政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153408

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153408

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113303/144284 (79%)
Visitors : 50796398 Online Users : 722

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大典藏 > College of Communication > Master`s Program in Communication > Theses > Item 140.119/153408

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/153408

Title:	Podcast廣告之內容分析：以財經Podcast《股癌》為例 Content Analysis of Podcast Advertising: Take the Finance Podcast ";Gooaye";as an Example
Authors:	洪玉潔 Hung, Yu-Chieh
Contributors:	李怡志 Li, I-Chih 洪玉潔 Hung, Yu-Chieh
Keywords:	財經Podcast Podcast廣告節目筆記 FCB模型涉入度廣告創意策略 Finance Podcast Podcast Ads Show Notes FCB grid Involvement Advertising Creative Strategy
Date:	2024
Issue Date:	2024-09-04 15:05:40 (UTC+8)
Abstract:	Podcast廣告是聽的廣告，而聲音類型的廣告，具有說服力，因此Podcast廣告又被稱作是「廣告商的美夢（An Advertiser’s Dream）」，且研究指出廣告若是由Podcast主持人親口說出、出現於正式節目前之效果最為理想；除了口述廣告之外，節目筆記（Show Notes）裡的「導購文字」更提升了聲音廣告的轉換率，導購文字包含廣告產品介紹、購買連結、優惠資訊等等內容，因此節目筆記被許多業者視為達成行銷目標的方法，讓聲音廣告更方便導購。過往Podcast廣告之研究多以關心主持人與閱聽者之間的關係、亦或是聽者對於廣告的態度，缺乏Podcast口播廣告與節目筆記的討論。因此本研究著重於Podcast的廣告創意策略，並以長居Apple Podcast排行榜台灣第一名之財經Podcast《股癌》作為本研究標的，試圖解釋不同產品類型以及呈現於不同媒介類型之廣告創意策略是否存在差異。本研究收集了363集《股癌》的口播廣告與節目筆記後，經編碼員編碼，使用集群分析法將廣告多維度分類，發現Podcast廣告企圖透過情感訴求與聽者產生共鳴，而「高涉入度/感性」此類產品是廣告最希望傳遞的產品類別，意即Podcast廣告試圖著重向聽者傳達「產品的情感價值」；且不論是便利品或是選購品，本研究進一步發現在每集口播廣告與節目筆記皆嘗試向閱聽者揭露產品的優惠價格及促銷活動，促成消費者的購買；而遊戲及金融類產品希望在口播廣告向聽者傳遞產品的品質，與肌膚保養品、防水/防撞產品及食品企圖在節目筆記描述更多品質面的論述有所不同；最後更發現在口播廣告中特別著重於傳達產品的「獨特、更新之處」，藉此與聽者的收聽動機——獲取新知互相結合。這些發現補充了Podcast廣告研究，也可為Podcast創作者和廣告主提供實務建議，藉此提升Podcast廣告效果。 Podcast advertisements are audio ads, and this type of advertisement is persuasive. Therefore, Podcast ads are also referred to as "An Advertiser’s Dream". Research indicates that ads voiced by the Podcaster and placed before the official start of the show are the most effective. Besides spoken advertisements, "guiding texts" in show notes further enhance the conversion rate of audio ads. These guiding texts include product descriptions, purchase links, discount information, and more. Thus, many businesses consider Show Notes a method to achieve marketing goals, making audio ads more convenient for driving purchases. Research on Podcasts advertisements primarily focuses on the relationship between hosts and listeners or listeners' attitudes towards ads. Hence, this study will analyze the advertising content and creative strategies of Podcasts, using the top-ranking finance Podcasts "Gooaye" as the research subject. The goal is to understand whether there are differences in creative strategies for different product types and across different media types. The study analyzed 363 episodes of "Gooaye," using coding and cluster analysis to categorize ads by multiple dimensions. It found that Podcast ads often try to use emotional appeals, particularly for "high involvement/emotional" products, highlighting the "emotional value of the product." Host-Read Ads and Show Notes consistently reveal discounts and promotions, aiming to convert listeners into consumers. Different product types, such as games and financial products, emphasize quality in Host-Read Ads, while skincare and food items are discussed in terms of quality in show notes. Host-Read Ads also focus on the product's "unique and updated features," aligning with listeners' desire for new knowledge. These insights offer practical advice for enhancing Podcast Ads effectiveness.
Reference:	Bakery Kung（2023）。〈通勤和閒暇時間的最佳夥伴！11個「台灣最具人氣的Podcast」節目推薦！〉，《GQ》。取自https://www.gq.com.tw/entertainment/article/podcast-%E6%8E%A8%E8%96%A6 Daisy（2020）。〈Podcast 節目說明怎麼寫？手把手教你寫 Podcast Show Notes｜Podcast 節目筆記 Show Notes 教學（附免費範例）〉，《Daisy 愛自學》。取自https://reurl.cc/y7eA6M KKBOX（2021）。〈KKBOX 搭橋音樂與 Podcast 推出「音樂嵌入」功能〉，《KKBOX》。取自https://www.kkbox.com/about/tw/zh-tw/news/detail/2988 Logan Chierotti（2018）。〈Harvard Professor Says 95% of Purchasing Decisions Are Subconscious〉，《Inc. Magazine》。取自https://www.inc.com/logan-chierotti/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html Nic Newman（2019）。〈Podcasts: Who, Why, What, and Where?〉，《Reuters Institute Digital News Report》。取自https://www.digitalnewsreport.org/survey/2019/podcasts-who-why-what-and-where/ 中央社（2021）。〈Kantar凱度洞察&LifePoints調查報告:在聲音媒體興起的時代，Podcast廣告能為品牌帶來什麼樣的機會呢?〉，《中央社》。取自https://www.cna.com.tw/postwrite/chi/289153 方菁容、鄧成連、衛萬里（2015）。〈創意廣告之訊息策略與創意執行內容分析〉。《設計學年刊》，3：113-132。方菁容、鄧成連、衛萬里（2016）。〈建構數位廣告設計創意評價之構面與準則〉。《設計學年刊》，1：1-18。陳貞樺（2020）。〈沒底線又嗆聽眾，百靈果、股癌為何盤據最紅Podcast前三名〉，《天下雜誌》。取自https://reurl.cc/6velYr 吳中傑（2020）。〈Podcast熱潮》最「陪伴型」新媒體，解碼耳朵注意力戰場〉，《商業週刊》。取自https://www.businessweekly.com.tw/business/blog/3004239 林巧雁（2023）。〈SoundOn聲浪估市場商機10億　吳淡如登2022年Podcast女王〉，《壹蘋新聞網》。取自https://tw.nextapple.com/finance/20230131/721C06BE13072F8E5825616655846B79 林廷安（2021）。〈Podcast 聽眾比去年聽更久！「聲音變現」有多樂觀？KKBOX 、SoundOn 解密〉，《經理人》。取自https://www.managertoday.com.tw/articles/view/64384?utm_source=copyshare 唐子晴（2020）。〈跟股癌合作像初戀、折扣打到心會痛！最早「蝦挺買」，眠豆腐揭密Podcast廣告成效〉，《數位時代》。取自https://www.bnext.com.tw/article/59391/sleeptofu-podcast-ad-business-model 孫靖媛（2023）。〈掌握聲音流量紅利聲浪為Podcast產業帶入破億廣告金〉，《聯合新聞網》。取自https://udn.com/news/story/7241/6916840 張庭瑋（2022）。〈聲音經濟含金量高！追求 Podcast 內容變現，先想清楚自己「想賺哪種錢」〉，《未來商務》。取自https://fc.bnext.com.tw/topics/view/77/post/2093 陳君毅（2022）。〈「動態廣告插入」成台灣Podcast的下一波爆發點？不是股癌、台通也能賺一波〉，《數位時代》。取自 https://www.bnext.com.tw/article/70073/podcast-dai-2022 陳勇汀（2019）。〈Weka簡介與實作：資料探勘的分群、異常偵測、關聯規則探勘、分類 / Practice Data Mining with Weka: Clustering, Outlier Detection, Associations and Classification〉，《布丁布丁吃什麼？》。取自https://blog.pulipuli.info/2019/10/weka-practice-data-mining-with-weka.html 葉寶玲（2012）。〈應用內容分析與集群分析法評估台灣心理諮商所與心理治療所網站〉。《中華心理衛生學刊》，25(4)。潘韜宇（2022）。〈Podcast動態廣告也能導購了，SoundOn聲浪升級動態廣告功能〉，《yahoo！新聞》。取自https://tw.news.yahoo.com/soundon%E8%81%B2%E6%B5%AA%E5%8B%95%E6%85%8B%E5%BB%A3%E5%91%8A%E5%A4%A7%E5%8D%87%E7%B4%9A-podcast%E5%BB%A3%E5%91%8A%E4%B9%9F%E8%83%BD%E5%B0%8E%E8%B3%BC-080723590.html 鄭景雯（2021）。〈股癌廣告行情翻40倍！「賣爆」超強業配力，樂天Kobo揭合作始末〉，《天下雜誌》。取自https://www.cw.com.tw/article/5115053?template=transformers 蕭閔云（2020）。〈為何Podcast能讓品牌賣爆？解讀股癌、百靈果、台通的「洗腦大法」〉，《數位時代》。取自https://www.bnext.com.tw/article/59391/sleeptofu-podcast-ad-business-model 洪婉馨（2024）。〈全球Podcast產業最大那塊餅！美國聲音產業數據彙整」〉，《TAICCA 文化內容策進院》。取自https://research.taicca.tw/article/635b838a-a88d-46eb-b3f4-d7da27bd5fe6 Aaker, D. A., & Norris, D. (1982). Characteristics of TV Commercials Perceived as Informative. Journal of Advertising Research, 22(2), 61. Abernethy, A. M., Gray, J. I., & Butler, D. D. (1997). Radio advertising information strategy: Differences between services and products. Journal of Services Marketing, 11(5), 344–357. https://doi.org/10.1108/08876049710176024 Acast. (2023). Podcast Advertising: The Ultimate Guide [2023]. https://advertise.acast.com/news-and-insights/podcast-advertising-the-ultimate-guide Anderson, S. P., Ciliberto, F., Liaukonyte, J., & Renault, R. (2016). Push-me pull-you: Comparative advertising in the OTC analgesics industry. The RAND Journal of Economics, 47(4), 1029–1056. https://doi.org/10.1111/1756-2171.12162 Andrews, J. C., Durvasula, S., & Akhter, S. H. (1990). A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research. Journal of Advertising, 19(4), 27–40. https://doi.org/10.1080/00913367.1990.10673198 Arthur, D., & Vassilvitskii, S. (2007). k-means++: The advantages of careful seeding. Proceedings of the Eighteenth Annual ACM-SIAM Symposium on Discrete Algorithms, 1027–1035. USA: Society for Industrial and Applied Mathematics. Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761 Berry, R. (2006). Will the iPod Kill the Radio Star? Profiling Podcasting as Radio. Convergence, 12(2), 143–162. https://doi.org/10.1177/1354856506066522 Berry, R. (2016). Podcasting: Considering the evolution of the medium and its association with the word “radio.” Radio Journal: International Studies in Broadcast & Audio Media, 14(1), 7–22. https://doi.org/10.1386/rjao.14.1.7_1 Bezbaruah, S., & Brahmbhatt, K. (2023). Are Podcast Advertisements Effective? An Emerging Economy Perspective. Journal of International Consumer Marketing, 35(2), 215–233. https://doi.org/10.1080/08961530.2022.2085222 Bezbaruah, S., & Trivedi, J. (2020). Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship. Vision, 24(3), 300–309. https://doi.org/10.1177/0972262920930167 Bloch, P. H., & Richins, M. L. (1983). A Theoretical Model for the Study of Product Importance Perceptions. Journal of Marketing, 47(3), 69–81. https://doi.org/10.2307/1251198 Bolls, P. D., & Lang, A. (2003). I Saw It on the Radio: The Allocation of Attention to High-Imagery Radio Advertisements. Media Psychology, 5(1), 33–55. https://doi.org/10.1207/S1532785XMEP0501_2 Bowie, J. L. (2012). Sound usability? Usability heuristics and guidelines for user-centered podcasts. Communication Design Quarterly Review, 13(2), 15–24. https://doi.org/10.1145/2424840.2424841 Brinson, N. H., & Lemon, L. L. (2022). Investigating the effects of host trust, credibility, and authenticity in podcast advertising. Journal of Marketing Communications, 0(0), 1–19. https://doi.org/10.1080/13527266.2022.2054017 Brooks, M. E. (2020). Advercasting: The Effectiveness of Podcast Ads. https://doi.org/10/304 Buzzsprout. (2023). Podcast Statistics and Data [March 2023]. https://www.buzzsprout.com/blog/podcast-statistics Campbell, E. (2011). Evidence Proves the Future Is Now. Journal of Advertising Research, 51(1), 222–223. https://doi.org/10.2501/JAR-51-1-222-223 Campbell, L., & Diamond, W. D. (1990). Framing and Sales Promotions: The Characteristics of a ’Goo. The Journal of Consumer Marketing, 7(4), 25. Chandy, R. K., Tellis, G. J., Macinnis, D. J., & Thaivanich, P. (2001). What to Say When: Advertising Appeals in Evolving Markets. Journal of Marketing Research, 38(4), 399–414. https://doi.org/10.1509/jmkr.38.4.399.18908 Chattopadhyay, A., Dahl, D. W., Ritchie, R. J. B., & Shahin, K. N. (2003). Hearing Voices: The Impact of Announcer Speech Characteristics on Consumer Response to Broadcast Advertising. Journal of Consumer Psychology, 13(3), 198–204. https://doi.org/10.1207/S15327663JCP1303_02 Choi, H., Yoon, H., Paek, H.-J., & Reid, LeonardN. (2012). ‘Thinking and feeling’ products and ‘utilitarian and value-expressive’ appeals in contemporary TV advertising: A content analytic test of functional matching and the FCB model. Journal of Marketing Communications, 18(2), 91–111. https://doi.org/10.1080/13527266.2010.484581 Crofts, S., Fox, M., Retsema, A., & Williams, B. (2005). Podcasting: A new technology in search of viable business models. First Monday. https://doi.org/10.5210/fm.v10i9.1273 Dall’Olio, F., & Vakratsas, D. (2023). The Impact of Advertising Creative Strategy on Advertising Elasticity. Journal of Marketing, 87(1), 26–44. https://doi.org/10.1177/00222429221074960 Dens, N., & De Pelsmacker, P. (2010). Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement. Journal of Brand Management, 18(1), 50–65. https://doi.org/10.1057/bm.2010.22 DeVellis, R. F. (1991). Scale development: Theory and applications. Sage Publications, Inc. Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues & Research in Advertising (CTC Press), 17(1), 1. https://doi.org/10.1080/10641734.1995.10505022 Ducoffe, R. H. (1996). Advertising Value and Advertising the Web. Journal of Advertising Research, 36(5), 21–35. Eibe, F., Hall, M. A., & Witten, I. H. (2016). The WEKA workbench. Online appendix for data mining: practical machine learning tools and techniques. In Morgan Kaufmann. San Francisco, California: Morgan Kaufmann Publishers. El-Murad, J., & West, D. C. (2004). The Definition and Measurement of Creativity: What Do We Know? Journal of Advertising Research, 44(2), 188–201. https://doi.org/10.1017/S0021849904040097 Fischer, V. K. (2019). Unaided and Aided Brand Recall in Podcast Advertising: An Experiment in the Role of Source Credibility’s Impact on Brand Message Efficacy. https://digital.library.txstate.edu/handle/10877/8176 Frazer, C. (1983). Creative Strategy: A Management Perspective. Journal of Advertising, 12(4), 36–41. https://doi.org/10.1080/00913367.1983.10672861 Gilliland, N. (2017). AudioBoom on why podcasts are an advertisers dream. Econsultancy website: https://econsultancy.com/audioboom-on-why-podcasts-are-an-advertisers-dream/ Gray, C. (2023). How to Create Podcast Show Notes To Encourage Action & Growth. https://www.thepodcasthost.com/websites-hosting/creating-great-podcast-shownotes/ Haley, E., & Pittman, M. (2022). Remembering the FCB Grid: Thinking, Feeling, and Involvement in the Age of Social Media. Journal of Advertising, 51(3), 323–335. https://doi.org/10.1080/00913367.2022.2026845 Hayes, A. F. (2020). Statistical Methods for Communication Science. Routledge. Haygood, D. M. (2007). A Status Report on Podcast Advertising. Journal of Advertising Research, 47(4), 518–523. https://doi.org/10.2501/S0021849907070535 Hong, I. B. (2015). Understanding the consumer’s online merchant selection process: The roles of product involvement, perceived risk, and trust expectation. International Journal of Information Management, 35(3), 322–336. https://doi.org/10.1016/j.ijinfomgt.2015.01.003 Huang, S.-L., & Lin, Y.-H. (2022). Exploring consumer online purchase and search behavior: An FCB grid perspective. Asia Pacific Management Review, 27(4), 245–256. https://doi.org/10.1016/j.apmrv.2021.10.003 Hyuk Jun Cheong & Yunjae Cheong. (2021). Updating the Foote, Cone & Belding Grid: Revisiting the Product Classifications Of the FCB Grid for Online Shopping And Contemporary Consumers’ Decision Making. Journal of Advertising Research, 61(1), 12–29. https://doi.org/10.2501/JAR-2020-014 Ivanescu, Y. (2021). How to Power up Your Marketing Funnel With Podcasting. Spreaker Blog website: https://blog.spreaker.com/how-to-power-up-your-marketing-funnel-with-podcasting/ Jansen, B. J., & Schuster, S. (2011). Bidding on the Buying Funnel for Sponsored Search and Keyword Advertising. Journal of Electronic Commerce Research, 12(1), 1–18. Jung, A.-R., & Hovland, R. (2016). Targeting gender: A content analysis of alcohol advertising in magazines. Health Marketing Quarterly, 33(3), 221–238. https://doi.org/10.1080/07359683.2016.1199210 Kamins, M. A. (1990). An Investigation into the “Match-Up” Hypothesis in Celebrity Advertising: When Beauty May be Only Skin Deep. Journal of Advertising, 19(1), 4–13. https://doi.org/10.1080/00913367.1990.10673175 Kim, H., Lee, D., Hong, Y., Ahn, J., & Lee, K.-Y. (2016). A content analysis of television food advertising to children: Comparing low and general-nutrition food. International Journal of Consumer Studies, 40(2), 201–210. https://doi.org/10.1111/ijcs.12243 Kim, K., & Cheong, Y. (2011). Creative strategies of Super Bowl commercials 2001-2009: An analysis of message strategies. International Journal of Sports Marketing and Sponsorship, 13(1), 2–17. https://doi.org/10.1108/IJSMS-13-01-2011-B002 Kolbe, R. H., & Burnett, M. S. (1991). Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity. Journal of Consumer Research, 18(2), 243–250. https://doi.org/10.1086/209256 Koslow, S., Sasser, S. L., & Riordan, E. A. (2003). What Is Creative to Whom and Why? Perceptions in Advertising Agencies. Journal of Advertising Research, 43(1), 96–110. https://doi.org/10.2501/JAR-43-1-96-110 Kotler, P. (2011). Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75(4), 132–135. https://doi.org/10.1509/jmkg.75.4.132 Krippendorff, K. (2004). Reliability in Content Analysis: Some Common Misconceptions and Recommendations. Human Communication Research, 30(3), 411–433. https://doi.org/10.1111/j.1468-2958.2004.tb00738.x Kujur, F., & Singh, S. (2018). Emotions as predictor for consumer engagement in YouTube advertisement. Journal of Advances in Management Research, 15(2), 184–197. https://doi.org/10.1108/JAMR-05-2017-0065 Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of Main Message Strategies for Television Commercials. Journal of Advertising, 18(1), 36–41. https://doi.org/10.1080/00913367.1989.10673141 Lee, C.-C., & Hsieh, M.-C. (2009). The Influence of Mobile Self-Efficacy on Attitude towards Mobile Advertising. 2009 International Conference on New Trends in Information and Service Science, 1231–1236. Beijing, China: IEEE. https://doi.org/10.1109/NISS.2009.91 Lockshin, L. S., Spawton, A. L., & Macintosh, G. (1997). Using product, brand and purchasing involvement for retail segmentation. Journal of Retailing and Consumer Services, 4(3), 171–183. https://doi.org/10.1016/S0969-6989(96)00048-3 Lodish, L. M., Abraham, M., Kalmenson, S., Livelsberger, J., Lubetkin, B., Richardson, B., & Stevens, M. E. (1995). How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments. Journal of Marketing Research (JMR), 32(2), 125–139. https://doi.org/10.2307/3152042 Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2002). Content Analysis in Mass Communication: Assessment and Reporting of Intercoder Reliability. Human Communication Research, 28(4), 587–604. https://doi.org/10.1111/j.1468-2958.2002.tb00826.x MacKenzie, L. E. (2018). Science Podcast Database from Science podcasts: Analysis of global production and output from 2004 to 2018. The Royal Society. https://doi.org/10.6084/M9.FIGSHARE.7466642 MacKenzie, S. B., & Lutz, R. J. (1989). Am Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204 Maclnnis, D. J., Moorman, C., & Jaworski, B. J. (1991). Enhancing and Measuring Consumers’ Motivation, Opportunity, and Ability to Process Brand Information from Ads. Journal of Marketing, 55(4), 32–53. https://doi.org/10.1177/002224299105500403 Majidi, M. (2023). U.S. podcast advertising revenue 2025. Statista website: https://www.statista.com/statistics/760791/us-podcast-advertising-revenue/ Manakul, P., & Gales, M. (2021). CUED_speech at TREC 2020 Podcast Summarisation Track. arXiv. https://doi.org/10.48550/arXiv.2012.02535 Markman, K. M. (2015). Considerations—Reflections and Future Research. Everything Old is New Again: Podcasting as Radio’s Revival. Journal of Radio & Audio Media, 22(2), 240–243. https://doi.org/10.1080/19376529.2015.1083376 Markman, K. M., & Sawyer, C. E. (2014). Why Pod? Further Explorations of the Motivations for Independent Podcasting. Journal of Radio & Audio Media, 21(1), 20–35. https://doi.org/10.1080/19376529.2014.891211 McHugh, S. (2016). How podcasting is changing the audio storytelling genre. Radio Journal: International Studies in Broadcast & Audio Media, 14(1), 65–82. https://doi.org/10.1386/rjao.14.1.65_1 McLean, M. (2020). Podcast Discovery Stats \| How Do Listeners Discover New Shows? The Podcast Host website: https://www.thepodcasthost.com/promotion/podcast-discoverability/ Mittal, B., & Lee, M.-S. (1989). A causal model of consumer involvement. Journal of Economic Psychology, 10(3), 363–389. https://doi.org/10.1016/0167-4870(89)90030-5 Moe, M. (2021). Podvertising II: “Just like My Best Friend” – Relationships in Host-read Podcast Advertisements. Journal of Radio & Audio Media, 1–25. https://doi.org/10.1080/19376529.2021.1960840 Nieslen. (2020). Host-Read Podcast Ads Pack a Brand Recall Punch. Nielsen website: https://www.nielsen.com/insights/2020/host-read-podcast-ads-pack-a-brand-recall-punch/ Oly Ndubisi, N., & Tung Moi, C. (2006). Awareness and usage of promotional tools by Malaysian consumers: The case of low involvement products. Management Research News, 29(1/2), 28–40. https://doi.org/10.1108/01409170610645420 Perelló Oliver, S., Muela-Molina, C., & campos, maria. (2018). Brand personification in radio advertising. Analysis of the presence and use of the figure of the spokesperson. Revista Latina de Comunicacion Social, 73. https://doi.org/10.4185/RLCS-2018-1301-60en Pfau, M., & Burgoon, M. (1989). The Efficacy of Issue and Character Attack Message Strategies in Political Campaign Communication. Communication Reports, 2(2), 53–61. https://doi.org/10.1080/08934218909367484 Pittman, M., & Abell, A. (2021). More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers. Journal of Interactive Marketing, 56, 70–82. https://doi.org/10.1016/j.intmar.2021.05.002 Polifroni, J., Seneff, S., & Zue, V. W. (1991). Collection of Spontaneous Speech for the ATIS Domain and Comparative Analyses of Data Collected at MIT and TI. Speech and Natural Language: Proceedings of a Workshop Held at Pacific Grove, California, February 19-22, 1991. https://aclanthology.org/H91-1071 Puto, C. P., & Wells, W. D. (1984). Informational and Transformational Advertising: The Differential Effects of Time. Advances in Consumer Research, 11(1), 638–643. Ratchford, B. T. (1987). New Insights About the FCB Grid. Journal of Advertising Research, 27(4), 24–38. Resnik, A., & Stern, B. L. (1977). An Analysis of Information Content in Television Advertising. Journal of Marketing, 41(1), 50–53. https://doi.org/10.2307/1250490 Rice, M. D., & Lu, Z. (1988). A Content Analysis of Chinese Magazine Advertisements. Journal of Advertising, 17(4), 43–48. https://doi.org/10.1080/00913367.1988.10673128 Riismandel, P. (2018). Podcast advertising generates up to 4.4x better brand recall than other digital ads. https://www.prnewswire.com/news-releases/podcast-advertising-generates-up-to-4-4x-better-brand-recall-than-other-digital-ads-300768677.html Ritter, E. A., & Cho, C.-H. (2009). Effects of ad placement and type on consumer responses to podcast ads. Cyberpsychology & Behavior: The Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society, 12(5), 533–537. https://doi.org/10.1089/cpb.2009.0074 Schlütz, D., & Hedder, I. (2022). Aural Parasocial Relations: Host–Listener Relationships in Podcasts. Journal of Radio & Audio Media, 29(2), 457–474. https://doi.org/10.1080/19376529.2020.1870467 Shavitt, S. (1989). Operationalizing Functional Theories of Attitude. Attitude Structure and Function. Psychology Press. Shavitt, S. (1990). The role of attitude objects in attitude functions. Journal of Experimental Social Psychology, 26(2), 124–148. https://doi.org/10.1016/0022-1031(90)90072-T Sheinin, D. A., Varki, S., & Ashley, C. (2011). The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments. Journal of Advertising, 40(3), 5–17. Siu, E. (2017). Podcast Advertising: What You Need To Know. Single Grain website: https://www.singlegrain.com/blog-posts/content-marketing/podcast-advertising-what-you-need-to-know/ Slama, M. E., & Tashchian, A. (1985). Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement. Journal of Marketing, 49(1), 72–82. https://doi.org/10.2307/1251177 Smith, R. E., MacKenzie, S. B., Xiaojing Yang, Buchholz, L. M., & Darley, W. K. (2007). Modeling the Determinants and Effects of Creativity in Advertising. Marketing Science, 26(6), 819–833. https://doi.org/10.1287/mksc.1070.0272 Song, K., Li, C., Wang, X., Yu, D., & Liu, F. (2022). Towards Abstractive Grounded Summarization of Podcast Transcripts. Proceedings of the 60th Annual Meeting of the Association for Computational Linguistics (Volume 1: Long Papers), 4407–4418. Dublin, Ireland: Association for Computational Linguistics. https://doi.org/10.18653/v1/2022.acl-long.302 Spina, D., Trippas, J. R., Cavedon, L., & Sanderson, M. (2017). Extracting audio summaries to support effective spoken document search. Journal of the Association for Information Science and Technology, 68(9), 2101–2115. https://doi.org/10.1002/asi.23831 Stern, D. L., Krugman, D. M., & Resnik, A. (1981). Magazine Advertising: An Analysis of Its Information Content. Journal of Advertising Research, 21(2), 39–44. Stuhlfaut, MarkW., & Yoo, C. (2013). A tool for evaluating advertising concepts: Desirable characteristics as viewed by creative practitioners. Journal of Marketing Communications, 19(2), 81–97. https://doi.org/10.1080/13527266.2010.550009 Sudhir, K., Roy, S., & Cherian, M. (2016). Do Sympathy Biases Induce Charitable Giving? The Effects of Advertising Content. Marketing Science, 35(6), 849–869. Sung-Joon Yoon & Joo-Ho Kim. (2001). Is the Internet More Effective Than Traditional Media? Factors Affecting the Choice of Media: Journal of Advertising Research. Journal of Advertising Research, 41(6), 53–60. https://doi.org/10.2501/JAR-41-6-53-60 Teo, T. S. H. (2002). Attitudes toward online shopping and the Internet. Behaviour & Information Technology, 21(4), 259–271. https://doi.org/10.1080/0144929021000018342 Uwizeyemungu, S., Bertrand, J., & Poba-Nzaou, P. (2020). Patterns underlying required competencies for CPA professionals: A content and cluster analysis of job ads. Accounting Education, 29(2), 109–136. https://doi.org/10.1080/09639284.2020.1737157 Vaughn, R. (1986). How Advertising Works: A Planning Model Revisited. Journal of Advertising Research, 26(1), 57. Wang, R., & Chan-Olmsted, S. (2023). Podcasting as Advertising Channel: Understanding the Context Effect. Journal of Radio & Audio Media, 0(0), 1–22. https://doi.org/10.1080/19376529.2023.2183207 Wong, J. W., Muderrisoglu, A., & Zinkhan, G. M. (1987). Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.s. Magazine Advertising. Journal of Advertising, 16(1), 55–68. https://doi.org/10.1080/00913367.1987.10673061
Description:	碩士國立政治大學傳播學院傳播碩士學位學程 111464012
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111464012
Data Type:	thesis
Appears in Collections:	[Master`s Program in Communication] Theses

Files in This Item:

File	Description	Size	Format
401201.pdf		8095Kb	Adobe PDF	0	View/Open

All items in 政大典藏 are protected by copyright, with all rights reserved.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - Feedback