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

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题名:	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
作者:	洪玉潔 Hung, Yu-Chieh
贡献者:	李怡志 Li, I-Chih 洪玉潔 Hung, Yu-Chieh
关键词:	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
日期:	2024
上传时间:	2024-09-04 15:05:40 (UTC+8)
摘要:	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.
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