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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29908
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29908


    Title: 產品類型、廣告策略與廣告效果之實證研究
    Authors: 林宣伶
    Contributors: 樓永堅
    林宣伶
    Keywords: 廣告效果
    Date: 2007
    Issue Date: 2009-09-11 16:50:34 (UTC+8)
    Abstract:   根據統計,近年來台灣整體市場廣告量逐漸縮減,其中,廣告主最常刪減電視廣告的預算,但就目前而言,電視廣告仍然是大部分廣告主最主要採用的廣告媒介。電視廣告能接觸到廣大層面的消費者,透過有技巧的聲音、色彩、戲劇化的呈現方式,描繪產品的特性和價值、使用者與產品使用的機會,但在短時間內訊息稍縱即逝,廣告的製作與播放成本也相對比其他廣告媒介高,因此,如何適當的設計電視廣告以獲得廣告效益顯得相當重要。
    本研究主要的研究方向有二,其一,是探討產品類型與廣告策略的關係,以瞭解不同的產品類型會採取怎樣的廣告策略;其二,則在探究產品類型與廣告策略對廣告溝通效果的影響。
      分析資料是由潤利艾克曼公司所提供,以2004-2007年147則電視廣告的廣告效果調查結果做為依變數;本研究根據FCB模式利用德菲法和問卷設計把147項產品分類,並對廣告目的、廣告訴求、廣告訊息線索等廣告策略進行內容分析,做為本研究中之自變數。經由統計分析,本研究結果發現:
    1. 若以「理性/感性」做為產品分類根據,產品類型與廣告訴求有顯著關係;若以「高/低涉入」做為產品分類根據,產品類型與廣告訴求無顯著關係。
    2. 「理性/感性」產品類型與廣告資訊量的多寡有顯著關係。
    3. 「高/低涉入」產品類型與廣告表達方式有顯著關係。
    4. 產品類型與廣告訴求、廣告表達方式的交互效果對廣告效果皆無顯著影響。但就個別項目來看,感性產品廣告採用感性訴求,會比採取理性訴求獲得較佳的廣告態度;相較於高涉入產品廣告,低涉入產品廣告採取故事導向的表達方式會獲得較佳的購買意願。
    5. 廣告資訊量與廣告效果呈現負相關的關係。當廣告資訊量越多,廣告效果的表現會越不佳。
    Reference: 中文部分
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    6. 周慧珍(1998)。網際網路標題廣告效果研究:廣告大小與資訊量之影響。國立交通大學經營管理研究所碩士論文。
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    英文部分
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    Description: 碩士
    國立政治大學
    企業管理研究所
    95355032
    96
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095355032
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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