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    題名: 廣告訴求策略對電視廣告效果的影響---以在台灣播出的電視廣告為例
    其他題名: The Effectiveness of Different Advertising Message Appeals---An Analysis of Taiwanese TV Commercials
    作者: 邱志聖
    貢獻者: 國際經營與貿易學系
    關鍵詞: 廣告訴求策略;廣告執行策略;廣告記住率;廣告喜歡度;廣告說服力;電視廣告;國際企業
    Advertising appeal strategy;Advertising execution strategy;Advertising recall;Advertising liking;Advertising persuasiveness;Television advertising;Internatimal corporation
    日期: 2000
    上傳時間: 2014-09-02
    摘要: This study explored the effectiveness of transformational vs. informational and traditional vs. westernized appeals in the Taiwanese TV advertising. It also explored the reasons behind ad liking/disliking and examined their relationships. The results show that although westernized appeals are becoming more and more popular in the Taiwanese market, this study demonstrated that image and traditional appeals are still favored more in the market. The results of the correlation analyses between the reasons for ad liking/disliking and the effectiveness measures are consistent with the past research except the information/effective factor. The informative/effective factor has no significant association with liking and purchase intention in all product categories. In addition, most of the results of the cluster analysis are consistent with past research. The dull/silly advertisements were liked the least by the consumers. However, contrary to the past research in the westernized world, familiar advertisements did not have the same disadvantage as the dull/silly advertisements. As reflected in this study, the adaptation approach of advertising should be the norm for entering a foreign country. Global advertisers insist in using standardized advertising approach without a systematic assessment of what is culturally acceptable may indeed prove very costly.
    關聯: 行政院國家科學委員會
    計畫編號NSC89-2416-H004-043
    資料類型: report
    顯示於類別:[國際經營與貿易學系 ] 國科會研究計畫

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