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    Title: 政府宣導廣告之文案測試研究:以國民健康局2004-2006年「鼓勵生育」宣導廣告為例
    Authors: 賴建都
    Keywords: 文案測試;政府宣導廣告;鼓勵生育;廣告訊息設計
    Advertising message design;Copytesting;Encouraging birthrate;Government`s propaganda
    Date: 2008-01
    Issue Date: 2016-12-14 14:07:17 (UTC+8)
    Abstract: 本研究在國民健康局委託下,針對2004年至2006年「鼓勵生育」的廣告宣導進行文案測試,執行時採用rsc(The Quality Measurement System)的模式,針對五十二位樣本分別舉辦五場文案測試,四場在北部舉行,另一場於南部進行。研究發現,在廣告偏好上,「給孩子一個伴」最能獲得受測者的認同;但在態度上並沒有顯著的提升,部份選項甚至低於觀看宣導品前的態度;至於在回應的面向上,效果也不顯著。整體而言,「宣導印象」以及「生育率低的認知」方面,皆有顯著的提升,顯示宣傳物有效的喚起目標對象的「注意」(attention)以及「認知」(awareness),但在喚起目標對象的「意向」(intention)與「行為」(behavior)上,並無達到預期的效果。
    Relation: 廣告學研究, 29, 1-23
    Data Type: article
    Appears in Collections:[The Journal of Advertising & Public Relations ] Journal Articles

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