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Dissertations / Theses on the topic 'Advertising control and effectiveness'

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Published: 28 May 2022
Last updated: 30 July 2025

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1

Демиденко, К. Ю. "Планування та контроль рекламної діяльності (на матеріалах кафе «Розмарин»)". Thesis, Чернігів, 2020. http://ir.stu.cn.ua/123456789/19585.

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Демиденко, К. Ю. Планування та контроль рекламної діяльності (на матеріалах кафе «Розмарин») : магістерська робота : 075 Маркетинг / К. Ю. Демиденко ; керівник роботи Рябова Т. А.; Національний університет «Чернігівська політехніка», кафедра маркетингу, PR-технологій та логістики. – Чернігів, 2020. – 77 с.<br>У випускній кваліфікаційній роботі розглянуто питання планування та контролю рекламної діяльності підприємства громадського харчування. Випускна кваліфікаційна робота містить такі розділи: - теоретичні основи управління рекламною діяльністю; - аналіз господарської діяльності кафе “Ро
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Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.

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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research ne
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Bergkvist, Lars. "Advertising effectiveness measurement : intermediate constructs and measures." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics [Ekonomiska forskningsinstitutet vid Handelshögsk.] (EFI), 2000. http://www.hhs.se/efi/summary/531.htm.

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Satokangas, S. (Saara). "Effectiveness of mobile in-game banner advertising." Master's thesis, University of Oulu, 2013. http://urn.fi/URN:NBN:fi:oulu-201302281063.

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The aim of this research is to find out the effectiveness of banner advertising in mobile games. The matter has been approached by examining the attitudes consumers have towards mobile in-game banner advertising (IGBA) and the intention they have to click on these advertisements. The existing literature considering banner advertising, mobile advertising and in-game advertising is gone through rather extensively and based on it, a theoretical framework was formed and later on tested with empirical data. The empirical part of this study is conducted by using primarily quantitative methods but al
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Konsolaki, Kalliopi. "Comparative advertising effectiveness : a cross-cultural study." Thesis, University of Kent, 2015. https://kar.kent.ac.uk/60150/.

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The lucrative world of comparative advertising has been attractive to marketers, who seek economic types of persuasive communication. Nevertheless, research in the actual effectiveness of comparative advertising has been inconclusive, contradicting, and insufficient. The increasing importance of comparative advertising in the current competitive global environment requires immediate findings about how comparative advertising can work effectively. This study is the first study to develop an integrated conceptual model of the factors, which influence comparative advertising effectiveness. Partic
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Tangthieng, Pattra. "The IPA (Advertising) Effectiveness Awards 1980-2002 : a reflection of non-marketing advertising." Thesis, University of Stirling, 2009. http://hdl.handle.net/1893/1790.

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Theoretically, advertising has been regarded as a marketing communication; that is, advertising is subsumed under marketing. However, this thesis deconstructs the existing theories and argues that advertising historically was not a marketing tool due to practical conflicts within the British advertising industry. Field work was conducted by means of interviews in addition to document research of publications by practitioners. After the Second World War, marketing people in Britain adopted the modern marketing concepts from the US where marketing and advertising people used the same principles
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Sara, Harmala Kaur. "Effects of cultural differences and product types on advertising effectiveness in Costa Rica and the U.S." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0005163.

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Dröge, Cornelia. "An experimental investigation of the differential effectiveness of comparative versus noncomparative advertising /." Thesis, McGill University, 1986. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=72841.

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Jonsson, Amanda, and Ekeroth Julia Darnéus. "The Effectiveness of Personalised Advertising : An exploratory study on personalised advertising done on Facebook." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54413.

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Liu, Handan, and Jin Ma. "Advertising management influence effctiveness of online advertising : A study of white-collar workers in online advertising context." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4868.

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<p>Online advertising which is a new form of communication provides interactivity between advertisers and consumers.</p><p>This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd
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Kumar, D. "Hypersonic control effectiveness." Thesis, Cranfield University, 1995. http://hdl.handle.net/1826/4252.

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The present study analyses the effects of a number of geometric parameters on the performance of a trailing edge control flap on a hypersonic body. The tests were conducted in a gun tunnel at Mach 8.2 and Mach 12.3. The study revealed that flap deflection promoted separation lengthscales and boundary layer transition. The latter significantly increased the local aerothermal loads on the flap. For well separated flows, flap heat transfer rates were successfully predicted by reference temperature theory. The promotion of transition caused a progressive reduction in the lengthscales of separated
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Fielder, Lynda Jane. "The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness." Thesis, Curtin University, 2011. http://hdl.handle.net/20.500.11937/1578.

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The increasing level of alcohol consumption among youth and related harms is an issue of international public health concern (Hingson, Heeren, Winter, & Wechsler, 2005; Jernigan & Mosher, 2005; Jernigan, Ostroff, & Ross, 2005; Mosher, 2006; Room, Babor, & Rehm, 2005; World Health Organization, 2004a). Many factors influence youth alcohol consumption, including social, individual, structural and marketing factors (Donovan, 1997). Research shows that alcohol advertising reinforces positive attitudes toward youth drinking and plays a significant role in their decision to drink, as well as level o
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Kiani, Gholam Reza. "Business-to-business advertising effectiveness in the Web context." Thesis, Henley Business School, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.481276.

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Bashuk, T. "Methods of determining the effectiveness of an advertising campaign." Thesis, Видавництво СумДУ, 2006. http://essuir.sumdu.edu.ua/handle/123456789/21261.

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Zachová, Hana. "Czech SMEs and the Effectiveness of their PPC Advertising." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-262146.

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This thesis examines the problem of evaluating the effectiveness of digital marketing; more specifically it looks at the topic of Pay-per-click advertising on the scope of Small and Medium-sized businesses in the Czech Republic. The thesis provides literature review of the historical and current possible practices of what specific measures can be used to evaluate the success of pay-per-click advertising. Moreover, it connects the measurement subject with the associated area of attribution modeling. This topic represents an important issue for the online marketers mostly because of a currently
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Cheng, Jen-Chieh, and 鄭人傑. "Maximizing Advertising Effectiveness." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/34ger8.

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碩士<br>國立虎尾科技大學<br>經營管理研究所<br>103<br>This study aims to discover the optimal combination of advertising by incorporating factors including appeal, celebrity endorsement, and new media to assess the influence and effectiveness of advertising. Empirical experiments were conducted using mobile phones as the featured product. Variables tested included two types of appeal (reason and emotion), the presence of celebrity spokespeople, and four types of new media. As a result, the subjects were divided into 16 groups. The data were obtained from surveys on advertisement awareness, advertisement attitud
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"Effectiveness of internet advertising." 2000. http://library.cuhk.edu.hk/record=b5890164.

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by Lui Sai Lung, Yau Wai Yip.<br>Thesis (M.B.A.)--Chinese University of Hong Kong, 2000.<br>Includes bibliographical references (leaves 76-77).<br>Questionnaire in Chinese.<br>ABSTRACT --- p.ii<br>TABLE OF CONTENTS --- p.iii<br>LIST OF TABLES --- p.vi<br>Chapter<br>Chapter I --- INTRODUCTION --- p.1<br>Objective --- p.3<br>Chapter II --- SIGNIFICANCE OF STUDY --- p.4<br>Chapter III --- LITERATURE REVIEW --- p.6<br>What does internet advertising brings us? --- p.7<br>What makes the differences? --- p.8<br>What's the trend? --- p.8<br>is there something missed? --- p.9<br>how do we me
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Chang, Yu-Cheng, and 張宇丞. "Display Advertising Effectiveness Analysis." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/d8mqjm.

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碩士<br>元智大學<br>資訊管理學系<br>105<br>Our research obtain data collected from the tool provided by the social network, which focus on the effect of display advertising published on the social network. We proceed the dataset which has been posted advertisement for 30 days into two parts, characteristic and historical click rate. In order to model these two parts, we used ARIMA, LinearRegression, SupportVectorRegression, DecisionTreeRegression, Neural Network as our algorithms thought they’re totally different. Then we compare and analyze the RMSE that we predict by “Leave-one-out” which is was one of
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Keng, Ching-jui, and 耿慶瑞. "WWW Interactive Advertising Effectiveness." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/88100534448950775472.

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博士<br>國立政治大學<br>企業管理學系<br>87<br>An interactive advertising is a message in an interactive medium, that promotes idea, good or services in real time, is available on individual demand, and affords individual choice in selection of advertising content. Accord to the past research, there is widely accepted definition of interactivity. The objective of this research is to explore the dimensions of interactivity, the levels of interactivity and the effects of interactivity on advertisement. The study first examines the dimensions of interactivity from literature review and cas
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You, Heuy-Lin, and 游慧琳. "The advertising effectiveness of comparative public benefit advertising." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/59107563707746329837.

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碩士<br>國立臺灣大學<br>商學研究所<br>86<br>Abstract To establish image of corporate by public benefit advertising is useful to increase sales and profits. Although the utilization of comparative advertising is more frequent, but the advertisi ng effectiveness is argued. So this research shows the advertising effectivene ss of the public benefit advertising presentation by comparing. The main go als of this study describe as following: First, to know the advertising effect iveness of comparative public benefit
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Jiang, Chun-Yi, and 姜君怡. "The Influence of Advertising Slogans and Advertising Appeals on Advertising Effectiveness." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/88131222155633501149.

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碩士<br>國立臺灣大學<br>商學研究所<br>92<br>In our daily life, there are all kinds of advertising slogans. According to previous studies, advertising slogan is one of very important and common marketing techniques, and has great influence on the advertising effectiveness. However, the effectiveness of the type of slogans has not been explored yet. Meanwhile, advertising appeals types is also an important factor to advertising effectiveness. Therefore, this study used a 3（type of slogans: declarative vs. interrogative vs. imperative）× 2（type of appeals: rational vs. emotional）between-subject design to measu
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Meganck, Shana. "Comparative versus noncomparative advertising print advertising intensity and effectiveness /." 2005. http://purl.galileo.usg.edu/uga%5Fetd/meganck%5Fshana%5Fl%5F200508%5Fma.

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Lee, Tsuei-Ling, and 李翠玲. "The Analysis of Advertising Effectiveness in Web Keyword Advertising." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/7cxds8.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>96<br>The Analysis of Advertising Effectiveness in Web Keyword Advertising Student: Tsuei-Ling Lee Advisor: Chien-Chou Su Ph.D. Department of Communications Management Abstract This study was aimed at Internet users to investigate. To understand how the sample characteristics，internet advertising attitude, involvement of advertising messages and sharing of media will impact on the internet keyword ads Effect. Through analysis of the results of internet questionnaires which against 314 internet users, to further understand the keyword adve
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Chang, Ju-hui, and 張如慧. "The Effect on Advertising Effectiveness Caused by Advertising Frequency." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/25733962388257634382.

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Chu, Yi-Chi, and 朱羿錡. "The Influences of Mobile Advertising Formats on Advertising Effectiveness." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/jsjgr9.

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碩士<br>國立彰化師範大學<br>企業管理學系<br>105<br>The widespread use of mobile devices and internet makes users receive different formats of mobile advertising easily. In this research, we used experimental designs to explore the impacts of different advertising formats on advertising effectiveness. There are three types of advertising formats, including banner ad, interstitial ad, and native ad. As for the personalized degree, one category is with personalization and the other one is without personalization. The research results show different advertising types have significant effects on advertising effect
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Huang, Yi-Ting, and 黃翊婷. "The Influences of YouTube Advertising on the Advertising Effectiveness." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4huv3n.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>106<br>With the rapid development of the Internet, it has become an essential part of daily life. Therefore, companies actively invest in online media to market their products. The amount of digital advertising has exceeded television advertising in the first half of 2016 in Taiwan. In other words, digital advertising has become the largest media channel. Companies annually increase the proportion of investment in digital advertising. Among all the digital advertising, the video advertising has most dramatically increased. Among the many video sharing platforms, YouT
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Wei, Cheng-hsien, and 魏政賢. "The Different of Advertising Effectiveness betweenMobile and Tradition Advertising – MMS V.S. DM Advertising." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/42606992016090678415.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>98<br>Thesis : The Different of Advertising Effectiveness between Mobile and Tradition Advertising –MMS V. S. DM Advertising Nowadays, mobile phone become a indispensable communication tool in living, and under mobile operators active promotion, the growth of 3G Service is vigorously and to promote the usage of mobile data service and multimedia messaging service. Since mobile advertising has features of personalization, localization, interaction and instant characteristic, it has been considered as one of the extremely potential new developing media. However, the ap
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Huang, Shih-Hung, and 黃世弘. "A study on the advertising communication effectiveness of virtual advertising." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/7b53x4.

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碩士<br>銘傳大學<br>資訊傳播工程學系碩士班<br>92<br>The traditional way to broadcast TV advertising is broken of TV program. Though the way injures audience’s right on watch TV show, they can do nothing for it. A new idea for TV advertising is inserting virtual advertising in TV program. It provides the advantages of helping audience to watch TV program without a break and making impression on advertising messages. To discuss the effect and presentation types of virtual advertising in TV program is a new research field only a few literatures appeared. In this thesis we survey the inserting technologies and com
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LIU, KUAN-LIN, and 劉冠麟. "Marketing Strategy on Advertising Effectiveness of EVA AIR’s Advertising Spokesperson." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/g36fnr.

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碩士<br>國立高雄餐旅大學<br>觀光研究所<br>105<br>The purpose of advertising is to persuade a particular audience to accept the product or service, and the advertising spokesperson is to express the content of the product in the ad or to give it culture to build or rebuild the consumer's attitude and idea of the product. This paper takes the current news as the research topic, the nationality airline – EVA AIR as the research case, and explores the advertising effect (advertising attitude, brand attitude and purchase intention) of the EVA AIR’s advertising spokesperson type (international star and Taiwan cele
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Huang, Ming-Shih, and 黃銘世. "Ring back tone advertising business model and advertising effectiveness analysis." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/20811684869015323873.

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碩士<br>國立臺灣大學<br>國際企業管理組<br>101<br>As mobile phones have become the personal device with the highest penetration rate in the world, the mobile advertising market has grown dramatically and rapidly. Among the various mobile advertising methods, the ring-back tone advertising is a type of voice advertising that has fewest restrictions to the equipment, so that everyone can easily receive the advertising and thus it has become the emerging advertising media with enormous potential. Currently, the development of ring-back tone advertising in Taiwan is leading internationally due to its unique busin
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Chu, Hsiao-Shing, and 朱曉幸. "Advertising Appeals, Product Involvement on the effectiveness of Comparative Advertising." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/58972414262010786903.

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Wu, Shu-ting, and 吳書婷. "Influence of Advertising Appeal and Interactivity on Website Advertising Effectiveness." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/68208508456312982498.

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Lin, BaoLiang, and 林保良. "Humorous advertising, incongruity-resolution, brand awareness, eye-tracking, advertising effectiveness." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/65723628425827976069.

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碩士<br>輔仁大學<br>國際經營管理碩士學位學程<br>100<br>The purpose of this study is to discuss the impact of humorous appeals (incongruity, incongruity-resolution, and non-humorous) and brand awareness level on the advertising effectiveness. This study implies the eye-tracking technology to measure the audience attention on advertising design. The experimental method is used in the data analysis with total of 60 correspondents. The major findings of this study as follows: (1) The fixation duration and fixation count of humorous appeals advertising (incongruity or/and incongruity-resolution) are higher than non-
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Lu-Liu and 劉露. "The Influences of Mobile Native Advertising on the Advertising Effectiveness." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/3jg68f.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>106<br>With the popularity of mobile devices, consumers' behavior patterns are also changing. Many advertisers have gradually shifted their investment budgets to mobile devices. It is the intrusion of traditional blockade of advertising that has increased the download volume of ads blocking programs. However, the native ads have been favored by advertisers for their features that they do not disturb the audience's experience and provide meaningful content. More and more mobile ads will be changed to native ads. Nowadays, many scholars have researched mobile advertisi
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PAN, LI, and 潘力. "Influence of the Recognition of Native Advertising on Advertising Effectiveness." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/5mt446.

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博士<br>國立雲林科技大學<br>企業管理系<br>107<br>With the advancement of social and network technologies come the favorable conditions for the development of the online advertising market. Although online advertising has gained tremendous development, it also creates many problems. This research focuses on the topic of “native advertising”, which has been concentrating on the field of online advertising in recent years. Starting from the recognition of native ads by advertising audiences, this research discussed the influence of the advertising labeling method of native advertisings on the recognition of adv
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Wang, An-Chi, and 王安琪. "Brand Awareness, Advertising Appeals, Advertising Models and Self Monitoring on the effectiveness of Advertising." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/99w6ft.

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碩士<br>國立交通大學<br>管理科學研究所<br>86<br>For inducing consumers'' underlying desires, understanding what they need, andmaking them to take the action of purchase in the end , more innovative and creative form of advertising presented in the media .Advertising plays an extremely important role in modern marketing activities, enterprises have to know that how the advertisements can both be creative and fill customers'' needs and wants. Therefore, thisresearch adopted several variances of advertising
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Ho, Yong-Ju, and 何詠筑. "The Influences of Airline’s Advertising Spokesperson Type and Advertising Spokesperson Gender on Advertising Effectiveness." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/73413202682734008624.

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碩士<br>國立高雄餐旅大學<br>運輸與休閒服務規劃碩士學位學程<br>101<br>“Advertising” is the most frequently used tool when the companies recommend their products. “Advertising spokesperson” in promoting the achievement of advertising effect plays an important role. The advertising spokesperson’s type and gender will impact the consumers who exposure to the advertising, but the few experts have done studied the impact on advertising effectiveness when hiring different types and genders in aviation industry. This report is an empirical study that compares the advertising effectiveness between six existing print advertisem
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陳惠雯. "The advertisement effectiveness of mobile advertising." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/04295367039278251951.

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碩士<br>國立政治大學<br>傳播學院碩士在職專班<br>104<br>Smartphone has been changing our life is an indisputable fact. The biggest change is that mobile phone is used from talking to browsing. The more consumer use smartphone, the more consumer decrease their attention in digital banners or advertisements. Hence, advertisers should base on different digital campaign’s objective to deliver different banners or creative ads. Since digital is getting more and more important, and the overall market research can’t catch up with the mobile marketing’s growth, this research will base on Modified Delphi Method to survey
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Chi, Hsu-Hsien Annie. "Program context effects on advertising effectiveness." 1990. http://catalog.hathitrust.org/api/volumes/oclc/22599049.html.

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Thesis (M.A.)--University of Wisconsin--Madison, 1990.<br>Typescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 85-87).
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Chen, Guan-Hao, and 陳冠豪. "The Advertising Effectiveness of Blog Endorsers." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/67703117933147033059.

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碩士<br>國立中央大學<br>資訊管理學系<br>101<br>As the rapid development of network, the number of Internet user grows rapidly, much information technology have become popular, the most popular one is Social Network in recent year. The appearance of Social Network not only shortens the distance between people, but also makes information pass rapidly. In this environment, a lot of people become a celebrity on Internet in some condition. 　　At the beginning of the emergence of Social Network, Blog is most popular. And many kinds of Blog have appeared one by one, such as wretch, pixnet and so on. Almost everyon
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Wang, Tzu-Lan, and 王姿嵐. "The Impact of Endorsement Advertising and Product Involvement on Advertising Effectiveness." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/u95bw5.

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碩士<br>銘傳大學<br>設計創作研究所碩士班<br>93<br>There are many ways to present advertisements. The personal endorsement is one of the most popular techniques in recent years and is also used a lot in Taiwan’s advertisements. For example, P&G invited Sylvia Chang as a spokesperson of women’s personal hygiene, using her own personal experience to endorse their product. It was the first time that a tampon advertisement was shown on television with a celebrity as a spokesperson. (CtiTV, 2004). However it’s difficult to select a well-known popular spokesperson that fits the features and characteristics of the pr
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Mi, Ching-Yun, and 米慶雲. "Internet Advertising Effectiveness: A Study in Advertising Appeals and Media Type." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/28jk93.

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碩士<br>淡江大學<br>資訊管理學系碩士在職專班<br>104<br>In recent years, finding ways to measure Internet advertising effectiveness has become an important research issue in Information Management. From the perspective of hierarchy-of-effects model, this study aims to explore relevance of the indicators of internet advertising effectiveness and to investigate whether different advertising appeals and media types may affect the advertising effectiveness. The authors asserts that scientifically determined quantitative indicators present in each stage and these indicators can measure the advertising effectiveness.
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Wen, Hung Ching, and 洪靖雯. "The Study of Brand Awareness and Advertising Involvement on Advertising Effectiveness." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/17220221623880628619.

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碩士<br>淡江大學<br>國際貿易學系<br>92<br>Advertising is the main channel between enterprise and consumers. It is a concern-worthy question that understanding the reaction of consumers to advertising and the effects made by advertising. Due to the diversities among consumers’ personalities, the degree of their attention varies when they receive information from advertising. This influences the formation of their attitude and the final decision of their purchase. The differences of brand awareness of advertising products may influence consumers’ reaction of advertising stimulation as well. Therefore, this
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Shieh, Dong-Po, and 謝東波. "The Effects of Advertising Type And Product Characteristics on Advertising Effectiveness." Thesis, 1994. http://ndltd.ncl.edu.tw/handle/80771363232909388939.

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Costa, Maria João Carvalho Trindade Neves e. "Advertising effectiveness: the impact of advertising creativity and emotional media context." Master's thesis, 2019. http://hdl.handle.net/10362/68754.

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Ad creativity and the emotional media context in which the ad is embedded are known to play an important role in ad effectiveness. As the effectiveness of ad campaigns is a major concern for advertisers nowadays due to the rising cost of consumer attention, the current research explores how it can be enhanced by looking both at the impact of ad creativity dimensions and of the arousal level of the media context on advertising outcomes. Two studies were conducted for this purpose. The first one (N = 217) showed that the two ad creativity dimensions – divergence and relevance – exert a dif
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Yang, Ya-Chi, and 楊雅琪. "The Effects of Advertising Endorsers on Advertising Effectiveness and Purchase Intention." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/77617367786316348190.

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碩士<br>康寧大學<br>資訊傳播研究所<br>103<br>This study aims to explore the use of macro Guidant locomotive when endorsers after Jay advertising effect on consumer involvement in products, purchase intention, the survey is conducted by purposive sampling method, a total of 500 questionnaires distributed, 482 of them were returned with a resulting utilization ratio of 94.2%; then analyzed descriptive statistics, Pearson correlation analysis, regression analysis and hierarchical regression analysis and other statistical methods, According to the research results and the corresponding analysis, the following
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HUANG, HAO-WEI, and 黃浩瑋. "Measuring Ubike Advertising Audient’s Preference of Advertising Presentation Typology and Effectiveness." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/8v69mu.

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碩士<br>國立體育大學<br>休閒產業經營學系<br>106<br>The purposes of the study were measuring public bicycle, Ubike, advertising audient’s preference of advertising presntation typology and effectiveness, exploring the differences of the preference of presentation typology among users, and the relationship between the user’s preference of presentation typology and advertising effectiveness. The study was a quantitative oriented, and research tool was a high validity and reliability closed-ended questionnaire. The sampling process was stratified convenient sampling. 392 valid questionnaires were collected. The r
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CHU, MIN-HUA, and 朱敏華. "A Study of the Advertising Skepticism, Advertising Avoidance, Advertising Irritation and Advertising Effectiveness: The Moderating Effect of Engagement." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/m52z36.

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碩士<br>國立嘉義大學<br>行銷與觀光管理學系研究所<br>106<br>This study uses Airbnb as an example to explore the relationships among advertising skepticism, advertising irritation, and advertising avoidance on advertising effectiveness. And we also research the moderating effect of engagement on advertising effectiveness in the study. This study is based on experimental designs to validate the hypotheses and includes 322 participants. The main results of this study are as follows. (1) Compared with low engagement effect, high engagement can lead to better advertising effectiveness. (2) Compared with low ad skeptici
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WEI-SHAN, KAO, and 高偉珊. "The Influence of Skin Care Products of Advertising Spokespersons on Advertising Effectiveness." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/s37s63.

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碩士<br>國立臺北商業大學<br>國際商務系碩士班<br>104<br>The cosmetics market was sustained rapid growth over the past decades. The numerous brands competition is intense. Many enterprises apply various types of marketing tools to attract their consumers and one of the most important marketing strategies is advertising. The spokespersons in advertising are the most commonly used methods. In this study, we choose female as a research object and use convenience sampling and snowball sampling method. To adopt 3×2 design of experiments. This study discusses the type of spokesperson (Dermatologists, Beauty Experts, an
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Ming-Jiuan, Tsai, and 蔡明娟. "Endorsers persuasive and Involvement on Advertising Effectiveness -Taiwan Beer’s Advertising as Example." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/33575041805448448595.

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碩士<br>環球技術學院<br>中小企業經營策略管理研究所<br>94<br>Since 1996 the television advertisement of beer opened, various merchants in order to enhance the market share, proposed the good marketing plan. This research discussion the Taiwan Beer takes advantage of celebrity whether has achieved the advertising industry initial expectancy, consumer persuasive and arrive advertising effectiveness. Advertising effectiveness comprises advertising attitude、product attitude and purchase intention. Endorser persuasive comprises attractiveness and trustworthiness. However, consumers confront difference of environment, br
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