Dissertations / Theses on the topic 'Advertising effectiveness mobile games'

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 also some qualitative methods were employed in the initial phases of the research. As this research was done simultaneously with another researcher on the same topics, access to some of her interview transcripts were gained. These interviews were used as a pre-test before studying the matters in a larger scale with quantitative methods and they also helped in forming the survey questionnaire. However, as the interviews were conducted for different purposes, only what comes out of the quantitative study, are reported as findings of this research. The results of the study show that banner advertising, as it currently exists in mobile games, does not have a positive effect on gamers. On the contrary, gamers have fairly negative or negligent attitudes towards advertising in mobile games. Entertainment offered by the advertisement, as well as its information value, are important determinants of attitudes but gamers do not feel that IGBA succeeds in either category. In addition, due to the rather disconnected nature of banners, they are many times on the way of playing and get clicked accidentally which causes irritation in gamers. The cost of the game also affects significantly to the acceptance of advertising in mobile games. The cheaper the game, the more tolerant players are for advertising in it and vice versa. The same applies to the level of involvement that the game requires. If the game requires deep concentration, an appearing banner advertisement is perceived considerably more irritating and inappropriate, as it harms the game play severely. The correlation between attitudes and intentions is significant and thus it is important to pay attention to the factors that contribute to the overall attitude towards IGBA. One of the most promising findings in this study considering advertising effectiveness links to incentives offered via IGBA. Offering incentives based on the progress made in the game, for instance in the form of discounts and free trials, has a strong positive effect on the intention to click on IGBA. These kinds of incentives players would like to choose themselves from different options and preferably redeem them in a physical store. Basing the incentives on the player’s specific playing location got rather strongly divided interest, which yields for careful targeting and consideration if this advertising format is to be used. The results of this study need to be taken in light of some limitations. Firstly, the empirical research was conducted on a convenience sample of Finnish mobile players, which limits the possibility to generalize the results. Also as earlier research in this area is very scarce, the model presented acts only as a start for mobile IGA effectiveness research. It is likely that not all the factors affecting attitudes towards mobile IGBA are represented in the model. Thus the presented model could be further developed in future research
Tämän tutkimuksen tavoitteena on määrittää mobiilipeleissä esiintyvän bannerimainonnan tehokkuutta. Aihetta lähestytään tutkimalla mobiilipelaajien asenteita bannerimainontaa kohtaan, sekä heidän aikomustaan klikata kyseisiä mainoksia. Aluksi käydään laajasti läpi aiempaa kirjallisuutta bannerimainonnasta, mobiilimainonnasta sekä pelien sisäisestä mainonnasta. Tämän pohjalta muodostetaan teoreettinen viitekehys, jota myöhemmin testataan empiirisen datan avulla. Empiirinen osio on suoritettu pääasiallisesti kvantitatiivisia metodeja hyödyntäen, mutta tutkimus sisältää myös lyhyen laadullisen osion. Laadullisen osion aineisto koostuu toisen tutkijan haastatteluaineistosta. Tätä haastatteluaineistoa käytettiin esitestinä, ennen asenteiden ja aikomusten tarkastelua laajemmalla kyselytutkimuksella kvantitatiivisin menetelmin. Haastatteluaineisto myös auttoi kyselylomakkeen kysymysten muotoilussa. Haastattelut suoritettiin eri tarkoitusta varten, minkä vuoksi ainoastaan kyselyn tuloksia käytetään raportoitaessa tämän tutkimuksen johtopäätöksiä. Tutkimuksen tulokset osoittavat, että peleissä hyödynnettävällä bannerimainonnalla ei ole kovinkaan positiivisia vaikutuksia pelaajiin. Päinvastoin, pelaajien asenne bannereita kohtaan on yleisesti melko negatiivinen tai välinpitämätön. Mainosten tarjoama viihdearvo sekä informatiivisuus ovat olennaisia asenteiden muodostumisen kannalta, mutta bannerit eivät onnistu tyydyttävästi kummassakaan kategoriassa. Lisäksi, bannerit ovat usein irrallisia peliympäristöön nähden, minkä vuoksi ne ovat helposti pelaamisen tiellä ja niitä klikataan vahingossa. Tämä puolestaan ärsyttää pelaajia. Näiden tekijöiden lisäksi pelin hinnalla on olennainen vaikutus asenteisiin mainontaa kohtaan. Mitä halvempi peli on, sitä hyväksyttävämpää mainostaminen on pelaajien silmissä. Myös pelin vaatimalla keskittymisen tasolla on vaikutusta pelaajien asenteisiin. Peleissä, jotka vaativat pelaajalta syvempää keskittymistä ja enemmän huomiota, mainokset koetaan huomattavasti negatiivisemmin, sillä ne haittaavat pelikokemusta. Asenteiden ja aikomusten välillä on merkittävä positiivinen korrelaatio, minkä vuoksi on syytä kiinnittää huomiota pelaajien asenteisiin vaikuttaviin tekijöihin. Yksi tutkimuksen lupaavimmista tuloksista liittyy tarjouksiin tai etuihin, joita bannereissa voidaan tarjota. Systeemi, jossa pelaajaa voisi saavuttaa palkintoja, kuten alennuskuponkeja tai tuotenäytteitä pelisaavutustensa perusteella, lisäisi pelaajien aikomusta klikata bannereita huomattavasti. Pelaajat ovat kiinnostuneita itse valitsemaan saavuttamansa edun muutamista vaihtoehdoista ja suosisivat fyysistä myymälää edun lunastamisessa ennemmin kuin verkko- tai mobiilikauppaa. Kiinnostus etujen kohdentamiseen pelaajan paikkatiedon perusteella saa vaihtelevan kannatuksen, minkä vuoksi harkintaa on syytä noudattaa, mikäli kyseistä mainonnan muotoa aiotaan hyödyntää. Tämän tutkimuksen tuloksia tarkastellessa on syytä ottaa huomioon eräitä rajoituksia. Ensinnäkin, empiirinen osio on suoritettu mukavuusotannalla kerätystä otoksesta saatuun dataan perustuen ja otos koostuu ainoastaan suomalaisista pelaajista. Nämä seikat rajoittavat tulosten yleistettävyyttä. Toiseksi, koska aiempi tutkimus aiheesta on hyvin niukkaa, esitetty malli on vasta alkua tutkimukselle mobiilipelimainonnan tehokkuudesta, eikä esimerkiksi todennäköisesti käsitä kaikkia asenteisiin vaikuttavia tekijöitä. Tämä kuitenkin tarjoaa pohjan tulevaisuuden tutkimukselle, joka voi jatkaa esimerkiksi kehittämällä esitettyä mallia eteenpäin

Virtual reality tech is new, exciting and full of opportunities.Despite this the gaming section of virtual reality does not grow asfast as it was predicted it would be. Headsets and games areexpensive and perhaps a market model similar to the mobile gamingmarket would do the new tech good. A model that is heavily reliant onadvertisements and low prices.The purpose of this thesis is to show that virtual reality games areas viable an advertising target as mobile games that are a popularadvertisement medium. The study uses 2D billboard advertisements asthey are a non-intrusive advertisement format that can be implementedin a similar fashion on a mobile game and VR game.For this study two games were developed, one that runs on a OculusQuest VR headset and one for mobile Android devices. The games are asclose to each other as possible in terms of objective and settingwith the same advertisements implemented in them, each game featurestwo levels, one level contains advertisements and one does not.Surveys are used to find data regarding how the advertisementsaffected the game experience on both platforms. Interviews were thenconducted to find more qualitative information and to explain theresults as well as to find out what makes an advertisement good ortolerable.

The development in advertising industry has lately gone from open advertising through few, major distribution channels to a hidden and targeting advertising integrated into everyday life. Advertisers grow increasingly unhappy with the value delivered by the traditional mediums. They turn to alternative distribution channels in order to increase the success rate of advertising campaigns. Channels seen as unattractively with little purchasing power previously are attracting advertisers’ attention. The goal of this thesis has been to identify future distribution channels for advertising through computer games and mobile devices. In addition to identify, the report aims to look into the market potential of the identified advertising channels as well. This thesis begins with an introduction to advertising. Then advertising in computer games are investigated in the next chapter. The audience and business aspects of this advertising branch are examined and existing distribution channels are presented. Then a case study of advertising in a computer game named Cricket 07 and a virtual world called Second Life are carried out. Based on the thorough case study, several unexploited advertising channels are found and presented. The concepts are described in detail and high-level technical models are presented. The second part of the thesis examines mobile advertising. The same procedure is used here as for advertising in computer games. The main contribution of this part is the proposed solution presented in the end of the chapter. An advertising channel tailor made for Wireless Trondheim is described and a high-level technical model of the proposed distribution channel is given. The main contribution of this thesis is the identification of new distribution channels for advertising through computer games and mobile devices.

Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors.

The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations.

It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.

 

Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained their businesses for 3 or more years, completed semistructured interviews. The entrepreneurs responded to open-ended questions designed to determine how they successfully marketed their mobile game applications. Moustakas's modified van Kaam method was used and included coding and organizing data into 5 primary themes that emerged from the analysis. The primary themes that emerged from the analysis were marketing challenges, social network influences, financing opportunities, innovative marketing approaches, and marketing strategies. The findings suggest that social media and networks are essential for marketing success, and mobile games should be innovative to ensure competitive advantages. The knowledge generated from this study may help mobile game entrepreneurs successfully market their mobile game applications and sustain their business. An increased number of businesses may lead to social change by helping to create jobs, thus reducing unemployment.

Marketing and advertisement activities are transforming as new digital media streams emerge. It is believed that the first major digital transition took place when broadcast media such as television and cinema, also called first screen, to the PC Internet, referred to as the second screen, entered the media industry. The last couple of years saw an expanding transition into the third screen, which is the mobile handset, commonly known as cellphones in South Africa. The rapid explosion of mobile phones and other mobile devices has created a new marketing channel. The use of Short Messaging Service, Multimedia Message Service, Graphic WAP Banners, and Video Clips to communicate with customers through their mobile devices / cellphones has gained popularity, making the mobile phone the ultimate medium for one–to–one or one–to–many marketing. And the more mobile handsets penetrate the mass market, the greater are the opportunities for advertising experiences. This exploratory study investigates the impact / effectiveness of mobile advertising to consumers in the short–term insurance industry. The study briefly focuses on whether marketers are reaping the benefits of using this medium to communicate and market their products and services to the identified target market. The findings indicate that mobile advertising has an impact on consumers in the short–term insurance industry. It was also envisaged that where mobile advertising seems to have no effect, the root of the problem lies in the mass marketing approach. Customers are looking for full customisation of mobile marketing messages, based on their individual requirements, tastes, preferences, location, time, and it should also add value to consumers. For maximum impact, it is also recommended that marketers should build measurements, targeting and optimisation into their campaign processes.
Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

碩士
國立彰化師範大學
企業管理學系
105
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 effectiveness, including attention, attitude, memory, click intention, and purchase intention. In addition, the personalized degree has significant differences in purchase intention.

碩士
國立政治大學
傳播學院碩士在職專班
104
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 the mobile advertisement effectiveness in different campaign objectives. The sampling of experts will secure specialists who have related digital experience and must work over 5 years in this advertisement industry. After second round’s survey, this research come out 2 scopes and 5 principles. 1.Impressions and clicks are not key KPI for different campaign objectives *To maximize brand awareness: not only impressions and clicks, but also click rate and CPM should take as main KPIs (key performance implementation). *To have a strong relationship with consumer: click, click rate and impressions are the top 3 KPIs should be covered to review in campaign’s post-evaluation. *To drive the sales: conversion rate, CPM and clicks become the most important elements to review campaign objective. 2.Advertisers should have a long-term strategy in paid key word search *To maximize brand awareness and have a strong relationship with consumer: recommend to have always-on strategy which means open widespread comparison, phase comparison, and completed comparison all the time to find the potential consumers and drive the sales. *To drive the sales: recommend to select widespread comparison and filter non-related words to avoid wasting media budget and campaign cost.

碩士
國立臺灣科技大學
企業管理系
106
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 advertising, but there are few empirical studies on mobile advertising and advertising effectiveness. This study examines the definition of native advertising and discusses the definition of mobile advertising and the differences in advertising effectiveness caused by different forms of advertising.Take the group who uses the mobile devices as a research object, and use questionnaires for data collection. And a total of 303 valid questionnaires were recovered, and through analysis of narrative statistics, reliability and validity analysis and single factor variance analysis. Finally, conduct discussion based on the information obtained. The study found that different forms of mobile advertising have significant differences in advertising effectiveness, and different forms of mobile advertising have a significant impact on advertising awareness and advertising attitude. Keywords: Native Ads, Mobile Native Ads, In-Feeds Ad, Recommendation Widgets, Paid Search, Advertising Effectiveness

碩士
國立臺灣大學
資訊管理學研究所
103
With the ever-increasing number of smart phones, mobile is growing faster than all other digital advertising formats, as advertisers begin allocating dollars to catch the eyes of a growing class of "mobile-first" users. There is a fertile market for personalized adverting. So, the challenge is how to get your users to click more often on the ads appearing on your mobile property. More users clicking on the ads would primarily mean advertising money for the company. Hence, we collected datas from a company who has its mobile applications and makes effort to enhane their mobile Ad effectiveness. Then we used the clustering techniques and decision tree model to find out what factors are related to the click through rate (CTR). Finally, we found that both Ad itself and user behavior influence the Ad effectiveness. For Ad itself, different types of Ads such as Ad categories cause different CTR. For user behavior, there are many factors that should be considered also, for instance, their drama preference, watching hours preference and so on would cause different CTR too. In conclusion, knowing the key factors and using the prediction model can help company to enhance their Ad effectiveness.

碩士
中國文化大學
數位內容管理產業碩士專班
101
Rapid development of information and communication technology makes smartphones and other mobile tools become the new mainstream of communication equipment. The interface, applications and features of smartphones result in various presentation types and advertising appeal of the advertisements receiving and broadcasting on screens, also whether there is location based service or not. The advertisement efficiency may cause structural changes on user awareness, attitudes and intentions. Therefore, this research aims to study the impact how the presentation methods of mobile advertisement effect the efficiency of smartphone advertisement from users’ point of view via three-factor experimental design to look into the mobile advertisement efficiency under the interaction of advertisement type, advertising appeal and location-based service. The research outcomes are expected to be attained via the combination of the above theory and practical experiments in order to concretely illustrate the relation between the presentation method of mobile advertisement and the efficiency of smartphones advertisement. Also, some suggestions will be proposed based on the attained results as the references for future production and development of mobile advertisement. The results are: I- Type of advertisement has significant impact on the efficiency of mobile advertisement. II- Advertising appeal does not have remarkable impact on the efficiency of mobile advertisement. III- Location based service does not have remarkable impact on the efficiency of mobile advertisement. IV- There is not remarkable impacts between advertisement type, advertising appeal and location based service.

碩士
中國文化大學
資訊傳播學系
99
During changing marketing era, advertising media has extended from traditional types to versatile styles, such as website network and mobile advertising. As the penetration of mobile phone has exceeded 100% and the user of 3G mobile, internet has increased year by year, showing that mobile Internet applications are increasingly integrated into public life, mobile phones have a very high privacy, personalization, interactivity and immediacy, mobile advertising has the goal of accurate low-cost and advantages, is a very forward-looking market, the future is bound to become a popular trend. This study was to explore the influence of mobile phone advertising appeals and information formats toward advertising effectiveness, while the demand for the type of mobile phone advertising in general can be divided into three categories, people usually receive a message type for the owners to corporate image, product information, product promotional advertising messages. Presented in the message format, the study for multimedia messages (MMS) and text messages (SMS) to explore two categories, because people received most of this two types of message type. As advertisers sent by the type of mobile advertising most of the corporate image, product information, product promotion three categories, the study used the first of the three types by SMS and MMS advertising effectiveness; again of pure text and multimedia messages generated between the advertising effectiveness; to give the owners want to send a reference message, to the utilization of the marketing can be more efficient, and rich mobile advertising research.

碩士
國立中央大學
資訊工程學系
101
Mobile ad recommendation features short documents/queries and location factor. How to combine these two factors with proper IR model is the key issue. Hence, we distinguish location-sensitive queries from location-independent queries such that the ad-matching algorithm could react differently for various queries. For those location-sensitive queries, it is difficult to attain excellent recommendation effectiveness with traditional retrieval model. The relevance of recommended ads under the constraint of user accessibility could not be as relevant as the relevance of recommended ads without limit of distance. Thus, to model the tradeoff between ad relevance and ad distance to the user in personalized ad-matching algorithm is a key issue. As for location-independent queries, mobile ad matching system still have to solve vocabulary mismatch problem because short documents and short queries have been the inherent part of mobile advertising. Hence, we focus on improvement of retrieval effectiveness to relieve vocabulary mismatch problem via relevance model and LDA smoothing. We compare the retrieval effectiveness of the relevance model with vector space model and query likelihood model with LDA smoothing. The average result over 34 users showed that our proposed approach with relevance model achieved the best performance. Although relevance model is effective in ad matching, the computation time takes long time due to complicated calculation. Thus, we consider only high-weighted PMLE(w|D) values and high-weighted PQL(q|D) values in the estimation of relevance model, and top-ranked words with high-weighted P(w|Q) value in the summation of KL-divergence. The efficiency consideration makes the complex computation of the ad matching algorithm with relevance model finished in limited time.

碩士
嘉南藥理大學
應用空間資訊系
106
With the rapid development of smart phone, a lot of new services have come to pass, which can be used by the new equipment and mobile wireless to break through barriers of indoor positioning technology. The service provider can collect the user’s behavior pattern through the mobile application, and then gather a large number of groups with the same attributes. However, there seems to be a lack of mobile advertising effectiveness on indoor positioning, due to the fact that it hasn’t widely used at present. This study will use the exhibition field space as the subject of indoor navigation test. In order to understand the relevance between Location-Based advertising and consumer behavior, a questionnaire investigation was used to use the technology acceptance model (TAM) as an infrastructure for its design. And add the characteristics of the mobile advertising to the architecture, and then design the questionnaire outline based on this architecture map. Through the analysis of the collected questionnaire results, this study explores the consumer's attitude and the willingness towards the mobile advertising when using the smart phone, and find out the relevance between them. According to the analysis of the questionnaire, respondents increase their willingness to open the mobile advertising received through the indoor positioning app about 6 times and reduce the rejection. Through this study, we can know that positioning technology can effectively target accurate consumers, and thus improve the effectiveness of mobile advertising. In the future, the data analysis of the questionnaire can be conducted for LBS advertising to find out more useful information to change the marketing strategy, as a service provider or users can refer to the information to create a win-win situation.

碩士
開南大學
資訊及電子商務學系
102
The navigation system of online stores can be considered as an interactive advertising, also can be viewed as an approach of products classification. The ranking of sales and classification of product attributes are the two common representations of the navigation system. Based on the theories of acceptance of innovativeness and Elaboration Likelihood Model, we proposed a model to understand the effectiveness of different navigation systems on advertising. This model includes consumers’ acceptance of innovativeness and their level of involvement to explore the influence of consumers’ characteristics and different navigation systems on advertising effectiveness in a mobile application store. We conducted a laboratory experiment as our research method. We modified and extended the system of i-phone App Store (App Store) to develop a navigation prototype. The experimental results are introduced as follows. 1. The consumers with higher level of involvement, the effectiveness on classification of products attributes is greater than ranking of sales on the advertising effectiveness. 2. The two advertising approach: the latest ranking of sales for this week, and annual selection ranking, both have positive advertising effects on the consumers. 3. The navigation system of product and new product classification can attract high-involved consumers more than the navigation system of product classification. In the practical contribution, we believe that the results of this study can improve the effectiveness of online shopping navigation system on the perspective of advertising benefits.

碩士
國立虎尾科技大學
資訊管理系碩士班
104
Mobile advertising allows business to communicate with consumers anytime and anywhere. For advertisers, investigate the impacts of mobile advertising effectiveness of users is worth studying. Therefore, the study is based on advertising value model, adding interactivity to understand advertising message characteristics that impacts user''s advertising attitude and advertising value, and further discusses the impacts of user''s advertising attitude and advertising value on advertising effectiveness. The results found: (1) entertainment, credibility and interactivity of advertising message had positive impacts on the advertising value; (2) entertainment and credibility of advertising message had positive impacts on the advertising attitude; (3) irritation of mobile advertising had negative impact on the advertising value; (4) advertising value had positive impact on the advertising attitude; and (5) advertising value and advertising attitude had positive impacts on the advertising effectiveness.

碩士
國立中山大學
傳播管理研究所
100
Compared with the advertisement on traditional media, mobile applications are totally different in usage situation, operating interfaces and communication modes with consumers. The study analyzes the influence of the positions (such as, pre-game advertisement and peripheral game advertisement) and formats (such as, dynamic banners advertisement and rich media advertisement) of advertisement on advertising effects. In addition, flow level is the modifying variable. The study collected a total of 220 effective samples by using judgmental sampling procedures to send out questionnaires over the Internet. Respondents must have experiences in playing Angry Bird on a smart phone The research results include: (1) The positions of advertisement influence significantly over the advertisement attitudes, brand and product memories; (2) The formats of advertisement influence significantly over the advertisement attitudes, and (3) The positions and formats of advertisement influence significantly over the advertisement attitudes when respondents are in low flow level. On the contrary, the positions and formats of advertisement influence significantly over brand and product memories when respondents are in high flow level.

碩士
國立臺灣科技大學
企業管理系
104
Social networking websites have become the main browsing sites for mobile device users while mobile advertising and social network advertising are drawing high attentionfrom the advertising industry. The study probes into the mobile device users clicking on the content advertising posts on Facebook “newsfeed” connecting to external websites, and the communication effectiveness of advertising from the attitudes towards advertising, advertising avoidance and advertising on readers in website display advertising. 　　The study adopts questionnaire survey and quantitative analysis. The results of study show the follows: (1)The intention for pay per click content advertising sorted in descending order is social network shared contexts, context subscription, and recommended contextual advertising. (2) Students enrolled in schools show high intention in pay per click contextual advertising, and stronger negative attitude toward advertising and advertising avoidance for display advertising. (3) Active mobile Facebook users and users with more shopping and information browsing habits show higher intention in content advertising, while the communication effectiveness of display advertising also has better effect on them. (4) Positive attitude toward advertising has greater influence on the commination effectiveness of advertising. (5) Stronger negative attitude toward advertising will lead to more advertising avoidance. (6) The effectiveness of display advertising on drawing attention and interests from readers is fair, however the overall communication effectiveness of advertising is rather poor. 　　The study proposes three suggestions: (1) The format and projection of display advertising should be designed with more interesting methods to draw more attention from readers. (2) The improvement on the commercial model of communication effectiveness in website display advertising through social network advertising will require the incorporation of user characteristics, preference and habits. (3) The best cooperation model for projection of social network advertising is to analyze the advertising method of social network clustering effect through the integration of event marketing, effective payment use and free exposure.

碩士
南榮科技大學
工程科技研究所碩士班
107
The purpose of this research is to improve effectiveness of students with mathematics learning disabilities by using mobile application software and augmented reality board games. Nowadays, mobile devices are so popular that all the junior high school students have mobile phones. In addition to personal communication and social functions, mobile phones are the most direct tools for learning. Therefore, “Square Number Test” is designed by using MIT App Inventor2. “Square Root Memory Game” and “Snakes and Ladders” are created by combining Unity (a game engine) and Vuforia (an augmented reality software development kit). And then the three applications are integrated into teaching activities. The subjects of the research are three eighth graders with mathematics learning disabilities and they are taught two units, square root and root computing on Mathematics 3 for junior high school. Experimental teaching and evaluation are implemented in three periods. Teaching effectiveness is analyzed by Visual Analysis and C Statistics. The results of this research are as follows: 1. Interactive programs can arouse students' interest in learning and have a significant effect on learning outcomes. 2. The integration of mobile device and the augmented reality board game into teaching has a stable maintenance period after the course. 3. The subjects suffer from short-term memory deficit, loss of symbol, exceeding cognitive load and misconceptions. When they are not familiar with the software, the lack of stimulus-response connection will affect the test scores.