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Sauer, Raymond D. "Credible information? : the impact of the FTC's advertising substantiation program /." Thesis, Connect to this title online; UW restricted, 1985. http://hdl.handle.net/1773/7380.
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Ustinova, Irina P. "Impact of English on modern Russian TV advertising." Related electronic resource: Current Research at SU : database of SU dissertations, recent titles available full text, 2002. http://wwwlib.umi.com/cr/syr/main.
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Flanagan, Michael Anthony. "An investigation into the impact of online and mobile advertising on the South African advertising landscape." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008588.
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This study aimed to provide South African advertising professionals with insights into the current state of online and mobile advertising in South Africa, highlighting areas in which this sector of the industry can develop in order for professionals to perpetuate successful and innovative use of the mediums available to them and their clients. The study draws on literature from the fields of traditional advertising, digital advertising and new media. Research on the South African digital advertising climate is not as readily available as that of international studies based in the United States of America and the United Kingdom. The study therefore used two data collection methods namely, telephonic semi-structured interviews with advertising professionals employed within the South African advertising and marketing industries as well as an electronic survey also aimed at advertising professionals employed within the South African advertising and marketing industries. The data collected aims to provide an insight into the professional opinions and feelings of these professionals as to how the South Africa digital advertising landscape is perceived, how it compares to its international counterparts and whether online and mobile technologies have had an impact on the South African advertising industry in terms of ad-spend not only on digital but on traditional advertising. The data from both the semi-structured interviews and survey were analysed in terms of the aforementioned aspects and correlations were found between the qualitative and quantitative data. Five advertising professionals from various agencies from around South Africa were interviewed telephonically while 27 advertising professionals attempted the electronic survey with 21 completing the survey. The study found that advertisers acknowledge that online and mobile technologies have had an impact on the South African advertising industry as digital advertising is now seen as an important fixture within the advertising industry and is considered to now be as important as traditional advertising. However, although advertising professionals acknowledge this importance, the medium is still underutilised due to a number of determining factors. These factors include insufficient knowledge in the field of digital advertising by advertisers and clients as clients are still unwilling to allocate similar levels of ad-spend to digital as they would to traditional advertising, this despite a notable increase in digital ad-spend. Traditional advertising still dominates ad-spend and advertisers are of the opinion that despite the growth of digital media, this trend will remain prevalent in South Africa which continues to trail behind its international counterparts.
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Keppel, David P. "Adverse advertising : the impact advertisements have on webpage content retention /." Online version of thesis, 2009. http://hdl.handle.net/1850/10850.
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SCHULLSTRÖM, TERESIA. "The Impact of ConsumerNavigation Behaviour on VisualAttention to Online Advertising." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-138169.
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The wide use of Internet has opened up many opportunities for advertisers. This has resulted in a multitude of ads in different format and contexts on everything from entertainment sites and online newspapers to search engine result pages (SERPs) and e-commerce websites. However, it has been shown that when surfing online, the consumers are more engaged in the current task and thereby also more goal directed than when consuming traditional media. This has, in combination with cluttered websites and ads sharing bandwidth with content, resulted in the phenomenon banner blindness, which indicates that consumers purposefully ignores everything that looks like advertising. A factor that in previous studies has shown to have a large impact on the allocation of visual attention on a website is the consumer’s current task, which directly affects their navigation behaviour on the website. A consumer that is browsing apply a different behaviour and is affected by other factors in the visual scene than a consumer that knows what s/he wants and therefore uses goal directed search as the searching strategy. Through a literature study and an eye tracking experiment this thesis investigates the impact of the consumer’s task on visual attention to advertising on websites, with the focus on internal advertising (merchandising ads) on e-commerce websites. The tasks used in the eye tracking methodology were designed to create a more realistic visual navigation behaviour compared to previous studies in the field. The results show that when browsing, the consumers are generally more receptive to peripheral stimuli, which in many cases also includes advertising. When the consumer has a specific goal in mind, s/he gets more goal directed and uses stored searching strategies to efficiently find the wanted target and/or clues about where the target can be located. The visual behaviour is thereby controlled by higher cortical centres and does not get affected by peripheral stimuli in the same extent as when the consumer is browsing. It was also found that it is very challenging to create a natural browsing behaviour in a study environment. This is due to several factors and is a very critical problem for studies investigating visual attention since a realistic task is the key to create realistic behaviour and thereby also an accurate and usable result.Den utbredda användningen av internet har öppnat många möjligheter för annonsörer. Detta har resulterat i en uppsjö av online-annonser i olika format och sammanhang, placerade på allt från underhållningswebbplatser och online-tidningar till ”search engine result pages”(SERPS) och ecommercewebbplatser. Det har dock visat sig att konsumenter som surfar på nätet är mer engagerade i den aktuella uppgiften och därmed också mer målinriktade än konsumenter som konsumerar traditionella medier. Detta har, i kombination med webbplatsernas plottrighet samt att annonserna delar bandbredd med det huvudsakliga innehållet, resulterat i fenomenet ”banner blindness”. Detta innebär att konsumenter medvetet ignorerar allt som ser ut som reklam. En faktor som i tidigare studier har visat sig ha en stor inverkan på fördelningen av visuell uppmärksamhet på en webbplats är därför konsumentens aktuella uppgift, eftersom den direkt påverkar navigationsbeteendet på webbplatsen. En konsument som ”browsar” använder ett annorlunda beteende och påverkas av andra faktorer i den visuella miljön än en konsument som vet vad han/hon vill ha och då använder en mer målinriktad typ av sökning som sökstrategi. Genom en litteraturstudie och ett eye tracking experiment undersöker denna avhandling effekterna av konsumentens uppgift och mål på den visuella uppmärksamheten av reklam på webbplatser, med fokus på intern reklam (merchandising-annonser) på e-commercewebbplatser. Uppgifterna som användes i eye tracking metodiken var designade for att skapa ett mer realistiskt navigationsbeteende jämfört med tidigare studier inom samma område. Resultaten visar på att när konsumenterna ”browsar” är de i allmänhet är mer mottagliga för perifera stimuli, som i många fall även omfattar reklam. När konsumenten har ett specifikt mål i åtanke blir han/hon mer målinriktad och använder då lagrade sökstrategier för att effektivt hitta det önskade målet och/eller ledtrådar om var målet kan lokaliseras. Det visuella beteendet styrs därmed av högre kortikala centra och påverkas inte av perifera stimuli i samma utsträckning som när konsumenten ”browsar”. Det konstaterades även under undersökningen att det är mycket svårt att skapa ett naturligt browsing-beteende i en studiemiljö. Detta beror på flera faktorer och är ett mycket kritiskt problem för studier som undersöker visuell uppmärksamhet, då en realistisk uppgift är nyckeln till att skapa ett realistiskt beteende och därmed också ett korrekt samt användbart resultat.
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Cheoux-Damas, Océane, and Floch Marius Le. "Advertising overload : A quantitative study on the impact of the perceived intrusiveness of online advertising on the purchase intention." Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-90704.
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Yahya, Azizul Halim. "The globalisation of Western advertising : a case study of the impact of imported advertising on cultural values in Malaysia." Thesis, Loughborough University, 2001. https://dspace.lboro.ac.uk/2134/7568.
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Yang, Xiaojing. "The impact of perceived advertising creativity on ad processing and response." [Bloomington, Ind.] : Indiana University, 2006. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3223037.
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Thesis (Ph.D.)--Indiana University, Kelley School of Business, 2006."Title from dissertation home page (viewed June 26, 2007)." Source: Dissertation Abstracts International, Volume: 67-06, Section: A, page: 2242. Adviser: Robert E. Smith.
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Liston, Ross. "How is green seen? Exploring the impact of visual elements in ‘green’ advertising." Diss., University of Pretoria, 2009. http://hdl.handle.net/2263/24360.
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The influence of visual elements in green print advertising to potentially affect changes in human consumptive practices has been explored in this dissertation. This was investigated via web-based questionnaires administered to business school students (n = 135) where the manipulation of the key visual elements of extent of visuals used relative to the copy, and the inclusion of visual rhetoric (i.e. the use of imagery to convey a message) were explored. To determine this, varying sets of adverts were presented and respondents were requested to rate their attitude towards the advert; their likelihood to purchase the product shown, and to indicate which adverts they preferred. Potential moderating variables related to the observer (i.e. need for cognition and need for emotion) and the adverts (i.e. product type and brand) were also evaluated. The findings demonstrated that visuals with in adverts and the use of visual rhetoric could produce statistically different results form adverts without these visual elements. However there was also evidence to suggest that the use and application of visuals is complex in nature and not easily achieved in practical applications. The main reasons for this related to the fact that it is difficult to define visuals at the exclusion of other variables; and that the manner in which a consumer processes this visual is a key determinant that is influenced by processing style/attitude and is consequently not easily controlled. The research also attempted to explore the impacts of related moderator variables such as product type and familiarity of brand but due to design constraints and difficulties in explaining findings such results proved inconclusive. The research report concludes with recommendations for future research and application; stressing the importance of the end goal of sustainable consumption.Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
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Carr, David Jasun. "An investigation into the comparative cognitive impact of conventional television advertising and product placement." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 2005. http://www.kutztown.edu/library/services/remote_access.asp.
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Thesis (M.S. )--Kutztown University of Pennsylvania, 2005.Source: Masters Abstracts International, Volume: 45-06, page: 2705. Typescript. Abstract precedes thesis as 2 leaves (iii-iv). Includes bibliographical references (leaves 69-75).
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Wong, Tsui-wan. "The impact of outdoor commercial signs on the imageability of Hong Kong." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B2579999x.
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Naqvi, Iman. "The War on Tobacco: The Impact of Advertising Bans on Tobacco Consumption." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/cmc_theses/732.
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ABSTRACT
This study provides an empirical analysis of the effect of tobacco marketing regulation on unit sales, in order to evaluate the effectiveness these laws in the United States. The analysis did not find a significant effect of tobacco advertising expenditure on unit sales. Examination of advertising expenditure revealed that tobacco companies substituted banned forms of advertising for other marketing strategies, leading to little reduction in total advertising expenditure and a limited effect on sales. Furthermore, it found an unexpected positive relationship between the 1971 Public Health Cigarette Smoking Act and tobacco consumption; the ban on advertising and promotion actually increased sales by over 88 billion units. Additional empirical evidence is provided from studies performed by Fight Ordinances and Restrictions to Control and Eliminate Smoking (FORCES) and Saffer and Chaloupka that show correspondingly inconclusive results. The paper then discusses several policy implications and subsequent recommendations that follow from these results.
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Albani, Francesca. "Thinness Matters: The Impact of Magazine Advertising on the Contemporary Beauty Ideal." Connect to this document online, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=miami1122572653.
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Thesis (M.A.)--Miami University, Dept. of Mass Communication, 2005.Title from first page of PDF document. Document formatted into pages; contains [1], iii, 80 p. Includes bibliographical references (p. 68-80).
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Amos, Clinton L. Spears Nancy Elizabeth. "The impact of visceral influences on consumers' evaluation of weight loss advertising." [Denton, Tex.] : University of North Texas, 2008. http://digital.library.unt.edu/permalink/meta-dc-6138.
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Animesh, Animesh. "The impact of online sponsored search advertising on consumer and seller strategies." College Park, Md.: University of Maryland, 2007. http://hdl.handle.net/1903/7362.
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Thesis (Ph. D.) -- University of Maryland, College Park, 2007.Thesis research directed by: Robert H. Smith School of Business. Dept. of Decision and Information Technologies . Title from t.p. of PDF. Includes bibliographical references. Published by UMI Dissertation Services, Ann Arbor, Mich. Also available in paper.
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Amos, Clinton L. "The Impact of Visceral Influences on Consumers' Evaluation of Weight Loss Advertising." Thesis, University of North Texas, 2008. https://digital.library.unt.edu/ark:/67531/metadc6138/.
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The weight loss industry has come under fire from the Federal Trade Commission (FTC) in recent years due to consumer claims that many firms, marketing weight loss products, are using advertisements in an attempt to deceive consumers. Illegitimate weight loss claims have created so much concern that a White Paper call-to-action to investigate misleading weight loss advertisements has been filed. Despite recent interest, little attention has been garnered concerning the understanding of why consumers respond to potentially misleading weight loss claims. Intuitively, an understanding of why consumers fall prey to weight loss claims may aid academics, practitioners, and policy makers as they make important decisions relative to the weight loss industry and its practices. This study fills that void by applying a theory of visceral influences (TVI) to the context of weight loss advertising. Loewenstein's TVI was developed to aid in explaining why consumers make decisions contrary to their long-term self-interest. Visceral influences are drive states that have a direct hedonic impact, have an effect on the relative desirability of various goods and activities, and consequently, have a strong influence over the decisions consumers make. Common visceral cues (cues associated with any reward linked to a visceral factor) include proximity of reward, vividness of reward, and visual priming. To adequately test TVI in the context of weight loss advertising, a two step approach was used. First, advertiser intent was assessed through content analysis of weight loss advertisements. Second, composite advertisements were created from the content analysis to assess subject response to visceral cues common in weight loss advertising. MANOVA results show that the presence of visceral cues affected subjects' thoughts, buying impulse, affective reaction, intentions, and product evaluation. This research makes the following contributions. First, it addresses an area of public policy where there is a need for research to shape future legislation. Second, it provides an initial empirical examination of the effects of visceral cues on subjects' providing a foundation for further application and theory building. Third, it reveals that visceral cues effects are moderated by an individual's level of involvement with a reward.
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Tefertiller, Alec. "Your Friends Like Our Brand: Social Impact, Capital, and Connections in Social Media Advertising." Thesis, University of Oregon, 2018. http://hdl.handle.net/1794/23100.
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Social media networks such as Facebook enable advertisers to embed social connection information within advertisements. The purpose of this study was to better understand how social cues in social media advertising contribute to consumers’ brand attitudes and purchase intentions. Two theoretical constructs guided the study: social impact theory and social capital theory. Social impact theory suggests that the number, relational strength, and immediacy of individuals exerting social influence determine its effectiveness. Social capital theory posits that our social networks are a product of the relational capital we have invested in them, with two forms of social capital: bonding and bridging. Bonding is associated with our intimate, "strong ties," and bridging is associated with our larger circle of acquaintances, or "weak ties." Using an experiment (N = 211), it was determined that while social context cues included in social media advertisements did influence brand attitudes, the strength and intensity of cues did not have an effect. Furthermore, bridging, strong-tie social capital positively moderated the relation between advertisement attitude and social media sharing of the advertisement as well as the relation between brand attitude and purchase intentions.
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Moser, Ann Wiley. "The impact of lawyer advertising on the public's image of the law profession." Thesis, Georgia Institute of Technology, 1996. http://hdl.handle.net/1853/30528.
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Coderre, François. "The impact of emotional ads : the role of involvement, ad type, and type of purchase motives." Thesis, McGill University, 1994. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=28714.
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The present dissertation examines the impact of advertising message involvement (AMI) and the type of ad (ADTYPE) on the nature (cognitive versus affective) and level of abstraction of the information that is encoded during ad exposure. In addition, it examines the impact of brand response involvement (BRI) and the type of purchase motives (TPM) on the nature and level of abstraction of the information that is used for making a judgment or choice.An experiment using 372 subjects was conducted. A 2x2x2x2 between subjects design manipulated AMI (low versus high), ADTYPE (rational versus emotional), BRI (low versus high), and TPM (cognitive versus affective). Results indicated that ADTYPE determines the nature of the information that is encoded during ad exposure, whereas AMI determines the level of abstraction of cognitive (but not affective) information encoded. Results regarding the impact of BRI and TPM were not conclusive.
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Whitman, Joshua Bowling Cynthia Jones. "Does targeted campaign message impact vote intention and vote choice? an experimental study of Alabama seniors /." Auburn, Ala, 2009. http://hdl.handle.net/10415/1623.
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Cummings, Maria N. "Consumer engagement perspectives : a tool for ensuring advertising's impact? /." Online version of thesis, 2007. http://hdl.handle.net/1850/4804.
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Sedláčková, Veronika. "Analýza vlivu reklamy na děti." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197003.
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Advertising is an integral part of our lives. We meet with advertising at every step. Adults can, for the most part, distinguish and understand advertising, but what about children? How advertising influences children? Are they ready for it? The aim of this thesisis to introduce the concept of advertising, advertising history in our country, legislation and also analysis of the impact of advertising on children.The first part of this analysis is given to parents and seeing how they perceive advertising, respectively its impact on children. The second part of the thesis represents the analysis of the impact of advertising on children, in a breakdown by the given ages.The work is aimed at children up to seven years, mainly on children attending a kindergarten. These children are divided by age into three categories, namely children under three years old, children under five years of age and children under seven years of age. The conclusion of the thesis summarizes the findings of my own analysis and presents possible recommendations.
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Nagaraj, Sanjay. "The impact of consumer knowledge, information mode and presentation form on advertising effects." Doctoral thesis, KTH, Numerisk Analys och Datalogi, NADA, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-4387.
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Consumers consistently acquire information on product attributes available to them. In considering the many and varied effects of advertising a very central issue is how these attribute information in an ad is processed, that is, how consumers were able to comprehend and remember what an ad claimed. Researchers also seem to believe that the use of persuasive ads increases recall of attribute information, enhances attitude toward the ad, brand, and positively affects intent to purchase. Such information in marketing communications is often presented either in a vivid or non-vivid form and they are conveyed in either numbers or adjectives. The complexity of numerical information and the fact that they are being used on a frequent basis to make many important decisions makes numerical cognition a challenging and important domain for this research. In this research we draw the reviews and advances in consumer research on comparisons between two types of information in an advertising setting and combining it along with two types of presentation forms. Yet a few empirical investigations of presentation forms, typically vividness and its interaction effects with information mode, have been conducted in a consumer-behavior context. Further to add to this research is the inclusion of consumer knowledge moderates the way such information is processed. Although the effects of vividness in terms of its ability to impart a persuasive communication have yielded mixed results, we extend the scope of vividness research and attempt to examine vividness effects and its interaction with information mode in print ads. Since different consumers use different skills and strategies to evaluate information, it is suggested that individual differences in product knowledge may be an important moderating factor in information processing and final response to product ads. In order to address the research issues, a conceptual framework based on the availability valence hypothesis (availability theory) was created. Sixty individual hypotheses were the resulting derivatives from the framework. To test the hypotheses and the conceptual model, a 2x2x2 factorial design was employed and examined responses from 160 students from both arts and computing science program of a major university. Experiments examined the persuasive impact of a new brand containing two forms of presentation and information mode. The conclusions from the study reveal that vividness has an impact on recall and attitudes. The impact on recall and judgment was more pronounced for novices in comparison to experts. The interactions between presentation form and information mode also revealed that the consumer knowledge moderates the way information is processed for recall and subsequent judgment. Experts were able to able to recall attribute information more accurately than novices irrespective of the presentation form and the judgment imparted was based on the information available. All functional properties of the variables in the proposed model had an impact on the effects of advertising during memory and judgment tasks. We also provided a theoretical rationale based on extant literature on the availability model as to which presentation form and information mode may influence the recall and judgment resulting in intent to purchase. The presentation form and information mode highlights the similarities in the benefits offered by an existing base brand. Theoretical and practical implications of the results are discussed as well as the limitations and future directions of this study.QC 20100811
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Nelles, Morgane, and Lea Ladsous. "The impact of online advertising on the Belgian, English and French tourism sector." Thesis, Högskolan i Halmstad, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-26146.
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Maruniak, Andrea Leshner Glenn. "A mediation model of the impact of for- and non-profit environmental advertising." Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6579.
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The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on November 18, 2009). Thesis advisor: Dr. Glenn Leshner Includes bibliographical references.
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YU, TA-CHING, and 于大慶. "Exploring the Impact of Mobile Advertising Characteristics on Consumers’ Advertising Attitude and Mobile Advertising Effect." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/9v8923.
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碩士國立高雄第一科技大學
運籌管理系企業管理碩士班
105
In this study, we explore the impact of mobile advertising characteristics on consumers’ advertising attitude and mobile advertising effect, and present the result to enterprises who are using mobile advertising to market their brands or products as a reference. Therefore, the study, using the experimental method to explore the impact of mobile advertising characteristics on consumers’ advertising attitude and mobile advertising effect. There are four different kinds of questionnaire designed by two factors: low irritation with low interactivity, low irritation with high interactivity, high irritation with low interactivity and high irritation with high interactivity. The experimental results show that while the interactivity is low, the mobile advertising which irritation is low has a better consumers’ advertising attitude then the higher one; while the interactivity is high, the mobile advertising which irritation is high has a better consumers’ advertising attitude then the lower one. The impact of consumers’ advertising attitudes on brand attitudes is significant. The influence of consumers’ advertising attitude on mobile advertising effect are listed: click-through > gather relevant information > read > share. While consumers’ technology readiness are low, the mobile advertising which irritation is low has a better consumers’ advertising attitude then the higher one; the mobile advertising which interactivity is high has a better consumers’ advertising attitude then the lower one. While consumers’ technology readiness are high, the mobile advertising which irritation is high has a better consumers’ advertising attitude then the lower one; the mobile advertising which interactivity is high has a better consumers’ advertising attitude then the lower one.
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Chen, Chih-Fan, and 陳之凡. "The Impact of Music in Advertising and Involvement on Advertising Effects." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/98459443528018384390.
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碩士國立交通大學
傳播研究所
99
Recently, the music in advertising has gradually transformed from mere incidental composition to tailor-made theme songs. Some of the advertisements even have the product names embedded in the music, like the advertisement theme song of the beverage product “QOO”. With the lyrics repeating “The QOO juice is very tasty…,”the product name successfully lodges in the audience’s memory along with the now well-known theme song. Not all music in advertising nowadays provides strong linkage with the products, though. Some of the advertisements still adopt the music more incidental than customized. Nevertheless, either way the music in advertising impacts the overall advertising effects. So far, in Taiwan, there is still no research targeting the impact of the consistency between the music in advertising and the advertising products on the advertising effects. There is no in-depth discussion about advertising involvement, either. Thus, this research intends to investigate the topics about the involvement and the consistency between the music in advertising and the advertising products. This study focuses on the impact of involvement and the consistency between music in advertising and advertising products on advertising effects, like advertising memory, advertising attitudes, brand attitudes, and purchase intention. Based on the “Limited Capacity Theory” and “Elaboration Likelihood Model（ELM）,” this study investigates the impact of the consistency between the music in the advertising and the advertising products on advertising effects, under different levels of involvement. The study adopts the experimental methods. With the involvement (high involvement / low involvement) and the consistency between music in advertising and advertising products (consistent / inconsistent) as the independent variables, and advertising memory, advertising attitudes, brand attitudes, and purchase intention as dependent variables, one 2 × 2 multi-factor experimental design is conducted and MANOVA is ran for analysis. According to the results, the involvement and the consistency between the music in advertising and advertising products both have significant interaction with advertising memory, advertising attitudes, and brand attitudes. When the involvement is high, the consistency between music in advertising and advertising products, comparing with inconsistent situations, results in better advertising memory and advertising attitudes, as well as more positive brand attitudes. When the involvement is low, the consistency or inconsistency between the music in advertising and advertising products doesn’t result in significant differences on advertising memory and purchase intention, but significant differences are found over the advertising attitudes and brand attitudes.
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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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碩士銘傳大學
設計創作研究所碩士班
93
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 product when the personal endorsement is decided to communicate messages in an advertisement. This study selected the credit card and tomato juice as high and low involvement products, and also used different types of people as spokesperson, conducted combination of six experiments. After making a survey of college students’ perception towards the advertisement, the product, the spokesperson and their willingness to purchase the product, 198 responses were obtained. The main used statistical analyses are Variance analysis, T-distribution, and Regression analysis. The study found: (1) In the advertisements of the low involvement product, looking at the attitude towards the advertisement, the product and the spokesperson, and the willingness of the consumer to purchase, having a celebrity as a spokesperson gave the best result. While in high involvement product, having the typical consumer as a spokesperson gave the best result. While using specialists as a spokesperson gave the lowest effect, no where near as effective as having a celebrity or an ideal consumer as a spokesperson. (2) In the advertisements of the low involvement product, the attitude towards the advertisement, the product, and the spokesperson were the best and a more willingness of the consumer to purchase the product. (3) The study found having a background in design had an effect on the attitude toward the advertisement but not towards the product, the spokesperson or the willingness to purchase.
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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 differential effect on attitude
toward the ad, attitude toward the brand and purchase intention, and that the extent of such
effects differs for emotional and informational ads. The second study (N = 66) demonstrated
that the arousal level of the media context in which the ad is embedded seems to influence
brand recall. The theoretical and managerial implications of such findings are discussed.
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Wen, Liao Jung, and 廖榮文. "The Impact of Brand Concept-Image and Advertising Appeal on Advertising Effectiveness." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/46178770283133732217.
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碩士東吳大學
企業管理學系
87
We have to research advertising widely and deeply because of its’ universality. According to Hovland and Janis’s communication persuasive model, the three categorical factors that influence communication effectiveness are: source factors, message factors and audience factors. This study chooses brand concept-image, advertising appeals and product knowledge from the three categorical factors to be research variables. The study uses two factorial design to manipulate the brand concept-image (functional/symbolic/experiential) and advertising appeals(rational/emotional) to measure the effects on advertising communication effectiveness(including rate of advertising recall, rate of brand recall, attitude toward advertising, attitude toward brand and purchasing intention). Product knowledge is regarded as moderating variable. The major findings are : 1.The five advertising effectiveness are highest when brand concept-image is functional. 2.Rate of advertising recall, attitude toward advertising and purchasing intention are higher when advertising appeals are rational. 3.Product knowledge there is no significant difference in purchasing intention, but significant difference in the else advertising effectiveness. 4.Generally speaking, functional brand concept-image match rational advertising appeal can product the best advertising effectiveness.
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ZENG, YI-TING, and 曾意婷. "The Impact of Advertising Appeals on Advertising Effectiveness:Advertising Involvement as Moderating Variable." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/26e2b6.
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碩士國立高雄師範大學
事業經營學系
107
In recent years, the way advertising has spread has changed a lot, from previous advertising and TV advertisements to TV commercials, In terms of information transmission speed, due to the instantaneous characteristics of TV, the transmission speed is faster, and the consumers who are exposed to low involvement and high involvement are more likely. Therefore, this study uses TV advertisement as the advertising medium. This study takes the all-in-one TV advertisement as a case, and analyzes the rational appeal and emotional appeal in the advertising appeal, and discusses the advertising attitude, brand attitude and purchasing intention in the advertising effect, and then the influence of the consumer advertising degree as the adjustment variable. The results of this study show that in TV commercials, different advertising appeals have a significant positive impact on advertising effectiveness; in TV advertising, different advertising appeals have a significant positive impact on advertising attitudes; in TV advertising, perceptual advertising appeals more rational advertising appeals to brands Attitude has a significant positive impact; in TV commercials, perceptual advertising appeals have a significant positive impact on purchase intentions than rational advertising appeals; advertising involvement has a regulatory effect on advertising appeals and advertising effects.
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Chen, Po-Yu, and 陳柏佑. "The Impact of Humorous and Comparative Advertising on the Advertising Effectiveness – The Moderating Effects of Advertising Appeals." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/64921480146838883943.
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碩士輔仁大學
管理學院經營管理碩士學程
98
This study attempts to assess the impact of three humorous advertising categories (cognitive humor, affective humor, and social humor) and comparative advertising (parity, superiority, and non-comparative advertising) on advertising effectiveness. Advertising appeal (rational / emotional Appeal) was used as the moderate variable. The researcher developed several printed ads in different categories of humorous appeals and comparative appeals. According to the expert judgments, some representative ads were chosen as materials for the formal study. A total of 560 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some major findings in this study: (1)The ads of social humor have higher advertising effectiveness than the ads of affective humor; (2)The comparative ads of parity have higher advertising effectiveness than the ads of non-comparison; (3)Under comparative conditions of superiority, the ads of social humor have higher advertising effectiveness than the ads of cognitive humor and affective humor; (4)Advertising appeal does not moderate the impact of humorous ads and comparative ads on advertising effectiveness. This study suggested that advertisers should use different humorous ads matching comparative ads in practical fields.
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Sun, Shih-Chuan, and 孫仕全. "The Impact of Advertising Messages on Consumers." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/99178573447781916055.
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RUNG, SHIH-FANG, and 阮詩芳. "The Impact of Native Advertising on ElectronicCommerce." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/2erg9f.
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碩士輔仁大學
統計資訊學系應用統計碩士在職專班
107
As pointed out by Firm eMarketer in the 「2017 Global E-Commerce Platform report」, E-commerce businesses are growing in recent years. The annual growth of the e-commerce businesses in Taiwan is estimated to stabilize at around 7% in the next five years. In the highly competitive e-commerce market, constructing suitable marketing methods for the e-commerce websites has become an important strategy in the development of a successful e-commerce business. This article takes a B2C e-commerce shopping website as an example for the research. This study starts with publishing the Native Advertising as the marketing method and analysis the website traffic that collected by Google Analytics from May 1st 2018 to September 30th 2018. The idea is to track the efficiency of the advertisement as well as the responses from the target objects, and conclude recommendations accordingly for more accurate marketing strategies. The results show that the traffic is mostly (93.4%) driven by native advertisement and the daily click-through rate is reduced to less than 10 % once stopping the advertisement. In the case of female, age 35 to 54 years old website users, the most effective promotion method is gifts giving. Based on the data, Taipei City and New Taipei City have the highest and the second highest purchase numbers respectively.
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Chen, Yueh-Hsueh, and 陳月雪. "The Impact of Mobile Commerce Advertising Messages on Advertising Value of Consumers Awareness." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/25654158173603600743.
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碩士國立東華大學
管理學院高階經營管理碩士在職專班
99
With the trend of developing of high speed board network, growing of the mobile internet users and low-pricing of smart phone, advertising in mobile devices are about to bring new life style experiences to customers. The objective of this research was to investigate the impact of elements of mobile advertising message in advertising values. In order to measure the evaluating process of customers in the mobile advertising value, this research used the mobile advertising message characters of information, entertainment, interaction and individuals as independent variables, and the degree of involved advertising and the degree of tech-ready as the moderators. There were 312 valid samples which collected from web-based questionnaires. The study used multiple regression and hierarchical regression analysis to analyze data. The results indicated that the information, interest, interaction and individuals had the obviously positive influence on advertising value, and the moderators of the degree of involved advertising and the degree of tech-ready had the different advertising value cognitive under the interactions of the mobile advertising message characters. With the trend of cloud computing and digital convergence, smart mobile devices has made a sensation through the interactions between mobile devices and communication broadcasting services, as well as the mobile advertising, which will become a future star.
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Tsai, Yi-Chuen, and 蔡依錞. "Public Advertising Appeals and Involvement impact on Consumer's Emotion、Attention and Advertising Effectiveness." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/50309154703263176781.
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碩士國立臺中教育大學
數位內容科技學系碩士班
101
Because advertising is a business model to convey information, it can be seen everywhere. The social networking platform having many users is no exception, so it has created a new community feature of the business model. The purpose of the study was to investigate the public advertisement should use what the advertising appeal which can arouse consumer’s attention and be willing to click “Like” or ”Share” button, or to make a donation, adoption charity on Social Networks. The study’s materials are a dog-related public advertisements that were divided into three appeals types: rational appeal, emotional appeal and fear appeal. Subject's involvement of dog and public is used Involvement Scale to evaluate. We explored different types of advertising appeals and involvements how impact on advertising effectiveness and related physiological signals respectively. The study combines multiple measurement approaches, using advertising attitude, purchase intention and advertising recall questionnaire scale, with physiological signals (eye tracking, EEG attention and emotional) to mutually verify the results. The results showed that: (1) Emotional advertisement has better advertising attitude and purchase intention, and rational appeal has better advertising recall. The group of consumer having high involvement of dog has better advertisement attitude and purchase intention; the group of consumer having low involvement of dog has better advertisement recall. The group of consumer having high involvement of public welfare has better advertisement attitude and purchase intention; the group of consumer having low involvement of public welfare has better advertisement recall. Women have better advertisement attitude and advertising recall. (2) Rational advertisement has better positive emotions and attention. The group of consumer having low involvement of dog has better positive emotions, and the high involvement group has better attention. The group of consumer having low involvement of public welfare has better positive emotions and brainwave attention. Males have better positive emotions and brainwave attention. (3) Advertising attitude, purchase intention, brainwave attention, sum of saccade paths, number of fixations and frequency of saccade path correlated with each other. Few past studies put the factors that advertising appeals patterns, involvement, emotions, attention and advertising effectiveness together to discuss. In addition, also fewer studies have examined the dog-related public advertisement's recommendation mechanism and advertising effectiveness on social network. Therefore, the study not only provides a new research direction and findings, but also gives managers of Welfare-related fan pages and societies a reference. Expect create a better advertising effectiveness making the benefit of the community.
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Yeh, Tzu-Hua, and 葉子華. "The Impact of Mobile Advertising Format on User’s Acceptance and Advertising Value–A case study of Instagram advertising." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/t9h2rt.
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碩士淡江大學
大眾傳播學系碩士班
104
With the popularity of Smartphone and the rapid development of social media, mobile advertising also depends on a different platforms, which is called “Native Advertising”. On the other hand, Instagram is one of the most popular used social media amongst teenagers. Some previous studies show that the reason why these users use Instagram is because it did not have much commercial information and the interface is simple. The introduction of Instagram as a new advertising mechanism has many advantages that are worthy for us to consider. Therefore, the study aims to explore and analyze user’s acceptance towards Instagram advertising and its advertising value differences. This study is based on Technology Acceptance of Model and Advertising Value. The study uses questionnaire survey to understand user’s acceptance and advertising value. It also uses content analysis to understand current Instagram advertising situations. There are a total of 384 effective questionnaires that were retrieved and 194 cases were collected. The results shows: 1.Perceived usefulness and perceived ease of use are the necessary factors for forms of advertising. 2.Video advertisement is the highest rate of advertising as research shows that users are not easily being bothered by it. 3.Present Instagram advertising reveals that most of the dealers use only currently available advertisement with specified function. In future, the dealers will need to improve their storytelling skills and make the advertised product blend with the situation to maximize advertising effect.
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Cheng, Chen-feng, and 鄭振豐. "The Impact of Advertising Appeals on Blog Advertising EffectivenessDiscussion of the Interference of the User’s GenderThe Impact of Advertising Appeals on Blog Advertising EffectivenessDiscussion of the Interference of the User’s Gender." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/52680486623335727301.
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碩士國立高雄應用科技大學
資訊管理系碩士在職專班
96
Advertising effectiveness is a key criterion that enterprises adopt in evaluating how much they should invest in advertisement. Numerous documents in the past have shown that different advertising appeals lead to different levels of advertising effectiveness. Besides, the gender of consumers has also proved to be an important variable affecting advertising effectiveness. With the rapid growth of the Internet, Internet advertising has become another option of commercial advertising media aside from traditional media, attracting more and more attention from enterprises. Meanwhile, among the various instruments for network marketing, blog is gaining increasing popularity and will presumably draw attention from advertisers too. Whether blog advertising can be just as effective is an issue worth exploring. The present study has two aims: one is to explore the impact of advertising appeals on blog advertising effectiveness; the other is to examine the possible interference of the user’s gender in the effectiveness of different advertising appeals. The methodology employed for this study is laboratory experiment. Two experimental groups were formed according to two standards, namely rational and emotional, of the independent variable "advertising appeal". The subjects were randomly assigned to two groups through the experimental sites, and then exposed to advertisements of different advertising appeals. After that, the experimental results were observed. A total of 418 people were included as subjects of this study, and analyses were done between the independent variable (advertising appeal) and the moderate variable (gender) together with corresponding variables (advertising attitude, brand attitude and purchase intention). The collected data were analyzed by T Test and ANOVA(two-way) test and led to the following conclusions: 1. Advertising appeals demonstrated partially significant impact on blog advertising effectiveness. 2. Blog user's gender and rational advertising appeals had significant impact on advertising effectiveness. 3. Male blog users and rational advertising appeals had significant impact on advertising attitude and brand attitude. 4. Different advertising appeals had no significant impact on female blog users. It is hoped that the findings of this study can offer themselves as important references for advertisers in planning their marketing strategies to help achieve better marketing results. In the meantime, it is also suggested that future studies of Internet marketing be extended to cover the relationship between enterprises, advertisers and consumers. Keyword: advertising appeal, advertising effectiveness, gender, blog
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Weng, Ching-Ya, and 翁靖雅. "A Preliminary Study of the Impact of Microfilm and Television Advertising on Advertising Effectiveness." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/66174262694094493715.
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碩士國立中山大學
企業管理學系研究所
102
The Internet not only changes people’s lives but also provides a new way to advertising. Currently, people spend lots of time on the Internet searching for information and entertainment. The advertisers found traditional advertisement like TV commercial lost its popularity among audience, so they look for different ways such as microfilm to communicate with the customers. “Microfilms” refer to short films that covey certain messages with limited investment and time. Although microfilms have no specific definitions and standards, they are still very popular and applied to many fields such as enterprises, the government or non-profit organizations. This research is aimed to differentiate the consumers’ attitude towards traditional TV advertising and microfilm; what antecedent factors would influence the consumers’ attitude before watching the TV ads and microfilms. The present study uses experimental design with 2 (Advertising types: ad vs. microfilm) X 2 (Antecedent factors: ad situation vs. microfilm situation) independent variables and consumers’ attitude which is divided into affective component and cognitive component as the dependent variable. The results indicate that two advertising types influence consumers’ attitude differently. Microfilm increases more affective effects on consumers’ attitude while traditional ad increases more cognitive effects on consumers’ attitude. Moreover, when consumers are told to watch microfilm, no matter what types of advertising, consumers have more affective effects on attitudes in this context. On the contrary, when consumers are told to watch traditional ad, no matter what types of advertising, consumers seems to have more cognitive effects on attitudes in this context.
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Lin, Peiling, and 林姵伶. "The Impact of Humorous Advertising, Fear Appeals, and Regulatory Focus on the Advertising Attitudes." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/38462602356415680765.
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碩士輔仁大學
管理學院經營管理碩士學程
99
This study assess the impacts of three humorous advertising categories of incongruity-resolution mechanism (incongruity humor, incongruity-resolution humor, and non humor) on advertising attitudes, and add fear appeals (high/low) and Regulatory focus (promotion /prevention) in the design as well. The researchers developed different advertisings designs in incongruity humor, incongruity-resolution humor, and non humor along with fear appeals (low/high) and regulatory messages (prevention/promotion) to evaluate the ads attitudes. According to the expert judgments, they chose the advertising representatives from the above three categories. A total of 346 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some findings in this study: (1) The ads of incongruity humor and incongruity resolution humor have higher advertising attitudes than the ads of non-humor; (2) The ads of low fear appeals has higher advertising attitudes than the ads of high fear appeals; (3) Prevention and promotion focus have no difference on advertising attitudes; (4) There is no mutual interaction between humorous advertising and regulatory focus. It is same between humorous advertising and fear appeals ;(5) Under high fear appeals, the promotion- focused and the prevention-focused messages have no difference in advertising attitudes. Under low fear appeals, the prevention-focused messages have higher advertising attitudes than the promotion- focused messages. Tthis study suggested that advertisers could use humorous advertising matching low level of fear appeals and apply prevention-focused regulatory messages in the design of ads especially for products relevant to health of individual.
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Hsieh, En, and 謝恩. "The Impact of Fear Appeal on Advertising Effect." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/02320811176969723872.
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碩士輔仁大學
餐旅管理學系碩士班
93
As the living standard rises, consumers concern about healthy topics day by day. Many researchers have focused on advertising effects of rational appeal and emotional appeal. However, more and more researches have proven fear appeal is persuasive and efficient academically and practically. The main research purpose is to investigate the relationship between the degree of fear and advertising effect. According to the message framing and the Elaboration Likelihood Model (ELM), we found there are two different persuasion routes that consumers follow when they receive messages. In this situation, message contents such as message framing and argument strength are important in determining advertising effects. To understand how message framing and argument strength moderate independent variables is another crucial goal of this paper. Through experiment design, healthy oil product information is used to create scenarios. There are three procedures: (1) to investigate the relationship between degree of fear and advertising effect; (2) to investigate whether message framing has interference effects on the correlations between degree of fear and advertising effect; (3) to investigate whether argument strength has interference effects on the correlations between degree of fear and advertising effect. The subjects are university students between the ages of 17-25. They are selected randomly for different experiments. Questionnaires were sent to 720 people for survey and 552 responses were valid data and were used in the data analysis by a statistic program, SPSS 10.0. The research results indicated the following situations: 1.It showed a significant positive correlation between degree of fear and advertising effect. 2.The message framing had interference effects on the correlations between degree of fear and advertising effect. Namely, the advertising effect would be better when degree of fear was higher and when message framing was positive. In addition, the advertising effect would be better when degree of fear was lower and when message framing was negative. 3.The argument strength had no interference effects on the correlations between degree of fear and advertising effect. 4.The degree of fear, message framing and argument strength had three-way interaction. When message is negative and the argument is weak, the degree of fear and the advertising effect had a negative correlation. Besides, when message is positive and the argument is strong, message is positive and the argument is weak, and message is negative and the argument is strong, the degree of fear did not influence advertising effect.
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Shen, Tsai-Ying, and 沈采穎. "The Impact of Advertising onPublic Drug Use Behaviors." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/4n3c47.
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碩士臺北醫學大學
藥學系(碩博士班)
102
How the direct-to-consumer advertising (DTCA) of medicine impacts consumer drug usage? This is the question little known to domestic and foreign research studies. In order to further understand the impact of advertising on drugs purchase behavior of the people in Taiwan, this research will provide findings that assist Taiwan government have more practical rationales to manage medicinal advertising regulations. Current Medicinal Advertising policies only list positive and negative effects without any rationales. Without proper regulations, current non-prescription drugs with the label of "Medicines with pharmacists’ instructions" ends up more like "Medicines with Spokespersons’ instructions". Research Methods: Distributing 1300 survey questionnaires with 1099 valid returns from Taipei residents (≥18 age).The study applies descriptive statistics, independent sample t-test, single ANOVA etc. methods to analyze different backgrounds of respondents for over-the-count (OTC) drugs usage. Variables relate to drugs advertising include: 1) "Safety awareness" 2) " Trust government health agency approved drugs " 3)"Using the same kind of brand drugs always" 4) "Acceptable price for brand name drugs "; With the chi-square method, to further explore different background of respondents to identify the variables of 1) "Choice of OTC drugs" 2) "Location of drugs purchase" 3) " Drugs purchase considerations" 4) "Sources of drug information" 5) "Purchase OTC drugs awareness" 6) "Willingness to pay more for brand-name drugs " and check if significant differences exists. Research findings indicate that nearly 90% of respondents usually go to "pharmacy" to purchase OTC drugs, and the most influential factor people to buy OTC drugs is "professionals (physicians, pharmacists) drug usage instructions"; and there is 60 to 70 percent of respondents purchase "brand-name drugs," and willing to pay more for brand name drugs; but almost half of the respondents are not aware of the difference between "brand" and "generic" OTC drugs. And respondents don’t always choose the same kind of drug because of advertising. Among all respondents, the female and painkiller users at least once in the last six month are most likely to be influenced by “TV Advertising” and “Brand Name Drugs”on their drug purchase decision. As a conclusion, OTC drugs consumption is greatly impacted by pharmaceutical advertising. My research findings coincide with studies of other researchers. Brand name OTC drugs consumption is overwhelmingly leading the over all OTC drugs market. Key word: Over-the-count drug, Non-prescription drug,Brand Name drug, Direct-to-consumer advertising.
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Chang, Hui-Ling, and 張惠玲. "The Impact of Gender-Fitness on Advertising Effectiveness." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/49027697534360412254.
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碩士靜宜大學
企業管理學系
104
The purpose of the present study was to investigate the evaluation factors that influence cross-gender brand advertisements. Based on the findings of a literature review, “gendered of brand” and “gender of spokesperson” were identified as the most influential evaluation factors. Subsequently, spokesperson credibility and advertising effectiveness evaluations are affected by the congruity the two variables. The “gender of spokesperson” variable was manipulated, specifically androgynous, male, and female, to investigate whether consumers’ respond or behave differently to the advertisement scenarios established in the present study. The research arguments and framework were established by referencing relevant literature. A questionnaire survey approach was used to collect data from respondents in Taichung who had basic knowledge of the target brand. The SPSS statistical software was employed to run a reliability analysis, T-test, and regression analysis on the collected data. A total of 240 questionnaires were administered; 235 valid questionnaires were recovered, for a valid recovery rate of 98%. Findings showed that（1）“gendered of brand” and “gender of spokesperson” positively influence advertising effectiveness and（2）spokesperson credibility positively influenced advertising effectiveness. Finally, several suggestions were presented based on the research findings.
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Kim, Yoo-Kyung. "The impact of cultural and market distance on international advertising a content analysis of magazine advertising from US, Japan and Korea /." 1996. http://catalog.hathitrust.org/api/volumes/oclc/38402127.html.
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Liao, Fang-yu, and 廖方瑜. "Comparison between Permission-based Email and Spam: The Impact of Advertising Value, Perceived Intrusiveness, and Advertising Attitude on Advertising Effectiveness." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/79181742658325970547.
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碩士國立成功大學
企業管理學系碩博士班
95
From the viewpoint of marketing communication, new digital marketing channels, such as those concerned with the Internet and email, are considered to be powerful opportunities to reach consumers by delivering a personalised message with relevant content. With low marginal cost, email presents itself as an effective way to engage customers in dialogue: messages can be tailored to each customer according to his/her stage of the buying process. Email also allows customers to select their own preferences. Permission marketing applied in emails helps marketers to deliver relevant messages to consumers that are different from spam. However, consumer perception suggests that permission for such email is often assumed by an ambiguous evaluation. The perceived advertising value and perceived intrusiveness of such emails (including spam and permission emails) can be assessed by consumers indicating their opinions based on the content and presence of emails by receipting the messages. The goal of Internet advertising is to build brand names and induce consumer response to commercial campaigns and an assessment of consumer attitude towards the senders of such emails has been introduced as a measure of the effectiveness of advertising. Between the relation of perceived intrusiveness and advertising effectiveness, advertising attitude has been adopted as a mediator, as prior research has found it to be a predictor of advertising effectiveness. Besides an investigation into the causal relations between each construct, a comparison between permission email and spam has been conducted in this research. The results supported the hypotheses and demonstrated a difference between spam and permission emails. The results gave evidence to support the theoretical statement and hence, offer keys to implementation to both the theory and management.
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Kuo, Kaiting, and 郭凱婷. "The Impact of Television Advertising Music Types in the Different Ad Involvement on Advertising Effectiveness." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/45249716162413399511.
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碩士明志科技大學
視覺傳達設計研究所
100
In TV commercial, “music” has always played a rather critical role, and a lot of advertisers would invest a huge amount of budge to produce commercial music, in the hope that it can have achieved favorable advertising effect. However, the so-called “persuasive effect” as noted in modern advertisement has been considered as low-involvement learning effect and the extent of message involvement by consumers would, in a great extent, affect whether the advertising effect would be sound or not. This study has made use of experiment of between-subject design to conduct the manipulation of two independent variables as “music style of TV commercial” (background music and theme music) and “degree of advertisement involvement” (low involvement and high involvement) to examine the impact of corresponding variable as advertising effect. Based on the designation of Foote, Cone, and Belding grid (FCB Grid) (Vaughn, 1980; 1986), four respective copies of rational and emotional TV commercials are chosen from the type of low-involvement product as the commercial samples for experiment test. As a whole, the experiments would be classified into four different scenarios, and an aggregate sum of valid 153 questionnaires are obtained (female 86 copies, and male 67 copies), while mixed design two-way ANOVA is used as the verification method for the corresponding variables. This study would, at the end, base on its experimental results, and build up path model regarding impact of music style and advertising involvement on advertising effect, with four major prominent results concluded: 1. advertising involvement of consumer will create impact on advertising effect, while low-involvement advertisement will fare better than that of high-involvement; 2. music style of TV commercial will create impact on advertising effect, while the background of theme music will fare better than the advertisement of background; 3. the theme music of TV commercial will help enhance the advertising attitude, brand attitude, and willingness of purchase of low-involvement advertisement; 4. the background music of TV commercial will help enhance the brand attitude of those high-involvement advertisement. The use of music for TV commercial can render merchandise to have morel interaction with consumer, and such vivid and lively way of message transmission can, as well, help consumer to appreciate the advertising content and merchandise feature, guiding consumer to under the sentiment and atmosphere the commercial would like to convey. As such, it can also be conducive to stimulate consumer to devote greater attention, making the merchandise advertised to obtain better advertising effect.
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Chi, Yu-Tsz, and 紀雨慈. "Examining the Impact of Advertising Benefits on Advertising Effectiveness: Mediated by the Perceived Congruence between Native Advertising and Social Media Platform." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/p7z9yz.
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碩士國立中央大學
企業管理學系
106
This study explored how advertising benefits influence advertising effectiveness, including (a) attitude toward advertising, (b) trust in advertising, (c) engagement, (d) purchase intention. This study also examined how perceived congruence between a native ad and a social media platform (congruence) moderated the above-mentioned relationships. Applying online experiment and adopting simple random sampling approach, a total of 336 questionnaires are collected. The findings revealed that functional, price and emotional advertising benefits positively influenced advertising effectiveness. Accordingly, the results also indicated congruence played the role of a mediator in the respective relationships between functional, emotional advertising benefits and advertising effectiveness. Theoretical and managerial implications are discussed.
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Jeong, Jaeseok Drumwright Minette E. "Exploring the impact of advertising on brand equity and shareholder value." 2004. http://wwwlib.umi.com/cr/utexas/fullcit?p3143274.
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Tsai, Min-Han, and 蔡旻翰. "The Impact of Advertising Expense to Investors’ Investment Will-For Example as a Web Page Advertising." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/74292948678588173571.
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碩士大葉大學
會計資訊學系碩士班
99
The time for internet is coming. In the internet, more and more information spread like wildfire. Accounting to eMarketer’s paper-"online advertising spending projections ". PricewaterhouseCoopers(PwC) reports on advertising spending. The result of an investigation, they predict online advertising spending will reach USD$ 3,720,000,000 in 2013. The internet advertising more influence upon our live. This purpose of this study is to explore the relation among interenet advertising ,traditional advertising and investors’ investment will. The study survey .The empirical result shows that It partially effect of the interenet advertising and investors’ investment will. But It less effect of the traditional advertising and investors’ investment will. If Companies issue shares in order to obtain more funds, Before the issuance of shares, the study can provide company for reference.
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Wei-LingChang and 張暐翎. "The Impact of Green Advertising Appeal, Brand Benefits, Advertising Involvement and Regulatory Focus on Purchase Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/yh28gg.
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碩士國立成功大學
企業管理學系
104
Due to climate change and gradually depletion of natural resources, a growing number of consumers are being concerned about environmental issues when they are making purchase decisions. Parallel to this trend, the use of environmental appeals in advertising is very popular among practitioners and marketers. According to 7net, herbal or organic hair care products without Dimethicone had grew double and accounted for 40% of total hair care products in sales in 2014. The goal of this study is to find the best green advertising strategies for green hair care companies according to different consumers’ characteristics. Thus, companies can not only fulfill their corporate social responsibility, but also gain more profits；consumers can buy the products which do less harm to their health；the environment can avoid being disrupted. That is, companies, consumers and environment can all get benefits. This study designs two types of green advertising providing rational appeal and emotional appeal to examine the efficacy of different advertising. This study used 300 samples to do regression analysis to test the impact of green advertising appeal, brand benefits, advertising involvement and regulatory focus on purchase Intention. The results are as following： 1. Both rational and emotional appeals can significantly enhance consumers’ purchase intention. 2. Functional benefits can significantly enhance consumers’ purchase intention. 3. When using emotional appeals, symbolic benefits can significantly enhance consumers’ purchase intention. 4. When using rational appeals, promotion focus can significantly enhance consumers’ purchase intention. From this study, we found out that different green advertisements could enhance consumers’ purchase intention under different situations. That is, companies should take different consumers’ characteristics into considerations and make the suitable advertising strategies. Key words：Green Advertising Appeal, Brand Benefits, Advertising Involvement, Regulatory Focus