Dissertations / Theses on the topic 'TV advertising'
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GUICHARD, Sandrine, and DI CICCONE Rémy LUBRANO. "Ethnic TV advertising in France." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1580.
Full textNowadays, in France a debate on the implementation of ethnic statistics in order to appreciate the structure of the French population has been recently impulsed by the president, Nicolas Sarkozy. Indeed, for having a reliable tool which can be used to identify and count the different “visible communities” in its country, the French government is intending to modify the current legislation about collects of personal data. It initiates these legal procedures to be able to measure and judge racial discriminations that occur in several areas (employment, scholarship…). However, even if these steps are as goal a fall in ethnic discriminations, they keep highly controversial. Its opponents claim the French constitutional principles that want Republic to be indivisible.
This debate overall underlines the lack of an “ethno-racial” national referential. Nevertheless, individuals’ origins were progressively introduced into statistics.
- 1851: the first census including questions about nationality was realized (native French, naturalized French and foreign). (Courrier des statistiques n° 117-119, 2006, p 34)
- 1962: This census was completed by asking the origin nationality of the naturalized French.
- 1993: The Great Integration Council developed surveys about the ethnic structure of the French population for specifics purpose.
Now, only one major law – Information and freedom law of the sixth August 2004 – breaks the access to ethnic data. It stipulates that personal data which precise, directly or indirectly, racial or ethnic origins, political views, philosophical and religious ones are prohibited. (www.juriscom.net)
But some surveys highlighting ethnic origins can be conducted, on one condition; they must respect an individual agreement.
Both French debates on ethnic statistics and racial discriminations raise the issue of how important the minorities’ demographical and economical weight is. Indeed, more and more firms and marketing agencies have started to target ethnic market for few years.
According to the INSEE – the French National Institute for Statistics and Economic Studies – and the INED – a French research institute specialized in demography and population studies –, ethnic minorities and immigrants in France are the same. Their number is around 4.3 millions people, that is to say 6.7% of the 2002’s French population (see Annexe 3).
But the ethnic minority notion is wider: as it was said before, the real statistics about such a sensitive issue are not clearly defined and collected by any French official institute. Indeed, Jean-Paul Tréguer and Jean-Marc Segati (Les nouveaux marketings, Dunod 2003) estimate ethnic communities’ population between roughly 12 and 14 millions people, more than 20% of the French population.
Moreover, SOPI – a marketing agency focused on ethnic marketing – conducted a consumer survey in 2004 that included ethnic data under control of several national and independent associations. (http://www.sopi.fr)
It concludes distinguishing six ethnic groups:
- Caribbean from France (Martinique, Guadeloupe, French Guiana, Reunion Island…)
- Black Africans (Senegal, Mali, Cameroon…)
- Maghreb-Arabians (Morocco, Algeria, Tunisia…)
- Indopakistanis (Sri Lanka, India, Pakistan…)
- East-Asians (China, Vietnam, Cambodia…)
- And other minorities (Anglo-Saxon, Latin American, Italian, Spanish…)
The weight of the visible minorities in the French population is enough important to arouse firms and marketing agencies' interests. Indeed, this part of the French population can be considered as a niche with its own and specific needs. Problems of discrimination and under representativeness highlighted ethnic communities can be perceived as a potential and profitable outlet. Taking progressively these markets into consideration, marketers have implemented a new kind of segmentation based on ethnic origins. Targeting depends on the ethnic background of every community. Each ethnic group, with its own values, beliefs and needs, forms an aggregated market.
French ethnic marketing is so in direct connection with the current French debate about the consideration of ethnic data in official statistics. Actually, with exact figures, ethnic groups would be quantifiable and identifiable. Clearer statistics are, easier target group are satisfied. Ethnic data would allow marketers to better understand and meet the needs and wants of these populations.
To sum up, ethnic marketing in France is dependent on ethnic statistics; so it is necessary to get round, without going against, the French principle which wants a Republic to be indivisible.
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.
Full textLi, Shiying. "Chinese children's understanding of TV and Web advertising." Thesis, University of Sheffield, 2015. http://etheses.whiterose.ac.uk/9648/.
Full textHurt, Jillian. "A content analysis of food advertisements during children's TV programming /." View online, 2009. http://repository.eiu.edu/theses/docs/32211131566317.pdf.
Full textChang, Yuhmiin. "The effects and the information-processing model of the TV-web synergy /." free to MU campus, to others for purchase, 2001. http://wwwlib.umi.com/cr/mo/fullcit?p3012958.
Full textCartwright, Joanna. "Examining the consumption of advertising through a female lens : a 3 year study of retailer Christmas TV advertising." Thesis, University of Manchester, 2018. https://www.research.manchester.ac.uk/portal/en/theses/examining-the-consumption-of-advertising-through-a-female-lens-a-3-year-study-of-retailer-christmas-tv-advertising(9f29d8d6-c0a8-4253-a7ca-354a474b999b).html.
Full textBonesire, Thomas, and François Bouvy. "Cultural Evolution and Advertising Strategies : Which future for TV commercials?" Thesis, Mid Sweden University, Department of Social Sciences, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-11136.
Full textThis thesis deals with TV advertising strategies, namely adaptation and standardization, and with the impact of cultural homogenization on these strategies. Indeed, globalization generates the convergence of world cultures and especially of young Europeans’ cultures. This relative convergence in people’s habits, behaviour and values could allow advertisers to use more standardized advertisements without losing too much impact on the consumer. The use of standardized advertisements is interesting to create a uniform brand image, appeal to cross-border segments and, of course, make economies of scale. This thesis surveys young Europeans, represented by Swedes and Belgians, to examine their degree of cultural homogenization, i.e., if they are culturally similar enough for standardization to be effective on this group. Moreover, it compares the impact of both adapted and standardized commercials on this young European audience. This study comes to two main findings. First, the young Swedish and Belgian cultures have similarities, which standardized commercials can exploit, but also differences. This shows that we can speak about cultures’ convergence but not about a complete homogenization. Second, standardization seems to be effective - as effective as adaptation - in its appeal to young Swedes and Belgians. This shows that, given its advantages, standardization is certainly the most adequate method for targeting a young European audience. The findings for Sweden and Belgium should be valid for the whole EU. The thesis also discusses the generalization of the findings to the rest of the world and other age ranges as well as the future of commercials.
Christensen, Filip, and Peter Skoggård. "HUMOROUS ADVERTISING : A STUDY OF U.S. TV ADS IN SWEDEN." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64146.
Full textGlobalisering har resulterat i att kulturer har närmat sig varandra. När organisationer och företag expanderar internationellt ställs de inför utmaningen om dom ska anpassa eller standardisera sin reklam för att kommunicera med den nya marknaden. Denna studie strävar efter att analysera vilken påverkan humoristisk tv-reklam från USA har på svenska konsumenter. Teori hävdar att standardisering av reklam är det mest kostnadseffektiva tillvägagångssättet och det mest effektiva om kulturerna är lika varandra. Humor är ett vanligt förekommande tillvägagångssätt när företag försöker att kommunicera med konsumenter genom tv-reklam. Humor i reklam har många positiva effekter men kan också resultera i det motsatta om den missförstås av konsumenten. Denna studie har genomförts som en fallstudie där data har samlats in genom att använda två fokusgrupper. Fokusgrupperna innehöll sex deltagare jämt fördelade mellan kön. Båda fokusgrupperna fick se fem olika humoristiska reklamfilmer från USA som inte har visats tidigare i Sverige. Efter varje reklamfilm fick deltagarna fyra frågor av moderatorn som ledde till en givande diskussion. Resultaten av denna studie hävdar att företag från USA måste anpassa deras humoristiska tv-reklam när de kommunicerar med svenska konsumenter. De svenska konsumenterna uppfattade reklamen som förvirrande och svår förståelig. De kulturella och språkliga skillnaderna mellan marknaderna medför ett problem för företagen när de försöker förmedla ett budskap till svenska konsumenter utan att anpassa reklamen.
Yen, Ju-Yu. "The power of advertising awards a comparison of effectiveness between award-winning & none-award TV commercials /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/5983.
Full textThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 29, 2007) Includes bibliographical references.
Li, Beibin. "A comparison of the information content of TV advertising in the United States and the People's Republic of Chinna." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1996. http://www.kutztown.edu/library/services/remote_access.asp.
Full textChan, Yin-ling Grace. "Changing stereotypes : linguistic and semiotic aspects of modern women's image in Hong Kong TV advertising /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B17545493.
Full textJohansson, Mikael, and Simon Gahmberg. "Användarens attityd till reklaminslag på webb-TV : En studie om hur användaren upplever reklam i ett nytt medium." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-18143.
Full textDen teknologiska utvecklingen bidrar till att reklam i media ökar. Reklamutvecklare söker ständigt nya sätt att nå konsumenten genom reklam i outforskade sammanhang. Webb-TV är en relativt ny teknik som innebär distribution av television via internet. Denna studie avser att undersöka hur användare upplever reklaminslag som förekommer på webb-TV samt bidra med kunskap om hur reklam anpassas till nya medier. För att komma fram till studiens resultat användes kvantitativ datainsamling i form av webb-enkäter samt kvalitativ datainsamling genom semistrukturerade intervjuer. Resultatet av studien visade att användaren har en mycket negativ inställning till reklaminslag på webb-TV. Trots den negativa inställningen har användaren ändå förståelse och inser vikten av reklam för webb-TV-kanalernas överlevnad. Det framgår även att valet av webb-TV-tjänst främst grundar sig på programutbudet och inte på om tjänsten konsumerar reklam eller inte.
Suni, Annakaisa. "Nordisk valretorik. En jämförelse av politisk tv-reklam i Finland och Sverige." Thesis, Stockholms universitet, Institutionen för journalistik, medier och kommunikation (JMK), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-58532.
Full textDa, Fonseca Abel Alexandre Ferreira Claro. "South African parents' perception of television food advertising directed at children / A.A.F.C. da Fonseca." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4447.
Full textThesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.
Josefsson, Sonja, and Thorén Christine Kihl. "Klädreklam, ungdomar och identitet." Thesis, Karlstad University, Faculty of Economic Sciences, Communication and IT, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-2968.
Full textMediesamhället av idag påverkar människan på olika sätt. Vi väljer medvetet medier som vi verkligen vill använda. Andra medier, som vi inte väljer, påverkar oss på ett indirekt sätt och detta kanske vi inte lägger märke till. I medieperiferin finns reklamen. Reklamen är tänkt att påverka och göra oss uppmärksamma på olika företeelser. Detta kan ske genom aktuella bilder, situationer och musik, som har konstruerats av reklambyråer, för att skapa uppmärksamhet, delaktighet och igenkännande hos den eventuella kunden.
Vi, som blivande lärare, har velat undersöka och klargöra hur klädreklamen påverkar dagens ungdomar och om/hur skolan arbetar med dessa frågor. Syftet med vår uppsats är att empiriskt undersöka och intervjua ungdomar och därigenom tydliggöra hur ungdomar påverkas av reklam. I första hand har vi undersökt och fokuserat på TV-reklam. Vår studie är kvalitativ och vi har gjort ett urval av ungdomar och lärare. Vi genomförde vår studie på en och samma gymnasieskola för att undersöka hur man idag arbetar med, förhåller sig till reklam och begreppet identitet i skolan.
Resultatet av vår studie har visat att medvetenheten och kunskapen kring hur reklam fungerar och påverkar är låg bland de ungdomar vi har intervjuat. För att förstå varandra bättre, motverka fördomar och märkeshysteri bör lärare och elever uppmuntras till att diskutera de grundläggande värderingar som finns i reklambudskapen. En diskussion kan motverka t ex mobbing när det gäller olika klädval d v s uppmuntra till tolerans av olika individers val av klädstil. Den slutsats, som vi har kommit fram till, är att ungdomarna anser att deras kompisar påverkas mera av reklam än de själva gör. Medvetenheten om reklamens påverkan skiljer sig också mellan killar och tjejer. Tjejer har en viss insikt och medger att de påverkas generellt av reklambudskapen medan killarna är tveksamma till om de överhuvudtaget påverkas. Lärarnas åsikter om elevers klädstil i skolan tar vi också upp i denna uppsats. Enligt vad som framkommit i vår studie kan elever genom sin klädstil uttrycka värderingar, attityder och beteenden.
Chan, Yin-ling Grace, and 陳妍齡. "Changing stereotypes: linguistic and semiotic aspects of modern women's image in Hong Kong TV advertising." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B17545493.
Full textBalestra, Stefano [Verfasser]. "Charity TV Advertising - To play or not to play on heart strings / Stefano Balestra." München : Verlag Dr. Hut, 2012. http://d-nb.info/1021719455/34.
Full textAssmundson, Mikael. "Med musik som försäljningsredskap : En studie av musikens kommunikationsvärde i TV-reklam." Thesis, Högskolan Dalarna, Ljud- och musikproduktion, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:du-3708.
Full textStuder, Nanina. "Women Sell Mascara, Men Sell Machines? : A Content Analysis of Gender Portrayals in Swiss Prime-Time TV Advertisements." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-170347.
Full textJohansson, Martin, and Erik Patrikson. "Hur reklamfilmsproducenter hanterar den ökade mängden reklam i TV." Thesis, Linköpings universitet, Institutionen för teknik och naturvetenskap, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-79045.
Full textThis study investigates how producers of TV commercials adapt their productions to be effective in an increasingly competitive advertising market. According to the Radio and Television Act, the Swedish TV channels are now allowed to air twelve minutes of advertising per hour, the same rules which apply to such channels as TV3, Kanal 5 and TV6 broadcasting from the UK. The study is based on a preliminary study of the Swedish TV advertising market, in which the total advertising time, including advertisements for the channel’s own programs, was observed. In one case the total advertising time amounted to 26 percent of the total broadcasting time. The increased amount of advertising might result in poor advertising impact and increased costs for advertisers and advertising buyers to reach the same amount of viewers as before. It also contributes to the public’s increasingly negative attitude, and the increased avoidance of TV commercials. To answer the question statement, five interviews with producers of TV commercials from different Swedish production agencies were conducted. The interview responses were analyzed using relevant theories about marketing and film production that were chosen based on the collected set of data. The analysis resulted in a number of conclusions and recommendations for how to handle the increased amount of television advertising. Some of the key conclusions was that producers of TV commercials should plan the dramaturgic structure so that the viewer’s attention is quickly captured and thereafter maintained, to evoke the viewer’s emotions, to air the commercial frequently and supplement with advertising in other media to increase impact.
Linkruus, Kim, Kristian Nilsson, and Andreas Westerberg. "1n-G4me 4dvertising : En studie rörande produktplacering i Tv- och datorspel." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-16909.
Full textIntroduction: Product placements in TV and computer games have increased dramatically in recent years. This is largely due to the fact that it’s possible for computer game developers to show great details in the games through graphic rendering. However, a high graphic rendering is not likely to be the sole factor affecting players’ attitudes toward the products exposed in a game. This study tries to provide some of the other criteria that might be im-portant when using product placement in first-person-shooter-games. Research question: Which criteria can be significant for generation Y and Z concerning product placement in FPS-games? Methods: This study treats the FPS-game genre as a case. The study is di-vided in two parts with the first part starting of qualitatively oriented and the second parts proceeds in a more quantitatively oriented manner. The empiri-cal data that was gathered came from a focus group and the empirical data was later tested by a questionnaire. Results: Eight possible criteria for successful product placement in FPS-games were derived from the focus group. Conclusion: Information gathering, thematic congruence and dynamic prod-uct placement is considered to be of high importance for both generations.
Hofmann, Jan. "Gender Representation in TV Advertising regarding Social Interaction : The Construction of Stereotypes through Symbolism and Connotations." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31097.
Full textDelpanno, Greta. "Gender Marketing nella televisione advertising, canali tv e audience tra Italia e Stati Uniti a confronto." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2022. http://amslaurea.unibo.it/25130/.
Full textStevens, Ashley. "Getting More Media Bang for Your Buck: Understanding Attitudes and Beliefs Toward Internet, Television, and Print Advertising." BYU ScholarsArchive, 2011. https://scholarsarchive.byu.edu/etd/3029.
Full textKabakaitė, Inga. "Vaikų (9-10 metų), kaip vartotojų, kritinio požiūrio į TV reklamą ugdymas(is)." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140227_125314-85263.
Full textThe origin of advertising counts for five centuries. During this time the function and appearance of advertising has changed a lot. In today’s society everywhere and always advertising follows person, even more, scientists create modern smart advertisings, which can recognize person and adapt to him. Noting that the main purpose of marketing professionals become not informative, but effective advertising, it is worth to concern. In recent decades, in Western countries and Lithuania advertisers began promote consumer-oriented and material society, which easily submits to advertising. Some experts describe advertising as speech generated by adults. Often adult manage to look at advertising critically, it is easier not to tempt adults with agitations of advertising. Meanwhile children become powerless. At a certain age they are not able to distinguish real world from a fairy tale so they fall into the trap of advertising. Popularity of consumer-oriented society among children is very dangerous for their development and the formation of the provisions. Although in Lithuania there is legitimate framework, which has to look after quality and criterion of advertising, studies show that advertising for children is often built outside the law. There is a need to educate young consumers critical approach to advertising and to teach them to distinguish between metaphors portrayed in advertising and understand the language of advertising. Specialists state that people usually make... [to full text]
Montresol, Eliane Cintra Rodrigues [UNESP]. "A propaganda e a publicidade na TV digital: um estudo exploratório de tendências." Universidade Estadual Paulista (UNESP), 2011. http://hdl.handle.net/11449/89531.
Full textUniversidade Estadual Paulista (UNESP)
A TV digital (TVD) promete um novo cenário para a propaganda no Brasil, tendo em vista que a proposta do governo brasileiro é que ela agregue novas tecnologias e serviços, passando a ser interativa, permitindo ao telespectador a possibilidade de trocar informações com o transmissor e produzir conteúdo. Em fase de implantação no Brasil, a TVD já é realidade em algumas capitais, trazendo benefícios como melhoria na imagem e som e recursos de interatividade que estão sendo testados. Em se tratando de área emergente, há necessidade de contribuições resultantes de estudos e pesquisas. Neste contexto, o presente estudo analisa as mudanças que estão ocorrendo na publicidade e propaganda para TV e faz um breve relato do panorama atual que envolve essa área frente às possibilidades que a TVD poderá proporcionar. A metodologia utilizada consistiu em pesquisas de teor bibliográfico, exploratório e documental, realizadas a partir da localização, leitura e descrição de fontes na área de comunicação, mídia, publicidade e tecnologia, oferecendo um referencial de apoio acerca do processo de produção de conteúdo e criação de novas formas de propaganda, tendo como base a interatividade e o entretenimento. Além disso, efetuou-se sondagem inicial junto ao ambiente de propaganda e publicidade no contexto nacional, tendo sido desenvolvida uma pesquisa de opinião, apoiada na técnica do questionário, instrumento que foi aplicado junto a especialistas que atuam com publicidade e propaganda para avaliar quais as tendências de demandas e viabilidade de novos formatos de propaganda. Em síntese, obteve-se que existe uma expectativa dos sujeitos pesquisados em relação à TV digital interativa, porém, é quase sempre para o universo de longo prazo e na experimentação dos recursos disponíveis para que se encontre o caminho mais direto e promissor com o telespectador-usuário...
Digital TV (DVT) promises a new arena for adversiting in Brazil, considering that the Brazilian Government's proposal is that it adds new technologies and services, passing to be interactive, allowing viewers the opportunity to exchange information with the transmitter and produce content. Still being implemented in Brazil, the DTV is already reality in capitals, bringing benefits such as improved picture and sound and resources of interactivity are being tested. In dealing with emerging area, there is need contribution of studies and research. In this context, this study investigates the changes that are occurring in publicity and adversiting to TV and makes a brief account of the current prospect that involves this area face the possibility that the DTV will be able to provide. The methodology used consisted in research of bibliografy, documentary and exploratory tenor, and was conducted from the locatio, reading and description of sources in the area of communication, media, advertising and technology, providing a theoretical reference of support about the process of production of content and creating of new forms of adversiting, based on the interactivity and entertainment. It begins by initial poll together at the environment of publicity and adversiting in the national context, having developed a survey, based on the technique of the questionnaire, an instrument that was applied with the especialists working on publicity and advertising to a value which trends demands and feasibility of new adversiting formats. In summary, it was found that there is an expectation of the subjects studied in relation to digital interactive TV, but it is almost always to the universe of long term and experimentation of available resources to finding the most direct and promising with the viewer user, inferring that there is need for a redesign of the concepts of communication to bring... (Complete abstract click electronic access below)
Morina, Donika, and Sabina Nilsson. "TV-reklamens utveckling i en föränderlig tid : En studie i hur digitaliseringen i form av sociala medier och streaming har påverkat TV-reklamens betydelse." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-64800.
Full textResearch Question and Purpose The research question of this study is: How has advertising on social media and streaming sites changed the meaning of traditional TV-advertisements from a consumer perspective? Based on the research question above, the three purposes of this study are to: examine the relevance of TV-advertising today, analyze and clarify the advantages and disadvantages of TV-commercials in comparison to commercials on social media and on streaming sites, account for the impact that the development of streaming has had on consumer television viewing. Method The study has a qualitative research method as a basis. The scientific approach is an interplay of deduction and induction. The empiric data in the study consists of discussions that took place in five focus groups with five individuals in each group. In addition, four semi-structured interviews with companies have been conducted. Conclusions The study shows that TV-advertising is still of relevance today, even though TV-viewing has decreased. However, it appears as though the commercials are being actively avoided by the viewers. On the other hand, the study emphasizes that commercials still have an impact on the consumer since the advertisements imprint on their memory. It also seems as if some types of advertising are more effective than others, such as emotional or humorous commercials. Furthermore, it appears that the advantages and disadvantages of advertising on television, social media and streaming sites are not only specific to the platform. These are instead largely governed by the consumer’s perception of advertising in general. The consumer’s sense of freedom to choose their own content has contributed to the increased popularity of streaming sites. It is clear from the study that TV-viewing has changed as more individuals engage in multi-screen behavior while watching TV. Finally, it is stated in the study that it is not only social media and streaming sites that affect the importance of TV-commercials. It also appears as though the consumers’ attitude to TV-advertising in turn has influenced their attitude towards advertising on social media and streaming sites.
Brodin, Karolina. "Consuming the commercial break : an ethnographic study of the potential audiences for television advertising." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics (EFI), 2007. http://www2.hhs.se/EFI/summary/721.htm.
Full textNorin, Erik, and Jonatan Strömberg. "Drömvinster och machomän : En semiotisk analys av maskulinitet i TV-reklamfrån spelbolag." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-64883.
Full textBártová, Pavla. "Mediální plánování se zaměřením na nákup televizních kampaní." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75659.
Full textSköld, Robin, and Magnus Nilsson. "Cell Phone Carriers, TV-Commercials & Branding : A study of cell phone carriers TV- commercials, branding and its affect on young people." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9348.
Full textProblem: As almost everyone has a cell phone today, keeping your customers is very important. An important group for cell phone carriers is young people. This is a group that uses cell phones more and more. However, attracting these people could be hard. One of the most common strategies to attract customers today is promotion through TV-commercials. Another strategy that has gained popularity is branding. We therefore asked ourselves how these strategies could affect each other and eventually young peoples’ choice of cell phone carrier.
Purpose: Our purpose is to investigate how branding and communication strategies are best used in cell phone carriers TV- commercials, and how they affect young peoples’ consumer behavioral processes.
Method: To solve the purpose of this thesis we have used an inductive approach. We have gathered both quantitative and qualitative data. Quantitative data have been collected from a questionnaire filled out by students from Jönköpings University and qualitative data from a focus group we have held. The results were analyzed with help from theories about communication strategies and branding.
Conclusion: Branding has a strong influence on young peoples’ view on cell phone carriers TV- commercials. However cell phone carriers TV- commercials have no direct effect on young peoples’ choice of cell phone carrier. It just has an indirect effect since; TV- commercial can be considered a source of information or a way of forming attitudes.
Montresol, Eliane Cintra Rodrigues. "A propaganda e a publicidade na TV digital : um estudo exploratório de tendências /." Bauru : [s.n.], 2011. http://hdl.handle.net/11449/89531.
Full textBanca: Marta Lígia Pomim Valentim
Banca: Maria Cristina Gobbi
O Programa de Pós-Graduação em Televisão Digital: informação e conhecimento" capacita profissionais para atuarem em televisão digital nas três áreas: comunicação, educação e tecnologia
Resumo: A TV digital (TVD) promete um novo cenário para a propaganda no Brasil, tendo em vista que a proposta do governo brasileiro é que ela agregue novas tecnologias e serviços, passando a ser interativa, permitindo ao telespectador a possibilidade de trocar informações com o transmissor e produzir conteúdo. Em fase de implantação no Brasil, a TVD já é realidade em algumas capitais, trazendo benefícios como melhoria na imagem e som e recursos de interatividade que estão sendo testados. Em se tratando de área emergente, há necessidade de contribuições resultantes de estudos e pesquisas. Neste contexto, o presente estudo analisa as mudanças que estão ocorrendo na publicidade e propaganda para TV e faz um breve relato do panorama atual que envolve essa área frente às possibilidades que a TVD poderá proporcionar. A metodologia utilizada consistiu em pesquisas de teor bibliográfico, exploratório e documental, realizadas a partir da localização, leitura e descrição de fontes na área de comunicação, mídia, publicidade e tecnologia, oferecendo um referencial de apoio acerca do processo de produção de conteúdo e criação de novas formas de propaganda, tendo como base a interatividade e o entretenimento. Além disso, efetuou-se sondagem inicial junto ao ambiente de propaganda e publicidade no contexto nacional, tendo sido desenvolvida uma pesquisa de opinião, apoiada na técnica do questionário, instrumento que foi aplicado junto a especialistas que atuam com publicidade e propaganda para avaliar quais as tendências de demandas e viabilidade de novos formatos de propaganda. Em síntese, obteve-se que existe uma expectativa dos sujeitos pesquisados em relação à TV digital interativa, porém, é quase sempre para o universo de longo prazo e na experimentação dos recursos disponíveis para que se encontre o caminho mais direto e promissor com o telespectador-usuário... (Resumo completo, clicar acesso eletrônico abaixo)
Abstract: Digital TV (DVT) promises a new arena for adversiting in Brazil, considering that the Brazilian Government's proposal is that it adds new technologies and services, passing to be interactive, allowing viewers the opportunity to exchange information with the transmitter and produce content. Still being implemented in Brazil, the DTV is already reality in capitals, bringing benefits such as improved picture and sound and resources of interactivity are being tested. In dealing with emerging area, there is need contribution of studies and research. In this context, this study investigates the changes that are occurring in publicity and adversiting to TV and makes a brief account of the current prospect that involves this area face the possibility that the DTV will be able to provide. The methodology used consisted in research of bibliografy, documentary and exploratory tenor, and was conducted from the locatio, reading and description of sources in the area of communication, media, advertising and technology, providing a theoretical reference of support about the process of production of content and creating of new forms of adversiting, based on the interactivity and entertainment. It begins by initial poll together at the environment of publicity and adversiting in the national context, having developed a survey, based on the technique of the questionnaire, an instrument that was applied with the especialists working on publicity and advertising to a value which trends demands and feasibility of new adversiting formats. In summary, it was found that there is an expectation of the subjects studied in relation to digital interactive TV, but it is almost always to the universe of long term and experimentation of available resources to finding the most direct and promising with the viewer user, inferring that there is need for a redesign of the concepts of communication to bring... (Complete abstract click electronic access below)
Mestre
Mousa, Odyssa, and Mariana Alexis. "Musikens betydelse i TV-reklam : En analys av jingel, bekant och obekant musik." Thesis, Örebro universitet, Akademin för humaniora, utbildning och samhällsvetenskap, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-14223.
Full textŠimková, Aneta. "Formáty TV reklam společnosti Vodafone a jejich vnímání českými spotřebiteli." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-264386.
Full textIossi, Licínia de Freitas [UNESP]. "TV digital sob a perspectiva publicitária: uma análise do advertainment na narrativa audiovisual." Universidade Estadual Paulista (UNESP), 2011. http://hdl.handle.net/11449/89536.
Full textUniversidade Estadual Paulista (UNESP)
As transformações na publicidade e na propaganda estão ocorrendo devido ao avanço das Tecnologias de Informação e Comunicação (TICs), proporcionando quebra de paradigmas modificando o modo de como assistimos à televisão, e isso, consequentemente, afeta o modelo de negócio deste meio que será alterado, pois o conceito de grade televisiva não será prioridade, sendo assim, os blocos de intervalos comerciais perdem seu principal motivo, e a televisão a fim de manter os anunciantes como patrocinadores da TV está levando os comerciais para dentro do programa. Essas transformações no modelo de negócio analógico, que traz a publicidade nos intervalos comerciais e a pluralidade de novos caminhos que a televisão digital possibilita, levam-nos a pensar sobre as direções que a publicidade irá tomar, isso porque a partir do momento que o telespectador tem a possibilidade de escapar do comercial, a publicidade e a propaganda terão de pensar uma nova forma de chamar a atenção, atrair e conquistar o telespectador, porque o atual modelo de negócio não comportará as novas possibilidades da televisão digital, buscando nova forma de patrocínio e financiamento. A fim de explorar a relação, publicidade e público no novo modelo de nogócio, encontramos o advertainment que, segundo palavras de Walter Longo, promove a sinergia entre emoção e informação, integração de marcas e produtos no ambiente editorial dos veículos de comunicação (LONGO). Isso se faz necessário, porque com a implantação do Sistema Brasileiro de Televisão Digital Terrestre (SBTVD-T), os telespectadores serão participativos, definindo e assistindo ao que desejam, na hora e local em que desejam com a nova plataforma. É nessa conjuntura que surgem as preocupações das agências de publicidade e propaganda, ao perceberem que o telespectador pode simplesmente não assistir a um determinado comercial, ou mesmo ignorar todo o bloco de publicidade
The transformations are occurring due to advance of Information and Communication Technologies and providing breaking paradigms, modifying the way we watch television, and this therefore affects the business model of the media which will be changed, because the TV grid concept won't be a priority, so the advertising spaces lose their main reason, and in order to keep adversitisers as sponsors, the TV manages are bringing the commercials into the shows. These changes in the analog business model that brings advertisement in commercial breaks and a plurality of new ways that digital television provides, leads us to think about the directions that the advertisements will take. From that moment the viewer has the possibility to scape from the commercial, advertising and propaganda have to think a new way to draw attention, attract and capture the viewer, because the current business model does not contain the new possibilities of digital television, trying new form of sponsorship and funding. In order to explore the relation between advertisement and public in a new business model, we found the advertainment which in Walter Longo's words the advertainment promotes synergy between emotion and information, brands and products integration in the editorial environment of the media. (LONGO). It is necessary because with the implementation of the Brazilian System of Digital Terrestrial Television (SBTVD-T) viewers will be participatory, setting and watching what, when and where they want with the new plataform. It appears at this conjuncture the concerns about advertisers and advertising, when it is realized that the viewer cannot simply watch a particular commercial, or even ignore the entire commercial break
Svensson, Ida, and Josefine Brink. "Definierade varumärken : En bildanalytisk studie av Norrlands Guld och Mariestads reklamfilmer." Thesis, Linköpings universitet, Kultur, samhälle, mediegestaltning, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-94025.
Full textSom konsument väljer man ofta en produkt eller en tjänst för att stilla att visst behov eller begär. Dock finns det allt som oftast flera olika varumärken som tillverkar samma produkt, vilket gör att vi även måste välja mellan dessa varumärken innan vi kan stilla våra behov. Detta val är oftast ett aktivt beslut. Vi väljer nämligen ett varumärke som vi är bekanta med eller ett varumärke vars identitet tilltalar oss. Varumärket har alltså en stor påverkan för både konsumenters beslutsprocess i samband med köp men också för företagens framgång. Varumärkets identitet är en viktig aspekt som i allra högsta grad kommer att påverka varumärkets popularitet. Denna identitet består av namn, logotype, förpackning, design och personlighet samt alla de associationer som konsumenten kopplar till själva namnet. Tack vare denna unika identitet urskiljer sig varumärket gentemot andra samt lockar till sig konsumenter. För att få en inblick i hur man kan arbeta med tydliga varumärkesprofiler och varumärkesidentiteter har vi analyserat två varumärkens reklamfilmer. Vi har analyserat varumärkena Norrlands Guld och Mariestads för att undersöka hur varumärkenas identitet framställs samt vilka skillnader som finns i framställningarna av dessa. Både Mariestads och Norrlands Guld ägs, produceras, distribueras och marknadsförs av Spendrups Bryggeri AB. Det intressanta med att titta på varumärken med samma ägare är att varumärken i detta sammanhang är i extra stort behov av att skilja sig så mycket åt som möjligt för att inte konkurrera ut varandra.
Ida Svensson
Wang, Xiaoduo. "Children's Prime-Time Food Commercials in China: A Content Analysis of National and Provincial TV Channels." Ohio University / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1289591158.
Full textSilva, Luiz Felipe Barreto da. "TV Legislativa, publicidade e Comunicação Pública : estratégias de endereçamento do Jornal da Alerj." Universidade do Estado do Rio de Janeiro, 2015. http://www.bdtd.uerj.br/tde_busca/arquivo.php?codArquivo=9544.
Full textCHUNG, SHU YI, and 徐翊鈞. "TV channels of brand advertising creative." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/96417320685939530749.
Full text國立臺灣師範大學
設計研究所
99
comparatively weak. It is, therefore, imperative for TV medium to find its own positioning in the severe competition environment. Especially in the field of “TV channel packaging (VI)”, also called TV channel identification system, many TV channels use various colors or different dynamic image advertisements. However, not all of these packages can express its core value, mission and vision clearly. This research tries to understand the meaning of “brand” and in-depth analyze the concept of “TV channel brand”; then, discuss the TV channel packaging (VI), including on air graphic and off air graphic. Case studies are adopted to analyze the image advertisements on air graphic part. The ZMET research method is applied to explore the ideas behind the sight metaphor through effective examination and creation of body and mind activities. The concluded constructs and figures become the elements of creation of image advertisement. This paper applies ZMAT research method and uses New Tang Dynasty Asian Pacific TV, an international TV, as a case study. The conclusions are: (1) “Security”, “forbearance”, “fusion”, “confidence” which are deeply embedded in human beings’ mind are the constructs to “Tang”. (2) Many abstracted constructs belong to Masow’s second layer - security and forth layer – confidence. (3) We can find how a TV channel operates its tone, format and technique by decoding its image advertisements which is helpful for future design of TV channel brand and image advertisements. (4) It is crucial to combine creation and innovation with core values. (5) There is continuity from ZMAT research, case analysis to TV brand mage advertisement creation.
Chien, Chin-Hui, and 簡錦慧. "Interactive TV Advertising Format for Package Tour." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/66837862887347074178.
Full text國立嘉義大學
管理學院碩士在職專班
97
TV in Taiwan is going to digitize by 2013. Digital TV (DTV) is no doubt the most effective media in near future. There is a tendency towards DTV Interactive advertisements. By whole new interactive form, TV Interactive advertisement can create experience in brain-new to audiences; it also can improve traditional TV Ads’ weakness of effects and raise advertisers’ ROI in TV media. Advertising success depends on giving them what they want. Digital television can be a win-win situation. This research investigates the advertising potential of the package tour products offered by digital television stations, and focus on what kind of formats will have a better advertising effectiveness. The results showed that interactivity had an influence on attitude toward the advertising, attitude toward the brand, and purchase intention. Placing an advertisement on digital TV might enhance the effectiveness of advertisement if the advertisement has a low level of interactivity.
Ceriz, João Miguel Costa. "Smart TVs: the new age of television and advertising." Master's thesis, 2012. http://hdl.handle.net/10071/5212.
Full textTelevision had, throughout its history, a leading role in the world economy and culture. Its importance lies in its potential as a vehicle of information and entertainment, but also of promotion for brands, which was its main source of income over the years. With the launch of Smart TVs, advertising on television will suffer a great revolution thanks to the merger between TV and the internet, creating a whole new world of innovation and technology for which this study opens the first doors. The study consists in a historic and literary review, followed by the elaboration of an exploratory qualitative research to 12 international experts from the industry of TV and advertising. This study concluded that a big change will gradually and progressively happen, by changing some of the major current paradigms of advertising on television such as the results measurement and targeting capacity. Later it was concluded that the future TV advertising will make use of complementary devices others than TV, to enhance the audiences’ impact and experience. The social and interactive component of advertising will be valued, as well as the customization of content coming out of on-air and online connections. Finally it was concluded that some of the main roles of the elements of the industry will change being advertisers and broadcasters the least affected, unlike agencies that will have strong need of adaptation, and TV producers who will be strengthened through the delivery of advertising solutions for brands.
Chen, Chen Wei, and 陳瑋真. "A Study of Beneficiaries in Social WelfareOrganizations on TV Public Service Advertising EffectivenessOrganizations on TV Public Service Advertising EffectivenessA Study of Beneficiaries in Social WelfareOrganizations on TV Public Service Advertising." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/20557930064114783491.
Full text大葉大學
事業經營研究所
94
Social Welfare Organizations is to make people understand the service that the organization provided. The fastest way is using public media or creating news to increase the value of the issue. Under the popularity TV, Internet and other media tools, it is fast to use a public media to broadcast news. Public Service Advertising is one of the fast public media.This research is tring to go further into that using a beneficiary to play the lead in an advertisement can deepen the advertising effect or not. We cannot compare the difference only by using a beneficiary to play the lead in advertisement. That is why we use pure word to be control group, using the beneficiary and famous people to play the lead, comparing the advertising effectiveness. There are three groups of the questionary in this research, sampling from sex, age and monthly balance income. The assayers are portioned into the groups equally at random. We picked up 90 questionary per groups, delivering 313 pieces, 270 pieces effective. The rate of effective recycling is 86.3%. This research divided empathy into role taking, making people happy and other 3 kinds of empathy, and separated the advertising effectiness of Altruism Behavior into the ways of direct and indirect. The research shows that Social Welfare Organizations can strengthen the empathy of people to help others. Raising the empathy to help others can make people to help the beneficiary in direct ways or in indirect ways. In direct way, Social Welfare Organizations can use the beneficiary to play the lead, making people role taking to reach the advertising effectiveness. In indirect way, Social Welfare Organizations can strengthen the empathy of people by using Public Service Advertising. After all, the advertising effectiveness is the same nomatter using the beneficiary, famous people or pure word to play the lead in Public Service Advertising.
Chaing, Yu-Hsaun, and 江宇軒. "The Study of Archetype Applications on TV Advertising." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/91294281246539104589.
Full text龍華科技大學
商學與管理研究所
99
The archetypal mythology is basic on ancient Roman and ancient Greece stories. The purpose of research is trying to interpret the oriental culture of Taiwan by Western archetype, to see whether it is fit the Taiwan’s culture or not. In this study, to accomplish the following object, we use the qualitative reseach to explain the Taiwanese TV commercial. 1.How to use the Archetypal mythology on television advertising of consumer behavior. 2.The archetypal mythology shows the unique characteristic of Taiwanese culture in the TV commercial. According to the research, we found out in the model that consumers prefer the advertising is presented with the story and shows the keywords in the pictures. It is linked with the customers by the brand information delivery, for consumers to like the characteristic of brand and fond of the products. In the Taiwanese TV commercial, due to the differences between Eastern and Western cultures.We discovered the application of archetypal mythology of Taiwanese culture.
Tu, Hon-gi, and 凃宏基. "A Study on TV Advertising with Keyword Effects." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/jncgdc.
Full text銘傳大學
傳播管理研究所碩士班
97
In recent years, TV advertising with keyword is so popular in Taiwan. Many TV advertising had added keywords at the end of advertising and asked consumers to search these keywords. TV advertising with keyword combined traditional media with Internet cleverly and created considerable advertising market. Nowadays all kinds of enterprises use TV advertising with keyword to promote their products. The tendency meant the development of TV advertising with keyword needed to be observed. TV advertising with keyword was still a new advertising style, its effect needed to be examined. In order to understand TV advertising with keyword effects, the research used communication effect as the basic theory to measure TV advertising with keyword effects which included keyword of memory, attitude to advertising, intention to search and intention to purchase, and discussed whether advertising involvement can influence keyword of memory and attitude to advertising. Besides, the study also extended discussing whether attitude to media advertising can influence attitude to advertising, memory of keyword, whether attitude to advertising can influence intention to search and intention to purchase, and whether intention to search can influence intention to purchase. The result of study was found: Advertising involvement, attitude to TV advertising and attitude to keyword advertising all can influence attitude to advertising; Advertising involvement can influence memory of keyword; Both memory of keyword and attitude to advertising can influence intention to search and intention to purchase; Intention to search can influence intention to purchase. Keywords: advertising involvement; advertising effect; TV advertising with keyword
Liu, Chen-Chen, and 劉貞珍. "The Effect of Advertising Message in TV Shopping." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/743x86.
Full text淡江大學
企業管理學系碩士在職專班
95
The improvement of technology has changed the consumption behaviors of customers. And also, it has stimulated customers to consume through virtual stores, especially TV shopping. TV shopping channel provides a convenient way for shopping and various choices of products. Customers can get sufficient information through hosts’ detailed introduction for products, so that they can save time to collect products’ information by themselves when shopping in TV shopping channels. What attracts customers to buy products in TV shopping channels? What information contents TV shopping channels provide? Why customers can decide to buy products without careful consideration in TV shopping channels? How the perceived risks of customers affect the information contents to be delivered? How the involvements of customers affect the information contents to be received? This study is trying to analyze the relationship and effects between the preference of information content of customers, the perceived risks of customers and the involvement level of customers and how these 3 factors affect the advertisement attitude and purchasing intention. The main analysis ways used in this study are factor analysis, cluster analysis and MANOVA. The analysis samples are total 214 and got results as below: 1.The perceived risk of customers will interfere with the effect between the different preferences of information content and purchasing intention, but will not interfere with the effect between the different preference of information content and ads attitude. The involvement level of customers will not interfere with the effect between the different preferences of information content, ads attitudes and purchasing intention. 2.The different preferences of information content of customers will affect the ads attitude and purchasing intention. 3.The different types of perceived risk of customers will affect the purchasing intention, but won’t affect the ads attitude. 4.The high-involved customers will have better ads attitudes and purchasing intention than the low-involved customers.
Chang, Chung-Hua, and 張瓊華. "The Influence of Advertising Media Type and Media Contact Behavior on the Advertising Effect --- a Study on Internet Advertising and TV Advertising." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/15741205820005583414.
Full text國立交通大學
管理科學系
90
The Internet and television are essentials in our life nowadays. They not only affect our life style, but also affect our values and moral codes. We study two issues in the research. First, we discuss whether a manager will choose different commercial media form traditional television because of the revolution in media. Second, we find out what kind of commercials can attain better responses through studying the factors that affect the Internet and television commercials. We apply the following statistical methods in the research. They are descriptive statistics method, reliability analysis, validity analysis, Mean deviation test and ANOVA. The results are as follows. The influences of Internet commercials are better than the ones of television commercials. However, the desire to buy on television is better than in the Internet. About the results of advertising attitude factor, the effects of Internet commercial are better than television ones when the commercial exposing time are medium or short. The brand effects of television commercials are better than the ones of Internet commercials when the commercial exposing time is medium or short. Besides, the consumers’ ages from 20 to 24 and above 30 are more easily influenced by Internet commercials than by television ones. In the results of desire to buy factor, the effects of television commercials are superior to the ones of Internet commercials under the ages of consumers from 25 to 29. However, under the ages above 30, the Internet commercials get better results. When we discuss the results with the consumers whose education levels are under senior high, the effects of television commercials are superior to the ones of Internet commercials. Furthermore, the effects of Internet commercials are superior to the ones of television commercials when the education levels of consumers are above bachelor.
Liu, Chun-Chi, and 劉純綺. "A Study on TV Advertising Effectiveness of the Brand Ads." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/96967457966777785393.
Full text國立體育學院
休閒產業經營學系碩士班
95
Advertising is widely considered as the most important media for marketing communication. However, with the time in which innovative information and the technology unceasingly progress and flourish, advertising style has also to be unceasingly innovated and updated so as to promote the environmental protection and accordingly raise consumers’ purchase intention. Therefore, advertising style also gradually changes with time, hitting the product from the former host, the characteristic, and the function, and extensively turns into the brand image molds, the product savors, and fashion to meet the primary need of advertising. The most typical one, for example, comes that NIKE tends to transfer the passion that young people have for sports to the preference that they have for the brand. Hence, the purpose of this study aims to investigate the effect of advertising of sport brand on television to discuss whether the different advertising format can have significant difference on advertising effects. Moreover, due to individual preference for brand-name, this study takes the brand preference as intervening variable to further discuss whether brand preference can have effect on advertising. Additionally, regarding the demographics, it focuses mainly on gender and consumer ability to investigate how they affect advertising by different advertising format. The present study adopts the Laboratory Experiment using questionnaires to test the existing brand —NIKE with the advertising format being the operation experimental variable. The experiment groups are divided into three: the advertising attitude, brand attitude, and purchase intention. Involved participants are the college students at Shih Hsin University and National College Physical Education and Sports, in which 70 valid questionnaires are validly retrieved for this study. The main analysis methods are based on ANOVA and two ways mixed-design analysis. The result findings are shown as following: 1. The different advertising format reaches significant difference on advertising attitude, and the format of Endorsers is significantly superior to Slice of Life and Endorsers with animation. 2. The different adverting format is shown significantly different on brand attitude, in which the Slice of Life has more effect especially. 3. The different advertising format has significant difference on purchase intention, in which the format of Endorsers is by far the best. 4. The intervening variable—brand preference and advertising format have intervening effect on advertising attitude, in which NIKE, adidas, Reebok, converse and Lacoste in particular have better advertising attitude. Whereas the brand preference and advertising format are found having no intervening effect on brand attitude and purchase intention, indicating that regardless of individual brand preference, all the advertising formats wouldn’t have any influence on brand attitude and purchase intention. Another possible reason of non-influence is attributed to the present study’s extrapolation for exposure time and number of times. Moreover, the goal brand of this study is the existing brand, NIKE, which may possibly confuse testers’ former experience or the attitude in this regard.
劉純綺. "A Study on TV Advertising Effectiveness of the Brand Ads." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/41119201412352058987.
Full text國立體育大學
休閒產業經營學系碩士班
95
Advertising is widely considered as the most important media for marketing communication. However, with the time in which innovative information and the technology unceasingly progress and flourish, advertising style has also to be unceasingly innovated and updated so as to promote the environmental protection and accordingly raise consumers’ purchase intention. Therefore, advertising style also gradually changes with time, hitting the product from the former host, the characteristic, and the function, and extensively turns into the brand image molds, the product savors, and fashion to meet the primary need of advertising. The most typical one, for example, comes that NIKE tends to transfer the passion that young people have for sports to the preference that they have for the brand. Hence, the purpose of this study aims to investigate the effect of advertising of sport brand on television to discuss whether the different advertising format can have significant difference on advertising effects. Moreover, due to individual preference for brand-name, this study takes the brand preference as intervening variable to further discuss whether brand preference can have effect on advertising. Additionally, regarding the demographics, it focuses mainly on gender and consumer ability to investigate how they affect advertising by different advertising format. The present study adopts the Laboratory Experiment using questionnaires to test the existing brand —NIKE with the advertising format being the operation experimental variable. The experiment groups are divided into three: the advertising attitude, brand attitude, and purchase intention. Involved participants are the college students at Shih Hsin University and National College Physical Education and Sports, in which 70 valid questionnaires are validly retrieved for this study. The main analysis methods are based on ANOVA and two ways mixed-design analysis. The result findings are shown as following: 1. The different advertising format reaches significant difference on advertising attitude, and the format of Endorsers is significantly superior to Slice of Life and Endorsers with animation. 2. The different adverting format is shown significantly different on brand attitude, in which the Slice of Life has more effect especially. 3. The different advertising format has significant difference on purchase intention, in which the format of Endorsers is by far the best. 4. The intervening variable—brand preference and advertising format have intervening effect on advertising attitude, in which NIKE, adidas, Reebok, converse and Lacoste in particular have better advertising attitude. Whereas the brand preference and advertising format are found having no intervening effect on brand attitude and purchase intention, indicating that regardless of individual brand preference, all the advertising formats wouldn’t have any influence on brand attitude and purchase intention. Another possible reason of non-influence is attributed to the present study’s extrapolation for exposure time and number of times. Moreover, the goal brand of this study is the existing brand, NIKE, which may possibly confuse testers’ former experience or the attitude in this regard.
Chen, Szu-yin, and 陳思因. "The Study of Advertising Communication Effects on TV Power Keyword." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/c9qagj.
Full text國立中山大學
企業管理學系研究所
97
Through the collaboration between internet and conventional media, Power Keyword has become a new fashion in advertising industry last year, which appears at newspaper ads, magazine ads, TV commercials, or even outdoors. Among all mediums, TV has the strongest impact on consumers. More than 40 TV commercials inserted power keyword. Therefore, this research focuses on exploring how marketing specialists should bring the best advertising effectiveness out of power keyword. The purpose of this study is to verify the advertising impact of power keyword through keyword type and advertising type. A 2(Sales promotional advertising and non- sales promotional advertising) x 2(Power keyword Ads with large space and small space) x2(Power keyword Ads with audio and no audio) x2(Power keyword Ads with Yahoo! logo and no Yahoo! logo) between –subject factorial design is employed in the research. Advertising communication effectiveness, on the other hand, is measured based on recall effects and search intention. An online quasi-experiment is conducted and data gathered randomly from 436 participants on their perceptions towards power keyword advertisements. Moreover, product involvement is brought into the experiment as moderating variable. The findings of the research indicate that: (1) Promotional advertising has significant influence on advertising communication effectiveness. Promotional advertising results in higher recall effects and search intention than non-promotional advertising. (2) Ads space and position has significant influence on advertising communication effectiveness. Large space of search bar results in higher recall effects and search intention than that with small one. (3) Search intention of promotional advertising does vary based on audio type of search bar on the ads. (4) Recall effect of promotional advertising does vary based on space and position of search bar on the ads. (5) Consumers with different ages, gender, and education result differently in their search intentions.
Hazotte, Chloé, and Manon Roy. "Portrayals of men in advertising." Thesis, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-33773.
Full text