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Green, Katherine Elizabeth. "What makes different types of advertising effective?" Thesis, University of Newcastle Upon Tyne, 2008. http://hdl.handle.net/10443/160.
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Experimental procedures were designed to investigate the effectiveness of different types of Fast Moving Consumer Goods (FMCG) print advertising. Following a series of pilot studies in which the methodology was tested, sets of adverts provided by the sponsor were assessed in 3 separate conditions, each with a different group of 50 subjects. Participants were female, aged between 25 and 50, and mainly responsible for their household shopping, representing the 'housewife'demographic Lever Faberge targets with FMCG advertising. In condition 1 the subjects were exposed to a set of 32 Poster adverts, in condition Z 32 Magazine adverts and in condition 3,14 Direct Marketing (DM) adverts. A combination of eyetracking and questionnaire methods were used. Three sets of questionnaires aimed to assess purchase behaviour, measure consumer attitudes towards the adverts and capture the brand associations that were being formed. Fixations for each advert from the intermediate eyetracking session were analysed across each group of participants, in terms of attention in specific areas of interest (AOls) defined earfier. These represented the major advertising components e. g. brand name, pack shot, slogan. AOI fixations were evaluated in terms of the overall % of fixations, overall % of fixation time, % of initial fixations (within 1000 msec) and average fixation duration. Results showed specific types of advert elicited the most positive attitudes, having some influence on how the brand was perceived. These adverts were generally simple with a straightforward message, and best liked with high impact. Brand recall was not always negatively affected by negative ad attitudes. Attention patterns across adverts with fewer A Ols were easier to predict, and there appeared to be optimum positions for specific AOls to increase the proportion of first fixations. The non-uniforin stimuli meant overall eye-movement observations could be presented but strict predictive models could not be applied.
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Sara, Harmala Kaur. "Effects of cultural differences and product types on advertising effectiveness in Costa Rica and the U.S." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0005163.
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Unyawong, Pornkamon. "A comparative study of attractiveness types in advertisements of women's magazines between United States and Thailand." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2979.
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The study determined how Thai and U.S. advertisements reflected women's attractiveness. Advertisements from the Thai and U.S. editions of Elle and Cosmopolitan magazines from January 2005 to January 2006 were analyzed using the content analysis method. The author created a code book with definitions of all categories to be used as guidelines for the analysis, an itemized code sheet, and training criteria. Two coders who were proficient in both Thai and English collected the data for the study. The Statistical Package for the Social Sciences (SPSS) was utilized as a tool to analyze the data gathered. Results indicated that there were both similarities and differences in the specifics, but what remained constant is the use of beautiful women to sell clothing and beauty products. The findings suggest that Thai and U.S. advertisers should apply the similiarities found in the study in their cross-cultural advertising campaigns. In addition, advertisers should be aware of differences and create advertisements that reflect attractiveness values of each culture.
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Odina, Amanda, and Zoi Koutelida. "Gen Y and Gen Z’s Instagram Advertising Preferences : Qualitative Analysis Focusing on the Types of Advertising on Instagram." Thesis, Tekniska Högskolan, Jönköping University, JTH, Datateknik och informatik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48018.
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Purpose — As social media develops, becoming a more relevant part of society, it is more necessary to understand it, more so when considering social informatics. Exclusively considering the types of advertising available on Instagram, the purpose of this study is to determine the preference of Generation Y and Z, and analyse what motivates their preference when interacting with Instagram advertisements. Method — The study relies on qualitative responses. Therefore, appropriate methods to achieve this data are interviews and surveys. Additionally, survey data can be more easily collected in order to ensure that the analysis of the final results is as accurate as possible for the general population. 10 interviews were conducted, and over 40 responses were gathered from the survey. Through the use of mockups to act as visual cues, the methods will test for preference based on three aspects; visual, trustworthiness and purchase behaviour. Conclusion — Through a thematic analysis, the final results uncovered that participants based their decision according to at least one of three themes; Familiarity, Presentation of Information, and/or Advertising Intrusion. A consistent majority was not achieved across all tested aspects of preference, however, Video Ads were typically favoured. Limitations — The nature of this study is very specific, therefore a lot of considerations within the field have been omitted. Generations outside of Y and Z will not be considered and the study focuses on these groups within Jönköping. Additionally, aspects of social media such as hashtags, tagging functions, and influencers have been studied immensely and will not be relevant to this study. Limitations have been made in order to conduct the study reasonably and competently.
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Waechter, Susanne Franziska. "Contextual advertising in online communication: An investigation of relationships between multiple content types on a webpage." AUT University, 2010. http://hdl.handle.net/10292/912.
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As part of the promotional mix, advertising plays a significant role in a company’s or organisation’s communication with its consumers and stakeholders. In order to inform consumers about their products or services, marketers apply a variety of advertising strategies. One particular strategy is “contextual advertising”, which refers to the strategic placement of advertisements in an editorial environment whose theme is relevant for the promoted product or service (Belch & Belch, 2009, p. 492). Also in advertising research, contextual advertising received a considerable amount of attention. Scholars have investigated the effectiveness of contextual advertising in online and offline media. Researchers as well as practitioners have particularly focused on content-based relationships between advertisements and the theme of the editorial environment in which the advertisement is placed. With a focus on online media, the present study aimed to investigate this content-based relationship but also to examine what other types of relationships between the different contents on a webpage the user constructs. Advertising has also been investigated in the area of semiotics. Several scholars analysed advertisements in order to reveal their meaning-affordances. A second interest in the present study derives from semiotic studies and theories, which emphasise the individual’s significance in the meaning-making process but also exclude the individual from their analysis. A potential contradiction could be seen here and by investigating how users interpret a particular webpage, this study aimed to examine what insights an analysis can provide that is solely focused on the webpage user. In order to capture users’ interpretations of a webpage’s contents and to investigate what types of relationships between these contents users construct semi-structured interviews with six participants were conducted. The participants were invited to look at a webpage from the website www.healthyfood.co.nz. Following the interviews, the participants’ responses were transcribed, categorised and analysed. Findings from the study revealed that several participants constructed relationships between advertisements and the editorial content based on content-similarity but also on design-similarity as well as their personal knowledge about sponsorship relationships and income-investment relationships. Personal knowledge also appeared to be important for the interpretation of the webpage. The participants’ interpretation of the webpage were also guided by their personal interest in the contents, their individual contexts like socio-cultural background, experiences and beliefs as well as environmental factors such as time and the layout of the interview location. The results of the study support the significant role of the individual in the process of meaning making and further contribute to an extended understanding of contextual advertising. Practical suggestions for the advertising area and future research were also identified.
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Al-Rubaiee, Seror, and Simon Lind. "Influencer advertising, sponsored, and non-sponsored: A study on how message types affect consumer purchase intention." Thesis, Blekinge Tekniska Högskola, Institutionen för industriell ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-19697.
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Background Social media influencer advertising is a fast-growing form of advertising. It has led to companies striking deals with influencers to benefit from the influencers’ big audiences of followers and social media users. Influencers promote the companies’ brands and/or products in exchange for a payment. Influencer advertising comes in two forms, sponsored and non-sponsored, factors that can have a significant effect on purchase intention when combined with different message types as pictures, text, and a combination of picture and text and trust. Objective This report's primary goal is to study the effect of trust, message type, sponsored, and non-sponsored advertising on consumers' purchase intentions on social media and contribute to previous studies. Method This study is a quantitative study with primary data. The method used for collecting the data is an online survey. The survey has been divided into two parts and sent out to the Swedish population who uses social media. One with questions on sponsored advertisements’ and another with questions of non-sponsored advertisements. In total, the surveys had 107 complete responses. The data was then analyzed using IBM’s SPSS program. Result Tests for the first hypothesis found no significant difference in the mean values of sponsored and non-sponsored advertisements' effect on purchase intentions. The second hypothesis established that the use of a picture message-type in advertisements had a more significant impact on purchase intention then a combination of both text and picture. The last and final hypothesis result found that influencer advertisements, sponsored or non-sponsored did not affect consumers' trust in any significant way and therefore did not affect purchase intention. Conclusion Companies should take into consideration the benefit of utilizing influencer-picture advertisements’ when it comes to the promotion of easily understood products, such as water bottles. Further work also needs to be done on more underlying factors that can affect consumers' purchase intentions. Keywords Influencer, Sponsored advertising, Non-sponsored advertising, Online survey, Message type
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Eamsobhana, Sudawadee. "The cross-cultural research of United States and Thailand: The relationship between celebrity endorsers and types of product endorsed." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2845.
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The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.
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Musliu, Rinor. "Otydligt, tydligt eller underförstått? : En kvalitativ undersökning om kundförväntningar av reklam och direktreklam på sociala medier." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-52960.
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Sammanfattning Kurs/Nivå: 2EB01E, Kandidatuppsats Författare: Musliu, Rinor Handledare: Devine, Åsa Examinator: Bill, Frederic Titel: Otydligt, tydligt eller underförstått? – En kvalitativ undersökning om kundförväntningar av reklam och direktreklam på sociala medier Nyckelord: Kundförväntningar, typer av kundförväntningar, marknadsföring, reklam, direktreklam och sociala medier Bakgrund: Kunder utsätts främst utav reklam och direkt reklam på sociala medier. Förutom den ”vanliga reklamen” på sociala medier finns även en ny form av direkt reklam. Eftersom företag har större tillgänglighet till information, kan de lättare rikta reklamen mot målgrupperna och på så sätt uppnå tillfredställelse. Det är dock viktigt för företag att ha kunskap om kundförväntningarna för att kunna möta dem. Det finns tre olika typer utav förväntningar och att ha kunskap om vilken kunder förväntar sig är viktigt för företag för att skapa långvariga relationer med sina kunder. Frågeställning: Vilka typer av förväntningar har kunder på reklam och direkt reklam via sociala medier? Syfte: Syftet med rapporten är att beskriva vilka typer av förväntningar kunder har på reklam och direktreklam i sociala medier. Metod: En kvalitativ undersökning (deduktiv ansats) med hjälp utav fokusgrupper. Rapportens insamlade data har analyserats med hjälp utav en innehållsanalys. Slutsats: Analysen resulterade i att kundförväntningarna är olika beroende på vad för reklam som visades på sociala medier. Kunder hade tydliga förväntningar på reklam för högengagemangsprodukter, okända högengagemangsprodukter och på direktreklam. Förväntningarna var otydliga på reklam för lågengagemangsprodukter, reklam för kända och okända lågengagemangsprodukter. Förväntningarna var underförstådda på reklam för kända högengagemangsprodukter.Abstract Course/Level: 2EB01E, Bachelor Thesis Author: Musliu, Rinor Tutor: Devine, Åsa Examiner: Bill, Frederic Title: Unclear, clear or implied? – A qualitative research about customer expectations of advertising and direct advertising on social media Keywords: Customer expectations, types of customer expectations, marketing, advertising, direct advertising and social media. Background: Customers are mainly exposed to advertising and direct advertising on social media. Except the “normal advertising” on social media, there is a new form of direct advertising. Because companies have a greater access to customer information, they can easier aim their advertising and by doing so reach customer satisfaction. It is important for companies to have knowledge about the customers’ expectations to reach customer satisfaction. There are three types of customer expectations and knowing which type of expectations the customers have is important for companies to build long lasting relationships with their customers. Research question: What type of expectations do customers have on advertising and direct advertising on social media? Purpose: The purpose is to describe what type of expectations customers have on advertising and direct advertising on social media Methodology: A qualitative research (deductive approach) using focus groups. The empirics of the report have been analyzed with a content analysis. Conclusion: The analysis resulted that the customer expectations were different depending on what type of advertising was shown on social media. The customers had clear expectations on advertising of high involvement products, unknown high involvement products and on direct advertising. The expectations were unclear on advertising of low involvement products, advertising for known and unknown low involvement products. The expectations were implied on advertising for known high involvement products.
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Мельник, Юлія Миколаївна, Юлия Николаевна Мельник, and Yuliia Mykolaivna Melnyk. "Cучасні тенденції вітчизняного та світового рекламних ринків." Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/12420.
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Raia, Kristin. "A Content Analysis of Model Body Types in Magazine Advertisements: Ethnic and Income Differences." Honors in the Major Thesis, University of Central Florida, 2005. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/792.
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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucfBachelors
Business Administration
Marketing
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Adams, Dallin Russell. "Depictions of Female Body Types in Advertising: How Regional Visual Attention, Body Region Satisfaction, Media Influence, and Drive for Thinness Relate." BYU ScholarsArchive, 2020. https://scholarsarchive.byu.edu/etd/9042.
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Through continuing technological advancement, increased media exposure occurs as consumers are able to obtain access more easily. Various media formats, including video, are a means whereby consumers gather information about the world around them, and continually make comparisons between that information and themselves. Among the information obtained from media channels is how bodies are portrayed in the media. Comparisons between media images of body and self-perceptions of body are particularly prevalent in women. The current study employs the use of eye-tracking to examine how women view other women's body types and areas of the body in video-based advertising. The study also employs self-report measures to further understand how individual body region satisfaction, drive for thinness, and media influence relate. Findings indicate that women, regardless of personal satisfaction, tend to look longer at thin women than plus-sized or average women. Furthermore, media pressures and internalization were found to play a strong role in women's drive for thinness and personal satisfaction, while media as a source of information played no such role.
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Попова, Олена Володимирівна, Елена Владимировна Попова, Olena Volodymyrivna Popova, and А. Довженко. "Перетин вербального та невербального компонентів в американському рекламному дискурсі." Thesis, Сумський державний університет, 2017. http://essuir.sumdu.edu.ua/handle/123456789/64605.
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Основна ціль кожного рекламного повідомлення – забезпечити читача комфортними умовами задля сприйняття інформації, яка надається. Саме тому автори звертаються як до мовних, так і не мовних засобів (вербальних та невербальних), що забезпечує цілісність та зв'язність рекламного тексту.
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BRANDAO, EDUARDO RANGEL. "ON-LINE ADVERTISING, ERGONOMICS AND USABILITY: THE EFFECT OF SIX TYPES OF BANNER IN THE HUMAN VISUAL PROCESS AND IN THE HUMAM RECALL PROCESS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2006. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=9116@1.
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FUNDAÇÃO DE APOIO À PESQUISA DO ESTADO DO RIO DE JANEIROA veiculação indiscriminada de informação na internet prejudica o processo de visualização de diversos tipos de banner e de lembrança das suas mensagens, uma vez que os anúncios precisam disputar a atenção do público com o restante da página e transmitir a sua informação com eficiência. Uma pesquisa experimental foi desenvolvida com o objetivo de identificar tipos de banner capazes de melhorar o processo de visualização e de lembrança da sua mensagem. Participaram do experimento 36 pessoas, utilizando-se 6 formatos específicos de banners, entre os que ocupam uma posição específica na tela (full-banner, leaderboard, rectangle e wide skyscraper) e os que abrem sobre o conteúdo das páginas (floating e pop-up). Através de questionários e entrevistas, descobriu-se os formatos mais visualizados, a lembrança da mensagem e a opinião dos participantes em relação aos banners. O pop-up e o floating foram mais vistos. No entanto, as pessoas os consideraram incômodos e irritantes. O full-banner foi o terceiro tipo de banner mais visualizado na tela, seguido pelo leaderboard, sendo que estes dois foram classificados como os preferidos. Nenhum dos 6 tipos de banner ofereceu bons índices de lembrança da sua mensagem. A utilização dos banners que ocupam uma posição específica nas páginas da internet, como se fossem anúncios de jornais e revistas, é recomendada frente aos resultados obtidos. Discute-se a priorização do uso do full-banner e do leaderboard, tendo em vista que o pop-up e o floating irritaram os participantes, enquanto o rectangle e o wide skyscraper não obtiveram taxas significativas de visualização.
The indiscriminate spreading of information on the internet causes bad visualization and recall processes of different types of banners, since an advertisement has to capture public´s attention among many others stimuli in order to transmit its message efficiently. An experiment was conducted with 36 participants to investigate the effects of 6 types of banner and improve these processes: 4 of them occupying a specific position on the page (full-banner, leaderboard, rectangle and wide skyscraper) and 2 over-the- page banners (floating and pop-up), collecting data also from questionnaires and interviews. Results showed that the pop-up and floating types were the most recognized, but the participants found them annoying. The full-banner was the third most seen, followed by the leaderboard, both classified as preferred. No type of banner provided good indexes of message recalling. The use of banners that occupy a specific position on page is recommended, as do advertisements in papers and magazines. Preferring full-banner and leaderboard is discussed, since pop-up and floating annoy people, while rectangle and wide skyscraper did not show significant frequencies of visualization.
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Lin, Yu-Fang, and 林郁芳. "The effects of service types, advertising appeals and attributes on advertising effectiveness." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/84773815162313184129.
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碩士國立臺灣大學
商學研究所
96
Because of the intangibility of services, it is diffcult for customers to realize the processes and the outcomes of services. Consumers also do not have objective and tangible standards to evaluate the content and the value of services, so consumers’perceived risk has been increasing. Advertising strategy is an important tool to slove the problems caused by intanginility of service. This thesis explores the potential effects of advertising appeals and attributes in print media on ad effectiveness (including attitude toward ad, attitude toward the brand and patronage intention) for two different service types. Using college and graduate students at National Taiwan University as respondents, a 2×2× 2 between subject experimental design was conducted. Independent variables were service type (utilitarian versus hedonic service), advertising appeal (rational versus emotional appeal), and attribute (outcome versus process attribute). The conclusions are as follows： 1.As for utilitarian service, print ad with rational appeal results in higher level of attitude toward the ad and patronage intention. As for hedonic service, print ad with emotional appeal results in higher level of attitude toward the ad, attitude toward the brand and patronage intention. 2.As for utilitarian service, print ad with outcome attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention. As for hedonic service, print ad with process attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention. 3.As for utilitarian service, print ad with rational appeal and outcome attribute results in greater attitude toward the ad, attitude toward the brand and patronage intention than other combinations. As for hedonic service, print ad with emotional appeal and process attribute results in greater attitude toward the brand than other combinations.
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Li, Chia-ling, and 李佳玲. "Analysis of Product Characteristics, Advertising Types and Advertising Involvement in Internet Marketing." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/31331020316504847911.
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碩士文化大學
國際企業管理研究所
85
It''s very popualr talking about internet. And many enterprises say that use internet for marketing. But they aren''t concerned about that wouldthe products affect people attracting them more concerned about the homepageadvertisement or the picture and music would attract people to make them more involved, or will they affect consumers''emotion and cause the different involvement degrees. The results find that the advertisement types and product classification will affect involvement through emotion. But when we use product classification and advertisement types putting toghether, the research finds that the product classificaiton and advertisement types will affect involvement but they don''t affect consumers'' emotion. This research also finds that consumers'' experience about products and picture appeals will mostly affect emotion and involvement.
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Hua, Shen Pei, and 沈沛樺. "A Study of Effects of Negative Advertising Performance by Advertising Appeals and Types." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/49627379998101764060.
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SHIH, CHIA-SHUN, and 石珈熏. "The appeal types of male perfume advertising and product involvement on advertising effectiveness." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/8x84yz.
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碩士明志科技大學
視覺傳達設計系碩士班
104
Perfume is a sense of product that combines vision with smell, and the perfume advertisement is the most direct marketing approach that conveys a product to consumers via the sense of sight. Advertisers use different types of advertising appeals to design an advertisement in which they not only emphasize brand personality but also use positive image reflected from advertising endorsers to achieve effective advertising. This study adopted laboratory experimentation with higher internal validit. The experiment is comprised of 6 conditions with 3 × 2 between-subjects and used an online survey designed with Google Doc. A total of 276 valid samples were collected via internet. The study showed that there were interactive effects between product involvements and advertising appeals in male perfume advertisements. Admiration appeal was the most effective appeal to high-involvement consumers; next is pride and then sex appeal. In contrast, sex appeal in advertising was most effective to low-involvement consumers; next is admiration and then pride appeal. Therefore, when designing a male perfume advertisement, advertisers should take into account different levels of consumer involvement and use the fit appeal so that the advertisement can appeal to consumers with different levels of involvement, thus make them willing to purchase a product. Moreover, this study has proven more than once the importance of brand image and advertising endorsers. For consumers, a good brand means consistent delivery of good quality. Consumers may prefer a product over others simply out of trusting a brand’s consistency. Similarly, a decent endorser represents a positive image. Consumers may carry their feelings toward an endorser over into a brand or a product. Thus, if advertisers can use the effect of brand image or endorsers to their advantage, it will definitely create unexpected value for companies. After all, the purpose of advertising is to create more revenue. The research findings can serve as a reference for people working in advertisement design or clients hiring advertisers to ensure effective advertising.
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彭定國. "Exploration and creative application of new types of advertising Interactive advertising, for example." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/96010693459465631000.
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碩士國立臺灣師範大學
設計研究所在職進修碩士班
100
Rapid technological advances, has the output of new inventions and new things all the time, advertising is the most direct project exposure to mass media, the most direct and most effective marketing of the early traditional advertising media is the use of television and print media of newspapers and magazines. But the era of continuous progress has nearly a hundred television channels and hundreds of plane publications, has been unable to effectively and precisely caught the goal of elimination. Response to modern technology, lifestyle changes and effective use of new types of advertising media, advertising aspirations to become effective and direct, real important for the current advertising issue, but also the main theme to explore. In this study, a new type of interactive advertising to explore. The study is divided into four parts: (1) to explore advertising-related knowledge and theoretical literature summarized; (2) to explore the traditional advertising causes and the rise of new types of advertising; (3) new types of advertising case to explore; (4) to new state advertising structure, creating closer to the people of interactive advertising. The purpose of this study allow advertisers to directly convey to consumers, thereby allowing the advertising development of a more diversified. System throughout the case study results can be summarized as the design process some of the considerations and process steps. A case-by-case study data results produced a new type of interactive advertising, "sports drinks", convey "to understand your body's thirst," and quickly add water "message, this creation features using the new digital technology. play advertising interactive; the creative process in the context of use by the interactive script simulation participants and their behavior, the integration project and design of the interactive process and detail design of the necessary points. This research conclusions advertising creative thinking, should pay attention to the points of application of new types of advertising advertising interactive design process: 1.An advertising creative thinking need to know more about the new digital technology, technology, and communicate effectively with program engineers within Common communication can reach the desired effect. 2.The use of advertising material, should allow the participants to imagine the atmosphere of space, so that highlights the features of interactive technology, with Curious and interesting to the participants a sense of participation. 3.Based on the formulation of advertising strategies, and take advantage of the new digital technology, new types of advertising creative advertising. 4.Interactive scripts and processes, inductive integration of fine design the required design interactive focus. According to the advertising environment and interactive program, choose the best equipment and location.
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Jame, Vector, and 詹俊坤. "The Advertising Effects of Products Types and Spokespersons." Thesis, 1993. http://ndltd.ncl.edu.tw/handle/28524051332860393203.
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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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Lu, Kuan-Hua, and 呂冠樺. "A Study of the Social Network Sites Advertising Types on Advertising Effectiveness – Findings from Facebook." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/v88b43.
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碩士國立臺灣科技大學
管理學院MBA
102
After the Web2.0 era, the information from the internet has evolved from one-way reading to two-way interacting. Rapidly increasing number of the internet users brings the new era of network and stimulates the new function of media. Social Media is the innovative application based on Web2.0 that allows users to create and exchange messages with each other, among which the Social network sites grow most significantly. According to Nielsen's survey in 2010, the Facebook's advertising types were divided into three categories: Homepage advertising, Social Impression advertising and Organic Impression advertising. Besides, scholars had pointed out three aspects of measuring the advertising effectiveness: advertising attitude, brand attitude, and purchase intention. Therefore, the main purpose of this study is to explore the effect of different Facebook advertising. Through reviewing and compiling previous studies, we have concluded the characteristics of internet advertising, social network site and advertising effectiveness. The advertising types of Facebook are taken as representative samples for each. We distributed surveys online and retrieved 295 valid samples from Facebook. Finally, samples are analyzed with SPSS to test the framework and hypotheses of this study. Our results are summarized as follows: 1.Except brand attitude, the effectiveness from different advertising types shows a significant difference, which means that it exists some positive correlation between advertising types and advertising effectiveness. 2.The organic impression advertising shows higher reliability and is easier to arouse the attention and interest from users because of the recommendation and sharing from friends. Therefore, it shows higher performance of advertising effectiveness than other types. 3.Whatever gender, age, average daily time of using Facebook, there were no significant correlations in the analysis with advertising effectiveness. Therefore, in order to fulfill the advertising effectiveness, ad owners are suggested to utilize the features of different advertising types to enhance the effectiveness when using Facebook advertisement.
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Lai, Chun Ping, and 賴春萍. "The Impacts of Types of Advertising, Product and Consumer Life Style on Advertising Effect:The Case." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/50814597181399179978.
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碩士國立高雄應用科技大學
國際企業系
100
In the recent decade, the internet has gradually replaced the conventional medias, and the emerging media such as facebook, and plurk, are attracting more and more users. Many update news and new product announcements are released through the new media, and their media effects are indeed interesting for practitioners and academics alike. The purpose of this study is, thus, to examine what effects and interactions of advertising types, product category and consumer lifestyle have on the facebook advertising. A questionnaire survey was sent to facebook users and Two hundred (200) eligible responses were received. We, then, investigate the influence of each variable, combined with the demographic variables, on the advertising effect. The results indicate that (1) Types of advertising have a significant effect on the advertising effect; (2) demographic variables are statistically significant factors in determining the advertising recall; (3) lifestyle significantly influences three aspects of the advertising effects like advertising recall, product attitude and click intention; (4) types of advertising, demographic variables and lifestyle have a significant interacting effect on the advertising effect.
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Chen, Yu-Hsuan, and 陳鈺瑄. "The Influences of Humorous Advertising Types, Product Presentation and Thinking Style on the Advertising Effect." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/24468255157408243876.
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碩士國立高雄應用科技大學
國際企業研究所
102
Humor appeals have been commonly used to promote a range of product categories. The presentation of advertising is very important. As most modern people live a busy and stressful life, advertising agencies tend to adopt humorous ways to present their ads to attract consumers. The effect of the advertising is what this study concerned. However, not all consumers favorably respond to humor in ads. The research mainly proposes the influence of two types of humor advertisements (cognitive humorous advertising and affective humorous advertising) and simultaneously examines the impacts of product presenation and consumer individual differences on thinking style on ad effects. The present study uses experimental design with a 2 levels of humorous advertising styles (cognitive humorous advertising vs. affective humorous advertising) x 2 level of product presenation genres(prominent vs. subtle) x2 thinking styles (rational vs. intuitive). A 2x2x2 factorial design is conducted. Four different scenarios are established through fictitious product ads. Thinking style is measured. The ad effects were measured by attitudes toward the ad, attitudes toward the brand, and purchase intention to observe the response under different scenarios. The result indicated that cognitive humorous advertising were more effective than affective humorous advertising. There is an interaction effect between the humorous advertising and product presenation. When the prominent placement was used, the cognitive humorous advertising were more effective than affective humorous advertising. However, when the subtle placement was used, the affective humorous advertising were more effective than cognitive humorous advertising. Finally, the aforementioned interaction effect of the types of humorous advertising and product presenation on ad effects was significant for consumers with rational thinking style, but not significant when affective humorous advertising was used for consumers with intuitive thinking style.
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Karlsson, Julia, and Cajsa Welander. "Native advertising : In different types of online-media platforms." Thesis, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28469.
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Chan, Chieh, and 詹婕. "Encounter Happiness :Effects Of Happiness Types In Spokesperson Advertising." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/63c4gz.
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碩士國立中山大學
行銷傳播管理研究所
107
"Happiness" is a kind of life meaning pursued by many people. In the atmosphere of Taiwan''s advertising appeal theme, the advertising atmosphere brought into happiness is already a common operation method of marketing. Many advertisements that appeal to happiness will use the spokesperson, and this method is also seen in a variety of product advertisements. Whether the spokesperson''s physical attractiveness plays a role in affecting the effects of happiness-appeal advertising, and which types of happiness should be used to increase consumers'' intentions to purchase different types of products is under-researched. After reviewing the relevant literature in the past, the researcher found that there is no relevant literature on the combination of "happiness type" and "spokesperson physical attractiveness". Since both are common design elements in advertising, in-depth discussion and related research have their own importance. The main purpose of this study is to explore the match-up effect of the type of happiness appealed in advertising and the spokesperson''s attractiveness on affecting consumer purchase intentions, and examine the moderation of product types. This study uses 2 (happiness type: calm vs. excited) x2 (spokesperson physical attractiveness: high vs. moderate) x2 (product type: utilitarian vs. hedonic) three-factor, between-subject experimental design to test the effect of happiness-appeal types. The analytical results show that the appeal of excited-happiness in advertising, compared with calm-happiness, generates better advertising effects, and the happiness type effect is moderated by spokesperson attractiveness and product type. For an advertisement of a hedonic product with a high-attractive spokesperson, it is more suitable to appeal to excited-happiness. If an utilitarian product advertisement uses a moderately-attractive spokesperson, it is more suitable to appeal to calm-happiness. The research results provides theoretical contributions to the research fields such as "happiness type", "spokesperson physical attractiveness" and "schema theory", and provides practical suggestions on how to match-up the use of spokespersons and products when selecting the types of happiness for advertisement appeal. Keywords: happiness, physical attractiveness, product type, schema theory, purchase intentions
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Lin, Yi-Lin, and 林伊琳. "The Types, Industry Chain and Applications of Mobile Advertising." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/93977524618761216998.
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碩士世新大學
傳播管理學研究所(含碩專班)
99
Since the inception of the mobile phones, the technology develops rapidly, so that the mobile industry matured gradually. With the users of the mobile phone in the whole world increase sharply, that the penetration rate of the mobile phone becomes the highest than the other digital equipments. In addition, from the beginning of the mobile advertising industry in 2007, many international companies launched mobile advertising services. Huge number of users of the mobile phone, that creates a large market opportunity for mobile advertising. Therefore, after the Internet, the mobile phone changes into the new digital medium which is being closely-watched. Thus, the concept of the mobile marketing is also being attention gradually. The basic core of the mobile marketing is “Targeted”, which is coming from the development of the Internet. Hence, the rise of the mobile advertising, except of the huge numbers of the users, also can be due to the growth of the Internet. This study based on the flow of the Internet, and the change of the advertising industry and the concept of the marketing, to understand why the mobile marketing and the mobile advertising have been attention. And then, to establish the schemas of the mobile advertising and the mobile marketing. The purpose of this study is to explore the translating of the whole mobile advertising industry, that in the environment where the mobile technology and the mobile communication change rapidly, especially, under the influence of digital convergence. This study adopted the depth interview and secondary analysis. By interviewing the eight mobile advertising companies, which have the practical experiences, and then, summarizing the results of interview to analysis and describe the overall mobile advertising industry. This study adopted the depth interview and secondary analysis. By interviewing the eight mobile advertising companies, which have the practical experiences, and by summarizing the results of interview, to analysis and descript the current situation of the overall mobile advertising industry, including the types of the mobile advertising, transmissions, applications and the industry chains. The result shows that with the invention of the smart phone, and the increasing ubiquity of the mobile Internet, the mobile advertising industry has many differences with the past. There are new operations in the types of the mobile advertising, transmissions, applications and the industry chains. Moreover, under the concept of the integrated marketing communications, connecting the mobile phone with various mediums is the most important way for mobile advertising companies, particularly, with the internet and the social network, to enlarge the benefit of the advertising through the cross- media. To bring more deeply understanding of the whole mobile advertising industry, this study also sums up the advantage and the disadvantage of the mobile advertising, and then brings up the suggestions for the future. Apart from this, there are many applications for operating the mobile advertising, therefore, the analysis of the mobile advertising industry that advertisers and agents can select the best application, which is according with its products and services.
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Shao, Yen-Ting, and 邵讌婷. "The Effects of Mobile Advertisement Types, Content Types and Advertising Numbers on Cognitive Absorption." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/70471830582345726645.
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碩士國立彰化師範大學
企業管理學系行銷與流通管理碩士班
104
With the popularization of mobile communication devices, it changed consumers’ habits of using mobile communication devices. Moreover, the pervasiveness, convenience, immediateness and traceability of mobile communication devices enable marketers or advertisers to communicate effectively with target consumers anytime and anywhere in a limited marketing budget by it. For this reason, the importance of mobile advertisements is increasing and let it be a key marketing tool for mobile marketers or advertisers to maximize the benefits. Therefore, this study aims to investigate advertisement types, content types and advertising number on messages recipients’ cognitive absorption, the effect of absorption on advertising effectiveness, and the moderation of product involvement. This study used a 2×2×2 between-subject factorial design. The samples were the females who have experience of using mobile devices. Convenience Sampling The valid samples were 420 and this brought to 80% of valid responses. The results indicate that different types of advertisement, content and advertising numbers all have a significant effect on cognitive absorption, and product involvement shows moderating effect in the relationship among content types, advertising numbers and cognitive absorption. According to the results, this study theoretically contributes new points to the application of the mobile advertising model and practically provides marketers and advertisers with influential factors for effective mobile advertising.
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Hsu, Huei-Chen, and 許慧珍. "Effects of Advertising Appeals, Media Types, and Product Involvement on Male and Female’s Web Advertising Attitude." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/20860400260870585090.
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博士雲林科技大學
企業管理博士班
96
While a lot of resources are being spent on Web advertising, there has been little formal empirical research that provides guidelines for effective Web ads for genders. This paper reviews the application of 「Interactive Advertising Model」（IAM）and theories such as, 「Elaboration Likelihood Model」（ELM）,「Computer-mediated Hypermedia Marketing Environment」(CME) and 「The Gratification Theory」 to understand how men and women differ in their evaluation of information content and the visual presentation used in Web advertising. By using a behavioral online environment database that consists of customer advertising attitude at a Web site along with individual advertising exposure, we measure the impact of appeal of Web ads（experiment 1）, effect of interactivity（experiment 2） , and media vividness（experiment 3）on their advertising attitude and their attitude to different appeal presentation order（experiment 4）. The study verifies the ELM by examining several variables influencing consumers’ iv attitude of Web advertising. These include manipulated variables: （1）Advertising appeals(rational vs. emotional) ,（2）Interactivity（interactive vs. non-interactive）（3）Media vividness(single media vs. media combination), （4）Appeal order（rational first vs. emotional first）; moderators: （1）Level of personal and product involvement（high vs. low） ,（2）Gender（male vs. female）; and dependent variable is “Web advertising attitude” . For experiment 1, 2 and 3, three independent surveys of Internet users investigated by which between-subject ANOVA experimental designs are used to guide these experiments design. In experiment 4, we try to solve that question:”What is genders’ cognitive preference difference by a different presentation order online advertising appeal?”, A different survey of Internet users investigated by which a 2×2 within-subject ANOVA experimental design is used to guide the research design. We find the significant relationships between these variables and dependent variables and support the hypothesized tests. 1. For a high-involved product, people will evaluate a rational Web advertising appeal with stronger attitude; and for a low-involved product, people will evaluate an emotional one with stronger attitude. 2. Male than female will evaluate a rational Web advertising appeal with stronger attitude; whereas, female than male will evaluate an emotional one with stronger attitude. 3. For a high-involved product, people will evaluate an interactive Web ad with stronger attitude; and for a low-involved product, people will evaluate a non-interactive one with stronger attitude. 4. Female than male will evaluate a non-interactive ad with stronger attitude; whereas, male than females will evaluate an interactive Web one with stronger attitude. 5. For a high-involved product, people will evaluate a single media Web ad with stronger attitude; however, for a low-involved product, people will not evaluate a media combination one with stronger attitude. v 6. Male than females will evaluate a single media Web ad with stronger attitude; whereas, female than male will not evaluate a media combination one with stronger attitude. 7. For a high-involved product, men will like the Web advertising better when the rational appeal is presented prior（emotional appeal next）to it than when the presentation order is reversed. The same appeal to women; however, will be a reversed result. Managerial implications for the user of these ad execution cues are discussed and future research suggestions are proposed.
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LO, WEI-AN, and 羅偉安. "The Advertisement Effect of Mobile Advertising Appeals and Product Types." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/5xedym.
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碩士東吳大學
企業管理學系
103
Since the smart mobile devices increase the penetration in the market, it brings a vast effect of human’s life. So when the mobile devices become an advertising medium, it would be easier to attach the consumers than other advertising medium. Therefore, the mobile advertising is growing vigorously in the recent years. This research discuss how the different type of Mobile Advertising Appeals (Rational vs. Emotional) and different type of products (Hedonic vs. Utilitarian) influence the consumer’s advertising effectiveness, and uses the locus of control as a disturbance variable. This research conducts a 2x2 between-subject experiment design, and collects questionnaires through the internet and paper distribution, and recycles 300 effective questionnaires. This study uses 3-way ANOVA to do data analysis by using SPSS. The result shows that (1) Hedonic Product has better advertisement effect than Utilitarian Product (2) Emotional Appeals has better advertisement effect than Rational Appeals (3) The moderating effect of locus of control is not significant.
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CHIEN, LI-YU, and 錢力宇. "Impact of Model Size and Product Types on Advertising Effectiveness." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/37418525105488494187.
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碩士中國文化大學
行銷碩士學位學程碩士班
105
Model is an important role in the apparel industry, not only to display the product, the audience will also influenced their attitude toward product and brand by their physical attractiveness. In the plus-size apparel industry, some of the vendors use the plus-size model to display the product, some of them use the slim model. This research proposes that the effectiveness of the attitude toward the brand and product of the model size in the plus-size apparel industry, also include the moderator variable of conspicuous and inconspicuous product to discuss. This study conducted an experiment design, manipulating the model size and the product conspicuousness, and recruited 123 volunteers. Results reveal that using the slim model will lead higher attitude toward both product and brand than using the plus-size model. However, neither the conspicuous product nor inconspicuous product will not affect the relation between model size and attitude toward product and brand.
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Chen, Ya-Ching, and 陳雅晴. "The Effects of Internet Celebrity’s Credibility and Humorous Advertising on Advertising Effectiveness—Moderating Effect of Product Types." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/6c5a2v.
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碩士國立彰化師範大學
企業管理學系
107
The media environment is different from the traditional advertising media in the past. The online community media has become the focus of global enterprises with amazing growth rate. Most of the interesting videos on the internet are made by Internet celebrity. Previous studies confirmed that the use of humor in advertising can enhance consumers' advertising attitudes and bring more benefits to enterprises. Product type is another factor which affects the effectiveness of advertising. Therefore, this study aims to exploring the main effects of product types and humorous advertising on consumers’ advertising attitudes. The interaction effect is also investigated in this study. This study designed a total of 2 × 2 experiment to investigate proposed concept model. 686 questionnaires were collected. SPSS was employed for data analysis. The results show that: (1) Humorous advertising has better advertising effect than non-humor advertising. (2) The high- credibility internet celebrity has a better advertising attitude than the low- credibility internet celebrity (3) The better the consumer's advertising attitude, the higher the possibility of purchasing the product. (4) Hedonic products with high-credibility internet celebrity introduce products, consumers will also have a higher advertising attitude. Finally, the product type learned in the results that there was no significant interference between humorous advertising and advertising attitudes. Therefore, manufacturers should be cautious in choosing the right product network red spokesperson, because the network red spokesperson will affect the sales volume of the product.
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Su, Yi-Yu, and 蘇伊瑜. "The New Weapon for Marketing Communication：Ad Effects of Product Types and Promotion Types in App Advertising and Enbedded App Types." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/588vqn.
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碩士國立中山大學
企業管理學系研究所
103
In recent years, people’s lives were bound up with smart mobile devices. We can easily observe similar scenes appearing in daily life ─ office workers sitting on the MRT and bus open news APPs, constantly slipping the screen to read importantly instant news; consumers pick up cell phones to take pictures and upload to the community websites (Facebook, Line, and other communicative APPs) in the restaurants and earn an instant discount. In the waiting queue, everyone bows his/her head playing gaming APPs to kill time. The lifestyle of modern people (i.e., using APPs anytime and anywhere) gradually affects the practitioners’ and advertisers’ selection of marketing/advertising channels and allocation of marketing budgets. APP advertising has been an emerging advertisement medium in recent years. Related research is still deficient. Some scholars examine the effects of APP types and APP advertising; they find that different APP types affect users’ responses to in-APP advertising. In addition, there are scholars investigating the effects of product types in APP advertising; they find that different advertised products will generate different effects. This study aims to explore the advertising effects of product types and promotional types in advertising when APP users are exposed to advertisements in different types of APPs. Additionally, how APP types affect advertising effects and uses’ thinking modes are also explored. This study conducted a 3 (APP types) X 3 (product types in APP advertising) X 2 (promotional types in APP advertising) between-subjects experiment to test the hypotheses. A total of 397 valid samples were collected. The analytical results reveal the following. (1) APP types generate different advertising effects and affect the users’ thinking modes. (2) There are interactive effects between APP types and advertised product types. Utilitarian products (vs. other product types) enbedded in functional APPs as well as hedonic gaming products (vs. other product types) embedded in informative APPs and entertaining APPs generate better advertising effects. Hedonic physical products are more suitable to be embedded in informative APPs (vs. other APP types). (3) APP types would moderate the advertising effects of promotional types. Monetary promotions (vs. non-monetary ones) in informative APPs and non-monetary promotions (vs. monetary ones) in entertaining APPs have better advertising effects. (4) In functional APPs, utilitarian products with monetary promotions as well as hedonic gaming products and hedonic physical products with non-monetary promotions would generate better advertising effects. (5) APP likeability, APP involvement, and the use experience of APPs also affect the effects of APP advertising. Keywords: APP advertising, APP application, product types, promotion types, advertising effectiveness
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Jhuo, Jia-Yi, and 卓家億. "The Advertising Effectiveness of Spokesperson Types Matching With Product/Service Types: Evidence From Match-Up Hypothesis." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/13977321417721571095.
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碩士義守大學
管理研究所碩士班
95
The past research has primarily focused on the impact of spokespersons’ attractiveness or beauty types on advertising effectiveness. In practice, the use of spokespersons is not only based on spokespersons’ attractiveness but also spokespersons’ types. In addition, past research (Kanungo＆Pang, 1973) found the match-up between spokespersons and products will have positive impact on advertising effectiveness. Therefore, the study primarily examines the advertising effectiveness of spokesperson types matching with product types and service types respectively. Study 1 is a 4×2 experimental design. Spokesperson types (performer, athlete, politician, and businessman) and product types (hedonic and utilitarian products) were manipulated. Study 2 is also a 4×2 experimental design. Spokesperson types (performer, athlete, politician, and businessman) and service types (hedonic and utilitarian services) were manipulated. Study 1 found that product types have significant impact on advertising effectiveness, and the utilitarian product causes better advertising effectiveness than the hedonic one. Spokesperson types just make significant effect on purchase intention, and the politician causes the best purchase intention, but the athlete does the worst. Spokesperson types and product types have significant interactive effects on advertising effectiveness. Study 2 found that spokesperson types have significant impact on advertising effectiveness, and the businessman causes the best advertising effectiveness, but the athlete does the worst. Spokesperson types and product types have significant interactive effects on advertising effectiveness. Service types just make significant effect on purchase intention, and the utilitarian service causes better purchase intention than the hedonic one. Spokesperson types and service types have significant interactive effects on attitude toward advertisement. The research also reports that hedonic products should match with performers, utilitarian products should match with athletes and politicians, hedonic services should match with politicians and businessmen and utilitarian services should match with businessmen for the best advertising effectiveness.
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Chung-yen, Lai, and 賴仲妍. "The Advertising Effectiveness on the Types of Endorser and Advertising Appeals: An Example from Aboriginal Village in Taiwan." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/54689272884723083630.
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碩士中國文化大學
觀光事業研究所
92
Advertising is an inseparable part of the promotional mix. In the context of tourism advertisements, some research that discusses advertising effectiveness through evaluation of a destination’s brochures and guidebooks. Nevertheless, very few studies have explored the effectiveness of advertising in relation to aboriginal tourism. A few studies have men-tioned the exotic image and authentic characteristics of the aboriginal dancers in printed advertisements. Endorsement of products by well-known and successful aboriginal people might enhance the effectiveness of their marketing. While there is much research regarding aboriginal tourism, there is apparently little discussion of marketing strategies other than frequent criticism of the stereotypical portrayal of aboriginal people. The objectives of this study are to explore the effectiveness of different types of endorsement and to determine what types of advertising appeals are most effective in attracting tourists to visit aboriginal cultural sites. This research adopted a 3x2 between-subjects factorial design. In total, 663 samples were return and usable. Among them, 461 questionnaires were for six experimental groups, and 149 were for the two control groups. The survey was done in the Chinese Culture University, Taipei, Taiwan between February and March 2004. The subjects were under-graduate students taking courses in the Business School. The results revealed that an em-ployee endorser i.e. dancer stimulates better response compared to a celebrity endorser. In addition, an emotional advertising appeal was more effective than using a rational adver-tising appeal in an aboriginal cultural village’s brochure. This research suggested that originality and authenticity, as reflected in the advertising media (brochures) of the abo-riginal culture are preferred by tourists. Implication, limitations, and suggestions for further studies were also provided. Acknowledgements: Many thanks for the partial financial support from the Social Sciences and Humanities Research Council of Canada through a grant held by Professor Geoffrey Wall.
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Hou, Chia-ling, and 侯佳伶. "The Impacts of Brand Image, Spokesperson's Credibility, Advertising Frequency, and Media Types on the Advertising Effectiveness." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/93176840725205142765.
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碩士龍華科技大學
商學與管理研究所
100
Advertisement is a meaningful connection between companies and consumers. Companies search for reliable spokespersons by the positive images of the products in order to draw the public’s attention and reinforce the consumers’ impression of advertisement. Past researches have found that brand image and Spokesperson’s Credibility of the products are the factors to increase advertisement effects. However, with the same conditions and times, the stimulation for the consumers by advertisement frequency through appropriate media types can be the critical factor of advertisement effects. This study probes into the effects of brand image and Spokesperson’s Credibility on advertisement effects, and includes advertisement frequency and media types to further explore their influences on advertisement effects. In order to construct the situations, this study designed the experiment by questionnaire distribution. The experimental advertisement is played on TV, internet and print media by once, twice and four times. University students were treated as the samples and divided into nine groups with different experimental situations. A total of 475 valid questionnaires were retrieved. The results suggest that brand image and Spokesperson’s Credibility positively influence advertisement effects. A further discussion on the effects of advertisement frequency and media types on advertisement effects by analysis of covariance finds that advertisement effects adjusted by brand image and Spokesperson’s Credibility are significant on advertisement frequency and media types. Finally, according to data analysis result, this study proposes the theoretical and practical suggestions as the references for future studies.
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Yang, Chan, and 楊展. "The Advertising Effectiveness of Product Placement Types -Moderating of Product Involvement." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/77259174137205779930.
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碩士國立中興大學
行銷學系所
103
Consumers used different media to watch their favorite idol drama in recent years, due to technical development, many consumers chose to skip the traditional TV advertisement. Therefore, companies had to find other ways to promote their brand. Product Placement (PPL) became the best way to promote brand value. There were three different types of Product Placement in idol drama such as, integrated explicit PPL ,which placed the brand into the story line, non- integrated explicit PPL which put the brand name beside the program name, and Implicit PPL ,which shown the brand by props or background. Few researches were found in TV advertisement effectiveness of integrated explicit PPL and non- integrated explicit PPL in Taiwan. The main purpose of this research was comparing the advertisement effectiveness of this two new PPL. This research also added the product involvement and product category to discuss the change of PPL effects. The research method used in this research was experimentation method. Respondents were divided into three groups based on the PPL types. Each group was tested by watching two 90 seconds commercial videos. There were totally 306 respondents taking parts in this experiment. The results shown that, the time of TV PPL would not change consumers’ attitude or buying intention, however, brand recall did changed. The brand recall of integrated explicit PPL was the best among all three PPL. By using integrated explicit PPL commercial could be increase the brand awareness of consumers more effectively than other PPLs.
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Tien, Tzu-Hung, and 田子弘. "The Advertising Effect of Different Types of Enterprises’ Sticker on LINE." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/52900003466074392502.
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碩士國立高雄大學
資訊管理學系碩士班
103
The most popularize instant message app in Taiwan is LINE. Its stickers attract a lot of users. There are more and more enterprises released their own stickers on LINE. It’s worthy to explore whether enterprises’ stickers could achieve advertising effectiveness. The elements of enterprises’ stickers include enterprises’ brand name, logo or a kind of image, which makes stickers more diverse and rich. In this study, we explore which enterprise sticker design of LINE will have more advertising effectiveness from the view of degree of brand placement and consistency of brand image. This study adopts laboratory experiment to collect data from LINE users through the internet questionnaires. After deleting invalid questionnaires, 624 valid responses were employed. There were four types of sticker, but we found that the sticker type that is high degree of brand placement and low consistence with brand image does not exist in the pretest. Thus, we only use three types of sticker. The result shows that enterprise stickers do have advertising effectiveness, and there are significant differences between different types of stickers. The most effective type is stickers designed with high degree of brand placement and high consistence with brand image. Last, we propose several suggestions for enterprises who want to release stickers on LINE according to the result.
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Lin, Ching-Fen, and 林靜芬. "The effect of verisimilitude, relevance and product types on advertising effectiveness." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/76329471365307848908.
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碩士國立臺灣大學
商學研究所
101
Stories can influence purchasing intention by improving SBCs or decreasing negative attitude toward subjects. Since there is huge impact on advertising effect when using story-form advertising, there are couples of researches on this domain. Thus, base on these researches, this thesis have development an experiment to explore the relationships of verisimilitude, relevance and product types. Using college and graduate students at National Taiwan University as respondents, a 2*2*2 between subjects experimental design is conducted. Independent variable is story type(narrative versus myth), story and product appeal are related(related versus unrelated), and product type(utilitarian versus hedonic product). The conclusion as follows, 1. No matter for utilitarian or hedonic products, there is no advertising effect differences between matching up narrative or myth. 2. As for story and product appeal are unrelated, narrative results in higher level of attitude toward the product than myth. As for story and product appeal are related, myth results in higher level of attitude toward the advertising. 3. There is no interact effect between story type, story and product appeal are related and product type. Key Words : story type, verisimilitude, relevance, utilitarian, hedonic
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Lee, Yi-Hsuan, and 李怡萱. "The Influence of Nostalgia Types on Advertising Effectsunder Different Product Visibility." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/21317883855370109215.
Full textAbstract:
碩士國立臺灣大學
商學研究所
96
The main objective of this study is to examine the influence of nostalgia types on advertising effects under different product visibility. Also, nostalgia proneness and gender are considered as two moderators. Through the examination of these effects, the study provides deeper understanding of nostalgia advertisement. The study uses a 3x2 experimental design, controlling nostalgia type (historical nostalgia, personal nostalgia and non-nostalgia) and product visibility (high visibility product: jeans, low visibility product: printer) as independent variables. After choosing the focal products, six print advertisements were designed using copy to manipulate nostalgia types. After viewing one of the six advertisements, viewers were asked to fill out a questionnaire measuring thoughts and advertising effect. The results have shown that, historical nostalgia can elicit better advertising attitude and product attitude across different product visibility. This may be because historical nostalgia encourages individuals to think of the past they have never been. The longing for the past golden ages thus can elicit all positive feelings. On the other hand, personal nostalgia reminds them of actual past experiences which may elicit positive as well as negative feelings. Therefore, the all positive feelings historical nostalgia elicited can transfer to better advertising attitude and product attitude. The same effect is found across product with different visibility. However, the study discovers that better advertising attitude and product attitude cannot guarantee higher purchase intention. The influence of nostalgia types on purchase intention is mediated by advertising thinking. It is obvious that when a consumer is considering purchase, he or she will focus on product information the advertisement provided. As a result, the more information abundant and more persuasive advertisements elicit higher purchase intention in this study. As for individual differences, results have shown that nostalgia proneness and gender have no moderating effects. However, people with lower nostalgia proneness have better advertising attitude than those with higher nostalgia proneness. This may be because people with higher nostalgia proneness prefer the past more. Their nostalgia responses are also more easily to be elicited. When they see nostalgia advertisements, it is more likely for them to have the comparison of the present and the past. It is also more possible for them to have the regret of not being able to return to the past. The bittersweet feelings may lead to worse advertising attitude. For gender differences, the study found that men can feel higher level of nostalgia than women. The focus of historical nostalgia and personal nostalgia advertisement in this study is not covered in past literatures. Therefore, the results can complement past research results and provide new directions for future studies on nostalgia advertisements. Also,marketers and advertising agency can use the study as a reference, adopting either historical or personal nostalgia as themes to designing more effective advertisements.
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WU, SHI-YANG, and 伍世揚. "Refrigerator positioning and preference for the product's TV commercial advertising types." Thesis, 1990. http://ndltd.ncl.edu.tw/handle/00305757988549207565.
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Wu, Zih-Ying, and 吳姿瑩. "A study between Athlete Endorsers and Sporting Event Types – The relationship of spokesperson types and advertising effectiveness." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/5g4fw6.
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碩士國立勤益科技大學
專案管理研究所
105
With the increasing competing markets, consumers are given more options because of the development of mass media and technology. This study provides the results of questionnaire survey for the relationship between celebrity endorser source effects and effectiveness in advertising. Therefore, the relationship of spokesperson types and advertisement effectiveness is an important issue proposed by companies to increase consumption.Under this premise, this research takes “The Summer Universiade” as the example for studying how advertising endorsers influence the purchase intention. The purpose of this study was to investigate college students as the research object. The experiment is designed to include four sets of interview investigations. We use spokesperson types and involvement level as independent variables while endorser celebrity and advertising effectiveness are used as dependent variable, examining how independent variables affect dependent variable, and therefore have 4 groups of experimental unit (2*2). Totally 125 questionnaires were distributed, and analyzed data by SPSS21.0. The results indicate that both spokesperson types and involvement levels related to endorser’s credibility, and have a significant impact on consumer’s purchase intention. In addition, athlete endorsers' physical performance and event types related to significantly affect the effectiveness of advertising.
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Chen, Fu-Wen, and 陳福文. "The effects between Community Trust、Social Media Advertising、Social Advertising Types and Behavioral intentions ─ Community Involvement as a Moderator." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/7ar892.
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碩士遠東科技大學
行銷與流通管理系碩士班
105
The Internet, Smart Device and Community Site have grown so popular and become a part of our social life. Advertising company increased their advertising budget on social media advertising in website. Some Internet users, organizations or business use the characteristics of community sites to share their life, show or speech on community sites to attract Internet users browse. When more and more Internet users browsed them, finally they become “Internet celebrity”. Business have to consider about how to attract Internet users increase their attention on the digital website era of information explosion. A web-based questionnaire survey was conducted based on the research model. The survey, which contained 5-point Likert scale items, was administered over one month. Questionnaires were mainly distributed Community website users and contact Internet celebrity. A total of 524 questionnaire were returned, of which 414 were usable. Data were analyzed using SPSS version 20. Results are listed as follows: (1) Community Trust have positive effects on Social Media Advertising. (2) Social Media Advertising have positive effects on Behavioral intentions.(3) Community Trust have positive effects on Behavioral intentions.(4) Social Media Advertising has partial mediating effect between community Trust and Behavioral intentions.(5) There is no significant moderating effect of community involvement (6) There are difference effects between social Media Advertising and Behavioral intentions by Social Advertising Types (Native Advertising, Non Native Advertising).
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Yen, Ching-Ting, and 嚴靖婷. "Impacts of Types of Product and Need For Cognition on Metaphor Advertising." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/92296791068129472008.
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碩士國立中山大學
企業管理學系研究所
98
Contemporary consumers are deluged by advertising. Their lack of interest and defense has challenge advertisers to motivate consumers to process ads. From the advertising literature, rhetorical devices can be attention getting, arousing, affect inducing and memorable. Specifically, the use of metaphors expends dimensional thinking and enhances ad responses. This research proposes two types of metaphors (explicit vs. implicit) and examines the effects of product type and need for cognition on metaphor advertising. The present study uses experimental design with a 3(metaphor advertising: non-metaphoric vs. explicit-metaphoric vs. implicit-metaphoric) x 2(product type: utilitarian vs. hedonic) factorial design. Need for cognition is measured. Six different scenarios are established through fictitious product ads, and the ad effects are measures by attitude toward the brand and purchase intention to observe the response under different scenarios. The results indicate that the metaphor advertising is more effective than the non-metaphor advertising, which is consistent with previous studies. There is an interaction effect between the type of metaphor and product type. The explicit metaphor is more effective than implicit metaphor in promoting an utilitarian product. On the contrary, the implicit metaphor is more effective than the explicit metaphor in promoting a hedonic product. High need of cognition enhances the effects of metaphor advertising. Compared with those who have lower level of need for cognition, the individuals who have higher level have more favorable attitudes toward the product and stronger purchase intention, especially on explicit metaphor.
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Kai-Chun, Fan, and 范凱鈞. "Influence of Check-in Media Types on Advertising Effectiveness in Social Media." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/76505471496720673085.
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碩士開南大學
資訊及電子商務學系
102
Online social activities are becoming more and more popular and convenience with the advance of information technology and network in recent years. Many companies have started to use check-in services which are regarded as a means of marketing and advertising. These companies expect that check-in services attract more customers. This study is to establish a theoretical framework to explore the advertising effectiveness and usage intention of check-in based advertising. In practice, some people like to check in by means of text without photos, some people like to check in with the product and scene photos, and some people prefer to check in with the character, product, and scene photos. This study attempts to use the Media Richness theory and social presence theory to explore the relationships between media presentation and advertising effectiveness. This study proposes a research framework based on the prior research to measure attitude toward the ad, advertising memory effect, and usage intention on different check-in types. Through literature review and hypothesis derivation, this study proposes three research hypothesis. This study uses experimental method to investigate Facebook users. Participants have a chance to get gifts, which are provided by the author, to increase participants' motivation. In the experiment, one hundred and forty-five questionnaires are collected. The SPSS14.0 package software is used to conduct preliminary descriptive data analysis. This research also uses PLS (Partial Least Square regression) to evaluate hypotheses. The results show the richness of social presence is positively and significantly influence on the attitude toward the ad, advertising memory effect, and use intentions. The research model is supported by empirical evidences. We also proposed suggestions and practical implications bases on the analytical results.
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Nascimento, Marta Oom Bilbao do. "The impact of social media advertising content types on e-commerce performance." Master's thesis, 2021. http://hdl.handle.net/10400.14/35433.
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Nowadays, Social Networking Sites has become part of the daily routine of the majority of people with an important role in their lives, not only to connect and interact with other users but also to gather and share information. To take this fact as an opportunity, managers used SNS as a channel to advertise their products/services.
This dissertation explores the better decision of the type of content for a digital campaign in a SNS context, to increase the interaction with the user and impact his behaviour on the respective e-commerce promoted. To this end, an Instagram campaign from a Portuguese company in the fashion industry was used to analyse the impact of two specific types of content, static image and video, in relevant metrics such as the website traffic that was analysed by the clicks that the ad generated, the shopping cart abandonment and the total number of sales.
The results concluded that video content advertising leads more users to the website and there is a potential impact in sales to, even not conclusive. Regarding the type of content previous selected in the ad, this does not influence the decision of the consumer to abandon the shopping car.Hoje em dia, as Redes Sociais tornaram-se parte da rotina diária da maioria das pessoas revelando um papel importante nas suas vidas, não só por conectar e interagir com outros usuários, mas também, para recolher e partilhar informação. Para tirar este facto como uma oportunidade, os gestores utilizam as redes socias como canais para publicitar os seus produtos/serviços. Esta dissertação explora a melhor decisão do tipo de conteúdo para uma campanha digital no contexto de redes sociais, para aumentar a interação com o usuário e impactar o seu comportamento no respectivo e-commerce promovido. Para este fim, foi usada uma campanha de uma conta de Instagram de uma empresa portuguesa na indústria da moda, para analisar o impacto de dois tipos de conteúdos específicos, imagem estática e vídeo, em métricas relevantes, tais como: o tráfico do site que foi analisado através do número de clicks que ocorreram no anúncio; o número de carrinhos abandonados e o número total de vendas. Os resultados concluíram que o anúncio com o conteúdo em vídeo leva mais usuários para o site e que existe um pequeno impacto, mesmo não sendo conclusivo, nas vendas. Tendo em conta o tipo de conteúdo previamente seleccionado no anúncio, este nos tem influência na decisão do consumidor de abandonar o carrinho virtual.
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Fang, I.-Jung, and 方怡蓉. "The Different Restaurant Types of Product Placement on the Hierarchy of Advertising Effects - the Advertising Relationship with Product as a Moderator." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/13577709860200413581.
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碩士高雄餐旅學院
餐旅管理研究所
98
Advertising messages often appear in our daily life, and the television is exactly present Taiwanese people every day get mostly in touch with way of the advertisement information. In recent years, television placement will be a new type of advertising. In this paper, this research on restaurant placement of a Taiwan idol drama to understand the different restaurant types of product placement on the hierarchy of advertising effects. This research took 2(idol drama types) ×2(restaurant types) ×2(advertising relationship) factor design. The experiment is divided into two stages process, the first stage is research the different types of idol drama and restaurant on advertising effects. The second stage is research the advertising relationship with product as a moderator on advertising effects. The research results showed that: (1) the different types of restaurants there were significant differences on the placement recall and consumption intention; (2) the different types of idol drama there were significant differences on the placement recall and attitude; (3) the different types of restaurant and idol drama on placement attitudes and consumption intention have a significant interaction; (4) as advertising relativity interference, only the different types of idol drama there were significant differences on the placement attitude.
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LEE, YUN-EN, and 李允恩. "The Effect of Different Types of Spokesman, Advertising Appeals and Involvement of Product Toward Advertising Effectiveness- An Example of Under Armour." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/48x25q.
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碩士東吳大學
企業管理學系
104
The research aims to investigate the effect of different types of Advertising Spokesperson (expert/ celebrity), Advertising Appeals (rational/ emotional), Products Involvement (high/ low) on customer’s brand attitude and purchase intention of an example of Under Armour, and also provide some suggestions for practical management strategy and future research in the end of the paper. This research conducts a 2x2 between-subject experiment design, and collects questionnaires through the internet. The study uses SPSS22.0 Statistics Analysis System to analyze data, including Descriptive statistics, Reliability analysis, Validity analysis, Independent-Sample t Test, Variance of Analysis. The result shows that different types of Advertising Spokesperson doesn’t affect customer’s brand attitude and purchase intention. Also, there’s a significant difference between Advertising Appeals and Effects of Advertising, and Rational Appeals has better brand attitude and purchase intention than Emotional Appears. And the result also shows that Products Involvement has no significant interference effect toward the types of Advertising Spokesperson, Advertising Appeals and Effects of Advertising. But the low involvement of customer has much more better effect of Advertising Appeals than high involvement of customer to the purchase intention.
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Fu, Yu-Ju, and 傅郁茹. "The Influences of Advertising messages on Impulsive buying：Different Types of Consumer as Moderators." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/47334875030957399181.
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碩士國立嘉義大學
行銷與運籌研究所
100
In field of consumer behavior, impulsive purchasing has been studied more than fifty years. Previous research regards impulsive purchasing as a command research. However, limited attention has been paid to the concept of impulsive purchasing in personal differential consume. Our research use different advertisting messages for each type of consumer (spendthrifts and tightwads) to probe into impulsive purchasing. In order to manipulate the advertising messages we divide advertising message into two variables, message regulatory focus and advertising benefit. First, we’ll use three variables (different types of consumer, message regulatory focus and advertising benefit) to ensure the influence on impulsive purchasing, and then further search whether those messages influence on tightwads and sapendthrifts on impulsive purchasing. This study adopts 2(message regulatory focus：promotion-focus message or prevention-focus message) x 2(advertising benefit：utilitarian benefit or hedonic benefit) between-subject design is used and 495 participants who have stable income are our subjects.This study shows following conclusions. First, spendthrifts tend to have impulsive purchasing behavior than tightwads. Second, compared with prevention-focus message, the consumers tend to have impulsive purchasing behavior when provided with promotion-focus message. Third, compared with hedonic benefits, the consumers tend to have impulsive purchasing behavior when provided with utilitarian benefits. Fourth, there are significant interactions between different types of consumer and message regulatory focus on impulsive purchasing behavior.The last, there are significant interactions between message regulatory focus、advertising benefits and different types of consumer on impulsive purchasing behavior.
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Lin, Ming Chin, and 林明瑾. "The Effect of Product Types and Product Image Facing Direction on Advertising Effectiveness." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/ntrq6b.
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Tseng, Chien-Hun, and 曾千琿. "Does Sex Kill or Heal ?Influences of Types of Sexual Appeals,Product Type and Sensation Seeking in Advertising." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/66266557282820763159.
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碩士國立中山大學
企業管理學系研究所
99
Although recent studies have begun to examine potential factors that might affect sexual appeals effectiveness, many questions remain unexplored. Based on previous studies relevant to sexual appeals, this study firstly distinguishes and explores two types of sexual appeals: implicit and explicit. Furthermore, this study compares the effects of two types of sexual appeals when product types are considered. In addition, sensation seeking is also incorporated into this research to examine how it may sway the effectiveness of the sexual appeals. The present study uses experimental design to investigate the advertising effects of different types of sexual appeals (non-sexual appeal vs. explicit appeal vs. implicit appeal) and product type (sex-related vs.non sex-related). A 3X3 factorial design is conducted. The ad effects are measured by purchase intention and attitude toward the brand to observe the response under different scenarios. The results indicate that when a sex-related product is promoted, sexual appeals are more effective than non-sexual appeals. There is an interaction effect between sexual appeal and product type. To be specific, the explicit sexual appeal is more effective than the implicit sexual appeal when a sex-related product is promoted. However, such superior effects disappear as it turns to non sex-related product promotion. Additionally, for individuals with higher sensation seeking, the explicit sexual appeal is more effective than the implicit sexual appeal when the product is related to sex. On the opposite, for those with median degree of sensation seeking, the implicit appeal is more effective than the explicit appeal to promote the product which is not sex-related. Finally, for those with low degree of sensation seeking, there is no difference in advertising effectiveness between explicit and implicit appeal. According to these findings, this study suggests that marketers should consider not only the product they promote but also the sensation seeking of the target consumers before choosing an appropriate sexual appeal to maximize the advertising effects.