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研究生:黃碧淑
研究生(外文):Pi-Shu Huang
論文名稱:夾心式廣告策略之探討:不同內容與位置對廣告記憶效果之影響
論文名稱(外文):A STUDY OF SANDWICH ADVERTISEMENT STRATEGY:THE EFFECT OF DIFFERENT CONTENT AND POSITION IN ADVERTISING RECALLING.
指導教授:沈永正沈永正引用關係
指導教授(外文):Yung-Cheng Shen
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:113
中文關鍵詞:夾心式廣告節目專注程度廣告記憶效果
外文關鍵詞:Sandwich AdvertisementAttention to ProgrammingAdvertising Recalling Effect
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隨著廣告環境變得競爭與雜亂,注意力缺乏已成為一大問題,如何獲得消費者對廣告的注意力已變成是重要的議題。對於廣告主和廣告代理商的最大挑戰,就是去找出能夠在高度競爭環境下,讓自家廣告的品牌能夠獲得最大的注意力和記憶。而其中一個能夠突破競爭的廣告環境的策略就是採取播出比其它品牌更多大量的廣告方式(Rossiter and Percy 1997)。其中以夾心式廣告最為盛行。
本研究以固定重複次數下採用不同的夾心式廣告策略(內容重複與位置重複)進行實驗設計,目的是為了瞭解夾心式廣告採用不同的內容與位置重複對於受測者而言是否會對其廣告記憶效果產生差異影響。研究結果顯示出在相同的廣告曝光次數下,夾心式廣告採用相似內容呈現比相同內容呈現有較佳的記憶效果。並且,屬於高節目專注程度者對於夾心式廣告採用相似內容重複的目標廣告記憶效果,相較於採用相同內容重複的目標廣告記憶效果,具有顯著的正向提升;而低節目專注者則無顯著差異。因此,本研究成功地證明節目專注程度與廣告理解程度具有正向的關係存在。除此之外,夾心式廣告採用中間或是頭尾位置重複在目標廣告記憶效果上沒有顯著的差異,則可以提供廣告主與廣告代理商一個新的思考方向,讓其能先行評估再決定廣告所要購買的破口位置,即可以較低的金錢購買以獲得相同廣告的記憶效果。
Because competitive clutter is on the rise, attention has been referred to as the scarcest resource in the today’s business. This makes the capture of consumers’ attention an increasingly important aim for television commercials. The challenges advertisers and ad agencies to maximize attention and memory for their brands under highly competitive conditions. One strategy of breaking through the clutter is to outspend the competition by running more and larger ads than other brands. Sandwich advertisement is the most popular of all.
Our study provides that the effects of varied versus same executions of ads on brand name memory are the same when the number of exposures to the ads is held constant. And we also show that consumers under high attention to programming will have better brand name memory on varied executions of ads than same executions. We concluded that there is a positive relationship between attention to programming and comprehension of commercials successfully. Besides, there is no difference between intermediate and two extremities of advertising zone on brand name memory. Therefore, we can provide a useful suggestion to advertisers and ad agencies that they can estimate their budget and direction before and then buy it on the right way.
目錄………………………………………………………………………………Ⅰ
表目錄……………………………………………………………………………Ⅴ
圖目錄……………………………………………………………………………Ⅶ
第一章 緒論………………………………………………………………….… 1
第一節 研究背景與動機…………………………………………………...1
第二節 研究目的…………………………………………………………...3
第三節 研究範圍…………………………………………………………...3
第四節 研究流程…………………………………………………………...4
第二章 文獻探討…………………………………………………………….….5
第一節 廣告定義與類型 …………… …………………………….……...5
一、廣告的定義與作用………………………………………………..5
二、電視廣告的類別與特性……………………………………….….6
第二節 廣告效果…………………………………………………………...8
一、廣告效果之測定.………………………….………………………8
二、廣告效果之特性…………………………………………………12
第三節 重複策略與廣告效果……………………………………………14
一、重複-變化假說……………………………………………………19
二、編碼變化假說……………………………………………………20
三、差異注意解釋……………………………………………………21
第四節 訊息位置與廣告效果…………………………………………….23
第五節 專注程度與廣告效果…………………………………………….26
第三章 研究方法…………………………………………………………….....31
第一節 研究架構………………………………………………….………31
第二節 研究變項定義…………………………………………………..…32
一、構成性定義…………………………………………………….....32
二、操作性定義……………………………………………………….34
第三節 實驗設計…………………………………………………………..35
一、實驗設計 ………………………………………………………. .35
二、樣本對象………………………………………………………….36
第四節 前測實驗………………………………………………………….37
一、可能實驗材料………………………………………………….....37
二、最終實驗材料…………………………………………………….45
第五節 正式實驗………………………………………………………….53
一、問卷內容………………………………………………………….53
二、實驗程序………………………………………………………….53
三、統計方法………………………………………………………….55
第四章 研究結果與分析…………………………………………………….....57
第一節 資料處理方法……………………………………………………..57
一、廣告的產品與品牌回想……………………………………….....57
二、廣告具體內容回想……………………………………………….58
第二節 信度與效度……………………………………………………….62
一、信度分析………………………………………………………….62
二、效度分析………………………………………………………….63
第三節 樣本資料………………………………………………………….64
一、性別分佈………………………………………………………….64
二、學院分佈………………………………………………………….64
三、年級分佈………………………………………………………… 65
第四節 假說檢定─主效果………………………………………………..66
一、內容重複策略對目標廣告記憶效果的影響…………………….66
二、位置重複策略對目標廣告記憶效果的影響…………….………70
三、中間位置重複策略對插入廣告記憶效果的影響……………….71
第五節 假說檢定─干擾效果……………………………………………... 71
一、內容重複策略與節目專注程度對目標廣告記憶效果的影響….74
二、位置重複策略與節目專注程度對目標廣告記憶效果的影響….83
三、中間位置重複策略與節目專注程度對插入廣告記憶效果的干擾
影響………………………………………………………………….…84
第五章 討論與建議……………………………………………………….…....87
第一節 研究結果討論……………………………………………………..87
一、 研究結果發現…………………………………………………….87
二、 研究假說結果彙整…………………………...…………………..91
第二節 學術意涵與廣告實務意涵…………………………………………93
一、學術意涵………………………………………………………….93
二、廣告實務意涵…………………………………………………….94
第三節 研究限制……………………………………………………………96
一、實驗情境限制…………………………………………………….96
二、實驗場地限制…………………………………………………….96
三、 實驗資源限制…………………………………….……………....96
四、 實驗材料限制…………………………………………………….97
五、 廣告回想限制…………………………………………………….97
第四節 未來研究方向……………………………………………………...98
一、目標廣告材料挑選建議…………………………………………98
二、插入廣告的產品涉入程度………………………………………99
三、改變節目內容性質………………………………………………99
參考文獻………………………………………………………………………..100
附錄一:前測問卷……………………………………………………………..107
附錄二:正式問卷………………………………………….………………….110
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