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研究生:洪忠聖
研究生(外文):Jong-Sheng Horng
論文名稱:平面比較性廣告對廣告效果影響之研究
論文名稱(外文):THE STUDY ON ADVERTISING EFFECTIVENESS OF COMPARISON PRINT AD.
指導教授:林季雄林季雄引用關係
指導教授(外文):Jih-Shyong Lin
口試委員:林季雄
口試委員(外文):Jih-Shyong Lin
口試日期:2015-07-13
學位類別:博士
校院名稱:大同大學
系所名稱:設計科學研究所
學門:設計學門
學類:綜合設計學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:111
中文關鍵詞:廣告效果價格比較性廣告涉入
外文關鍵詞:Comparative advertisingPriceAdvertising effectivenessInvolvement
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廣告必須完成兩項任務:引起注意,並傳達意義。廠商行銷溝通的目的,是去說服消費者廣告中的品牌優於其他品牌,比較性廣告正可以有效率的達成廣告目的。大多數的平面廣告以視覺圖像、文字標題和品牌名稱等三個基本要素所構成。廣告代理商的創意人員在廣告設計中加入圖像,以產生較佳的說服效果,藉此提昇消費者的知覺價值與購買意願,事實上,廣告參考物呈現或不呈現,相當類似比較性廣告中比較性強度的概念。
本研究探討比較性廣告的廣告效果,透過實驗探討各種不同形式之比較性廣告與非比較性廣告對廣告態度、品牌態度和購買意圖的影響。(一) 不同形式之比較性廣告與非比較性廣告對廣告態度、品牌態度和購買意願的影響。(二) 不同價格產品廣告是否會因消費者心中品牌知名度高低的差異,對廣告態度、品牌態度和購買意願造成影響。
實驗驗證結果,最後歸納出四項顯著結果:(一) 從廣告形式來看,直接比較性廣告和非比較廣告在廣告效果上顯著大於間接比較性廣告。 (二) 在比較性廣告與非比較性廣告中,消費者對高價商品的廣告效果並不會高於低價商品的廣告效果。(三) 在直接比較性廣告、間接比較性廣告與非比較性廣告上,高價商品採用直接比較性廣告會產生較高的廣告效果。(四) 在直接比較性廣告、間接比較性廣告與非比較性廣告上,高產品涉入度者採用非比較性廣告的品牌態度較佳。廣告目的在傳達正確商品訊息,達成銷售目的。透過本研究,提出貼近消費者的建議與研究方向,對廣告設計工作者、廣告主以及廣告研究學者重要參考論述。
Advertising must accomplish two missions: attract attention and convey meaning. The purpose of vendors to conduct marketing communication is to persuade consumers that the advertising brand is superior to other brands, and comparative advertisement is able to achieve the advertising purpose effectively. Most of the print advertisements are composed of three basic elements of visual image, text title and brand name. The reason for the advertising agency creative people to add images in the advertisement design is to produce a better persuasive effect, thereby enhancing consumers’ perceived value and intention to purchase. In fact, the present or absent of advertising reference material is quite similar to the comparative intensity concept of comparative advertisement.
The aim of this study is to explore the advertising effect of comparative advertisement by investigating on the impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention through experiments. (1) The impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention. (2) Whether or not different prices of product advertisement will generate an impact towards consumers’ brand image variances, advertising attitude, brand attitude and purchase intention.
Four significant results were summarized from the experimental findings: (1) Based on advertising forms, the advertising effect of direct comparative advertisement and non-comparative advertisement is significantly greater than indirect comparative advertisement. (2) In comparative advertisement and non-comparative advertisement, the advertising effect of consumers towards high-priced commodities will not be necessarily higher than low-priced commodities. (3) In direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement, the advertising effect of high-priced commodities to adopt direct comparative advertisement is able to generate a higher advertising effectiveness. (4) The brand image attitude of high-priced products to involve adopting non-comparative advertisement is poorer that direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement.
The purpose of advertising is to convey the correct message of commodities to achieve the sales objectives. The study has proposed the intimate consumer advice and research direction to serve as an important reference for advertising design workers, advertisers and advertising researchers.
摘要Ⅰ
ABSTRACTⅡ
目錄Ⅲ
圖表目錄Ⅵ
第一章 緒論1
1.1 研究背景1
1.2 研究主題3
1.3 研究目的4
1.4 研究範圍與限制5
1.4.1 研究範圍5
1.4.2 研究限制5
1.5 關鍵詞釋義6
第二章 文獻探討10
2.1 比較性廣告的定義與運作10
2.1.1 比較性廣告的本質10
2.1.2 比較性廣告的呈現11
2.1.3 比較性廣告與平面廣告的關聯13
2.2 比較性廣告的分類16
2.2.1 比較性廣告的形式16
2.2.2比較性廣告溝通效果的相關理論19
2.3 廣告效果的論述20
2.3.1 比較性廣告的層級效果模式22
2.3.2 消費者行為模式28
2.3.3 廣告中介模式29
2.3.4 影響效果之因素31
2.4 涉入之相關理論33
第三章 研究方法 43
3.1 研究假設43
3.2 研究架構與流程45
3.2.1 觀念性架構46
3.2.2 研究流程46
3.3 研究設計47
3.3.1 實驗設計48
第四章 實驗結果與資料分析52
4.1 變項與操作性定義52
4.2 實驗過程56
4.2.1 實驗步驟56
4.2.2 前測與問卷設計57
4.2.3 樣本描述與正式實驗60
4.2.4 資料分析方法61
4.3 廣告效果的測試62
4.3.1研究假設之驗證分析62
4.3.2研究結果64
4.4小結 81
第五章 結論與建議83
5.1 研究假設驗證結果83
5.1.1 比較性廣告形式的廣告效果之比較83
5.1.2 商品價格高低與廣告效果之分析84
5.1.3 產品涉入程度與廣告效果之分析86
5.2 研究結論87
5.3研究限制與後續研究89
參考文獻91
附錄100
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