廣告效果最佳化組合

Maximizing Advertising Effectiveness

鄭人傑(Jen-Chieh Cheng)

指導教授 ： 徐怡

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2015年)

摘要

本研究透過對廣告訴求、廣告代言人及新媒體等因素之操弄，以了解其對廣告效果之影響，歸納出廣告效果最佳化組合。本研究採實驗法進行實證，以手機為實驗產品，操縱的實驗變數為理性、感性兩種廣告訴求、有無名人廣告代言人及四種新媒體類型，共設計十六個實驗組，對國立虎尾科技大學學生進行廣告認知、廣告態度、品牌認知、品牌態度及購買意願等之問卷調查，共收集480份有效問卷，主要的分析方法為描敘性統計、獨立樣本t檢定、Scheffe事後比較檢定；研究結果發現：（1）不同的廣告訴求呈現方式會影響其廣告認知，更進一步得知，理性訴求廣告認知顯著優於感性訴求廣告認知。本研究亦同時發現，在理性廣告的廣告認知上，以Youtube傳播效果最佳。（2）有無廣告代言人呈現會影響其廣告態度，更進一步得知，有名人呈現正向廣告態度顯著優於無名人呈現正向廣告態度。本研究亦同時發現，在有名人呈現廣告的廣告態度上，以LINE傳播效果最佳。（3）在交互作用方面，名人代言搭配理性訴求廣告在廣告認知、品牌認知、購買意願顯著優於名人代言搭配感性訴求廣告。本研究亦同時發現，名人代言搭配理性訴求以LINE傳播具有最佳的廣告效果，本研究最佳化組合為名人代言搭配理性訴求並以LINE為傳播工具。

關鍵字

廣告訴求 ； 廣告代言人 ； 新媒體 ； 廣告效果

並列摘要

This study aims to discover the optimal combination of advertising by incorporating factors including appeal, celebrity endorsement, and new media to assess the influence and effectiveness of advertising. Empirical experiments were conducted using mobile phones as the featured product. Variables tested included two types of appeal (reason and emotion), the presence of celebrity spokespeople, and four types of new media. As a result, the subjects were divided into 16 groups. The data were obtained from surveys on advertisement awareness, advertisement attitudes, brand awareness, brand attitudes, and purchase willingness among students of National Formosa University. A total of 480 effective surveys were collected. The chief methods of analysis were descriptive statistics, t-testing, and Scheffe's method. The results of the study are as follows: (1) Different methods of appeal affect advertisement awareness. It was also found that appeals to reason had a significantly larger effect on advertisement awareness than appeals to emotion. In addition, YouTube was the most effective medium for spreading awareness of an advertisement that appeals to reason. (2) The presence of a celebrity spokesperson affects the attitude toward an advertisement. It was also found that advertisements with celebrity spokespeople generated significantly more positive attitudes than those without celebrity spokespeople. In addition, LINE was the most effective medium for spreading positive attitudes toward advertisements with celebrity spokespeople. (3) As for interactions between the variables, celebrity spokespeople in advertisements that appeal to reason generate significantly better advertisement awareness, brand awareness, and purchase willingness than celebrity spokespeople in advertisements that appeal to emotion. The study found that advertisements spread through LINE that appeal to reason and feature celebrity spokespeople are the most effective type of advertisement studied. The optimal combination of factors for this study is therefore: celebrity spokespeople, appealing to reason, and messaging on LINE.

並列關鍵字

Advertisement appeal ； Celebrity spokespeople ； New media ； Advertisement effectiveness

參考文獻

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