透過您的圖書館登入
IP:216.73.216.156
  • 學位論文

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

A STUDY OF SANDWICH ADVERTISEMENT STRATEGY:THE EFFECT OF DIFFERENT CONTENT AND POSITION IN ADVERTISING RECALLING.

指導教授 : 沈永正
若您是本文的作者,可授權文章由華藝線上圖書館中協助推廣。

摘要


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。

並列摘要


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.

參考文獻


9. 鄭自隆主編,許安琪、樊志育著,「廣告學原理」,揚智文化事業股份有限公司,民國九十一年。
7. 陳亭蓁,「廣告音樂與主題在文化意涵上之不一致性對廣告效果的影響」,元智大學企業管理研究所論文,民國九十二年六月。
8. 黃見雯,「廣告基調與媒體內容基調一致性對廣告效果之影響」,元智大學管理研究所論文,民國九十年六月。
15. Anderson, D. R., and Levin, S. R. (1976), “Young Children's Attention to Sesame Street,” Child Development, Vol. 47, 806-811
16. Appel, Valentine (1971), “On Advertising Wearout,” Journal of Advertising Research, 11 (February), 11-13.

延伸閱讀