電視一直是廣告主在行銷商品與服務時最使用的媒體,而隨著網路時代的來臨,為了更廣泛的接觸到消費群,廣告主在選擇行銷時的廣告媒介也開始考慮利用網路來當作行銷的手段。根據微軟的調查發現,消費者每週平均會花費十八小時在收看電視上,而網路則是十五個小時,廣告主藉由電視廣告與網路廣告,替商品與服務提升曝光率,讓消費者在接收廣告後產生良好的印象,藉由廣告內容的傳達來提升商品與品牌的附加價值。基於整合行銷的概念,近來廣告主更將電視廣告與關鍵字廣告廣告結合的新整合行銷手法-電視關鍵字廣告,本研究旨在探討此種新行銷手法是否具有好的廣告效益。目前相關研究衡量廣告效益的方法都是以問卷為主,本研究認為問卷無法真實顯示網友是否確實搜尋及點擊關鍵字,因此研究將紀錄網友在實驗設計頁面的點擊連結,藉此實際瞭解消費者在接收電視關鍵字廣告後的搜尋與點擊行為。本研究分為三個部份進行分析,(1)探討消費者接收電視關鍵字廣告後的廣告知覺、態度、搜尋動機、行銷活動與否、商品是否為選購品、廣告中的商品與服務是否屬網路服務、以及品牌偏好高低影響上網搜尋意願的程度、(2)不同的搜尋意願對點擊搜尋結果連結、點擊官方網站連結行為的差異、(3)行銷活動、選購品、網路服務、品牌偏好等四個控制變項對消費者點擊贊助與非贊助廣告連結的影響,以及點及官方網站的影響、(4)消費者接收電視關鍵字廣告後,不同點擊行為其品牌態度的差異。根據這些研究結果給予廣告主與學術界在推出商品與服務行銷廣告時的建議。
Television advertising and internet advertising are popular media when marketers want to promote their products or services. According to Microsoft research, consumers spend their time on television over 18 hours a week and 15 hours on internet. Marketers want to increase brand, products, services aided awareness. They also hope their potential customers have positive feelings and willing to buy their products. To convey consistence message, they integrated TV ads and keyword ads. The new type of ads we called TV keyword advertising. However, it is hard to measure whether consumer search or click after they watch TV keyword ads by survey. We record respondent’s real search and click behavior. Our research objective include (1) difference in consumer attitude, feelings, search motivation, promotions, selective goods, web service and brand preference, (2) search intention and differences in click behavior, (3) four control variables (promotion, selective goods, web service, brand preference) on the impact of click behavior of sponsored ads and official link, (4) difference click behavior in brand attitude after they watch TV keyword ads. Based on the findings, we provide marketing advice to advertisers and researchers.