探討線上廣告的位置與相關性對品牌回憶與辨識的影響

The Influence Of Position Effects And Congruence Of Oline Advertising On Brand Recall And Recognition

郭家宇(Kuo, Chiayu)

指導教授 ： 蘇宏仁

國立中正大學/管理學院/企業管理學系/碩士(2012年)

摘要

寬頻網路普及率的增長，意味著線上廣告可觸及到更多的消費者，網路逐漸成為廣告商重視的平台，而網路廣告市場的持續成長，更顯示其重要性與巨大發展潛力。雖然過去研究大多以探討橫幅廣告為主，但事實上，線上廣告型式已經越來越多元化。本研究採用實驗設計法，針對線上影音廣告探討不同的廣告位置與相關性對消費者品牌回憶與辨識的影響，研究結果發現，相較於中置式的影音廣告，後置式影音廣告的品牌回憶與辨識效果較佳，具有強烈的新近效果，前置式則無顯著差異；影音廣告與影片內容高度相關時，消費者會有較好的品牌回憶，但對品牌辨識的影響並不顯著。

關鍵字

線上廣告 ； 位置效果 ； 相關性 ； 品牌回憶 ； 品牌辨識

並列摘要

The growth of broadband penetration rate means that online advertising will reach more consumers and the network gradually become the important platform of advertisers. In addition, the growth of internet advertising also demonstrates the importance and great potential of it. Although previous research has focused on banner advertising, in fact, the format of online advertising has become increasingly diversified. In this study, laboratory experiment was used to find out the influence of different advertising placements and congruence of online video advertising on brand recall and brand recognition. The results showed that the brand of post-roll video advertising was well recalled and recognized, but not as was the pre-roll, in comparison with the mid-roll video advertising. We found strong recency effects from post-roll video. And there was better brand recalled in a situation of high congruence between the video advertising and the online video. However, brand recognition was not significantly influenced by the video-advertising congruity.

並列關鍵字

online advertising ； position effects ； congruence ； brand recall ； brand recognition

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