報導式廣告之混淆效應對廣告效果的影響－識破效應之干擾作用

The Impact of Confusing Effect of Advertorial on Advertising Effectiveness-The Interfering Effect of the Penetrating Effect

翁明祥(Min-Sun Wuang) ； 陳俋叡(Yi-Ray Chen)

《行銷評論》 4卷4期 (2007/12) Pp. 449-480

https://doi.org/10.29931/MR.200712.0004

摘要

報導式廣告爲看似報導文章的廣告，是近年來常在雜誌平面媒體使用的行銷手法，其是否混淆讀者，讓讀者誤以爲是一般報導?不同型式的報導式廣告，混淆讀者的程度是否有所差異?而當混淆效應高低不同，對廣告效果影響程度是否不同?另一方面，如果讀者識破報導式廣告其實是廣告，此識破效應，是否影響混淆效應對廣告效果的關係。本研究mp3隨身聽爲實驗產品進行研究，發現下述結果：1.報導式相較於一般廣告更易混淆讀者。2.隱含型比顯著型報導式廣告更混淆讀者。3.混淆效應對於廣告效果有顯著影響。4.讀者沒有識破報導式廣告時，混淆效應高（隱含型報導式廣告）會讓讀者有較佳的廣告效果。5.當讀者識破報導式廣告爲廣告時，混淆效應高（隱含型報導式廣告）會讓讀者有較差的廣告效果。

關鍵字

報導式廣告 ； 混淆效應 ； 識破效應 ； 廣告效果

並列摘要

Advertorial is a common type of camouflaged advertising, which look like editorial. Recently, advertorial is often used to be a kind of marketing strategy in print media, particularly in magazines.
Does advertorial confuse readers, make readers misinterpret advertorial is editorial content? In different types of advertorial, is there different degree of confusion to readers? Meanwhile, do readers have different level of advertising effectiveness in different degree of confusing effect? Besides, if readers penetrate advertorial is advertisement truly, this penetrating effect may affect the relationship between confusing effect and advertising effectiveness.
The results of experiment are as follows: 1. Compare with conventional advertisement, advertorial would confuse readers, and make them misinterpret advertorial is editorial even publicity. 2. Subtle advertorial would confuse readers more highly than prominent advertorial. 3. Confusing effect affects advertising effectiveness significantly. 4. In the condition of no penetrating effect, when readers don't penetrate advertorial, higher confusing effect (subtle advertorial) would make readers have better advertising effectiveness. 5. In the condition of existence of penetrating effect, when readers do penetrate advertorial, higher confusing effect (subtle advertorial) would make readers have worse advertising effectiveness.

並列關鍵字

Advertorial ； Confusing effect ； Penetrating Effect ； Advertising

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