大型電子看板的廣告效應

論文摘要近年來數位電子看板被喻為未來第五大媒體，加上環保意識的高漲，使得電子看板取代紙本及帆布成為業界青睞的廣告傳播媒介。本研究針對Kenneth Andrews(2002)提出的SWOT、Porter (1980)提出的五力分析及W. Chan Kim與Renee Mauborgne (1996)提出的藍海策略，進行大型戶外電子看板的競爭分析，並透過問卷調查，針對不同類群消費者，探討其對於戶外廣告電子看板的廣告效益分析。本研究將消費群分成三類，分別是: 第1類群_有看過戶外大型電子看板但對廣告商品無印象者；第2類群_有看過戶外大型電子看板對廣告商品有印象但無購買者；第3類群_有看過戶外大型電子看板對廣告商品有印象且有消費者。研究結果如下: 1.這三類群消費者對於廣告電子看板上最有印象的產品類型，第1與第2類群消費者皆為手機電子，其次為租售、電玩遊戲。第3類群消費者最有印象的產品也是手機電子，但其次則為相機/電腦設備、旅館/餐館優惠、以及化妝品系列。因此若以策略上的考量，則最適合放在廣告電子看板上播放宣傳的商品有手機電子、租售消息、電玩遊戲、相機/電腦設備、旅館/餐館優惠、以及化妝品系列。其中手機電子、相機/電腦設備、旅館/餐館優惠、以及化妝品系列等產品是消費者看了廣告後，最有可能採取行動去購買的商品。 2.造成三類群消費者其廣告效益行為的主要因素皆為無聊時等待看到。由此可發現，廣告內容以及看板架設位置在本研究樣本中，並不是造成其廣告效益行為的主要因素。換言之，廣告內容以及廣告板架設位置反而確實能在消費者無聊或打發時間時，有效吸引其目光。

關鍵字

電子廣告看板；廣告效益

並列摘要

Abstract The digital signage has become the fifth popular medium recently. Moreover, owing to the increasing awareness of environmental protection, the digital signage gradually replaces conventional paper as another advertisement medium. This study analyzes the competitiveness of digital signage based on Andrews’ (2002) SWOT, Porter’s (1980) Five Forces, and Kim and Mauborgne’s (1996) Blue Ocean Strategy. In particular, this study investigates the advertisement benefits of digital signage based on consumers’ responses to different survey questions. By grouping consumers into three types, namely (1) those who have seen large outdoor digital signage but have no impression; (2) those who have seen large outdoor digital signage; have impression but decide not purchase the advertised products; and (3) those who have seen large outdoor digital signage, have impression and decide to purchase the advertised products, we mainly find the following results. Type 1 and Type 2 consumers are most impressed with the products of electronics and cell phones, followed by rental information, and video games. In contrast, Type 3 consumers are most impressed with the products of electronics and cell phones, followed by cameras, computer related appliances, and hotels and restaurants. Therefore, as far as marketing strategy is concerned, the most appropriate products to advertise on digital signage include electronics, cell phones, rental information, video games, etc. Consumers tend to look over digital signage during their spare time no matter what type of consumers they are. In contrast, the advertisement contents and the locations of digital signage are not the driving factors in attracting consumers attention. Therefore, the decisions on advertisement contents and the location affect whether or not digital signage can attract consumers attention and critically determine the benefits of digital signage advertisements.