引導式行銷對年輕閱聽人記憶效果影響之探討

Abstract

近年來關鍵字廣告（keyword advertising）的興起，使得企業間爭相應用此機制來為產品提升知名度，而搜尋引擎最佳化（search engine optimization；SEO）更是結合了跨媒體行銷與關鍵字廣告這兩項行銷方式，在電視廣告尾端增設三到五秒的「關鍵字」搜尋引導，提示閱聽人看完電視廣告後便上網搜尋某些關鍵字；從食品、建築、3C產品到彩妝，各產品領域皆有品牌對此機制躍躍欲試。 然而此項將傳統電視媒介與網路搜尋功能結合的機制所導致的效果究竟為何，單以多重媒介整合的綜效效果似尚不足以解釋在兩媒體間透過關鍵字和搜尋機制作為連結的過程，因此本研究除援用多重媒介整合的相關論點，亦探討提取線索在媒介環境中的效果。 本研究以實驗法的方式進行，將「媒介曝露形式」（單一/多重）和「提取線索」（有/無）作為本研究的兩個主要因子，設計出一2×2的實驗，並以記憶效果中的再認、回想、品牌網絡作為依變項，探討不同情況下的記憶結果是否有差異。 研究結果顯示，兩因子間無顯著交互作用，媒介曝露形式對再認和回想效果的影響達顯著，而提取線索的效果則未如預期；此外，品牌網絡的結果在本研究中皆不顯著。由研究結果可知，在閱聽人使用電視和網路兩媒介的情況，其記憶效果會較僅使用電視的閱聽人佳，但在多重媒介曝露的情況，無論是否有關鍵字置於電視廣告尾端，其結果無顯著差異；相對地，關鍵字的效果僅在單一媒介曝露也就是閱聽人僅僅使用電視時才較為明顯，尤其以對回想的影響最為顯著。

Keyword advertising has been risen and developed the last years; businesses all compete with using the mode for raising brand awareness, and the SEO（search engine optimization）even combine across-media marketing and keyword advertising these two ways of marketing, setting “keyword searching” orient on the end of television advertising for 3 to 5 seconds to suggest audience searching some keywords on-line after they watched the television. Brands interested in the marketing mode including the products categories like food, architecture, 3C products and cosmetics; all of them have the inclination to try this mode. Even so, the effects resulted in by the mode combing traditional television media and web searching function can’t be fully explained only by arguments about synergies of multi-media integrated, so exception to the concepts of multi-media integrated , the study discuss the effects caused by retrieval cues in media environment. The study is proceeded in experiment method; two factors “media exposure format”(single / multiple) and “retrieval cues”(cue / no cue) are used to compose a 2×2 factorial design experiment, furthermore, adopting memory effects like recognition, recall and brand network as the depend variables of this study, discussing the variation between different conditions. The result shows that, two factors doesn’t interact with each other; the factor media exposure format could notably affect the recognition and recall effect, but the utility of retrieval cues is not as expected. In addition, results of brand network are not remarkable overall. The result reveals that, in condition audience using two medias television and web they will have better memories then audience watching television only; noticeably, in condition of multiple media exposure format, no matter keyword is put in the end of television advertisement or not, they wouldn’t result in very different outcome. Oppositely, the effect of keyword is simply apparent in condition of single media exposure format that audience only watching television; especially is apparent in the measurement of recall.