标题: 具产品数据讯息之广告效果—以间接比较广告为例
The Advertising Effects of Advertisements with Numerical Messages Interpreting Products—a Case Study on the Indirect Comparative Advertisements
作者: 尤钦贤
Chin-Hsien Yu
黄仁宏
Jen-Hung Huang
经营管理研究所
关键字: 间接比较性广告;广告效果;数据讯息;比较性广告;indirect comparative advertisements;advertising effects;numerical messages;comparative advertisements
公开日期: 1998
摘要: 本研究探讨具产品数据讯息之比较性广告的广告效果,同时亦考量了产品涉入程度与产品品牌强度对广告效果之影响。在广告类型方面采取间接比较广告,以印表机及磁碟片为实验产品,受测者样本为台中市三所大学学生。本研究采用2×2×2的因子实验设计法,并经统计分析方法,获得下列结果:
1.在低涉入产品之比较性广告上,具产品数据讯息之比较性广告其广告接收者之广告回忆率低于不具产品数据讯息之比较性广告。
2.在高涉入产品之比较性广告上,具产品数据讯息之比较性广告其广告接收者之广告态度高于不具产品数据讯息之比较性广告。
3.在低品牌强度之比较性广告上,具产品数据讯息之比较性广告其广告接收者之广告态度及产品态度皆高于不具产品数据讯息之比较性广告。
4.具产品数据讯息之比较性广告,其广告接收者之广告回忆率低于不具产品数据讯息之比较性广告。
5.具产品数据讯息之比较性广告,其广告接收者之广告态度、产品态度与购买意愿皆高于不具产品数据讯息之比较性广告。
The main objective of this research attempt to discuss the advertising effects of comparative advertisements with numerical message interpreting products and to realize the advertising effects of those comparative advertisements in different situations of product involvement and brand strength. The research use indirect comparative advertisements. The experimental products are print and disk. The sample is gathered from the students in the three universities located in Tai-Chung. The research utilized a 2×2×2 factorial experimental design. Analyzing the data with statistical method , we got the following conclusions:
1.Among the low involvement product comparative advertisements , advertisement receivers’ recalls toward comparative advertisements with numerical message are lower than those toward comparative advertisements without numerical message.
2.Among the high involvement product comparative advertisements, advertisement receivers’ advertising attitudes of comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message.
3. Among the low brand strength product comparative advertisements, advertisement receivers’ advertising attitudes and product attitudes toward comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message.
4.Advertisement receivers’ recalls toward comparative advertisements with numerical message are lower than those toward comparative advertisements without numerical message.
5.Advertisement receivers’ advertising attitudes、product attitudes and buying intentions toward comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message.
URI: http://140.113.39.130/cdrfb3/record/nctu/#NT870457077
http://hdl.handle.net/11536/64651
显示于类别:Thesis