Global ETD Search

1	The advertising effects of Expriential Marketing--An example of Nike's advertisement Wu, Yi-hua 03 August 2004 (has links) NONE Expriential Marketing advertising effects
2	The Influence of Attribute Framing and Economic Chains on Advertising Effects: a case of Green Advertising. Lee, Ling-chuan 14 August 2010 (has links) The concept of environment friendly demonstrated on government laws and many products is so popular, not only green marketing and green advertising. In this study, a cell phone which has environment-friendly orientation is the main focus in green advertising. Attribute framing is the way of showing message in advertising, and economic chain is described as the content of message. Then, investigating the impact of attribute framing and economic chain on advertising effects, and advertising effects are measured by memory, attitude toward advertising and purchase intention. The research adopts 2x3 mixed experimental designs; each scenario contains positive and negative framing message of attribute framing, and three levels of economic chain: production, usage and waste. Samples were selected from 3 universities and 2 companies in Kaohsiung. The final samples are 219. The results are as follows, attribute framing has significant effects on memory and attitude toward advertising, and positive framing has better score than negative one, but purchase intention is not influenced. Three levels of economic chain do not influence advertising effects. Attribute framing and economic chain have no interaction effect on advertising effects. Advertising appealing to environment friendly, no matter what framing it takes, consumers have positive attitudes toward the advertising, but using positive framing message is a better way. Consumers having positive attitudes toward three levels of economic chain show that they not only do not focus on any level, but have good feeling about information disclosure on environment-friendly products. Hence, an enterprise should pay attention to extended producer responsibility, and enhance the improvement on environment friendly through product life cycle assessment. Advertising effects Green advertising Economic chains Attribute framing
3	The Influence of Positions and Formats of Mobile Applications on the Advertising Effectiveness of Smartphones Hu, Ting-ting 27 August 2012 (has links) Compared with the advertisement on traditional media, mobile applications are totally different in usage situation, operating interfaces and communication modes with consumers. The study analyzes the influence of the positions (such as, pre-game advertisement and peripheral game advertisement) and formats (such as, dynamic banners advertisement and rich media advertisement) of advertisement on advertising effects. In addition, flow level is the modifying variable. The study collected a total of 220 effective samples by using judgmental sampling procedures to send out questionnaires over the Internet. Respondents must have experiences in playing Angry Bird on a smart phone The research results include: (1) The positions of advertisement influence significantly over the advertisement attitudes, brand and product memories; (2) The formats of advertisement influence significantly over the advertisement attitudes, and (3) The positions and formats of advertisement influence significantly over the advertisement attitudes when respondents are in low flow level. On the contrary, the positions and formats of advertisement influence significantly over brand and product memories when respondents are in high flow level. App. flow theory advertising effects smart phone
4	A Study of Advertising Effects of Different Media Properties, Advertising Appeals, and Product Involvement-A Comparison between Print Media and the Internet Ting, Yuan-Hung 06 July 2000 (has links) As the rapid development of the Internet advertisement, the Internet as a kind of advertising media has a greater competitive ability among all kinds of media. This study is designed to figure out the difference of print media and the Internet, especially in the field of advertising research. Using the laboratory experimentation and factorial experimental design, there are three factors in the study, including media properties (the Internet active media, the Internet static media, and print media), advertising appeals (rational and emotional appeal), and product involvement (high and low product involvement). Under such arrangement, the three factors result in 12 (3´2´2) different advertising strategies. The findings are as the followings: 1.The Internet active media can increase the advertising effect efficiently, while the machine-interactivity can¡¦t increase advertising effects. 2.Advertising appeals aren¡¦t able to influence the advertising effect efficiently. 3.The composition of emotional appeal and the Internet active media is the best advertising strategy to advertising effects; while the composition of rational appeal and each media property will not be able to achieve better advertising effects. 4.Product involvement is irrelevant to the advertising effect in the study. 5.The male consumers preferred the composition of the Internet active media and high product involvement, and they also like the composition of the Internet static media and low product involvement. 6.Consumers with BS. Degree or above preferred the composition of the Internet active media and emotional appeal. 7.The 46 above age group preferred the composition of low product involvement and emotional appeal, and they also like the composition of high product involvement and rational appeal. advertising appeals product involvement advertising effects media properties
5	How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics Teichert, T., Hardeck, D., Liu, Y., Trivedi, Rohit 30 November 2017 (has links) Yes / Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers’ objectives and target group demographics. The study differentiates magazine advertisements’ effects for five marketing objectives along the hierarchy-of-effect model, while accounting for moderating effects of age and gender. Results show that emotional appeals are superior to informational appeals for most marketing objectives, but not for achieving integration into the evoked set. Consumers’ age and gender significantly influence the effects of advertising appeals and reveal interaction effects.
6	線上遊戲作為一種廣告形式的效果研究許建隆, Hsu, Chien-Lung Unknown Date (has links) 本研究為一初探性研究，研究題目為「線上遊戲作為一種廣告形式之效果研究」，研究的構想來自於對網路現況的觀察。目前網路上有許多網站，包括了遊戲網站與企業網站，提供多種結合了廣告訊息之「線上遊戲」，供網路使用者遊玩以達成行銷之實，本研究即以此為主題，對此新興的手法之效果加以探討。根據現況的發展，本研究發掘了幾個研究問題： 1.線上遊戲與廣告以不同的形式結合，是否會造成不同的廣告效果？目前有兩種非常普遍的運用形式，一為在遊戲的網頁中附加橫幅式廣告，一乃專為產品設計的線上遊戲，稱之為「品牌遊戲」，本研究的第一個研究目的，即探知兩種形式的廣告效果異同，以「結合形式」為自變項之一。 2.第二個問題，即當產品類型不同時，線上遊戲結合廣告是否會造成不同的廣告效果？以「產品類型」為第二個自變項，而以廣告效果為依變項。 3.根據以往的研究，不論是平面的雜誌廣告，或電視廣告，閱聽眾對廣告的態度，都會影響對品牌的態度，而線上遊戲作為一種新的廣告形式，遊戲者對遊戲的態度，是否會同樣的影響品牌的態度？這為本研究的第三個問題。在廣告效果的操弄上，本研究的廣告效果包括了「回憶與再認」：廣告回憶、廣告再認；「態度與意願」：廣告態度、對遊戲的喜好程度、品牌態度與購買意願。上述第三個研究問題，探討的即是依變項中「廣告態度」、「對遊戲的喜好程度」與「品牌態度」之間的關係。進行研究設計前，本研究先針對目前的發展現況作深度訪談，以作為研究設計之背景資料。再以實驗室實驗法進行，探討變項之間的因果關係。在結論方面，本研究發現：「結合形式」不同會造成不同的廣告效果，且「品牌遊戲」所造成的廣告效果會大於僅在一般遊戲的網頁中加上橫幅式廣告的效果，尤其對回憶與再認效果影響最大；「產品類型」沒有差異；而「廣告態度」、「對遊戲的喜好程度」與「品牌態度」間則呈正向的關係，亦即愈喜歡遊戲，也會愈喜歡產品。網路行銷線上遊戲廣告效果 internet marketing web games advertising effects
7	Claims Of Mistaken Identity: An Examination Of U.S. Television Food Commercials And The Adult Obesity Issue Delgado, Cristina 01 January 2009 (has links) Obesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food commercials. The claims were compared to FTC, FDA, and USDA laws, regulations, and recommendations. A content analysis of food advertising was conducted of commercials from major and cable network programs broadcast during prime-time in the first quarter of 2009. The majority of claims match current regulations when compared to Federal references. The results show that Nutrient and Wellness claims were the most frequently cited. The type of benefit, Healthy Eating, emerged almost 3 times more than any other benefit type. This is also similar to those results which suggest advertisers' intentions were to promote overall wellness in their content delivery. As such, the Wellness Approach was identified and conceptualized, leading towards full development of a Wellness Effect theory. Implications and future research opportunities are discussed on both a theoretical and practical level. advertising advertising appeals advertising effects advertising legislation advertising regulation advertising strategies content analysis marketing mass communication mass communication theory cultivation theory framing theory semiotics theory media television advertising television commercials adult obesity obesity overweight weight loss health health claims health communication health promotion nutrient claims public health wellness food food advertising nutrition science business consumption consumer affairs consumer perceptions consumer protection Federal regulation government Communication

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