一般企業總以銷售量來衡量廣告的效果，但影響銷售量的因素很多，廣告只是其中之一，因此，用這種方式是不合理的，然而究竟廣告的效果要如何衡量才具信度及效度。如果能夠作好廣告效果測試即能夠預知顧客喜愛傾向，以便抓住大眾心理，保證能夠瞄準目標市場，贏得市場勝仗，為本研究之動機。從過去文獻的探討與整理，建立廣告效果測試觀念性架構為基礎，本研究的研究目的有三。其一，以個案公司為例，探究業界對廣告效果測試的方式與本研究之架構作比對；其二，探討廣告之階段性效果是否存在；其三，探討不同的廣告策略下，廣告效果測試所扮演的角色。本研究所採行之研究方法，在研究性質方面採屬質性，在推論方法上採取先建架構之演繹法，在樣本數量屬小量觀察，因此研究重點在於針對個案公司進行深度訪談。
本研究提供了一套完整的架構來探討廣告效果，從創意測試、腳本測試、廣告前測試、廣告後測試、追蹤測試、銷售效果測試都沒有遺漏，簡單的說就是，從廣告的概念一直到廣告播出前及播出之後，每一細節均必須測定效果，因此可以用這個架構來檢試廣告效果之測試過程是否有不足的地方；企業界可以藉著這個架構來測試自己所打出的廣告是否「有效」，另一方面亦提供了策略上的修訂準則，企業界將可以明確瞭解在廣告方面的問題所在。
所選擇的個案分別為「77乳加－接力賽篇」、「新貴派－人狗共鳴篇」、「麗星郵輪」、「富士軟片－酷龍篇」等四支廣告。以觀念性架構中的「消費者特質」以及「產品特質」的差異性為個案選擇構面，在此以「涉入程度」為縱軸，「廣告目標群眾分散程度」為橫軸，由此兩個構面構成四個象限。分別為涉入程度高/廣告目標群眾集中、涉入程度低╱廣告目標群眾集中、涉入程度高╱廣告目標群眾分散、涉入程度低/廣告目標群眾分散等四群。
研究結果發現，目標群眾愈集中，產品涉入程度愈高，所訂定的廣告目標愈明確；目標群眾愈集中，廣告效果測試的指標中，測量「態度」指標的數量愈多。涉入程度愈低的產品，消費者是否購買的決定因素愈傾向於高品牌知名度；低涉入度產品的電視廣告接觸率，較高涉入產品的電視廣告接觸率高。廣告目標群眾如果太分散，會使廣告訴求對象不明確。 / It’s usually used to measure advertising effect by increasing sales in business, but it has a lot of factors to influence increasing sales. Advertising is one of them. Therefore, it is not reasonable. However, we should know how to measure advertising effect. If we can measure advertising effect much better, we will understand thinking of consumers and hit the target market. There are three purposes in this research. First, it will research how to measure advertising effect and compare to this framework. Second, it will research advertising stage effect. Final, it will research advertising effect in different advertising strategies. This research uses qualitive analysis and deductive method.
These cases are “77chocolate”, ”upstare pie”, ”beautiful star liner”, ”fuji film”. Using consumer’s characterlistics and product characterlistics to sort out. They are “high involvement/target consumers focus”, ”high involvement/target consumers disperse”, ”low involvement/target consumers focus”, and ”low involvement/target consumers disperse”.
This research provides a complete framework to compare advertising effect. It concludes “creating test”, ”script test”, ”pre-broadcast test”, ”post-broadcast test”, “tracking test”, and “sales test”. It must be tested in every step. Companies can test his advertisement by this framework. On the other hand, it provides a base on making strategies.
This research finds that target consumers have more high focus and involvement, then making clearer advertising goals. Target consumers more high focus, then having more attitude index. Well-known brands makes consumers to make choice to buy products of low involvement. Products of low involvement have higher TV reaching rate then products of high involvement. Disperse advertising goals will make advertising appeal indeterminately.
| Identifer | oai:union.ndltd.org:CHENGCHI/A2002001438 |
| Creators | 林育則 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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