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題名：平面比較性廣告對廣告效果影響之研究
作者：洪忠聖 引用關係
作者(外文)：Jong-Sheng Horng
校院名稱：大同大學
系所名稱：設計科學研究所
指導教授：林季雄
學位類別：博士
出版日期：2015
主題關鍵詞：廣告效果；價格；比較性廣告；涉入；Comparative advertising；Price；Advertising effectiveness；Involvement
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廣告必須完成兩項任務：引起注意，並傳達意義。廠商行銷溝通的目的，是去說服消費者廣告中的品牌優於其他品牌，比較性廣告正可以有效率的達成廣告目的。大多數的平面廣告以視覺圖像、文字標題和品牌名稱等三個基本要素所構成。廣告代理商的創意人員在廣告設計中加入圖像，以產生較佳的說服效果，藉此提昇消費者的知覺價值與購買意願，事實上，廣告參考物呈現或不呈現，相當類似比較性廣告中比較性強度的概念。
本研究探討比較性廣告的廣告效果，透過實驗探討各種不同形式之比較性廣告與非比較性廣告對廣告態度、品牌態度和購買意圖的影響。(一) 不同形式之比較性廣告與非比較性廣告對廣告態度、品牌態度和購買意願的影響。(二) 不同價格產品廣告是否會因消費者心中品牌知名度高低的差異，對廣告態度、品牌態度和購買意願造成影響。
實驗驗證結果，最後歸納出四項顯著結果：(一) 從廣告形式來看，直接比較性廣告和非比較廣告在廣告效果上顯著大於間接比較性廣告。 (二) 在比較性廣告與非比較性廣告中，消費者對高價商品的廣告效果並不會高於低價商品的廣告效果。(三) 在直接比較性廣告、間接比較性廣告與非比較性廣告上，高價商品採用直接比較性廣告會產生較高的廣告效果。(四) 在直接比較性廣告、間接比較性廣告與非比較性廣告上，高產品涉入度者採用非比較性廣告的品牌態度較佳。廣告目的在傳達正確商品訊息，達成銷售目的。透過本研究，提出貼近消費者的建議與研究方向，對廣告設計工作者、廣告主以及廣告研究學者重要參考論述。
Advertising must accomplish two missions: attract attention and convey meaning. The purpose of vendors to conduct marketing communication is to persuade consumers that the advertising brand is superior to other brands, and comparative advertisement is able to achieve the advertising purpose effectively. Most of the print advertisements are composed of three basic elements of visual image, text title and brand name. The reason for the advertising agency creative people to add images in the advertisement design is to produce a better persuasive effect, thereby enhancing consumers’ perceived value and intention to purchase. In fact, the present or absent of advertising reference material is quite similar to the comparative intensity concept of comparative advertisement.
The aim of this study is to explore the advertising effect of comparative advertisement by investigating on the impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention through experiments. (1) The impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention. (2) Whether or not different prices of product advertisement will generate an impact towards consumers’ brand image variances, advertising attitude, brand attitude and purchase intention.
Four significant results were summarized from the experimental findings: (1) Based on advertising forms, the advertising effect of direct comparative advertisement and non-comparative advertisement is significantly greater than indirect comparative advertisement. (2) In comparative advertisement and non-comparative advertisement, the advertising effect of consumers towards high-priced commodities will not be necessarily higher than low-priced commodities. (3) In direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement, the advertising effect of high-priced commodities to adopt direct comparative advertisement is able to generate a higher advertising effectiveness. (4) The brand image attitude of high-priced products to involve adopting non-comparative advertisement is poorer that direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement.
The purpose of advertising is to convey the correct message of commodities to achieve the sales objectives. The study has proposed the intimate consumer advice and research direction to serve as an important reference for advertising design workers, advertisers and advertising researchers.
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