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題名:簡訊廣告標題與廣告訴求之廣告效果研究
書刊名:行銷評論
作者:吳文貴 引用關係羅浣云
作者(外文):Wu, Wen-kueiLuo, Wan-yun
出版日期:2011
卷期:8:2
頁次:頁267-283
主題關鍵詞:簡訊廣告廣告訴求標題修辭廣告效果SMS advertisingAdvertising appealsHeadline rhetoricAdvertising effect
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:38
  • 點閱點閱:71
本研究目的在分析消費者接受簡訊廣告訊息過程中,消費者對簡訊內容,包括廣告標題、廣告訴求的認知,對廣告效果的影響。本研究透過實驗設計,以中部地區480位大學生為研究對象,將實驗用簡訊傳遞給受測者,並以問卷方式檢測廣告效果。研究結果顯示,在實體產品-數位相機方面,問句型標題的廣告效果較其他標題佳,廣告訴求、廣告訊息涉入則無顯著影響,廣告標題、廣告訴求二者,僅於廣告態度的影響上有交互作用;在服務性產品-來電鈴聲方面,廣告標題、廣告訴求、廣告訊息涉入三者,對於廣告效果均無顯著影響,但廣告標題、廣告訴求二者,於廣告認知、廣告態度及購買意願的影響上則有交互作用。最後,本研究也提出若干理論與實務涵義。
The purpose of this study is to examine the influencing factors of short message service (SMS) on advertising effect, including audience's cognition of advertising headlines, appeals of SMS in cell phone and audience's involvement. In a between-subjects experiment, 480 students from two universities in the middle of Taiwan responded to questionnaires designed to measure their perceptions after they received the experimental SMS. The experimental products were digital cameras and ringing tones. The findings indicate that within digital cameras, the advertising effects of question headlines of SMSs are better than other types of headlines. In contrary, within ringing tones, there are no differences on the advertising effects between headlines of SMSs. We also find that there are a few interaction effects between SMS advertising headlines and appeals. Finally, some theoretical, managerial implications and future researches are also discussed.
期刊論文
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2.黃蘭瑛、胡安妮、吳凱琳(2008)。多媒體簡訊行動廣告效果之研究。行銷評論,5(4),481-514。new window  延伸查詢new window
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圖書
1.Belch, G. E.、Belch, M. A.(1999)。Advertising and Promotion: An integrated Marketing Communications Perspective。Singapore:McGraw-Hill Companies Inc.。  new window
2.黃慶萱(200010)。修辭學。臺北:三民書局。  延伸查詢new window
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5.Sherif, M.、Cantril, H.(1947)。The psychology of ego-involvements, social attitudes & identifications。N.Y.:Wiley。  new window
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8.Hovland, Carl Iver、Janis, Irving L.、Kelley, Harold H.(1953)。Communication and Persuasion: Psychological Studies of Obvious Change。Yale University Press。  new window
其他
1.經濟部技術處「科技化服務價值鏈研究與推動計劃」(2009)。2009企業主廣告需求調查」--網路廣告穩居第一,手機廣告最具成長潛力。  延伸查詢new window
2.Maneesoonthorn, C. & Fortin, D.(2006)。Texting behavior and attitudes toward permission mobile advertising: An empirical study of mobile users' acceptance of SMS for marketing purposes。  new window
3.Alexander, M. & Barry, J. B.(2006)。U.S. Consumers‘ Adoption-Nonadoption of Mobile SMS Advertising。  new window
4.顏伯勤(1997)。廣告學,台北:三民書局。  延伸查詢new window
5.邱宇民(2002)。以消費者探討電子郵件廣告之適用性。new window  延伸查詢new window
6.Jugenheimer, D. W. & White, G. E.(1991)。Basic advertising,台北:亞太。  new window
7.Beltramini, R. F. & Blasko, V. J.(1986)。An Analysis of Award winning Advertising Headlines。  new window
8.Hitchon, J.(1991)。Headlines Make Ads Work (Caples, 1979): New Evidence Highlights of the Special Topic Session。  new window
9.Javalgi, R. D., Cutler, B. D. & Malhotra, N. K.(1995)。Print Advertising at the Component Level a Cross-cultural Comparison of the United States and Japan。  new window
10.Young, R. F., James, H. D. & William, R. G.(1981)。The Advertising of Consumer Services and the Hierarchy of Effects, in Marketing of Services,Chicago:American Marketing Association。  new window
11.Gloden, L. L. & Johnson, K. A.(1983)。The Impact of Sensory Preference and Thinking Versus Feeling Appeal on Advertising Effectiveness。  new window
12.Clancy, K. J. & Kweskin, D. M.(1971)。TV Commercial Recall Correlates。  new window
13.Kennedy, J. R.(1971)。How program environment affects TV commercials。  new window
14.資策會FIND網站(20080724)。行動廣告打動年輕消費者的心。  延伸查詢new window
 
 
 
 
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