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Woodson, Glenn J. "Enhancing the effectiveness of ad hoc units a revised training model." Thesis, Monterey, California: Naval Postgraduate School, 2009. http://hdl.handle.net/10945/4665.
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Approved for public release, distribution unlimitedTo meet the personnel shortfalls resulting from the Global War on Terror, the United States Civil Affairs and Psychological Operations Command developed an integrated approach to strength management - of the ad hoc unit. This came at a cost, however, generally in terms of lost efficiency and decreased capabilities to conduct tactical and operational Civil Affairs Operations. This thesis encapsulates fifteen months studying eight United States Army Civil Affairs units who deployed to Iraq as part of OPERATION IRAQI FREEDOM, Rotation 0 - 08. The research objective was to determine if the units were effective and what, if any, changes are needed to improve the training program prior to deployment. The thesis presents a better method for preparing ad hoc units for deployment, and argues that overall unit effectiveness depends upon leveraging time management throughout training, validation, and deployment. By creating a collaborative approach to task management and linking social, cultural, and task cohesion, the Army can more effectively execute pre-deployment training plans for ad hoc units. The thesis also recommends that the Army adopt both a refined training model that augments the Army Training Management Cycle developed in Army Field Manual 7-0, Training the Force and revise the training management program to focus on integrating fulltime collaborative efforts into the training development and execution cycle.
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Hatzifilippidou, Despina. "The effectiveness of a multimedia instrumental method (PMM) on the reading performance of Greek dyslexic-AD(H)D and LD-AD(H)D pupils." Thesis, Brunel University, 2006. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.425142.
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Goble, Mark. "Study into the effectiveness of treating attention deficit hyperactive disorder (AD/HD) with natural therapy interventions." Thesis, University College London (University of London), 2011. http://discovery.ucl.ac.uk/10020645/.
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Bergkvist, Lars. "Advertising effectiveness measurement : intermediate constructs and measures." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics [Ekonomiska forskningsinstitutet vid Handelshögsk.] (EFI), 2000. http://www.hhs.se/efi/summary/531.htm.
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Khoso, Ubedullah. "Investigating the effectiveness of scarcity appeals as a function of culture." Electronic Thesis or Diss., Aix-Marseille, 2020. http://theses.univ-amu.fr.lama.univ-amu.fr/201210_KHOSO_610ltz868cxkrta381dvausl40zmqml_TH.pdf.
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Cette thèse a étudié l'effet de la culture sur l'efficacité des messages publicitaires sur la rareté (forte demande vs. offre limitée) du produit. Nous avons réalisé deux études expérimentales (étude 1: N = 417 ; étude 2: N = 435) incluant toutes deux des participants pakistanais et français. L'étude 1 a montré que (i)qu’un appel à la rareté fondé sur la demande est plus efficace qu’un appel à la rareté fondé sur l’offre dans la culture orientale, alors que l’inverse est observé dans la culture occidentale, (ii)le rôle modérateur de la culture est plus fort pour les produits à haute visibilité que pour ceux à faible visibilité; et (iii)la prévalence d’un concept de soi interdépendant (vs. indépendant) et son impact sur la susceptibilité à l'influence normative et le besoin d'unicité médiatisent le rôle modérateur de la culture. L'étude 2 a examiné le rôle modérateur de la visibilité du produit sur l'efficacité des appels à la rareté via la prévalence culturelle respective des normes sociales injonctives et descriptives. Les résultats révèlent que (i)les normes sociales injonctives et descriptives sont plus saillantes lors de l’achat de produits à forte visibilité plutôt qu’à faible visibilité; (ii)les normes injonctives prévalent sur les normes descriptives dans la culture orientale, tandis que les normes descriptives prévalent sur les normes injonctives dans la culture occidentale; et (iii)la prévalence culturelle des normes injonctives (par rapport aux normes descriptives) médiatise le rôle modérateur de la visibilité des produits sur l'efficacité de l’appel à la rareté qui est plus grande pour les produits à haute visibilité que pour ceux à faible visibilitéThe focus of this dissertation was to examine the impact of culture on the effectiveness of (demand vs. supply-based) scarcity appeal. The hypotheses were tested using an experimental design in two studies (Study 1: N = 417; Study 2: N = 435) including both Pakistani and French participants. Study 1 showed that (i) demand-based scarcity appeal was more effective than supply-based scarcity appeal in Eastern culture, whereas the reverse was found in Western culture; (ii) such moderating role of culture was stronger for high visibility products rather than low visibility products; and (iii) the respective prevalence of interdependent (vs. independent) self and its subsequent impact on susceptibility to normative influence (SNI) and need for uniqueness (NFU) mediated the moderating role of culture. Study 2 examined the moderating role of product visibility on the effectiveness of scarcity appeals through the relative cultural prevalence of injunctive vs. descriptive social norms. Findings revealed that: (i) both injunctive and descriptive social norms were more salient when buying high-visibility rather than low-visibility products; (ii) injunctive social norms prevailed over descriptive social norms in Eastern culture, whereas the reverse occurred in Western culture; and (iii) the cultural prevalence of injunctive (vs. descriptive) norms mediated the moderating role of product visibility on the effectiveness of scarcity appeals, which is higher when product visibility is high rather than low. Key theoretical contributions and managerial implications of these findings are discussed, before addressing new research perspectives
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Ferreira, José Carlos. "CENTRO DE ATENÇÃO PSICOSSOCIAL ÁLCOOL E DROGAS (CAPS-ad): A EX-PERIÊNCIA DOS PROFISSIONAIS DE SAÚDE MENTAL NUMA UNIDADE DA BAIXA MOGIANA." Universidade Metodista de São Paulo, 2011. http://tede.metodista.br/jspui/handle/tede/1299.
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Previous issue date: 2011-10-17The abusive use of psychoactive substances has been subject of concern and a problem faced by public policies almost worldwide. The recognition that such use develops significant economic, social, academic, family, physical and mental health consequences has led authori-ties to create programs that aim to cope with the expansion of this phenomenon. In Brazil, after a period in which the treatment offered to substance abusers was predominantly asylum, there have been changes in the model of care for this population, especially with the imple-mentation of Alcohol, Drugs and mental health services inside the Sistema Único de Saúde - SUS. This study aims to identify and analyze the perceptions of mental health professionals who work in ad-CAPS, the relevance and effectiveness of approaches and techniques they use to serve psychoactive substances users. It also wants to detect the academic and complemen-tary formation of those workers, the nature of the professional relationship established be-tween the team members, the results obtained with the work and the degree of satisfaction of those professionals with the results and identify the representation they have of those users and the degree of confidence in the ad-CAPS proposal. To collect data we used the semi-structured interview technique and the data processing was carried out based on the content analysis of Laurence Bardin technique. The research has shown that professionals do not have enough knowledge to deal with addiction, the team does not work in an interdisciplinary way and that the treatment is carried out randomly and with low efficiency. The representation they have the user is of a sick or victimized person by family and socio-economic circums-tances. It was also found that most professionals have doubts about the adequacy of the ad-CAPS as a proposal to care for alcohol and other drugs users.
O uso abusivo de substâncias psicoativas tem sido objeto de preocupação e alvo de políticas públicas de enfrentamento, praticamente no mundo todo. O reconhecimento de que tal forma de uso acarreta relevantes consequências econômicas, sociais, acadêmicas, familiares e de saúde física e mental, tem levado as autoridades competentes a criar programas que visam a fazer frente à expansão desse fenômeno. No Brasil, após um período em que o tratamento oferecido aos usuários de substâncias era predominantemente asilar, vem ocorrendo mudanças significativas no modelo de atenção a essa população, notadamente com a implantação dos Centros de Atenção Psicossocial Álcool e Drogas, dentro da estrutura do Sistema Único de Saúde SUS. O presente estudo tem por objetivo identificar e analisar a percepção dos pro-fissionais de saúde mental que atuam no CAPS-ad, sobre a pertinência e a eficácia das abor-dagens e técnicas por eles utilizadas no atendimento aos usuários de substâncias psicoativas. Visa também a conhecer a formação acadêmica e complementar desses trabalhadores; a natu-reza das relações profissionais que se estabelecem entre os membros da equipe; os resultados obtidos com o trabalho e o grau de satisfação dos profissionais com esses resultados. Objetiva ainda a identificar a representação que eles fazem desses usuários e o grau de confiança na proposta CAPS-ad. Para a coleta de dados utilizou-se a técnica de entrevistas semi-estruturadas e o tratamento dos dados foi realizado com base na técnica de Análise de Conte-údo de Laurence Bardin. A investigação revelou que os profissionais não têm formação para lidar com dependência química, que a equipe não atua de forma interdisciplinar e que o trata-mento é realizado de forma aleatória e com baixa eficácia. A representação que fazem do usu-ário é a de um indivíduo doente e ou vitimado pelas condições familiares e sócio-econômicas. Constatou-se também que a maioria dos profissionais tem dúvidas quanto à adequação do CAPS-ad como proposta para cuidar dos usuários de álcool e outras drogas.
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Woodson, Glenn J. "Enhancing the effectivenss of ad hoc units a revised training model /." Monterey, Calif. : Naval Postgraduate School, 2009. http://edocs.nps.edu/npspubs/scholarly/theses/2009/Jun/09Jun%5FWoodson.pdf.
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Thesis (M.S. in Defense Analysis)--Naval Postgraduate School, June 2009.Thesis Advisor(s): Simons, Anna ; Greenshields, Brian. "June 2009." Description based on title screen as viewed on July 14, 2009. Author(s) subject terms: cohesion, training model, effectiveness, collaboration, efficiency, management planning and control, interpersonal relations, group dynamics, task forces, teams, ad hoc, case studies, systems approach. Includes bibliographical references (p. 101-104). Also available in print.
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Ho, Pei Yuan, and 何姵緣. "The Interaction Effects of Comparative Ad Intensity and Brand Attachment on Ad Effectiveness." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/f3hj6q.
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碩士長庚大學
工商管理學系
102
The literature has indicated that comparative advertising intensity and brand attachment will have impact on the effectiveness of comparative ads. However, little is known about how is the interaction between comparative advertising intensity and brand attachment, and in order to influence on advertisement. This study addressed this issue using the “resonance effect” from physics. We found that the implicit affection of consumer is as the natural frequency. If the comparative advertising intensity can match the frequency, which is the implicit affection of consumer, and it will obviously have stronger advertising effectiveness. Therefore, this research project is designed three studies to address this issue. To discuss this issue, we use three different kinds of products and advertised brand respectively. Three experimental design is a factorial one with 2 (comparative ad intensity: weak ads vs. strong ads) x 2 (brand attachment: weak attachment vs. strong attachment). Participants were randomly assigned to the weak intensity group or the strong intensity group. According to the participants’ level of attachment to the advertised brand, we separated it into two groups, strong attachment and weak attachment. Study1 initially discovered the interaction of comparative advertising intensity and brand attachment and were having margin of significance to the brand loyalty. Study two added two covariates, and also found that the interaction between comparative advertising intensity and brand attachment will obviously increase the attitude toward brand. Study three verified again the interaction between comparative advertising intensity and brand attachment which will increase the attitude toward brand. Moreover, study three also found that resonance can moderate this interaction to the effectiveness of attitude toward brand.
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Kao, Chih-Hung, and 高志宏. "A Study on WWW Ad Banner Effectiveness Analysis." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/79837066088917547723.
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碩士淡江大學
資訊管理學系
86
The purpose of this research is to indicate some feasible directions onenhancing WWW Ad banners effectiveness. By a literature review, we chose 12stimulus determinants of attention in traditional advertising media asattention-getting techniques and designed Ad banners with various levels ofdifferences respectively. Because the involvement conditions of Internetsuffers can be the moderating roles in the processing of advertising,Personal Involvement Inventory（PII）instrument was administed to acquireInternet suffers'' involvement traits. After experiments and data analysis,first, we discussed the main effect of each stimulus determinant ofattention and examined their feasibility on designing effective Ad banners.Second, we discuss the interaction effect of each stimulus determinant ofattention and involvement condition to know whether there is any differenceon Ad banner effectiveness of stimulus determinants of attention between different involvement conditions. The result exhibits most of the stimulus determinants of attention withvarious levels of differences have significant influences on Ad banners''effectiveness. Then we suggest these stimulus determinants of attention canbe the important principles on forming an effective Ad banner. Especially,the presentation of Ad Banner should not be without the movement determinantand some determinant （ex: position） must be combined with the new mediacharacteristics of WWW. Besides, we provide suggestion onAd Banners designing strategy. At last, in the interaction of determinants and involvement condition,although only minor stimulus determinants of attention interact withinvolvement conditions on Ad banner effectiveness, the WWW suffers''involvement conditions and characteristics should be still considered on designing Ad banners. On the other hand, the majority of stimulusdeterminants of attention of difference levels will make WWW suffersof high involvement condition have significant differences on Ad bannereffectiveness as to those of low involvement condition. To both of them,using of creative Ad executions will maxmize the effectiveness of Adbanners.
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Horng, Jong-Sheng, and 洪忠聖. "THE STUDY ON ADVERTISING EFFECTIVENESS OF COMPARISON PRINT AD." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/46732700461012717741.
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博士大同大學
設計科學研究所
103
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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Vassallo, Chiara. "The effectiveness of ad retargeting in social networking sites." Master's thesis, 2017. http://hdl.handle.net/10400.14/22762.
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Retargeting is a widely used targeting technique that aims to bring back consumers who did not conclude their online purchases, by showing them relevant ads based on their past browsing behavior. Although the broad reach of Social Networking sites (SNS) makes them an ideal platform for retargeting consumers, little is known about the performance of social media retargeting campaigns.
The present dissertation investigates the effectiveness of social media retargeted ads in making consumers progress through the purchasing process. Moreover, the present study aims to assess how two ad features – namely the degree of ad personalization and the offer of a discount – influence the effectiveness of social media retargeted ads, focusing on behavioral retargeting in Facebook, currently the world’s largest SNS. To this end, a descripto-explanatory approach was undertaken, analyzing both secondary data from three Facebook promotional campaigns and primary data collected through two experimental retargeting campaigns.
Results of the study show that Facebook retargeted ads are effective in making consumers progress through the purchasing process, and that highly personalized ads result in lower click-through-rate but higher conversion rate compared to medium personalized ads. Moreover, the offer of a discount increases the effectiveness of Facebook ads for first time visitors, but not for returning ones. From a managerial perspective, this implies that companies should offer discounts only to attract new visitors and invest in Facebook retargeting campaigns, favoring highly personalized ads with no price-promotion.O retargeting/redireccionamento é uma técnica de direcionamento cujo objetivo é atrair de volta os consumidores que não concluíram as suas compras online, ao mostrar-lhes anúncios relevantes baseados nos seus comportamentos de navegação anteriores. Embora o vasto alcance dos sites de redes sociais faz com que sejam uma plataforma ideal para o redireccionamento de consumidores, não existe muita informação sobre o desempenho de campanhas de redireccionamento nas redes sociais. Esta dissertação foca-se na eficácia de anúncios redirecionados nas redes sociais em fazer o consumidor progredir através do processo de compra. Além disso, este estudo pretende avaliar como duas características de anúncios – o grau de personalização de anúncios e a oferta de um desconto – influenciam a eficácia de anúncios redirecionados nas redes sociais, focando-se no redireccionamento comportamental no Facebook. Com esse propósito, foi analisada tanto informação secundária de três campanhas promocionais do Facebook como informação primária recolhida através de duas campanhas de redireccionamento experimentais. Os resultados mostram que os anúncios redirecionados do Facebook são eficazes em fazer os consumidores progredir através do processo de compra e que os anúncios altamente personalizados levam a taxas de clique mais baixas mas a uma taxa de conversão mais elevada em comparação com anúncios de média personalização. Além disso, a oferta de um desconto não aumenta a eficácia de anúncios do Facebook em visitantes que retornam. De uma perspetiva gerencial, isto implica que as empresas deveriam oferecer um desconto para atrair visitantes novos, e investir em campanhas de redireccionamento do Facebook favorecendo anúncios altamente personalizados.
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Chin-Hsiung, Chou, and 周志勳. "A Study of Attitude Toward the Ad as a Mediator of Web Banner Ad Effectiveness." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/81709585192875256319.
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碩士國立臺灣科技大學
管理技術研究所
86
Since advertising on the World Wide Web began in 1994, marketershave asked the same question they ask of other media: Do banner ad actually provide a vehicle for effective communication? To answer this question, this study will analyze attitude toward the ad as a mediator of banner ad effectiveness. In this study, we will focus on these factors: purchase intension, attitude toward the ad, and web banner ad effectiveness. To construct this study, we will use questionnaires to collect dataand construct the model of how banner ad affect consumers'' attitude toward the ad and purchase intersions.
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Chen, Lee-You, and 陳禮猷. "The Influence of Web Virtual Experiences Mix on Ad Effectiveness." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/qqeh2a.
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碩士國立臺北科技大學
商業自動化與管理研究所
93
Nowadays, new consumers put emphasis on the whole process they are experiencing and have experienced; as a result, firms should focus on experience-oriented marketing to satisfy demands of new consumers to experiences. In recent years, using the Internet has become an indispensable activity to modern consumers. While facing a mass of hyperlinks and messages included in websites, the Internet users tend to click or browse issues that they are interested in. However, if the content couldn’t attract their attention, they may stop browsing immediately, especially when they expose to web ads. Therefore, if advertisers could design web ads that fit demands of the Internet users to experiences, they will more effectively increase the ad effectiveness. This study will be divided into two stages. First, follow the previous theory about types of experiences, we classify web experiences into “visual appeal”, “entertaining”, “educational”, “verisimilar” and “community interaction” experiences on the basis of factor analysis; besides, the definition of verisimilar experience is pretty close to virtual experience presented as the concept of the literatures. Second, according to the research of virtual experience by Li et al., subjects exposed to virtual experience preceding both direct and indirect experience are more effective at consumer learning; therefore, the second stage tends to mix virtual with other web experiences to discuss the influence of web virtual experiences mix on ad effectiveness and further use linear regression to analyze importance of every web experience on ad effectiveness. Results show that: (1)Consumers expose to the web ad which provides virtual experience is more significantly effective in influencing attitude to ad and positive change of attitude toward the brand. (2)The richer consumers with goal-oriented behavior experienced from the web ad, the more effectively the web ad influencing attitude toward ad, positive change of attitude toward the brand and purchase intention. (3)Visual appeal, entertaining, educational and virtual experiences will influence consumers with goal-oriented behavior on attitude toward ad and purchase intention. Moreover, entertaining, educational and virtual experiences put a positive impact on positive change of attitude toward the brand.
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Chien, Chia-Wei, and 簡嘉緯. "The influence of Virtual Direct Experience(VDE）, AD Message Appeals, and Virtually Experiential Products on On-line AD Effectiveness." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/64681469787799494601.
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碩士國立臺北大學
企業管理學系
96
In traditional physical advertising channel, firms use advertising message and direct experiences to communication with customers. The message in advertising is capable of affecting customers’ desires for products and their attitudes toward advertising. However, virtual experience is constrained by the Internet that it cannot be completely presented to the internet users. Therefore, sending products experiences in digital way in the Internet is Virtual Direct Experience (VDE）.In addition, different types of products might cause influences on-line AD effectiveness. This study is based on on-line AD effectiveness to examine if the differences of VDE affect on-line AD effectiveness and if different AD appeals influence on-line AD effectiveness. Also, on the basis of VDE, this paper deals with another idea that whether AD appeals and different virtual experiential products influence on-line AD message effectiveness. As a result, there exist interaction effects between above three factors. This research is randomly assigned to one of each experimental manipulation in a 2(High vs. Low VDE）×2(Rational appeals vs. Emotion appeal）×2(High vs. Low virtually experiential products）factorial design. Appropriate products and advertisements for experiment were chosen after three pretests. In the next step, the descriptive statistics, Spearman relation analysis, one-way ANOVA, two-way ANOVA, three-way MANOVA are adopted to testify the assumed hypotheses. In this research, the results indicate that the differences of VDE and AD message appeals will influence on-line AD effectiveness. Besides, under different VDE, AD message appeals and different virtual experiential products have huge impacts on on-line AD effectiveness. This paper aims at proving above assumptions through the experiment to promote the strategies of on-line AD.
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Tseng, Yi-Yun, and 曾依筠. "The Influence of Narrative Structure and Virtual Experience on On-Line AD Message Effectiveness." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/42727448807624103982.
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碩士國立中央大學
資訊管理研究所
97
“Advertisement” has always been one of the most recommended as well as widely used methods of marketing strategy in the industry. In order to effectively enhance the effects brought by the advertisements, the advertising field has been very competitive in designing the most attractive advertisements. Amongst these approaches, a new trend of marketing communication had emerged, “storytelling”. Escalas, Moore, and Edell (2004) claimed advertising in the form of narratives (stories) provides the characters and situations, different emotion with different “plots.” A story that organizes a condition of the world and a person’s relation to it in a particular plot will lead to a particular emotion. Ads that tell stories are able to involve and entertain consumers and, more important, are able to communicate the model how products may be used to create meaning. (Escalas, 1998, 2004b). As technology evolves, the Internet has the ability to serve as a more powerful medium than tradition print or broadcast media (Daugherty, Li, and Biocca, 2008) Thus, the study gives a review on online advertising environment and discussed how high narrative structure (environment with video, text-to-speech voice technology and story) and low narrative structure (environment with pure text and graph display) affect consumer perceptions and the behaviors that follow. This study has conformed and referred models presented by Escalas (2007, 2004a) and Green & Brock (2000), and observed relationship among narrative structure, consumer''s emotions, and ad effectiveness. Meanwhile, it was also attempted to add virtual experience in narrative advertisement, to discuss whether virtual experience affect attitude toward the ad, attitude toward the brand, and purchase intention. This study has selected students as research subject. Through experimental design combined with online questionnaire, which totals 244 questionnaires. The empirical results were validated by using AMOS which conduct a structural estimation model. The findings are: 1.Narrative structure has positive and direct effects on attitude toward the ad, attitude toward the brand, and purchase intention. 2.Narrative structure has indirect effects on attitude toward the ad, attitude toward the brand, and purchase intention through the addition of positive thinking and the reduction of critical thoughts. 3.The increases of virtual experience in narrative advertisement, shortens the difference between high narrative advertisement and low narrative advertisement.
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Wang, Yong-Fong, and 王永豐. "Study of the factors in keyword advertising effectiveness ─ A contextual ad network Google AdSense." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/32991981948374249638.
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碩士大葉大學
資訊管理學系碩士班
100
The Convenient Internet for people to bring a new kind of life and behavior, and Internet search capabilities and access ways for people to gradually rely on, and how to enhance the effect of keyword advertising to attract the target customer has become aimportant issues. Advertisement of the key word (Keyword Advertising) Convenience and the scope become constantly Search engine profit-making for source in the Companies, its greatest characteristic lies in presenting the way and searching the result similarly, have advertisement of networks and speciality of searching the result concurrently. Research this from network result and its relevant influence factor (whether advertisement appear way, layout dispose, ad owner's brand result for instance) Relation among make discussion, by relevant collection of document, derive hypothesis studied to happen, thus the theory way to set up this research. The collection taking network questionnaire as main research materials, adopt letter result degree, factor to analyze and come back to analyze that carries on the examination of analysis.
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Mutabazi, Etienne. "The United Nations ad hoc Tribunals' effectivenesss in prosecuting international crimes." Thesis, 2014. http://hdl.handle.net/10500/14130.
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During the 1990s Yugoslavia and Rwanda were swept by wars accompanied by serious violations of international humanitarian law. Grave and severe crimes wiped away lives and destroyed properties. The United Nations Security Council determined that the violations committed constituted threats to international peace and security, declaring itself empowered to take action. It established international ad hoc criminal tribunals for Yugoslavia and Rwanda with the mandate of prosecuting individuals responsible for those crimes as an enforcement measure under Chapter VII of the United Nations Charter. Investigating the tribunals’ effectiveness enables one to assess whether they achieved the anticipated outcomes based on the tribunals’ mission, goals, and objectives without creating other problems.
The research relies on naturalism and positivism to put the tribunals in a moral and ethical perspective. By examining how the tribunals were established, their objectives, the investigation and prosecution processes, the reliance on guilty plea and judicial notice and the imputation of criminal responsibility by applying joint criminal enterprise and command responsibility doctrines; the study argues that prosecution has not been an effective tool as contemplated by the Security Council.
An analytical and comparative review of various domestic and international legal resources helped to provide an insightful approach for an effective prosecution of international crimes. Credible, legitimate and legal judicial institutions in which professional judges and prosecutors discharge their function independently, impartially and are accountable may achieve justice for the victims of international crimes. Ad hoc tribunals failed to thoroughly investigate and assume the dual role of prosecution. They conveniently used legal procedural tools that fit petty domestic crimes; unfortunately demeaning the magnitude of international crimes of concern. Criminal responsibility was mostly imputed without properly scrutinising the legality, extent, actual participation and guilty mind of the alleged perpetrators. Effectiveness should be a value assessment. Imposed and overburdened ad hoc tribunals are inappropriate and should be abandoned.Public, Constitutional, & International
LLD
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Chen, Zhi-Xian, and 陳志賢. "An Empirical Study of Attitude Toward the Ad as a Mediator of Comparative Advertising Effectiveness." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/09968773539504763428.
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碩士國立台灣工業技術學院
管理技術研究所
85
Comparative advertising is common used in US. The Federal Trade Commission gives its support because FTC thinks that this kind of advertisements are informative. As a result, people tend to believe that comparative advertising is more effective than its noncomparative counterpart. Yet past studies that employed Hierarchy of Effects Model with laboratory experimental design didn''t confirm the superiority of comparative advertising. This study add brand cognition and attitude toward the ad into Hierarchy of Effects Model to explore the role of attitude toward the ad as a mediator of comparative advertising effectiveness. In addition, consumers'' product involvement and thinking/feeling are included as extraneous variables. This study shows that explicit brand comparative advertising enhances the causal relationship between brand attitude→purchasing intention. MacKenzie, Lutz & Belch''s four alternative models of how attitude toward an ad mediates advertising effectiveness are compared using LISREL analyses. It is found that affect transfer hypothesis(ATH) has the lowest GFI, whereas dual mediation hypothesis(DMH), reciprocal mediation hypothesis(RMH) and independent influences hypothesis(IIH) have approximately the same GFI. A modified model base on IIH is proposed where brand attitude influences attitude toward the ad, and attitude toward the ad influences purchasing intention. When the two factors in FCB model- consumers'' product involvement and thinking/feeling- are considered, DMH is the optimal model among the four alternative models in the high product involvement segment and the thinking segment. On the contrary, IIH is the best model in both the low product involvement segment and the feeling segment.
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Chou, Huey-Jen, and 周惠珍. "A Study of Web Banner Advertising Effectiveness :The Effect on Ad Size and Information load." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/84534403673694134657.
Full textAbstract:
碩士國立交通大學
經營管理研究所
87
ABSTRACT The Main objective of this research is to investigate the web banner ad effect that consist of the "attitude toward advertising", "attitude toward brand", "recalls of advertising", "click and buying intention" under different variables : "ad size (big/small)", "information load (six levels) ", "need for cognition (high/low)", "product involvement (high/low)". The study utilized a 2’6 factorial experimental design. "Personal Computer" is selected as an experimental product on a pretest in producing the target product. We made proper questionnaire to investigat the students in the Chiao Tung University, and collected 240 valid samples. Analyzing the data by MONOVA statistic method, the major findings are: 1. Big banner ad effect is significant higher than small one on attitude toward advertising, recall of advertising information, and click & buying intention. 2. Information load on banner ad effect has significant difference on attitude toward advertising. And the effect of 2-3 level banner ad''s information load is significant higher than that of 6 level. 3. There is significant interaction effect between ad size and information load toward brand attitude. 4. Need for cognitive and product involvement have significant difference on attitude toward ad, brand attitude, click & buying intention. But the interaction effects within them are not significant. It tells us that the variables only have little mediated effect. 5.As a whole, the banner effect on attitude toward advertising and brand, click & buying intention is better than that on recalls of advertising information. Keywords : Internet, WWW, banner ad, Advertising effect on the Internet, Ad Size, Information Load, Internet Marketing
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Winkler, Vanessa Kerstin. "Green advertising : the effect of emotional and functional claims on ad effectiveness and behavioural intentions." Master's thesis, 2021. http://hdl.handle.net/10400.14/35690.
Full textAbstract:
The discrepancy between consumers’ pro-environmental attitudes and green purchase behaviour illustrates the necessity to improve the marketing communication of green products’ value proposition. However, academic knowledge on the advertising effectiveness of different green ad appeals and the role of green involvement, particularly regarding mixed functional and emotional green ad appeals, remains scarce. Therefore, this research aims to understand which ad appeal, functional, emotional or their combination most strongly increases advertising effectiveness and behavioural intent as well as the role of consumers’ green involvement for consumers’ response. Additionally, it investigates how ad effectiveness variables predict behavioural intent. For this, a 2x3 factorial experiment based on a convenience sample, with 327 participants, examined the effectiveness of argument strength, individually and with social and moral emotional appeals, and the moderating role of green involvement. Findings revealed that argument strength increases advertising effectiveness primarily for medium involved consumers, whereas a social emotional appeal increases behavioural intent regardless of consumers’ green involvement, providing evidence for the latter as the superior ad appeal. However, there was no significant combined effect of a functional and emotional ad appeal. Consumers’ behavioural intent was found to be much more driven by the anticipated warm glow from the purchase than by green utilitarian benefits. Implications for scholars and managers are discussed.A discrepância entre as atitudes pró-ambientais dos consumidores e o comportamento de compra de produtos sustentáveis ilustra a necessidade de melhorar a comunicação comercial da proposta destes. Contudo, os conhecimentos académicos sobre a eficácia publicitária dos diferentes apelos publicitários sustentáveis e o papel do envolvimento sustentável, particularmente no que diz respeito aos estímulos publicitários mistos (funcionais e emocionais), continuam a ser escassos. Por conseguinte, esta investigação visa compreender qual o apelo, funcional, emocional ou a sua combinação, que aumenta mais fortemente a eficácia publicitária e a intenção comportamental, bem como o papel do envolvimento sustentável dos consumidores na resposta aos mesmos. Investiga ainda a forma como as variáveis de eficácia publicitária preveem a intenção comportamental.Uma experiência factorial 2x3 baseada numa amostra de conveniência, com 327 participantes, examinou a eficácia da força do argumento, individualmente e com apelos emocionais sociais e morais, e o papel moderador do envolvimento sustentável. Os resultados revelaram que a força do argumento aumenta a eficácia da publicidade principalmente para os consumidores envolvidos a médio prazo, enquanto que um apelo emocional social aumenta a intenção comportamental independentemente do envolvimento sustentável dos consumidores, fornecendo evidência de que este último é o apelo publicitário superior. Contudo, não houve um efeito combinado significativo de um apelo publicitário funcional e emocional. Verificou-se que a intenção comportamental dos consumidores foi muito mais impulsionada pelo “warm glow” antecipado da compra do que pelos benefícios utilitários sustentáveis. As implicações para académicos e gestores são discutidas.
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Wu, Shu-Yu, and 吳淑玉. "A Study of Effectiveness of Altruism/ Self-Interest Green AD Appeal：Moderating Effect of Environmental Knowledge." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/91933182593471239702.
Full textAbstract:
碩士淡江大學
國際商學碩士在職專班
98
With the economic development of mankind, leading to global warming is continuing and global warming will bring about many of the disasters on Earth, such as storms, droughts, heat waves and floods. Thus, we must face up to global warming will bring about the survival of the Earth''s threat. So Government have to actively promote energy conservation and reduce carbon emissions policy, it will help firms and consumers pay more attention to environmental protection. Therefore, the firms how to promote green products has become a priority, and how to make use of green advertising to consumer communication and aspirations, it is also worth to explore. So this study was to use a different type (altruism / self- interest) Green advertising appeals, to explore what can generate better advertising effectiveness; In addition, this study was also explore the environmental knowledge as a moderator to measure whether the different types (altruism / self- interest) Green advertising appeals of advertising effectiveness, and this study used the advertising attitude, brand attitudes, and purchase intentions to measure advertising effectiveness. We applied Experimental Design to analyze the valid response data. The major findings of this study were as follows: (A)Altruism and self-interest green advertising appeal is influential, especially in the advertising effectiveness of advertising attitude and brand attitude. (B)Due to most of consumers when they want to buy a car, their car information from the TV commercial and newspapers or magazines, so we advise Auto companies have to use TV commercial and newspaper or magazines frequently, and make different kinds of Green advertising appeal. (C)From this study, we found that relatives and friends recommend have strong strength, so we advise auto companies can use relatives and friends recommend strength, sometime, hold an activity.
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Ho, Meng-Shou, and 何孟修. "A Study of Effectiveness of Rational/Emotional Green Ad Appeal-Moderating Effect of Green Lifestyle." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/28183560243015813676.
Full textAbstract:
碩士淡江大學
國際貿易學系國際企業學碩士班
97
Recently, the problem of global warming is more serious. Many governments lead the green movement–conserve energy and reduce carbon emission. Followed by this sense of green has come. The consumers had gradual concerned about green attitude of product and contributed to environmental protection. For firm, developing environmental friendly products, finding out target customers, and using effective marketing communicating tools are the key to win in green market. Therefore, this study aimed at environmental friendly product–green laptop, targeting variable–green lifestyle, marketing communicating tool–green ad, and discussed the effectiveness of rational/emotional green ad appeal, then used green lifestyle as moderating variable. This study applied MANOVA to analyze the response data. Independent variables are rational/emotional ad appeals and green lifestyle. Dependent variable is ad effectiveness. Moderating variable is green lifestyle. The results of this study were as follow: 1.There is different between the effectiveness of rational/emotional ad appeals. Besides, the effectiveness of emotional ad appeal is better. 2.There is different among the ad effectiveness of green lifestyle groups. Besides, the ad effectiveness of green purchasing and promoting group is better. 3.Green lifestyle is not moderating the effectiveness of rational/emotional ad appeals.
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Kuo, Kaiting, and 郭凱婷. "The Impact of Television Advertising Music Types in the Different Ad Involvement on Advertising Effectiveness." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/45249716162413399511.
Full textAbstract:
碩士明志科技大學
視覺傳達設計研究所
100
In TV commercial, “music” has always played a rather critical role, and a lot of advertisers would invest a huge amount of budge to produce commercial music, in the hope that it can have achieved favorable advertising effect. However, the so-called “persuasive effect” as noted in modern advertisement has been considered as low-involvement learning effect and the extent of message involvement by consumers would, in a great extent, affect whether the advertising effect would be sound or not. This study has made use of experiment of between-subject design to conduct the manipulation of two independent variables as “music style of TV commercial” (background music and theme music) and “degree of advertisement involvement” (low involvement and high involvement) to examine the impact of corresponding variable as advertising effect. Based on the designation of Foote, Cone, and Belding grid (FCB Grid) (Vaughn, 1980; 1986), four respective copies of rational and emotional TV commercials are chosen from the type of low-involvement product as the commercial samples for experiment test. As a whole, the experiments would be classified into four different scenarios, and an aggregate sum of valid 153 questionnaires are obtained (female 86 copies, and male 67 copies), while mixed design two-way ANOVA is used as the verification method for the corresponding variables. This study would, at the end, base on its experimental results, and build up path model regarding impact of music style and advertising involvement on advertising effect, with four major prominent results concluded: 1. advertising involvement of consumer will create impact on advertising effect, while low-involvement advertisement will fare better than that of high-involvement; 2. music style of TV commercial will create impact on advertising effect, while the background of theme music will fare better than the advertisement of background; 3. the theme music of TV commercial will help enhance the advertising attitude, brand attitude, and willingness of purchase of low-involvement advertisement; 4. the background music of TV commercial will help enhance the brand attitude of those high-involvement advertisement. The use of music for TV commercial can render merchandise to have morel interaction with consumer, and such vivid and lively way of message transmission can, as well, help consumer to appreciate the advertising content and merchandise feature, guiding consumer to under the sentiment and atmosphere the commercial would like to convey. As such, it can also be conducive to stimulate consumer to devote greater attention, making the merchandise advertised to obtain better advertising effect.
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Jen, Su-Hui, and 任素慧. "A Study of Effectiveness of Rational and Emotional Green AD Appeal Moderating Effect of Environment Knowledge." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/63022152168407872592.
Full textAbstract:
碩士淡江大學
國際商學碩士在職專班
98
Purpose/ design/methodology/approach – This research make us of SPSS 12.0 statistic software applications as analysis toolsets, joining uses descriptive statistics, Reliability analysis, Pearson’s Correlation Analysis, Multivariate Analysis of variance, and t test to research and examine various green advertisement and their corresponding consumer reactive response. Based on selective consumers’ environmental awareness mindset, to study different environmental knowledgeable consumer groups with matching preference green advertisement. To determine whether green advertisement will have conflicting response to various environmental knowledgeable groups of consumer. Findings – This research has three major conclusion summary statements: 1.Perceptual advertisement has stronger influential affect than rational advertisement. 2.In order to receive best green advertisement communication feedback, need to attention focus target audience on high environmental knowledgeable consumer groups on marketing delivery. 3.Environmental knowledgeable variance does not affect results, does not affect rational and perceptual advertisement response.
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Aleksandrova, Oleksandra, and 艾永俐. "The Effect of Ambient and Traditional Advertising on Advertisement Effectiveness: Brand Familiarity and Ad Repetition as Moderators." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/18380514219429399284.
Full textAbstract:
碩士文藻外語大學
國際事業暨文化交流研究所
103
Due to increasingly high levels of advertising clutter, it is becoming more and more difficult for traditional advertising to attract and hold consumers’ attention. In order to break through the clutter of competing ads and reach their target audiences, many advertisers have begun to consider other, less conventional methods of communication. One of those methods which have gained popularity within past years is ambient advertising – a creative form of out-of-home advertising which aims to grab the attention of consumers by evoking surprise. To achieve a better understanding of this innovative method, this study sets out to examine how ambient advertising compares to the traditional out-of-home advertising in terms of their effect on consumers’ attitudes and purchase intentions. Furthermore, this research aims to investigate how brand familiarity and the level of ad repetition influence the effectiveness of ambient advertising. To achieve these objectives, the study used two laboratory experiments with 408 participants in total. The results revealed that the participants who were exposed to the ambient ads instead of traditional ones showed more positive attitudes toward the advertisement and a greater intention to purchase. Additionally, ambient ads led to more favorable attitudes toward unfamiliar brands than typical out-of-home ads. The research found no significant effect of repetition on the performance of ambient and traditional ads. Furthermore, although the ads for familiar brands generally were more effective, brand familiarity did not the moderate the effect of repetition on ad type – advertisement effectiveness relationships. The findings on how brand familiarity influences the relationship between ad type and brand attitude were mixed.
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Lin, Mei-Yin, and 林美吟. "A Study of Effectiveness of Altruism/Self-Interest Green AD Appeal: Moderating Effect of Green Life Style." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/03038920868384017453.
Full textAbstract:
碩士淡江大學
國際貿易學系國際企業學碩士班
97
Due to the global warming becomes seriously, everyone set off the Green Life wave. From consumers, the government and firms, each person is committed to green consumption. So many marketers investigate the green market potential unlimited, they launch variety of Green Advertising Appeals to attract consumers’ attention. The study used common structures：Advertising Attitude、Brand Attitude、Purchasing Intention to measure Advertising Effectiveness, and to discuss the Altruism/Self-Interest Green Ad Appeals how to effect the Ad’s Effectiveness. Consumers having different environmental values and life styles have different eco-consumption behavior (Fraj and Martinez, 2006), so the study also discussed different Green Life Styles consumers how to make their Ad’s Effectiveness difference, and at the same time, the study took the Green Life Styles as a moderator to measure whether the Ad’s Effectiveness between different types Green Ad Appeals and different Green Life Styles is different or not.We applied Experimental Design to analyze the valid response data. The major findings of this study were as follows: 1、Green Ad Appeals did produce the better Ad Effectiveness, especially significance in Ad Attitude and Brand Attitude. 2、We can truly take Green Life Styles as an effective segmentation variable.
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Trivedi, Rohitkumar, and T. Teichert. "The effect of ad smiles on consumer attitudes and intentions: influence of model gender and consumer gender." 2019. http://hdl.handle.net/10454/16876.
Full textAbstract:
YesFirms widely use smiling models to create a positive background setting for advertisements. This study assesses the various effects of smiling in print advertisements across different stages of consumer decision-making, while also considering interaction effects between the genders of models and viewers. Empirical evidence comes from 175,647 consumer evaluations of 421 real advertisements across a broad spectrum of product categories (22). Beyond gender, a smiling model not only effects a positive attitude change but also influences a product's integration into a relevant set and a consumer's purchase intention. For female consumers, a smiling model of the same gender exerts a greater influence on positive brand attitude change and on purchase intention. Advertisers should avoid using non-smiling male models when targeting female consumers. In contrast, smiling models of both genders can positively influence male consumer reaction, while use of a female model should be avoided during the early stages.
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Tseng, Wei-Chih, and 曾威智. "A Study of the Nostalgic/Non-nostalgic AD Effectiveness with Different Involvement of Products: Moderating Effect of Nostalgia Proneness." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/qv38sq.
Full textAbstract:
碩士淡江大學
國際貿易學系國際企業學碩士班
94
People always treasure something after they lose it. Nowadays, people are becoming increasingly uncertain and anxious about the future, many marketers and advertising company are encouraging consumers to "return to the pasts." With the rise of nostalgia in the popular culture, we could see more and more nostalgic Ads being broadcasted. The study used four kinds of Advertising Attitude Mediate Models (Lutz, Mackinzie, Belch 1982) to measure Nostalgic Ads with different involvement of products, while trying to find out which model fits nostalgic Ads the most. Nostalgia proneness is a potential fact of individual character, so it may vary among consumers (Holbrook 1993; 1994). The study took Nostalgia Proneness as a moderating variable to measure whether the nostalgic Ads’ effectiveness between people who are in high and low nostalgia proneness is different or not. We applied SEM to analyze the valid response data. The major findings of this study were as follows: 1. The nostalgic Ads did affect people’s purchasing intention much easier than non-nostalgic Ads, especially significant in products with low involvement. 2. We can truly take Nostalgia proneness as an effective segmentation variable.
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Chen, Nai-Ching, and 陳乃菁. "Discussion of attitude toward the ad and advertising effectiveness in social network sites—the influence of position, type and mechanisms." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/99776b.
Full textAbstract:
碩士國立中山大學
資訊管理學系研究所
103
Social network sites (SNS) is now one of the most frequently used site for internet users, people use SNS for interacting with community members and passing messages. Among them, Facebook is the largest SNS in the world, and has more than 1.4 billion members currently. However, internet advertising is everywhere, SNS also filled with many kinds of ads inevitably. But the essence of SNS is to provide users with a platform for interacting, too much advertising would cause users feel disturbed and annoying. Therefore, this study explore the factors that influencing the attitude toward the ad in the SNS, and examine its advertising effectiveness. In addition, this study also seek to create a more acceptable advertising model and mechanism for SNS users. We use Facebook as SNS research platform, factors that influencing attitude toward the ad contain advertising position, advertising type, perception of position selection mechanism and perception of social recommendation mechanism. Advertising effectiveness is measured by click intention, and also investigate the moderating effect of two mechanisms. In this study, 3 × 2 experimental design is used, namely three different advertising positions with two different types, the remaining constructs are measured by Likert 7-Level scale. Experimental method is to design a simulation Facebook site and present variety of ads on it. Finally, a total of 337 effective questionnaires were collected, and use ANCOVA and structural equation modeling for data analysis. The results show that advertising position, advertising type, interaction of position and type, perception of social recommendation mechanism all have significant impact on attitude toward the ad, and attitude toward the ad also has a positive effect on click intention, but perception of position selection mechanism has no impact on attitude toward the ad and click intention.
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LAN, MING-YIN, and 藍敏尹. "The Influence of Vitrual Direct Experience (VDE), Degree of Digitalization of Experiential Attributes ,and Brand Awareness on On-Line AD Message Effectiveness." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/60445397532203358805.
Full textAbstract:
碩士國立臺北大學
企業管理學系
93
In traditional physical advertising channel, firms use advertising massages and direct experienct(DE) as two common sources of information to communicate with consumers about products. Advertisng has been found to be superior at communicating search attribute beliefs and DE has been found to be superior at fostering experiential attribute beliefs. The Internet has created a new communication environment for advertising campaigns. If we use these two ways that mention above to commuiate with Internet users about products, one of these two ways—DE will be somewhat limited, particularly in relation to experience products. But the Internet technology offers firms to digitalize experiential attributes in multimedia formats that we called vitrual direct experience(VDE) and that’s one of the key advantages of on-line advertising over traditional advertising. However, there are still questions about whether VDE can provide similar ad message effectiveness an DE. In addition, brand awareness is another important factor affecting Internet user’s decision. Consequently, this study takes the on-line AD message effectiveness as main object to explore the subjects as follows: Will VDE affects on-line AD message effectiveness? In VDE based, whether degree of digitalization of experiential attributes and brane awareness affect on-line ad message effectiveness? Does there exist interaction effects between the three factors? The subjects are randomly assigned to one of each experimental manipulation in a 2 (VDE vs. no—VDE )×2 (high vs. low degree of digitalization of experiential attributes)×2 (high vs. low brane awareness) factorial design. After three times of pretest to choose appropriate experiment products the descriptive statistics, Spearman relation analysis, regression analysis , T-test, one-way ANOVA, two-way ANOVA, three-way ANOVA, and three-way MANOVA are used to testify the proposed hypotheses. The vaid samples are 240. Results support that on-line ads employing VDE are more effective than on-line ad alone. Furthermore, the results indicate that there are part of differences between the on-line ad message effects of VDE based upon the proportion of digitizable of experiential attributes and brane awareness. But there do not exist interaction effects between the three factors.
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Wu, Chi-Ling, and 吳奇玲. "The Influence of the Match-up between Sponsor Events and Sponsors and the Correlations between Spokespersons and Sponsor Events on Ad Effectiveness." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/70449865901583937393.
Full textAbstract:
碩士雲林科技大學
商管專業學院
98
The research uses the experiment method focusing on functional sponsor events and charitable sponsor events to investigate the impact on the advertisement effect by the consistency between the sponsor and the event and the consistency between the celebrity endorser and the event. Therefore, there are total 4 groups in the factor design which are two types of sponsors x 2 types of celebrity endorsers. Experiment one focuses on functional sponsored events. Result of the research shows that consistency between the sponsor and the event has a significant impact on the attitude toward the advertisement, attitude toward the brand and purchase willingness. Consistency between the celebrity endorser and the event has a significant impact on the attitude toward the advertisement while the consistency between the celebrity endorser and the event does not have any significant impact on the attitude toward the brand and purchase willingness. Both consistency between the sponsor and the event and consistency between the celebrity endorser and the event do not have any significant interaction on the attitude toward the advertisement, the attitude toward the brand and purchase willingness. Moreover, on the three aspects, the attitude toward the advertisement, attitude toward the brand and purchase willingness, it all shows that consistency between the sponsor and the event with consistency between the celebrity endorser and the event have the best effect, followed by consistency between the sponsor and the event with the inconsistency between the celebrity endorser and the event, inconsistency between the sponsor and the event with consistency between the celebrity endorser and the event, and inconsistency between the celebrity endorser and event with inconsistency between the sponsor and the event. Experiment two focuses on charity sponsor events. Result of the research shows that consistency between the sponsor and the event has a significant impact on the attitude toward the advertisement, the attitude toward the brand and purchase willingness. Consistency between the celebrity endorser and the event has a significant impact on the attitude toward the advertisement, the attitude toward the brand and purchase willingness while both the consistency between the sponsor and the event and the consistency between the celebrity endorser and event do not have significant interactional on the attitude toward the advertisement, the attitude toward the brand and purchase willingness. Moreover, on both the attitude toward the advertisement and the attitude toward the brand , it shows that the effect of using the consistency between the sponsor and event with the inconsistency between the celebrity endorser and the event is the best, followed by the inconsistency between the sponsor and the event with the inconsistency between the celebrity endorser and the event, consistency between the sponsor and the event with the consistency between the celebrity endorser and the event, and inconsistency between the sponsor and the event with the celebrity endorser and the event. On the aspect of purchase willingness, it shows the consistency between the sponsor and the even with the inconsistency between the celebrity endorser and the event has the best purchase wiliness, followed by the consistency between the sponsor and the event with the consistency between the celebrity and the event, inconsistency between the sponsor and the event with the inconsistency between the celebrity endorser and the event, inconsistency between the sponsor and the event with consistency between the celebrity endorser and the event.
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Ettmüller, Nina Sophie. "The influence of media context on the effectiveness of podcast advertising." Master's thesis, 2021. http://hdl.handle.net/10400.14/34271.
Full textAbstract:
Advertising in Audio Podcasts has gained huge popularity in the last years. However, education
on how to advertise effectively on Podcasts is still at an early stage. A high effectiveness
of advertising is only achieved when an advertisement is placed and consumed in the
appropriate media context. The placement and its effectiveness are a topic that still needs to
be researched intensively in this regard. The ad-context congruence, the correspondence of
theme and image between a brand being advertised and a podcast episode are explored more
intensively in this work. These are common criteria used for the selection of advertising
contexts.
For the purpose of a deeper investigation of this topic, two experimental online surveys were
realised. Here, either the thematic congruence or the image congruence and their advertising
effectiveness were examined. Audio sequences of German podcast episodes were played to
the panel participants. Fictitious podcast advertisements were inserted into these. These advertisements
contextually fitted the episode either very well or not at all. After participants
have been exposed to one audio sequence, advertising effectiveness was measured by the
variables brand recall, brand recognition and attitudes towards the brand.
Brand recall and brand recognition were higher in percentage terms for the thematic and
image congruent condition. However, the study did not yield statistically significant results
for these variables. Nevertheless, experiments demonstrate that thematic but also image congruence
had a strong and statistically significant impact on attitudes towards the brand. In
both experiments, the congruent condition was able to trigger a much more positive evaluation
of the brand than the non-congruent one.Nos últimos anos, a publicidade em Podcasts áudio ganhou uma enorme popularidade. Noentanto, a formação para anunciar eficazmente em Podcasts está ainda na sua fase inicial. Só é possível alcançar um alto nível de eficácia publicitária se uma publicidade for colocada e consumida no contexto de media adequado. A colocação e eficácia é um tópico que ainda precisa de ser intensamente pesquisado neste âmbito. A congruência do contexto publicitário, assim como a correspondência entre o tema e a imagem da marca que está a ser publicitada e o episódio do Podcast em causa, são explorados de forma mais aprofundada neste trabalho. Estes são os critérios mais comuns usados para selecionar os contextos publicitários. Foram conduzidas duas sondagens experimentais online, com o intuito de aprofundar a investigação neste tópico. Através delas, foram examinadas a congruência temática ou a congruência de imagem, assim como a eficácia publicitária. Foram reproduzidas sequências de áudio de Podcasts alemães para que os participantes dos painéis as escutassem. Durante a reprodução, foram inseridos anúncios de Podcast fictícios. O nível de adequação destes anúncios ao episódio variava entre “muito adequados” e “nada adequados”. Depois de os participantes terem sido expostos a uma sequência de áudio, foi medida a eficácia publicitária do anúncio através das variáveis respeitantes à memória de marca, reconhecimento de marca e atitude perante a marca. A memória de marca e o reconhecimento de marca obtiveram mais pontos em termos percentuais quando se verificavam condições de congruência temática e de imagem. No entanto, o estudo não providenciou resultados estatisticamente significantes para estas variáveis. Não obstante, as experiências demonstras que a congruência temática – e também a de imagem – tem um impacto estatístico significativo nas atitudes perante a marca. Em ambas as experiências, a condição de congruência conseguiu desencadear uma avaliação muito mais positiva da marca quando comparada com uma condição de incongruência.
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Albuquerque, Alexandra Marina Nunes. "O Ciclo Vicioso do Satisfatório na Gestão de Terminologia em Contexto Empresarial: problemas e oportunidades." Doctoral thesis, 2015. http://hdl.handle.net/10362/15318.
Full textAbstract:
É objetivo geral deste trabalho perceber o modo como as empresas gerem as terminologias e as línguas de especialidade em contextos de comunicação multilingues, especialmente quando mediada por tradução.
Com base num suporte teórico da Terminologia aplicada à tradução e, sempre que necessário, dado o teor interdisciplinar do tema, em pressupostos da Gestão e da Tradução especializada, desenvolvemos a pesquisa no âmbito de um quadro metodológico descritivo, sustentado em vários métodos qualitativos e quantitativos de recolha primária e secundária de dados.
Temos, por pano de fundo, um cenário aparentemente paradoxal. Por um lado, para os clientes (empresas e consumidores), a língua é vista como um ativo e um recurso funcional e de apoio: serve como meio para atingir um objetivo, não é o objetivo em si. Do outro lado, da indústria da língua, a língua é matéria-prima e o bem final, ou seja, é o objetivo, o seu produto final, pelo que a preocupação com a qualidade linguística é muito maior.
A investigação foi desenvolvida em dois ciclos de pesquisa. No primeiro, o trabalho centra-se na língua portuguesa, como língua de chegada, no mercado global da tradução especializada da CPLP, do qual apresentamos um contorno possível.
No segundo ciclo, descrevemos a forma como as línguas são geridas nas empresas internacionalizadas, com destaque para a prática de tradução empresarial ad hoc – e discutimos o status quo da gestão terminológica na generalidade das empresas. Mais do que apontar falhas, apesar de termos identificado a terminologia como um dos fatores críticos do processo, tentamos perceber a causa do ciclo do satisfatório mantido nas empresas, que os melhores argumentos e estudos dos agentes da indústria da língua, nomeadamente da terminologia, não têm conseguido mudar.
Numa abordagem, sempre que possível, abrangente e integradora à questão, tentamos desmistificar a clivagem entre fornecedores e clientes e a ideia tout court de más-práticas das empresas, vendo-as à luz das políticas linguísticas da Comunidade Europeia, mas também das caraterísticas da sociedade global do conhecimento. Aí identificamos algumas oportunidades, que exigem não só o investimento da cultura empresarial, mas também uma atitude mais pró-ativa dos agentes da Terminologia, de forma a agilizar o processo de mudança baseado na educação para a qualidade. Deste modo, pensamos ser mais fácil criar uma “cultura favorável” à gestão de terminologia, e à qualidade da língua de especialidade em geral, baseada na confiança e na competência, com atitudes e comportamentos cooperantes ao nível de todas as partes interessadas.
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Martins, Mariana Vieira Alvares. "Going viral : how does viral online video content and specific features influence attitudes toward the brand?" Master's thesis, 2012. http://hdl.handle.net/10400.14/12957.
Full textAbstract:
Watching videos online has become an ordinary activity, which brands and advertising
agencies have been progressively incorporating into their strategies through viral marketing
campaigns. Furthermore, it has been verified that to induce consumers to pass-along, viral
online video advertisings tend to rely on the use of increasingly provocative content. Still,
few experimental researches have examined underlying processes and responses evoked by
this feature. In order to fill this void, experimental research, progressed online, was
conducted, in which the effects of this strong appeal in forward intentions, advertising
processing, brand memorability and purchase intentions are examined. Results insinuate that
online videos comprising higher levels of perceived provocation appear to stimulate a higher
pass-along probability, more complex formulations of ad related emotions and feelings and
better brand memorability. Moreover, it appears also to affect attitudes toward the brand.
Nevertheless, limits exist to the manner in which provocation can be portrayed. This study
discriminates conditions under which managers can envisage to effectively use such powerful
appeal while maximizing viral marketing potential gains.Regarder des vidéos en ligne est devenu une activité ordinaire que les marques et les agences de publicité ont progressivement intégré dans leurs stratégies à travers des campagnes de marketing viral. En outre, il a été vérifié que pour inciter les consommateurs à passer des messages, les campagnes virales en format de vidéo s'appuient sur l'utilisation d'un contenu de plus en plus provocateur. Pourtant, peu de recherches expérimentales ont examiné les processus sous-jacents et les réponses évoquées par ce contenu. Afin de combler ce vide, une recherche expérimentale a été menée en ligne, où les effets de cette forte attractivité dans les intentions de l'envoyer, les procès d'évaluation des messages, la mémorisation de la marque, et les intentions d'achat ont été examinés. Les résultats insinuent que les vidéos comprenant des niveaux plus élevés de provocation stimulent les consommateurs à les partager, ils formulent des émotions et des sentiments plus complexes et améliorent la mémorisation de la marque. De même, ces vidéos semblent influer les attitudes envers la marque. Néanmoins, il existe des limites pour la manière dont la provocation peut être représentée. Cette étude discrimine les conditions dans lesquelles les managers peuvent envisager d'utiliser efficacement un attrait si puissant, tout en maximisant les gains potentiels de commercialisation virales.
Assistir vídeos online tornou-se uma atividade comum, que diversas marcas e agências de publicidade têm vindo a incorporar nas suas estratégias de marketing em forma de campanhas de marketing viral. Além do mais, foi verificado também que, para induzir os consumidores a disseminar mensagens publicitárias, estas tendem a incluir conteúdos progressivamente mais provocantes. No entanto, poucas pesquisas experimentais têm examinado os processos subjacentes e as respostas evocadas por esta tendência. Assim sendo, para preencher esta lacuna existente na presente literatura, uma experiência on-line foi realizada, na qual foram examinados os efeitos deste forte estímulo em intenções de partilhar o conteúdo, no processamento da mensagem, na memorização da marca e nas intenções de compra. Os resultados obtidos revelam que vídeos com níveis de provocação relativamente elevados tendem a ter uma maior probabilidade de serem partilhados, evocam emoções e sentimentos mais complexos, e ajudam a memorização da marca. Além disso, parecem também afectar atitudes face à marca em questão. No entanto, existem limites na forma como a provocação deve ser representada. Este estudo discrimina condições sob as quais tais estímulos podem ser utilizados eficazmente maximizando assim potenciais ganhos provenientes das campanhas de marketing viral.