Dissertations / Theses on the topic 'The influence of advertising on demand'
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Sherrer, Mary T. "Determining Demand for Help-Wanted Advertising." Thesis, Virginia Tech, 2002. http://hdl.handle.net/10919/9703.
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The purpose of this thesis is to investigate how the price of advertising space affects the demand for help-wanted advertising. To do so, this thesis develops and estimates an econometric model to explain and predict the demand for help-wanted advertising placed in a newspaper. For the most part, economic theory and the literature suggest that basic economic and demographic factors explain the demand for help-wanted advertising. The literature and empirical studies confirm an inverse relationship exists between unemployment rates and help-wanted advertising. This thesis confirms these findings using firm specific data for a major metropolitan newspaper. Surprisingly few other studies explore whether the price for advertising is also an important determinant of demand. My model includes both unemployment data and average price of help-wanted ads and finds that price is an important determinant for the demand for help-wanted advertising. Closer scrutiny of these relationships should remove some of the uncertainty associated with what now appears to be a volatile demand.Master of Arts
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Фалілеєва, Дар'я Миколаївна. "Методи оцінки впливу рекламних кампаній на попит." Bachelor's thesis, КПІ ім. Ігоря Сікорського, 2021. https://ela.kpi.ua/handle/123456789/45243.
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Дипломна робота містить: 111 с., 9 табл., 32 рис., 2 дод. та 28 джерел.
Об’єктом дослідження є дані про частку продажів бренду на ринку, рекламні рейтинги бренду та його конкурентів за 2016-2021 роки.
Предметом дослідження є методи побудови моделі для прогнозу з використанням нейронних мереж.
Програмною мовою була обрана Python.
В даній роботі проведено дослідження впливу рекламних кампаній на попит. Для побудови моделей були використані такі алгоритми: випадкові дерева, дерева рішень, метод градієнтного бустингу. Було обрано кращу модель для реалізації прогнозу часового ряду. Для прогнозу була використана нейронна модель LSTM. Також було проведене аналітичне дослідження впливу рекламних кампаній на продажі, сезонність і популярність в інтернеті.
Напрямок розвитку роботи є в розширенні можливого датасету з кращим рівнем кореляції, а також можливість доповнення атрибутів моделі.Diploma work: 111 pages, 32 figures, 9 tables, 2 appendixes, 28 sources. The object of the study is data on the sales brand's market share and advertising ratings of the brand and competitors for 2016-2021. The subject of research is the methods of building a model for forecasting using neural networks. Python was chosen as the programming language. In this paper, a study of the impact of advertising campaigns on demand. The following algorithms were used to build models: random trees, decision trees, gradient boosting method. The best model was chosen to implement the time series forecast. The LSTM neural model was used for prediction. An analytical study of the impact of advertising campaigns on sales, seasonality and popularity on the Internet was also conducted. The direction of development of work is in expansion of a possible dataset with the best level of correlation, and also a possibility of addition of attributes of model.
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Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.
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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research need to better understand the response to creative advertisements by documenting how advertising professionals and consumer assess and value creativity. By applying new perspectives and new theories this thesis investigate the effects advertising creativity has on consumers. The thesis reviews the academic research on advertising creativity and contributes with five articles to increase the understanding of advertising creativity and how perceptions of creativity influence advertising effectiveness. In so doing, it plays a part in advertisers understanding and use of advertising creativity.Diss. Stockholm : Handelshögskolan i Stockholm, 2012. Sammanfattning jämte 5 uppsatser.
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Vashi, Vidyut H. "The effect of price, advertising, and income on consumer demand : an almost ideal demand system investigation /." Diss., This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-06062008-165751/.
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Hots, Khrystyna. "The influence of color in advertising." Thesis, Київський національний університет технологій та дизайну, 2019. https://er.knutd.edu.ua/handle/123456789/13054.
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Kronenberg, Kai. "ADVERTISING EFFECTIVENESS ON INTERNATIONAL TOURISM DEMAND IN ÅRE – AN ECONOMETRIC ANALYSIS." Thesis, Mittuniversitetet, Avdelningen för turismvetenskap och geografi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-19249.
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The objective of this study is to estimate advertising effects on international tourismdemand for the leading Swedish winter destination, Åre. The increasing share of foreigninbound tourists in this destination region creates a strong interest by shareholders toidentify the factors responsible for this trend. According to traditional micro-economictheory, economic factors, such as income and price, are considered as main determinantsfor tourism demand (Song and Witt 2000). However, according to advertising theories(Comanor and Wilson, 1974) and previous tourism research (Bhagwat and Debruine, 2008;Divisekera and Kulendran, 2006), this study additionally focuses on the brand awarenessof Åre as perceived by international tourists. More concretely, advertising theoriesdistinguish between the brand and the information function of advertising (Nelson, 1974).The former function follows the idea that advertising increases the level of productdifferentiation to build up a base of loyal customers. By contrast, the information functionimplies that advertising primarily provides information about products in order to increasethe market transparency. Accordingly, in order to estimate the impact of advertisingexpenditures for off- and online channels as well as promotional activities, furtherexplanatory variables, e.g. mega events, are considered in this study (Salman, 2003; Songet al., 2010). By applying ordinary least square (OLS) methods, demand elasticitycoefficients are estimated for each of the sending countries Norway, Finland, Russia,Denmark and the UK. Results show that advertising is the main significant driver oftourism demand from the UK, Russia and Finland, while a comparably weak advertisingleverage can be shown for Denmark and Norway. Interestingly, in contrast to microeconomictheories tested in previous research, income and tourism price levels reveal asbeing less significant drivers for demand in all analysed tourism markets. In turn, theresults provide evidence that the increased usage of online channels most significantlyaffects consumers’ buying behaviour. Finally, with respect to brand image perception,results reveal that the destination of Åre is perceived as a brand by tourists from Denmark.Moreover, for customers from the countries Norway and Finland, Åre indicates a weakbrand perception, while tourists from Russia and the UK don’t perceive Åre as a brand atall. The results gained by this research conducted at the level of the tourism destinationprovide useful hints about the factors influencing travel behaviour of tourists from maininternational markets. The study supports destination managers to appropriately adjustmarketing campaigns according to the predominant level of brand perception in respectivesending countries.KK-Foundation project ‘Engineering the Knowledge Destination’ (no. 20100260; Stockholm, Sweden).
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Ling, Marcus Chi-Hung. "An economic analysis of demand, advertising & competition in UK brewing." Thesis, University of Sunderland, 1996. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.306944.
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Liu, Handan, and Jin Ma. "Advertising management influence effctiveness of online advertising : A study of white-collar workers in online advertising context." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4868.
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Online advertising which is a new form of communication provides interactivity between advertisers and consumers.
This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd in this dissertation. Based on the questionnaies of white-collar workers, the empirical data was collected.
The conclusion which can be drawn from this study is that there is clear evidence that good management will improve cognitive,affective and conative degree of consumer behavior.
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Morton, Trent Alan. "A duplication and replication of two econometric demand models explaining the effects of promotion on mill-level demand of U.S. upland cotton." Auburn, Ala., 2005. http://repo.lib.auburn.edu/2005%20Summer/master's/MORTON_TRENT_8.pdf.
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Meilūnaitė, Vaišvilienė Alina. "Influence of advertising on customer in book market." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100527_135200-04112.
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Paper represents the research of influence of advertising and its results. The research was conducted in two stages: an experiment to evaluate influence of advertising, trademark, and other factors on the choice of books, and a research to interpret the obtained data – influence of advertising was interpreted in the context of respondents’ experience, system of influence of advertising in book market was established, factors differentiating influence of advertising were singled out. The research also analyses theories of advertising influence and estimates the relation between advertising and book business. Theories of the influence of advertising fall into four groups. From theories of market response that bring no transitional effects it is proceeded to theories of persuasion. The relation of advertising and individual experience, and advertising and information was looked into in the framework of publicity and experience. In the second part, book advertising theory was analysed, preceding scientific research and approach to advertising in scientific research of publishing sector were studied, and market research conducted in various countries were analysed to estimate the relation between advertising and book business. Theoretical part of the investigation addresses traits of book market that shape communication of advertising, and subjects of book advertising are estimated from the point of view of influence.Disertacijoje nagrinėjama reklamos ir knygų verslo sąveika, nustatomi knygų reklamos poveikio vartotojui būdai, išskiriami poveikį diferencijuojantys faktoriai. Išnagrinėjus reklamos poveikio teorijas, nustatomi bendrieji reklamos poveikio principai. Reklamos poveikio teorijos suskirstytos į keturias teorijų grupes, – nuo rinkos atsako teorijų, kurios neturi pereinamųjų efektų, pereinama prie įtikinimo teorijų, kurių ribose ilgą laiką plėtotos racionalaus poveikio teorijos buvo peržiūrėtos emocinio poveikio aspektu. Populiarinimo ir patirties teorijų ribose apsvarstytas reklamos ir informacijos, reklamos ir individo patirties santykis. Siekiant įvertinti reklamos ir knygų verslo sąveiką, analizuota knygų reklamos teorija, nagrinėti mokslo darbai, tyrę knygų reklamos ir rinkodaros klausimus, rinkos tyrimai. Teoriniame tyrime svarstomi knygų rinkos bruožai, formuojantys reklamos komunikaciją, poveikio aspektu nagrinėjami knygų reklamos objektai. Reklamos poveikio tyrimas buvo vykdomas dviem etapais, – pirmajame etape atliktas eksperimentas, kurio metu buvo vertinama reklamos, prekės ženklo ir kitų faktorių įtaka knygų pasirinkimui; antrajame etape atliktas tyrimas gautiems duomenims paaiškinti – reklamos poveikis išnagrinėtas individo patirties kontekste, nustatyta reklamos poveikio sistema knygų rinkoje, išskirti reklamos poveikį diferencijuojantys veiksniai.
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Abolhasani, M. "Investigating the influence of musical congruity in advertising." Thesis, University of Liverpool, 2017. http://livrepository.liverpool.ac.uk/3011127/.
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This thesis investigates the influence of various musical congruity dimensions on consumers’ affective, cognitive, and behavioural responses to advertising. It adopts a mixed methods approach in examining the effects following various data collection techniques including focus group, survey studies, YouTube Analytics, as well as netnography. Chapter 1 provides an introduction to music and advertising, highlighting contemporary research issues in this area and underlining research objectives and questions, as well as a rationale for the research. Chapter 2 provides a critical review of the academic literature on music in advertising, focussing on congruity as the overarching concept examined in the thesis, and identifying various dimensions of musical congruity. Chapter 3 provides the justification for the research methodology and the subsequent selection of a mixed methods approach. Chapter 4 (Study 1) presents the university advertising findings obtained through focus group, surveys, as well as the brief YouTube Analytics statistical data. Findings of Study 1 investigating the effects of musical congruity in the context of university advertising reveal that pop music produced the most positive responses in terms of consumers’ perceived image of the university and their intention to enrol. Study 2 presented in Chapter 5 develops, refines, and redefines the concept of musical in/congruity and extends it to the context of advertising music in order to address the ongoing flaws in many of the existing music and advertising studies pertaining to the use of incongruent musical stimuli. Findings indicate how the deliberate crafting of musical incongruity can be used to engage and amuse consumers, proposing that resolving musical incongruity may enhance consumers’ recall, ad attitude, perception of brand image and quality, as well as their purchase intent. Chapter 6 (Study 3) involves netnographic findings highlighting the effects of in/congruity on consumers’ lived experiences of musical consumption in advertising. Findings relate to musical taste, indexical congruity, repetition congruity, and semantic congruity. The thesis concludes with Chapter 7 (Discussion) and Chapter 8 (Conclusion).
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Haidei, I. "The influence of hidden advertising on our subconconsciousness." Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/11513.
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Gokhberg, Anna. "Influence of the financial crisis on advertising activity." Thesis, Ukrainian Academy of Banking of the National Bank of Ukraine, 2009. http://essuir.sumdu.edu.ua/handle/123456789/61290.
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In modern conditions of globalization and increasing international
competition, advertising activity is the main instrument of promotion goods and
services at foreign and interior markets. Moreover, advertisement is a very
important part of industrial communications, being a very powerful stimul for
activation of industrial processes. Advertising is one of the most important
elements of marketing mix that has very strong and direct influence on people’s
behavior.
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Reitz, Annika. "Cultural Influence in Advertising : A Comparative Analysis of IKEA’s Video Advertising in Sweden and Japan." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-40614.
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International marketing activities have a great impact on the prosperity and competitiveness of multinational companies (Akgün, Keskin, & Ayar, 2014). That is why the design of marketing activities is especially important. Researchers claim for cultural sensitivity. According to their work, culture has a significant influence on marketing content which needs to be culturally adapted (Kaur & Chawla, 2016). Based on these assumptions the present study aims to discuss the concepts of culture in relation to standardization and adaptation of IKEA’s advertising content published in Sweden and Japan. The study is focused on IKEA since the company is known to implement a standardized marketing approach with only minor cultural adaptations (Burt, Johansson, & Thelander, 2011). To accomplish that goal a multimodal critical discourse analysis is applied. The analysis seeks to identify the similarities and differences in IKEA’s video advertisements published in Sweden and Japan to determine how the company promotes its products. The analysis is limited to visual semiotic choices. The interpretation of the results is linked to the findings of Hofstede’s theory of cultural dimensions: Power Distance, Uncertainty Avoidance, Individualism versus Collectivism, Masculinity versus Femininity, Long- and Short-Term Orientation and Indulgence versus Restraint. The study revealed that signs for both concepts standardization and adaptation were visible in IKEA’s advertisements. Especially the analysis of the Japanese sample has shown that IKEA follows a standardized marketing approach when it comes to communicating the company’s core values such as gender equality. This value was frequently depicted in the Japanese advertisements where gender division usually prevails. However, less significant aspects such as those concerning the outer appearance of the actors were culturally adapted. These findings underline a dialectical relationship between culture and advertising content. Leading theoretical frameworks lag to take into account this continuous discourse that emphasizes the importance to implement the perspective of a changing environment in further theoretical contributions.
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Santos, Jennifer. "The influence of audiovisual sports advertising in sedentary individuals." Master's thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/18513.
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Mestrado em Comunicação MultimédiaThe purpose of this research is to evaluate how audiovisual sports advertising alters the self-perception and the socio-cultural perception of sedentary individuals. The objective is to understand the effect of the marketing strategies used by sports industry’s brands in order to create more effective audiovisual sports advertising. This research integrates an interpretative approach, a qualitative research strategy in a quasi-experimental approach, using mixed methods, such as an Online Research Survey and Focus Group methods. These methods were progressively used in order to cross information and contribute in the design of the sequential investigation steps. Most of the existing literature on body image and sports advertising has presented itself as a huge gap in the world of scientific research. Accordingly, this research explores the direct influence of sports audiovisual content in sedentary and athletic individuals. The evaluation was accomplished through the screening of a sports video in the second of the Focus Group Research in which, after a 10-minute workout, the participants’ behaviors were assessed with the use of an Observation Grid and a post-workout discussion. There is a high chance that audiovisual sports advertising has a detrimental effect on both sedentary and athletic individuals. The main findings of this research identified that, although the Focus Group Research participants did not verbally confirm it, the video appeared to have a motivational effect on participants. They revealed a better performance and a more focused attitude during the test session. Sedentary individuals seem to be more critical of the female body than of athletic individuals and, as opposed to individuals who consider themselves athletic, individuals who consider themselves sedentary will less likely feel especially motivated to exercise when watching inspirational fitness videos. In addition, gender does not seem to be correlated with sports advertising, sports gear or equipment seems to especially motivate athletic individuals to exercise and individuals’ self-perception seems to be correlated to their workout motivations.
O objetivo do presente estudo é a avaliar como as publicidades desportivas audiovisuais influenciam a auto-perceção e a perceção socio-cultural de indivíduos sedentários. O objetivo é compreender o efeito das estratégias de marketing utilizadas pela indústria desportiva para criar publicidades desportivas audiovisuais mais eficazes. Este estudo integra numa abordagem interpretativa, uma estratégia de investigação qualitativa numa abordagem quasi-experimental, com a utilização de métodos mistos, como um Inquérito Online e Grupos de Foco. Estes métodos foram usados progressivamente com o intuito de cruzar informação e contribuir na estruturação dos passos sucessivos e de forma incremental. Identificou-se que, na literatura existente relativa à imagem corporal e a publicidades desportivas existe uma lacuna que, por consequente, este estudo procura preencher — através da exploração da influência direta dos conteúdos audiovisuais em indíviduos sedentários e atléticos. A avaliação foi realizada através da discussão em torno da visualização de um vídeo desportivo na segunda sessão de Grupo de Foco na qual, após um treino de 10 minutos, o comportamento dos participantes foi avaliado com a utilização de uma Grelha de Observação e uma discussão pós-treino. É muito provavél que as publicidades desportivas audiovisuais tenham um efeito detrimental em ambos os indivíduos sedentários e atléticos. Os resultados principais deste estudo identificaram que, apesar de os participantes do Grupo de Foco não o terem confirmado verbalmente, o vídeo tenha provocado um efeito motivacional nos participantes. Durante a segunda sessão, após visualização do vídeo, os participantes revelaram um melhor rendimento e uma atitude mais concentrada durante o treino. Os indivíduos sedentários parecem ser mais críticos relativamente ao corpo feminino do que os indivíduos atléticos. Parece mais improvável que indivíduos que se consideram sedentários se sintam especialmente motivados para praticar atividade física aquando da visualização de vídeos inspiracionais de fitness. Adicionalmente, o género não parece estar relacionado com sentir-se motivado para praticar atividade física após visualização de publicidades desportivas, material e equipamento desportivo parecem motivar especialmente indivíduos atléticos para a prática de exercícios físico e a autopercepção parece estar relacionada com as motivações de treino de cada indivíduo.
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Marshall, Stephen William. "An exploratory video-on-demand analysis identifying early adopters and attitudes toward potential advertising /." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0003280.
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Weissglass, Keith. "Image manipulation in political advertisements how color and music influence viewer attitudes and emotions /." Diss., Connect to the thesis, 2005. http://hdl.handle.net/10066/1120.
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Claydon, Sarah Ann. "The influence of advertising approach in a trial purchase context." Thesis, University of Plymouth, 2000. http://hdl.handle.net/10026.1/2705.
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Research investigating the development of trial purchase has recognised that the chosen advertising approach is a key influence in the trial process. This thesis describes a critique of the central and related literature surrounding the influence of advertising approach in a trial purchase context, with particular emphasis on the concept of disruptive advertising. This concept can be described as an overturning of convention for commercial benefit, and has been introduced to deal with change. Whilst it is clear that many brands achieve success via a consistent approach to advertising, it is also true that successful advertising is often rooted in 'doing something different'. The literature reveals that there is a lack of empirical work to date on brand/market situations in which a disruptive approach to advertising will be more appropriate and successful than a conventional approach at stimulating purchase or perhaps increasing awareness of a brand. In which situations should a disruptive advertising approach be applied? Phase 1 of the research investigates the possible link between a brand situation, the advertising strategy adopted and the brand success using existing advertising case materials. Focus group interviews are then utilised in phase 2 to gain some understanding of consumer attitudes towards different advertising approaches in different product markets and also to explore brand usage and brand choices in these markets. Content analysis is applied to the results of phases 1 and 2. Finally. phase 3 of the research more specifically investigates the influence of advertising approach on purchase intention within different product markets compared with other primary influencing factors. A questionnaire survey was administered to undergraduate students at the University of Plymouth for phase 3 and the results were analysed using individual item analysis and multiple regression. A generic model of 'The Influence of Advertising Approach in a Trial Purchase Context' is constructed from the literature and a modified version is used to discuss the results of the study. The results indicate that the choice of a disruptive or conventional advertising approach does affect intention to purchase a brand and that the nature of product involvement does influence intention to purchase a brand. However, the research has not been able to provide conclusive evidence as to the situations in which a disruptive advertising approach should be applied and consequently little can be recommended to managers regarding disruption on an operational basis. In addition, the study has provided little evidence to support the concept of disruption other than as an elaborate repackaging of positioning theory. Additional research using non-student populations and a greater selection of low involvement and high involvement markets is recommended, however, in order to validate the relationships found.
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Knoesen, Brent Claud. "Influence of pharmaceutical advertising on consumers: an exploratory descriptive study." Thesis, Nelson Mandela Metropolitan University, 2007. http://hdl.handle.net/10948/658.
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Pharmaceutical advertising involves the advertising of medicines, medical devices, and healthcare services. A review of available international literature indicates the belief that pharmaceutical advertisements negatively affect healthcare decisions made by consumers. Very little research has been conducted to determine how consumers in South Africa (SA) are affected by pharmaceutical advertisements. This study aimed to determine how consumers in the Nelson Mandela Metropole (NMM) perceive pharmaceutical advertisements. More specific objectives included the investigation of legislation in SA employed in pharmaceutical advertisements, the interpretation and misinterpretation of the advertisements, and the identification of problematic areas in this form of advertising. South African legislation applied to pharmaceutical advertisements was investigated by means of a literature review. A qualitative research design was also used to achieve the aim and objectives. This included a focus group consisting of six randomly selected participants in the NMM. A consumer survey, consisting of a 100 consumers obtained from 10 randomly selected community pharmacies within the NMM, supported the findings of the qualitative techniques. The themes identified in the focus group were incorporated into a questionnaire used in the consumer survey. Three randomly selected pharmaceutical advertisements were also decoded to interpret the components employed in each. The results determined that pharmaceutical advertising is a marketing tool that incorporates various emotional and psychological techniques to persuade consumers. It was also evident that consumers can misinterpret pharmaceutical advertisements. Various legal and ethical problems were identified in pharmaceutical advertisements. These results showed that pharmaceutical advertisements have the possibility of negatively affecting consumers’ healthcare decisions and warrants further investigation.
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Dasgupta, Madhuchanda Ghose. "The influence of individual differences on the effectiveness of comparative advertising." Diss., Georgia Institute of Technology, 1989. http://hdl.handle.net/1853/29886.
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Aslay, Çiğdem. "From viral marketing to social advertising: ad allocation under social influence." Doctoral thesis, Universitat Pompeu Fabra, 2016. http://hdl.handle.net/10803/401679.
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This thesis constitutes one of the first investigations that lie at the intersection of social influence propagation, viral marketing, and social advertising. The objective of this thesis is to take the algorithmic aspects of viral marketing out of the lab, and further enhance these aspects to account for the real world social advertisement models, by drawing on the viral marketing literature to study social influence aware ad allocation for social advertising. To this end, we take a first step towards enabling social influence online analytics in support of viral marketing decision making, and propose efficient influence indexing framework that can accurately answer topic-aware viral marketing queries with milliseconds response time. We then initiate investigation in the area of social advertising through the viral marketing lens, aligned with real world social advertisement models, and introduce two fundamental optimization problems, regarding the allocation of ads to social network users under social influence. We devise greedy approximation algorithms with provable approximation guarantees for the novel problems introduced. We also develop scalable versions of our approximation algorithms by leveraging the notion of reverse reachability sampling on social graphs, and experimentally confirm that our algorithms are scalable and deliver high quality solutions.Aquesta tesi constitueix una de les primeres investigacions en la intersecció entre propagació d'influència social, màrqueting viral i publicitat social. L'objectiu d'aquesta tesi és treure els aspectes algorítmics de màrqueting viral fora del laboratori, i millorar-los per tenir en compte els models de publicitat del món real en xarxes socials, fent ús de la literatura del màrqueting viral per estudiar l'assignació d'anuncis basada en la influència social per a la publicitat en xarxes socials. Amb aquesta finalitat, hem pres un primer pas cap al desenvolupament de anàlisi d'influència social en línia que ajudin en la presa de decisions en el màrqueting viral, i proposem un marc per a la indexació eficient d'influència que pugui respondre amb precisió a les consultes de màrqueting viral orientades a temes específics amb temps de resposta de mil·lisegons. A continuació, comencem una investigació en l'àrea de la publicitat social a través de la lent del màrqueting viral, en línia amb models de publicitat del món real, i introduïm dos nous problemes d'optimització pel que fa a l'assignació d'anuncis als usuaris de la xarxa social sota la influència social, amb garanties d'aproximació demostrables. També desenvolupem una versió escalable dels nostres algoritmes d'aproximació aprofitant la noció de presa de mostres d'accessibilitat inversa en grafs socials, i confirmem experimentalment que els nostres algoritmes són escalables i ofereixen solucions d'alta qualitat.
Esta tesis constituye una de las primeras investigaciones en la intersección entre propagación de influencia social, marketing viral y publicidad social. El objetivo es sacar los aspectos algorítmicos de marketing viral fuera del laboratorio, y mejorarlos para tener en cuenta los modelos de publicidad del mundo real en redes sociales, haciendo uso de la literatura de marketing viral para estudiar asignación de anuncios basada en la influencia social. Con este fin, tomamos un primer paso hacia el desarrollo de análisis de influencia social en línea que ayuden en la toma de decisiones en el marketing viral, y proponemos un marco para la indexación eficiente de influencia que pueda responder con precisión a las consultas de marketing viral orientadas a temas específicos con tiempo de respuesta de milisegundos. A continuación, iniciamos una investigación en el área de la publicidad social a través de la lente del marketing viral, en línea con modelos de publicidad del mundo real, e introducimos dos nuevos problemas de optimización respecto a la asignación de anuncios a los usuarios de la red social bajo la influencia social, con garantías de aproximación demostrables. También desarrollamos una versión escalable de nuestros algoritmos de aproximación aprovechando la noción de toma de muestras de accesibilidad inversa en grafos sociales, y confirmamos experimentalmente que nuestros algoritmos son escalables y ofrecen soluciones de alta calidad.
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Jiang, Chun-Yi, and 姜君怡. "The Influence of Advertising Slogans and Advertising Appeals on Advertising Effectiveness." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/88131222155633501149.
Full textAbstract:
碩士國立臺灣大學
商學研究所
92
In our daily life, there are all kinds of advertising slogans. According to previous studies, advertising slogan is one of very important and common marketing techniques, and has great influence on the advertising effectiveness. However, the effectiveness of the type of slogans has not been explored yet. Meanwhile, advertising appeals types is also an important factor to advertising effectiveness. Therefore, this study used a 3（type of slogans: declarative vs. interrogative vs. imperative）× 2（type of appeals: rational vs. emotional）between-subject design to measure the advertising effectiveness including advertising recalls, attitude toward advertisement, attitude toward product, and purchase intention. Experiment stimulus was a print advertisement of cellular phone. Two hundred and forty-four college students in NTU participated in the experiment. The major findings are: 1. Declarative slogan led to greater advertising recall. 2. Interrogative slogan led to better attitude toward advertisement. 3. Rational appeal led to greater recall and attitude toward advertisement. 4. No significant effect was found on purchase intention. Since there is no interaction between types of advertising slogans and appeals, it is suggested that marketing practitioners may consider these two factors separately when making advertising decisions.
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Hsin-Chieh, Chao, and 曹馨潔. "The Influence of Advertising Spokesperson, Advertising Appeal and Advertising Expose in the Advertising Effect." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/87009131851996708525.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
92
Advertisement has influenced in our life with frequently expose. Advertiser try to change consumer’s attitude and purchase intension by delivering message with ad-vertisement. Advertiser has also dedicated to produce impressive ad to attract consumer. Therefore, let me wonder, which kind of ad is the best, try to focus on the investigation of the influences of advertising spokesperson, advertising appeals and advertising ex-pose upon advertising effect. Experimental approaches have been used to verify the research. Shampoo is cho-sen to serve as experimental product. The experiment is designed to include 12 sets. There are in total 858 effective questionnaires in the research. Research results are shown as below. Advertising effects have outstanding differ-ence in advertising spokesperson (celebrity/expert/typical consumer), Advertising Ex-pose(one/twice/forth), advertisingappeal (rationality/sensitivity). especially in celebity spokesperson which has wider affection. Advertising appeal (rationality/sensitivity), however, has much obvious impact on advertisement memory and advertisement atti-tude only. Advertising expose, however, has much obvious impact on advertisement memory only.It is same with advertisement expose of forth degree. However, in vari-ous combination of interaction, only Advertising appeal and Advertising Expose have markedly affected to attitude towards spokesperson, attitude towards products and attitude towards brand.
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Chang, Kuei-Chuan, and 張桂娟. "The Influence of Advertising Appeal and Advertising Media Type on the Advertising Effect." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/65540837852622618114.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
91
During the past, the preference of this type of research has always been focused on the effect of the single television or internet advertising. Only a few studies were done on the advertising appeal and the advertising media type on the advertising. Thus, this has inspired the researcher to pay particular attention on this issue. This study focuses on the issue of the influence of advertising appeal and advertising media type on the advertising effect. This research were done be means of demographic statistics. The results are as follows: The influences of advertising appeal and advertising media type are significant on the advertising effect. If the appeal is rational, the internet media is better than the media of the television. However, if the media type is internet, the rational appeal is better than the emotional appeal. Therefore we can conclude that the internet media with rational appeal is the best effect on advertisement. The research also shows that the brand effects are most significant on the gender types, where the male pays more attention to the brand than the female. It is significant on the level of education in the area of advertising consciousness. As for the advertising media type, it is more significant on the income of the consumers. Lastly, the advertising attitude is most significant on the area of consuming.
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Wu, Shu-ting, and 吳書婷. "Influence of Advertising Appeal and Interactivity on Website Advertising Effectiveness." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/68208508456312982498.
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Basenko, Evgeniya. "Cultural differences in advertising and their influence on advertising attractiveness." Thesis, 2012. http://hdl.handle.net/2152/ETD-UT-2012-05-5763.
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This study compares the cultural values that manifest themselves in beer-centered
television advertisements in Russia and in the United States. The study intends to give an exploratory overview of the main appeals employed in the advertisements and discusses the observed differences and similarities found within. The purpose of my research is to discover whether the more culturally congruent advertisements are more attractive to the consumers than advertisements with unique foreign values. Individual values are taken
into consideration. Lists of most common advertising appeals have been identified. The
findings are not generalizable to report a significant positive relationship between cultural congruency and advertising effectiveness. However, the study provides rigorous description of a few cases offering deep insight for possible advertising strategies in multicultural advertising environments.text
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PAN, LI, and 潘力. "Influence of the Recognition of Native Advertising on Advertising Effectiveness." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/5mt446.
Full textAbstract:
博士國立雲林科技大學
企業管理系
107
With the advancement of social and network technologies come the favorable conditions for the development of the online advertising market. Although online advertising has gained tremendous development, it also creates many problems. This research focuses on the topic of “native advertising”, which has been concentrating on the field of online advertising in recent years. Starting from the recognition of native ads by advertising audiences, this research discussed the influence of the advertising labeling method of native advertisings on the recognition of advertisements, and advertising recognition moderation between ad-context congruity and attitude toward advertising. Based on the past research and the theories of pragmatic presupposition, persuasion knowledge and expectancy-disconfirmation, six hypotheses are proposed and verified through two experiments. Experiment 1 is 2 (Language clarity: high definition / low definition) × 2 (Label position: upper/lower) between-subjects design; experiment 2 is 2 (Recognition: easy to recognize / not easy to recognize) × 2 (Ad-context congruity: high consistency/low consistency) between-subjects design. The results show that different native advertising labels will significantly affect the advertising audience for identifying the ads, and the difference in audience recognition will significantly affect their attitudes toward advertising; Advertising recognition will also interfere with the impact of Ad-context congruity on attitude toward advertising. With a high degree of consistency and easy identification of advertising content, it will have a better attitude toward advertising. This research proposes theoretical implications and practical implications, with a view of providing references for advertising academic and practical circles.
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Yen, Shiang-Chieh, and 顏向頡. "The Influence Of Green Product Advertising Appeal Toward Advertising Effect." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/37022843427235166869.
Full textAbstract:
碩士育達商業技術學院
企業管理所
95
The growing awareness of environmenatal consciousness has force the business not only foucus on mass production, but also try to implement environmental protection into their business practices. Green appeal become a critical strategy for incresing green product sales in advertising activities. This study aim to find out the influence of green prduct appeal toward advertising effect through the analysis of media type, namely digital media, printing media and internet, and advertisemant frequency. The results shown that: 1) Media type and advertisement frequency influenced the advertisement effect significantly. 2) Digital media has better presentation and effect on its green appeal. 3) 1-10 frequency of advertising exposure is needed for better advertising effect. And, media type are critical than advertisement frequency in terms of advertising effects.
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Chen, Hai-Jing, and 陳海菁. "Advertising Effects on the Demand for Fresh Milk in Taiwan." Thesis, 1996. http://ndltd.ncl.edu.tw/handle/89971359326186342096.
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Lai, Yu-Hsiang, and 賴裕翔. "Educational Advertising Spokesperson Appearance Attractiveness and Gender Influence on Advertising Attitude." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/96963z.
Full textAbstract:
碩士中國文化大學
行銷碩士學位學程碩士班
106
In this study, we explore the impact of the physical attractiveness of education ex- pert endorser, gender, and the subject’s knowledge towards the product on advertisement attitude in a Facebook scenario. The experiment design method was used in this study and a self-designed advertisement was used to manipulate the expert endorser’s physical attractiveness and gender. The subjects filled out a questionnaire after watching the ex- periment design scenario. The experiment was conducted on four groups of subjects and a total of 250 subjects were invited to participate in the experiment. The result shows that expert endorser with high physical attractiveness produced superior advertisement atti- tude. The gender of the expert did not significantly affect advertisement attitude. How- ever, interaction effect between gender and physical attractiveness has a significant effect on advertisement attitude. When expert endorsers are highly attractive, male experts pro- duced superior advertisement attitudes than that of female expert endorser. When expert endorsers have low physical attractiveness, female experts produced superior advertise- ment attitudes than that of male experts. Therefore, male experts with high physical at- tractiveness should be used as priority to produce advertisement. A second choice should be female experts with high physical attractiveness. The subject’s knowledge towards the product does not change the effect of the expert’s physical attractiveness and gender. In a Facebook scenario, where the speed of information exposure is very rapid, the subjects cannot adequately judge the advertisement content.
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Che, Ma Fang, and 馬方哲. "Factors That Influence Web Advertising Volume." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/49093084100937514278.
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ZHANG, CHENHAO, and 張辰皓. "The Influence of the Advertising Spokesperson, Advertising Appeals and Fashion Involvement on Advertising Effects of Instagram." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/99811544865182339892.
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碩士輔仁大學
大眾傳播學研究所碩士班
105
With a continuous development, online photo-sharing social networking service has become a significant place for fashion marketing. This study aims to find out which strategy fashion apparel brand should use to gain better advertising effects on such platforms, and whether fashion involvement has a moderating effect on advertising effects. The research results show that, advertising spokesperson has no significant effect on advertising effects. The combination of rational appeal and spokesperson has the best advertising effects. Fashion involvement has a moderating effect between advertising spokesperson and advertising effects. More specifically, high fashion involvement will enhance the effect of advertising spokesperson on advertising effects. Fashion involvement has a moderating effect between advertising appeals and advertising effects. More specifically, high fashion involvement will enhance the effect of rational appeal on advertising effects.
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YU, JIUNN-MING, and 尤俊明. "Subjective or Objective? The Influence of Comparative Advertising Appeals on Advertising Effects." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/ebtkz7.
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碩士國立高雄應用科技大學
國際企業系碩士在職專班
104
The main purpose of this study is to understand how product advertising appeals and advertising message presentation affect advertising effectiveness. (e.g.,advertising attitudes and purchase intention.) This study conducted a 2 (product advertising appeals: healthy appeal vs. delicious appeal) x 2 (advertising message presentation: subjective vs. objective) between subject experimental design. Totally 4 advertisements were designed to examine the interaction effects of product advertising appeals and advertising message presentation on advertising effectiveness. The results show that the advertisement is more effective when health appeal advertisement matches with objective message and when delicious appeal advertisement matches with subjective message. This study provides a marketing strategies that food manufacturers, sales, advertisers and marketers could enhance the advertising effect by appropriate match product advertising appeals with advertising message presentation.
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WEI-SHAN, KAO, and 高偉珊. "The Influence of Skin Care Products of Advertising Spokespersons on Advertising Effectiveness." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/s37s63.
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碩士國立臺北商業大學
國際商務系碩士班
104
The cosmetics market was sustained rapid growth over the past decades. The numerous brands competition is intense. Many enterprises apply various types of marketing tools to attract their consumers and one of the most important marketing strategies is advertising. The spokespersons in advertising are the most commonly used methods. In this study, we choose female as a research object and use convenience sampling and snowball sampling method. To adopt 3×2 design of experiments. This study discusses the type of spokesperson (Dermatologists, Beauty Experts, and Celebrity) and the gender of spokesperson (Male, Female). There were six different advertising situations to explore of advertising effectiveness. As well as join the demographic variable (Age) to analyze. The results use SPSS for data analysis. This study provides managerial implication and offers the suggestions for further research. The results of this study showed that the skin care products which used of different types and different gender of spokesperson were also significant difference on advertising effectiveness. On the other hand, the interaction of type and gender of spokesperson were no significant difference on advertising effectiveness of skin care products. However, the best advertising effectiveness is by the female's celebrity as a spokesperson. While the research object in different ages were no significant differences of advertising effectiveness by different spokesperson.
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Nagel, Christoph [Verfasser]. "Demand models with price endogeneity and advertising / vorgelegt von Christoph Nagel." 2010. http://d-nb.info/1010180940/34.
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Hsueh, Yu-Chia, and 薛玉佳. "The Influence of Content Relevance and Advertising Position on the Advertising Effect - A Study on Native Advertising." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/dp49kf.
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碩士國立臺北商業大學
企業管理系碩士班
105
Recent research on native advertising is growing. Traditional online advertising with interference, and even interrupt the consumer's online tasks. And native advertising because of its characteristics so that consumers feel the interference. Previous studies on native advertising mostly focused on the low intrusiveness of advertising. Fewer literature discusses the relevance, location, and subsequent impact of native ads, such as attitudes toward advertising and click intent. In this study, two experimental methods were used, in which experiment 1 used MDS and Cluster Analysis. 563 valid samples were collected by way of online survey. Experiment 2 using the paper to send the questionnaire. A total of 402 questionnaires were collected. The results show that native advertising does make consumers have a more positive attitude and click intent. The ad position and the content relevance do have a significant impact on ad avoidance, ad intrusiveness and the attitude of the advertisement have a significant effect on the click intention. The results of this study can be said to be a more complete research framework in theory, and this study can be provided to the publisher as the marketing strategy. Reference, so that consumers are willing to click on advertising, to achieve the purpose of advertising.
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Ndlovu, Naledi. "The influence of advertising on voting behaviour." Thesis, 2014.
Find full textAbstract:
The purpose of this study was to assess whether advertising influences South Africans’ voting behaviour. The research compared two advertising appeals, fear and rational, to assess which is most preferred by voters. A secondary purpose was also to review whether having knowledge of voters’ influencers and using that knowledge, coupled with an advertising appeal, would influence voters’ behaviour. The study also briefly reviewed whether demographics such as race, gender and education level could have an impact on voting behaviour. The study also reviewed the relationship between the influencers and voting behaviour.
The research was done using an online and hard-copy questionnaire. Sampling was both random and by referral. Three hundred and nineteen valid questionnaires were returned. Various frequency analyses were conducted to establish the varying relationships amongst the variables.
The main findings of the study were the following: firstly, race is a very significant issue influencing South African voting behaviour. The second finding is that trust in the leader of the political party and that political party’s previous government performance are significant issues that voters consider when engaging in voting. The third finding from the study was that the advertising appeal most preferred by voters between rational and fear is rational appeal. The final finding is that voters can be influenced by advertising to change their voting behaviour, however the change is not brought by advertising in isolation other factors need to be considered.
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CHANG, LI-CHAN, and 張莉眞. "The Influence of Formats of Mobile Advertising on the Advertising Effectiveness of Smartphones." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/38259139272116717253.
Full textAbstract:
碩士中國文化大學
數位內容管理產業碩士專班
101
Rapid development of information and communication technology makes smartphones and other mobile tools become the new mainstream of communication equipment. The interface, applications and features of smartphones result in various presentation types and advertising appeal of the advertisements receiving and broadcasting on screens, also whether there is location based service or not. The advertisement efficiency may cause structural changes on user awareness, attitudes and intentions. Therefore, this research aims to study the impact how the presentation methods of mobile advertisement effect the efficiency of smartphone advertisement from users’ point of view via three-factor experimental design to look into the mobile advertisement efficiency under the interaction of advertisement type, advertising appeal and location-based service. The research outcomes are expected to be attained via the combination of the above theory and practical experiments in order to concretely illustrate the relation between the presentation method of mobile advertisement and the efficiency of smartphones advertisement. Also, some suggestions will be proposed based on the attained results as the references for future production and development of mobile advertisement. The results are: I- Type of advertisement has significant impact on the efficiency of mobile advertisement. II- Advertising appeal does not have remarkable impact on the efficiency of mobile advertisement. III- Location based service does not have remarkable impact on the efficiency of mobile advertisement. IV- There is not remarkable impacts between advertisement type, advertising appeal and location based service.
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Zong-Bao, Li, and 李宗保. "The influence of mobile phone advertising appeals and information formats toward advertising effectiveness." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/34152796471248393765.
Full textAbstract:
碩士中國文化大學
資訊傳播學系
99
During changing marketing era, advertising media has extended from traditional types to versatile styles, such as website network and mobile advertising. As the penetration of mobile phone has exceeded 100% and the user of 3G mobile, internet has increased year by year, showing that mobile Internet applications are increasingly integrated into public life, mobile phones have a very high privacy, personalization, interactivity and immediacy, mobile advertising has the goal of accurate low-cost and advantages, is a very forward-looking market, the future is bound to become a popular trend. This study was to explore the influence of mobile phone advertising appeals and information formats toward advertising effectiveness, while the demand for the type of mobile phone advertising in general can be divided into three categories, people usually receive a message type for the owners to corporate image, product information, product promotional advertising messages. Presented in the message format, the study for multimedia messages (MMS) and text messages (SMS) to explore two categories, because people received most of this two types of message type. As advertisers sent by the type of mobile advertising most of the corporate image, product information, product promotion three categories, the study used the first of the three types by SMS and MMS advertising effectiveness; again of pure text and multimedia messages generated between the advertising effectiveness; to give the owners want to send a reference message, to the utilization of the marketing can be more efficient, and rich mobile advertising research.
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CHENG, CHIH-YUAN, and 鄭志遠. "Internet fashion apparel industry chooses internet advertising form and influence on advertising effectiveness." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/5w64y5.
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碩士正修科技大學
經營管理研究所
107
As the changed consumption pattern, promote the development of electronic commerce. The more intense competitive environment allows electronic commerce online advertising that attract the attention of customer and obtain orders. The study examines the impact of “ social media marketing”, “ search engine marketing”, and “ video marketing” on online fashion industry. Also the effect on pay-for advertising. First, we talk about the impact of social media marketing. This is the common one that people used on fashion marketing. With depth brand impression, create the word of mouth, and increase confident of customers, that pay-for advertising raises exposure rate, the traffic comes from website, and conversion rate. At the same time, compare social media platform with other website platform, social media platform has high accuracy to provide viewers needs or interests. However, even is commercial post from FACEBOOK, the largest platform in Taiwan, the affinity category has been decreasing year by year, which against the online users with no innovate and advertising budget. Next, we talk about search engine marketing. This is less popular on online marketing as the keyword optimization is slower. It would be difficult for small and medium business to improve website sorting but could create keywords to raise exposure opportunity follow as the trend. Electronic commerce prefer online shopping platform than pay-for keyword advertising for theirs repeat advertisement to purchase willing for sure. Last, video marketing. People all believed that this is the mainstream trend, and most commercial platforms continue to optimize for video interfaces. Video marketing is the effective way to promote acceptability for customers, also let them understand the details for products to raise purchase willing. Besides, video marketing is able to change brand from sales character to we media that creates their style and builds brand feature. On most social media platforms, video marketing gets more self-clickthrough rate and pay-for clickthrough rate than picture post. Live broadcast is popular marketing tools in recent years as its interactive, timeliness, self-clickthrough rate and exchange rate are better than other social media posts. However, parts of interviewers considered live broadcast would cost down the quality and affect price strategies. 5G internet would affect more on Video advertising. With the limited finance and human resources in small and medium business, they intend to choose social media marketing and pay-for advertising, followed by video marketing. Last choice would be keyword optimization but never consider to use pay-for keywords advertising.
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Chang, Chung-Hua, and 張瓊華. "The Influence of Advertising Media Type and Media Contact Behavior on the Advertising Effect --- a Study on Internet Advertising and TV Advertising." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/15741205820005583414.
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碩士國立交通大學
管理科學系
90
The Internet and television are essentials in our life nowadays. They not only affect our life style, but also affect our values and moral codes. We study two issues in the research. First, we discuss whether a manager will choose different commercial media form traditional television because of the revolution in media. Second, we find out what kind of commercials can attain better responses through studying the factors that affect the Internet and television commercials. We apply the following statistical methods in the research. They are descriptive statistics method, reliability analysis, validity analysis, Mean deviation test and ANOVA. The results are as follows. The influences of Internet commercials are better than the ones of television commercials. However, the desire to buy on television is better than in the Internet. About the results of advertising attitude factor, the effects of Internet commercial are better than television ones when the commercial exposing time are medium or short. The brand effects of television commercials are better than the ones of Internet commercials when the commercial exposing time is medium or short. Besides, the consumers’ ages from 20 to 24 and above 30 are more easily influenced by Internet commercials than by television ones. In the results of desire to buy factor, the effects of television commercials are superior to the ones of Internet commercials under the ages of consumers from 25 to 29. However, under the ages above 30, the Internet commercials get better results. When we discuss the results with the consumers whose education levels are under senior high, the effects of television commercials are superior to the ones of Internet commercials. Furthermore, the effects of Internet commercials are superior to the ones of television commercials when the education levels of consumers are above bachelor.
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Chen, Po-Yu, and 陳柏宇. "A Comparison of the influence of Advertising Spokesperson and Advertising Appeal on Advertising Effectiveness:The Moderating Effects of Involvement." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/12583918518641724198.
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碩士國立臺北商業技術學院
商學研究所
98
Spokesperson for the study of the past, most will focus on the respondents of attitude(eg, reliability, preferences, confidence)to further discuss the effect of its Spokesperson Frieden(1984), or direct discussion of different spokesperson types of purchase intention. The study of foundation in previous research, and extend to advertising attitude, product attitude and pruchase intention depth spokesperson advertising effectiveness. And add little research exploring consumer involvement adjust this variable to discuss the effectiveness of its advertising message on spokesperson types and the advertising of appeals. The results of this study show that this moderating variable involvement of different spokesperson types, advertising appeals and advertising effectiveness with a regulatory role between. Low-involvement consumers, the expert is better than celebrity spokesperson advertising spokesman, emotional appeals are better than tational appeals; in the high involvement consumers, experts, celebrity spokesperson and spokesperson of its advertising effect is not significant between differences, and rational appeals are better than the emotional appeals. In a word, different spokesperson types and different advertising appeals in the high / low involvement of consumers, the advertising effect is signigicant.
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Shih, Chueh-Ju, and 施珏如. "Advertising information and consumer demand－A study of Taiwanese tea-drink industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/07648204153045196217.
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碩士國立彰化師範大學
企業管理學系
100
Advertising helps a consumer to recall her experiences with a product and enhances her attitude toward a product and purchasing intention. This study investigated the information content and presentation of advertising and their influence on consumer demand by examining quantitatively the Taiwanese tea-drink industry. Data were collected by a questionnaire developed by the study from respondents of ages from 20 to 25 in central Taiwan and analyzed by Importance-Performance Analysis with respect to advertising information content and presentation in terms of information importance and quality. Analysis of the data showed that advertising information content and presentation would affect significantly consumer preference and purchasing intention.
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Yu, Wen-Xian, and 游文憲. "The influence of advertising appeal, product involvement and brand awareness on the advertising effect." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/74473508020074353108.
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碩士國立臺北大學
企業管理學系
92
Advertising appeal is the key subject of advertisements, it can help products be linked up with customers. It can inspire customers and affect customer’s attitude towards products and service. This article looks at print advertising, which contented explicit claims in order to compare emotional appeal and rationalized appeal. However, the effectiveness of advertising is sometimes limited. The article uses two moderating variables（product involvement and brand awareness） to see if people’s response to advertising could be affected by these factors. Sport shoes and chewing gum are used to stand for high and low product involvement, and NIKE, Le Coq Sportif, Airwaves and Recaldent for brand awareness. A questionnaire was prepared and students of National Taipei University, were sampled. 221 valid samples were produced and analyzed by analysis of variance (ANOVA) and t-test. Four conclusions were reached: First, there is positive relationship between advertising attitude, brand attitude and purchasing intentions. Second, advertising appeal only makes a significant variation for brand attitude, but Advertising attitude and purchase intention are affected by the brand of the product of the sample advertising, so they aren’t significant variation. Third, the more people use products, the greater their understanding of the products. Different forms of advertising have no significant effect on. Lastly, when the product awareness is high, because the customers have strong brand cognition and attitude, different types of advertising appeal have insignificant effects on customers. When the product awareness is low, the rationalized appeal can help the customers build up the connection with the products.
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Yu, Hsiao-ying, and 余曉盈. "The Influence of Advertising Appeals, Consumer''s NFC, and Purchase Involvement on Advertising Effectiveness." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/27991959792663831042.
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碩士朝陽科技大學
企業管理系碩士班
95
The advertisement is an important bridge to connect both the companies and the consumers. The advertisers have tendency of using advertising appeals to reinforce the advertising effectiveness. In other words, the advertisers would like to draw attractions on consumers and to make them attempt to buy. However, different advertising appeals will affect advertising effectiveness. The purpose of this study is to discuss different advertising appeals (eg. rational appeals and perceptual appeals) can affect the advertising effectiveness with the heterogeneity of consumers. The survey is employed and 1600 questionnaires are sent to undergraduates in central Taiwan, and 1510 questionnaires are efficient. We have a pair of research design in this study, which the participants will assigned to two groups with rational appeals and perceptual appeals. We used ANOVA as the statistical instrument, and the result is that different advertising appeals affected different advertising effectiveness. Besides, we found out that the rational appeals have significant difference with perceptual appeals. In this study, we also found out that different advertising appeals will be moderating by need for cognition (NFC) of consumers. Then, the high-NFC consumers had significantly different from the low-NFC consumers with their advertising appeals. As for the purchase involvement, we proved that the moderating variables are workable. Furthermore, this research also figured out that the different advertising appeals has not affected on the effects of purchase involvement with high or low.
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Li, Tilung, and 李迪龍. "The Influence Of Mobile Advertising Involvement, Advertising Attitude, And Purchase Intention On Corporate Performance." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/08394050520295216511.
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碩士義守大學
資訊管理學系
100
With mobile telecommunication technology and wireless network greatly developing day by day, the mobile telephone is not just a mobile telephone.In recent years, the upsurge of the intelligent cell-phone makes the mobile terminal equipment become the new tool which transmits advertising information gradually and leading the advertisement stride into field of the new developing media.The mobile advertising obviously becomes a new way of marketing. We begin to find presenting of mobile advertising is more and more frequent in this new media which press close to consumers every day. In view of above-mentioned, this studying probes into how is the users’ accepting degree on mobile advertising; what attitude users think about to this new developing media “the mobile advertising”; what factors impel users to buy product from mobile advertising; whether the degree of involving into mobile advertising will interfere in the cognition of mobile advertising to the users, and then influence user's attitude for mobile advertising .Besides ,whether the purchase intention of users will influence on enterprise performance of mobile advertising , such as the market share, the growth of earning profit and so on. At first, setting up studying hypothesis by reviewing the Relevant documents of mobile advertising and technology acceptance model. Furthermore, the study probes into the influences of the information and interactions of mobile advertising, perceived usefulness, perceived ease of use and the advertising attitude on purchasing intention respectively and then probes into the influence of purchasing intention on an enterprise's performance. Studying data collection by questionnaire, the research objects concerning questionnaire have included the public consumers and the enterprise marketing sales mainly. The total questionnaire included by retrieving the effective sample of 358 from public consumer's questionnaires and the effective samples of 239 from enterprise marketing sales. The main conclusions are under-mentioned : first of all ,the information and interactions of mobile advertising have positive influence on perceived usefulness and perceived ease of use.And the degree of involving into mobile advertising not only has the influence between the information of mobile advertising and perceived but also has influence between the information of mobile advertising and perceived ease of use ; the degree of involving into mobile advertising not only has the influence between the interactions of mobile advertising and perceived but also has influence between the interactions of mobile advertising and perceived ease of use.And then the perceived usefulness and the perceived ease of use of mobile advertising have positive influence on the attitudes of mobile advertising ; the attitudes of mobile advertising have positive influence on the consumers’ product purchasing intention.Finally , as for enterprise, the consumers’ product purchasing intention has the positive influence on the enterprise business performance. According to the results of analysis, it could not only offer the developing tactics of mobile advertising service and the whole marketing directions of extending the mobile advertising service to the advertisement dealers but also offer the index to the following researchers who study on the mobile advertising.
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Yi-Lun, Lee, and 李宜倫. "The Comparison of the Influence of Advertising Appeal and Advertising Media Type on Advertising Effect between Taiwan and China." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/52872073526482602738.
Full textAbstract:
碩士大葉大學
國際企業管理學系碩士班
93
Advertisement is the most important and commonly used ways in marketing activities. The purpose of advertising is to deliver and promote information of products or services to consumers. Different appeal, media and advertising products can result in different advertising effects. The purpose of this study is to explore the different advertising effects resulted from different kind of advertisement. The variables in this study include advertising appeal (rational & emotional) and media type (print ads & TV commercials) as independent variables; advertising effects (advertising attitude & product attitude) as dependent variable and product involvement (high & low) as mediating variable. Finally, another test was performed to examine the relationship between advertising effects and purchase intention. The samples in this study consist of consumers in Taiwan and China, and all subjects were asked to finish the same questionnaire, contains the advertisement of cellular phones and instant noodles. The results are listed below: 1.Results show that different advertising appeals (rational & emotional) result in different advertising effects. 2.Results show that different media type (print ads & TV commercials) result in different advertising effects. 3.As a mediator, the involvement causes some mediating effects in the effects above. 4.The advertising effects were positively related with the purchase intentions.
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Cheng, Po-wen, and 鄭博文. "The Influence of Advertising Repetition on Consumer Behavior." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/81450775603172160575.
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碩士國立臺灣科技大學
企業管理系
93
We use different repetition-variation exposures in lab experiment context and investigate whether consumers would exhibit more favorable ad attitude in repeated exposures than one single exposure. In the main study, we show that individuals those whose attitudes were formed via either substantive variation or cosmetic variation will possess less favorable ad attitude than control group (single exposure) when the time of information processing is transient. Additionally, we also find that perceived quality would affect purchase intentions, brand trust and brand affect positively in context of fictitious brand. Even though the reliability of ad attitude is low, brand trust and brand affect would positively related to purchase intentions. These results provide great insight into advertisers and managers when the target brand focuses utilitarian claims or product-related attributes.
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Hung, Lai Hui, and 賴輝鴻. "The Influence of Consumers' Attitude for Comparative Advertising." Thesis, 1993. http://ndltd.ncl.edu.tw/handle/00311192374576064483.
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Ke, JhaoSiang, and 柯朝翔. "The Influence of Trait Reactance On Interactive Advertising." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/90246920296177877891.
Full textAbstract:
碩士國立中正大學
行銷管理研究所
100
Interactive advertising is a kind of advertisement which directly interacts with consumers. Through interactive advertising, consumers can receive timely feedback from these advertisements. Additionally, trait reactance is an assortment of individual personality. Individuals with high trait reactance would be easier to resist when choices are limited and the psychological resistance would also give consumers negative word-of-mouth and impressions over the products and brands. This research intends to explore the influence of interactive advertising on advertising effect and the moderating effect of trait reactance. An experimental design was conducted with results showing that interactive advertising would significantly increase advertise attitude, brand attitude and purchase intention while trait reactance would only have moderating effect between advertisement type and attitude toward advertising. This study further concludes several implications for companies and provides suggestions for future researches.