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1
Hodzic, Alma. "Advertisements in English in a non-English speaking country : A study on the use of English in Swedish magazine advertisements". Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-28632.
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In today’s globalized world there are not many limitations in the communication between people, and companies from different parts of the world. There are several methods companies can use to reach out to people, and one method is through magazines. When reading a magazine it is nearly impossible to not notice advertisements. The purpose of this thesis was to explore how the English language is used in Swedish magazines. Also, how do Swedish companies versus foreign companies use English in their advertisements in Sweden? This is a qualitative study in which four different magazines, and two issues from each were observed. Several studies have been completed on advertising and language, and those studies are introduced and discussed in this study. However, few studies have been done on the language in advertisements in Swedish magazines. The method consisted of documenting and saving all the advertisements in the magazines, and their language choices were then analyzed. This study reveals that English is used in Swedish advertisements to a notable extent. Nevertheless, there were some interesting differences between foreign companies and Swedish companies. For instance, in some cases Swedish companies used English to a greater extent than the foreign companies.
2
Olofsson, Anton, i Michal Pietz. "Advertisement to Mobile Phones, Success or Failure? : : A STUDY OF SWEDISH YOUTHS ACCEPTANCE TOWARDS RECEIVING MOBILE ADVERTISEMENT". Thesis, Umeå University, Umeå School of Business, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-24598.
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The great technological development under the last decade has given the organizations new possibilities to market them self. Mobiles phones, smart phones and the new ultraportable laptops which make it possible to for organizations to send advertisement consumers 24/7. This has led to a steady increase in research during the last decade concerning mobile advertising. The research has mainly been focused on how problems with negative attitudes towards mobile advertising can be changed in to positive ones. Mobile advertising suffers from the same problems as several recently introduced marketing channels have done e.g. ecommerce like trust, privacy and risks. Beside the negative aspects, mobile advertising research has focused on identifying factors that will stimuli consumer willingness to receive mobile advertisement and identified a target group for this marketing channel. The target group has been identified to be young adults in the ages of 18-35. We will in our research´focus on this area about this different problem factors with mobile advertising and try to find which factors that are most important and affecting consumers attitudes towards mobile advertising we further want to develop ideas for how marketers can construct mobile advertising so that consumers accept it as a marketing channels. To examine this, quantitative method was used with a sample of 198 15-19 year old high school students in Umea responding to our survey. The sample was chosen because we believe that this age group will be the ones that are the target for mobile advertisers when the business have picked up more speed in a few years time. This group has also been identified by other researchers as an interesting segment to investigate. We have a positivistic approach to the study and therefore we have worked out six hypotheses that will be tested and then compared with our theoretical framework using a deductive method.
Our findings confirmed five out of six hypotheses. Consumers are negatively affected by factors as risk, lack of trust and privacy. The attitudes can change towards more positive ones if consumers perceive the advertisement relevant, entertaining, valuable functional and if they get some form of incentives for receiving advertisement. The hypothesis that we were not able to confirm concerned the consumer factors where only three of five factors were significant in our tests.
3
Bengtsson, Lisa. "How advertisement can affect attitudes - A qualitative study of how attitudes are towards advertisement through SMS and email". Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20595.
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Det ämne som undersöks i denna uppsats är attityden mot reklamutskick via SMS och e-post. Syftet är att undersöka vilka faktorer som bidrar till attityden och om åldern spelar in som en faktor och om attityden är densamma till reklamutskick via SMS som den är via e-post. En enkätundersökning har genomförts med 139 respondenter som låg till grund för den kvalitativa fokusgruppsundersökning som den största delen av resultatet bygger på. Enkäten har besvarats av individer runt om i Skåne som är i ålder 20 år och uppåt. Enkäten skapades för att kunna identifiera problem och perspektiv inom ämnet som sedan fokusgruppens diskussioner kunde bygga på. Fokusgruppen hade fem stycken medverkande och dessa individer representerade de olika åldersgrupper som enkäten omfattade. Vilket också resulterade i att det var olika åsikter som framkom och en diskussion kunde skapas utifrån olika perspektiv.Enkäten och transkriberingen från fokusgruppen har sedan resulterat i ett resultat som redovisar skillnader och likheter gällande acceptans och attityd mellan de olika kanalerna. Det visar också vilka faktorer som påverkade mottagandet av reklamutskicken via SMS och e-post. De slutsatser som kan dras från undersökningen är att attityden mot reklam via SMS och e-post är av negativ ton enligt fokusgruppen och enkätundersökningen. Om en positiv attityd ska kunna uppnås måste reklamutskicken vara bra utformade, skickas i rätt tid och ha en relevans till mottagaren och mottagarens livsstil. Man kan även dra slutsatsen att attityd inte kan kopplas ihop med ålder. Enkätundersökningen och fokusgruppen påvisar samma attityd och beteendemönster när det gäller SMS och e-post vid alla åldrar.The topic that is examined in this paper is the attitude towards promotional messages through SMS and email. The aim is to examine the factors that contribute to the attitude, if age comes into play as a factor and if the attitude is the same for promotional messages via SMS as it is through email. An investigation has been conducted by means of a survey with 139 respondents that formed the basis of the qualitative focus group that the largest part of the result is based. Individuals around Skåne that are in the age 20 and up answered the questionnaire. The survey was designed to identify problems and perspectives that the focus group discussions could build on. The focus group had five participants and these individuals represented the different age groups that the survey encompassed. Which also resulted in different views that were aired and a discussion could be created with different perspectives involved.The inquiry and the transcript from the focus group demonstrate the differences and similarities regarding acceptance and attitude towards the different channels. They also show which factors affected the receipt of promotional mailings through SMS and email. The conclusions that can be drawn from the survey is that the attitude towards advertising through SMS and e-mail are with a negative tone according to the focus group and survey. That if a positive attitude is to be achieved, promotional mailings has to be well designed, have to be sent on time and have a relevance to the recipient and the recipient's lifestyle. One can also conclude that attitude cannot be connected with age. The survey and focus group are demonstrating the same attitude and behavior when it comes to SMS and email for all ages.
4
Chu, Sio Heng. "A study of real estate advertisement from a functionalist perspective". Thesis, University of Macau, 2009. http://umaclib3.umac.mo/record=b2178627.
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Blomquist, Eric. "Variety versus Recurrence of Advertisement in Cross Reality Experiences". Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-251317.
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Advertisement is funding a lot of the digital landscape we interact with on a day-to-day basis. As our digital landscape evolve and the field of Cross Reality is maturing, it is of value to examine its compatibility with this mean of monetization. With the perspective of three major stakeholders in mind (advertisers, developers and end-users) this study examines the impact of two different sets of advertisements, one set from a variety of brands and one set from a single brand, in a Virtual Reality experience. A user study is conducted with data being collected through a questionnairesupported interview as well as the advertisement software within the virtual experience. The results show very little impact on the user experience in general, however the data suggests a significant advantage for a variety of advertisement in terms of subconsciously reaching the user.Reklam finanansierar stora delar av det digitala landskap vi interagerar med dagligen. Allt eftersom tekniken utvecklas och området Cross Reality mognar, är det av värde att undersöka dess kompabilitet med denna typ av finansiering. Ur perspektivet av tre huvudintressenter (annonsörer, utvecklare och slutanvändare), undersöker denna studie inverkan från två olika uppsättningar av reklam. Den ena uppsättningen består av reklam från en variation av varumärken och den andra uppsättningen består av reklam från ett enskilt varumärke. En användarstudie genomförs med data som insamlas via en enkät-stöttad intervju samt genom mjukvaran som levererar reklamen inom den virtuella upplevelsen. Resultaten visar väldigt liten inverkan på den generella användarupplevelsen, dock antyder datan att det finns en signifikant fördel för en variation av reklam när det gäller aspekten att undermedvetet nå användarna.
6
Aqil, Hammad, i Asim Iqbal. "The dilemma of children’s advertisement on television in Sweden". Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-46999.
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Sigot, Luca. "TV advertisement and social networks: an empirical study with young adults". Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/9830.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe aim of this research is to investigate the possible synergies between TV commercials and a brand Facebook profile. Different executional cues were tested to determine which one could create the greatest awareness of a brand profile and if, by choosing one cue over another, the intention to visit a brand profile could be influenced too. The experiment involved 400 young adults who were invited to watch a video online and, subsequently, to complete a survey. Results suggest that while the different cues were able to create different level of awareness, no effect could be observed on the intention to visit the brand profile.
8
Johansson, Tina, Martin Eklind i Martin Samuelsson. "B2B Relationships in the Advertisement Business : A Study of Advertising Agency-Client Relationships". Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1206.
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Abstract
In the complex business environments of today, firms are in need of external expertise in order to achieve a competitive edge. The increased complexity is partly due to technological devel-opment and facilitated global access affecting most markets. Therefore, marketing activities has increased importance in a firm’s core strategy. Being able to communicate to customers in a creative and more direct way is vital in order to survive in a global battlefield. One interesting question is how one should involve external expertise in achieving successful marketing in an effective manner. There seem to be difficulties in maintaining long-term agency-client relation-ships and one could question why? Quite often one finds clear differences reflecting role defi-nition and what the parties expect of each other.
The purpose of this thesis is to analyse the relationship between advertising agencies and their clients. The authors aim to investigate how companies use external influence/advertising agencies in their marketing communication process and identify the crucial factors leading to suc-cess/failure of agency-client relationships.
A pre-study was made in order to get an understanding about the actual situation on the field, and gave us the interest in investigate the agency-client relationship. Then, a qualitative multiple case studies have been made and gave a relatively good insight in the agency-client relationship. Insight in where the relationships are lacking and where improvement is needed.
The authors discovered that why agencies and clients fail in their relationships, many times is a result of miscommunication and misunderstandings. Attitudes towards each others field of op-erating and lack of dialogue seem to be the reasons why this appears. They need to meet at a level somewhere in between the points at the present, hence need for agencies to have a deeper understanding than present client desire and for agencies to be able to adjust to client needs, and correlating their abilities. The key is communication. A lot of the improvements is up to agencies in mediating and marketing themselves in a more efficient manner than today. Advertising agencies are often failing in establishing an effective communication process with their clients.
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Johansson, Andreas, i Erik Lindmark. "Generational attitudes towards sexual advertisement : A comparative study between Sweden and South Korea". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105203.
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To break through the clutter of advertisements, some advertisers uses sexual appeal as a technique to increase visibility and sales. The purpose of this study is to examine, from a Swedish and South Korean perspective, how the attitude towards sexual appeal in advertising differ between generations. Culture and age has been proven to be factors affecting attitude towards advertisements, and previous research has found that the attitude towards sexual appeal in advertising between Swedish and South Korean university students only differed slightly. To examine the attitudes, data was collected through a questionnaire. The results suggest that the attitudes of each age group are generally rather similar, regardless of culture. Ages 18 to 30 showed most negativity towards sexual appeal in advertisements.
10
Song, Xiao Dong. "Investigating adaptive translation from a functional perspective : a case study of commercial advertisement translation". Thesis, University of Macau, 2007. http://umaclib3.umac.mo/record=b1781059.
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El-Garhi, Samir, i Roberth Ericsson. "Consumers' attitude towards mobile advertisement : A study within the smartphone era among Ghanaian consumers". Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25831.
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Bloom, Oskar, i Pontus Liljenberg. "Video Storytelling Advertisement : A quantitative study about the effect consumers’ attitude towards the brand". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76764.
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Background: In order for marketers, brands and companies to be successful in the advertising environment the stress for well developed content and messages is a necessity. To have a competitive advantage it is all about the attention a advertisements gain by the audience and the public eye. Storytelling advertising is a marketing tool that during the past years have been highly recognized due to its effective and powerful ways to make market changes and branding. Stories can mediate various heightened emotions that could trigger and evoke emotional responses with the audience. Since companies all over the world spend hundreds of billions each year on marketing, it is important for marketing managers to understand how the advertisements affect the consumers in order for them to make decisions that are cost efficient and affect the consumers in the way they are intended. However, this research focus on the effect of two specific emotions when applied to video storytelling advertisements. Humoristic and dramatic. Purpose: The purpose of this study is to extend the understanding of the effect of video storytelling advertisements on consumers’ attitude towards the brand. Methodology: A quantitative research was applied to collect the data using a online questionnaire in order to further analyze and describe the relationship between the different variables. Conclusion: The findings of this research suggests that video advertisements positively influence the consumers´attitude towards the brand. It also suggest that that the attitude towards humorous advertisement not only is affected by the affective and cognitive dimensions, it is also affected by the demographics of the viewer. This indicates that humor is perceived differently by different individuals which needs to be taken into consideration when it comes to marketing communication. Also, findings indicate that the attitude towards the brand is affected positively if the advertisement is seen as a story by the viewer, which shows that storytelling is an efficient approach to use within marketing communication.
13
Liu, Ching-Hsuan, i 劉景璇. "A Study of Advertisement Memory and Advertisement Appreciation on the Web Advertising Effects". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/30472248882079485970.
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碩士立德大學
資訊傳播研究所
98
According to the Investigation of Digital Media Marketing Resources News Letter, Yahoo website is the most popular homepage over 80% people in Taiwan. In order to understand the effect of web advertising, Yahoo website is taken as the example for a questionnaire survey to study the advertisement memory and advertisement appreciation of the internet users. Internet advertising is an important business issue. The most important issues for web advertising are the web advertising differences due to the different types of web advertisement, how to develop the audiences’ advertisement appreciation in order to avoid falling into web traps, etc. As found in this work, the click rates are higher in the well-known websites, over half of the tested subjects often looking for interested goods or services through internet, and over 70% tested subjects have ever experienced customer behaviors because of web advertisements. Besides, the level of advertisement memory shows insignificant effect on the advertisement appreciation.
14
Peng, Hsin-Ying, i 彭心盈. "A study of Japanese Advertisement Title". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/k895r7.
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碩士東吳大學
日本語文學系
96
Advertisement is usually used for sales promotion, headlines of advertisement in the newspapers and magazines have to attract consumers for consumption behavior with advertisement speech in limited words. Hence presentation of advertisement speech appears to be very important. Appeals of advertisement could be divided into rational appeal and emotional appeal. Many advertisement use emotional appeal to inspire the consumers’ resonance. Up to now, analysis of advertisement speech most focus on the figure of linguistics, it lacks analysis of emotional appeal. Aiming at the advertisement speech in the “News advertisement speech encyclopedia industry 2” published by PIE BOOKS, the thesis chooses advertisement speech of four kinds of items “Car”, “Cosmetics”, “Alcoholic Beverage” and “Household electric appliance” to analyze and adds the concept of sex difference into analysis. By analyzing the advertisement speech of four different products, hoping it can find the similarities and differences by comparing, and hence we can find the rhetoric characteristics of Japanese advertisement speech. The thesis uses rhetoric as the tool. With respect to the analysis of rhetoric, based on 3 main persuasive ways among “Aristóteles rhetoric” and both the persuasive way and emotional relationship theorem among “George Campbell”, it analyzes total 969 advertisement headlines and classifies them into 6 main categories and 23 sub categories, induce the persuasive ways of advertisement speech, and then conclude language strategy applied by advertisement speech.
15
游家豪. "A Study of Digital TV Advertisement Format". Thesis, 2005. http://ndltd.ncl.edu.tw/handle/35917226520622644876.
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SHUN-PING, CHEN, i 陳訓平. "A Consumer Attitude Study of Web Advertisement". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/59376147045765015125.
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碩士國立臺灣藝術大學
多媒體動畫藝術研究所
92
Upon research, most of the internet users do not pay attention to and even dislike web advertisement. In addition to study the differences between visual and acoustic web advertisement styles, this research explores the effects of the two styles on consumers. We first analyze related past works, followed by developing new web advertisement style, and named “Style of Speech Marketing” web advertisement. This research is then conducted based on experimentation, by random sampling and independent Samples Test. By measuring advertisement feedback and degree of attention, our result indicates consumers are more attracted to acoustic than visual web advertisement. The measuring of response time of clicking on advertisement reveals acoustic takes only 26% of what is needed for visual. This significantly evidence“Style of Speech Marketing”outperforms visual style web advertisement.
17
Ya-Hui, Chang, i 張雅惠. "The Study of Arguments,Peripheral advertisement effectiveness". Thesis, 1998. http://ndltd.ncl.edu.tw/handle/81640308574447229616.
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Ou, Tzu-ling, i 歐姿伶. "The Advertisement Effectieness Study of Hypnotic Technique Banner". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/20855989366454874947.
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碩士國立雲林科技大學
企業管理系碩士班
92
Internet has opened up since 1991, and its commercial applications have been gradually mature. With the increasing users and their decreasing ages, internet will inevitably become the main searching tool for consumers in the future. Therefore, web advertisements will also be an important media for enterprises to deliver their information.The previous researches on effectiveness of web advertisements can be divided into forms and contents. But this study is based on advertisement psychology, uses hypnotic techniques and principles to make a banner; and utilizes subconscious communication to deepen consumers’ memory, attitudes, and the following consumption. This research adopts laboratory experiment, uses fixable place banner, after experimentalists click the banner, plays the hypnotic techniques advertisement, and give suggestions for them when they finish. Also, we record and analysis advertisement effectiveness of experimentalists, the advertisement effectiveness including memory, confirming, attitude and behavior. At last, we consider about the experimentalists’ the imagery systematic tendency, the suggestion inductance and personal characteristics, and then discuss their influences on the advertisement effectiveness. The findings reveal that advertisement effectiveness─advertisement memory is significant difference between the web advertisement which uses the hypnotic technique and the one does not. Consequently, the first step to achieve advertisement effectiveness is to make consumer remember the products and the brands in advertisement. Then we can go further step. This research utilizes hypnotic technique to web advertisement. It is not only the pioneering work of advertisement information transmission research but also advancing new fields of hypnotic application.
19
Chiu, Shu-Chen, i 邱淑珍. "A Study of Marketing Strategy in Advertisement Industry". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/tnbt28.
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碩士國立臺北科技大學
管理學院經營管理EMBA專班
100
Observe the current market environment, the market competition, rapid downturn of average unit price and other changes are all affect the Advertisement dissemination companies’ strategy development. So, how to employ suitable corporate strategy, competitive strategy, and then import to the market, to produce well business performance are the striving direction of Advertisement dissemination companies. In this study, we used the qualitative depth interview as our method. We interviewed with industry experts and business people, and then used the induction approach to analyze tedious interview data. he conclusions of the research are as followed: We find out appropriate marketing strategies, satisfactory value to customers, and competitive advantages. Furthermore, the employees are important to provide the demand for key customers and create more customers’ satisfactions and promotion activities lead its products expand in market quickly.
20
Kuo, Hsu-Hsing, i 郭旭興. "Study on the Advertisement Done by Wu Niangzhen". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/jfu87d.
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碩士國立中正大學
台灣文學研究所
103
This study focuses on why the Advertisement Done by Wu Niangzhen can be well accepted by audience, further become a shining brand. Through the research, we found that the Advertisement Done by Wu Niangzhen normally wrote, directed, performed all by himself , which have got big effect from the market. Due to this, Wu has been seen as the King of the advertisement. Based on the analysis of 68 advertisements produced by Wu Niangzhen Workhouse, we try to conclude that the image of Wu represents collective memories of Taiwanese about the local development in the past few decades, that is why any of his appearances, voices and words on the screen can deeply touch the heart of his contemporary audience. Moreover, Wu is a very good story-teller since he went through lots of training when he was a child. The technique of story telling and the representative image of Taiwanese in fifties brought him the success of the brand.
21
Yu, Yi-jung, i 游宜蓉. "The Study of Advertisement Knowledge Database:Ontology-Based Perspective". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/81869019473076732452.
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碩士國立雲林科技大學
資訊管理系碩士班
102
There is not a shred of evidence nowadays people are surrounding with advertisements, appearing by a variety of media, such as TV, movies, on-line game and Internet. Due to a lack of the effectively constructing, building and sharing advertisement knowledge, Marketing people are usually ill-informed regarding their innovations on advertisement. Thus, the call to bridge the understanding gap between advertisements learners and practitioners become loud. The main purposes of this study are threefold. First, it systemically investigates the advertisement knowledge, using Protege, in terms of Formal Concept Analysis (FCA) that drives the relationships between objects and attributes. Second, from the practical standpoint, it empirically constructs the ontology of advertisement knowledge to deal with the information that is based upon the concepts that people consider meaningful and understandable. Finally, for knowledge sharing purpose, it also builds the Web interface, which can support users increase, apply and expand the knowledge of advertisement. Keywords：Knowledge Database, Ontology, Formal concept analysis
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Sun, Han-Chien, i 孫漢傑. "A Study of Typography Expression on Graphic Advertisement". Thesis, 1997. http://ndltd.ncl.edu.tw/handle/10645715870449067432.
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碩士國立台灣工業技術學院
工程技術研究所
85
The subject of this study is to discuss the gestaltung and importance of typography on graphic advertisement by documents .By the KJ method, it''''''''s to classify the graphic advertisement. That express on typography, and by the research, it''''''''s to differ from the creative people and non- creative people response. The study result could give creative people and typography education as a reference. The final findings are:1. By the KJ method and documents, we can divide 310 advertisement Into 7 groups by typography and copy research.2. By the copy research, all the examined numbers consider calligraphy as the most violent one. The other are understandable. The calligraphy is the most obvious expression in typography.3. By T-test, in the creative team, copywriters'''''''' and designers'''''''' recognition are the same. Creative team and non-creative team have different recognition. Three items have opposite results. They respectively are: 1) The creative people think the form of text as the most innovation and the non-creative ones think it as the most non- innovation.2) The creative people think the calligraphy as the most sprightly and the non-creative ones think it as the most boring.3) The creative people like the understanding most, and non-creative ones dislike most. Totally, from of text gets the highest evaluation, and texture of text gets the lowest one in the creative team; text decoration gets the highest evalution and calligraphy get the lowest one in the non-creative team.4. In the survey of two attitude "preference" and "interest", we can prove that viewer like amusing advertisement more. We should use the interesting typography to communication effectly.
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Kuo-Jung, Huang, i 黃國榮. "A Study of Surrealistic Expression on Graphic Advertisement". Thesis, 1996. http://ndltd.ncl.edu.tw/handle/12566374959835782828.
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碩士國立臺灣科技大學
工程技術研究所
84
Theme of the study is to analyse relative theories of how surrealism influences the expression of graphic design and to raise related factors of how to display the characteristics of surrealistic style.Besides, having analysed and presumed, some possible factors are connected to why the surrealistic expressive ideas are adopted quite often by graphic designers. Finally, some useful rules of surrealistic expression are suggested to those who are in graphic design field. Here are summaries of the study: 1.To create a work of graphic advertisement with surrealistic style, some factors of expressive image are essential: (1)antilogic in space (2)antibiography and antiphysics in material (3)non common sense in realization. The essential factor of expressive way is "transformation of concrete stuff". That is to say, the transformation of expressive image or expressive way is beyond people''''s comprehension of visional logic. The transformation and the recognizable factors of concrete stuff can result in surrealistic effects and characteristics through realistic comparison. 2.There are some possible factors conected to why the surrealism images have been adopted by graphic designers for quite a long time. They are the ideas and methods of how to create inspiiration and improve imagination.
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Lin, Yih Gen, i 林溢根. "A Study of Legal System of False Advertisement". Thesis, 1996. http://ndltd.ncl.edu.tw/handle/18146262832142019827.
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KANG-MING, LIANG, i 梁康敏. "A Study of Vissual Communication OF Graphic Advertisement". Thesis, 1998. http://ndltd.ncl.edu.tw/handle/42250129023562900127.
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碩士國立臺灣科技大學
工程技術研究所
86
This paper is to study the visual expression of graphic advertisement by evaluating16 cases, covering 4 categories of automobiles, foods, personal commodity and home appliance, which were awarded in the graphic sessions of 1997 China Time Advertisement Golden Awards. The study is based on FCB theoretic models which differentiate productattributes into 4 modes: high involvement/rational thinking, high involvement/emotionalinstinct, low involvement/rational thinking and low involvement/emotional instinct to further explore the methodology of advertisement''s visual expression; and study theadvertisement strategy, creative thinking, creative execution and visual expression when performing advertiswment production of different products. The study can be conaluded as following:1. From advertisement strategy perspective, its advertisement objective is always derived from specific sales objectives. The strategy is implemented via adopting "brand characteristic" and "product''s interests" ways. From product''s attributeperspective, the strategy of "high involvement/ration thinking" is addressed byadopting "brand characteristics" and "comparative" way;"High involvement/emotionalinstinct" always adopts way of "proposed objective" while "low involvement/emotionalinstinct" way of advertisement has no specific implementataions.2. It is much often that advertisement creativity comes from product''s interest anddeeply embedded in the core of product via a key wors or a solid event.3. The advertising appeal mostly comes from emotional expressions. High involvement/rational thought and low involvement/emotional instinct are synthetically-appealed;high involvement/emotional instinct and low involvement/rational thought are emotion-ally-appealed.4. The production of creative ideas always comes after the previous workplan. The contentis usually discussed by both sales and ctrative members.5. In the part of visual expression, most advertisement copies are written in longcolumn. For example, high involvement/rational thought and high involvement/rationalthought is in short one, yet for those ads of respect to the layout, an overall graphicis chosen in priority, and along computer-visual-processing; the hand-made pictures areseldom used. The style of illustrations is symbolic of reality and mostly deals withproduct''s feature expressions.6. The advertising strategy is the landmark of creation, but rarely has anything to do with creative expression.
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Chang, Yuan-Cheng, i 張原誠. "Study on the Effects of Advertisement Spokesperson on Advertisement Effectiveness by Advertising Ethics as the Interference Variable". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/07199188359678265881.
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Chen, Ching-Hung, i 陳慶鴻. "A Study of the relationship between the advertising way and the advertisement''''s performance:the e-mail advertisement case". Thesis, 2002. http://ndltd.ncl.edu.tw/handle/67114864017094117761.
Pełny tekst źródłaStreszczenie:
碩士中原大學
資訊管理研究所
90
The research is to study the relationship between the advertising way and the advertisement''''s performance on the email. And we investigate Ad placement and personal attribute as mediators of the advertisement''''s performance. This study to team up with 「SOGI.NET」the famous mobile website in Taiwan and use the research of field study.The contribution of this research includes the following: 1.The advertising way have significant influence on advertisement''''s performance. 2.Personal attribute have significant influence on advertisement''''s performance. 3.Top placement of eamil has the highest click rate. 4.When having many different advertising ways on the email, rich medias Ad has better advertisement''''s performance. This study can help enterprise get more benefit when they are run email marketing.
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Wei, Chang Hsen, i 張欣偉. "The Study of the Effect of WWW Interactive Advertisement". Thesis, 2000. http://ndltd.ncl.edu.tw/handle/66926004281888953369.
Pełny tekst źródłaStreszczenie:
碩士大葉大學
工業關係研究所
88
The rising of WWW interactive advertisement has been the focus of global advertisement industry. The development of internet and WWW interactive advertisement are keenly discussed in native and foreign periodicals and conferences in recent years,and the results are not the same；some are positive ，and others are negtive.We can predict that interactive media and WWW interactive advertisement have critical meanings in both theory and practice. We use questionnaires to investigate the effect of WWW interactive advertisement on consumers in this study so that we can understand consumers’ attitudes about its value ，and we can also divide these consumers into some groups. First，we conclude the value of WWW interactive advertisement into 5 aspects：value of information、value of convenience 、value of positive affection、value of negtive affection，and value of participation.The relation between positive and negtive affection is not linear. Second，we divide consumers of WWW interactive advertisement into 4 groups：highly interested、normally interested，lowly interested，and rejective. Finally， acoording to all the statistics and data we collected，we can make descriptions of these 4 groups in detail.
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Hui-LiChang i 張慧利. "The Study of Advertisement and Marketing on Ming Merchandise". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/knmm87.
Pełny tekst źródłaStreszczenie:
碩士國立成功大學
歷史學系碩博士班
98
Advertisements (ad) are seen as a kind of commercial behavior on the part of all businessmen, both past and present; its forms are highly diverse. Advertising uses various media (print, TV, internet, etc) to convey sounds, banners, words and images to promote products/services. It employs psychological motivation, such as the reputation of celebrities to influence the mindset of ordinary consumers. Its purpose is not simply to get the public to keep buying familiar products or to inform the public of new ones appearing in the market, but also to stimulate desire for the product or service. The evolution of ads follows the times. The rise and fall of any dynasty will not hinder its development; to the contrary, many new methods are used and multiple presentations have often been seen. In particular, in the Song Dynasty, because of the separation of the ‘shops system’, the animated night market impacted the related development. For instance, the tea house, pavilion and gate could all be used as a new type of advertisement. The vivid methods of advertisement used were quite amazing. Until the Ming Dynasty, the making of ads had not changed much. But due to the development around the southern areas of the Yangtze River, different types of commodities were booming. The social status of the merchandisers was raised. Their positive figures were described in novels and other genres of literature. Besides the advertisement description, many ad approaches were also tried, for example, low price, retail sale, favorable travel project, placement marketing, catalog and packing. There was a special phenomenon involving the competition of book sales. Based on the commercial benefits, bookshop owners utilized numerous ads inside dramas, commercial books (books for daily purposes) and especially in novels, for instance, the beautification of book covers, the effects of illustrations, the influence of celebrity, the portraits of book shop owners, the trademarks, and even the self-advertisement in wordings. Furthermore, the marketing strategies like book bands, album collections and independent bookstores could be found as well. The research aims to explore the economic influence of merchandise during the Ming Dynasty, the variation of ad methods between the Song Dynasty and the Ming Dynasty and with the emphasis on the Ming Dynasty. It is hoped that the initial formulation and subsequent research on advertisement and marketing in the Ming Dynasty will be better understood.
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Wu, Chin-chen, i 吳金城. "An Empirical Study on Users’ Preference for Internet Advertisement". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/07201677724433013702.
Pełny tekst źródłaStreszczenie:
碩士國立成功大學
企業管理學系碩博士班
96
The market of internet advertisement has grown up very quickly recently. As long as users surf the internet, various kinds of internet ads will show up to attract consumers and try to make them get more information as well as purchase goods or service in the internet. Generally speaking, the main internet ads can be divided into three types: banner, electronic DM (eDM) and keyword ad. This research refers to Brackett & Carr’s advertisement attitude model and uses the cognitive factors (informative, entertainment, irritation, credibility) to compare users’ preference among different internet ads. In addition, this research also tries to discuss the influence of demographic variables and internet users’ habit variables. The major findings of this research include: 1. There are differences among these three types of internet ads significantly. Electronic DM is inferior in informative, irritation and credibility scales to the other ads. For entertainment scale, banner is superior to eDM and keyword ad. 2. For demographic variables (gender and education level), female consider that the three ads provide better entertainment than male do. However, other factors merely make minor impacts on the preference among internet ads. 3. When it comes to the habit of using the internet, this research discovers that users who use email more often will give higher informative evaluation of eDM. And the habit of using search engine doesn’t influence the evaluation of keyword ad.
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Hung, Ya-chi, i 洪雅琪. "A Study of Japanese Advertisement Title─Centering in Quantifiers─". Thesis, 2003. http://ndltd.ncl.edu.tw/handle/75103972911086687381.
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碩士國立高雄第一科技大學
應用日語所
91
This paper is for examining the uses of Quantifiers frequently encountered by learner of Japanese language, and will take Advertisement Titles in Japanese Newspaper, the most frequently used in daily life. For the actual uses of Quantifiers, survey in 3 levels — (1) contents of representations, (2) survey of vocabulary and (3) analysis of composition, from the angle of linguistics. The contents of survey in this research is mainly in the following 3 aspects. Firstly, Based on the indicating principles in the Asahi Shinbum News Words Manual published by Asahi Shinbum and separate them in 1. Digits, 2. Kanji numbers, 3. Classifiers, 4. Metering Unit and 5. Uncertain quantifiers. It is hoped to find out the indicative situation of quantifiers in modern Japanese language and to identify the characteristics of Japanese advertisement. Then there follows with the characteristics of the meaning of quantifiers, trying to analyze the composition of quantifiers / vocabularies in the advertisement titles. Also, through the analysis of quantifiers in advertisement titles in different trades, it intends to induce the common vocabularies and exclusive vocabularies, and compare the two categories to find the similarity and difference, also, it extends to the analysis of composition of new coinages. Thereafter, survey is made to the location of quantifiers in advertisement text, start of a sentence, end of a sentenced and between the start and the end, and independent for studying the composition of quantifiers and characteristics in advertisement title. Finally, in conclusion, through the result of such survey, we conclude the impact of quantifier in advertisement on consumers, both psychological level and to the society as a whole.
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Huang, Yu-Ting, i 黃于庭. "A Study of Print Advertisement Effect in Military Recruiting". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/12037906648573827145.
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碩士台南應用科技大學
國際企業經營系碩士班
103
In response to mass expectations and defense transformation policies, all-volunteer is the goal of military recruitment nowadays. Therefore, recruit high-quality manpower is a critical project to the Armed Forces. This research aims to assess the effects of printed advertisement, their degree of understanding, and motivation to apply after reading the materials. The survey uses 420 students from Tainan University of Technology. Total 347 out of 420 questionnaires were effective. The study adopts SPSS to do the data analysis, including descriptive statistics, reliability analysis, independent-sample t test correlation analysis and regression analysis to examine the structure validity. This research uses advertisements of the Armed Forces for testing, to increase the effectiveness, we suggest the different recruitment offices to use different campaigns for different subject; furthermore, our study indicates the test subject’s financial and social motives will increase the awareness of the campaign, as a result increases the motive to enlist and the good impression of our armed forces. Therefore, we recommend strengthen the compensation aspects and social support of enlisting, making the campaign a useful tool for recruiting people, and achieve the goal of all-volunteer militaries.
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Chang, Ya-Lin, i 張雅琳. "The Study of Magritte Style Applies to Graphic Advertisement". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/06930215403674189039.
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碩士臺中技術學院
商業設計系碩士班
97
In Taiwan, most of the research on advertisement study about representation, benefit to the mass media, visual effect of graphic form by surrealism’s viewpoint. No one studies the connection between representation and creation by special style in art. Visual creation is an important part in advertisement. Surprising and charming creation often comes from the special concept and the illogical sight. Magritte, an artist in the West, to think and to suspicion the truth becomes the symbol of eccentric and bizarre images. Thus, this study brings up the viewpoint that Magritte style can promote shocking visual creation. It attempts to prove that the representation is the same as the creative cases of the 1997-2007 Times Advertising Awards. By the way, the images’ text can be found out the different cultures, including pop, consumption, post-modern of social situation. This study of Magritte style applied to graphic advertisement connects between visual representation and inside meaning, including two directions： (1)Content analysis：First, analyzing the creative psychology, the knowledge of society and economy in Magritte’s works. Understanding the information about graphic advertisement and how to transform the concept into visual creation. Second, to prove the advertising copy is the same as Magritte’s word paintings by Roland Barthes’ pseudo-syntaxe and the representations are the same as Magritte’s non-word paintings by analogical reasoning. (2)Text analysis：Expounding Magritte style contributes to the consumer culture, pop culture and post-modern in the present age. According to the content analysis can induce two parts： (1)The positive and impossible aspects regarding the usage of Magritte style in advertising are discussed. (2)The customer’s desire and the social meaning can be compiled by Maslow theory. Text analysis comes from extending the conclusion of content analysis, accounting for three kinds of viewpoints. The results are as follow： (1)In consumer culture, the common feature of Magritte’s concept and customer’s desire can find out multiple significances. (2)In post-modern, Magritte style that possesses the deconstruction emerges from visual symbol, logical perception, and conscious of culture. (3)In pop culture, the graphic advertisements of Magritte style can lead to popular slang and recreational existence. In conclusion, Magritte style’s value connects with the creative strategy in advertisement, providing a reference for designers or planners to make the idea of visual representation or the destination of customer’s requirement.
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Kuo-Chieh, Liao, i 廖國傑. "A Study of the Effects of Online Comparative Advertisement". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/23394938919979513642.
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碩士國立嘉義大學
資訊管理學系碩士班
98
Due to the development and increasing popularity of the Internet, online shopping has become an indispensable part of modern life. The ever-increasing online trading has contributed to the brisk development of online advertisement. Unlike TV advertisement, online advertisement is deeply appreciated by advertisers as it can be broadcast 24 hours at a low price. Many scholars have explored the advertising effects of different types of online advertisement; however, one type of advertisement, comparative advertisement, has been seldom discussed. Most studies on comparative advertisement focus on the advertising effectiveness of print advertisements only, while fail to integrate the information technology to demonstrate the comparative advertisement more lively and interactively, thus, unable to probe into the effectiveness of enhancing consumers’ attitudes toward advertisement and intension to purchase, as compared with pictures and text descriptions. Therefore, this study aims to integrate comparative advertisement with “interactivity”, and divide advertisement products into two types, namely low and high task-complexity, to explore whether there is any interactive relationship between comparative advertisement and task-complexity. This research indicate that:（1）comparative advertisement certainty can enhance product positioning and narrowing the gap with the leading brands. To new brand, appropriate use of this advertising method will help to improve product image; （2）when advertisers use the non-comparative ad may consider adding interactive elements, increase perchance intentation; （3）Advertising structure and task complexity have interaction effects between（perceived ad dinagosticity and ad message involvement） . The advertising industry against high task complexity products, such as cameras, cell phones, PDA and other product use interactive advertising to achieve better advertising results. The results of this study also provide e-commerce businesses and Internet advertisers when using advertising techniques of reference.
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Lin, Li Chun, i 林俐君. "Study on the Effectiveness of Key-Word Clicks Advertisement". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/45792278531730338670.
Pełny tekst źródłaStreszczenie:
碩士中國文化大學
資訊管理學系碩士在職專班
101
The scoring method of a Collaborative Click Fraud Detection and Prevention sys-tem (CCFDP) was modified in this research, and evidence of effective clicks was added into and used to test the model in addition to the original evidence on ineffective clicks. The test content included simulated manual clicks and bot clicks via different IPs, as well as the effects of a number of manual clicks and a number of bot clicks on scores when using the CCFDP system under different segmentation methods and different numbers of time segments. The results reveal that the click scores are affected by dif-ferent segmentation methods and different numbers of time segments and that CCFDP can differentiate between a manual click and a bot click under appropriate time seg-mentation.
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Lin, Ya-fen, i 林雅芬. "The Influences of the Green Advertisement Appeal and Cause-Related Marketing on Advertisement Effects－A Study of Bottled Water". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/23158786375871650371.
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碩士國立中山大學
企業管理學系研究所
100
Recently, the environmental consciousness has grown gradually in the world. The trend of the green consuming has been the important, global issue. If the enterprise wants to maintain the competence, and have the sustainable management, it should take the environmental issue as a new opportunity and start to do the green marketing and the green advertisement to attract the consumers. The previous research about the influence of Ad appeals on the Ad effect is more related to the comparison between rational appeal and emotional appeal, but it still lack consistent result. Besides, the research on the Ad effect of Cause Related Marketing has just focused on CRM Ad but lack the study of Green Ad. Therefore, this study would take the influence of different Ad appeals and CRM on the green Ad effect and would have a study on the bottled water. The present study uses experimental design to investigate the effects of the types of Ad appeals (emotional appeal and moral appeal) and CRM (with and without) on green Ad effect. And a 2X2 factorial design is conducted. The results indicate that in the green Ad of the bottled water, the influence of rational appeal and emotional appeal on Ad effect is no significantly different. The green Ad effects with CRM and without CRM are no significantly different. The modifying effect of Ad with and without CRM is working in Ad attitude,is not working in brand attitude and purchasing intention.
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Hu, Chung-Nan, i 胡仲男. "A Study of Innovative advertisement-Focusing on Fair Trade Act". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/mrjr4s.
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碩士銘傳大學
法律學系碩士班
100
For enterprise manager, advertising has become one of the most efficient ways to promote their products or service. Because of high cost of communication, it is important to attract consumers immediately and provide fully information of their products or service in seconds. The way of advertising is no longer flat, now it is varied with the science and technology highly developed. Advertisement is closely related to people, thus if it is false, interests of many consumers will be infringed. Therefore, it is necessary to restrain the content and communication of advertisement. The Fair Trade Act 21 is the main regulation to restrain the advertisement in Taiwan. Thus, this study wants to research whether the Act 21 still fully restrain the illegality of five innovative advertisements that this study listed or not. In the last chapter, this study points out the direction of law revision by referring legislation in other countries to the shortage of Fair Trade Act in Taiwan.
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Jung, Liu Mo, i 劉默容. "Study on the advertisement and contract of pre-sale house". Thesis, 1998. http://ndltd.ncl.edu.tw/handle/65968722027500967474.
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Martinez, Wen Lee Ana Isabel, i 單文莉. "The Study of Advertisement Order Effect:The Moderating Role of Involvement". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/562kk4.
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碩士國立清華大學
科技管理研究所
95
People in general show attitudes toward a product after being presented under an advertisement environment of either high or low product involvement. These ads contained strong as weak information of what it is the product itself. The manipulation of the order effect and the attitude of the persons are studied to observe the consumer behavior, in which the primacy effect is more likely to occur in a high involvement; meaning that it will have a favorable attitude toward the first exposed persuasive communication to make the final judgment. Otherwise, the recency effect will occur in a low involvement, which it will be more favorable attitude toward the second exposed persuasive communication to make the final judgment.
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Hua, Ching-hua, i 胡清華. "A STUDY OF ADVERTISEMENT STRATEGY OF DIGITAL PUBLISHINGINDUSTRY IN TAIWAN". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/86498780939925181289.
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碩士世新大學
圖文傳播暨數位出版學研究所(含碩專班)
101
The topical subject of the study is advertisement strategy of digital publishing in taiwan.The study adopts in-depth interview and collecting the materials. Finally, with the research we hope to afford a useful data to provide effective marketing strategy for digital publishing enterprise.
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Li, Sheng-Yang, i 李昇仰. "A Study of Advertiser’s Technology Acceptance on the Keyword Advertisement". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/52821388152461531119.
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碩士靜宜大學
資訊管理學系研究所
98
This study mainly explores advertisers’ technology acceptance of the keyword advertisement in the internet. Since internet advertisements have grown fast, they enhance the keyword advertisement to widely apply. This study used technology acceptance model to examine how system attributions of the keyword advertisement affect advertisers on technology acceptance. 106 advertisers who have utilized the keyword advertisement were invited as our research subjects. The findings revealed budgetary control and efficiency are two main factors influencing on technology acceptance. Both can positively affect perceived usefulness, and perceived usefulness can positively affect customers’ attitudes and usage intentions.
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Lin, Ya-Wen, i 林雅雯. "A Feasibility Study of Placing Advertisement over Ring-Back-Tone". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/96500480103416679846.
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碩士國立臺灣大學
國際企業學研究所
97
The Economist magazine regards the Mobile Advertising as the “next big thing” with big potential. According to the data from eMarketer, which is a famous market research institute, the sales revenue of mobile advertising worldwide will reach USD 11.3 billion by 2011. As for Asian Market, the sales revenue would be around USD 7.7 billion in 2012 estimated by MIC, Taiwan. There are three types of services for mobile advertising as SMS, data and voice in terms of message delivery interface. Among them, the major application for mobile advertising is SMS in Taiwan, the applications for data and voice still have room to gain in popularity though. Turkcell is the largest mobile phone service operator in Turkey, which made debut of a mobile advertising service in May, 2008 by playing advertising tones on its Ring Back Tones system. Through this service, Turkcell shares the advertising revenue to its phone users who offers their Ring Back Tone as the advertising channel. This business model is very welcome among the phone users and the advertisers, which, in the meantime, draws a lot of attention of worldwide mobile phone operators, including those in Taiwan. Ring Back Tone is a very popular mobile value added service since making its debut years ago. This service uses Ring Back Tone system as an advertising media by playing advertising tones on it and rewarding the phone users with an amount of monies or air time in proportion to their contribution to the advertising revenue. This is like the business model implemented in Blog marketing. As so, this new media is expected to be popular in the future. This research is to study the feasibility for Advertising Ring Back Tone in Taiwan by investigating the user intention of the mobile phone operators, the advertisers and the phone users, on basis of the relevant theories, such as media attributes, unified theory of acceptance and use of technology, advertising expenditure strategy and attitude on advertising media. It was found by the study, that the major concern for the mobile service operation regarding the advertising ring back tone is whether it will grow operators’ profit and there are 6 criteria to consider as follows, service operation model, cash flow, media pricing, the way to reward the phone user, service planning, and potential impact on the existing Ring Back Tone service; as for the advertisers, the primary decision factors are the suitability between the advertising and the media, demographics variables, audience rating, unit cost, promptness, measurement of the media performance. The advertisers believe that audience rating, promptness and performance measuring are the 3 items the advertising ring back tone is good at. The unit cost is the item which the advertisers and the operators do not look to reach a consensus. The service acceptability for the phone users is moderate without explicit opposition. The key incentive for the end user to use the advertising ring back tone is the service reward. The younger, the ones with lower value of billing amount or the female usually do not demand too much for the reward amount; phone bill deduction is the favorite way among the users for the service reward. Basing on the above analyses, it is suggested that the operators should build and enhance the business relation with the advertisers or the advertising agents to set the industry standards, which would helps growing the advertising sales.; besides, the operators needs to well position its service to bring the end users higher value in addition to the basic service reward.
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Tsai, Chang-Hsien, i 蔡璋賢. "A study of receivers’ attitude on sex indicated TV advertisement". Thesis, 2006. http://ndltd.ncl.edu.tw/handle/19067720819073663821.
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碩士國立中山大學
企業管理學系研究所
94
It’s common to see sex indicated advertisements on TV. Some of them have overemphasized the element of sex attraction. It’s interesting to find out how receivers response to such kinds of advertisements. This thesis studied the relationship among advertising cognition, advertising attitude and buying desire in sex indicated TV advertisement. Research result shows advertising cognition apparently affects advertising attitude. Advertising attitude apparently affects buying desire. Population characteristic partially affects advertising attitude. Within relationship between advertising cognition and advertising attitude, advertisement acceptance and ethic were discussed. For advertisement acceptance, product related to sex or not doesn’t apparently affect acceptance. Lower product involvement gets higher acceptance. Higher sex indication gets lower acceptance. More graceful advertisement has better acceptance. For ethic influence, no matter high product sexual relationship, high product involvement, or high sexual indication, receivers think they will have worse impact to ethic. However, more graceful advertisement has less ethic impact. Within relationship between advertising attitude and buying desire, receivers have higher buying desire while they have higher advertisement acceptance, but ethic impact doesn’t affect their buying desire. From population point of view, there is no difference in advertisement acceptance no matter the receiver is male or female, also no matter whether the receiver has child or hasn’t. However, female receivers think sex indicated advertisement affect ethic more than male receivers. Receivers who have child also think it affects ethic more than the one who have no child.
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趙梓羽. "A Study of Technology-Based Terminology in Advertisement Communication Effect". Thesis, 2003. http://ndltd.ncl.edu.tw/handle/48205592155662076114.
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碩士長庚大學
企業管理研究所
91
Technology-based attributes of a product are achievements of technological innovation, which connotations consumers cannot comprehend entirely. Those attributes coming from different scientific domains express a great improvement on practical function and are mutual noninterference. Because being the core value of a product, those attributes turn into the focus of the advertising appeal. The purposes of this thesis are shown below: First, are the use and explanations in connection with the technology-based terminology standing for technology-based attributes advantageous to advertising communication effect? Second, do four product classifications according to FCB model result in different advertising communication effect? Third, analyze the interaction between three advertising forms of technology-based terminology and four product classifications according to FCB model in advertising communication effect. The questionnaires in written form are used to gather the data. Sampling objects are students at Department of Business Administration in Chang Gung University. Experimental products are blue jeans, shampoo and coffee. The receive rate of questionnaires is more than 83%. After the statistic analysis and evaluation, we get some important results shown below: First, the use of technology-based terminology only makes for “informativeness” of advertising attitude. “Entertainment” and “Irritation” are required to ameliorate and enhance. Second, detailed descriptions about the connotation of the technology-based terminology in static advertisements are helpful to advertising attitude. Third, technology-based terminology written in Chinese leads to the best grade for “rational product.”
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Chi, Yi-Lang, i 紀益榔. "A Study of the Brand Impact of Banner Advertisement Approach". Thesis, 1999. http://ndltd.ncl.edu.tw/handle/30962386698351539551.
Pełny tekst źródłaStreszczenie:
碩士國立交通大學
應用藝術所
87
Ever since net advertisement (web ad) was introduced to the public in 1994, many sales researchers and advertisers keep asking the same question: Does net advertisement really works? Until now, the approaches of evaluating potential effects of net advertisements merely include counting how many times the ad was seen, chosen or clicked through. However, it’s neither cautious nor objective to evaluate the effect by using those mentioned methods. As a matter of fact, before the Ad is clicked through, the so-called “ Brand Impact” starts functioning to influence the viewers immediately after the ad has been seen. Several questions then arise: What is the indeed effect of web advertisement? And how does approach of Banner Ad and its exposure frequency influence brand impact and viewers’ attitude toward web ads? The research was conducted via Field Experiment technique, taking the ads in the web of Taiwan in 1998 for the studying subject. K.J. cluster method was used to classify the approaches of various Banner Ads. The study also examined, in terms of various Banner Ads approaches and exposure times, if there will be any difference between the viewers’ brand impact and attitudes toward ads. Several suggestions were made after the analysis had been done.Therefore, the study could provide references for academic and practical purposes. Results of study are listed as follow: 1. Ad approach: 5 types of Banner Ad approach were cataloged according to K.J. cluster method. They are (1) Prize offering (2) Announcement (3) Suspicious (4) Featuring (5) Tricking. 2. Under the same exposure frequency, five types of approach presented no obvious difference in brand impact. However, in terms of three, five and seven times of exposure, each type showed better brand impact with five and seven times, and no significant difference in respect to attitude toward ads. 3. All types of ad approach had no influence on brand impact and attitude toward ads, while exposure times of ad had significant effect on brand impact. Among the above exposure frequencies, 5-exposure time had the best effect. The relationship of invert U-shape between brand impact (brand recall and recognition) and attitude in increasing exposure frequency toward ads was not significant. 4. The opinions and attitudes of viewrs had nothing to do with brand impact. There was a difference between the five types of Banner Ad approach, however, the difference didn't reach the significant level statistically. Among them, the suspicious type was the best approach of all.
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Wu, Zan-feng, i 吳讚峰. "A Study of Brand Marketing Effect in Graphic Visual Advertisement". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/76487603999546376235.
Pełny tekst źródłaStreszczenie:
碩士南華大學
應用藝術與設計學系碩士班
96
Most of the designs usually combine with brand to marketing in present society. For the reason, this study aimed at treating the brand marketing effect in graphic visual advertisement. The study applies literatures discussion to generalize the investigating method of research and proceeds with analyses by the cross-section survey (Questionnaire & Focus group discussion). The study gets five conclusions as follows: 1. The study deduces that there are sixty-eight percent to eighty-six percent of public get sixty above of brand scores about brand marketing in graphic visual advertisement. The skewed distribution of the sample brand score is almost a normal curve and average score is sixty-six. Skew to the left means that the brand scores are almost between seventy and seventy-four score. 2. The fourteen category in the sample and ten questions in brand questionnaire show that the material goods are better than immaterial service in graphic advertisement of brand communication. 3. The original brand can get Thirty-three percent of communicating rate; namely, an average in every three graphic visual advertisements can communicate accurately to the public. 4. The graphic advertisement design (Title and image) would be beneficial to communicate the point of the brand. It is suitable to perform such as uniqueness of products, good design, satisfying consumers, and brand image. But the weak item is that brand brings public the credit and confidence. 5. The coefficient of correlation between Qualitative and quantification group is middle that presents a quality work which has a good brand topic on communicating doesn’t mean it can get all public’s identification, but the difference is not far.
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Chih-Yang, Hsu, i 徐志揚. "The Study on Visual Identification of Side-hanging Advertisement Signboard". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/75404919749485805598.
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碩士高雄師範大學
視覺傳達設計研究所
99
This research is focus on the side-hanging advertisement signboard in Kaohsiung. The study of side-hanging advertisement signboard by literature review in the paper is mainly about its visual cognition, communicative process, shape and definition.The problems of side-hanging advertisement signboard in Kaohsiung were discussed by interviewing the officials in architecture management department of the Kaohsiung government and practical investigations by qualitative research method. Through the second time literature review, and the analysis of investigations, the functional design of side-hanging advertisement signboard revealed and few options were proposed to improve currant problems in Kaohsiung. In the initiative research, it was found out that the exceededsize of side-hanging advertisement signboard plays a significant role among these problems. The deep relations of signboard’s size to street landscape and the width of the street were mentioned in the literature review. Therefore, by analysis the visible and invisible distances of signboards on streets, a formula came out. In brief, this formula could be used to scale proper exceeded sizes and also the visible distance of side-hanging advertisement signboard in all kind of streets. According to the analysis of the research and calculation of the formula, the results are as follows: 1. The success of advertisementsignboard transmitting lies upon whether the receivertakes a message initiatively or not and carries on decoding. 2. The problem of advertisement signboard could be classified into five aspects: design, regulations, safety, landscape and morality. 3.The function of advertisement signboard could be separated into two domain- commercial transmitting and town landscape. The six functions mainly included advertisement, directing, transmitting information, aesthetic, culture and forming town landscape. 4. The visible distance of the side- hanging advertisement signboard has negative correlation with the exceeded width of the neighboring board. The gauge of the neighboring board also has negative correlation with the width of road. 5. The invisible distance of the side-hanging advertisement signboard has high positive correlation with the set up of the height. 6.According to the research of the formula we found out that if we reduce the exceededsize of the side-hanging advertisement signboard in one street, the visible distance of the others in that street would be increased. 7. Based on the computing of the research, the current regulation for the 1.5 meters exceeded restriction of the side-hanging advertisement signboard is more suitable for the about 50 meters pavement in overall width, major road and secondary road. Furthermore, the exceededsize restriction of advertisement signboard should be lowered for service road and other narrow roads. This research tries to examine the suitability of the establishing side-hanging advertisement signboard from the aspects of reasonable visual design.By way of the analysis of this research, the reference could be offered for practical advertisement signboard design and also stipulation of relative regulation.
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Wang, Chen-Lin, i 王真琳. "A Study of Advertisement Directors’ Aesthetic Experience and Advertising Production". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/g52833.
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SHIH, MENG-PEI, i 施孟佩. "Applying Advertisement Value Model to Study the Influence of Instagram User on Advertisement attitudes and Purchase Intention Trust as a Moderator". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/x5vapr.
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碩士國立勤益科技大學
流通管理系
107
The purpose of this study was to explore the impact of social media Instagram users on advertising value perception, advertising value, advertising attitude, purchase intention, and added trust as the moderator. This research got the user s’ data from online questionnaires. The effecti ve questionnaires were 349. This study used SPSS 20.0 and Smart PLS 3.0 as research tools. The research results showed that (1) Information, entertainment and interactivity have a positive effect on advertising value；(2) Advertising value has a positive effect on advertising attitude；(3) Information and interactivity have a positive impact on advertising attitudes. However irritation have a negative effect on advertising attitude；(4) The advertising attitude of Instagram users has a positive effect on purchase intention；(5) Instagram user trust has a positive effect on purchase intention；(6) The advertising value of Instagram users has a partial mediation effect on advertising value perception and advertising attitude；(7) Instagram users trust as a moderating variable does not interfere advertising attitudes and purchase intentions. The results of this study hoped to provide reference to companies or advertisers in advertising design or social media marketing strategies, and hoped to help the academic community to follow up on advertising-related issues.
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Wu, Lin-Gi, i 吳玲綺. "The study of the effect of nostalgia appeal on advertisement performance". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/04447611682990984521.
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碩士國立高雄第一科技大學
行銷與流通管理所
92
The movie of “A City of Sadness” has started the rebuilding of Jiu-Fen Old Street, which reappears the elegance of old days, and also drove the trend of first period old street nostalgia. Along with this trend, business people has also started to design series of activities, such as nostalgia advertisement, nostalgia subject store, ancient-modernized stylish cloth, classical old song remixed, has strongly shown the irresistible trend of this nostalgia. According to the previous research indicated, the most significant period for the memory of nostalgia is the recall of around twenty years ago. It also indicated that the interviewers prefer subjects been around them during their teenager stage, or their early stage of becoming adult. Subjects they preferred might not be the same from different nostalgia period. (Holbrook & Schindler, 1996) However, according to the latest trend shows, consumers’ nostalgia to golden age do not necessary to have the real experience of such period by themselves, but still, could inspire their feelings of nostalgia for such period. Some nostalgia commercial products even target the young group, who shouldn’t have any bound or memory at all for such products. Therefore, this case study will use teenagers as the subject as it will help to better understanding the issue of nostalgia. After reviewing the documents regarding the nostalgia, nostalgia advertisement, consumers’ emotion, and reference for advertisement performance, this study will particularly link the consumers’ emotion and advertisement performance under the nostalgia advertisement. It will investigate the interference effect of advertisement performance and personal nostalgia tendency under the emotions made by nostalgia advertisement. Through the experimental design of the independent sample interviewer; focusing on the issue of the nostalgia usage on the television commercial, 183 junior high school students were selected to participate this experiment in order to find out the factors of nostalgia advertisement influence to consuming behavior. Result of this study indicates that the joyful mood of nostalgia advertisement will influence the advertisement attitude of teenagers. Besides, nostalgia advertisement will generate better advertisement attitude than non-nostalgia advertisement. But, personal nostalgia tendency will not affect advertisement effect through the consumers’ emotions. According to the result of this study, nostalgia advertisement will bring the joyful mood to consumers, which generates impact influence to their advertisement attitudes. (Holbrook & Schindler 1989-1996) Through series of studies of understanding the influence of different subjects to nostalgia and age, they proved that it achieves the best effect when such subjects were highly bounded with the preferences of such age, and related matters of their young age. The advertisement content of this study might not be highly bounded with these junior highs, especially they just got out of the elementary period to step on the life as junior highs, life of childhood might not be that remote to them. So, the feelings of nostalgia might not be that strong. However, these commercials do raise the memory of childhood as well as friendship between playmates. This will bring these interviewers experience the joyful mood, and then, generate a nice advertisement attitude. Therefore, to the clients who pay for the advertisement, they could certainly shoot series of childhood joyful memory advertisement regarding to their product, in order to hook their memory of sweet and joyful mood during their childhood of those target consumers. Furthermore, this study also finds out that girls’ nostalgia feelings are more than boys during the period of junior high school. It’s because the maturity of girls is more than boys, so the response of such emotional feeling will turn to be more aggressive than boys. So, the joyful feeling of nostalgia advertisement will have better effect on generating advertisement attitude should the product target the teenage girls. This study also finds out that the frequency of receiving these types of advertisements will influence their purchase intention as well. For those interviewers in this study who watched television more than four hours tend to have higher purchase intention when they saw the nostalgia advertisements.