Teses / dissertações: "Advertising"

1

Ma, Hon-bo Tony, e 馬漢波. "Internet advertising". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31269114.

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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko e A. Avlasovych. "Media advertising". Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/17569.

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Ma, Hon-bo Tony. "Internet advertising /". Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19874200.

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4

Li, Meng. "Narrative Advertising". Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etd/2485.

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Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as a way to learn brand meaning and generate future narratives that could be applied to creative message strategy.

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Salim, Ali, e Nima Alikhani. "Mobile Advertising : A Case study of Mobile advertising Solutions". Thesis, KTH, Media Technology and Graphic Arts, Media, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-11813.

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This report has been produced as a result of a Thesis assignment conducted at Ericsson. Itspurpose is to give an overview of the Mobile Advertising industry. In this report an overviewof mobile advertising is presented and thru which channels advertising could be used. Thenthree mobile advertising campaigns are shown and described with background, strategy andresults.

The different global markets, the different actors in the value chain and how the onlinebehavior has changed are analyzed. The problem area in this report is about profitability andefficiency of the solutions within mobile advertising and the inertia of mobile advertising andthis is discussed in the conclusion.

QC 20100708

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Li, Xiaopeng. "Playful Advertising: In-Game Advertising for Virtual Reality Games". Thesis, KTH, High Performance Computing and Visualization (HPCViz), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-175593.

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We present an early exploration of in-game advertising for virtual reality games. The study investigates what the impacts of interactivity and immersion on consumer learning and game experience are. First, we establish a theoretical grounding for understanding interactivity and immersion in virtual gaming environments. Then, we form a research framework and propose hypotheses around the research question. Next, we report the results of the field research, prototype design, and user study. The prototypes run in mobile browsers and are tested on virtual reality goggles with smartphones attached. Based on the results, we discuss the design of interactivity and immersion, the design’s impacts on consumer learning and game experience as well as the correlation between game experience and consumer learning. The main contributions of the work are an original research framework and a set of design considerations that can be utilized to evaluate and improve the effectiveness of in- game advertisements for virtual reality games.
Vi presenterar en tidig utforskning av reklam i spelet för virtuell verklighet-spel. Studien undersöker hur interaktivitet och inlevelse påverkar konsumentlärande och - spelupplevelse. Först etableras en teoretisk grund för att förstå interaktivitet och inlevelse i virtuella spelmiljöer. Sedan skapas ett ramverk för forskning samt hypoteser kring frågeställningen. Sedan rapporterar vi resultaten från fältforskning, prototyp och användarstudie. Prototyperna körs i mobila webbläsare och testas på virtuell verklighet- glasögon med smartphones inuti. Baserat på resultaten, diskuteras utformning av interaktivitet och inlevelse, dess effekter på konsumentlärande och -spelupplevelse, samt sambandet mellan spelupplevelse och konsumentlärande. De viktigaste bidragen från arbetet är ett ramverk för forskning och en uppsättning av designöverväganden som kan användas för att utvärdera och förbättra effektiviteten hos reklam i virtuell verklighet-spel.

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Rojas-Mendez, Jose I. "Attitudes to time and advertising in explaining advertising avoidance". Thesis, University of Manchester, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.629925.

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Attitude to time has been analysed from different disciplines such as sociology, anthropology, psychology and management, but up to know it has received limited attention in the marketing literature, particularly in the area of consumer behaviour. This study explores whether attitude to time underpins attitude formation and consequently behaviour towards something absorbing time. Time attitude is understood as the unconscious inclination to use the past, present, and future as driving forces to think or to make decisions related to a particular time related issue, such as advertising and its avoidance, the context for this thesis. The contributions of this study are intended to be both conceptual and empirical. The conceptual contribution is supported by the development of direct linkages between time attitude, attitude toward advertising, and TV commercial avoidance. The empirical contribution includes the testing of the hierarchical model developed in the previous stage. The model is intended to work across cultures rather than to be culture specific, therefore it was tested empirically in two different countries: Chile and the U.K. in two questionnaire surveys. The main objectives of the research are threefold. First, to develop crosscultural valid scales to measure both attitude to time and attitude toward advertising. Second, to test if two additional dimensions of time (time pressure and planning) are at the same level in the time paradigm as past, present, and future. Third, to explore the relationship between attitude to time and attitude to advertising and behaviour toward advertising. The test of the proposed hierarchical model was done with SEM (structural equation modelling). Results indicate that time attitude is indeed underpinning attitude formation towards advertising, which in turn is underpinning behaviour towards advertising. In addition, as a result of this research, valid and more comprehensive scales are presented to measure attitude to time and attitude to advertising. Time pressure and planning are found not to be at the same level of the time paradigm as the traditional past, present, and future dimensions.

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Liu, Handan, e 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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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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Baty, Chandra. "Reapplication of Meadow's nonproduct advertising typology to 1996 nonproduct advertising". Virtual Press, 1997. http://liblink.bsu.edu/uhtbin/catkey/1045634.

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In the 1970s, oil, gas and utility companies lost the American public's trust during the energy crisis. Faced with tighter government regulation, these companies turned to nonproduct advertising as a mouthpiece for the American company.At the time, Robert Meadow created a typology for nonproduct advertising by analyzing hundreds of nonproduct ads in several publications. According to Meadow, the ten categories that he created were the areas in which companies utilized nonproduct advertising.Yet, over twenty years later, companies in the 1990s confront many problems that plagued companies in the 1970s. However, the face of business has since changed. In contrast, global competition, equal employment opportunities and downsizing were not major issues twenty-seven years ago as they are today.Since Meadow published his typology of nonproduct advertising in 1981, no other typology has been put forth in nonproduct advertising literature. No one has compared his typology to current nonproduct ads in the 1990s to determine if there is a significant difference of the categories today as compared to Meadow's categories. Nor has any researcher questioned if the priority of the categories remains the same since his study was done. In addition, what types of organizations are using nonproduct ads today?Through a content analysis of nonproduct ads in the same publications that Meadow used, a significant difference was found in nonproduct ads of the 1990s in comparison to nonproduct ads in the 1970s. While image ads remained the largest used category of nonproduct ads for Meadow and the researcher's categories, none of the other categories ranked the same.According to the ranking of the categories, this study shows that the priority of the categories has changed since Meadow did his study. Findings also show that overwhelmingly, corporations remain the heaviest users of nonproduct ads while political use runs a distant second.
Department of Journalism

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DRAMALI, BIANCA LEITE. "ADVERTISING MONEY: A STUDY OF BANKING SERVICES ADVERTISING IN BRAZIL". PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2011. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=18405@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
Minha pesquisa tem como objeto a narrativa publicitária do dinheiro no Brasil. Para isso, analiso a publicidade brasileira dos serviços bancários. A ideia é buscar entender se há relação entre estabilidade econômica e monetária e discurso publicitário do setor. Quando o dinheiro tem seu valor social estável, como isso se reflete nas narrativas publicitárias dos bancos? Tema rico de possibilidades pelo atual contexto econômico do Brasil, onde o país supera a recente crise econômica mundial de 2008, vive momentos de crescimento e estabilidade econômica, proporciona o surgimento de uma nova classe média, ampliando a gama da população que passa a fazer parte efetivamente da sociedade de consumo. Tal contexto social dá origem a um fenômeno que os bancos chamam de bancarização: aumento da parcela da população que é cliente de bancos. Por essas razões, parece ser bastante pertinente pensar esse tema do ponto de vista acadêmico.
My research focuses on the narrative of money in advertising in Brazil. My objective is to analyze the advertising segment of Brazilian banking. The idea is to try to understand if there is, in this particular industry, a relationship between economic and monetary stability and the advertising discourse. When money becomes a stable social value, how is this reflected in the advertising narrative of banks? This is a rich subject, given the current economic situation in Brazil, a country that overcame the world economic crisis of 2008 and is experiencing a period of growth and economic stability, as well as witnessing the appearance of a new middle class. This is increasing the percentage of the population that has recently started to take part in consumer society. This social context gives rise to a phenomenon called bancarização in Brazil - the increase in the number of people who are clients of banks. For these reasons, it seems quite appropriate to study this subject from an academic standpoint.

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12

Pettersson, Jimmie. "Contextual Advertising Online". Thesis, Linköping University, Department of Computer and Information Science, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-15878.

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The internet advertising market is growing much faster than any other advertising vertical. The technology for serving advertising online goes more and more towards automated processes that analyze the page content and the user’s preferences and then matches the ads with these parameters.

The task at hand was to research and find methods that could be suitable for matching web documents to ads automatically, build a prototype system, make an evaluation and suggest areas for further development. The goals of the system was high throughput, accurate ad matching and fast response times. A requirement on the system was that human input could only be done when adding ads into the system for the system to be scalable.

The prototype system is based on the vector space model and a td-idf weighting scheme. The cosines coefficient was used in the system to quantify the similarity between a web document and an ad.

A technique called stemming was also implemented in the system together with a clustering solution that aided the ad matching in cases where few matches could be done on the keywords attached to the ads. The system was built with a threaded structure to improve throughput and scalability.

The tests results show that you accurately can match ads to a website’s content using the vector space model and the cosines-coefficient. The tests also show that the stemming has a positive effect on the ad matching accuracy.

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Nilsson, Carl Patrik. "Attention to Advertising". Doctoral thesis, Umeå University, Umeå School of Business, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-897.

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Attention to Advertising

Carl Patrik Nilsson, Umeå School of Business, Umeå University SE-901 87 Umeå, Sweden

Abstract

In advertising, capturing consumers’ attention is imperative. Yet, how attention to advertising works in a World Wide Web context has not been researched extensively. This area is the main focus of this research.

The World Wide Web is an interactive medium which has characteristics that deviate from traditional media channels. Considering the unique properties of the World Wide Web it was deemed important to study how attention to advertising is affected by various contexts as well as attention getting techniques.

The study was conducted in order to develop an understanding of how advertisements in different Web task environments are being attended to as well as how attention to advertisements varies between different attention getting techniques that are being used in Web advertising. Furthermore, a model which describes the relationship between context, attention getting techniques and attention to advertising was developed and tested. In connection to this it was tested whether click-through or click-rate is indeed an adequate method when measuring advertising effect and thereby to what extent the pay per click pricing strategy is appropriate.

In order to address the research issues a theoretical framework was assembled. Nine hypotheses were formulated deriving from the framework. To test the hypotheses and the model, an experimental research design was employed. Three experiments were designed to study the hypotheses formulated. A total of 702 individual experiments were conducted.

The conclusions from the study reveal that Web task environments indeed have an impact on attention to advertising. Increased complexity or a more difficult task environment demands more cognitive resources which in turn produces lower attention levels to the advertising stimulus. Reduced complexity, on the other hand, releases cognitive resources that can be spent elsewhere. Thus, a higher attention level to the advertising stimulus was recorded. This also confirmed the properties of the proposed model; namely that the permeability of a filtering mechanism is dependent on for instance level of goal orientation and complexity of the physical task environment i.e. the complexity of the Web site. The study revealed that attention getting techniques such as pop-up advertisements increase the attention to advertising. However, it was found that pop-up advertisements are effective, not mainly because of their abrupt presentation, but because of the distinct properties of the frame. It was found that the frame has a negative meaning for Web users and when the frame comes into the visual field it will attract their attention. At the same time attention will also be distributed towards the advertisement itself. This is recorded as an increase in attention towards the advertising message.

The results show that the click-through measure is not an appropriate method when measuring advertising effect. The click-through measure may severely underestimate the advertising effect. Consequently, using click-through frequencies as a basis for pricing is inappropriate, unless the effects at play have been well understood and taken into consideration.

Key words: Attention to advertising, attention getting techniques, Web advertising, Web environment, click-through

Studies in Business Administration, B series, No 60.

ISSN 0346-8291, ISBN 91-7264-189-4

Umeå School of Business - Sweden 2006

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Aspén, Lisa. "Art and Advertising". Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12540.

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The thesis examined whether there is a distinct boundary between art and advertising. The collected data showed how art and advertising are linked to each other and also differ from each other, in particular through the latter half of the 1900’s. What was happening in society came to have great impact on what happened in art and advertising. In postwar Germany, capitalism realism evolved from the German pop art where the art was removed from the art gallery and placed on the streets where the people were, in an era that was characterized by a gap between the rich and the poor. Capitalism Realism went on to advertising which at the time was using the techniques of subliminal persuasion and later turned into a post-modern advertising. The study included examples of artists who collaborate with advertising, where advertising has worked artistically and how the artist became a trademark. The study also showed that there are strong objections in the art world to working with advertising, but not vice versa. Advertising seems happy to work with arts.

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Nilsson, Patrik. "Attention to advertising /". Umeå : [Handelshögskolan], Umeå universitet, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-897.

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Willmore, Christopher. "Targeted persuasive advertising". Thesis, University of British Columbia, 2008. http://hdl.handle.net/2429/1550.

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The three essays of this thesis consider a firm’s choice of advertising campaign when advertising may be conditioned on the preferences of individual consumers. In essay one, I show that a monopolist will use such advertising to turn sub-marginal consumers, who are not quite willing to pay for the good, into marginal consumers who are indifferent to paying for the good or going without it. The second essay considers the use of targeted advertising in duopoly, when one of the firms does not have access to advertising. I find that advertising will target those consumers most likely to switch to the non-advertising firm. Each firm sets a price just high enough to capture the consumers on either side of the advertising 'barrier’. The third essay looks at targeted advertising in the context of Canadian public health. When the goals of government and industry are aligned, advertising by the firm may be an alternative superior to government advertising in the form of a public health education campaign.

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李人龍 e Yan-lung Lee. "Advertising in China". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31267427.

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Барсукова, М. "Advertising on www". Thesis, Видавництво СумДУ, 2006. http://essuir.sumdu.edu.ua/handle/123456789/21784.

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Lee, Yan-lung. "Advertising in China /". Hong Kong : University of Hong Kong, 1996. http://sunzi.lib.hku.hk/hkuto/record.jsp?B17982467.

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Fan, Jiang-Ping Brasseur Lee E. "Semiotics and advertising". Normal, Ill. : Illinois State University, 2003. http://wwwlib.umi.com/cr/ilstu/fullcit?p3115178.

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Thesis (Ph. D.)--Illinois State University, 2003.
Title from title page screen, viewed Jan. 11, 2005. Dissertation Committee: Lee Brasseur (chair), James Kalmbach, Gerald Savage. Includes bibliographical references (leaves 211-218) and abstract. Also available in print.

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Hofmann, Karsten C. "Advertising in restrooms". PDXScholar, 1988. https://pdxscholar.library.pdx.edu/open_access_etds/3803.

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There is a common belief that the special situation one encounters in restrooms is likely to evoke negative associations between the setting and a potential product, and that these presumed associations make advertising in restrooms incompatible with the objectives of advertisers. This general proposition was questioned on theoretical grounds. It was argued that the specific situation in a restroom would be conducive to advertising goals in a number of ways. In addition, while negative associations may occur with certain kinds of products, others were hypothesized to be unaffected. In particular, the potential value of restrooms for communicating public education issues such as AIDS and Cholesterol was examined.

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Rigoni, Barbara <1993&gt. "Provocative advertising : Diesel". Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11774.

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The object of this work is to improve the knowledge about the advertising strategies of one of the most well-known, innovative and worldwide distributed Italian brand in the fashion industry: Diesel. I choose Diesel because this brand, founded by Renzo Rosso, has been under the spotlight for its attitude to make the most controversial and provocative advertising campaigns. Since the beginning, Diesel represented an upstream and innovative brand, following the leading of the owner Renzo Rosso who has always pointed out his belief in freedom and the willingness to do whatever he wanted without any filter. It is exactly this rebellious halo that is directly reflected on the way the brand advertises itself. Indeed, through the reconstruction of Diesel history I will examine its advertising characteristics and evolution in the years in order to figure it out whether those has a positive or negative response on the success of the brand. First, I will introduce all the general characteristics proper of the Italian fashion industry, in order to present the scenario in which the firm was born. Significant attention will be put on the marketing and advertising field, explaining how fashion publicity evolved and changed in the last decades. In particular, I focused on the advertising flow made by provocative and dumb images that can find its starting point in Benetton Campaigns by Oliviero Toscani at the beginning of the 80s. After this background introduction, I will present the history of Diesel, focusing on its international evolution from a local small firm to a multinational one. Stressing the values, actions and development of the firm has been useful to highlight and understand the winning moves that made Diesel such a successful worldwide case. Of course a key role in the growth of the company has been played by the founder himself. Renzo Rosso has been able to position Diesel exactly where it wanted it to be: a young and international brand addressed to young and bold people. Recently, Rosso added a crucial component to the Diesel team, the creative director: Nicola Formichetti. I decided to focus my attention on these two characters because they represent, at the best, the brand identity and vision. After the presentation of ”these two”, I will give a general description of the brand and, in particular of its Identity and beliefs. These are, as a matter of fact, core factors that made this brand grow till where it is nowadays, reaching the target that best suits it. What is even more important of this brand is that it does not simply sell denim products, but it suggests a lifestyle, someone you can be when wearing Diesel clothes. This lifestyle is the one proposed in the advertising campaigns. I will explain the deep philosophy behind the way Diesel advertises and how this philosophy has been maintained along all the history of the brand. Of course, the advertising campaigns changed through the years: I decided to divide them into macro historical section in order to clearly show Diesel reactions and moves toward the years. Eventually I decided to carry out an empirical research to see whether if Darren Dahl's theory about the effectiveness of provocative advertising in attracting people's attention was founded. Therefore, I submitted a questionnaire, created ad hoc for the purpose, and I submitted it to a sample. From this I have collected and analyzed the data that, even though they were not obtained from a statistically selected sample, they resulted as being very interesting. It has been interesting to see the different publicities changing and evolving according to the different historical contexts, world streams and circumstances.

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Kamdar, Dharmesh Mansukhlal. "Mobile advertising : advertising's new avatar". Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-05-1513.

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Mobile technologies are one of the fastest growing and most widely adopted technologies in this current era. Parks Associates forecasts 4.5 billion mobile phone users worldwide by 2013, with many people using these devices as gateways for entertainment services, community information, and social networking. There will be over 140 million U.S. consumers paying for mobile broadband, which will extend video, communication, networking, and support services to various devices. The mobile advertising industry was seen as the poor relation of Internet advertising in terms of revenue, if not of hype. Yet mobile offers advertisers many attractive possibilities. No other device is as personal, interactive and constantly within reach as a cell phone. And cell phones let advertisers target whole new parameters, such as location and context. So, does it mean that Mobile Communication will be the new Avatar of Advertising industry? The continuous development of wireless networks and mobile devices has motivated an intense research in mobile communication. This research examines the so-called mobile marketing, which is Internet advertising and marketing offered through mobile communication systems, such as cell phone advertising. The rapid increase in Internet-based services available through mobile communication devices is expected to lead to an equivalent increase in mobile marketing spending by corporations. It is argued that the increasing technological capacity of mobile communication systems such as smart phones allow such advertising to be more effective and delivers a better rate of return for marketers than does Internet advertising in general. This paper, explores the world of mobile advertising, how can marketers reach the ‘always on’ mobile consumer and finally concludes with the future of mobile communication.
text

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Chen, Yi-ling, e 陳依齡. "A Study of Advertising Effect on Banner Advertising of the Internet Users to Internet Advertisings". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39360656587637243232.

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碩士
南華大學
企業管理系管理科學碩博士班
99
In recent years, due to the fast development of Internet, people have used it as a major approach to retrieve daily information. Therefore, it is granted that Internet advertisings become an important method for business advertisers to advertise their products/services. However, different information presentation, advertising appeal, Internet using experience, and advertising attitude of Internet users can cause different browsing behavior on banner advertising and influence advertising effect and purchase behavior. 　　　The study is to investigate the construction of model and analysis to the information presentation, advertising appeal, Internet using experience, advertising attitude and advertising effect of banner advertising. Use SEM to discuss the relationship each variables, find the optimal model, and give suggestions to advertisers when making advertising decisions. The research subjects are persons who have been using Internet. Totally, 550 copies of questionnaires are dispatched and 436 copies are valid. The results of the study are (1)Banner advertising has a significant positive effect on information presentation. (2)Banner advertising has a significant positive effect on advertising effect. (3)Internet using experience has a significant positive effect on advertising attitude. (4)Internet using experience has a significant negative effect on advertising effect. (5)Advertising appeal has a significant positive effect on advertising attitude. (6)Advertising appeal has a significant positive effect on advertising effect. (7)Information presentation has a significant positive effect on advertising effect. (8)Advertising attitude has a significant positive effect on advertising effect.

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Hsin-Chieh, Chao, e 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.

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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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Tsai, Yen-Ting, e 蔡燕婷. "The Influences of Advertising Spokesmen and Advertising Appeals Upon Advertising Effect". Thesis, 2001. http://ndltd.ncl.edu.tw/handle/86323450484756815403.

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碩士
淡江大學
管理科學學系
89
Abstract Advertisements have been proved to play important roles in the daily life. It is now a key topic to discover the kinds of advertisements that can attract the customers'' attention and even stimulate the desire to buy. Therefore, the thesis is focused on the investigation of the influences of advertising spokesmen and advertising appeals upon advertising effect. Experimental approaches have been used to verify the research. Shampoo is chosen to serve as experimental product. The experiment is designed to include six sets of interview investigations with the help from students at Tam-Kang University. The obtained data is analyzed by using MANOVA and examined in five aspects: 1) memory of advertisements, 2) attitude towards advertisements, 3) attitude towards products, 4) attitude towards brands, and 5) will to buy. This thesis can be summarized as follows: 1. Memory of advertisements, attitude towards advertisements, and will to buy being concerned, celebrity spokesmen have more positive influences; attitude towards products being concerned, consumer spokesmen have more positive influences. 2. Rational appeals can enhance the memory of advertisements and the will to buy; emotional appeals can bring forth better attitudes towards the brands and the products. 3. Celebrity spokesmen with rational appeals can bring forth better memory of advertisements, attitude towards advertisements, and attitude towards products; consumer spokesmen with rational appeals can enhance the memory of advertisements and the attitude of products; celebrity spokesmen with emotional appeals can increase the will to buy. 4. People of higher product involvement have better attitudes towards advertisements, products, and brands; people of lower product involvement have stronger will to buy. 5. People of higher information involvement have better attitude towards advertisements. 6. Men have better attitudes towards advertisements, products, and brands; women have stronger will to buy.

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27

Jiang, Chun-Yi, e 姜君怡. "The Influence of Advertising Slogans and Advertising Appeals on Advertising Effectiveness". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/88131222155633501149.

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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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28

CHU, MIN-HUA, e 朱敏華. "A Study of the Advertising Skepticism, Advertising Avoidance, Advertising Irritation and Advertising Effectiveness: The Moderating Effect of Engagement". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/m52z36.

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碩士
國立嘉義大學
行銷與觀光管理學系研究所
106
This study uses Airbnb as an example to explore the relationships among advertising skepticism, advertising irritation, and advertising avoidance on advertising effectiveness. And we also research the moderating effect of engagement on advertising effectiveness in the study. This study is based on experimental designs to validate the hypotheses and includes 322 participants. The main results of this study are as follows. (1) Compared with low engagement effect, high engagement can lead to better advertising effectiveness. (2) Compared with low ad skepticism, ad avoidance and ad irritation, high ad skepticism, ad avoidance and ad irritation of advertising effectiveness is relatively poor. (3) When the high engagement effect, regardless of the level of ad skepticism, has no effect on the ad effectiveness. (4) When the high engagement effect, compared with low ad irritation, high ad irritation of advertising effectiveness is relatively poor. (5) When the high engagement effect, compared with low ad avoidance, high ad irritation of advertising effectiveness is relatively poor. (6) Compared with low ad irritation, high ad irritation it has an enhanced effect on causing ad skepticism and ad avoidance

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29

Chen, Yan-Jing, e 陳妍靜. "The Influences of Advertising Appeal and Native Advertising Form on Advertising Communication Effect". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/5a3626.

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碩士
國立高雄第一科技大學
行銷與流通管理系碩士班
105
As the number of mobile devices grow and the effectiveness of traditional banner ads reduce, these situation leads to the increase of native advertisements. Native ads are perfectly integrated into user's mobile device and users are less likely to reject it. In addition to a better user experience, advertisers also indicate that native ads on mobile devices are performing well. However, the benefits of the native advertisement on the social network have been studied by few people. In addition, in practical, advertisers mostly use rational or emotional way to convey their advertising appeal. Therefore, this study will explore the impact of advertising appeal and native advertising form to the effect of advertising. We distribute our survey questionnaires on the Internet and invite passersby to fill in the questionnaire by using QR code simultaneously, this research obtains a total of 424 valid samples. The research results show that: (1). Although the advertising appeal can’t directly affect the purchase intention, it has a significant effect on advertising communication. (2). Advertising appeal can affect the advertising memory, but advertising memory doesn’t have a significant effect on the purchase intention in any situation. (3). On the social network, through mediation effect, the effect of rational advertising appeal has a better impact on purchase intention compared to emotional advertising appeal. (4). Native recommendation advertisement can affect the purchase intention most effectively in rational way. Finally, we provide academic and managerial implications based on the result and recommendations for the future research based on the limitations.

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30

Chang, Kuei-Chuan, e 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.

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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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31

Wei, Cheng-hsien, e 魏政賢. "The Different of Advertising Effectiveness betweenMobile and Tradition Advertising – MMS V.S. DM Advertising". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/42606992016090678415.

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碩士
國立臺灣科技大學
企業管理系
98
Thesis : The Different of Advertising Effectiveness between Mobile and Tradition Advertising –MMS V. S. DM Advertising Nowadays, mobile phone become a indispensable communication tool in living, and under mobile operators active promotion, the growth of 3G Service is vigorously and to promote the usage of mobile data service and multimedia messaging service. Since mobile advertising has features of personalization, localization, interaction and instant characteristic, it has been considered as one of the extremely potential new developing media. However, the appearance of mobile advertising has changed industry's competition rule. Enterprises adopting the mobile advertising and often encountering some questions at the same time. For example, 'What kind of target is relatively suitable for mobile advertising?', 'What is the different of advertising result between mobile and traditional advertising?', 'What is the best investment and disposition on the mobile and traditional advertising? ' This research is to carry on the discussion to the advertising effectiveness difference between the mobile and traditional advertising. The advertisement will sent out through MMS（Multimedia Messaging Service）and DM（Direct Mail）. And in this rsearch I take the advertisement cases of the single product 'Kobayashi Optical' as an example, make investigations in the way through the questionnaire, to probe into the difference between the two. At the same time, through the analysis result to find out the best and effective advertising strategy for enterprise to achieve best advertising effectiveness between mobile and traditional advertising, and help enterprise to develop better business model. This research sent out 500 questionnaires through the Internet, 409 valid questionnaires were retrieved. The result of analysis found that as the following：（1）In overall, mobile advertising has better advertising effectiveness than traditional advertising in "Advertising Memory".（2）Aged 40-49 and Chunghwa Telecom users, in "Attitude Toward the Advertisement ", traditional advertising relatively have better advertising effectiveness than mobile advertising.（3）As for consumer's attitude to advertising media, no matter the attitude is good or bad, there are not significantly different between mobile advertising and traditional advertising in "Advertising Memory", "Attitude Toward the Advertisement", " Attitude Toward the Brand" , "Purchase Intention",etc.

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32

Chen, Chung-Yu, e 陳崇毓. "Influences of Advertising Features on Advertising Attitude and Advertising Effect on Social Media". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/6jv9gq.

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碩士
國立彰化師範大學
企業管理學系
106
In 2009, social media began to thrive. Traditional media provide a one-way collection of information, on the other side the Internet provides a two-way community with various interactive modes. On the social media platform, instantly messaging functions can easily establish connections between others. Many communities and fan pages also directly bring about a series of changes in the community economy, a new market and a new group of consumers. Company have to pay attention to the social media platform which will brings unpredicted economic benefits. This study use an experimental design and design eight scenarios. The study’s target is a consumer who normally uses a social media platform. A total of 362 questionnaires were collected, and the effective recovery rate was 94%. The results of the study show that consumers will have a higher advertising attitude by attracting eye-catching and advertising titles that directly express product content. The use of advertising star advertisements also increases consumer attitudes toward advertising. Compared with rational appeal, the use of perceptual appeal advertising can bring about a higher advertising attitude. A high degree of advertising attitude can positively influence the effectiveness of advertising. Therefore, this study proposes that the eye-catching ad titles, selection of advertising spokesperson, and using emotional appeals will enable the advertisements to be broadcast more efficiently, and improve the effectiveness of the advertising.

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33

Wang, An-Chi, e 王安琪. "Brand Awareness, Advertising Appeals, Advertising Models and Self Monitoring on the effectiveness of Advertising". Thesis, 1998. http://ndltd.ncl.edu.tw/handle/99w6ft.

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碩士
國立交通大學
管理科學研究所
86
For inducing consumers'' underlying desires, understanding what they need, andmaking them to take the action of purchase in the end , more innovative and creative form of advertising presented in the media .Advertising plays an extremely important role in modern marketing activities, enterprises have to know that how the advertisements can both be creative and fill customers'' needs and wants. Therefore, thisresearch adopted several variances of advertising design ,and consumers'' characteristics-self monitoring to get a further understanding. The main objective of this research is to investigate the effectiveness of the"attitude toward advertising", "attitude toward product" and "buying intention" under different type of brand awareness (low / high), different type of advertising appeals of the copy (emotional / rational), the presentation of the source (both the advertising model and the product / only the product) , and varying level of subjects* self monitoring (low / high). This study uses 2x2x2 factorial experimental design. The representative for advertising product is "cosmetics", including make-up and treatment. Questionaire survey young women which are age between 18 and 40 lived in the downtown of Taipei and Hsin-Chu City is adopted for data collection. To realize the main effects andinteraction of the independent variables, MANOVA and ANOVA are used for data analysis. The major finding through empirical demonstration are:1. No matter what kinds the cosmetics is, the attitude toward advertising is higher in the "both the model and the product / emotional appeals of the advertising copy"package.2. In make-up product, attitude toward product has no significant difference in the four variables : brand awareness, advertising appeals of the copy, the presentation of the source and the level of self monitoring. In treatment product, attitude toward product is higher when the rational appeals of the copy is adopted, and in "both the model and the product / emotional appeals of the copy" package under the low brand awareness than "only the product / emotional appeals of the copy" package. And it''s also higher in "rational appeals of the copy / only the product" package than "emotional appeals of the copy / only the product" package. Attitude toward product of monitoring subjects is better than low self monitoring subjects. 3. In make-up product, buying intention is higher in the "rational appeals of the copy / high brand awareness" package than the "emotional appeals of the copy / high brand awareness" package, and "low brand awareness / emotional appeals of the copy" package than "high brand awareness / emotional appeals of the copy" package. But in the treatment product, buying intention has no significant difference in the four variables.

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34

Ho, Yong-Ju, e 何詠筑. "The Influences of Airline’s Advertising Spokesperson Type and Advertising Spokesperson Gender on Advertising Effectiveness". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/73413202682734008624.

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碩士
國立高雄餐旅大學
運輸與休閒服務規劃碩士學位學程
101
“Advertising” is the most frequently used tool when the companies recommend their products. “Advertising spokesperson” in promoting the achievement of advertising effect plays an important role. The advertising spokesperson’s type and gender will impact the consumers who exposure to the advertising, but the few experts have done studied the impact on advertising effectiveness when hiring different types and genders in aviation industry. This report is an empirical study that compares the advertising effectiveness between six existing print advertisements with National Kaohsiung University of Hospitality and Tourism students as the study subjects. The results showed that: 1.The celebrity to serve as advertising spokesperson, the spokesperson attitude, advertising attitude, brand attitude, purchase intention and advertising effect of advertising is the best. 2.As the advertising spokesperson in different gender, its spokesperson attitude, advertising attitude, purchase intention and advertising effect of advertising are no significant difference among. 3. The female celebrity to serve as advertising spokesperson, its spokesperson attitude, advertising attitude, brand attitude, purchase intention and advertising effect of advertising is the best.

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35

Lawson, Whitney Elizabeth. "Advertising networks and the state of online advertising". Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-05-1090.

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The current economic climate presents many challenges to advertisers. In 2009, advertising spending in the United States dropped 12.3 percent, forcing advertisers to focus on campaigns that prove a quick return on investment. As average time spent online continues to increases, so is the Internet’s contribution to society and the economy. Advertising budgets are being shifted online to reflect the growing importance of the Internet, and much of these budgets are being spent using advertising networks. These networks act as the intermediaries between advertisers and Web publishers and make online advertising accessible and affordable for small and large budgets alike. This paper explores the current state of Internet advertising with a close focus on advertising networks. The goal of this paper is to educate on the basics of online advertising and how to navigate the advertising network industry, so even an advertising novice can utilize their numerous benefits.
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36

TENG, I.-MIN, e 鄧依旻. "How to evaluate advertising effect through SoLoMo advertising". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/18210514541201181085.

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碩士
國立清華大學
科技管理研究所
102
The flourishing of social media and smart devices make the style of advertising becomes diversified. Moreover, mobile advertising has further progress on revolution, which was called “So (social)-Lo (local)-Mo (mobile) advertising”. Therefore, how to design an attractive advertising game by these elements becomes important. The paper examines how SoLoMo advertising factors (entertainment, informativeness, credibility, and personalization) evaluate advertising effect through personality traits. Data was collected from 1,200 participants, mainly Taiwanese. Hierarchical regression are used in the statistical analysis. Result indicated that SoLoMo advertising factors have positive significant advertising effect. In addition, the result shows both of the openness to experience and extraversion of personality traits moderate the relationship between SoLoMo advertising factors and advertising effect. There are implications for the companies. First, companies are encouraged to provide much more entertainment, informativeness, credibility, and personalization factors in advertising. Second, this study provides evidence showing that companies should focus on the target customers’ traits of moderation effect of openness to experience and extraversion when considering the SoLoMo advertising factors toward advertising effect.

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37

FANG-YEN, WU, e 吳芳彥. "The Influences of Advertising Appeals Upon Advertising Effect". Thesis, 2003. http://ndltd.ncl.edu.tw/handle/37413366060430497701.

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碩士
國立臺北大學
企業管理學系
91
Since the Taiwan automobile market are restricted by the local geography and density of population, small and medium size of vehicles are always the most popular one in the market. Unlike a broad country, United States, comfortable vans with large capacities are their main stream. However, since Taiwan follows European and North American countries starting to carry out the system of “Saturday off Every Two week”, our citizens start to have the concept of relaxation, and because of that, unfashionable vans are getting adopted. If an enterprise wants to become a super star in this whole new trend, they can not use traditional concepts and ways to sell their products. A successful example: TV Commercial. This is one of the best media to sell vans. Even so, each commercial represents an attraction to attract consumers to purchase, but what kind of commercials is more attracted to our common consumers? and what kind of commercial will bring out consumers’ desire of purchase? These two topics questions are the most interest topics to investigate for commercial workers and scholars. Thus, this investigation results in the consumers’ point of view to discuss the commercial wants to the commercial effects. Purposes are: 1. Aiming the van type automobile market: comparing and discussing the wants of differences messages from TV commercials (sense and sensibility, two types). 2. Aiming the van type automobile market: comparing the results of TV commercials(commercial attitude, product attitude, and desire of purchase). This investigation uses different documentations to discuss and classify different points of view by different communicated mode from commercial. First, developing investigating structures to for commercial wants and effects and analyzing it; second, design surveys, through conversations with consumers to get datas, and finally interview with each automobile companies. Majority of investigated structures is to edit the hypothesis of double agents in agent mode in commercial industry. I collected 318 surveys and use the software, SAS to do the statistically analysis, also use LISERAL statistical mode to do the commercial effects and relevant variables analysis, others using 1-WAY MANOVA statistical methods and so on. The major part investigation can be described by following 4 points: 1. Wants of messages from commercials & effects of commercial During the van commercial, when consumers have higher acceptability of sensible wants of messages from commercials, higher commercial attitue and product attitude occurs. On the other side, wants of messages from commercials will not directly affect the consuemrs’ desire of purchase. 2. Addressing commercial attitude of van TV commercials & product attitude & relationship mode of desire of purchase During the van TV commercial, effects of commercial in the commercial attitude will not directly affect product attitude and produce positive relationship between product attitude and the desire of purchase 3. Developing target markets by region If multiple seats of vans commercial tells the messages to audiences in a rational way, this in to stress the characteristics of products are able to satisfy multi-people families’ needs and furthermore, to satisfy the product attitude and increase the desire of purchase; If a model car sells 5 people size, it can stress sensible side of this product and satisfy product attitude and increase the desire of purchase. 4. Special case analysis In three different automobile commercials, FORD ESCAPE climbing wall series, Honda New CR-V entering market series and Mitsubishi Savrin reliable happiness series, in the results of analysis, I can say consumers have something in common that these three special cases are more trend to sensible demand which it is what commercial wants. Especially, in the case of Mitsubishi Savrin and FORD ESCAPE, their sensible level is much higher. In the commercial attitude side, Mitsubishi Savrin shows much more commercial attitude in the results.

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38

You, Heuy-Lin, e 游慧琳. "The advertising effectiveness of comparative public benefit advertising". Thesis, 1998. http://ndltd.ncl.edu.tw/handle/59107563707746329837.

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碩士
國立臺灣大學
商學研究所
86
Abstract To establish image of corporate by public benefit advertising is useful to increase sales and profits. Although the utilization of comparative advertising is more frequent, but the advertisi ng effectiveness is argued. So this research shows the advertising effectivene ss of the public benefit advertising presentation by comparing. The main go als of this study describe as following: First, to know the advertising effect iveness of comparative public benefit advertising. Second, to know the adverti sing effectiveness of comparative public benefit advertising by different comp aring ways. Third, to know the influence of extraneous factors, including prod uct involvement、preference of leading brand and advertising involvement. T he methodology methods-Coronbach α test、 correlation analysis、t test and MA NOVA analysis are used in this research. The conclusions of this research include: first, the advertising effectiveness of public benefit advertising of low-level involvement product is more effective than high-level involvement p roduct. Second, for the variable-comparing intensity, indirect comparing publi c benefit advertising is more effective than direct comparing public benefit a dvertising. Third, product involvement and preference of leading brand are bot h important extraneous factors for comparative public benefit advertising.Keyw ords: Comparative advertising, Public benefit Advertising, advertising effecti veness.

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39

Adams, Angela Rae. "Mobile Advertising". 2013. http://hdl.handle.net/2152/22389.

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Mobile advertising has grown rapidly in the United States from a marketing, technology, and consumer acceptance point of view. This professional report will begin with an overview of the current mobile landscape, including device and network history. Various techniques will then be covered, including formats such as messaging (SMS), mobile search, display, and video advertising. Each of these methods will be discussed in detail, highlighting benefits and drawbacks, followed by typical monetization and measurement for each format. This report will then shift from a marketer point of view to a consumer point of view, highlighting consumer use statistics and citing examples of consumer response to specific mobile advertising campaigns. While the majority of this report is focused on the United States and business-to-consumer marketing, global mobile advertising and mobile advertising in a business-to-business context will also be discussed. This report concludes with recommendations for professionals, resulting in a usable guide to creating successful mobile campaigns.
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40

YU, TA-CHING, e 于大慶. "Exploring the Impact of Mobile Advertising Characteristics on Consumers’ Advertising Attitude and Mobile Advertising Effect". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/9v8923.

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碩士
國立高雄第一科技大學
運籌管理系企業管理碩士班
105
In this study, we explore the impact of mobile advertising characteristics on consumers’ advertising attitude and mobile advertising effect, and present the result to enterprises who are using mobile advertising to market their brands or products as a reference. Therefore, the study, using the experimental method to explore the impact of mobile advertising characteristics on consumers’ advertising attitude and mobile advertising effect. There are four different kinds of questionnaire designed by two factors: low irritation with low interactivity, low irritation with high interactivity, high irritation with low interactivity and high irritation with high interactivity. The experimental results show that while the interactivity is low, the mobile advertising which irritation is low has a better consumers’ advertising attitude then the higher one; while the interactivity is high, the mobile advertising which irritation is high has a better consumers’ advertising attitude then the lower one. The impact of consumers’ advertising attitudes on brand attitudes is significant. The influence of consumers’ advertising attitude on mobile advertising effect are listed: click-through > gather relevant information > read > share. While consumers’ technology readiness are low, the mobile advertising which irritation is low has a better consumers’ advertising attitude then the higher one; the mobile advertising which interactivity is high has a better consumers’ advertising attitude then the lower one. While consumers’ technology readiness are high, the mobile advertising which irritation is high has a better consumers’ advertising attitude then the lower one; the mobile advertising which interactivity is high has a better consumers’ advertising attitude then the lower one.

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41

Chang, Sheng-Chieh, e 張聖潔. "A Study on the Relationship of Advertising Appeal, Advertising Spokesperson, Advertising Attitude and Purchase Intention". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/92358003351885130735.

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碩士
真理大學
管理科學研究所
97
The main purpose of this research is to investigate the effectiveness of the attitude toward advertising and purchase intention under different type of advertising appeal (rational/emotional), different type of spokespersons (celebrity/expertise). This study uses 2*2 factorial experimental design. The print advertisements were used in the experimental design. The cell phone industry was taken as a research object. The samples were chosen from students in five colleges of northern Taiwan. A total of 450 questionnaires were distributed, 411 effective questionnaires were collected, and the effective response rate was 91%. MANOVA, t-test, regression analysis was used to test the hypotheses. The major finding through empirical study were：(1) The positive influence of advertising appeals on advertising attitude are significant. (2) The positive influence of spokespersons on advertising attitude are significant. (3) The positive influence of advertising appeals and advertising spokespersons on advertising attitude are significant. (4) The positive influence of rational advertising appeals and expertise spokespersons on advertising attitude are more significant than emotional advertising appeals and expertise spokespersons. (5) Advertising attitude has a significantly positive effect on purchase intentions.

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42

Liao, Ai-Lun, e 廖艾倫. "Benchmarking the Advertising Efficiency: An Empirical Validation of Cosmetic Advertisings in Taiwan". Thesis, 2003. http://ndltd.ncl.edu.tw/handle/23869990157456291537.

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碩士
國立成功大學
企業管理學系碩博士班
91
In the coming ages of globalization, there are more and more competitive in today’s world. Companies which want to survive in the serious competition and win the market place must pay more attention on their marketing strategy. It is no doubt that advertising plays an even more important role in marketing than ever before. But how does the advertising works? Are they efficient enough as they cost? What are the influential success factors in the advertisings? This study is subject to fill the void of following questions: 1.To verify the key influential factors of advertising effectiveness with commercials of multinational products. 2.Through the advertisings offered in this study, to explore the major information contents that are deemed to be crucial to affect the validity of advertisings. 3.To investigate the results directed by the method of DEA, and identify the peer group among the advertisings, through the concept of benchmarking efficiency. 4.For the advertisings whose performance are inefficient, to recommend some benchmarking partners and the ways and rooms to eliminate their slacks, in order to improve the advertising effectiveness. The study proceeds the study by selecting 50 advertisings as the target group of advertisings, using experts opinions as the respondents. Proceeds the study with the analysis of DEA, which is a popular methodology for discussing the benchmarking practices. Through the analysis, the results showed the benchmarking advertising groups and showed the efficiency frontiers, which can tell the ideal volume of each advertising’s input volume and the slack of every advertising, moreover, the practitioners will get the useful information through the study, and realize more about the strength & weakness of their advertisings. Finally, they could learn from their benchmarking partners and search for the better performance of their advertisings.

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43

Chang, Chung-Hua, e 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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44

Meganck, Shana. "Comparative versus noncomparative advertising print advertising intensity and effectiveness /". 2005. http://purl.galileo.usg.edu/uga%5Fetd/meganck%5Fshana%5Fl%5F200508%5Fma.

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45

Huang, Chen-An, e 黃正安. "The Influences of Mobile Advertising Format on Advertising Effects". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/09114315455036134099.

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碩士
國立高雄第一科技大學
資訊管理所
96
With the advancement of mobile technology, multimedia message service (MMS) has become the major application of messaging service. MMS includes multimedia objects (images, audio, video, rich text) and provides a new channel for marketing activities. The main purpose of this study includes: 1.Explore the effects of advertisement of different representation formats; 2.Explore the effects of advertisement of different representation formats in different product categories. The present research adopts a complete random design and test-retest strategy to investigate the relationship between the format of mobile advertisement and the category of ad product, using the concept of virtual direct experience, task-representation fit model, and richness media theory. Research results indicate that： (1) the format of mobile advertising will influence advertising effects, (2) better advertising effects will be acquired when search goods are represented in text-only format, (3) better advertising effects will be acquired when experiential goods or mechanical products are represented in richness media format.

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46

Lee, Tsuei-Ling, e 李翠玲. "The Analysis of Advertising Effectiveness in Web Keyword Advertising". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/7cxds8.

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碩士
世新大學
傳播管理學研究所(含碩專班)
96
The Analysis of Advertising Effectiveness in Web Keyword Advertising Student: Tsuei-Ling Lee Advisor: Chien-Chou Su Ph.D. Department of Communications Management Abstract This study was aimed at Internet users to investigate. To understand how the sample characteristics，internet advertising attitude, involvement of advertising messages and sharing of media will impact on the internet keyword ads Effect. Through analysis of the results of internet questionnaires which against 314 internet users, to further understand the keyword advertising effect affected by interrelated and influence of respondents’ attitude of Internet advertising, involvement of advertising messages, simultaneous media usage, and population variables. The study concluded that: 1, Demographic variables on keyword advertising results have significant implications, partial support. Among them, women than men in the keyword ads on a more consistent level of awareness, While living in the northern region than the non-resident of the northern region, in keyword advertising on a more consistent approach. 2, The attitude of Internet advertising and keyword advertising results have significant impact on access to some support. Research shows that the Internet advertising more positive attitude, the awareness levels in keyword advertising and click will are both good results. 3, Internet advertising message involvement and keyword ads have significant impact on results, partial support. Research shows that Internet advertising messages higher degree of involvement of the respondents, click keyword advertising will have a positive impact. 4, Simultaneous media usage, the effect of keyword ads have significant impact on access to some support. Research shows that the simultaneous media usage of the respondents in keyword advertising on the more positive attitude. Finally, the study put forward relevant proposals on the future in keyword advertising, to be different for the follow-up study to further the discussion with a view to continue to expand the scope of knowledge.

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47

Chang, Ju-hui, e 張如慧. "The Effect on Advertising Effectiveness Caused by Advertising Frequency". Thesis, 1997. http://ndltd.ncl.edu.tw/handle/25733962388257634382.

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48

Chu, Yi-Chi, e 朱羿錡. "The Influences of Mobile Advertising Formats on Advertising Effectiveness". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/jsjgr9.

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碩士
國立彰化師範大學
企業管理學系
105
The widespread use of mobile devices and internet makes users receive different formats of mobile advertising easily. In this research, we used experimental designs to explore the impacts of different advertising formats on advertising effectiveness. There are three types of advertising formats, including banner ad, interstitial ad, and native ad. As for the personalized degree, one category is with personalization and the other one is without personalization. The research results show different advertising types have significant effects on advertising effectiveness, including attention, attitude, memory, click intention, and purchase intention. In addition, the personalized degree has significant differences in purchase intention.

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49

Huang, Yi-Ting, e 黃翊婷. "The Influences of YouTube Advertising on the Advertising Effectiveness". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4huv3n.

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碩士
國立臺灣科技大學
企業管理系
106
With the rapid development of the Internet, it has become an essential part of daily life. Therefore, companies actively invest in online media to market their products. The amount of digital advertising has exceeded television advertising in the first half of 2016 in Taiwan. In other words, digital advertising has become the largest media channel. Companies annually increase the proportion of investment in digital advertising. Among all the digital advertising, the video advertising has most dramatically increased. Among the many video sharing platforms, YouTube is the most popular and commonly used. YouTube is the first choice for manufacturers to place their advertising. In order to achieve better advertising effectiveness, YouTube has launched the “TrueView advertising model” in 2010 which give the option to the audience. However, past studies have found that different types of advertising can cause differences in the delivery of advertising information, which can lead to different advertising effects. Hence, in this research I want to realize whether the different types of advertising would cause different advertising effects. This official research collects and retrieves 303 effective questionnaires, analyzing sample data with several statistics methods: descriptive statistical analysis, reliability analysis, validity analysis and ANOVA. The results show that the different types of advertising have different advertising effects in advertising recall, advertising attitude and purchase intention. In the advertising recall, In-Stream advertising is better than In-Video Banner advertising and In-Search advertising. In the advertising attitude, In-Stream advertising, In-Search advertising and In-Display advertising are better than In-Video Banner advertising. In the purchase intention, In-Display advertising is better than In-Video Banner advertising.

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50

Peng, Wen-Chien, e 彭雯芊. "User Experiences and Advertising Effects in Augmented Reality Advertising". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/m45t33.

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碩士
元智大學
資訊傳播學系
106
Consumers have been changed from passive receivers of conventional advertisements to a party that can interact with advertisements. Because of the prevalence of mobile devices and advancements in interactive and three-dimensional (3D) technologies, the media richness of two-dimensional advertisements is unable to satisfy consumers; hence, interactive 3D advertising becomes a viable option. Augmented reality (AR) technology features the integration of virtuality and reality, real-time interaction, and 3D spatial environments (Azuma, 1997). Integration of the virtual and real worlds provides users with richer media experiences than that provided by conventional 2D advertising. This study selected AR advertising as the research target because it has received considerable attention. Through case analysis of advertisements that use AR technology and compilation of relevant literature, this study revealed common methods that are used to present AR advertisements. This study adopted user experiences as the basis to examine the influences of different media stimuli on advertising effects. The four realms of experiential design proposed by Pine and Gilmore in 1999 (i.e., entertainment, education, estheticism, and escapism) were employed, and a literature review was conducted on relevant theories. Accordingly, perceived enjoyment, perceived informativeness, perceived interactivity, and perceived telepresence were used to assess media richness and user experiences. This study adopted an experimental method, using experimental design to verify how stimuli presented using different types of media affected the advertising effects experienced by users. The results indicate that (a) AR exhibits high media richness; (b) AR media provide a memorable user experience; (c) AR media induce positive advertising effects; and (d) rich user experiences improve advertising effects.

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