The Study of The Effects of The Ideological Advertising

• Main Authors: Cheng-Lun Kuo, 郭正倫
• Other Authors: Chih-Wen Huang
• Format: Others
• Language: zh-TW
• Published: 1993
• Online Access: http://ndltd.ncl.edu.tw/handle/68339929555248399587

碩士 === 淡江大學 === 管理科學研究所 === 81 === From ideological advertising, we can''t know neither the difference of the advertising product with others nor any explanation about the material. This reserch will study what the effects of the ideological advertising and find the character of life style of goal market. I use the advertisments of television of Stimorol from 1989 to 1992 in order to measure the effects of the advertising . I measure the effects of advertising with recall, advertising attitude , and attitude of product in this study , and measure the advertising attitude with cognitive, affective and conative . The population of the study is the eight universities students in Taipei city. We can get the results after analysis the data: 1.The effect of recall is affirmative. 2.The effects of advertising attitude is affirmative in creation , appreciation, impression, interest, and attraction, but it''s not affirmative in providing useful and understandable information and advertising acting. 3.The effects of attitude of product is not affirmative.