Creativity in advertisement and the influences of message that advertisement appeals toward consumer’s interest

• Main Authors: Shu-chen chang, 張淑貞
• Other Authors: Jun-ying Huang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/77y4z3

碩士 === 國立中山大學 === 傳播管理研究所 === 95 === Abstract Competitions between the brands of the real estate commodity are intense. With regard to sales, the advertisement must bring into full play in the marketing situation which engages in hand-to-hand combat. Goal of the creativity person in message designs of the advertisement is trying to have the consumers sharing same feeling. Allow the advertising creativity has more accurate effect, the appeal strategy complement each other reduces the advertisement being invalid and waste. This research is aimed at the advertisement of the real estate. It is to discuss what level does combination influence of the advertising creativity and the advertising appeals have effect on the consumer’s interest in product. There are two goals in this research, first is to discuss combination influence of the advertising creativity and the advertising appeal. How advertising creativity high-low level, different advertisement combinations of perceptual appeal and rational appeal show their effects. Second is to discuss how the consumer’s interests are arisen from the advertisement combination of the advertising creativity and the advertising appeal. Through advertising creativity level, different advertisement combinations of perceptual appeal and rational appeal show their effects. To understand different interest degrees that the consumers have toward the product. This research uses experimentation and profound interview, to discuss how interest effect that the advertisement combination of the advertising creativity and the advertising appeal has on the consumers. In order to understand how these four variables affect the consumers in product results the varying degree of interests, the partial experimentation was designed to 12 groups of hypothesized board advertisements, through out prior consumers 4 groups of hypothesized board advertisements combinations were selected, carries on the official experimentation. There are 111 questionnaires returned, 99 are valid, effective returns-ratio is 89%. The material analysis adopts one way ANOVA analysis, finally conclude: 1.There are obviously differences toward trust attitude between four groups of different advertisements combinations. 2.There are obviously differences toward preference between four groups of different advertisements combinations. 3.The advertisement combination "High creativity - perception" effectively increase the consumer''s interests surpasses "the low creativity-perception" the advertisement combination, "the high creativity-rationality" advertisement combination and "low creativity-rationality" advertisement combination.