The impact of the mode and interactivity of online promotion on advertising effect

• Main Authors: Shu-min Yang, 楊舒閔
• Other Authors: Ting Peng Liang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/889y2m

碩士 === 國立中山大學 === 傳播管理研究所 === 95 === With the keen competition of the same product, consumers have many products to choose, so that many promotional activities are held to raise the market share. However, almost consumers are aware of the promotional activities through an advertising, such as a banner on the portal site. Indeed, we all see these kinds of advertisings in our life. Thus, promotional message is an advertising to a consumer, and it is also an advertising which combines promotion and advertising. That why I measure the promotion effects on the Internet according to the advertising effects. First of all, I want to know how the two kinds of promotions which are called price-promotion and non-price-promotion to affect the advertising effects. Secondly, I want to know how the interactivities which only exits on the Internet to affect the advertising effects. Finally, I use product brand image as a moderating variables to know how it affect consumer behavior. Between-subject factorial design, price-promotion and non-price-promotion arrange in pairs content-interactivities and non-content-interactivities arrange in pairs functional brand image and symbolic brand image is employed in my study. I pick up 240 students of NSYSU in convenience, and these students are divided into eight groups, and each group contains 30 students. The results show that: Two kinds of promotions will affect advertising effects. Interactivities will affect advertising effects. Brand image has moderate effect to the relationship between promotion and advertising. Finally, Brand image has no moderate effect to the relationship between interactivities and advertising.