The Influence Of Position Effects And Congruence Of Oline Advertising On Brand Recall And Recognition

• Main Authors: Kuo, Chiayu, 郭家宇
• Other Authors: Su, Hungren
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/98882776568569982385

碩士 === 國立中正大學 === 企業管理研究所 === 100 === The growth of broadband penetration rate means that online advertising will reach more consumers and the network gradually become the important platform of advertisers. In addition, the growth of internet advertising also demonstrates the importance and great potential of it. Although previous research has focused on banner advertising, in fact, the format of online advertising has become increasingly diversified. In this study, laboratory experiment was used to find out the influence of different advertising placements and congruence of online video advertising on brand recall and brand recognition. The results showed that the brand of post-roll video advertising was well recalled and recognized, but not as was the pre-roll, in comparison with the mid-roll video advertising. We found strong recency effects from post-roll video. And there was better brand recalled in a situation of high congruence between the video advertising and the online video. However, brand recognition was not significantly influenced by the video-advertising congruity.