The Influence of Positions and Formats of Mobile Applications on the Advertising Effectiveness of Smartphones

• Main Authors: Ting-ting Hu, 胡婷婷
• Other Authors: Tai-Hwa Chow
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/53974891468603801411

碩士 === 國立中山大學 === 傳播管理研究所 === 100 === Compared with the advertisement on traditional media, mobile applications are totally different in usage situation, operating interfaces and communication modes with consumers. The study analyzes the influence of the positions (such as, pre-game advertisement and peripheral game advertisement) and formats (such as, dynamic banners advertisement and rich media advertisement) of advertisement on advertising effects. In addition, flow level is the modifying variable. The study collected a total of 220 effective samples by using judgmental sampling procedures to send out questionnaires over the Internet. Respondents must have experiences in playing Angry Bird on a smart phone The research results include: (1) The positions of advertisement influence significantly over the advertisement attitudes, brand and product memories; (2) The formats of advertisement influence significantly over the advertisement attitudes, and (3) The positions and formats of advertisement influence significantly over the advertisement attitudes when respondents are in low flow level. On the contrary, the positions and formats of advertisement influence significantly over brand and product memories when respondents are in high flow level.