| Summary: | 碩士 === 國立聯合大學 === 資訊管理學系碩士班 === 100 === The upswing of smart phones and tablets sales causes applications to become an enormous emerging market. The combination of applications and advertisements is becoming a popular advertising approach increasingly. It is called “in-app banner advertising”. Hence, the current study examined the effect of types of advertising, types of applications, and the consistency on attitude toward the advertisement and advertising recognition of the in-app banner advertising.
The results of the experiment revealed that graphic banner advertisements prompt better ad attitude and ad recognition than the pure text banner advertisements. In the aspect of types of applications, high-cognitive load applications have a better effect of ad recognition than low-cognitive load applications. On the contrary, low-cognitive load applications have a better effect of attitude toward the advertisement compared to high-cognitive load applications. It was also found that thematic consistency between advertised product and application has a better effect of attitude toward the advertisement compared to thematic inconsistency. Finally, based on the research findings, practical suggestions were provided.
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