Exploring Advertising Effect of Micro Film on Anti-media Monopoly

• Main Authors: Zhi-Wei Liu, 劉智瑋
• Other Authors: Chia-Chi Sun
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/05359259919708967341

碩士 === 淡江大學 === 國際企業學系碩士班 === 102 === The increasing of network has changed the traditional marketing method. The digital content which developed by network allows audience to interact with advertisement by clicking. More NPOs can express information through micro film during the rise of network. Therefore, basing on the model of Ducoffe and the endorser factor, the study discusses the advertisement effect of micro film in the case of Anti-media monopoly. The purpose of the study is to find the influencing factor to enforce the advertisement effect of the Youth Alliance of Anti-Media Monopoly Monster. We find micro film of NPOs has significantly affect undergraduates through information and irritation, while information has the strong positive influence and irritation has negative impact on advertising value. The micro films of NPOs with advertising value have significantly positive influence toward advertisement effect. In addition, the influence of endorser is not significant to the advertising effect, but has positive relationship. In conclusion, if NPOs want to communicate with audience through micro films, they should avoid using endorser. Since the endorser distracts the audience from the information which NPOs want to convey to the public, NPOs should focus on rich and latest information films for attracting the attention.