The New Weapon for Marketing Communication：Ad Effects of Product Types and Promotion Types in App Advertising and Enbedded App Types

• Main Authors: Yi-Yu Su, 蘇伊瑜
• Other Authors: Hsuan-Yi Chou
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/588vqn

碩士 === 國立中山大學 === 企業管理學系研究所 === 103 === In recent years, people’s lives were bound up with smart mobile devices. We can easily observe similar scenes appearing in daily life ─ office workers sitting on the MRT and bus open news APPs, constantly slipping the screen to read importantly instant news; consumers pick up cell phones to take pictures and upload to the community websites (Facebook, Line, and other communicative APPs) in the restaurants and earn an instant discount. In the waiting queue, everyone bows his/her head playing gaming APPs to kill time. The lifestyle of modern people (i.e., using APPs anytime and anywhere) gradually affects the practitioners’ and advertisers’ selection of marketing/advertising channels and allocation of marketing budgets. APP advertising has been an emerging advertisement medium in recent years. Related research is still deficient. Some scholars examine the effects of APP types and APP advertising; they find that different APP types affect users’ responses to in-APP advertising. In addition, there are scholars investigating the effects of product types in APP advertising; they find that different advertised products will generate different effects. This study aims to explore the advertising effects of product types and promotional types in advertising when APP users are exposed to advertisements in different types of APPs. Additionally, how APP types affect advertising effects and uses’ thinking modes are also explored. This study conducted a 3 (APP types) X 3 (product types in APP advertising) X 2 (promotional types in APP advertising) between-subjects experiment to test the hypotheses. A total of 397 valid samples were collected. The analytical results reveal the following. (1) APP types generate different advertising effects and affect the users’ thinking modes. (2) There are interactive effects between APP types and advertised product types. Utilitarian products (vs. other product types) enbedded in functional APPs as well as hedonic gaming products (vs. other product types) embedded in informative APPs and entertaining APPs generate better advertising effects. Hedonic physical products are more suitable to be embedded in informative APPs (vs. other APP types). (3) APP types would moderate the advertising effects of promotional types. Monetary promotions (vs. non-monetary ones) in informative APPs and non-monetary promotions (vs. monetary ones) in entertaining APPs have better advertising effects. (4) In functional APPs, utilitarian products with monetary promotions as well as hedonic gaming products and hedonic physical products with non-monetary promotions would generate better advertising effects. (5) APP likeability, APP involvement, and the use experience of APPs also affect the effects of APP advertising. Keywords: APP advertising, APP application, product types, promotion types, advertising effectiveness