高齡者代言人與廣告模式配適對廣告效果之研究

• Main Authors: Wong, Si-Kei, 黃詩淇
• Other Authors: 林鴻洲
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/71618830996769435032

碩士 === 國立臺灣師範大學 === 社會教育學系 === 104 === Taiwan became an aging society since 1993. However, people are misunderstanding about aging because of the media. Therefore, we need to change the image of elderly people in the media if we want to solve the problem of aging society. In the present study, the author attempted to examine how ad effectiveness is affected by the match up of elderly endorser and ad mode, and endorser types, endorser gender and quantity of endorser as moderators. The results indicate that: 1. the Ad Effectiveness of Elderly endorser with comparative advertisement is significant better than endorsed Advertisement. 2. Elderly endorser types have moderating effect. And that Ad Effectiveness of general consumer types is significant better than professional types in endorsed Advertisement. 3. Elderly endorser gender has moderating effect. And that Ad Effectiveness of male elderly endorser is significant better than female elderly endorser in comparative advertisement. 4. Quantity of Elderly endorser has moderating effect. And that single elderly endorser is significant better than numerous elderly endorsers in endorsed Advertisement. Based on these results, implications for marketers are suggested and discussed.