The Study of Advertising Effect by Information Presentation, Product Placement Types, and Brand Awareness-The Case in Motor Industry

• Main Authors: Lin Po-Yang, 林栢仰
• Other Authors: 林陽助
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/92c6eg

碩士 === 東吳大學 === 企業管理學系 === 104 === Advertisement has remained the common tactics of marketing strategy so far. As an excellent advertisement in addition to allowing consumers to leave perfect impression, but also persuade consumers to buy. In the television advertisement, information presentation and product placement types are two important factors. This research is also put into the brand awareness as interference variables to moderate the advertising effect. Hope that the brand awareness is useful for providing a frame of reference to guide strategic thinking, and believe that information presentation and product placement types in importance, depending on the brand awareness into which combinations. This research adopts a 2×2×2 between-subjects experimental design. Independent variables were information presentation (rational versus emotional appeal) and product placement types (explicit versus hidden placement), moderate variable was brand awareness (high versus low visibility), and dependent variable was advertising effect (including attitude toward the ad and purchase intention). By using SPSS 22.0 statistical analysis, the result shows that the product placement have significant influence on advertising effect, advertisement with hidden placement results in higher levels of attitude toward the ad and purchase intention than explicit placement. The information presentation and brand awareness, the product placement types and brand awareness have interaction on advertising effect. As for high visibility, advertisement with rational appeal results in higher levels of attitude toward the ad and purchase intention than emotional appeal, advertisement with hidden placement results in higher levels of attitude toward the ad and purchase intention than explicit placement. As for low visibility, advertisement with emotional appeal results in higher levels of attitude toward the ad and purchase intention than rational appeal. Finally, three variables have interaction on advertising effect. As for high visibility, advertisement with rational appeal and hidden placement result in greater attitude toward the ad and purchase intention than other combination. As for low visibility, advertisement with emotional appeal and hidden placement result in greater attitude toward the ad and purchase intention than other combination.