| Summary: | 碩士 === 銘傳大學 === 新媒體暨傳播管理學系碩士在職專班 === 107 === The gradual decreasing yearly of the total number of students of regular and vocational high schools has propelled all colleges and universities to try their utmost to display their own strengths and characteristics to appeal potential students in order to prevent from closing-down crisis. This phenomenon, as a result, has led many private technical colleges and universities to transition, merge or shutting-down destiny eventually. Therefore, how to catch high school students’ eyes and obtain their sense of identity is definitely a great task that all colleges and universities are now facing with.
With the rise of the Internet, the wide spread of the media to the online world, the characteristics of far-reaching worldwide, accompanied by the unique advantages of no limitation to time and space, have simply made the dissemination of information become even much faster and more instant. On the Internet, miscellaneous kinds of information platforms, such as forums, blogs, social networking sites and etc., have been developed to meet different people’s needs for information and searching behaviors.
It goes without saying that the dissemination of information on the Internet is a very rapid channel. Together with the social media to provide instant information release and communication, the degree and demand of people relying on the information on the Internet, even the social media, have obviously been enhanced, which has initiated many advertisers and businesses to focus on advertising online. Likewise, all the education systems not only should do their marketing advertising in some newspapers and magazines and at outdoors, but also should do that online as well without neglecting its advertising effectiveness. Furthermore, marketing advertising online may be viewed as an important pipeline of marketing colleges and universities. However, the number of Internet users is so tremendous that how to present the information online successfully has drawn the attention of business operators or marketing personnel.
Is the advertisement with the text on the image more impressive and memorable as compared with the commonly-seen advertising information in the text form only? Will the location and the font of the text make any difference? By using A/B testing in new media, this study makes an attempt to explore the effects of color matching and application, text position reading differences and effects, and text font adjustments on reading.
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