Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92537
標題: 置入性型態對於廣告效益之研究-以產品涉入程度為干擾變數
The Advertising Effectiveness of Product Placement Types -Moderating of Product Involvement
作者: Chan Yang
楊展
關鍵字: 置入性廣告
冠名
產品涉入程度
品牌記憶
偶像劇
Product Placement
Sponsorship
Product Involvement
Brand recall
idol drama
引用: 一、 中文文獻 江帛純 (2013)。綠色產品之包裝視覺設計對購買意願的影響-產品涉入程度為調節作用。東華大學國際企業學系所在職專班,碩士論文,未出版。花蓮縣。 吳怡國、姜易慧 (2010)。初探兩岸合拍偶像劇之發展與困境。淡江人文社會學刊,44,1-26。 吳長生、林聖傑 (2013)。產品置入型態之置入效果研究: 幽默場景之干擾角色。 管理與資訊學報,18,1-27。 徐振興、黃甄玉 (2005)。產品訊息疑似置入電視偶像劇之研究。中華傳播學刊,8,65-114。 曾國峰 (2010)。有線電視新聞台的賽局競爭分析。新聞學研究,103,83-131。 張佩芸 (2013)。產品置入態度對品牌態度與購買意願之影響-以產品涉入度與產品類別為干擾變數。中山大學企業管理學系所,碩士論文,未出版。高雄市。 黃彥翔、黃世杰 (2014)。置入行銷與運動贊助辨識效益比較之研究。嘉大體育健康休閒期刊,13(2),185-194。 黃國師 (2005)。'置入性行銷' 是電視媒體的甜點還是雞肋?。中華傳播學刊,8,17-25。 蔡季綾 (2005)。產品置入型態與置入效果,品牌態度間關係之研究--以產品涉入度與年齡為干擾變數。成功大學國際企業研究所,碩士論文,未出版。台南市。 賴春萍 (2012)。廣告方式、產品類別、消費者生活型態隊廣告效果之影響-以FACEBOOK為例。高雄應用科技大學國際企業系所,碩士論文,未出版。高雄市。 蕭文龍 (2014)。統計分析入門與應用: SPSS 中文版+ PLS-SEM (SmartPLS)。碁峰。台北。 蕭富峰、張佩娟、卓峰志 (2013)。廣告學。智勝。台北市。 羅健愷 (2014)。線上購物附加費與賣方商譽對消費者購買意願之影響-以自我建構、產品種類為干擾變數。大同大學事業經營學系所,碩士論文,未出版。台北市。 蘇文彬 (2006)。台灣電視節目置入性行銷廣告效益之研究。銘傳大學傳播管理研究所,碩士論文,未出版。台北市。 蘇伯千 (2014)。岱宇國際馬拉松賽事冠名權贊助效益之研究。國立臺南大學體育學系,碩士論文,未出版。台南市。 戴淑瓊 (2013)。電視節目冠名贊助行銷模式之探究。逢甲大學經營管理碩士在職專班,碩士論文,未出版。台中市。 鍾妙妮 (2009)。廣播電台置入性行銷之因素研究—以亞洲廣播網餐飲業廣告主為例。銘傳大學傳播管理研究所碩士在職專班,碩士論文,未出版。台北市。 魏昱愷 (2013)。置入性廣告與傳統廣告之效益比較。中興大學行銷學系所,碩士論文,未出版。台中市。   二、 英文文獻 Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. Alsop, R. (1988). Consumer Products become movie stars: marketers gain as filmmakers try to cut costs. Wall Street Journal, 23(2), 23. Babin, L. A., & Carder, S. T. (1996). Viewers' recognition of brands placed within a film. International journal of advertising, 15(2), 140-151. Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46. Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of Advertising, 35(3), 115-141. Batra, R., & Ray, M. L. (1983). Operationalizing involvement as depth and quality of cognitive response. Advances in consumer research, 10(1), 309-313. Belch, G. E., & Belch, M. A. (2007). Advertising and Promotion , 7th ed., Boston: McGraw-Hill Irwin. Bergman, C. (1989). Tobacco's cloudy image on the silver screen. The Christian Science Monitor, 8, 19. Blackwell, D. R., P. W. Miniard and J. F. Engel. (2001). Consumer behavior 9th ed. Harcourt, Inc. Bonfield, E. (1983). Involvement, Attitude, and Behavior: on the nature of the relationships. Advances in consumer research, 10(1). Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26(4), 293-306. Buss, D. D. (1998). Making your mark in movies and TV. Nation's Business, 86(12), 28-32 Chien, P. M., Cornwell, T. B., & Pappu, R. (2015). The effects of sponsorship portfolio on consumer associations of the sponsor brand. Paper presented at the Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Clarke, K., & Belk, R. W. (1979). The effects of product involvement and task definition on anticipated consumer effort. Advances in consumer research, 6(1). Cohen, J. B. (1983). Involvement and You-1000 great ideas. Advances in consumer research, 10, 325-328. Cowley, E., & Barron, C. (2008). When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, 37(1), 89-98. D'Astous, A., & Seguin, N. (1999). Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, 33(9/10), 896-910. Danaher, P. J. (1995). What happens to television ratings during commercial breaks? Journal of Advertising Research. 35(1), 37-47. Deigh, R. (1995). Softest of sells: placing products in movies can be a lucrative business. Washington Times, 28. DeLorme Denise, E., & Reid Leonard, N. (1999). Moviegoers experience and interpretation of brands in film revisited. Journal of Advertising, 28(2), 71-95. Dens, N., De Pelsmacker, P., Wouters, M., & Purnawirawan, N. (2012). Do you like what you Recognize? Journal of Advertising, 41(3), 35-54. Fisher, R., & Wakefield, K. (1998). Factors leading to group identification: A field study of winners and losers. Psychology & Marketing, 15(1), 23-40. Fleming, M. (1990). Product Pluggola Padding Pic Producers Budgets. Variety, 9(1), 22-23. Guido, G., Peluso, A. M., Tedeschi, P., Nicole, C., Lauretti, C., & Caciula, A. (2010). Acceptance of product placement in Italy: Effects of personality and product/consumer interactions. International journal of marketing studies, 2(2), 34-46 Gupta, P. B., & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59. Hackley, A. R., & Hackley, C. (2013). Television Product Placement Strategy in Thailand and the UK. Asian Journal of Business Research, 3(1). Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate data analysis with readings. Englewood Cliffs, Prentice Hall, New Jersey. Hansen, H. L. (1967). Marketing: text, techniques, and cases: RD Irwin. Hervé, C., & Mullet, E. (2009). Age and factors influencing consumer behaviour. International Journal of Consumer Studies, 33(3), 302-308. Houston, M. J., & Rothschild, M. L. (1977). A paradigm for research on consumer involvement: Graduate School of Business, University of Wisconsin-Madison. Hulin-Salkin, B. (1989). Movie Tie-Ins. Incentive, 16(June), 36-41. Kiley, D. (2006). Television: Counting the eyeballs. Business Week, 15. Kotler, P. (1997). Marketing management, analysis, planning, implementation, and control. NJ: Prentice Hall. Kotler, P., & Keller, K. L. (2006). Marketing management: Prentice Hall. Kotler, P., & Keller, L. (2012). A framework for Marketing Management. PEARSON. Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356. Laurent, G., & Kapferer, J.-N. (1985). Measuring consumer involvement profiles. Journal of marketing research, 41-53. Law, S., & Braun, K. A. (2000). I'll have what she's having: Gauging the impact of product placements on viewers. Psychology & Marketing, 17(12), 1059-1075. Loro, L., & Magiera, M. (1990). Philly products angle for ringside in Rocky V. Advertising Age, 61(5). MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143. McCarty, J. A. (2004). Product placement: The nature of the practice and potential avenues of inquiry. The psychology of entertainment media, 45-61. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 310-321. Meenaghan, T. (2013). Measuring sponsorship performance: challenge and direction. Psychology & Marketing, 30(5), 385-393. Miller, M. C. (1990). Seeing through movies. New York, NY: Pantheon. Miracle, G. E. (1965). Product characteristics and marketing strategy. The Journal of Marketing, 18-24. Nedungadi, P., & Hutchinson, J. W. (1985). The prototypicality of brands: Relationships with brand awareness, preference and usage. Advances in consumer research, 12(1), 498-503. Nunnally, J. (1967). Psychometric Theory. New York, NY: McGraw- Hill Book Company. Parker, K. (1991). Sponsorship: The research contribution. European Journal of Marketing, 25(11), 22-30. Pechmann, C., & Shih, C.-F. (1999). Smoking scenes in movies and antismoking advertisements before movies: effects on youth. The Journal of Marketing, 1-13. Peters, S., & Leshner, G. (2013). Get in the game: The effects of game-product congruity and product placement proximity on game players' processing of brands embedded in advergames. Journal of Advertising, 42(2-3), 113-130. Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of the Academy of Marketing Science, 25(4), 329-346. Petty, R. E., & Cacioppo, J. T. (1981). Issue Involvement as A moderator of the Effects on Attitude of Advertising Content and Context. Advances in consumer research, 8(1), 20-24. Ray, M. L., Sawyer, A. G., Rothschild, M. L., Heeler, R. M., Strong, E. C., & Reed, J. B. (1973). Marketing communication and the hierarchy-of-effects. Working Paper, 180. Rhee, C. S., & Rhee, H. (2015). The Effect of Product Placement Advertisement Legalization on Firms' Sales Growth: Evidence in Korea. Asian Social Science, 11(15), 151-158. Rossiter, J. R., & Bellman, S. (2005). Marketing communications: Theory and applications: Frenchs Forest, NSW: Prentice Hall. Russell, C. A. (1998). Toward a framework of product placement: theoretical propositions. Advances in consumer research, 25(1), 357-362. Russell, C. A., & Belch, M. (2005). A managerial investigation into the product placement industry. Journal of Advertising Research, 45(01), 73-92. Russell, C. A., Stern, B. B., & Stern, B. B. (2006). Consumers, characters, and products: A balance model of sitcom product placement effects. Journal of Advertising, 35(1), 7-21. Sapolsky, B. S., & Kinney, L. (1994). You oughta be in pictures: Product placements in the top-grossing films of 1991. Paper presented at the Proceedings of the 1994 American Academy of Advertising Conference. Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior, 7th: Prentice Hall, Inc. Smith, B. (1985). Casting product for special effect. Beverage World, 104, 83-91. Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226-238. Troup, M. L. (1991). The captive audience: a content analysis of product placements in motion pictures. Florida State: Florida State University. Turcotte, S. (1995). Gimme a Bud! The feature film product placement industry. The University of Texas at Austin, USA, 1995. Turner, G. (1988). Film as Social Practice. London: Routledge. Wiles, M. A., & Danielova, A. (2009). The worth of product placement in successful films: An event study analysis. Journal of Marketing, 73(4), 44-63. Williams, K., Petrosky, A., Hernandez, E., & Page, R. (2011). Product placement effectiveness: revisited and renewed. Journal of Management and Marketing Research, 7(1), 1-24. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 341-352. Zajonc, R. B., Crandall, R., Kail, R. V., Jr., & Swap, W. (1974). Effect of extreme exposure frequencies on different affective ratings of stimuli. Perceptual and Motor Skills, 38(2), 667-678.   三、 網路資源 中華民國國家通訊傳播委員會。國家通訊傳播委員會第585次委員會議紀錄(2014)。2015年3月查詢。取自http://www.ncc.gov.tw/chinese/files/14040/66_31903_140402_1.pdf 中華民國國家通訊傳播委員會。作業規定。國家通訊傳播委員會電視節目從事商業置入行銷暫行規範(2012)。2014年10月查詢。取自http://www.ncc.gov.tw/chinese/law_detail.aspx?site_content_sn=257&law_sn=1964&sn_f=1964&is_history=0 中華民國國家通訊傳播委員會。作業規定。國家通訊傳播委員會電視節目贊助暫行規範(2014)。2015年3月查詢。取自http://www.ncc.gov.tw/chinese/law_detail.aspx?site_content_sn=257&law_sn=1963&sn_f=2158&is_history=0 中華民國國家通訊傳播委員會。作業規定。國家通訊傳播委員會節目與廣告區分認定原則(2014)。2015年5月查詢。取自http://www.ncc.gov.tw/Chinese/law_detail.aspx?site_content_sn=257&is_history=0&law_sn=1202&sn_f=2144 娛樂重擊。台灣冠名大賞。台灣冠名大賞#12(2015)。2015年3月查詢。取自http://punchline.asia/archives/7922 中華民國國家通訊傳播委員會。暫存區(勿動)。內容處網站內容事務業務。活動。最新活動。102年各類節目製播規範、法規暨案例交流研討會之座談會會議紀錄(2013)。2015年3月查詢。取自http://www.ncc.gov.tw/chinese/print.aspx?table_name=news&site_content_sn=2815&sn_f=31425 中時電子報。大陸經貿。《大陸產業》冠名行銷建功,伊利Q1獲利飆(2014)。2015年5月查詢。取自http://money.chinatimes.com/news/news-content.aspx?id=20140502001868&cid=1208 聯合新聞網。雜誌。商業企管。動腦。置入怎麼做? 才能叫好又叫座(2015)。2015年4月查詢。取自http://udn.com/news/story/6861/721763-%E7%BD%AE%E5%85%A5%E6%80%8E%E9%BA%BC%E5%81%9A%EF%BC%9F-%E6%89%8D%E8%83%BD%E5%8F%AB%E5%A5%BD%E5%8F%88%E5%8F%AB%E5%BA%A7
摘要: Consumers used different media to watch their favorite idol drama in recent years, due to technical development, many consumers chose to skip the traditional TV advertisement. Therefore, companies had to find other ways to promote their brand. Product Placement (PPL) became the best way to promote brand value. There were three different types of Product Placement in idol drama such as, integrated explicit PPL ,which placed the brand into the story line, non- integrated explicit PPL which put the brand name beside the program name, and Implicit PPL ,which shown the brand by props or background. Few researches were found in TV advertisement effectiveness of integrated explicit PPL and non- integrated explicit PPL in Taiwan. The main purpose of this research was comparing the advertisement effectiveness of this two new PPL. This research also added the product involvement and product category to discuss the change of PPL effects. The research method used in this research was experimentation method. Respondents were divided into three groups based on the PPL types. Each group was tested by watching two 90 seconds commercial videos. There were totally 306 respondents taking parts in this experiment. The results shown that, the time of TV PPL would not change consumers' attitude or buying intention, however, brand recall did changed. The brand recall of integrated explicit PPL was the best among all three PPL. By using integrated explicit PPL commercial could be increase the brand awareness of consumers more effectively than other PPLs.
隨著科技的進步,消費者可以用來觀看偶像劇的媒體工具越來越多,許多消費者對於不斷重複播送的廣告視而不見,廠商為了提升品牌價值,只好尋找新的方式。 置入行銷是廠商提升品牌價值的首選,因為消費者若要觀看偶像劇,就很難避開不看到置入的廣告。台灣偶像劇目前在使用的置入行銷手法有三種,分別為顯性整合置入(將品牌呈現在主要故事情節中)、顯性非整合置入(將品牌與節目名稱結合)以及隱性置入(品牌僅在某些道具背景上呈現)。 由於台灣的偶像劇從2014年才開始較為正式的使用顯性整合置入及顯性非整合置入,所以國內研究對於這兩種置入行銷的廣告效益認知較為缺乏。本研究主要目的是比較這兩種新的置入廣告以及慣用的隱性置入廣告之效益,此外,本研究亦加入產品涉入程度及產品種類進行探討,以了解不同產品種類及消費者不同的產品涉入程度是否對廣告效益有干擾影響。 本研究採用實驗法,分成三個組別,每組受測者僅針對一種置入方法進行效果探討,但分別觀看兩種不同的產品種類影片,每部實驗影片長度約為90秒,共有306位有效受測者。 由於每段廣告影片刺激時間僅有90秒,故其情境類似轉台或嘗試找尋新影片的短暫收看狀況。研究結果發現短暫的置入廣告並不會造成消費者對於置入品牌的態度及購買意願改變,僅有產品品牌記憶效果。顯性整合置入的品牌記憶效果優於顯性非整合置入與隱性置入。產品種類的不同,僅在顯性整合置入情況下會有所差異,耐久財會比服務產品的品牌記憶效果佳。若廠商欲使品牌知名度提升,提升消費者對品牌的記憶,則採用顯性整合置入為佳。
URI: http://hdl.handle.net/11455/92537
文章公開時間: 10000-01-01
Appears in Collections:行銷學系所

文件中的檔案:

取得全文請前往華藝線上圖書館



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.