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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
關鍵字: 置入性廣告
Product Placement
Product Involvement
Brand recall
idol drama
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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。
文章公開時間: 10000-01-01
Appears in Collections:行銷學系所



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