| Summary: | 碩士 === 國立交通大學 === 管理科學研究所 === 86 === The research attempt to discuss the advertising effects of
advertisements with numerical messages interpreting products and
to realize the advertising effects of those advertisements in
different situations of brand strength and product involvement .
The research utilized a 2x2x2 factorial experimental design .
Sample is gathered from the students in the four universities or
colleges located in Hsin-Chu . Analyzing the data with
statistical method , we got the following conclusions:1.
Advertisement Receivers'' recalls of advertisements with
numerical messages are significantly lower than those of
advertisements without numerical messages.2. Advertisement
Receivers'' attitudes toward advertisements with numerical
messages are significantly higher than those toward
advertisements without numerical messages.3. Advertisement
Receivers'' attitudes toward high-brand-strength product
advertisements with numerical messages are significantly
higher than those toward low-brand-strength product
advertisements with numerical messages.4. There are no
significant differences between the advertisement receivers''
attitudes toward a high involvement product advertisement with
numerical messages and those toward a low involvement product
advertisement with numerical messages.5. Among the high brand
strength product advertisements , Advertisement Receivers''s
perceived product qualities toward advertisements with numerical
messages are significantly higher than those toward
advertisements without numerical messages. However, among the
low brand strength product advertisements , there are no
significant differences between the advertisement receivers''
perceived product qualities toward advertisements with
numerical messages and those toward advertisements without
numerical messages.6. Advertisement Receivers'' buying intentions
toward the advertisements with numerical messages are
significantly higher than those toward advertisements without
numerical messages.7. Female advertisement Receivers'' recalls of
advertisements with numerical messages are significantly higher
than male advertisement Receivers''﹔Undergraduate students''
recalls are significantly higher than graduate students''.8.
Among the advertisements with numerical messages, there is no
connection between the whole advertising effects and the sex,
the academic background﹐the educational level﹐and the income
of the advertisement receivers.
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