The Advertising Effects of Advertisements with numerical messages interpreting products

• Main Authors: CHEN, Hung-chun, 陳弘鈞
• Other Authors: Huang Jen-hung
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/54920214464029916083

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.