| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 87 === The main objective of this research attempt to discuss the advertising effects of comparative advertisements with numerical message interpreting products and to realize the advertising effects of those comparative advertisements in different situations of product involvement and brand strength. The research use indirect comparative advertisements. The experimental products are print and disk. The sample is gathered from the students in the three universities located in Tai-Chung. The research utilized a 2×2×2 factorial experimental design. Analyzing the data with statistical method , we got the following conclusions：
1.Among the low involvement product comparative advertisements , advertisement receivers’ recalls toward comparative advertisements with numerical message are lower than those toward comparative advertisements without numerical message.
2.Among the high involvement product comparative advertisements, advertisement receivers’ advertising attitudes of comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message.
3. Among the low brand strength product comparative advertisements, advertisement receivers’ advertising attitudes and product attitudes toward comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message.
4.Advertisement receivers’ recalls toward comparative advertisements with numerical message are lower than those toward comparative advertisements without numerical message.
5.Advertisement receivers’ advertising attitudes、product attitudes and buying intentions toward comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message.
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