| Summary: | 碩士 === 國立交通大學 === 應用藝術所 === 87 === Ever since net advertisement (web ad) was introduced to the public in 1994, many sales researchers and advertisers keep asking the same question: Does net advertisement really works? Until now, the approaches of evaluating potential effects of net advertisements merely include counting how many times the ad was seen, chosen or clicked through. However, it’s neither cautious nor objective to evaluate the effect by using those mentioned methods. As a matter of fact, before the Ad is clicked through, the so-called “ Brand Impact” starts functioning to influence the viewers immediately after the ad has been seen. Several questions then arise: What is the indeed effect of web advertisement? And how does approach of Banner Ad and its exposure frequency influence brand impact and viewers’ attitude toward web ads?
The research was conducted via Field Experiment technique, taking the ads in the web of Taiwan in 1998 for the studying subject. K.J. cluster method was used to classify the approaches of various Banner Ads. The study also examined, in terms of various Banner Ads approaches and exposure times, if there will be any difference between the viewers’ brand impact and attitudes toward ads. Several suggestions were made after the analysis had been done.Therefore, the study could provide references for academic and practical purposes. Results of study are listed as follow:
1. Ad approach: 5 types of Banner Ad approach were cataloged according to K.J. cluster method. They are (1) Prize offering (2) Announcement (3) Suspicious (4) Featuring (5) Tricking.
2. Under the same exposure frequency, five types of approach presented no obvious difference in brand impact. However, in terms of three, five and seven times of exposure, each type showed better brand impact with five and seven times, and no significant difference in respect to attitude toward ads.
3. All types of ad approach had no influence on brand impact and attitude toward ads, while exposure times of ad had significant effect on brand impact. Among the above exposure frequencies, 5-exposure time had the best effect. The relationship of invert U-shape between brand impact (brand recall and recognition) and attitude in increasing exposure frequency toward ads was not significant.
4. The opinions and attitudes of viewrs had nothing to do with brand impact. There was a difference between the five types of Banner Ad approach, however, the difference didn't reach the significant level statistically. Among them, the suspicious type was the best approach of all.
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