A Study of Advertising Effects of Different Media Properties, Advertising Appeals, and Product Involvement-A Comparison between Print Media and the Internet

• Main Authors: Yuan-Hung Ting, 丁源宏
• Other Authors: Ting-Peng Liang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/92802751692704902448

碩士 === 國立中山大學 === 傳播管理研究所 === 88 === As the rapid development of the Internet advertisement, the Internet as a kind of advertising media has a greater competitive ability among all kinds of media. This study is designed to figure out the difference of print media and the Internet, especially in the field of advertising research. Using the laboratory experimentation and factorial experimental design, there are three factors in the study, including media properties (the Internet active media, the Internet static media, and print media), advertising appeals (rational and emotional appeal), and product involvement (high and low product involvement). Under such arrangement, the three factors result in 12 (3´2´2) different advertising strategies. The findings are as the followings: 1.The Internet active media can increase the advertising effect efficiently, while the machine-interactivity can’t increase advertising effects. 2.Advertising appeals aren’t able to influence the advertising effect efficiently. 3.The composition of emotional appeal and the Internet active media is the best advertising strategy to advertising effects; while the composition of rational appeal and each media property will not be able to achieve better advertising effects. 4.Product involvement is irrelevant to the advertising effect in the study. 5.The male consumers preferred the composition of the Internet active media and high product involvement, and they also like the composition of the Internet static media and low product involvement. 6.Consumers with BS. Degree or above preferred the composition of the Internet active media and emotional appeal. 7.The 46 above age group preferred the composition of low product involvement and emotional appeal, and they also like the composition of high product involvement and rational appeal.