廣告效果測試之研究

• Main Author: 林育則
• Other Authors: 周文賢
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/60445535940036221494

碩士 === 國立政治大學 === 企業管理學系 === 89 === It’s usually used to measure advertising effect by increasing sales in business, but it has a lot of factors to influence increasing sales. Advertising is one of them. Therefore, it is not reasonable. However, we should know how to measure advertising effect. If we can measure advertising effect much better, we will understand thinking of consumers and hit the target market. There are three purposes in this research. First, it will research how to measure advertising effect and compare to this framework. Second, it will research advertising stage effect. Final, it will research advertising effect in different advertising strategies. This research uses qualitive analysis and deductive method. These cases are “77chocolate”, ”upstare pie”, ”beautiful star liner”, ”fuji film”. Using consumer’s characterlistics and product characterlistics to sort out. They are “high involvement/target consumers focus”, ”high involvement/target consumers disperse”, ”low involvement/target consumers focus”, and ”low involvement/target consumers disperse”. This research provides a complete framework to compare advertising effect. It concludes “creating test”, ”script test”, ”pre-broadcast test”, ”post-broadcast test”, “tracking test”, and “sales test”. It must be tested in every step. Companies can test his advertisement by this framework. On the other hand, it provides a base on making strategies. This research finds that target consumers have more high focus and involvement, then making clearer advertising goals. Target consumers more high focus, then having more attitude index. Well-known brands makes consumers to make choice to buy products of low involvement. Products of low involvement have higher TV reaching rate then products of high involvement. Disperse advertising goals will make advertising appeal indeterminately.