An Evaluation Analysis of TV Advertisement Effect - the Case Study for Taiwan Fresh Milk Logo

• Main Authors: Chia-Chen Lee, 李佳臻
• Other Authors: Yie-Lang Chan
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/94688569486505879744

博士 === 國立中興大學 === 農業經濟學系 === 89 === Abstract The vast integration of TV into our daily lives, and its potential for shaping viewers’ behavior, attract marketers’ deep concern toward the TV advertisement in the modern society of mass consumption. A large proportion of the promotion expenditure of Taiwan fresh milk logo provided by the Council of Agriculture, CABINET, R.O.C. was spent in the TV advertisement. Generally speaking, one might find different content dimensions in different commercials. Also, one might find different emotional responses in different respondents. Therefore, this paper use the TV advertisement in Taiwan as a sample to evaluate the causal relationship of the ad content affecting the attitude toward the brand in Taiwan by the factor analysis and the path analysis. Then, the model of the ad content affecting the attitude toward the brand in Taiwan is utilized for the case study of Taiwan fresh milk logo. The main purpose of this paper include: (1) How did the different ad content affect the attitude toward the brand? (2) How did the different emotion affect the attitude toward the brand? (3) How did the different attitude toward the ad affect the attitude toward the brand? (4) The case study for Taiwan fresh milk logo. The empirical results from this analysis and case study are concluded as follows: 1. The different ad content has various affecting toward the consumers’ attitude of the brand, in terms of the extent and direction. 2. The different emotion has various affecting toward the consumers’ attitude of the brand, in terms of the extent and direction. 3. The different consumers’ attitude toward the ad has various affecting toward the consumers’ attitude of the brand, in terms of the extent and direction. 4. The different ad content has the different path of affect toward the consumers’ attitude of the brand. 5. The television ad contents that could render a positive attitude toward the brand in Taiwan, are listed sequence as follows: lively, out of mundane, objective, moral, and threatening. 6. The current television ad content of Taiwan fresh milk logo has neither lively nor serious. It contains a little of terror, anxiety, tense. It is simple, old- fashioned, non-novelty. It stresses quality, benefits and efficiency. It also contains strong virtue, spirituality, and duty appeal. The effect of this television ad content has certain affect toward the consumers’ attitude toward the fresh milk logo. It has moderate influence toward consumers’ purchase intense. It neither exhibit good nor bad image, and has no reinforcement effect.