The Effect of Banner by Advertising Graphic, Product Type and Consumer Life Style

• Main Authors: Tz-Nung Chiung, 江子儂
• Other Authors: Kai-Ning Kao
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/ss2pjq

碩士 === 銘傳大學 === 設計管理研究所碩士班 === 93 === Along with Internet''s fast development, the network marketing also in accordance to lives, network advertisement has become most has diverse the news media, has dissemination characteristic and so on conformity writing, picture, sound and animation. However most can attract the consumer vision in this characteristic is the Graphic. Therefore this research in view of the banner which was used more often, the main goal lies in the discussion advertising graphic the difference influence regarding its effect, and auxiliary by consumer life style and product type. The research technique uses the on-line questionnaire surveys, got 314 sample data. The experimental result by the factor analysis, the colony analyzes, the independent samples T-test and the Two-way ANOVA. The findings discovered difference of the advertising Graphic indeed affects the consumer’s attitude and hits, although generally testee was accustomed to the photographic banner, but sample of the choice illustration graph, its advertisement attitude and hits all to be higher, like the convenience, predilection and specialty products, but the shopping products is the photographic banner to receive the consumers to like. Therefore, when design banner, if is a low-budget product or has the characteristic product, may attempt using the illustration graph attracts the consumers and raises the hits. In this research the sample life style divides into the self-guided, punctual style and the blind overdependence style. The research discovered, in convenience product type, the blind overdependence style would like the illustration graph. But the shopping products, no matter all uses the photographic banner would get higher advertisement effect. By predilection and specialty product types in view of punctual style group, may attempt by the illustration technique attracts their visions, then enhances the advertisement attitude and hits.