A Study on TV Advertising with Keyword Effects

• Main Authors: Hon-gi Tu, 凃宏基
• Other Authors: Chung Yang-Liu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/jncgdc

碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 97 === In recent years, TV advertising with keyword is so popular in Taiwan. Many TV advertising had added keywords at the end of advertising and asked consumers to search these keywords. TV advertising with keyword combined traditional media with Internet cleverly and created considerable advertising market. Nowadays all kinds of enterprises use TV advertising with keyword to promote their products. The tendency meant the development of TV advertising with keyword needed to be observed. TV advertising with keyword was still a new advertising style, its effect needed to be examined. In order to understand TV advertising with keyword effects, the research used communication effect as the basic theory to measure TV advertising with keyword effects which included keyword of memory, attitude to advertising, intention to search and intention to purchase, and discussed whether advertising involvement can influence keyword of memory and attitude to advertising. Besides, the study also extended discussing whether attitude to media advertising can influence attitude to advertising, memory of keyword, whether attitude to advertising can influence intention to search and intention to purchase, and whether intention to search can influence intention to purchase. The result of study was found: Advertising involvement, attitude to TV advertising and attitude to keyword advertising all can influence attitude to advertising; Advertising involvement can influence memory of keyword; Both memory of keyword and attitude to advertising can influence intention to search and intention to purchase; Intention to search can influence intention to purchase. Keywords: advertising involvement; advertising effect; TV advertising with keyword