The Effectiveness of DM Communication under Different Display Formats – An Example of Mobile Phone

• Main Author: 林靜薇
• Other Authors: Kaili Yieh
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/11452137985492780093

碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 97 === Advertisement has been the most frequent tactic of marketing promotion. Moreover it build up a bridge connect producer and consumer. Therefore, even though the cost of paper keeps on increasing, Direct Mail (DM) always keeps its superiority in marketing. DM advertisements are able to impress people with the firm effect of the products, also facilitate the desire to purchase. DM is able to communicate products information to consumers, further influence the consumer’s purchase decision making. However, consumer’s attentions of products are influenced by products’ characteristics and display format. The main purpose namely lies on the correlation between advertising communication effects and the different display formats. Meanwhile, we want to discuss once more how efficient the advertising carriers is in persuasion process, and how consumer’s focus on salient attributes difference of products’ characteristics will influence the advertisement effects. In the article, we used mobile phone as an example. In this study, we conducted general population being our sample, and used self-report questionnaire for collecting data. Total sample size was 382, and valid samples were 300. Using SPSS 15.0 as an analysis tools, we had found: (1) In DM advertisements, the effects of advertising reached significant different in different display formats; (2) In DM advertisements, the communication effects of different display formats didn’t influenced by the characteristics.