| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 98 === TV advertising has been risen and developed for many years. Businesses all compete with using the mode for raising brand awareness. However, how to achieve better advertising effect within limited budget is the tough work for scholar and marketers.
The study is proceeded in experiment method; three factors “advertising appeals”(rational / emotional), “ads exposure”(single / multiple),“Competitors' ads”(none / single), and are used to compose a 2×2×2 factorial design experiment, furthermore, adopting memory effects like recognition and recall as the independ variables of this study, discussing the variation between different conditions. There are 397 effective questionnaires in the research, and the result showed that advertising frequence effect raised consumers' brand attitude and ads attitude; advertising competition effect lowered consumers' brand attitude and ads attitude. In addition, under high advertising involvement condition, regardless of advertising appeals, consumers induced more positive brand attitudes and ads attitude.
All in all, summary of above results, marketers should not only focus on short run advantages, but also long run advertising investment. Through day-to-day advertising exposure to change or transform consumers' brand attitude. Therefore, the business could plan a long run advertising exposure schedule to lessen the speed of consumers' advertising attenuation. Suggesting the marketers should build up their brand equity and identify the position among competitors to survive in the uncontrolled environment.
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