The Research of Advertising Effectiveness – Discussion By Individual and Group Perception of Creative Advertising

• Main Authors: Ji-Ming Li, 李基銘
• Other Authors: Chi-Yun Chiang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/87757369087540388196

碩士 === 銘傳大學 === 管理研究所 === 98 === Marketers has been through a lot of advertising to stimulate consumers’ brand perception ability and deepen the impression in recent years, apart from broadcasting advertising frequently, the advertising creativity also account for an important factor. This study extended Dahlén, Rosengren and Törn’s research in 2008, has explored the creative advertising to enhance the ability of consumers to the brand perception and brand interest is perceived by consumers as an intermediary of creative research, and proposed a new research framework. This study through reference groups to explore creative perception as an intermediary for consumers’ intentions of purchase. In this study, experimental methods to carry out this study verify and select the Heineken beer ad .Subjects were students from Ming Chuan University. The finding expected the level of reference group perceived creative will significantly influence consumer purchase intention for the brand.