The Influences of Advertising Appeal and Expertise on The Advertising Communication Effects:Use Eye-tracking System

碩士 === 南台科技大學 === 行銷與流通管理系 === 98 === In order to achieve better advertising effects, a viewer needs to notice the advertisement first, then comprehend its advertising appeal, and finally make the purchase decision if he/she likes the message. This study evaluated advertising effects, taking adverti...

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Bibliographic Details
Main Authors: Yu-Chen Huang, 黃宥蓁
Other Authors: Chu-Chun Tang
Format: Others
Language:zh-TW
Published: 2010
Online Access:http://ndltd.ncl.edu.tw/handle/31757383159908102767