The Influences of Endorsement Advertising’s Message Strategy on Communication Effects of Advertising ─ An Example of Foreign Language’ Film Trailer

• Main Authors: Pei-Chen Liu, 劉姵岑
• Other Authors: Pei-Fen Li
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/21385718417367647950

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 99 === This study is a case analysis of the communication effect of advertising messages on foreign language film trailers. It measured by the consumer through advertising effectiveness. That can understand the impact of the movie trailers. Endorsement Advertising’s presentation is an advertising message strategy. Setting a successful strategy can bring more bonus effects for the products. Accordingly, this thesis aims at the strategic advertising message setting. The thesis was based on advertising attitude, advertising involvement, and consumption intention as variables to measure advertising effectiveness. Film trailers designate an advertising message transmission. So film trailers constitute the major subject of this study. To explore the different recommended advertising message differ with advertising attitude, this thesis aims at providing an insightful analysis of advertising involvement and consumption intention. Different advertising target group (high or low involvement) will affect consumer information search behavior and consumer behavior. Therefore, the involvement serves as a moderator variable in order to view the effectiveness of its advertising effectiveness. In this study, online questionnaires function as a research method. With practical research methods of statistical analysis, the thesis will provide the recommendation from a different type of Endorsement Advertising’s messages, and provide practical reference and recommendations to achieve Maximum benefits.