| Summary: | 碩士 === 中國文化大學 === 數位內容管理產業碩士專班 === 101 === Rapid development of information and communication technology makes smartphones and other mobile tools become the new mainstream of communication equipment. The interface, applications and features of smartphones result in various presentation types and advertising appeal of the advertisements receiving and broadcasting on screens, also whether there is location based service or not. The advertisement efficiency may cause structural changes on user awareness, attitudes and intentions.
Therefore, this research aims to study the impact how the presentation methods of mobile advertisement effect the efficiency of smartphone advertisement from users’ point of view via three-factor experimental design to look into the mobile advertisement efficiency under the interaction of advertisement type, advertising appeal and location-based service. The research outcomes are expected to be attained via the combination of the above theory and practical experiments in order to concretely illustrate the relation between the presentation method of mobile advertisement and the efficiency of smartphones advertisement. Also, some suggestions will be proposed based on the attained results as the references for future production and development of mobile advertisement.
The results are: I- Type of advertisement has significant impact on the efficiency of mobile advertisement. II- Advertising appeal does not have remarkable impact on the efficiency of mobile advertisement. III- Location based service does not have remarkable impact on the efficiency of mobile advertisement. IV- There is not remarkable impacts between advertisement type, advertising appeal and location based service.
|
|---|
