The Influence of the Differences between the Types of Advertisement Spokespersons and the Types of Communication Messages on the Online Advertisement Effects

• Main Authors: CHEN, YI-CHIN, 陳以芩
• Other Authors: LI, MING-WAY
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/68773427940934299730

碩士 === 中國文化大學 === 行銷碩士學位學程碩士班 === 105 === In recent years, it has been found in the study that the number of advertisements to convey the health of food has increased gradually over the past few years. According to the Digital Marketing Association (DMA) survey, Taiwan's food advertising in 2015, the growth of 3 places, Taiwan’s food digital advertising is gradually growing. Advertising in the digital food often can see the rendering is typically a combination of pictures and text. Through previous research shows that scholars a picture forms of advertising simply divided into two categories, of which voice combined with product images such as this study focused on type and part of the text, it is according to convey to consumers a message complexities of area divided into three categories; will explore what combination of presentation so that consumers have a better effect. This research hypothesis is as follows: advertising types and message types to com-municate these two factors, what kind of interaction can have better network advertising effects on consumers. And study through experiments, actual advertising on Facebook platform, results types of advertisement spokespersons network advertising effects no sig-nificant difference; types of communication messages with the interaction of Internet ad-vertising effect are significantly different.