The Effect of Advertising layout on Consumer''s Perception- Take Portal Sites as Example

• Main Authors: LIN-CHIEH Kao, 高琳絜
• Other Authors: Ru-Yu Wang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/3e3zc9

碩士 === 中原大學 === 企業管理研究所 === 106 === With the diversification of digital advertising and new online products are available to advertisers， the ability to continue maintaining consumer attention and ensure the effectiveness of advertising efforts is vital. Advertising layout is a valuable component in achieving this in an evolving digital environment and the universality of native ads in recent years has given companies the ability to create higher quality advertising without disrupting the user experience. The importance of advertising layout has been documented in past research，but with a heavy focus on the performance and content of a particular subject leaving a gap in research on general effectiveness of ad placement for a broad range of applications. Through observing a group of live websites，it is noted that advertisement layout is made up of a combination of different products and brands. Through adjustments in placement and product，the performance and effectiveness of a given site’s advertisement can be enhanced. This study conducts three experiments to compare effectiveness of advertising through layout. First，banner and native advertising effectiveness，second，advertised product category and site relevance comparison， and third，the comparison of high-profile products and site relevance. This study will design three different layouts and analyze their performance against a group of three live sites using web portal simulations and questionnaires. The results of this study show: 1.The memory effect of native advertising is greater than of banner ads. 2.Consistency of product advertising layout can directly increase effectiveness. 3.A layout including high-profile product advertising has greater effectiveness.