影视植入式广告对品牌态度的影响研究

发布时间：2018-02-16 08:37

本文关键词： 植入式广告影视品牌态度营销　出处：《河北大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网时代快速席卷而来,新型媒体的迅猛兴起,大数据不断的膨胀,电视媒体的主导地位的迅速弱化,这样使得传统广告受到前所未有的打击。广告的创新或者广告的新形式的出现是解决广告界尴尬地位唯一选择。植入式广告的出现改变了广告目前的所处的“瓶颈”,同时带来新的营销模式,在广告界和营销界以及影视界都带来不小的反应。植入式广告虽然起源于国外,但植入式广告在中国的发展不容小视。虽然植入式广告的发展早已从电影深入到各个电视节目,网络游戏,新兴媒介等各个载体,但影视方面的植入式广告更趋于成熟,这对于研究影视植入式广告更具有代表性。品牌态度是指消费者通过学习模式最终以欣赏不欣赏的心态对品牌发生习惯性反应的倾向。品牌态度展现了消费者对品牌的总体评价,它最终不仅影响消费者的购买意图还会影响消费者的购买行为,同时影响品牌传播的效果以及认知,由此可知使消费者形成良好的品牌态度是十分重要的。由此可以得出一个结论:本文研究植入式广告对品牌态度的影响具有一定的现实研究价值。本文通过查阅大量的文献和文献的整理,最终采取将广告植入显著度和影视作品的受众认知作为测量影视植入式广告的两个维度。态度是对认知、情感以及行为倾向的综合评价。对于评价品牌态度可以从认知因素、情感因素和行为因素三者的评价。因此,本文将品牌意识、品牌评价以及购买意愿这三个指标作为品牌态度的测量维度。通过文献整理,我们得出植入式广告的两个维度对品牌态度各维度的影响的假设,然后设计问卷,发放以及收集后对数据进行统计分析,包括知与品牌评价不显著相关,只有受众认知与购买意愿的相关性与假设一致。在验证结果下,通过两个方面阐述其对营销方面的启发,希望这些描述性统计分析、相关分析、回归分析、方差分析。最后通过统计手段研究发现,影视植入式广告对品牌态度的三个维度的假设的结果并不相同。影视植入式广告的显著度对品牌意识、品牌评价和购买意愿都成显著地正向关系,和先前的假设是一致的。在影视剧中受众认知方面的假设与检验后的结果出现一定的反差。受众认知与品牌意识的不相关性,以及受众认知与品牌评价的不显著相关,只有受众认知与购买意愿的相关性与假设一致。在这样的验证结果下通过两个方面阐述对营销方面的启发,希望这些启发能够对影视植入式广告方面具有一定的现实指导价值。同时指出本次研究的不足和缺陷,希望接下来对相关方面研究的学者在研究中更具科学性和完整性。
[Abstract]:With the rapid development of the Internet era, the rapid rise of new media, the expansion of big data and the weakening of the leading position of TV media, The innovation of advertising or the emergence of new forms of advertising is the only way to solve the embarrassing position of advertising. The emergence of implantable advertising has changed the current "bottle" of advertising. "neck," while bringing a new marketing model, In advertising, marketing and film and television, there has been a great deal of reaction. Although implantable advertising originated abroad, the development of implantable advertising in China should not be underestimated. Although the development of implantable advertising has long gone from films to various television programs, Online games, emerging media and other carriers, but the film and television implantable advertising more mature, This is more representative for the study of film and television placement advertising. Brand attitude refers to the tendency of consumers to react to the brand through learning mode with the attitude of appreciation and disappreciation. Brand attitude shows consumers' attitude towards the brand. Overall brand evaluation, It will affect not only the purchase intention of consumers, but also the purchase behavior of consumers, and the effect and cognition of brand communication. From this, we can see that it is very important to make consumers form a good brand attitude. From this, we can draw a conclusion: the study of the influence of implantable advertising on brand attitude has certain practical research value. A large number of documents and the collation of documents, Finally, the two dimensions of advertising placement significance and audience cognition are adopted. Attitude is the comprehensive evaluation of cognition, emotion and behavioral tendency. The evaluation of brand attitude can be based on cognitive factors. Therefore, this paper regards brand awareness, brand evaluation and purchase intention as the measurement dimensions of brand attitude. We draw the hypothesis that the two dimensions of implantable advertising influence each dimension of brand attitude, then design a questionnaire, distribute and collect statistical analysis of the data, including that there is no significant correlation between the two dimensions and brand evaluation. Only the relevance and hypothesis of audience cognition and purchase intention are consistent. Under the verification results, this paper expounds its inspiration to marketing from two aspects, hoping that these descriptive statistical analysis, correlation analysis, regression analysis, Analysis of variance. Finally, through statistical research, we found that the results of the three dimensions of film and television placement advertising attitude to brand are not the same, the significance of film and television placement advertising to brand awareness, Brand evaluation and purchase intention are both significantly positive, consistent with previous assumptions. There is a certain contrast between the assumptions of audience cognition and the test results in movies and TV series, and there is no correlation between audience cognition and brand awareness. And the audience cognition and brand evaluation are not significantly related, only the audience cognition and purchase intention are consistent with the hypothesis. It is hoped that these enlightenments will have certain practical guiding value in the field of film and television placement advertising. At the same time, this paper points out the deficiencies and defects of this study, and hopes that the scholars concerned will be more scientific and complete in the research.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.8

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