电视节目中植入式广告重复频率对品牌态度的影响研究

发布时间：2018-05-14 04:24

本文选题：植入式广告 + 重复频率　；参考：《中国矿业大学》2015年硕士论文

【摘要】：植入式广告自初次运用以来,经历了井喷式的发展。在中国的发展尤其迅速。随着电影、电视作品中的广泛运用,以及广电总局全新广告管理办法的出台,植入式广告成为许多品牌商家的营销新宠。然而,针对植入式广告的学术研究存在一定的局限和空白。首先,绝大多数研究都以电影作品为植入载体,范围狭窄;其次,对于植入式广告效果的研究多集中在植入品牌与植入载体如电影情节,明星代言人等的契合度上,对于植入式广告本身的研究很少,尤其是对于目前植入式广告引起消费者排斥和消极品牌态度的研究尚少。此外,目前学者研究结论与国外成功植入案例显示的事实有所差异。在此基础上,本文选取目前研究较少的电视节目作为植入载体,具体探索植入式广告重复频率与品牌态度之间的关系。并且进一步引入消费者加工流畅性作为中介变量,探索其作用机理。引入植入方式作为调节变量,探索更加优化的植入式广告操作方式,以此为基础为品牌商提供更科学的植入式广告操作理论和指导。本研究采用情景模拟实验法,进行了2次实验。实验1采用重复频率(低度重复VS中度重复VS高度重复)组间实验进行主效应检测和中介效应检测。实验2采用重复频率(低度重复VS中度重复VS高度重复)3×2(整合植入VS非整合植入)进行调节效应检测。利用SPSS18.0中文版进行数据分析。得出三点主要结论。第一:随着电视节目中植入式广告重复频率的不断提升,消费者的品牌态度呈现先上升后下降的趋势。第二:消费者的加工流畅性在电视节目中植入式广告重复频率对消费者品牌态度中具有中介效应。第三:植入方式在电视节目的植入重复频率和消费者的品牌态度中存在调节作用。与整合植入式广告相比,非整合植入式广告能够缓慢地提升消费者的加工流畅性,推迟排斥情绪的发生。并给出三点主要的建议及意见。第一:合理选择电视节目中植入式广告的重复频率。第二:注重消费者的心理机制、加工流畅性的体验。第三:重视植入方式的选择。采取多种方式结合植入,给予消费者心理缓释的空间,从而提高消费者的品牌态度。研究结论虽然基于电视节目这一载体,但对于影视作品,网络游戏载体下的植入式广告同样具有参考价值。
[Abstract]:Since the first use of implantable advertising, it has experienced the development of blowout. The growth in China has been particularly rapid. With the wide use of films and TV works, and the introduction of new advertising management methods of the State Administration of Radio, Film and Television, implantable advertising has become the new marketing favorite of many brand merchants. However, there are some limitations and gaps in the academic research on implantable advertising. First of all, most of the studies take film works as implants, and the scope is narrow. Secondly, the research on the effect of implantable advertisements focuses on the degree of compatibility between implant brands and implants such as film plot, celebrity spokesmen, etc. Little research has been done on the placement advertising itself, especially on the current research on the consumers' rejection and negative brand attitude caused by the placement advertising. In addition, the current findings of scholars and successful implantation cases abroad show that the facts are different. On this basis, this paper selects the TV programs which are less studied as the implant carrier to explore the relationship between the repetition frequency of placement advertising and brand attitude. And further introduce the consumer processing fluency as an intermediary variable to explore its mechanism. This paper introduces the implantation mode as a regulating variable, and explores a more optimized placement advertising operation mode, which provides a more scientific theory and guidance for the brand operators. In this study, two experiments were carried out by scenario simulation experiment. In experiment 1, the main effect and the mediating effect were detected by repeated frequency (low repeated vs medium repeat vs high repetition) among groups. In experiment 2, the regulative effect was detected by repetition rate (3 脳 2) of low repeated vs medium repetitive vs high repetition (integrated implantation of vs unintegrated implants). Use the Chinese version of SPSS18.0 for data analysis. Three main conclusions are drawn. First: with the increase of the repetition rate of implanted advertisements in TV programs, the brand attitude of consumers is rising first and then decreasing. Second, the processing fluency of consumers has intermediary effect on consumer brand attitude in TV programs. Third, the implantation mode has the adjustment function in the TV program's implantation repetition frequency and the consumer's brand attitude. Compared with integrated placement advertising, unintegrated placement advertising can slowly improve the processing fluency of consumers and delay the occurrence of rejection. Three main suggestions and suggestions are given. The first: reasonable choice in the television program placement type advertisement repetition frequency. Second: pay attention to the psychological mechanism of consumers, processing fluid experience. Third: attach importance to the choice of implantation methods. Take a variety of ways to combine implantation, to give consumers psychological release space, so as to improve the brand attitude of consumers. The conclusion is based on TV program, but it has reference value for film and TV works, placement advertisement under online game carrier.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8;F273.2

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