频次越高效果就越好吗？—广告的简单暴露效应研究

发布时间：2018-04-04 20:51

本文选题：平面广告　切入点：音频广告　出处：《上海师范大学》2017年硕士论文

【摘要】：随着科技的进步和文化发展,广告的形式也多种多样。除了传统的电视广告,平面广告和音频广告由于投入少,投放不限场地,也越来越受到各大商家的欢迎,并且也取得理想的效果,从而促进了广告业的蓬勃发展。在此背景之下,对不同广告形式的投放效果的研究也应得到重视,本研究运用学习再认的研究范式来探讨平面广告和音频广告的简单暴露效应的效果差异;以及在视频中穿插广告图片的形式来模拟现实生活中的电视广告,用以研究电视广告的简单暴露效应。试图去揭开不同广告形式对受众的简单暴露效应的影响。实验一为平面广告和音频广告的的简单暴露效应的研究,选取180名在校大学生作为实验被试,以6种不同商品作为广告研究的实验材料,用来研究不同形式的广告材料简单暴露效应之间的差异。结果发现:无论是平面广告还是音频广告都存在着简单暴露效应,并且音频广告的简单暴露效应要比平面广告的简单暴露效应要显著。但是到了某个程度,受众对于该广告的好感度会随着该广告的暴露次数的增加而开始下降。实验二是关于电视广告的研究,利用视频穿插平面广告的方式进行实验研究,目的是用来模拟现实生活中的电视广告。该实验选取90名在校大学生,让被试对视频中穿插的平面广告的好评度进行评分。结果发现:电视广告也存在简单暴露效应,也就是说,受众在观看视频时,对于视频中出现的广告的好感度先随着广告呈现的次数先上升后下降。研究证实了不同的广告形式都存在简单暴露效应,并且发现音频广告与平面广告的简单暴露效应存在着差异。随着广告频次的增加,受众对于商品品牌的记忆效果也会随之增加,但是重复的次数到达一定限度,记忆效果不会有大幅度的提高。企业要学会利用研究得出的结论,来进行广告的传宣,同时按照实验结论控制品牌广告的呈现次数,这样一方面可以节约广告播出的成本,另一方面可以达到广告的最佳宣传效果。
[Abstract]:With the progress of science and technology and cultural development, in the form of advertising is also various. In addition to the traditional TV advertising, print ads and audio ads due to lack of investment, on the site is not limited to, more and more companies are welcome, and also achieve the desired effect, so as to promote the rapid development of the advertising industry under this background. Study on different forms of advertising, put in effect should also be paid attention to the difference of simple exposure effect on the basis of learning research paradigm to explore the recognition of plane advertisement and audio advertising effect; and the wear insert ads picture form in the video to simulate real-life TV commercials, with simple exposure effect research TV commercials. Trying to uncover the effects of mere exposure effect different forms of advertising to the audience. The experiment is a graphic and audio advertising simple exposure effect research, selection Taking 180 students as experimental subjects, with 6 different items as the experimental materials of advertising research, used to investigate differences between different forms of advertising materials exposure effect. The result shows that both the print ads or audio ads are mere exposure effect, and simple audio ads have significant effects of exposure to the effect of exposure than the simple plane advertisement. But to a certain extent, the audience for the advertising favorability will increase as the number of advertising exposure and began to decline. Experiment two is a research on television advertisements, experimental studies were carried out using video advertisement interspersed way is used for simulating the real life of the TV the experiment of advertising. A total of 90 college students, let the participants of plane advertising video interspersed with the acclaimed score. Results: TV ads are simple Effects of exposure, that is to say, the audience while watching the video, the video appears in the advertisement with the increased number of favorability first presentation of advertising decline. Research proves that different forms of advertising are mere exposure effect, and found differences in simple exposure effect advertisement audio advertising and existence. With the increase of advertising the frequency of the memory effect of the audience for the brand will also increase, but the number of repeat reaches a certain limit, the memory effect is not greatly improved. Enterprises should learn to use the research conclusion, to carry out advertising mission at the same time according to the experimental results, the control of brand advertising times, this can save the broadcast advertising costs, on the other hand can reach the best advertising publicity.

【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

【参考文献】