不同时间距离广告的广告效果研究

发布时间：2018-02-27 22:12

本文关键词： 时间距离广告诉求远期广告近期广告广告态度　出处：《武汉纺织大学》2017年硕士论文　论文类型：学位论文

【摘要】：现如今广告主通常将产品营销当作一场“持久战”,广告主不满足于现有的广告形式,为增加产品竞争力,企业甚至从产品上市的一年前甚至更久远的时间便投放广告。那么产品上市之前和上市之后的广告内容和广告策略对于消费者是否有不同的影响是需要进一步研究的问题。因此,分析消费者在不同时间条件下的广告心理特征及倾向是十分必须的。目前针对于消费者心理与广告发布时间及内容的关系的研究较多,但主要是从企业的视角进行研究,而从消费者心理视角的研究较少。因此,本文主要在解释水平理论的基础上对上述行为进行解析,分析消费者对于近期广告与远期广告在心理表征上的差异和对不同诉求方式的广告的喜好程度,寻求一种心理共性,并将其延伸至广告策略领域,使得广告宣传效果最大化。本文以消费者广告态度作为广告效果好坏的依据,采用2(时间距离:远期,近期)×2(解释水平:高水平,低水平)×2(广告诉求:理性诉求,感性诉求)的因子分析设计,建立消费者广告态度相关的实验模型,对不同时间距离不同诉求方式的广告效果进行实证研究。研究结果显示,消费者在远期广告条件下,更倾向于高解释水平的理性诉求广告;在近期广告条件下,更倾向于低解释水平的感性诉求广告。同时,消费者的性别、年龄、收入、受教育程度、月收入水平等描述性信息对于其在不同时间距离不同诉求方式的广告态度影响很小。研究结果进一步拓展了解释水平理论应用领域,使其更好的贯穿于未来的实体经济研究中;从新的角度对广告诉求研究进行了有益的补充,丰富了广告诉求的研究内容和理论框架,同时也可为广告营销的有效开展提供了思维指导。
[Abstract]:Nowadays advertisers usually regard product marketing as a "protracted war", and advertisers are not satisfied with the existing advertising forms, in order to increase the competitiveness of their products. Companies even put out advertisements a year or more before the product went on the market. So whether the content and strategy of advertising before and after the product go on the market has a different impact on consumers is a need to further study. The question. Therefore, It is necessary to analyze the psychological characteristics and tendency of advertising under different time conditions. At present, there are many researches on the relationship between consumer psychology and the time and content of advertising publication, but mainly from the perspective of enterprises. Therefore, based on the level of explanation theory, this paper mainly analyzes the above behavior. This paper analyzes consumers' differences in psychological representation between short-term and forward advertising and their preference for advertisements with different appeal ways, and seeks for a kind of psychological commonality, and extends it to the field of advertising strategies. This article takes consumer advertising attitude as the basis of advertising effect, adopts 2 (time distance: forward, near term) 脳 2 (explanation level: high level, low level) 脳 2 (advertising appeal: rational demand), The factor analysis design of perceptual appeal), the establishment of the experimental model of consumer advertising attitude, and the empirical research on the advertising effect of different appeal ways at different time distances. The results show that consumers are in the condition of long-term advertising. It is more inclined to the rational appeal advertisement with high interpretation level; in the recent advertising condition, it is more inclined to the perceptual appeal advertisement with low interpretation level. At the same time, the consumer's sex, age, income, education level, The descriptive information such as monthly income level has little effect on the advertising attitude of different demands in different time distance. The results further expand the application field of interpretation level theory and make it better run through the real economy research in the future; The research on advertising appeal is supplemented from a new angle, which enriches the research content and theoretical framework of advertising appeal, and also provides the thinking guidance for the effective development of advertising marketing.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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