基于说服知识理论的传统商业广告对植入式广告效果影响研究

发布时间：2018-03-21 13:57

本文选题：植入式广告　切入点：传统商业广告　出处：《中国人民大学》2012年硕士论文　论文类型：学位论文

【摘要】：近年来，随着国内媒介环境的日趋复杂，一方面厂商在传统商业广告上的投入成本逐渐加大，但其传播效果却呈现下降趋势，而另一方面，面对日益增多的广告信息，消费者却显示出了愈加强烈的排斥及逃避心理，传统商业广告的影响力日趋衰弱。而与此同时，国家广电总局发布的“限广令”更是直接导致了其投放量的整体缩水。鉴于当前媒体大环境所提供的良好契机，以及植入式广告本身在信息露出方式上相对隐蔽的特点及其不可回避性，这种新型的软性广告形式逐渐获得了不少厂商的青睐，也日益成为许多营销学者关注的热点话题。然而，与国外相对完善的研究体系相比，国内关于植入式广告的研究还尚处于初级阶段，文献数量和研究水平都相对落后，不少文章都是以描述总结性的评论为主，较少采用定量的研究方法进行科学的论证。然而，随着植入式广告在营销活动中的日渐增温，学术界有必要加强相关理论方面的研究，以期为厂商的科学化投放提供指导意见，特别是以实验法和问卷调查法为主的定量研究。与此同时，尽管国外学术界关于植入式广告的理论研究已经相对成熟，但目前学者们的研究重点还局限于植入式广告本身的传播效果，较少有学者关注其他广告形式与植入式广告之间的作用关系。而如今，在营销实践活动中已经有许多厂商开始采用传统商业广告与植入式广告联合投放的营销策略，即在插有植入式广告的影片前或后播放该产品的商业广告，以期增加产品的曝光率和品牌知名度。因此，如何更有效地进行商业广告与植入式广告之间的配合投放是眼下许多厂商在制定广告计划时所面临的重要问题。本研究立足于国外植入式广告的研究成果，同时结合说服知识模型，深入探讨了传统商业广告对植入式广告品牌回忆及品牌态度的影响，，并在此基础上考察了品牌熟悉度对于上述影响的调节作用。具体而言，实验一采用2（传统商业广告：有/无）×2（品牌熟悉度：高/低）被试间完全随机化的实验设计，旨在验证传统商业广告在影片播放前曝光会对植入品牌的回忆效果及品牌态度的产生影响；同时，考察品牌熟悉度对于这种影响的调节作用。而实验二是在实验一的基础上，通过改变传统商业广告的曝光位置来调整受众在接收到广告信息后对植入品牌态度的影响。实验二也采用2（传统商业广告位置：前/后）×2（品牌熟悉度：高/低）被试间完全随机化的实验设计。实验首先选择了学生被试群体较为熟悉的手机类产品作为植入刺激物，并挑选了在近些年有过植入式广告投放的手机品牌，并利用问卷调研的方式选择出熟悉度较高和较低的两个品牌，再根据其所植入的影片片段进行最终的剪辑和编辑。制作完成后的影片片段会在课堂上向在校学生进行播放，以验证本研究中提出的相关假设。数据分析结果显示，（1）在影片前播放传统商业广告有利于植入品牌回忆效果的提升；（2）影片前播放传统商业广告会导致受众植入品牌态度的下降；（3）品牌熟悉度调节传统商业广告对品牌回忆的影响，具体而言，高品牌熟悉度调节传统商业广告对品牌回忆的影响，而低品牌熟悉度的调节作用并不显著；（4）品牌熟悉度在传统商业广告对品牌态度的调节作用同样显著，其调节方向仍表现为高品牌熟悉度调节传统商业广告对品牌态度的影响，而低熟悉度的品牌调节作用并不显著；（5）在影片结束后播放传统商业广告会使受众产生更积极的品牌态度；（6）品牌熟悉度在传统商业广告位置对品牌态度的调节作用同样显著，其调节方向仍表现为高品牌熟悉度调节传统商业广告位置对品牌态度的影响，而低熟悉度的品牌调节作用并不显著。结合文献综述和实验结果，本研究提出了几点针对厂商进行传统商业广告与植入式广告联合投放的营销建议。另外，针对本研究中存在的不足，学者也给予了阐释并给出了未来研究方向的建议。本研究的贡献一方面在于较为全面地回顾和评析了国内外关于植入式广告的研究成果和理论贡献，对后续学者进行相关研究提供了借鉴和参考；另一方面，本研究从传统商业广告对植入式广告投效果影响的角度出发，通过设计被试间完全随机化实验探究了传统商业广告及其不同位置对植入式广告传播效果的影响，并考察了品牌熟悉度的对于上述影响的调节作用。此研究结果具有较强的操作性，对于企业实际的营销活动具有很强的指导和借鉴意义。
[Abstract]:In recent years, with the domestic media environment is becoming increasingly complex, a firm in the traditional commercial advertising investment cost increase gradually, but its spreading effect is decreased, while on the other hand, in the face of the growing number of advertising information, consumers have shown increasingly strong rejection and avoidance psychology, traditional commercial advertising the influence of increasingly weak. At the same time, SARFT released the "TV commercials ban" is a direct result of its overall shrinking. In view of the amount of a good opportunity for the current media environment provided by the characteristics and Product placement itself in the way of information revealing relatively subtle and can't be avoided, this new form of soft advertising many manufacturers gradually gained the favor of many marketing scholars has increasingly become a hot topic of concern.
However, compared with the relatively perfect system of foreign and domestic research on the Product placement is still in its primary stage, number of literature and the research level is relatively backward, many articles are to describe the concluding remarks, less use of quantitative research methods of scientific proof. However, with the Product placement in marketing activities the increasing temperature, it is necessary to strengthen the research on the related theory of academic circles, in order to provide guidance for manufacturers of scientific delivery, especially the quantitative research on experimental method and survey method.
At the same time, although the theoretical research on the Product placement in foreign academic circles has been relatively mature, but the current research focus of scholars is confined to the Product placement itself the dissemination effect, less attention has been paid to the relationships between other forms of advertising and Product placement. And now, in the marketing practice there have been many manufacturers began to use the traditional business advertising and Product placement jointly invested marketing strategy, which is inserted with the Product placement of the film before or after the broadcast of the products of commercial advertising, in order to increase the exposure of products and brand awareness. Therefore, how to effectively coordinate between the commercial advertising and Product placement delivery is an important problem faced by many manufacturers now in the development of advertising plan.
This research is based on the foreign Product placement, combined with persuasion knowledge model, and discusses the influence of traditional commercial advertising on brand advertising and brand attitude of implantable memories, and then the effects of brand familiarity for the influence mechanism. Specifically, the first experiment used 2 (traditional commercial: / no) * 2 (brand familiarity: high / low) were completely randomized experimental design, to verify the influence of traditional commercial advertising exposure in the film before playing on implant brand recall effect and brand attitude; at the same time, effects of brand familiarity for the regulation of this effect. While in experiment two based on experiment one, by changing the exposure position of traditional commercial advertising to adjust the influence on brand attitude of the audience to implant advertising information after receiving two. The experiment also uses 2 (traditional business Advertising position: pre / post) x 2 (brand familiarity: high / low) complete randomization of experimental design.
The first choice of students subjects are more familiar with mobile phone products as implanted stimuli, and selected in recent years have been put on the Product placement of mobile phone brands, and choose familiarity with high and low two brands using questionnaires, and then editing and final according to its implantation film clips. Making the finished film clips will play to the students in the classroom, to verify the hypotheses proposed in this study.
The results show that (1) in the movie play the traditional commercial advertising is conducive to improving the effects of implant brand recall; (2) movie play the traditional commercial advertising will lead to a decline in audience implant brand attitude; (3) the moderating effect of brand familiarity, traditional commercial advertising on brand recall specifically high brand familiarity the regulation of traditional commercial ads on the impact of brand recall, brand familiarity and low degree of regulation is not significant; (4) brand familiarity in traditional commercial advertising regulation effect on brand attitude as well, and the adjustment to still showed higher brand familiarity effects of traditional commercial advertising on brand attitude, and low the familiarity of the brand effect is not significant; (5) at the end of the movie after playing the traditional commercial advertising will make the audience have more positive brand attitude; (6) brand familiarity in traditional commercial advertising The regulating effect on brand attitude is also significant, the adjusting direction still showed higher brand familiarity effects of traditional commercial advertisement position on brand attitude, brand familiarity and low regulation effect is not significant. Combined with literature review and experimental results, this study proposes several vendors for traditional commercial advertising and Product placement on the joint marketing proposals. In addition, aiming at the shortcomings of this research, scholars have explained and gives suggestions for future research.
The contribution of this study is a comprehensive review and analysis of domestic and foreign about the Product placement research results and theoretical contributions to research on the subsequent scholars and provides reference; on the other hand, this study from the influence of traditional commercial advertising on the investment effect of Product placement angle, through the design between subjects completely randomized experiment explores the traditional commercial advertising and its influence on different positions of Product placement of communication effect, and the effects of brand familiarity to adjust the effect. The results of this study have strong operability, with strong guidance and reference for the actual marketing activities.

【学位授予单位】：中国人民大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

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