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The defense date of the thesis is 2015-07-30
The current date is 2019-03-22
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URN etd-0729115-125546 Statistics This thesis had been viewed 922 times. Download 0 times. Author Jong-Sheng Horng Author's Email Address No Public. Department Graduate Institute of Design Science Year 2014 Semester 2 Degree Ph.D. Type of Document Doctoral Dissertation Language zh-TW.Big5 Chinese Page Count 111 Title THE STUDY ON ADVERTISING EFFECTIVENESS OF COMPARISON PRINT AD. Keyword Involvement Advertising effectiveness Price Comparative advertising Comparative advertising Price Advertising effectiveness Involvement Abstract Advertising must accomplish two missions: attract attention and convey meaning. The purpose of vendors to conduct marketing communication is to persuade consumers that the advertising brand is superior to other brands, and comparative advertisement is able to achieve the advertising purpose effectively. Most of the print advertisements are composed of three basic elements of visual image, text title and brand name. The reason for the advertising agency creative people to add images in the advertisement design is to produce a better persuasive effect, thereby enhancing consumers’ perceived value and intention to purchase. In fact, the present or absent of advertising reference material is quite similar to the comparative intensity concept of comparative advertisement.
The aim of this study is to explore the advertising effect of comparative advertisement by investigating on the impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention through experiments. (1) The impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention. (2) Whether or not different prices of product advertisement will generate an impact towards consumers’ brand image variances, advertising attitude, brand attitude and purchase intention.
Four significant results were summarized from the experimental findings: (1) Based on advertising forms, the advertising effect of direct comparative advertisement and non-comparative advertisement is significantly greater than indirect comparative advertisement. (2) In comparative advertisement and non-comparative advertisement, the advertising effect of consumers towards high-priced commodities will not be necessarily higher than low-priced commodities. (3) In direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement, the advertising effect of high-priced commodities to adopt direct comparative advertisement is able to generate a higher advertising effectiveness. (4) The brand image attitude of high-priced products to involve adopting non-comparative advertisement is poorer that direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement.
The purpose of advertising is to convey the correct message of commodities to achieve the sales objectives. The study has proposed the intimate consumer advice and research direction to serve as an important reference for advertising design workers, advertisers and advertising researchers.
Advisor Committee Jih-Shyong Lin - advisor
Chien-Tu Lai - co-chair
Chih-Fu Wu - co-chair
Ming-Chuan Fu - co-chair
Po-Chou Chang - co-chair
Files Date of Defense 2015-07-13 Date of Submission 2015-07-30