代言人廣告中產品涉入與推荐疲乏對廣告效果的影響

Abstract

本研究目的在探討代言人的選用策略、代言人代言數量、產品涉入程度與廣告效果之間的意涵；分析人口統計變數對廣告效果的差異性；檢定產品涉入程度、代言人代言數量多寡之間對廣告效果的關係。根據量化分析及質化訪談的研究分析，對代言人的選用策略提出整合研究建議。\r\n\r\n 研究方法採取量化的實驗法及質化的深度訪談進行，以實驗法進行的過程，先針對代言人代言數量多寡進行人選的前測，再與涉入程度高低不同程度的商品搭配，設計出一組3*2的實驗組合。透過統計檢定導出結論，再輔以實際廣告業界當中，從廣告主及廣告代理商的深度訪談佐證，最終再提出名人代言的選用策略建議。\r\n\r\n 根據實驗的結果統計歸納，摘要四點結論如下：\r\n一、名人多品牌大量代言等於高知名度，廣告效果仍佳。\r\n二、代言人代言數量過多導致推荐疲乏雖然存在，但對廣告效果影響有限。\r\n三、在商品涉入程度的關係中，名人代言策略建議用在低涉入產品中，高涉入產品效果較差。\r\n四、代言人的選擇應考慮目標對象的性別及教育程度進行遴選標準。\r\n\r\n 根據廣告主及廣告公司等業者的訪談，提出八項建議如下：\r\n一、依據代言人性格及品牌關聯，為名人量身打造廣告，破解可能的推薦疲乏。二、經由代言人成為「品牌大使」的角色，發揮品牌精神。\r\n三、為避免折損名人價值，名人應嚴選合作品牌，與品牌適配結合。\r\n四、創造虛擬偶像或素人明星為操作代言人的奇兵策略。\r\n五、整合性名人代言的傳播決策路徑\r\n六、避免喧賓奪主效應，發展名人與品牌之間的雙贏及共生關係。\r\n七、用名人自己平常慣用的語言及消費者認同的語言來溝通。\r\n八、理性與感性建立品牌人格化模式。

The purpose of this study is to explore the strategy of choosing advertising spokesperson, the number of endorsements, the meaning between product involvement and advertising effectiveness. Analyze the demographic variables toward advertising effectiveness. Test product involvement level and relationship between the number of endorsements of advertising spokesperson and the advertising effectiveness. The conclusion is based on the analysis of the quantitative and qualitative research to provide the integrated suggestion for choosing advertising spokesperson.\r\n\r\n Methodology is based on the quantitative and qualitative (in-depth interview) research. In the course of an experimental method, conduct the pre-test of the candidates for the number of endorsements by advertising spokesperson, the next step is to design a set of 3 * 2 experimental combinations with varying degrees of product involvement. The conclusions derived through a statistical test, and then supplemented with the actual advertising industry which, from the advertisers and advertising agencies in support of in-depth interviews and eventually made the choice of celebrity endorsement strategy proposals.\r\n\r\n According to the experimental results of statistical induction, four-point summary of the conclusions are as follows:\r\n1. Celebrity endorsement for a large number of brands increases the total brand awareness which means the advertising effect is still good. \r\n2. Lead to an excessive number of spokesmen for endorsement recommendation fatigue exist, but a limited impact on advertising effectiveness. \r\n3. The relationship between the degree of product involvement, the celebrity endorsement strategy proposes to use in low-involvement products, high-involvement products seems less effective. \r\n4. Choosing the advertising spokesperson should take into account gender and educational level of the Target audience as the selection criteria. \r\n \r\n According to the in-depth interview with advertisers and advertising agencies. The eight suggestions are as follows:\r\n1. Based on the spokesperson personality and association with the brand, it is recommended that the advertising should be tailored to reduce the recommendation fatigue. \r\n2. Through the advertising spokesperson become a \"brand ambassador\" role, to play the brand spirit. \r\n3. In order to avoid impairment value of celebrity, celebrities should be carefully selected co-brand fit and brand integration. \r\n4. The creation of a virtual idol or a prime people as the advertising spokesperson is an innovative strategy. \r\n5. Integrated decision-making path to celebrity endorsement. \r\n6. To avoid overwhelming and reduce the advertising effect, it is necessary to build the symbiotic relationship between celebrities and the brand to create the win-win situation. \r\n7. Using its own language of the celebrities to communicate with the target audience. \r\n8. Sense and Sensibility patterns to build brand personification.