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題名 Podcast廣告之內容分析：以財經Podcast《股癌》為例
Content Analysis of Podcast Advertising: Take the Finance Podcast "Gooaye" as an Example作者 洪玉潔
Hung, Yu-Chieh貢獻者 李怡志
Li, I-Chih
洪玉潔
Hung, Yu-Chieh關鍵詞 財經Podcast
Podcast廣告
節目筆記
FCB模型
涉入度
廣告創意策略
Finance Podcast
Podcast Ads
Show Notes
FCB grid
Involvement
Advertising Creative Strategy日期 2024 上傳時間 4-Sep-2024 15:05:40 (UTC+8) 摘要 Podcast廣告是聽的廣告，而聲音類型的廣告，具有說服力，因此Podcast廣告又被稱作是「廣告商的美夢（An Advertiser’s Dream）」，且研究指出廣告若是由Podcast主持人親口說出、出現於正式節目前之效果最為理想；除了口述廣告之外，節目筆記（Show Notes）裡的「導購文字」更提升了聲音廣告的轉換率，導購文字包含廣告產品介紹、購買連結、優惠資訊等等內容，因此節目筆記被許多業者視為達成行銷目標的方法，讓聲音廣告更方便導購。 過往Podcast廣告之研究多以關心主持人與閱聽者之間的關係、亦或是聽者對於廣告的態度，缺乏Podcast口播廣告與節目筆記的討論。因此本研究著重於Podcast的廣告創意策略，並以長居Apple Podcast排行榜台灣第一名之財經Podcast《股癌》作為本研究標的，試圖解釋不同產品類型以及呈現於不同媒介類型之廣告創意策略是否存在差異。 本研究收集了363集《股癌》的口播廣告與節目筆記後，經編碼員編碼，使用集群分析法將廣告多維度分類，發現Podcast廣告企圖透過情感訴求與聽者產生共鳴，而「高涉入度/感性」此類產品是廣告最希望傳遞的產品類別，意即Podcast廣告試圖著重向聽者傳達「產品的情感價值」；且不論是便利品或是選購品，本研究進一步發現在每集口播廣告與節目筆記皆嘗試向閱聽者揭露產品的優惠價格及促銷活動，促成消費者的購買；而遊戲及金融類產品希望在口播廣告向聽者傳遞產品的品質，與肌膚保養品、防水/防撞產品及食品企圖在節目筆記描述更多品質面的論述有所不同；最後更發現在口播廣告中特別著重於傳達產品的「獨特、更新之處」，藉此與聽者的收聽動機——獲取新知互相結合。這些發現補充了Podcast廣告研究，也可為Podcast創作者和廣告主提供實務建議，藉此提升Podcast廣告效果。
Podcast advertisements are audio ads, and this type of advertisement is persuasive. Therefore, Podcast ads are also referred to as "An Advertiser’s Dream". Research indicates that ads voiced by the Podcaster and placed before the official start of the show are the most effective. Besides spoken advertisements, "guiding texts" in show notes further enhance the conversion rate of audio ads. These guiding texts include product descriptions, purchase links, discount information, and more. Thus, many businesses consider Show Notes a method to achieve marketing goals, making audio ads more convenient for driving purchases. Research on Podcasts advertisements primarily focuses on the relationship between hosts and listeners or listeners' attitudes towards ads. Hence, this study will analyze the advertising content and creative strategies of Podcasts, using the top-ranking finance Podcasts "Gooaye" as the research subject. The goal is to understand whether there are differences in creative strategies for different product types and across different media types. The study analyzed 363 episodes of "Gooaye," using coding and cluster analysis to categorize ads by multiple dimensions. It found that Podcast ads often try to use emotional appeals, particularly for "high involvement/emotional" products, highlighting the "emotional value of the product." Host-Read Ads and Show Notes consistently reveal discounts and promotions, aiming to convert listeners into consumers. Different product types, such as games and financial products, emphasize quality in Host-Read Ads, while skincare and food items are discussed in terms of quality in show notes. Host-Read Ads also focus on the product's "unique and updated features," aligning with listeners' desire for new knowledge. 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國立政治大學
傳播學院傳播碩士學位學程
111464012資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111464012 資料類型 thesis dc.contributor.advisor 李怡志 zh_TW dc.contributor.advisor Li, I-Chih en_US dc.contributor.author (Authors) 洪玉潔 zh_TW dc.contributor.author (Authors) Hung, Yu-Chieh en_US dc.creator (作者) 洪玉潔 zh_TW dc.creator (作者) Hung, Yu-Chieh en_US dc.date (日期) 2024 en_US dc.date.accessioned 4-Sep-2024 15:05:40 (UTC+8) - dc.date.available 4-Sep-2024 15:05:40 (UTC+8) - dc.date.issued (上傳時間) 4-Sep-2024 15:05:40 (UTC+8) - dc.identifier (Other Identifiers) G0111464012 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/153408 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 111464012 zh_TW dc.description.abstract (摘要) Podcast廣告是聽的廣告，而聲音類型的廣告，具有說服力，因此Podcast廣告又被稱作是「廣告商的美夢（An Advertiser’s Dream）」，且研究指出廣告若是由Podcast主持人親口說出、出現於正式節目前之效果最為理想；除了口述廣告之外，節目筆記（Show Notes）裡的「導購文字」更提升了聲音廣告的轉換率，導購文字包含廣告產品介紹、購買連結、優惠資訊等等內容，因此節目筆記被許多業者視為達成行銷目標的方法，讓聲音廣告更方便導購。 過往Podcast廣告之研究多以關心主持人與閱聽者之間的關係、亦或是聽者對於廣告的態度，缺乏Podcast口播廣告與節目筆記的討論。因此本研究著重於Podcast的廣告創意策略，並以長居Apple Podcast排行榜台灣第一名之財經Podcast《股癌》作為本研究標的，試圖解釋不同產品類型以及呈現於不同媒介類型之廣告創意策略是否存在差異。 本研究收集了363集《股癌》的口播廣告與節目筆記後，經編碼員編碼，使用集群分析法將廣告多維度分類，發現Podcast廣告企圖透過情感訴求與聽者產生共鳴，而「高涉入度/感性」此類產品是廣告最希望傳遞的產品類別，意即Podcast廣告試圖著重向聽者傳達「產品的情感價值」；且不論是便利品或是選購品，本研究進一步發現在每集口播廣告與節目筆記皆嘗試向閱聽者揭露產品的優惠價格及促銷活動，促成消費者的購買；而遊戲及金融類產品希望在口播廣告向聽者傳遞產品的品質，與肌膚保養品、防水/防撞產品及食品企圖在節目筆記描述更多品質面的論述有所不同；最後更發現在口播廣告中特別著重於傳達產品的「獨特、更新之處」，藉此與聽者的收聽動機——獲取新知互相結合。這些發現補充了Podcast廣告研究，也可為Podcast創作者和廣告主提供實務建議，藉此提升Podcast廣告效果。 zh_TW dc.description.abstract (摘要) Podcast advertisements are audio ads, and this type of advertisement is persuasive. Therefore, Podcast ads are also referred to as "An Advertiser’s Dream". Research indicates that ads voiced by the Podcaster and placed before the official start of the show are the most effective. Besides spoken advertisements, "guiding texts" in show notes further enhance the conversion rate of audio ads. These guiding texts include product descriptions, purchase links, discount information, and more. Thus, many businesses consider Show Notes a method to achieve marketing goals, making audio ads more convenient for driving purchases. Research on Podcasts advertisements primarily focuses on the relationship between hosts and listeners or listeners' attitudes towards ads. Hence, this study will analyze the advertising content and creative strategies of Podcasts, using the top-ranking finance Podcasts "Gooaye" as the research subject. The goal is to understand whether there are differences in creative strategies for different product types and across different media types. The study analyzed 363 episodes of "Gooaye," using coding and cluster analysis to categorize ads by multiple dimensions. It found that Podcast ads often try to use emotional appeals, particularly for "high involvement/emotional" products, highlighting the "emotional value of the product." Host-Read Ads and Show Notes consistently reveal discounts and promotions, aiming to convert listeners into consumers. Different product types, such as games and financial products, emphasize quality in Host-Read Ads, while skincare and food items are discussed in terms of quality in show notes. Host-Read Ads also focus on the product's "unique and updated features," aligning with listeners' desire for new knowledge. These insights offer practical advice for enhancing Podcast Ads effectiveness. en_US dc.description.tableofcontents 壹、 緒論 1 第一節、 研究背景與動機 1 第二節、 研究目的 3 貳、 文獻探討 5 第一節、 Podcast廣告特性 5 第二節、 Podcast廣告定義 6 第三節、 Podcast廣告相關研究 7 第四節、 廣告創意策略 10 （一） 功能（Function） 13 （二） 形式（Form） 17 第五節、 產品類別 21 （一） FCB模型 21 （二） 產品涉入度及品牌涉入度 26 第六節、 口播廣告（Host-Read Ads）與節目筆記（Show Notes） 30 第七節、 小結 31 參、 研究方法 32 第一節、 研究架構 35 第二節、 研究樣本 35 第三節、 類目建構 35 （一） 涉入度 35 （二） 媒介類型 36 （三） 廣告創意策略（功能面） 36 （四） 廣告創意策略（形式面） 40 第四節、 信度檢驗 41 （一） 編碼員及信度檢驗公式 41 （二） 前測信度分析 42 肆、 研究結果與討論 46 第一節、 研究結果 46 （一） 信度分析 46 （二） 廣告分群結果 48 （三） 以產品涉入度作為判別之FCB模型 55 （四） 以購買涉入度作為判別之FCB模型 56 （五） 廣告創意策略分群1 57 （六） 廣告創意策略分群2 68 （七） 廣告創意策略分群3 89 第二節、 討論 103 （一） 「高涉入度/感性」是Podcast廣告佔比最多的產品類型 103 （二） 「口播廣告」與「節目筆記」採取的廣告創意策略會有所不同 105 （三） 以廣告分群結果將廣告產品歸納至FCB模型 113 （四） 小結 114 伍、 結論與建議 121 第一節、 結論 121 （一） Podcast的廣告著重於傳達「感情價值」 121 （二） 高/低涉入度產品皆需提及價格及促銷內容 122 （三） 遊戲及金融產品著重在口播廣告描述產品品質及優勢 122 （四） 肌膚保養品、防水/防撞產品和食品著重在節目筆記描述產品的品質及優勢 122 （五） 「傳達新知」是口播廣告傳達的重點 122 第二節、 理論貢獻 123 第三節、 實務貢獻 124 第四節、 未來研究建議 125 陸、 參考文獻 126 柒、 附錄 137 zh_TW dc.format.extent 8289787 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111464012 en_US dc.subject (關鍵詞) 財經Podcast zh_TW dc.subject (關鍵詞) Podcast廣告 zh_TW dc.subject (關鍵詞) 節目筆記 zh_TW dc.subject (關鍵詞) FCB模型 zh_TW dc.subject (關鍵詞) 涉入度 zh_TW dc.subject (關鍵詞) 廣告創意策略 zh_TW dc.subject (關鍵詞) Finance Podcast en_US dc.subject (關鍵詞) Podcast Ads en_US dc.subject (關鍵詞) Show Notes en_US dc.subject (關鍵詞) FCB grid en_US dc.subject (關鍵詞) Involvement en_US dc.subject (關鍵詞) Advertising Creative Strategy en_US dc.title (題名) Podcast廣告之內容分析：以財經Podcast《股癌》為例 zh_TW dc.title (題名) Content Analysis of Podcast Advertising: Take the Finance Podcast "Gooaye" as an Example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Bakery Kung（2023）。〈通勤和閒暇時間的最佳夥伴！11個「台灣最具人氣的Podcast」節目推薦！〉，《GQ》。取自https://www.gq.com.tw/entertainment/article/podcast-%E6%8E%A8%E8%96%A6 Daisy（2020）。〈Podcast 節目說明怎麼寫？手把手教你寫 Podcast Show Notes｜Podcast 節目筆記 Show Notes 教學（附免費範例）〉，《Daisy 愛自學》。取自https://reurl.cc/y7eA6M KKBOX（2021）。〈KKBOX 搭橋音樂與 Podcast 推出「音樂嵌入」功能〉，《KKBOX》。取自https://www.kkbox.com/about/tw/zh-tw/news/detail/2988 Logan Chierotti（2018）。〈Harvard Professor Says 95% of Purchasing Decisions Are Subconscious〉，《Inc. 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