| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.author (Authors) | 洪茂光 | zh_TW |
| dc.creator (作者) | 洪茂光 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 9-Apr-2010 14:42:24 (UTC+8) | - |
| dc.date.available | 9-Apr-2010 14:42:24 (UTC+8) | - |
| dc.date.issued (上傳時間) | 9-Apr-2010 14:42:24 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0096941007 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/38328 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 傳播學院碩士在職專班 | zh_TW |
| dc.description (描述) | 96941007 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 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。 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。 根據實驗的結果統計歸納，摘要四點結論如下： 一、名人多品牌大量代言等於高知名度，廣告效果仍佳。 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。 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。 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。 根據廣告主及廣告公司等業者的訪談，提出八項建議如下： 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。 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。 四、創造虛擬偶像或素人明星為操作代言人的奇兵策略。 五、整合性名人代言的傳播決策路徑 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。 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。 八、理性與感性建立品牌人格化模式。 | zh_TW |
| dc.description.abstract (摘要) | 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. 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. According to the experimental results of statistical induction, four-point summary of the conclusions are as follows: 1. Celebrity endorsement for a large number of brands increases the total brand awareness which means the advertising effect is still good. 2. Lead to an excessive number of spokesmen for endorsement recommendation fatigue exist, but a limited impact on advertising effectiveness. 3. 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. 4. Choosing the advertising spokesperson should take into account gender and educational level of the Target audience as the selection criteria. According to the in-depth interview with advertisers and advertising agencies. The eight suggestions are as follows: 1. Based on the spokesperson personality and association with the brand, it is recommended that the advertising should be tailored to reduce the recommendation fatigue. 2. Through the advertising spokesperson become a "brand ambassador" role, to play the brand spirit. 3. In order to avoid impairment value of celebrity, celebrities should be carefully selected co-brand fit and brand integration. 4. The creation of a virtual idol or a prime people as the advertising spokesperson is an innovative strategy. 5. Integrated decision-making path to celebrity endorsement. 6. 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. 7. Using its own language of the celebrities to communicate with the target audience. 8. Sense and Sensibility patterns to build brand personification. | en_US |
| dc.description.tableofcontents | 第壹章 緒論----------------------------------1 第一節、研究背景與動機-----------------------1 第二節、研究目的與問題-----------------------2 第三節、研究流程----------------------------4 第貳章 文獻探討------------------------------5 第一節、代言人推薦式廣告的類型----------------5 第二節、代言人廣告的理論基礎------------------7 第三節、廣告代言人的可信度--------------------10 第四節、廣告定義-----------------------------13 第五節、廣告效果-----------------------------15 第六節、涉入程度-----------------------------17 第七節、代言人多品牌代言之相關研究-------------19 第八節、相關實證研究回顧----------------------21 第參章 研究方法-------------------------------27 第一節、研究架構------------------------------27 第二節、研究方法------------------------------28 第三節、研究變數定義與研究假設------------------30 第四節、研究設計------------------------------33 第肆章 研究分析與結果---------------------------39 第一節、受測者背景分析-------------------------39 第二節、信度分析------------------------------41 第三節、廣告態度的分析-------------------------43 第四節、品牌態度的分析-------------------------48 第五節、購買意願的分析-------------------------53 第六節、人口統計變項涉入各變數的影響-------------58 第七節、廣告態度及品牌態度對購買意願的迴歸分析----62 第八節、研究假說驗證結果-----------------------64 第九節、代言人與品牌的思維---------------------67 第伍章 結論與建議------------------------------79 第一節、研究結論------------------------------79 第二節、研究建議------------------------------81 第三節、研究貢獻------------------------------84 第四節、研究限制------------------------------86 第五節、後續研究建議---------------------------87 參考書目 中文資料-------------------------------88 參考書目 英文資料-------------------------------89 參考書目 網路資料-------------------------------91 附錄一、代言人選前測問卷-------------------------92 附錄二、正式問卷--------------------------------97 附錄三、訪談記錄--------------------------------105 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0096941007 | en_US |
| dc.subject (關鍵詞) | 名人代言 | zh_TW |
| dc.subject (關鍵詞) | 代言人 | zh_TW |
| dc.subject (關鍵詞) | 單一代言 | zh_TW |
| dc.subject (關鍵詞) | 多品牌代言 | zh_TW |
| dc.subject (關鍵詞) | 推薦疲乏 | zh_TW |
| dc.subject (關鍵詞) | 產品涉入 | zh_TW |
| dc.subject (關鍵詞) | 廣告效果 | zh_TW |
| dc.subject (關鍵詞) | Celebrity endorsement | en_US |
| dc.subject (關鍵詞) | spokesmen | en_US |
| dc.subject (關鍵詞) | a single brand endorsement | en_US |
| dc.subject (關鍵詞) | multi-brand endorsement | en_US |
| dc.subject (關鍵詞) | recommendation fatigue | en_US |
| dc.subject (關鍵詞) | product involvement | en_US |
| dc.subject (關鍵詞) | advertising effectiveness | en_US |
| dc.title (題名) | 代言人廣告中產品涉入與推荐疲乏對廣告效果的影響 | zh_TW |
| dc.title (題名) | The advertising effectiveness of product involvement and recommendation fatigue in celebrity endorsement | en_US |
| dc.type (資料類型) | thesis | en |
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