手機廣告訴求類型與訊息格式對廣告效果影響之研究

文化大學機構典藏 CCUR > 新聞暨傳播學院 > 資訊傳播學系暨資訊傳播研究所 > 博碩士論文 > Item 987654321/20222

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题名:	手機廣告訴求類型與訊息格式對廣告效果影響之研究
作者:	李宗保
贡献者:	資訊傳播學系
关键词:	行動廣告簡短訊息服務多媒體簡訊服務廣告效果
日期:	2010
上传时间:	2011-11-07 13:13:43 (UTC+8)
摘要:	隨著時代不斷的進步，廣告從原本只是傳統的廣告延伸至網路廣告，甚至近幾年來才出現的行動廣告(手機廣告)，而所產生的廣告類型、類別也越來越多元化，使得業主在運用上有很多不同選擇。由於手機普及率已經超過100%且使用3G手機上網的人口也逐年增加，可見行動上網的應用已逐漸融入民眾生活當中，人們也普遍接受具有3G功能的手機進行行動上網，況且手機具備極高的隱密性、個人化、互動性及即時性；手機廣告具有成本低和目標精確之優點，是個相當具有前瞻性的市場，未來勢必成為流行趨勢。本研究欲探討手機簡訊廣告的內容和格式對廣告效果的影響，而針對手機進行廣告的訴求類型大致上可以分為三大類，通常人們接收到的簡訊類型為業主進行企業形象、商品訊息、商品促銷所發送的廣告訊息。在訊息格式呈現方面，本研究針對多媒體簡訊(MMS)和純文字簡訊(SMS)兩大類進行探討，因為人們接收到的訊息類型大多為此兩類。由於業主所發送的手機廣告訴求類型大多為企業形象、商品訊息、商品促銷三大類，因此本研究先探討此三種類型利用純文字簡訊和多媒體簡訊所產生的廣告效果；再來探討純文字簡訊和多媒體簡訊之間所產生的廣告效果；給予想發送訊息的業主一個參考依據，使其對於行銷的運用上能更加地有效率，並豐富行動廣告的相關研究。 During changing marketing era, advertising media has extended from traditional types to versatile styles, such as website network and mobile advertising. As the penetration of mobile phone has exceeded 100% and the user of 3G mobile, internet has increased year by year, showing that mobile Internet applications are increasingly integrated into public life, mobile phones have a very high privacy, personalization, interactivity and immediacy, mobile advertising has the goal of accurate low-cost and advantages, is a very forward-looking market, the future is bound to become a popular trend. This study was to explore the influence of mobile phone advertising appeals and information formats toward advertising effectiveness, while the demand for the type of mobile phone advertising in general can be divided into three categories, people usually receive a message type for the owners to corporate image, product information, product promotional advertising messages. Presented in the message format, the study for multimedia messages (MMS) and text messages (SMS) to explore two categories, because people received most of this two types of message type. As advertisers sent by the type of mobile advertising most of the corporate image, product information, product promotion three categories, the study used the first of the three types by SMS and MMS advertising effectiveness; again of pure text and multimedia messages generated between the advertising effectiveness; to give the owners want to send a reference message, to the utilization of the marketing can be more efficient, and rich mobile advertising research.
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