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題 名 | A Study of Factors Affecting Consumer Memory and Evaluation of Brand Placement in Movies=影響消費者對植入廣告的記憶與評價因素的研究 |
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作 者 | 王迪; | 書刊名 | 澳門科技大學學報 |
卷 期 | 9:1 2015.06[民104.06] |
頁 次 | 頁21-29 |
分類號 | 497.01317 |
關鍵詞 | 植入廣告; 電影類型; 形式; Brand placement; Movie genre; Modality; |
語 文 | 英文(English) |
中文摘要 | 本研究採用實驗的方法檢驗哪些因素可以影響消費者對電影中植入廣告的記憶比率以及哪些因素可以影響消費者對電影中植入廣告的態度。本研究檢測了植入廣告對品牌記憶的影響的兩個調節變數,電影類型和植入廣告的形式。 結果顯示科幻片中的植入廣告比現實主義電影中的植入廣告更容易被人記住,但這個結論僅限於特定形式的植入廣告。雙重形式(既有視頻又有音訊)的植入廣告比單一形式的植入廣告更容易被記住,而人們對只有視頻和只有音訊的植入廣告的記憶並沒有區別。與我們的預測相反,經常看電影的人沒有比不經常看電影的人更接受植入廣告。 |
英文摘要 | This study examined the factors affecting the recall rate of brand placements and the evaluation of brand placements in movies using an experiment. Two moderators of the effect of brand placement on brand recall were examined in this study, movie genre and the modality of brand placement. Findings showed that science fiction movies were superior than real life movies on the recall of placements for only some modes of brand placements. Dual modes (both visual and audio) of brand placements produced better recall rate with aid than single mode brand placements, though no substantial recall differences were found between visual only and audio only placements. Contrary to our prediction, people who watched movies more frequently did not find brand placements more acceptable than those who watched movies less frequently. |
本系統中英文摘要資訊取自各篇刊載內容。