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來源資料
頁籤選單縮合
題 名 | 廣告訊息處理及其效應之探討=A Study of the Effect and Processing of Advertising Information |
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作 者 | 江建良; | 書刊名 | 商學學報 |
卷 期 | 5 1997.06[民86.06] |
頁 次 | 頁1-21 |
分類號 | 497 |
關鍵詞 | 廣告涉入; 二徑模式; 反應層級; Advertising involvement; Two-routes; Response hierachy; |
語 文 | 中文(Chinese) |
中文摘要 | 基本上,廣告是一種溝通說服活動,當消費者受到廣告刺激後,會先在其腦海中加以處理,然後再作出反應。換言之,即事先由廣告主(或廣告公司)透過訊息的安排,在適當的時空下,暴露在消費者面前,主要目的就在於引起消費者在認知上、情感上或行為上的改變,並期盼能拉近產品與消費者之間的距離,塑造良好的產品形象,進而促使其採取購買行動。本研究主要目的,乃敘述消費者面對廣告刺激,如何對刺激訊自加以處理,其反應之歷程又如何,以作為研究者研究廣告效應之參考。 |
英文摘要 | Basically, advertising is a kind of communicative activity and persuasion. When consumers are stimulated by the advertisement, they deal with it in three brain, and then do the reaction. In other words, through the advertisers' arrangement, consumers are exposed to the advertisements at the right place and the right time. The main propose of these advertisement is to change consumers' cognition, affectiveness, and behavior. Moreover, these advertisers hope to reduce the distance be4tween products and consumers, and create a good image of a product in order to make the consumers want to buy the products right away. The prupose of this paper is to offer the reference for the researchers who wish to study the advertising effect by describing how the consumers face the stimulation form the advertisements, then how to deal with the information, and finally how to react it. |
本系統中英文摘要資訊取自各篇刊載內容。