How to use celebrities in creative approach which can be more persuasive in Print Advertising
Date Issued
2006
Date
2006
Author(s)
Tien, Han-Kuang
DOI
zh-TW
Abstract
As being an advertising participant, what I’m interested in are not only how to choose a perfect endorser but also what is the best performance for the endorser to increase the advertising effect.
The past researches were almost focus on the types of the endorsers — eg. expert, celebrity, or CEO etc. Furthermore, they have also discussed about what kind of the endorsers would get better ad effect when encountering different product categories. However, fewer scholars probed into the relationship between ad effect and endorsers or creative approaches. Therefore, the thesis is about to discuss how does it influent consumers’ preferences by different kinds of endorsers with different creative approaches. The research is based on Conjoint analysis. And there is one basic hypothesis of Conjoint analysis that respondents will make their preferences by the attributes of the subjects. Through this analysis, we can find out how much ad effect is influenced by endorsers and creative approaches. 1. How is the ad effect influenced diversely by different endorsers? 2. How is the ad effect influenced diversely by different creative approaches? 3. What are the preferences between different target groups for different creative approaches?
The past researches were almost focus on the types of the endorsers — eg. expert, celebrity, or CEO etc. Furthermore, they have also discussed about what kind of the endorsers would get better ad effect when encountering different product categories. However, fewer scholars probed into the relationship between ad effect and endorsers or creative approaches. Therefore, the thesis is about to discuss how does it influent consumers’ preferences by different kinds of endorsers with different creative approaches. The research is based on Conjoint analysis. And there is one basic hypothesis of Conjoint analysis that respondents will make their preferences by the attributes of the subjects. Through this analysis, we can find out how much ad effect is influenced by endorsers and creative approaches. 1. How is the ad effect influenced diversely by different endorsers? 2. How is the ad effect influenced diversely by different creative approaches? 3. What are the preferences between different target groups for different creative approaches?
Subjects
代言人
廣告表現手法
廣告效果
celebrities
creative approach
advertising effectiveness
Type
other
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