范文一:了解消费者对广告的态度
了解消费者对广告的态度/房地产广告/报纸版面/广告学外文翻译
UNDERSTANDING CONSUMERS ATTITUDE
TOWARD ADVERTISING1
Abstract
Literature in advertising and information systems suggests that advertising in both traditional media and the Internet is either easily ignored by the audience or is perceived with little value. However, these studies assumed that the audience was passive and failed to consider the motives of the users. In light of this, the present study measures consumers’attitudes toward advertisements for different purposes/functions (brand building and directional) and different media (traditional and Internet-based). Literature suggests the following factors that contribute to consumers’ perceptions of ads: entertainment, irritation, informativeness, credibility, and demographic.We believe that interactivity is also a factor that contributes to consumers’ perceptions. By understandi ng consumers’ attitude towards advertising, designers and marketers can better strategize their advertising designs. A better understanding of interactivity can also help to improve the effectiveness of interactive media such as the Internet. A methodology for studying the factors that contribute to consumers perceptions of ads is proposed and implications for Internet-based advertising and e-commerce’s discussed.
Keywords: Online advertising, Internet-based advertising, consumer perception, attitude towards advertising,directional advertising, interactivity
Introduction
Literature in advertising and Information Systems suggests that advertising in both traditional media and the Internet is either easily ignored by the audience or is perceived to have little value. Bogart (1985) argued that chances of careful processing of advertisements are lowered by the high number of advertisements competing for individuals’ attention on a daily basis. Limited time and mental resources make it difficult for the audience to dedicate sufficient attention to most advertisements. The development of the Internet is resulting in great growth of online advertising. This is making the competition for attention more intensive.
The intrusive tactics advertisers employ when competing for consumers’ attention can be “annoying” to the audiences (Sandage& Leckenby, 1980; Rettie, Robinson & Jenner, 2001; Zhang 2000). Consequently, studies tend to show a generally negative public attitude towards advertising. (Alwitt and Prabhaker, 1994; Zanot, 1981). However, the above findings are not sufficient to 1 Risook Choi, Michael D’Eredita,2002-English American Conference on information systerms
deny the value of advertising as a vehicle of conveying information to the intended audiences. Ducoffe (1996) argues, “The vast majority of advertising exposures reach individuals when they are not shopping for the product or service being advertised, so most messages are simply not relevant to consumer concerns at the time of exposure”(p.22). Therefore, the importance of an advertising strategy that caters to consumers’ needs has emerged.
How the Internet should be differentiated from more traditional means of advertising is currently under study (Eighmey, 1997; Bezjian, 1998; Chen & Wells, 2000). The Internet has become a proven medium for advertising and has become a viable alternative to traditional media such as television and billboards. Of interest is the continuing and steady rise of online traffic well after the subsiding of enthusiasm associated with the dot-com craze. Although current figures fail to meet previous expectations, the online environment has established itself as a unique venue for commerce that has high growth potential. This places researchers and practitioners in the position of refining their understanding of online advertising in order to better utilize the strengths of the Internet environment. researchers and practitioners in the position of refining their understanding of online advertising in order to better utilize the strengths of the Internet environment.
In this study, we take a consumers perspective and examine consumers’ perceptions on the values of different types of ads. Our aim is to understand the perceived differences between the Internet-based advertising and traditional advertising for both brand building and directional purposes. We believe that the Internet and Web have the potential to support goal-oriented consumers. This can be utilized by well-designed directional online ads through data based marketing. Although online ads can function as a gateway to the next stage of transactions of purchase, our focus is on the informing stage of advertising. We hope that this research will provide practical suggestions on how to design effective online ads to fully utilize the advantages of the online medium.
Advertising Literature
Advertising can be classified into two categories: brand building and directional (Fernandez and Rosen, 2000; Lohse and Rosen, 2001). Brand building advertising is synonymous with product advertising and is commonly seen in traditional mass media, including TV, radio, magazine, and newspaper. Brand building advertisements tend to be product/service- (or retailer-) oriented with the purpose to establish a positive image and creating demand for a product or service that leads to eventual purchase (Barrow, 1990; Rosenberg, 1995). The communication route is typically one-to-many and is designed to reach a mass audience by using a tactic of ìintrusion? aimed at capturing the attention of users. Directional advertising is designed to help potential buyers locate interesting information (Fernandez, 1995). The communication route is typically one-to-one and it is assumed that a potential buyer brings him or herself to ads.
Advertising in this case is catering to customers’ needs.
There is modest research on “directional media” such as Yellow Pages, catalogs, newspaper classifieds, movie listings, directories and industrial guides while there is considerable research on advertising placed in traditional mass media. Advertisements in directional media differ from those in traditional mass media. For example, ads in directional media are placed in goal-oriented and highly organized settings (Fernandez, 2000) that allow consumers to collect and process information at a desired pace. Conversely, advertisements in traditional mass media can be within a distracting and unorganized environment where little room is spared to the audience to critically evaluate the quality of the product and services. These two fundamentally different types of advertising are sometimes undistinguishable in several research studies, making their findings difficult to apply.
The literature also shows a less clear distinction between advertising/advertisement and media. Some studies use the two terms interchangeably, while others draw a distinction. For example, Fernandes and Rosen (2000), and Lohse and Rosen (2001) use the terms “directional media” and “directional advertising” to refer to yellow pages advertising. Brackett and Carr (2001), however, distinguish advertising from the media that carry them. Ducoffe (1996) argues that media context is thought to have an important influence on the value of advertising (p.24). Previous studies also confirmed that advertising placed in a more credible medium such as a newspaper are perceived as more informative, reliable, and believable while advertising placed in a less credible medium like TV is considered to be less informative (Bauer and Greyser, 1968; Becker, Martino, and Towners, 1976; Larkin, 1979). Directional medium is primarily designed for carrying advertisements. For example, users of Yellow pages are searching for information. Therefore, their attitudes toward the medium (i.e. the Yellow Pages) are essentially based on their attitudes toward a specific advertisement. However, a mass medium such as the Web is multi-functional and consists not only of banners or pop-up window based online ads but other information or functions. Respondents may have a positive attitude toward the Web as a tool or medium, but a negative attitude toward advertising on the Web. That is, a consumer’s attitude toward Web advertising may not be the same as his or her attitude toward the Web as a medium itself.
In this paper, we focus on consumers’ perceptions of different types of advertisements, not their perceptions on media. However, an advertisement has to be implemented in or carried by a particular medium. To eliminate any confusion, we consider an advertisement as a combination of the ad’s content or message and the medium or channel within which the ad is carried. Thus, medium functions as a container for presenting the content of an ad. Furthermore, we use directional media to mean those media whose primary goal is for directional advertising. Thus,
Yellow pages and catalogs are directional media. On the other hand, certain media can be utilized for both directional advertising and brand building advertising. To this extent, we would focus less on the use of a medium but more on the characteristics of the medium itself.
The understanding of directional advertisings, given that they are used by actively engaged users (Briggs and Hollis, 1997) rather than passively received audiences (Stewart 1992), could improve the effectiveness of Internet-based advertising strategies and streamline the interaction between users and interactive media. A characteristic of online advertising is that it can combine the functions of communicating with the audience and provides a channel for commercial transaction by implementing a hyperlink between the two. With a few clicks, a piece of online ads transforms into the market place of online business transactions. This characteristic provides value to the users who would otherwise place an order by phone or by a visit to the store (Stone, 1999). It also signals a trend of convergence between online advertising and online commerce, thus suggesting that the designs of online advertising and online business may need to be considered collectively.
The literature of advertising has covered studies from both advertisers and consumers’ perspectives. For example, from an advertiserís perspective, each directional ad also has a brand building function since it has certain qualities (e.g., a symbol/icon or brand name) that add to brand recognition. From a consumerís perspective, an ad may not motivate further action if it is not perceived to be relevant to his or her current needs, but unique qualities of the ad might result in brand building. In the latter case, the consumers’brand awareness might increase without necessarily being associated with a positive brand attitude. On the other hand, a consumer may need to find certain merchants for his or her needs and he or she can either go to the yellow pages or happen to see an ad on TV. In this case the ad serves a directional function for this consumer. That is, the ad directs the consumer to do something leading to the next stage of either information seeking or transaction of a purchase.
Ducoffe (1996) applied his original framework (1995) to the web environment. Ducoffe (1996) confirmed previous results and found that attitudes towards Web advertising were directly dependent on advertising value and perceived levels of entertainment. Furthermore, advertising value was dependent on perceived levels of entertainment, informativeness, and irritation. Ducoffe (1995, 1996) identifies entertainment, informativeness, and irritation as factors contributing to consumers’evaluations of ad values and thus attitudes toward ads.
Brackett and Carr (2001) further validate Ducoffeís model and extend the model to include credibility and consumer demographics. Credibility is shown to be directly related to both advertising value and attitude towards advertising. Demographic variables such as college major, age, and gender are shown to effect only attitudes towards advertising.
Fernandezís (2000) intended to understand goal-oriented consumers’responses toward directional advertising within the context of Yellow Pages. Informativeness is defined as relevant to a purchase situation. Findings suggest that advertising with more specific information that matches consumers’ purchase situations is more likely to be processed and will result in a proactive response (e.g. consumers calling the advertisers or marketers).
A Proposed Framework
An approach to understanding the relationship between consumers’needs and advertising value is to take the use and gratification perspective. This approach assumes audience members to be active gratification seekers who interact with the media rather than become passive recipients of media content (Williams, Phillips, and Lum, 1997). Their media use is considered a conscious effort to fulfill either cognitive or affective needs, or psychological motives, such as information learning, entertainment, personal identity, parasocial interaction, companionship and escape (Blumler, 1979; Katz et al, 1974; Rubin, 1981, 1983). The merit of this approach is in explaining usersí continuing media exposure by answering the questions of why people choose to attend to particular media or types of content/messages, what satisfaction they expect and get, and to what uses they put the results of their attention to media (McGuire, 1974). It also helps explain varying viewing levels and viewing gratifications (Levy and Windahl, 1984). Palmgreen and Rayburn (1985) has related it to the ?expectancy-valueí approach which proposes that a particular kind of media content will have attributes which derives a negative or positive valuation for the audience. After the relevant attributes are identified, respondents can be asked how they value each attribute. Two Dimensions and Four Situations
We consider two dimensions that determine a particular advertisement appearance: the intended ad purpose/function (brand building and directional) and media (traditional and Internet-based). Table 1 shows the four types towards whom a consumer may exhibit different attitude.
Internet-based Directional Advertising (IDA) is designed to accommodate audiencesí information-seeking needs in an Internet environment. In this case, customers know what they would like to find to some extent. Some examples of IDA are online yellow pages for car insurances or a particular product, search engine results, and online consumer reports. Internet-based Brand Building (IBB) is defined here as advertising competing for the attention of the audience without addressing usersí particular information needs. Customers occasionally encounter advertisements that do not cater to their needs. Some examples of IBB include product or company banners appearing on web pages. Examples of Traditional Directional Advertising (TDA) can be car insurance ads in the yellow pages of a phone book, real estate guidebooks, and newspapers classifieds. Traditional Brand Building (TBB) can be ads on billboards, or ads in
Fernandezís (2000) intended to understand goal-oriented consumers’responses toward directional advertising within the context of Yellow Pages. Informativeness is defined as relevant to a purchase situation. Findings suggest that advertising with more specific information that matches consumers’ purchase situations is more likely to be processed and will result in a proactive response (e.g. consumers calling the advertisers or marketers).
A Proposed Framework
An approach to understanding the relationship between consumers’needs and advertising value is to take the use and gratification perspective. This approach assumes audience members to be active gratification seekers who interact with the media rather than become passive recipients of media content (Williams, Phillips, and Lum, 1997). Their media use is considered a conscious effort to fulfill either cognitive or affective needs, or psychological motives, such as information learning, entertainment, personal identity, parasocial interaction, companionship and escape (Blumler, 1979; Katz et al, 1974; Rubin, 1981, 1983). The merit of this approach is in explaining usersí continuing media exposure by answering the questions of why people choose to attend to particular media or types of content/messages, what satisfaction they expect and get, and to what uses they put the results of their attention to media (McGuire, 1974). It also helps explain varying viewing levels and viewing gratifications (Levy and Windahl, 1984). Palmgreen and Rayburn (1985) has related it to the ?expectancy-valueí approach which proposes that a particular kind of media content will have attributes which derives a negative or positive valuation for the audience. After the relevant attributes are identified, respondents can be asked how they value each attribute. Two Dimensions and Four Situations
We consider two dimensions that determine a particular advertisement appearance: the intended ad purpose/function (brand building and directional) and media (traditional and Internet-based). Table 1 shows the four types towards whom a consumer may exhibit different attitude.
Internet-based Directional Advertising (IDA) is designed to accommodate audiencesí information-seeking needs in an Internet environment. In this case, customers know what they would like to find to some extent. Some examples of IDA are online yellow pages for car insurances or a particular product, search engine results, and online consumer reports. Internet-based Brand Building (IBB) is defined here as advertising competing for the attention of the audience without addressing usersí particular information needs. Customers occasionally encounter advertisements that do not cater to their needs. Some examples of IBB include product or company banners appearing on web pages. Examples of Traditional Directional Advertising (TDA) can be car insurance ads in the yellow pages of a phone book, real estate guidebooks, and newspapers classifieds. Traditional Brand Building (TBB) can be ads on billboards, or ads in
television commercials.
Table 1. Four Situations of Advertising
Extension of Constructs
While the constructs identified by Ducoffe (1996) and Brackett and Carr (2001) have proven to be relevant, the distinction between advertising value and advertising attitude is not clear. In fact, other studies in this area do not make a distinction. We use attitude as a dependent variable and consider the antecedents of advertising value as factors of attitude in our framework. We also believe that there are more factors that come into play, especially in the Internet environment. These factors may help further distinguish the Internet environment from traditional media. Specifically, this paper examines the following two factors in addition to those proposed by Ducoffe (1996) and further validated by Brackett and Carr (2001): Interactivity and motive.
Compared to traditional media, the Internet provides more capabilities and thus more opportunities for consumers. For example, the Internet based ads can provide higher interactivity than many of the ads carried in traditional media. Also an online ad can be customized easily to better suit a consumerís needs.
In studying interactive media, Liu (2001) identifies a four-dimensional structure of the interactivity: active control, two-way communication, freedom of choice, and felt synchronicity. Unlike most traditional media where consumers rely on what sources say with minimal control, users may constantly and voluntarily take action, for example, by clicking hyperlinks in a Web ad due to its nonlinear structure, which directly influences their experience. The Internet can also facilitate consumers to communicate by providing two-way communication between sources and consumers while most traditional media provide only one-way communication from a source to consumers. Users can enjoy better interactive experience by having freedom in choosing what they want and when they need it on the Internet. Finally, the Internet makes it possible for users to feel synchronicity in communicating with sources by eliminating barriers of physical, spatial, and temporal distance as in the traditional interpersonal communication.
In the field of Interactive Marketing, interactivity is the immediate iterative process by which customer needs and desires are uncovered, met, modified, and satisfied by the providing firm (Bezjian, 1998, p.22). According to Haeckel (1998), Interactive marketing, in some sense, is marketing ”interactivity” who seess ence is “exchange”. A person-to-person or person-to-technology exchange is designed to effect a change in the knowledge or behavior of at least one person. Haeckel (1998) identifies several dimensions of interactivity: number of entities
involved, degree of contingency, frequency of exchange, degree of sensory involvement, degree of cognitive involvement, types of entities involved, content being exchanged, degree of synchronicity, and types of media involved.
In the context of consumers interacting with an ad, the importance or relevance of the ad to consumers’current information needs would determine how involved a consumer is, which in turn would affect his or her perception of the adís value.
This is in line with the discussion of a consumerís cognitive or affective needs (also called psychological motives) such as information learning, entertainment, personal identity, parasocial interaction, companionship and escape (Blumler, 1979; Katz et al, 1974; Rubin, 1981; 1983).
Figure 1 depicts our framework of consumerís perception on ad. Motive affects the perceived values on the six factors. These six factors are expected to affect ad attitude within both the traditional and the Internet environment but with different degrees.
Research Methods
Three examples are used to represent each of the four situations in Table 1, yielding a total of 12 cases. The purpose of using examples is to put the participantís mind into a specific situation with a specific advertising medium when responding to the questions in a questionnaire. For instance, for the Traditional Brand Building (TBB) situation, TV commercial, Billboards, and Newspaper Non-Classified Sections are used as advertising examples. A survey is being conducted at a major northeastern university in US. Participants are college students and staff members. Each participant is given one of the 12 cases. Participants are asked to answer the attitude related questions based on their overall experience with the example advertisement. Conclusion and Implications
In this research, we take a consumerís perspective and examine consumers’ perceptions of different types of ads. Our aim is to understand the perceived differences between the Internet-based advertising and traditional advertising for both brand building and directional purposes. We believe that the Internet and Web have the potential to better support goal-oriented consumers, thus providing a great potential for Internet-based directional advertising. We hope that this research will contribute to a better conceptual understanding of consumers’perceptions by extending the existing frameworks. Meanwhile, the study can provide practical suggestions on how to design effective online ads to fully utilize the advantages of the Internet-based media. References
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<文献翻译二:译文>
了解消费者对广告的态度2
摘要
在广告和信息系统的文献表明,广告在传统媒体和网络媒体都容易被消费者忽视或者被认为是没有多大价值的。但是,在这些研究都是假设消费者是被动的,没有考虑到消费者的动机。因此,本文着重研究消费者对于不同目的/功能(品牌建设和定向)和不同媒体(传统和网络)广告的态度。研究显示下列因素有助于消费者解读广告:娱乐性、刺激性、忠诚度、公信力和人数统计。我们相信互动性也是一个促进消费者知觉的重要因素。通过了解消费者对于广告的态度,设计师和行销可以更好地制定广告设计。更好的对与互动的理解也可以帮助提高诸如互联网的互动媒体的有效性。本文通过对电子商务和互联网为基础的讨论,研究促进受众对广告的感知的因素。
【关键词】 在线广告 网络广告 消费者感知态度 广告 定向广告 互动性
导言
在广告和信息系统的文献表明,广告在传统媒体和互联网很容易被观众忽略或者被认为没什么价值。博加特(1985)认为,仔细的处理广告的机会降低了个人对每天高数量广告注意力的竞争。有限的时间和精神资源,使受众难以对大多数的广告提供足够的注意力。互联网的发展是导致在线广告的巨大增长的原因。这使注意力竞争更为激烈。
广告厂商运用侵入战术时,消费者注意力的竞争会让受众觉得“恼人”(Sandage& Leckenby, 1980; Rettie, Robinson & Jenner, 2001; Zhang 2000)。因此,研究显示公众对广告的消极态度而言大致消极的公众态度。然而,上述调查结果不足以否认广告作为信息传递达的载体到达了预期的受众的价值。多卡夫(1996)认为:“绝大多数的广告达到个人风险时,不是为产品或服务购物的广告,所以大多数消息只是在不相关的曝光时间被消费者关注。”因此,一个满足消费者需求的重要广告策略已经出现。
互联网中的广告是如何区别传统广告的,目前正在研究中(Eighmey, 1997; Bezjian, 1998; Chen & Wells, 2000)。互联网已经成为一个成熟的广告媒体,并已成为一个可以和传统媒体,比如电视和广告牌比较的可行的选择。令人感兴趣的是网络热潮消退后,网络流量的持续和稳定上升。尽管目前数字未达预期,网络环境已成为一个具有独特高增长潜力的安全的贸易场地。这是研究人员及他们的在线广告从业人员的理解立场,以便更好地利用网络环境的优势。
在这项研究中,我们从一个消费者的角度审查消费者对不同类型广告价值的看法。我们2. 瑞斯可·陈,迈克尔·德·爱得特.2002第八届美洲信息系统会议
的目标是要理解为品牌建设和定向的互联网为基础的广告和传统广告的感知差异。我们认为,互联网和网络有潜力支持面向目标消费者。这可以通过网络广告的营销数据来精心设计广告定向。尽管在线广告可以作为购买交易下一阶段的大门,我们的重点是广告的通知阶段。我们希望,这项研究将提供关于如何设计有效的在线广告,充分利用网络媒介优势的切实可行的建议。
广告文献
广告可以分为两类:品牌建设和方向(Fernandez and Rosen, 2000; Lohse and Rosen, 2001)。品牌建设的广告,就是产品的广告,通常是在传统的大众媒体看到的,包括电视,电台,杂志和报纸。品牌建设的广告往往是以产品或服务(或零售商)其目的为导向,以建立一个正面形象,创造一种产品或服务的需求,为最终购买提供线索(Barrow, 1990; Rosenberg, 1995)。沟通的途径通常是一对多的,旨在达到大量的受众,以善于捕捉用户的关注为目的。定向广告的目的是帮助潜在的购买者找到有趣的信息。沟通的途径通常是一对一,典型的是假设一个潜在的买家带来了他或她自己的广告。在这种情况下,广告是为了迎合客户的需要。
有对定向媒体适度的研究,如黄页,目录,报纸分类广告,电影目录,目录和产业引导,同时也对传统的大众媒体上的广告有相当的研究。定向媒体广告不同于传统的大众媒体。例如,在定向媒体广告投放目标以高度的组织设置为导向(Fernandez, 2000),允许消费者在收集和处理信息时所需的步伐。相反,传统的大众媒体广告能够在分散和无组织的环境中。小环境使观众不遗余力地审慎评价产品和服务质量。这两个根本不同的广告类型有时有不区分的几个研究,使他们的研究结果难以应用。
文献还显示广告的明确区分广告和媒体。一些研究两个术语交替使用,而另一些加以区分。例如,费尔南德斯和罗森(2000),罗什和罗森(2001)使用的术语“定向媒体”和“定向广告”就是指广告黄页。但布拉克特和卡尔(2001)区别于媒体和广告。多卡夫认为,媒体是要对广告的价值产生重要影响的。以往的研究也证实了在更可信的介质中,如报纸广告被视为更丰富、可靠的,在可信而不可靠的介质中,如电视广告被认为是不够丰富的。
定向媒介主要是为执行广告设计。例如,黄色网页的用户正在搜索的信息。因此,对媒介的态度基本上是基于对一个特定的广告的态度。不过,大众媒介,如网络是多功能的,不仅由横幅或弹出式窗口的在线广告组成,而且由其他资料或函数组成。对于网络作为一种工具或媒介,受访者有积极的态度,但对在网络上的广告有消极态度。也就是说,消费者对网络广告的态度可能不会像他或她对网络作为一种媒介的态度。
在本文中,我们着眼于消费者对于不同类型广告的看法,而不是对媒体的看法。但是,一个广告已经实施或在某一特定媒介进行。为了消除任何混乱,我们认为作为一个广告内容或信息的媒介或渠道内广告的广告进行组合。因此,媒介的功能是呈现广告内容的一个容器。此外,我们使用定向传媒指这些媒体的主要目标是定向广告。因此,黄页和目录是定向媒体。
另一方面,某些媒体可以利用两个定向广告和品牌建设的广告。在这个意义上,我们较少地关注使用的媒介,但更多的是媒介本身的特点。
对定向广告的理解,是他们所使用的积极用户(Briggs and Hollis, 1997),而不是被动接受的受众 (Stewart 1992),可以提高网络广告策略的有效性,并精简用户和互动媒体的互动。在线广告的一个特点是,它可以与观众沟通的职能结合起来,通过实施两个链接提供了一个商业交易渠道。通过几次点击,在线广告片变成了在线商务交易市场。这一特性提供给用户非常有用的价值,否则谁通过电话进行订购,或到商店访问。这也是一个在线广告和在线商务之间的融合趋势的信号,从而表明,对在线广告和网络的设计,企业可能需要考虑全面。
广告的文献已经覆盖从广告商到消费者研究的角度。例如,从广告商的角度,每个定向广告也有品牌建设的作用,因为它具有一定增加品牌知名度的特性。从消费者的角度来看,如果它不被视为有关他或她目前的需求,广告可能不会激励进一步的行动,但广告的特性可能会影响品牌建设。在后一种情况下,消费者的品牌意识可能会增加,但不一定与积极的品牌态度。另一方面,消费者可能需要找到他或她需要的特定的商家,他或她既可以到黄页或在电视上看到广告。在这种情况下,广告给消费者提供的服务时定向功能。也就是说,广告引导消费者做一些事情,使他进入要么寻求或购买交易信息的下一阶段。
多卡夫(1996)把他的原始框架(1996)应用到网络环境。多卡夫证实了先前的结果,发现对网络广告的态度直接依赖于广告价值和娱乐感知水平。此外,广告的价值是依赖于娱乐感知水平的形成和刺激。多卡夫(1995.1996)确定娱乐形成和贡献的广告价值对消费者评价因素的刺激,从而产生对广告的态度。
布拉克特和卡尔(2001)进一步验证多卡夫的模式,将该模式扩展到包括信誉和消费者的人口统计中。诚信被证明是直接关系到广告价值和对广告的态度。人口变量,如大学的专业,年龄和性别的效果只是对广告的态度。
费尔南德斯(2000)旨在了解面向黄页广告中的目标消费者全方位的反应。是指形成相关购买情况。研究结果表明,更具体的信息,在符合消费者的购买情况下,广告更容易处理,并将导致一种主动的回应(如消费者要求的广告商或销售商)。
拟议框架
一种理解消费者的需求和广告价值的关系的办法,就是以满足欲望为观点。这种方法假设观众是积极满足参与互动,而不是媒体内容的被动接受者(Williams, Phillips, and Lum, 1997).。他们的媒体使用被认为是有意识地努力完成学习,如信息,娱乐,个人身份,社会的互动,陪伴和逃避或者认知或情感上的需要,或心理动机(Blumler, 1979; Katzetal, 1974; Rubin, 1981, 1983).。这种方法的好处是解释回答了以下问题,为什么人们选择参加特定媒体或内容类型/消息,什么满足他们的期望,他们期望并获得用户的持续媒体曝光,以及在何种用途,他们把自己的成果使媒体注意(McGuire, 1974)。它也有助于解释不同的观赏水平和观赏的满足(Levy and Windahl, 1984)。皮莱格勒和雷伯恩(1985)已提到相关预期值的方法,
建议的是,媒体内容将有一种根据为观众正面或负面评价特殊的属性。相关的属性确定后,受访者可以问他们每个属性值。
二维和四种情况
我们认为两个维度决定一个特定的广告外观:预期的广告目的/功能(品牌建设和定向)和媒体(传统和基于互联网)。表1显示了四种消费者对不同广告的态度。
基于互联网的定向广告(IDA)是为了寻求在互联网环境下满足观众需要的信息。在这种情况下,客户知道他们想了解一些影响。开发网上汽车保险或某一产品一些例子,搜索引擎结果黄页,网上消费的报告。基于互联网的品牌建设(IBB)是指广告在互联网中观众的注目下竞争,满足用户特定的信息需求。广告客户不时会遇到不符合他们的需要。爱尔兰宽带公司的包括产品或公司的横幅一些例子出现在网页上。传统定向广告(TDA)的例子如汽车保险广告,在电话簿黄页,房地产指南,报纸分类广告。传统的品牌建设(TBB),可以是广告牌广告或电视广告。
表 1. 四种消费者情况
延期构造
虽然多卡夫(1996)的结构和布拉克特和卡尔(2001)发现的已被证明是相关的,但是广告价值和广告态度的区别还不明确。事实上,在这一领域的其他研究不作区分。我们以此作为因变量的态度和考虑的广告态度的因素作为框架的价值,我们是先例。我们还认为,它有更多的发挥作用,特别是在互联网环境的因素。这些因素可能有助于进一步区分传统媒体的网络环境。具体来说,本文探讨了在除了多卡夫(1996)提出的两个因素外,并进一步验证了布拉克特和卡尔(2001)的交互性和动力理论。
相对于传统媒体,互联网提供了更多的功能,从而为消费者提供更多的机会。例如,基于互联网的广告,可以大量提供比传统媒体的广告更高的交互性。另外,在线广告可以轻松地进行定制,以便更好地适应消费者的需求。
在研究互动媒体中,刘(2001)确定了四维的互动结构:主动控制、双向沟通、选择的自由、感知同步性,并认为这些是同步的。与大多数传统媒体相比,消费者必须依赖最少的控制,用户可以不断地主动采取行动,例如,通过单击网络广告,但由于其非线性结构直接影响他们的经验超链接。互联网也可以方便消费者进行沟通,提供双向源和消费者之间的沟通,虽然大多数的传统媒体从一个源提供只有一个双向沟通给消费者。用户可以享受更好的,用户可以选择当他们需要在因特网上的交互式体验时他们想要的自由。最后,互联网可以使用户感受到在传统的人际沟通的障碍的消除,跨越空间和时间距离,与障碍人士同步沟通。
在互动营销领域,交互性是直接迭代过程,客户的需求和欲望发现、满足、修改,是由政府提供企业满意(Bezjian, 1998, p.22)。根据海克尔(1998)的研究,互动营销在某种意义
上是市场营销。互动性其实质是交流。人对人或个人对技术交流的目的是对知识的影响或至少一个人的行为改变。互动营销确定了几个方面的互动:参与的实体,应急程度,交换频率,感官的参与,参与程度的认知程度的数量,涉及的实体,交换的内容类型,程度同步,以及所涉及的媒体类型。
在与广告对消费者需求中,广告的重要性或相关的最新信息将决定消费者如何相互作用,这反过来会影响他或她对广告价值的看法。这是在同消费者的认知或情感上的需要的一致讨论。
研究方法
三个例子,用来代表表1中的4种情况下,每年收益率为12宗。使用实例目的无非是想把他放在一个特定的广告,回答了问卷中的问题的具体情况参与者的想法。例如,对于传统品牌建(TBB)的情况,电视广告,广告牌和报纸被用作广告的例子。在美国一个主要的东北大学正进行调查,参加者是大学生和工作人员。每一个参与者提供的12起案件之一,参加者被要求回答有关他们的整体经验,例如广告的问题的态度。
结论与启示
在本研究中,我们从消费者的角度,审查消费者对不同类型的广告的看法。我们的目标是要理解为品牌建设的目的和方向之间的互联网的感知差异为基础的广告和传统广告。我们认为,互联网和网络有以更好地支持面向目标消费者的潜力,从而产生以互联网为基础的定向广告的巨大潜力。我们希望,这一研究将有助于延长消费者对现有框架更好的概念性理解的看法。同时,研究可以提供关于如何设计有效的在线广告,充分利用互联网的优势为基础的媒体切实可行的建议。
范文二:广告对消费者态度形成与改变的影响
影视文学概论作业:
广告对消费者态度形成与改变的影响
学号:2005139112 姓名:毛娟
内容摘要:市场激烈的竞争中,消费者的地位日益受到重视,企业越来越注重通过影响消费者态度与行为来实现其营销目的,在市场经济条件下,厂家和商家若要使消费者产生消费行为,必须要去影响或者改变消费者的态度,而广告是目前用得最多也最有效的一种手段。 关键词:广告 态度形成与改变
一. 广告及其特性
“广告就是普遍告知.通常是商品在营销过程中,藉著传播媒体向社会大众传播讯息,以期招徕主顾,达成商业上销售的目标.广告是扮演生产者与消费者之间的媒介角色,对产品的促销,市场的开拓,企业的发展有极大的意义。”①
由以上的定义,我们可以发现并总结出广告作为一种传播手段的一些特性:
1.广告具有资讯的功能,它传达产品功能,产品特色,售价,贩卖场所等资讯给消费者,也告知消费者厂家的新产品。
2.广告具有说服的功能,广告试著说服消费者购买广告商的厂牌。即使消费者对产品的优点深信不疑,说服消费者尝试使用该产品,或减少购买产品的不确定性,使消费者接受其广告信息,进而产生心理变化,最终影响并引起消费行为。
3.广告具有提醒的功能,广告常提醒客户本身所需要的产品,如此消费者才会购买有广告的产品而不去购买其竞争对手的没有做广告的产品。如:脑白金的广告效应。
4.“广告是一种付费的非人际传播形式。广告活动的最终目的,是将企业希望传递的产品信息最大程度的被其目标受众所接受。于是在广告中通过对信息进行编码,运用大众传播媒介或其他媒介发布出去,有效地接触目标受众。”②
二.
我们首先来看一下什么是态度。“态度是个人对某一事物做出赞成或否定反应的一种心理倾向,态度具有相对的稳定性,一旦形成就不容易改变。态度由认知、情感和行为倾向三个成分组成,认知成分指个人对事物的感知、思维、理解、看法等认知,情感成分是指个人对事物的评价、爱好和情绪反应,行为倾向是指个人对事物的行为准备状态,认知是态度的基础,情感是态度的核心,行为倾向是态度的外在表现”③。
由于态度是一种心理反映倾向,在社会生活中形成,在态度形成的过程中,把别人的看法、观点、判断等吸收过来,同时把接受来的观念变为自己的价值观,这样才能把任何一个的社会影响转化为态度。当广告主以付费的方式,通过公共媒介对其商品或劳务进行宣传,向消费者有计划地传递信息时,广告对消费者的态度的形成有着重要的作用:
首先,广告通过简单的重复的方式加深消费者对广告的记忆。在电视、广播、报纸、网络和杂志上,“特步,飞一般的感觉”“用飘柔,就是这样自信”这样的广告每次都会重复两三次,将简单的信息以重复滚动的形式对消费者进行传播,在消费者的脑海里面以广告词的样式形成一个初步的形象化的认知,进而形成消费者的态度。 广告消费者态度的形成的影响
其次,广告促使消费者对消费品进行条件化和观察性的学习。媒体上的广告五花八门,不同类产品同类产品都进行着激烈的竞争,广告通过简单的重复的方式加深消费者对广告的记忆后,又为消费者提供了条件性和观察性的学习、内化,继而在消费者的价值观中形成态度。在人们购买产品选择品牌的时候,“特步”、“飘柔”这样的品牌将是人们的首选。
“传播媒介拥有不可抵挡的强大力量,它们所传递的信息在受传者身上就像子弹击中躯体,药剂注入皮肤一样,可以直接引起速效的反应,它们能够左右人们的态度和意见,甚至直接支配他们的行动。”④ 广告正是借助媒介的这种作用,通过广告语言,以及广告的重复对消费者的态度形成产生影响。
三. 广告对消费者态度的改变的影响
“传播的说服效果,指的是受传者的态度沿传播者说服意图的方向发生的变化。”⑤对说服效果力,“亚里士多德提出了三种依据:理念、人品和情感。理念方面是指在辩论中能阐释或提示事物的理念或本质;人品方面是说演说者的人品是极其重要的,如果一个人没有什么可信度,就没有什么说服力;情感方面则要求演讲者了解观众对辩论问题的情感和态度,并能善于掌握、调动、有时迎合那些情感和态度。这三种证据的运用可使演说具有很强的说服力”⑥。
例如,"用飘柔,就是这样自信"这个广告,其理念就是飘柔这个产品,人品即是指飘柔产品的质量,据调查,经消费者的实际使用,有不错的效果,因此其人品也是过得关的.并且,该广告的诉求点是现实生活中人们日常生活的需求,极易把人们在现实生活对必需品的需求和产品联系起来,从而在人们缺少生活必需品的时候有了一个明确的感情象征――即把飘柔买回去用.这样就引起了受众的情感共鸣,从而达到了广告的说服目的。
广告做为一种传播手段的特性主要的就是说服功能,广告通过图像文案让消费者产生联想,在意识中形成某种形象,再经过它的多次重复,加深这种形象,并潜移默化的内化在消费者观念中,最终形成其对它的模仿,达到其所希望改变的态度。广告在对产品的促销中过程,也就是让消费者态度形成与改变的过程,通过对产品的信息的介绍让消费者服从和认同产品,说服消费者尝试使用该产品,或减少购买产品的不确定性。
注释:
① 林乐腾,《广告语言》,山东教育出版社,1992第一版 ,第4页。
②杨锐玲,《广告、态度与行为》, http://www.chuanboxue.net。
③李春兴,《现代心理学》,上海人民出版社,1994第一版, 第489页。
④郭庆光,《传播学教程》,中国人民大学出版社,1999 第一版 ,第193页。
⑤郭庆光,《传播学教程》,中国人民大学出版社 ,1999 第一版,第199页。
⑥[美]肯尼斯.博克等,《当代西方合修辞学:演讲与话语批评》,中国社会科学出版社,1998第一版, 第109页。
范文三:名人广告对消费者品牌态度的影响研究
题 目:名人广告对消费者品牌态度的影响研究
——以名人代言的服饰广告为例
院系名称: 管理学院 专业班级:市场营销2009级
学生姓名: 学 号:
2011 年10 月 8 日
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摘要
本文综合时下名人代言的许多服装广告,总结了名人代言服装广告的方式及
特点,进一步研究了名人广告对消费者品牌态度的影响,在此基础上,又在本文
末尾提出了名人代言服装广告中存在的一些问题。
关键词 名人 服装广告 消费者 品牌态度
0 前言.............................................................. 3 1 名人代言服饰广告的方式及特点...................................... 3
1.1 名人代言服装广告的方式 ...................................... 3
1.2 名人代言服装广告的特点 ...................................... 3 2 名人代言服饰广告对消费者品牌态度产生的影响........................ 4
2.1名人代言的服装广告引领消费者认识某服装品牌................... 4
2.2名人代言服装广告促使消费者对服装品牌产生积极态度............. 5
2.3名人代言服饰广告促使消费者对服装品牌建立忠诚度............... 5
3 名人代言服装广告产生的负面影响.................................... 6
3.1消费者对于名人的崇拜导致消费者盲目选择服装品牌............... 6
3.2 企业选择名人代言广告承担一定的风险 .......................... 6 结论................................................................ 6 参考文献............................................................ 6
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0 前言
日常生活中,我们每天都会看到很多名人广告。名人广告是以影视歌星、体坛名将、社会名人等作为品牌代言人的一种广告表现形式,是一种借势营销策略,利用名人所具有的优势来推介产品,快速提升产品的知名度,促进产品的销售,实现快速营销的目的。名人广告具有的优势使许多企业不吝巨资请名人做广告,名人广告已成为了许多企业攻克市场的一个重要手段,以饮料、服饰、日化等低涉人度产品或同质化产品较为普遍。
1 名人代言服饰广告的方式及特点
1.1 名人代言服装广告的方式
1.1.1 电视广告
被选作代言人的明星穿上所要代言的服装直接拍成电视广告在电视上播放。 1.1.2 平面广告
被选作代言人的明星穿上所要代言的服装直接拍成平面广告,例如海报等,在名人的演唱会,签售会,或者新闻发布会期间发给关注名人活动的粉丝们,进而起到宣传广告的作用。
1.1.3 其它类型广告
被选作代言人的明星一般为歌星穿上所要代言的服装录制即将发表的新专辑主打歌的mv,在大型服装商场或者是大型城市广场的露天电视中播放。例如森马服饰请罗志祥代言的一期主题为“穿什么就是什么”的广告。 1.2 名人代言服装广告的特点
1.2.1名人的名气带动产品的销售
广告主做广告的目的之一是提高产品的销售量,从而获得利润,名人代言广告是有效促销的形式之一。由于受众对代言人有亲切感,因此很容易注意代言人推销的服饰,并对广告服饰产生肯定态度,形成购买趋向, 最后购买。广告主为了论文写作指导:QQ625880526 论文资源网(www.lwenzy.com)最专业的毕业设计分享平台
扩大销售量,通常选取影响力大、影响范围广的名人作为代言人, 目的在于激发更多受众对产品的关注,最终购买。例如美特斯邦威选取周杰伦来做代言人,由于周杰伦在90年左右出生的这一代青年中很有名气,颇具影响力,所以周杰伦代言的美特斯邦威服装广告就促进了销售。
1.2.2消费者将对代言人的喜爱转移到产品或品牌上
这一点用爱屋及乌解释最为恰当。由于代言人自身的号召能力, 每位名人都拥有众多“粉丝”,这些人组成的团体成为了拥护名人的基础力量, 支持名人的所有活动,包括其代言的服装,甚至由于喜欢某名人去购买某服装。还有一种现象是由于喜爱某代言人,对其产生信任心理,这种信任心理也会延伸到此名人代言的服装品牌上,形成偏爱,产生购买行为。
1.2.3代言人的人格特征促使品牌人格化
品牌树立和维护的过程要明确品牌个性,追求品牌的人格化。一些品牌由于企业经营者特殊身份,在品牌建立之初就已经形成人格化,例如李宁创建的李宁品牌。更多的品牌采用名人代言的形式赋予品牌人格化特征,如很多体育品牌聘请体育名人作为代言人,希望他们坚韧不拔、顽强拼搏的人格特征影响到代言的品牌,形成品牌精神。再如,森马服饰的品牌主张是崇尚尚年轻活力、炫耀青春本质。2009年,“穿什么潮我看”的森马与中韩两地超人气偶像团体--Super Junior-M合作后,在年轻人群中刮起一阵森马热,使森马从各种潮牌中脱颖而出。在名人广告中,广告主把名人的个性形象投射到品牌中,使品牌更有立体感和个性魅力。服装与其他消费品一个很大的区别是,服装不只是服装,更是消费者的一种自我表达,是个性的展现和社会地位的象征。而品牌代言人的个性和社会形象,恰恰就是品牌形象和个性的最好诠释,消费者就是通过对品牌代言人的认知,来认识品牌和选购产品的。
2 名人代言服饰广告对消费者品牌态度产生的影响 2.1名人代言的服装广告引领消费者认识某服装品牌
很多消费者对于服装的品牌意识比较淡漠,尤其是一些品牌在创立之初几乎没有消费者了解。但选择名人代言广告,借名人的魅力去感染受众,进而塑造良论文写作指导:QQ625880526 论文资源网(www.lwenzy.com)最专业的毕业设计分享平台
好的品牌形象,把大众对名人的好感移情到产品,使名人的形象价值转移到品牌本身。例如,起初浪纱袜业作为一个新兴企业,大家都不熟悉。2010年初浪莎请张柏芝作为形象代言人,因为浪纱的主要消费群体是女性,而且其广告的诉求定位是“不只是吸引”,显然希望消费者把性感同浪纱的丝袜联系起来。张柏芝作为新一代的“性感女神”,自然很合乎浪纱的要求,消费者也更容易接受,并且认识了这个品牌。
2.2名人代言服装广告促使消费者对服装品牌产生积极态度
很多服饰品牌在未请名人做代言之前,可能已经为多数消费者所熟知。但是,对于消费者来说这个品牌值不值得信赖,愿不愿意购买却是个未知数。但是名人的声望在消费者知觉名人广告时具有某种光环效应,因为名人是值得信赖的,这种品质会迁移到他所代言的服装上,促使消费者产生积极的情感,然后再把这种积极的情感体验迁移到名人所代言的服装品牌上,使消费者对品牌产生积极的态度,有助于促成消费者形成购买行为。对于消费者来说,他们对于自己喜欢的名人所推荐的产品会更加信任,容易产生档次高、质量好、实力雄厚等好的印象。消费者对名人的信任提高了的品牌的偏爱值,能为品牌或产品带来肯定的态度转变,产生积极的情感。受众出于模仿(追随)名人,成为了产品的消费者,而不是旁观者。
2.3名人代言服饰广告促使消费者对服装品牌建立忠诚度
2.3.1 名人代言服饰广告能将消费者对名人的忠诚度进一步扩大为该名人所代言的品牌的忠诚度。这一点同样可以用爱屋及乌来解释,这种现象通常产生在90后这批人中,他们张扬个性,比较执着于自己喜欢的人和事,同时在他们中也存在着一股追星狂潮。他们崇拜自己喜欢的明星,忠于明星,对于明星所代言的某个品牌的服装也很忠诚,几乎该品牌每个季度推出的新款,他们都会购买并收藏。当然,这些品牌的定位一般为富有活力、时尚和个性或者为一些知名体育品牌,比如森马,美特斯邦,安踏,特步等。
2.3.2 消费者透过名人身上所具有的某种个性和气质判断其所代言的服装品牌所具有的个性,并对这种个性加以肯定,而且觉得和自己的个性相符,进而论文写作指导:QQ625880526 论文资源网(www.lwenzy.com)最专业的毕业设计分享平台
对该品牌建立忠诚度。齐秦曾以一首《狼》红遍大江南北,齐秦拥有男人的个性与野性,七匹狼男装借助这点聘请齐秦代言,广告一经播出,七匹狼男装几乎一夜之间家喻户晓,成了很多中国男士的最佳选择,并且最终对该品牌建立了忠诚度,这就是品牌个性与名人个性完美结合所产生的结果。
3 名人代言服装广告产生的负面影响
3.1消费者对于名人的崇拜导致消费者盲目选择服装品牌
有的消费者仅仅是由于对名人的崇拜才购买其代言的某个品牌服装,至于该品牌的个性是否适合自己并不是很关心。当然这种盲目选择和购买的确促进了销售,但却不利于该品牌的长期发展,同时对消费者来说,更多的也只是浪费金钱。 3.2 企业选择名人代言广告承担一定的风险
因为在娱乐圈,很多名人的光环并不会一直持续下去,可能会受某个事件的影响例如陈冠希,张柏芝受“艳照门”事件的影响而突然名气大跌,那么原来崇拜他们的粉丝可能会产生一种受骗的感觉,进而把这种情感转移到其所代言的服装品牌上,进而少买甚至不买该品牌的服饰。
结论
名人代言服饰广告确实对消费者的品牌态度产生了很大的影响,可能引导消费者认识品牌服装,信任服装品牌,最终建立对其代言的服装品牌建立忠诚度。
参考文献
[1]刘爽.《名人代言广告存在问题及解决对策研究》.《科技资讯》,2010(10),
239页。
[2]陈凌霄.《名人广告及其对消费者的影响》.《内蒙古煤炭经济》,2011(02),论文写作指导:QQ625880526 论文资源网(www.lwenzy.com)最专业的毕业设计分享平台
24页至27页。
[3] 马海欧.《谈广告创意与消费心理》.《社会观察》,2011(08),226页,228
页。
论文写作指导:QQ625880526 论文资源网(www.lwenzy.com)最专业的毕业设计分享平台
范文四:消费者对广告态度的市场调查
消费者对广告态度的市场调查问卷
1、您每天看电视的时间大概是?(单选)
A 、基本不看 B 、 30分钟 C 、 1.5小时 D 、 3个小时 E 、 5小时以上
2、您最喜欢看的电视节目类型是?(可以多选)
A 、电视剧 B 、新闻 C 、娱乐 D 、访谈类 E 、法治类 F 、体育节目
3、对于电视广告你的态度是?(单选)
A 、喜欢看,很关注 B 、有吸引我的就看看 C 、无所谓 D 、不喜欢 E 、非常反感
4、您正看着电视节目突然中插广告,您会:(单选)
A 、换台看别的节目去 B 、换台,一会儿再回来 C 、不换台 D 、看一会觉得广告觉得无聊换台
5、您觉得目前电视广告的问题在于:(可以多选)
A 、广告时间太长 B 、广告没创意 C 、节目中随意插播广告 D 、虚假广告太多 E 、同一广告反复播出
6、您认为目前的电视广告的数量?
A 、广告太多了 B 、广告有点多 C 、广告适中 D 、广告挺少 E 、 没太注意
7、您每天上网的时间大概是?(单选)
A 、基本不上 B 、 1小时左右 C 、 3-5小时 D 、 8小时以上
8、您通常会在什么情况下看到网络广告?(多选)
A 、 浏览新闻、信息 B 、 观看视频播放 C 、收发邮件 D 、网上聊天 E 、玩游戏
9、您更愿意浏览哪种类型的网络广告(多选)
A 、视频形式 B 、游戏中场景镶嵌 C 、网络页面 D 、网络在线活动 E 、浮动式广告
10、当你在网上观看一些比较有意思的内容、图片、视频之后发现是企业广告,您会:(单选)
A 、很愤怒 B 、无所谓 C 、觉得很有意思 D 、会转发给好友分享
11、对您来说,媒体广告:(单选)
A 、必不可少 B 、有点重要 C 、可有可无 D 、最好没有 E 、不知道
12、您主要通过什么广告来了解新产品?(可以多选)
A 、电视广告 B 、报纸杂志广告 C 、网络广告 D 、促销员 E 、朋友同事推介
13、什么样的广告最能吸引您的关注?(可以多选)
A 、幽默 B 、温馨浪漫的 C 、画面大气唯美的 D 、你喜欢的代言人的 E 、平时真切的
14、你觉得那类广告可信度最高?(单选)
A 、电视广告 B 、报纸杂志广告 C 、网络广告 D 、不知道 E 、都不可信
15、请问您观看一个广告的时候,您期望从中得到什么?(单选)
A 、产品介绍 B 、有关公司背景 C 、 使用产品之后的效果 D 、动人心弦的视觉效果 E 、新颖、 有趣、有创意的广告词
16、你觉得广告和产品有何联系?(单选)
A 、产品有名就是因为广告做的好 B 、产品有名,与广告没关系 C 、产品有名,广告可以锦上添花 性别:年龄 :学历:- 职业:
范文五:广告与消费者的心理态度
广告效果与消费心理
————以上海大众polo劲取车地铁广告为例 摘要: 广告已成为现代社会商品宣传的一种必不可少的方式,广告的效果与受众心理有很大关系。一个广告需要创意,但不是过分创意,从劲取车的广告效果中就可以分析得到消费心理与广告效果之间的关系。
关键词: 广告效果 受众心理 劲取车 消费态度
1 现代广告所处的社会背景
在社会飞速发展的今天,人们进入了高速的信息化时代,广告无处不在。我们每个人每天都面临着数量繁多的、品种各异的广告。广告服务面向的对象是消费群体,一个广告想要成功达到其所期待的效果,它的内容就务必符合消费者的
【1】心理特点,正如广告届的一句名言“科学的广告术是依照心理学法则的”。
然而,在信息爆炸的今天,消费者已经对许多过于平凡、平淡的广告产生了麻木的心理。所以,想要在众多广告中脱颖而出就 必须具备独特的创意,创意可以称为广告的灵魂,一个好的创意可以提高消费者多广告的记忆度和关注度。 实际上,一些广告过分创意,仅为得到更多人关注,而不断制造噱头,如06年的上海大众为推广polo劲取而推出的平面广告:一组发布于北京、上海等地铁内的广告,在巨大的广告窗中,大幅的polo车图片下有诸如:“记得在末班地铁前结束PARTY!毕竟,你还没有买POLO劲情”、 “明天继续挤地铁?还是开着POLO劲取,在众人羡慕的眼光中扬长而去??”、“有人闷在地下室等地铁,有人开着POLO劲取,走自己想走的路”等宣传广告语。这一系列宣传语导致了众多地铁族产生不满,引起社会激烈讨论。
2 不同人群对polo广告的态度
2.1 策划方观点
在广告发布前,广告企划方仅为表示希望有突出重点,有新创意,其本意是希望激发受众的消费需求,却并未料到会有如此大的反响。同时,大众市场部的工作人员也曾表明了他们并无侮辱地铁族之意。大众部门只是按照其广告的发布计划,按部就班地照原计划进行:劲情、劲取广告一共有设计四波广告,平均每一波的投放时间为5天到一周,所以按照计划,会不停地轮换。第二波的内容语气则温和许多:“发动POLO劲取,在精致舒适的空间里,展现你的气度与品味”、“发动POLO劲情,释放源源动力,每时每刻都是属于你的PARTY......”在宣传的过程中突出了新产品的特点。
2.2 受众态度
大众polo劲取、劲情系列车广告发布在地铁站则说明其希望的购买群体本就是地铁族,然而,事实上却弄巧成拙。随机调查“地铁族”看到广告的感觉:实例一:在校大学生表示polo本也不是什么高档车型,开着劲取也根本不会产生什么高贵感。实例二:有车族表示劲取的广告可以说有违社会公德,许多人选
择地铁主要是因为安全、方便、快捷;同时,政府积极鼓励人们出行选择公共交通工具,这样不仅能减少尾气排放,也有利于缓解交通压力,广告阐述的内容显然与环保和社会公德相违背。更有甚者表示这则广告是对地铁族的一种歧视,要求大众公司公开道歉。当然,其中也不乏支持者,他们认为在中国广告界这种缺乏创意的情况下,出现了polo劲取这种“够劲”的广告,现在的情况也是“棒打出头鸟”的行为。
消费态度是消费者对任何特定的事物、人、观念的一种持续的心理系统,这个系统包含了认知、情感成分和行为倾向【2】。从以上各受众的观点可以知道,大多数人对polo劲取的广告是持的是一种不赞同,甚至是极度厌恶的感情态度。虽然,这种效果使得更多人关注了劲取车,但是,这没有利于车辆的销售,反而在一定程度上造成了反效果。
3 广告所产生的传播效果
广告是为了吸引消费者的注意力,所以在广告构思过程中就需要有一定创意。然而,过分创意,甚至根本是本末倒置,忽略了产品本身,以至于消费者记住了广告的故事、情节却忘记了广告本身所要宣传的产品,更不要谈产品的独特
【3】卖点和其他因素了。
本身polo车的广告放置于地铁这一人群密集区就可以使消费者产生更多的认知。而polo劲取广告的宣传内容则更是引起广泛的争议,从大众对广告内容的讨论度上来说车辆的关注度已经是非常高,这使得polo车的影响范围扩大。然而,此种影响效果显然他没有达到大众公司所需求的那种促进销量的结果,反而,使更多受众对这款车型持了一种反抗、抵制的态度。
4 消费心理在polo劲取广告中的应用
消费心理学是研究消费者购买、使用和劳务的行为的学科,消费心理学研究认为,消费者购买商品的一般心理过程大致包括以下七个阶段,即:注意——兴趣——联想——欲望——比较——决定——实际购买【4】。广告策划的本意是使劲取车的潜在购买群体——“地铁族”的内心产生落差感,激发其购买欲。可是,实际情况却是看过polo广告的受众注意力已经完全被调动,然后,也的确进行了一系列自我联想,然而这种联想却不是正面的,不能引导消费者对产品产生进一步的购买欲,反而觉得是一种侮辱。所以,在此消费心理链状关系中就出现了断裂,不能达到最终的实际购买行为。
大众公司也明确表态此次广告是分为四波,第二波广告语气就更为温和,并且在广告中也突出了其舒适易于驾驶的商品特点。其实,从广告的转变中,可以从另一角度进行分析,polo劲取的第一波广告的真实目的并不期望能够使消费者完成最终的实际购买。第一波广告发放的实际目的是制造更多的讨论,进而去关注polo劲取,在注意以及兴趣上使更多人去了解车辆性能,第一波效果达到后,陆续推出后几波更着重车辆性能等产品卖点的广告,以引起受众的联想,进而购买。
5 polo广告中的优势与弊端
首先广告的确具备创意,甚至可谓是“一石激起千层浪”,待其一发放就引起了很大的反响效果,且不论此种被关注效应的是否得体,至少使得更多的人会因此而间接地去了解polo车,这就极大了推广了广告效应,提高认知度。
但是,广告应该注意到受众的心理,要注重别人的生活方式。选择何种交通方式,地铁或是开私家车有许多是个人的原因,但是在广告语气中带有一种揶揄的情感,甚至可以说是间接强迫人么改变自身的生活方式,使得受众心理反感。而且,大众车在广告中间接地也把地铁这一同类交通工具作为攻击对象,贬低对手,也是一种不符合社会道德的行为。
所以,无论何时广告在投放时都要注意受众的心理,应该充分认识自己产品所面向对象的心理,这样一个好的广告创意才会达到更好的宣传效果。Polo劲取本身面向的是大众群体,更应该强调其舒适度与车辆的性价比,而广告过分追求其认知度,并且其广告内容是以一种高姿态“俯视”其受众,必然会引起不满。所以一个普通产品的广告需要合适的创意,更需要了解消费者的真正需求,认识到消费者心理和态度变化的新特点。这样才能使广告达到宣传效果,最终使消费者购买产品。
参考文献
【1】【4】王雅静,冉明瑞,2006.广告与消费心理学后续文化研究.美与时代.2006年11月下:66-67.
【2】陈英,2009.论消费心理学引导品牌设计的成功.商场现代化.2009年10月(上旬刊): 33-34.
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