本文選題：植入式廣告 + 重復頻率��； 參考：《中國礦業(yè)大學》2015年碩士論文

【摘要】：植入式廣告自初次運用以來,經(jīng)歷了井噴式的發(fā)展。在中國的發(fā)展尤其迅速。隨著電影、電視作品中的廣泛運用,以及廣電總局全新廣告管理辦法的出臺,植入式廣告成為許多品牌商家的營銷新寵。然而,針對植入式廣告的學術(shù)研究存在一定的局限和空白。首先,絕大多數(shù)研究都以電影作品為植入載體,范圍狹窄;其次,對于植入式廣告效果的研究多集中在植入品牌與植入載體如電影情節(jié),明星代言人等的契合度上,對于植入式廣告本身的研究很少,尤其是對于目前植入式廣告引起消費者排斥和消極品牌態(tài)度的研究尚少。此外,目前學者研究結(jié)論與國外成功植入案例顯示的事實有所差異。在此基礎(chǔ)上,本文選取目前研究較少的電視節(jié)目作為植入載體,具體探索植入式廣告重復頻率與品牌態(tài)度之間的關(guān)系。并且進一步引入消費者加工流暢性作為中介變量,探索其作用機理。引入植入方式作為調(diào)節(jié)變量,探索更加優(yōu)化的植入式廣告操作方式,以此為基礎(chǔ)為品牌商提供更科學的植入式廣告操作理論和指導。本研究采用情景模擬實驗法,進行了2次實驗。實驗1采用重復頻率(低度重復VS中度重復VS高度重復)組間實驗進行主效應檢測和中介效應檢測。實驗2采用重復頻率(低度重復VS中度重復VS高度重復)3×2(整合植入VS非整合植入)進行調(diào)節(jié)效應檢測。利用SPSS18.0中文版進行數(shù)據(jù)分析。得出三點主要結(jié)論。第一:隨著電視節(jié)目中植入式廣告重復頻率的不斷提升,消費者的品牌態(tài)度呈現(xiàn)先上升后下降的趨勢。第二:消費者的加工流暢性在電視節(jié)目中植入式廣告重復頻率對消費者品牌態(tài)度中具有中介效應。第三:植入方式在電視節(jié)目的植入重復頻率和消費者的品牌態(tài)度中存在調(diào)節(jié)作用。與整合植入式廣告相比,非整合植入式廣告能夠緩慢地提升消費者的加工流暢性,推遲排斥情緒的發(fā)生。并給出三點主要的建議及意見。第一:合理選擇電視節(jié)目中植入式廣告的重復頻率。第二:注重消費者的心理機制、加工流暢性的體驗。第三:重視植入方式的選擇。采取多種方式結(jié)合植入,給予消費者心理緩釋的空間,從而提高消費者的品牌態(tài)度。研究結(jié)論雖然基于電視節(jié)目這一載體,但對于影視作品,網(wǎng)絡(luò)游戲載體下的植入式廣告同樣具有參考價值。
[Abstract]:Since the first use of implantable advertising, it has experienced the development of blowout. The growth in China has been particularly rapid. With the wide use of films and TV works, and the introduction of new advertising management methods of the State Administration of Radio, Film and Television, implantable advertising has become the new marketing favorite of many brand merchants. However, there are some limitations and gaps in the academic research on implantable advertising. First of all, most of the studies take film works as implants, and the scope is narrow. Secondly, the research on the effect of implantable advertisements focuses on the degree of compatibility between implant brands and implants such as film plot, celebrity spokesmen, etc. Little research has been done on the placement advertising itself, especially on the current research on the consumers' rejection and negative brand attitude caused by the placement advertising. In addition, the current findings of scholars and successful implantation cases abroad show that the facts are different. On this basis, this paper selects the TV programs which are less studied as the implant carrier to explore the relationship between the repetition frequency of placement advertising and brand attitude. And further introduce the consumer processing fluency as an intermediary variable to explore its mechanism. This paper introduces the implantation mode as a regulating variable, and explores a more optimized placement advertising operation mode, which provides a more scientific theory and guidance for the brand operators. In this study, two experiments were carried out by scenario simulation experiment. In experiment 1, the main effect and the mediating effect were detected by repeated frequency (low repeated vs medium repeat vs high repetition) among groups. In experiment 2, the regulative effect was detected by repetition rate (3 脳 2) of low repeated vs medium repetitive vs high repetition (integrated implantation of vs unintegrated implants). Use the Chinese version of SPSS18.0 for data analysis. Three main conclusions are drawn. First: with the increase of the repetition rate of implanted advertisements in TV programs, the brand attitude of consumers is rising first and then decreasing. Second, the processing fluency of consumers has intermediary effect on consumer brand attitude in TV programs. Third, the implantation mode has the adjustment function in the TV program's implantation repetition frequency and the consumer's brand attitude. Compared with integrated placement advertising, unintegrated placement advertising can slowly improve the processing fluency of consumers and delay the occurrence of rejection. Three main suggestions and suggestions are given. The first: reasonable choice in the television program placement type advertisement repetition frequency. Second: pay attention to the psychological mechanism of consumers, processing fluid experience. Third: attach importance to the choice of implantation methods. Take a variety of ways to combine implantation, to give consumers psychological release space, so as to improve the brand attitude of consumers. The conclusion is based on TV program, but it has reference value for film and TV works, placement advertisement under online game carrier.
【學位授予單位】：中國礦業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.8;F273.2

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本文編號：1886321