本文選題：植入式廣告 + 呈現(xiàn)方式　； 參考：《福州大學》2011年碩士論文

【摘要】：隨著影視植入式廣告在實踐中的大量運用，其效果研究以及相關(guān)的影響因素研究逐漸成為該研究領(lǐng)域關(guān)注的重點。然而，現(xiàn)有研究大多建立在消費者“完全理性”的假設(shè)基礎(chǔ)上，這個假設(shè)忽略了現(xiàn)實中“消費者經(jīng)常因為喜歡電影中的某個明星而喜歡其使用的某個產(chǎn)品或品牌”等情感喜好的影響。其次現(xiàn)有影視植入式廣告的效果研究大多圍繞著品牌記憶、品牌吸引力以及購買意愿等幾個維度，顯然缺乏一個系統(tǒng)的理論評價體系。而且，現(xiàn)實中影視植入式廣告的良莠不齊使得消費者眾說紛紜，這也給企業(yè)進行影視植入提出了挑戰(zhàn)，管理人員開始意識到在品牌宣傳和建設(shè)過程中，只有選擇了合適的電影以及合適的植入方式才能使消費者對品牌形成正面的評價，并給品牌帶來其他的附屬利益。鑒于影視植入式廣告理論研究的不足及其在管理實踐中的重要性，本文試圖從行為人“有限理性”的假設(shè)前提出發(fā)，引入直覺決策、框架效應(yīng)以及情感評估等心理學的全新觀點，重新對影視植入式廣告效果的作用機制和影響因素等做初步探究。 本研究首先對影視植入式廣告的研究現(xiàn)狀進行綜述，結(jié)合框架效應(yīng)的相關(guān)知識點，選擇影視植入式廣告呈現(xiàn)方式作為影響植入效果的主要變量；其次以行為人“有限理性”為前提，引入決策雙系統(tǒng)和情感評估理論，在現(xiàn)有影視植入式廣告效果研究的基礎(chǔ)上，選擇品牌情感評估作為影視植入式廣告的全新評價指標并進行細化；最終構(gòu)建影視植入式廣告呈現(xiàn)方式對品牌情感評估影響的理論模型。 本研究通過16個實驗場景的設(shè)計，對140名本科生進行了心理實驗，利用SPSS進行數(shù)據(jù)處理后，對提出的研究模型進行驗證后獲得如下研究結(jié)論： 第一，影視植入式廣告呈現(xiàn)方式不同，會使品牌情感評估及其包含的認知效應(yīng)、情感效應(yīng)以及意動效應(yīng)三個層面的評估結(jié)果存在差異。從理論角度看情節(jié)植入是最優(yōu)選擇，但在實踐運用中應(yīng)結(jié)合具體營銷目標和宣傳成本等情況選擇滿意的植入方式。 第二，框架效應(yīng)是影視植入式廣告呈現(xiàn)方式影響品牌情感評估的根本作用機制，除此之外產(chǎn)品類別、品牌知名度、電影態(tài)度以及廣告態(tài)度也會影響評估結(jié)果。 第三，總體上看，，影視植入式廣告效果并不顯著，對品牌的整體建設(shè)貢獻也并不突出，因此其僅僅只能作為品牌宣傳和建設(shè)的手段之一，在實踐運用中更應(yīng)該注重利用影視植入這個平臺，加強后期的整合營銷傳播。
[Abstract]:With the extensive application of film and television placement advertising in practice, the research on its effect and related influencing factors has gradually become the focus of attention in this research field. However, most of the existing studies are based on the assumption that consumers are "completely rational." This hypothesis ignores the effect of emotional preferences such as "consumers often like a product or brand they use because they like a star in a movie." Secondly, most of the current researches on the effect of film and television placement advertising focus on the dimensions of brand memory, brand attraction and purchase intention, which obviously lack a systematic theoretical evaluation system. Moreover, in reality, there are different opinions among consumers due to the intermingling of the good and the bad of the film and television placement advertising. This has also challenged the enterprises to carry out the film and television placement, and the managers have begun to realize that in the process of brand promotion and construction, Only by choosing the right film and the right way of implantation can consumers form a positive evaluation of the brand and bring other ancillary benefits to the brand. In view of the deficiency of the theory of film and television placement advertising and its importance in the management practice, this paper attempts to introduce intuitive decision from the premise of the actor's "limited rationality". Frame effect, emotion evaluation and other new psychological viewpoints, this paper makes a preliminary study on the mechanism and influencing factors of the effect of film and television placement advertising. Firstly, this study summarizes the current research situation of film and television placement advertising, and selects the presentation mode of film and television placement advertising as the main variable to affect the placement effect, combining with the relevant knowledge points of frame effect. Secondly, based on the premise of "limited rationality" of the actor, this paper introduces the dual system of decision-making and the theory of emotion evaluation, and on the basis of the existing research on the effect of film and television placement advertising. Select brand emotional evaluation as the new evaluation index of film and television placement advertising and refine it; finally construct the theoretical model of the influence of film and television placement advertising presentation mode on brand emotional evaluation. Through the design of 16 experimental scenarios, this study conducted psychological experiments on 140 undergraduates. After data processing with SPSS, the proposed research model was verified and the following conclusions were obtained: First, different presentation methods of film and television placement advertising will make brand emotional evaluation and its contained cognitive effect, emotional effect and emotional effect three levels of evaluation results are different. From a theoretical point of view, plot implantation is the best choice, but in practice, we should combine with specific marketing objectives and propaganda costs to choose a satisfactory implantation method. Second, the frame effect is the fundamental mechanism that the presentation mode of film and television placement advertising influences brand emotional evaluation. In addition, product category, brand awareness, film attitude and advertising attitude will also affect the evaluation results. Third, on the whole, the effect of film and television placement advertising is not significant, and the contribution to the overall brand construction is not outstanding, so it can only be used as one of the means of brand promotion and construction. In practice, we should pay more attention to the platform of film and television implantation, and strengthen the later integrated marketing communication.
【學位授予單位】：福州大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：F713.8;F273.2

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