本研究主要目的在探討不同廣告策略與分類方式(廣告訊息策略、廣告執行策略、傳統vs.現代兩分類方式)對廣告溝通效果(回憶率、喜好度、說服力及購買意願)的影響、其次探討究竟哪一知覺因素有較佳的廣告效果。

分析資料則採用精實行銷公司所提供的資料庫，該資料庫搜集二年來共122支廣告片，訪問一萬六千位以上受試者對受試廣告的態度與反應，此外，亦獲得潤利公司提供廣告量資料。利用內容分析法將廣告歸類後，根據資料庫數據，經由統計分析後，有以下幾項結論。

1. 廣告量的確會影響訊息回憶率。

2. 消費者對傳統類型的廣告(例：大自然、感性訴求)的喜好度要高過現代類型的廣告(例：產品利益、個人獨立等)。

3. 消費者對情感式訴求類型的廣告說服力要高過資訊式訴求類型的廣告。

4. 相較於故事導向與產品導向，技術導向與個人導向手法的廣告較能引起觀眾的購買意願。而傳統類型的廣告其購買意願亦高於現代類型。

5. 除了上述的發現外，訊息創新度與訊息複雜度亦是影響喜好度、說服力及購買意願的關鍵因素。

6. 知覺因素中“Amusing”是七群中在印象深刻度、喜好度、說服力及購買意願上表現較佳者。而“Informative”則是在購買意願上表現最高。

上述結論，可供公司在擬定廣告策略時的重要依據，採用目前較受消費者青睞的廣告策略，此外，公司更應重視訊息創新以期在消費者心中留下深刻印象。

第一章 緒論 1

第一節 研究動機 1

第二節 研究目的 4

第二章 文獻探討 6

第一節 廣告效果 6

第二節 訊息回憶率 10

一、關於記憶的理論 10

二、有效次數 13

三、使用訊息回憶率的缺點 17

第三節 喜好程度 21

一、雙元模型 21

二、文獻實證結果 23

第四節 說服力 28

一、說服力相關理論 28

二、相關實證文獻 32

第五節 回憶率、喜好度與說服力間的爭論 33

第六節 廣告策略 35

一、廣告執行策略 35

二、廣告訊息策略 38

三、傳統訴求方式 vs. 現代化西方訴求方式 41

第三章 研究方法 43

第一節 研究架構 43

第二節 變數定義與衡量 47

一、第一部份 47

二、第二部份 49

三、第三部份 51

第三節 內容分析法 52

一、樣本 53

二、建構類目與分析單元 53

三、分析過程 54

第四章 研究結果 63

第一節 資料結構 63

一、產品分類與品牌延伸情形 63

二、內容分析結果 65

第二節 廣告溝通效果探討 71

一、訊息回憶率 72

二、廣告喜好程度 76

三、廣告說服力 84

四、廣告購買意願 90

第三節 知覺因素的探討 99

第五章 結論與建議 111

第一節 結論 111

一、廣告量對訊息回憶率的影響 111

二、廣告策略與分類對廣告溝通效果的影響 111

三、知覺因素探討 114

第二節 行銷建議 116

第二節 研究限制 131

參考書目 132

一、中文參考文獻 132

二、英文參考文獻 133

附錄一：廣告片資料與分類 141

1. 產品與廣告片名 141

2. 產品分類 147

3. 品牌延伸情形 149

附錄二：訪問問卷 151

附錄三：知覺因素整理 159

一、 正面知覺因素(以和信輕鬆打該週為例) 159

二、負面知覺因素 161

附錄四：知覺因素歸納情形 163

附錄五：集群分析 166

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The major object of this article is to analysis communication effect(message recall rate, liking, persuasiveness, purchase intention )of different advertising strategy( advertising message strategy, advertising execution strategy, traditional vs. modern advertising appeals ).

The data source is provided from Harris Corp in Taiwan. There are 122 advertisements in this database which collect the attitude and response of 16,000 respondents. Besides, we also get advertising weight for each ad. provided from Zu-Li company. After content analysis and statistical analysis, there are several conclusions as follows.

1. Higher advertising weight actually lead to higher message recall rate.

2. Consumers in Taiwan prefer traditional appeals advertisement ,such as “nature”、 “soft-sell”appeals, than modern appeals ones as “product benefit”and “independent, individual”.

3. Compared with information message strategy, consumers in Taiwan are more easily persuaded by transformational message strategy.

4. Different execution strategies affect consumer’s purchase intention. Especially, technology-oriented ads and individual-oriented ads get better result. Besides, we also find the purchase intention of traditional appeals ads is higher than modern appeals ones.

5. Most importantly, message novelty and message complexity are key reasons affecting liking, persuasiveness and purchase intention.

6. Among 9 kinds of perception factors sorted by Aaker and Stayman, “Amusing ”are best performance on impressiveness, liking, persuasiveness and purchase intention.

According above conclusions, this article provide good reference to make good advertising decision. Finally, don’t forget and neglect the importance of message novelty.

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