Advertising effects

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<ul><li> 1. ADVERTISINGEFFECTS <br /> | | <br /></li></ul> <p> 2. <br /><br /> () <br />Introduction<br /> 3. <br /><br /><br /><br /><br />Introduction<br /> 4. Advertising in Todays Media Environment <br /> " " (Stewart &amp; Ward, 1994, p. 317) , , <br />Berelson and Steiner (1964) <br /> 5. Advertising in Todays Media Environment <br /><br /> 1962 3 McCalls, Look, Life McCalls Look, Life (Politz Research, 1962)<br /><br /> 6. Research Tradition <br /><br /> 1940 transactional , , <br /> 7. Research Tradition <br />Persuasion () transactional <br /> 8. Research Tradition <br /> (Thorson &amp; Reeves, 1990)<br /> 9. Research Tradition <br /> (Selective Exposure)<br />Zillmann &amp; Bryant ( 1985) <br /><br /> 10. Research Tradition <br /> () (Stewart &amp; Ward, 1994)<br /> 11. Research Tradition <br />Krugman (1965, 1966) "" <br /> (high involvement) <br /> (low involvement) <br /> 12. Research Tradition <br />, Krugman (product recognition) <br /> (brand perception) <br /> 13. The Importance of Mood<br /><br /><br /><br /><br /><br /> 14. The Importance of Mood<br /><br />Gardner (1994) , , <br />Gardner (1985) <br /> 15. The Importance of Mood<br /><br />Kennedy (1971) <br />Soldow &amp; Principe (1981) <br /> 16. The Importance of Mood<br /><br />Yuspeh(1977) <br />Goldberg &amp; Gorn (1987) <br /><br /> 17. The Importance of Mood<br />Kamins, Marks &amp; Skinner(1991)<br /> - <br />- <br /> /<br /> 18. Media Context Studies<br /> , , <br />Stewart and Ward (1994) <br /><br /><br /><br /><br /> 19. </p> <p> 20. Wright (1973) <br /> Cognitive Response Studies<br /> 21. </p> <p> (Ward, Levinson &amp; Wackman, 1972) (Bryant &amp; Anderson, 1983) <br /> Observational Studies<br /> 22. (Newspaper Advertising Bureau, 1987) <br />Tolley Bogart (1994) <br /> (Broadbent, 1977; Greenwald &amp; Leavitt, 1984)<br /> Observational Studies<br /> 23. </p> <ul><li>Electroencephalographic (EEG) (Rothschild &amp; Hyun, 1990) </li></ul> <p> 24. 25. Krugman (1977) Studies Involving Psychological Measures<br /> 26. </p> <p> 27. (Herr, 1989; Higgins &amp; King, 1981; Wyer &amp; Srull, 1981; Yi, 1990a, 1990b) Priming Studies<br /> 28. </p> <p> () (Stewart &amp; Ward 1994) <br /></p> <p> Priming Studies<br /> 29. The Importance of Advertising Frequency and Repetition<br /> 2 <br /> ( ) (Burke&amp;Srull, 1988)<br /><br /> (wearout) <br /> 30. The Importance of Advertising Frequency and Repetition<br /> (Ebbinghaus, 1902) <br /><br /><br /><br /> 31. Comprehension and Miscomprehension<br /><br />, <br /><br /> 32. Recent Research<br />Stewart,Pavlou Ward (new media) <br /><br /><br /><br /> , <br /> 33. </p> <ul><li> (mass media) </li></ul> <p> 34. (chat rooms), (message boards) Interactive media<br /> 35. </p> <ul><li>virtual showroom interactive consultation </li></ul> <p> 36. Interactive media<br /> 37. <br /></p> <p> 38. Interactive media<br /></p>