Exploring a Multi-Screen Advertising Effectiveness Based on User's Perspective
| Autor: | CHU, CHIEN-AN, 朱建安 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 With the Internet, technology advances and hardware development, advertising has been different from the previous push, no longer limited to the newspapers and magazines. In recent years, through the smart device with the cloud service technology to promote advertising, but the rise of these two products have not been fully utilized. From the industry survey report can also be seen that the multi-screen ads continue to grow, and the growth rate of the mobile advertising is most alarming. So use the User’s Perspective in the field of a cloud of multi-screen ads to explore the effect of which can effectively attract to the advertising recipient. This study mainly discusses the effect of advertising type, vehicle size, advertising effectiveness, and the interference effect of advertisement expression on advertising effectiveness. In order to make the study more close to the user's point of view, the experimental method is used to make the subjects wear the brainwave instrument and observe the experimental advertisements under the facial emotion detection, and then supplemented by questionnaires to collect the objective and subjective data to be analyzed. Finally, the analysis of the data through the IBM SPSS Statistics 22, such as narrative statistics, independent sample T test, one-way ANOVA test to analyze the impact of each other and interference, and to propose the study recommended to the industry reference, or later scholars the study reference. The results of this study are as follows: 1. Advertising type of its advertising effectiveness: The best is film class, followed by the image class, the text class the worst. 2. Kanban advertising effectiveness better than mobile phone. 3. The performance of advertising interference effectiveness: Product-style expression better than Situational-style expression. The effectiveness that Kanban vehicle with video ad is the best, and that Kanban vehicle with image ad is the second. 4. Product-style performance of the advertising memory interference effectiveness is significant. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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