IMAGE BY ALFIE | JAPANORAMA

#5.

: IMC

, , ()

1. (Order of Presentation)

:

:

,

,

2. (Conclusion Drawing)

/

:

(: )

:

3. (Message Sidedness) :

:

:

:

.

.

(P N P)

4.

: ()

:

1)

2)

3)

4)

* (Message Source) ?

: , ,

: ,

, ,.

?

:

1. 2. 3. (threshold)4. 5. 6.

()

p.116

p.118

AIDMA Hierarchy

()

CA

CA

CA

CA

() , (Cognition) (Affect) . .

()

:

:

/

/

REVISED

1. (involvement)

(perceived personal relevance) (perceived personal importance)

- : ,,

- , - ,

- , , - ,

1.

(enduring involvement)

) , , ,

(situational involvement)

) /

1.

Sales Promotion

(Enduring Involvement)

(Situational Involvement)

.

/ /

-

1.

1.

2.

3.

4.

1.

( vs. ) + (thinking vs. feeling)

Thinking Feeling

FCB Grid

1.

Thinking Feeling

, , ,

: (learn) (feel)

(do)

1. : (recall)

2. : /

3. : ,

, , ,

: feel learn do

1. :

2. : ,

3. : ,

,

: do learn feel

1. :

2. : , 10 ,

, POS

3. :

, ,

: do feel learn

1. :

2. : , , POS

3. :

Krugman

( TV)

, TV .

TV (= ELM, ).

1. (1)

TV

TV

:

: , ,

1)

2)

3)

4)

5)

6) (personality)

7)

1. (1)

Sherif

, , ,

, , , .

1. (2)

,

,

// ( )

:

,

:

.

.

1. (2)

.

?

.

?

!

!!!

?! !!

1. (2)

.

?

.

?

!

!!!

?! !!

.() , () .

1. (2)

(affect priming theory)

(feelings as information model) (attribution) , ,

, , , , .

1. (3)

A. .

B. .

C. . ...

D. /.

E. .

F. . .

,

.

1. (1)

A. .

1. (1)

B. .

,

: ,

1. (1)

C. .

:

:

17: +

1. (1)

D. /.

1. (1)

E. .

1. (1)

F. .

1. (1)

: ,

( ...)

():

( ?)

:

1. (2)

/ (2004 )

...

TV

~

1. (3)

Product:

:

Price:

Promotion:

Place:

Learn-Do-Feel Feel-Do-Learn

DO

Marketing Mix

1. (4)

2.

()

2.

(sensory organs) (activation)

,

JND = I K(I = ; K = )

2.

(absolute threshold):

(Differential Threshold)

: (JND : Just Noticeable Difference)

2.

JND

, JND

, JND

JND

() , JND

, JND

, JND

, , JND

2. :

(Subliminal Perception)

2. :

,

.

(: ) .

.

3. (attention)

:

(novel)

3.

:

:

/ /

, , , , visual, ,

4. (comprehension)

(Perceptual Organization)

(simplicity):

(closure):

(proximity):

(similarity):

(figure and ground):

4.

(Perceptual Categorization)

(Perceptual Inference)

(halo effect)

- (price - quality relationship)>

5. (memory)

(affect and

arousal)

5.

1 (Sensory Memory)

2 (Short-Term Memory)

1

(information overload)

:

-- ,

-- TV, ,

5.

2 ()

2

(rehearsal):

( , )

3 (Long-Term Memory)

(consumer knowledge):

5.

3 ()

:

: ()

- (spreading activation):

(schema) : /

5.

3 ()

BMW

IBM PC

5.

3

()

(wearout)

( )

(primacy effect) (recency effect)

5.

4 :

(Encoding)

(Retrieval ) (retrieval cue) (: )

, ,

6.

:

,

(, , )

(/, /)

, , , , .

6.

(Cognitive Aspects)

(belief)

(Affective Aspects)

(attitude)

(Conative Aspects)

(intention)

:

(1)

=

=

=

=

6.

.

.

7

1)

2) ( )

3) ()

4) ( )

5)

6)

7)

6.

()Balance Theory

Cognitive Dissonance

/

, , ,

.

, , .. +

- : , .

--

+

++

+

+-

-

+ -

+

6.

()

IP

--

+

IP

--

-

IP

+-

-

.

. .

.

6.

.

, .

.

6.

6.

: (ELM*)* Elaboration Likelihood Model

:

: ,

:

:

Elaboration Likelihood

.

Petty Cacioppo ELM.

(Central Route) (High Elaboration)

(Central Cue)

(Peripheral Route) (Low Elaboration)

(Peripheral Cue)

6. : ELM

,

(Peripheral Route)

(Central Route)

6. : ELM

?

??

, ,

6. : ELM

= = =

= = = , BGM

[]

(1) (2) (3) .

6. : ELM

ELM .

( ) () .

6. : ELM

()

:

:

/

/

p.118

AIDMA Hierarchy

()

() , (Cognition) (Affect) . .

: AIDMA

.

Attention Interest Desire Memory Action

AMOLED

AMOLED

AMOLED

AISAS : .

Attention Interest Search Action Share

AMOLED

AMOLED

AMOLED

AMOMED

AMOLED

: 2008 ,

()

: ACR (2008)

2/3 ,

Attention Interest Search Action Share

IT/

74% 65% 65%

82%

/

TV

9%

13%

31%

66%

66%

91%

: 2008

2/3

/

62%

63%

71%

79%

82%

65.5%

Attention Interest Search Action Share