Advertising effects

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  • 1. ADVERTISINGEFFECTS
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2.

()
Introduction
3.




Introduction
4. Advertising in Todays Media Environment
" " (Stewart & Ward, 1994, p. 317) , ,
Berelson and Steiner (1964)
5. Advertising in Todays Media Environment

1962 3 McCalls, Look, Life McCalls Look, Life (Politz Research, 1962)

6. Research Tradition

1940 transactional , ,
7. Research Tradition
Persuasion () transactional
8. Research Tradition
(Thorson & Reeves, 1990)
9. Research Tradition
(Selective Exposure)
Zillmann & Bryant ( 1985)

10. Research Tradition
() (Stewart & Ward, 1994)
11. Research Tradition
Krugman (1965, 1966) ""
(high involvement)
(low involvement)
12. Research Tradition
, Krugman (product recognition)
(brand perception)
13. The Importance of Mood





14. The Importance of Mood

Gardner (1994) , ,
Gardner (1985)
15. The Importance of Mood

Kennedy (1971)
Soldow & Principe (1981)
16. The Importance of Mood

Yuspeh(1977)
Goldberg & Gorn (1987)

17. The Importance of Mood
Kamins, Marks & Skinner(1991)
-
-
/
18. Media Context Studies
, ,
Stewart and Ward (1994)




19.

20. Wright (1973)
Cognitive Response Studies
21.

(Ward, Levinson & Wackman, 1972) (Bryant & Anderson, 1983)
Observational Studies
22. (Newspaper Advertising Bureau, 1987)
Tolley Bogart (1994)
(Broadbent, 1977; Greenwald & Leavitt, 1984)
Observational Studies
23.

  • Electroencephalographic (EEG) (Rothschild & Hyun, 1990)

24. 25. Krugman (1977) Studies Involving Psychological Measures
26.

27. (Herr, 1989; Higgins & King, 1981; Wyer & Srull, 1981; Yi, 1990a, 1990b) Priming Studies
28.

() (Stewart & Ward 1994)

Priming Studies
29. The Importance of Advertising Frequency and Repetition
2
( ) (Burke&Srull, 1988)

(wearout)
30. The Importance of Advertising Frequency and Repetition
(Ebbinghaus, 1902)



31. Comprehension and Miscomprehension

,

32. Recent Research
Stewart,Pavlou Ward (new media)



,
33.

  • (mass media)

34. (chat rooms), (message boards) Interactive media
35.

  • virtual showroom interactive consultation

36. Interactive media
37.

38. Interactive media