Title page for etd-0626113-164857


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URN etd-0626113-164857
Author Ching-Ya Weng
Author's Email Address No Public.
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Department Business Management
Year 2013
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Preliminary Study of the Impact of Microfilm and Television Advertising on Advertising Effectiveness
Date of Defense 2013-06-20
Page Count 100
Keyword
  • Microfilm
  • situational factors
  • cognitive
  • affective
  • ad
  • Abstract The Internet not only changes people’s lives but also provides a new way to advertising. Currently, people spend lots of time on the Internet searching for information and entertainment. The advertisers found traditional advertisement like TV commercial lost its popularity among audience, so they look for different ways such as microfilm to communicate with the customers. “Microfilms” refer to short films that covey certain messages with limited investment and time. Although microfilms have no specific definitions and standards, they are still very popular and applied to many fields such as enterprises, the government or non-profit organizations. This research is aimed to differentiate the consumers’ attitude towards traditional TV advertising and microfilm; what antecedent factors would influence the consumers’ attitude before watching the TV ads and microfilms.
    The present study uses experimental design with 2 (Advertising types: ad vs. microfilm) X 2 (Antecedent factors: ad situation vs. microfilm situation) independent variables and consumers’ attitude which is divided into affective component and cognitive component as the dependent variable. The results indicate that two advertising types influence consumers’ attitude differently. Microfilm increases more affective effects on consumers’ attitude while traditional ad increases more cognitive effects on consumers’ attitude. Moreover, when consumers are told to watch microfilm, no matter what types of advertising, consumers have more affective effects on attitudes in this context. On the contrary, when consumers are told to watch traditional ad, no matter what types of advertising, consumers seems to have more cognitive effects on attitudes in this context.
    Advisory Committee
  • Hsuan-Yi Chou - chair
  • Sha-ron Wang - co-chair
  • Chi-Cheng Wu - advisor
  • Min-Hsin Huang - advisor
  • Files
  • etd-0626113-164857.pdf
  • Indicate in-campus at 0 year and off-campus access at 1 year.
    Date of Submission 2014-01-27

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