本文關(guān)鍵詞： 植入式廣告 影視 品牌態(tài)度 營(yíng)銷(xiāo)　出處：《河北大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)時(shí)代快速席卷而來(lái),新型媒體的迅猛興起,大數(shù)據(jù)不斷的膨脹,電視媒體的主導(dǎo)地位的迅速弱化,這樣使得傳統(tǒng)廣告受到前所未有的打擊。廣告的創(chuàng)新或者廣告的新形式的出現(xiàn)是解決廣告界尷尬地位唯一選擇。植入式廣告的出現(xiàn)改變了廣告目前的所處的“瓶頸”,同時(shí)帶來(lái)新的營(yíng)銷(xiāo)模式,在廣告界和營(yíng)銷(xiāo)界以及影視界都帶來(lái)不小的反應(yīng)。植入式廣告雖然起源于國(guó)外,但植入式廣告在中國(guó)的發(fā)展不容小視。雖然植入式廣告的發(fā)展早已從電影深入到各個(gè)電視節(jié)目,網(wǎng)絡(luò)游戲,新興媒介等各個(gè)載體,但影視方面的植入式廣告更趨于成熟,這對(duì)于研究影視植入式廣告更具有代表性。品牌態(tài)度是指消費(fèi)者通過(guò)學(xué)習(xí)模式最終以欣賞不欣賞的心態(tài)對(duì)品牌發(fā)生習(xí)慣性反應(yīng)的傾向。品牌態(tài)度展現(xiàn)了消費(fèi)者對(duì)品牌的總體評(píng)價(jià),它最終不僅影響消費(fèi)者的購(gòu)買(mǎi)意圖還會(huì)影響消費(fèi)者的購(gòu)買(mǎi)行為,同時(shí)影響品牌傳播的效果以及認(rèn)知,由此可知使消費(fèi)者形成良好的品牌態(tài)度是十分重要的。由此可以得出一個(gè)結(jié)論:本文研究植入式廣告對(duì)品牌態(tài)度的影響具有一定的現(xiàn)實(shí)研究?jī)r(jià)值。本文通過(guò)查閱大量的文獻(xiàn)和文獻(xiàn)的整理,最終采取將廣告植入顯著度和影視作品的受眾認(rèn)知作為測(cè)量影視植入式廣告的兩個(gè)維度。態(tài)度是對(duì)認(rèn)知、情感以及行為傾向的綜合評(píng)價(jià)。對(duì)于評(píng)價(jià)品牌態(tài)度可以從認(rèn)知因素、情感因素和行為因素三者的評(píng)價(jià)。因此,本文將品牌意識(shí)、品牌評(píng)價(jià)以及購(gòu)買(mǎi)意愿這三個(gè)指標(biāo)作為品牌態(tài)度的測(cè)量維度。通過(guò)文獻(xiàn)整理,我們得出植入式廣告的兩個(gè)維度對(duì)品牌態(tài)度各維度的影響的假設(shè),然后設(shè)計(jì)問(wèn)卷,發(fā)放以及收集后對(duì)數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析,包括知與品牌評(píng)價(jià)不顯著相關(guān),只有受眾認(rèn)知與購(gòu)買(mǎi)意愿的相關(guān)性與假設(shè)一致。在驗(yàn)證結(jié)果下,通過(guò)兩個(gè)方面闡述其對(duì)營(yíng)銷(xiāo)方面的啟發(fā),希望這些描述性統(tǒng)計(jì)分析、相關(guān)分析、回歸分析、方差分析。最后通過(guò)統(tǒng)計(jì)手段研究發(fā)現(xiàn),影視植入式廣告對(duì)品牌態(tài)度的三個(gè)維度的假設(shè)的結(jié)果并不相同。影視植入式廣告的顯著度對(duì)品牌意識(shí)、品牌評(píng)價(jià)和購(gòu)買(mǎi)意愿都成顯著地正向關(guān)系,和先前的假設(shè)是一致的。在影視劇中受眾認(rèn)知方面的假設(shè)與檢驗(yàn)后的結(jié)果出現(xiàn)一定的反差。受眾認(rèn)知與品牌意識(shí)的不相關(guān)性,以及受眾認(rèn)知與品牌評(píng)價(jià)的不顯著相關(guān),只有受眾認(rèn)知與購(gòu)買(mǎi)意愿的相關(guān)性與假設(shè)一致。在這樣的驗(yàn)證結(jié)果下通過(guò)兩個(gè)方面闡述對(duì)營(yíng)銷(xiāo)方面的啟發(fā),希望這些啟發(fā)能夠?qū)τ耙曋踩胧綇V告方面具有一定的現(xiàn)實(shí)指導(dǎo)價(jià)值。同時(shí)指出本次研究的不足和缺陷,希望接下來(lái)對(duì)相關(guān)方面研究的學(xué)者在研究中更具科學(xué)性和完整性。
[Abstract]:With the rapid development of the Internet era, the rapid rise of new media, the expansion of big data and the weakening of the leading position of TV media, The innovation of advertising or the emergence of new forms of advertising is the only way to solve the embarrassing position of advertising. The emergence of implantable advertising has changed the current "bottle" of advertising. "neck," while bringing a new marketing model, In advertising, marketing and film and television, there has been a great deal of reaction. Although implantable advertising originated abroad, the development of implantable advertising in China should not be underestimated. Although the development of implantable advertising has long gone from films to various television programs, Online games, emerging media and other carriers, but the film and television implantable advertising more mature, This is more representative for the study of film and television placement advertising. Brand attitude refers to the tendency of consumers to react to the brand through learning mode with the attitude of appreciation and disappreciation. Brand attitude shows consumers' attitude towards the brand. Overall brand evaluation, It will affect not only the purchase intention of consumers, but also the purchase behavior of consumers, and the effect and cognition of brand communication. From this, we can see that it is very important to make consumers form a good brand attitude. From this, we can draw a conclusion: the study of the influence of implantable advertising on brand attitude has certain practical research value. A large number of documents and the collation of documents, Finally, the two dimensions of advertising placement significance and audience cognition are adopted. Attitude is the comprehensive evaluation of cognition, emotion and behavioral tendency. The evaluation of brand attitude can be based on cognitive factors. Therefore, this paper regards brand awareness, brand evaluation and purchase intention as the measurement dimensions of brand attitude. We draw the hypothesis that the two dimensions of implantable advertising influence each dimension of brand attitude, then design a questionnaire, distribute and collect statistical analysis of the data, including that there is no significant correlation between the two dimensions and brand evaluation. Only the relevance and hypothesis of audience cognition and purchase intention are consistent. Under the verification results, this paper expounds its inspiration to marketing from two aspects, hoping that these descriptive statistical analysis, correlation analysis, regression analysis, Analysis of variance. Finally, through statistical research, we found that the results of the three dimensions of film and television placement advertising attitude to brand are not the same, the significance of film and television placement advertising to brand awareness, Brand evaluation and purchase intention are both significantly positive, consistent with previous assumptions. There is a certain contrast between the assumptions of audience cognition and the test results in movies and TV series, and there is no correlation between audience cognition and brand awareness. And the audience cognition and brand evaluation are not significantly related, only the audience cognition and purchase intention are consistent with the hypothesis. It is hoped that these enlightenments will have certain practical guiding value in the field of film and television placement advertising. At the same time, this paper points out the deficiencies and defects of this study, and hopes that the scholars concerned will be more scientific and complete in the research.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F713.8

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本文編號(hào)：1515106