受众需求状况、名人代言、广告词和产品成熟度对手机广告效果的影响被引量：5

The Influence of Audience Needs,Product Image Spokesmen,Ad.Remarks and Brand Maturity on the Effect of Cell-phone Advertisements

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摘要以手机广告为例,通过两个实验探讨了受众需求状况、名人代言、广告词和产品成熟度对广告效果的影响。结果发现,名人效应和品牌效应显著;需求状况、产品类型以及代言人类型间的交互作用显著。不同类型广告词的使用对广告效果的影响没有显著差异。 Two studies explored the influence of audience needs, product image spokesmen, ad remarks and brand maturity on the effect of cell-phone advertisements. The first experiment showed that the celebrity effect and brand effect were significant; the interactions of audience and types of products and spokesmen were significant, the second experiment showed that ad remarks influenced the effect of advertisement weakly, but there was significance difference between mature and new brands.

作者王沛关文军

机构地区上海师范大学教育学院西北师范大学教育学院

出处《心理科学》 CSSCI CSCD 北大核心 2008年第6期1385-1388,共4页 Journal of Psychological Science

基金上海市教育委员会重点学科资助项目编号:J50403

关键词代盲人需求状况品牌类型广告词 celebrity effect, the demand of subject, brand maturity, rational advertisement, emotional advertisement

分类号 F713.8 [经济管理—广告]

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