| 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 |
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| 引用本文： | 王沛,关文军. 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[J]. 心理科学, 2008, 31(6): 1385-1388 |
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| 作者姓名： | 王沛 关文军 |
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| 作者单位： | [1]上海师范大学教育学院,上海200234 [2]西北师范大学教育学院,兰州730070 |
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| 基金项目： | 上海市教育委员会重点学科资助;项目 |
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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问的交互作用显著.不同类型广告词的使用对广告效果的影响没有显著差异.
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| 关 键 词： | 代言人 需求状况 品牌类型 广告词 |
The Influence of Audience Needs,Product Image Spokesmen,Ad.Remarks and Brand Maturity on the Effect of Cell-phone Advertisements |
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| Wang Pei,Guan Wenjun. The Influence of Audience Needs,Product Image Spokesmen,Ad.Remarks and Brand Maturity on the Effect of Cell-phone Advertisements[J]. Psychological Science, 2008, 31(6): 1385-1388 |
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| Authors: | Wang Pei Guan Wenjun |
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| Affiliation: | Wang Pei1,Guan Wenjun2 (1 Department of Psychology,Education College,Shanghai Normal University,Shanghai 200234) (2 Department of Psychology,School of Education,Northwest Normal University,Lanzhou 730070) |
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| Abstract: | 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. |
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| Keywords: | celebrity effect the demand of subject brand maturity rational advertisement emotional advertisement |
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