Hiệu quả của quảng bá so với quảng cáo: một nghiên cứu phân tích tổng hợp về các yếu tố điều chỉnh

Martin Eisend1, Franziska Küster2
1European University Viadrina, Frankfurt (Oder), Germany
2Marketing-Department, Free University Berlin, Berlin, Germany

Tóm tắt

Nghiên cứu này cung cấp câu trả lời cho câu hỏi liệu và trong điều kiện nào mà quảng bá có hiệu quả hơn hoặc kém hơn quảng cáo. Quảng cáo đề cập đến việc truyền thông có trả phí xác định nhà tài trợ của thông điệp, trong khi quảng bá là thông tin đảm bảo không gian biên tập trong các phương tiện truyền thông cho mục đích quảng bá và không có nhà tài trợ xác định. Lợi thế chính của quảng cáo so với quảng bá là sự kiểm soát của nhà tài trợ đối với nội dung thông điệp; những bất lợi của nó là sự hoài nghi của khán giả và thiếu độ tin cậy. Chúng tôi điều tra sự đánh đổi giữa các hiệu ứng độ tin cậy và các hiệu ứng trong quá trình xử lý và đánh giá nội dung thông điệp của người nhận. Kết quả của một mô hình phương trình cấu trúc phân tích tổng hợp cho thấy hiệu ứng độ tin cậy tích cực của quảng bá trung bình mạnh hơn khoảng ba lần so với hiệu ứng đánh giá thông tin, điều này hỗ trợ cho sự vượt trội tổng thể của quảng bá so với quảng cáo. Tuy nhiên, hiệu ứng này bị điều chỉnh bởi kiến thức trước đó và chỉ áp dụng cho các sản phẩm mà người nhận chưa có kiến thức trước đó. Các hiệu ứng thay đổi đối với các sản phẩm đã biết khi quảng cáo trở nên vượt trội. Sự hiệu quả của quảng bá phụ thuộc vào các biến điều chỉnh khác. Cụ thể, các nghiên cứu học thuật có xu hướng đánh giá thấp những hiệu ứng thực sự của quảng bá so với quảng cáo do các tác động thí nghiệm. Các chiến dịch kết hợp quảng bá và quảng cáo làm yếu đi các hiệu ứng của quảng bá, trong khi quảng cáo bài viết (tức là, quảng cáo được ngụy trang như tài liệu biên tập) hiệu quả hơn, vì chúng kết hợp được những lợi thế của cả quảng bá và quảng cáo. Các kết quả này có ý nghĩa lý thuyết và thực tiễn.

Từ khóa

#quảng bá #quảng cáo #độ tin cậy #hiệu quả #chiến dịch truyền thông #nghiên cứu phân tích tổng hợp

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