Ảnh hưởng của sự sáng tạo đến sự thẩm thấu và mòn trong quảng cáo

Springer Science and Business Media LLC - Tập 44 - Trang 334-349 - 2014
Jiemiao Chen1, Xiaojing Yang2, Robert E. Smith3
1Department of Marketing, Monash University, Caulfield East, Australia
2Sheldon B. Lubar School of Business, University of Wisconsin-Milwaukee, Milwaukee, USA
3Marketing Department, Kelley School of Business, Indiana University, Bloomington, USA

Tóm tắt

Cả sự sáng tạo trong quảng cáo và tần suất quảng cáo đều đóng vai trò quan trọng trong chiến lược quảng cáo. Do đó, việc hiểu cách chúng tương tác lẫn nhau trong hiệu quả quảng cáo là rất quan trọng về mặt thực tiễn và lý thuyết. Sau khi xem xét các lý thuyết hiện tại, chúng tôi dự đoán các tương tác ba chiều giữa: sự khác biệt, sự liên quan và tần suất trên sáu biến phụ thuộc quan trọng. Sử dụng thiết kế thí nghiệm giữa các đối tượng 2×2×3, chúng tôi nhận thấy rằng hình dạng chữ U ngược cổ điển (được tìm thấy trong các nghiên cứu về tần suất trước đó) chỉ xuất hiện đối với các quảng cáo có sự khác biệt và liên quan thấp. Ngược lại, các quảng cáo sáng tạo (có sự khác biệt và liên quan cao) có sự thẩm thấu ngay lập tức và hầu như không có dấu hiệu bị mòn ngay cả khi bị xem nhiều lần. Các mức độ khác nhau của sự khác biệt và liên quan tạo ra sự thẩm thấu ngay lập tức nhưng có biểu hiện bị mòn khi xem nhiều lần. Các nhận định về quản lý quảng cáo và lập trình truyền thông cũng được thảo luận.

Từ khóa

#Sáng tạo quảng cáo #tần suất quảng cáo #hiệu quả quảng cáo #sự thẩm thấu #sự mòn #sự khác biệt #sự liên quan.

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