电视栏目与冠名广告契合度评价量表构建研究.pdfVIP

摘要 摘 要 冠名电视栏目是我国电视广告的主要形式之一，但是电视栏目与冠名广告 之间的“契合”程度却多凭直观感受而模糊地判断，缺乏一套客观而精准的量 表来评价。本研究试图通过实证研究发展出一个基于我国具体情况的电视栏目 与冠名广告之间契合度的评价量表。本研究沿着从初级指标的归纳，到各指标 权重值的确定，再到量表的最终建立的基本路径，采用了文献分析法、问卷调 查法等研究方法，并运用了因子分析、信度分析等统计技术和 SPSS 统计软件 对调查数据进行分析，最终获得了一个由3 个类别12 个指标构成的电视栏目与 冠名广告契合度评价量表，并尝试着运用该量表对加多宝《中国好声音》和立 白洗衣液《我是歌手》进行了契合度测评。 关键词：电视栏目；冠名广告；契合度；评价量表 I 万方数据 Abstract ABSTRACT The naming advertising of TV programs is a primary form of TV commercials in our country. However, the fit between TV programs and naming advertising has been always judged ambiguously and intuitively. There is short of an objective and accurate evaluation scale to evaluate it. This study attempts to explore an evaluation scale of the fit between TV programs and naming advertising on the basis of the specific situation in our country through empirical research. The study is along the research route from concluding preliminary indicators, determining weighted value for every indicator, to ultimately building up the scale. The Documentary Analysis, Questionnaire Survey and other research methods are applied. Besides, the study has used of some statistics methods such as factor analysis and reliability analysis to analyze data with SPSS. Ultimately, a scale with three categories and twelve indicators is got. Then it is applied to evaluate the fit of the JDB The Voice of China and the Liby laundry detergent I am a Singer . Key Words: TV program; naming advertising; fit; evalu