植入式与非植入式广告效果的实验分析-experimental analysis of the effects of implanted and non-implanted advertisements.docx

Abstr Abstract Shanghai Normal University Master of Psychology 万方数据 万方数据 measure of the real brand advertising audience memories and preferences and found that: whether immediate or delayed quiz tests, non-invasive advertising brand recall the results are significantly better than the memory effect placement brand; similarly, the effect of the non-implanted advertising brand recognition are significantly better than the placement brand recognition results with the experimental findings of a phase one. Experimental results derived preference is more complex, reflected in the brands advertising methods and test methods implanted two factors main effect was not significant, but there was an interaction between the two, through the simple effect analysis found that in non-placement under the conditions, the preference for instant scoring test scores significantly higher preference for scoring delay test results, which are consistent with the results of an experiment, indicating that familiarity is an important factor is the impact of advertising brand advertising effectiveness, that familiarity leads like this in the second experiment also applicable. Through research we found: First experimental study of virtual advertising the brand, before being tested for advertising brand neither any memory, but no likes and dislikes of the points, to arrive at these conclusions. These findings may provide new products just listed learn advertising and marketing; second experiment is the study of the real brand advertising, since the subjects of these brands have past experience, the study concluded that the more complex and less easily explained it is today the placement effect of difficulties and challenges lies. Experiments I and II experiments have proved that the advertising brand familiarity is an important factor in the evaluation of the impact of brand advertising; brand preference results also reflect the effect on simple exposure. Making advertising branding process, we h