软文和平面广告的联合沟通效果研究

被引：1

作者：

王霞 ^{[1
]}

杨晶 ^{[2
]}

机构：

[1] 中国人民大学商学院

[2] 中国人民大学继续教育学院

来源：

中国软科学 | 2013年 / 05期

关键词：

软文; 互补广告; 竞争广告; 品牌熟悉程度;

D O I：

暂无

中图分类号：

F713.8 [广告]; F224 [经济数学方法];

学科分类号：

050302 ; 1403 ; 0701 ; 070104 ;

摘要：

软文正日渐获得企业和学术界的重视。现实中,常常出现一个平面媒体上同时登载某品牌软文和该品牌广告或竞争品牌广告的情景。此时,软文和互补广告是否能够达到"双剑合璧"的效果?竞争广告是否一定会抑制软文的沟通效果?论文通过两个实验,深入分析和比较软文和互补广告及竞争广告的联合沟通效果。研究发现,软文和平面广告联合发布过程中,软文与互补广告的联合沟通效果并不一定高于与竞争广告的联合沟通效果。对于不熟悉品牌,软文和互补广告的联合沟通效果好于和竞争广告的联合沟通效果;对于熟悉品牌,软文和互补广告的联合沟通效果与和竞争广告的联合沟通效果没有显著差异,甚至在趋势上软文和竞争广告的联合沟通效果更好。

引用

页码：100 / 109

页数：10

共 20 条

[1]

卷入影响广告理性诉求信息加工效果的眼动研究[J]. 周象贤,金志成.心理学报. 2009(04)

[2]

The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice[J] . Rosellina Ferraro,James R. Bettman,Tanya L. Chartrand.Journal of Consumer Research . 2009 (5)

[3] The effect of competitive advertising interference on sales for packaged goods [J].

Danaher, Peter J. ;

Bonfrer, Andre ;

Dhar, Sanjay .

JOURNAL OF MARKETING RESEARCH, 2008, 45 (02) :211-225

[4]

The Moderating Influence of Advertising Context on Ad Repetition Effects: The Role of Amount and Type of Elaboration[J] . Prashant Malaviya.Journal of Consumer Research . 2007 (1)

[5] An examination of different explanations for the mere exposure effect [J].

Fang, Xiang ;

Singh, Surendra ;

Ahluwalia, Rohini .

JOURNAL OF CONSUMER RESEARCH, 2007, 34 (01) :97-103

[6]

The Defensive Consumer: Advertising Deception, Defensive Processing, and Distrust[J] . Peter R. Darke,Robin J. B. Ritchie.Journal of Marketing Research . 2007 (1)

[7]

Audience Response to Product Placements: An Integrative Framework and Future Research Agenda[J] . SivaK. Balasubramanian,JamesA. Karrh,Hemant Patwardhan.Journal of Advertising . 2006 (3)

[8]

Competitive advertising and ad repetition effects: comparing high-share and low-share brands[J] . Michel Laroche,Mark Cleveland,Irene Maravelakis.International Journal of Advertising . 2006 (3)

[9]

AN EMPIRICAL INVESTIGATION OF THE INTERACTION BETWEEN PUBLICITY, ADVERTISING, AND PREVIOUS BRAND ATTITUDES AND KNOWLEDGE[J] . Claire Stammerjohan,Charles M. Wood,Yuhmiin Chang,Esther Thorson.Journal of Advertising . 2005 (4)

[10]

Memory Interference in Advertising: A Replication and Extension[J] . Anand Kumar,Shanker Krishnan.Journal of Consumer Research . 2004 (4)

← 1 2 →