English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 93779/124226 (75%)
Visitors : 28872337      Online Users : 80
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/57095
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/57095


    Title: 單一與多重媒體重複策略之傳播效果比較
    Comparing Effects of Single and Multiple Media Repetition
    Authors: 張郁敏
    Chang, Yuhmiin
    Contributors: 政大廣告系
    Keywords: 多重媒體;消息來源擴大理論;媒體策略;漸減;廣告重複
    multiple media;source magnification theory;media strategy;wearout;advertising repetition
    Date: 2008
    Issue Date: 2013-03-08 13:54:09 (UTC+8)
    Abstract: 本研究透過實驗室實驗法,探究在多次暴露下,多重與單一媒體重複在傳播效果上的差異。研究結果發現:(1)多重較單一媒體重複產生較高的注意力。而且,多重媒體動複沒有呈現注意力漸減現象,而單一媒體重複則明顯漸減。(2)多重與單一媒體重複的處理動機相當,但兩者並沒有如預期地呈現處理動機漸減的現象。(3)兩種媒體重複策略所產生的廣告態度相當,單一媒體重複在廣告態度上呈現漸減,但多重媒體重複卻無趨向存在。
    This study compared the effectiveness between single and multiple media repetition through a set of lab experiments. The findings revealed several interesting results. First, multiple media repetition leads to significantly higher attention than the counterpart after four exposures of a message. Attention did not wear out from two to four exposures for the multiple media conditions but wore out significantly for the single medium conditions. Both repetition strategies yielded similar level of motivation to process after four exposures, and maintained similar level of motivation from two to four exposures. Finally, although two strategies generated similar attitude toward the advertisement after four exposures, single medium repetition significantly wore out from two to four exposures while the counterpart did not.
    Relation: 中華傳播學刊, 14,231-266
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    14-231-265-a.pdf1467KbAdobe PDF818View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback