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國立中山大學 行銷傳播管理研究所 周軒逸所指導 李祐萱的 感受你的聲音:探討ASMR運用於廣告中之效果 (2020),提出Cannes Lions 2021 wi關鍵因素是什麼,來自於ASMR、廣告效果、接收時間、說話者性別、產品類型。
最後網站OUTFRONT | OOH Advertising Services & Marketing Solutions則補充:Welcome to OUTFRONT. We get you America. Watch our Reel. Featured Stories. outfront media outdoor advertising winners of cannes lions. Cannes Lions Winners.
感受你的聲音:探討ASMR運用於廣告中之效果
為了解決Cannes Lions 2021 wi 的問題,作者李祐萱 這樣論述:
近年來,網路上大量出現以ASMR (Autonomous Sensory Meridian Response) 為名的影片,甚至有人將之當成一種治療憂鬱症及失眠的方法,此一現象引起諸多領域學者好奇。過往研究曾以不同機制解釋ASMR的心理狀態,然而卻缺乏檢驗ASMR運用於產品行銷之效果。ASMR一詞於Google及YouTube上的搜尋量逐年上升,越來越多品牌及業者也紛紛相中此一趨勢,推出以ASMR為名的宣傳影片,然而此舉卻引發不同的反應聲量。因此,探討其背後的運作機制、使用時機及方法就顯得十分重要。本研究以ASMR為主題,基於過去對於ASMR 心理機制的研究,並結合基模一致性、處理流暢度、資
訊處理觀點等理論,探討ASMR運用於行銷領域之效果。本研究採實驗法,共進行三個實驗:實驗一為檢測廣告類型 (ASMR vs. 一般廣告) 對消費者愉悅感、產品態度與購買意願的影響,並檢視接收時間的干擾效果;實驗二在廣告類型的差異中,檢測說話者性別的干擾效果;而實驗三則在廣告類型的差異中,檢測產品類型的干擾效果。研究的重要發現為:ASMR廣告(相較於一般廣告)會產生較佳的愉悅感、產品態度與購買意願,且愉悅感中介產品態度和購買意願的生成;ASMR的較佳效果只出現於較長的接收時間,又說話者性別為女性(相較於男性)、當產品類型為享樂型(相較於功能型)時,將會強化ASMR廣告對愉悅感、產品態度與購買意願
的效果。本研究結果為ASMR狀態與技術運用於行銷領域打開全新篇章,並對ASMR的跨領域研究做出理論與實務貢獻。除幫助品牌及業者瞭解ASMR的使用時機及適用產品類型,對商業廣告行銷具有重要的參考價值外,同時也透過本研究檢視使用ASMR為商業廣告背後的新興行銷手法,幫助消費者更理性的做出了解與判斷,進而做出更佳的購物決策。
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#7.2021 Cannes Lions Awards: 3 winning campaigns
The 2021 edition of the prestigious Cannes Lions Awards competition is underway. Here are 3 winning campaigns. 於 brandminds.com -
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#22.Cannes Lions announces 2021 award entry numbers
Cannes Lions has published its entry numbers ahead of next week's Cannes Lions Live running from 21-25 June. 於 www.medianews4u.com -
#23.Cannes Lions 2021: Grand Prix winners - Ad Age
Check back often as we update this page throughout the week with the big winners at the International Festival of Creativity. 於 adage.com -
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In 2021 Bruno was recognized as the most awarded Chief Creative Officer in the world by The Drum, with over 300 awards in total, including 146 Cannes Lions. 於 www.adstars.org -
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#32.Ipsos | Global Market Research and Public Opinion Specialist
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#33.Cannes Lions 2021 Grand Prix Winners In Full
It's a bumper year for Cannes Lions this time, with the awards honouring work from 2020 and 2021 after last year's event was cancelled. 於 www.creativereview.co.uk -
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