通过预付费 Sim 卡广告的效果分析媒体语境和广告创意对消费者品牌选择态度的影响

T. Prista, Jeffry H. Sinaulan, Yoga Fortuna
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引用次数: 0

摘要

销售电话行业的竞争日趋激烈,这有助于供应商更深入地传播其产品和服务。消费者面临许多品牌选择。本研究旨在分析广告效果对改善预付费 Sim 卡品牌态度的影响。广告效果可以通过选择适当的媒体环境和创意广告来提高。研究的问题是如何从影响品牌态度的媒体语境和创意角度提高广告效果。在此基础上,研究完成了一个理论模型和六个假设,并使用结构方程模型(SEM)进行了检验。本研究的样本是西爪哇省勿加泗县 Cikarang 工业区的工人预付费 SimCard 消费者。从分析结果来看,结构方程模型符合无修正指数标准;Chi Square 51.310 (< 53.38) GFI= 0.516 (>0.9) RMSEA =0.059 ((0.05))。结果表明,可以通过提高广告效果来增强消费者对品牌的态度。影响广告效果的因素包括媒体环境和创意。本研究的理论意义在于,媒体环境会影响创意、广告效果和对品牌的态度。对管理者的启示是,品牌选择、品牌认知、信息媒体环境和原创广告是需要考虑的重要因素。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analysis of the Influence of Media Context and Advertising Creativity on Consumer Attitudes in Brand Selection through the Effectiveness of Prepaid Sim Card Advertising
Sell ​​phone industries have become more competitive, it helps the providers communicate their products and services more intensively. Consumers face many brand choices. This research aims to analyze the influence of advertising effectiveness which can improve the attitude toward the brand of prepaid Sim Card. The advertising effectiveness can be enhanced by selecting the appropriate media contexts and creative advertising. The research problem is to know how to improve the advertising effectiveness from the media context and creativity point of view that influences the attitude toward the brand. Based on this case, a theoretical model and six hypotheses were completed to be tested using the Structural Equation Model (SEM). The sample of this research is consumers of prepaid SimCard to wokers in the industrial area of ​​Cikarang, Bekasi Regency, West Java Province. From the result of this analysis, the Structural Equation Model has fulfilled the Gooness of Fix Index criteria; Chi Square 51.310 (< 53.38) GFI= 0.516 (>0.9) RMSEA =0.059 (<0.08) CFI =0.892 (limit margin from 0.95). CNIM/DF=1.350, Probability =0.073 >(0.05). The results show that the attitude toward the brand can be enhanced by improving the advertising effectiveness. Factors that affect the advertising effectiveness are media context and creativity. The theoretical implication from this research is that media context and influence creativity, advertising effectiveness and attitude toward the brand. Managerial implications suggest that brand choice, brand recognition, informative media context and original advertising are important factors to be considered
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