| 摘要: | 由於現今3G用戶增加，衍生出行動應用服務的市場，因此行動廣告就成為新一代廣告業者所搶攻的區域。而現今國內廣告主對於行動廣告的認知與採用仍處於剛起步的階段，要使行動廣告產業環境發展成熟，必須從廣告主之需求、消費者之觀點以及行動廣告服務供應商所提供的廣告策略進行多方探討。故本研究透過與太古福斯汽車及廣告代理商合作，以太古福斯汽車的互動式簡訊做為實證個案，以持有智慧型手機之民眾做為太古汽車目標群眾，經由其互動式簡訊發送問卷，用便利抽樣方式進行調查，此利於瞭解目標群眾收到其互動式簡訊的廣告態度，再個別針對廣告執行人員與五位的目標群眾輔以深度訪談法，深入探討其廣告執行人員執行的策略與目標群眾對於互動式簡訊的娛樂性、干擾性、確實性、資訊性之觀感；並以其互動式簡訊的點閱率作為效果評估之一，希望藉由操作互動式簡訊的實際活動，探討行動廣告之實際效果。
本研究於2012年2月25日與2012年3月25日兩個假日先後針對太古福斯汽車持有智慧型手機的目標群眾，發放六千封附有十題簡易式問卷的互動式簡訊。回收結果中，在六千封的互動式簡訊中，一共收回問卷30份，回收率為0.05%；在點閱率方面，點閱廣告的人數則為170人；研究結果顯示：在30份問卷中，填寫問卷的目標群眾都不認為互動性簡訊是干擾，而且較願意點開閱讀訊息，但民眾在於賞車意願上，並無明顯的賞車意願或行動；而在訪談結果中，訪談民眾點出互動式簡訊只能吸引注意，但影響民眾閱讀互動式簡訊的最大因素為簡訊內容是否為民眾有興趣的商品；另外，訪談民眾認為在購買汽車這類高單價的商品，需要更多的資訊涉入，單以互動式簡訊廣告難以影響其購買高單價的汽車商品的決策。因此，本研究從整體研究結果看來，不管是問卷或者訪談結果都顯示互動式簡訊此種廣告類型是為民眾可接受的，但效益不如原先預期，並可得知在商品的類別和價位是影響民眾購買意願最大的因素，而在購買的決策上，還需要更多行銷策略來配合推廣。
Following the decline of advertising via traditional media, the rise of the internet gave advertisers a ray of hope. Yet after the internet bubble, the advertising industry braced itself for another drastic change. Today, the ever-increasing number of 3G users not only helps breathe new life into the advertising industry, it shines the spotlight on the services of the mobile industry as a whole. Consequently, the mobile marketplace has become the new battleground for the advertising industry.
Currently, researches on domestic mobile advertising have mainly focused on results of these advertisements. Most of these researches have focused on the effects that contents have on the users, while consumer attitude studies numbered second. Yet as mobile advertising is viewed as a new medium, when compared with traditional media, it still has not demonstrated clear, evident effectiveness. Therefore, while many advertisers have shown interest, the ratio between actual advertisement and intent to advertise has been found to be low. As domestic academic researchers have rarely focused on any single mobile advertisement campaign as a case study, this research intends to investigate mobile advertising industry’s current state and future development. With Taikoo Volkswagen and its advertising agency’s help, this paper will study Taikoo Motor’s interactive short messaging service as an actual case. This research will focus on user clicks after receiving the SMS advertisement, correlated with receiver attitude questionnaire results, and analyze the effectiveness of the SMS advertisement campaign reaching its intended audience. In addition, this paper will provide recommendations which can be utilized in actual practice.
On the two holidays, February 25, 2012 and March 25, 2012, the present study sent successively six thousands of interactive text messages containing a simple questionaire about the Certified Pre-Owned Car Corporation to the target public using a smart phone. As to the results, among the six thousands of interactive text messages, only a total of 30 questionaires were retured and the response rate is 0.05%. As to the clickthrough rate, a total of 170 persons clicked the advertising. According to the results of the present study, it shows: among the 30 retured questionaires, all the target public who chose to fill in the questionnaire didn’t think an interactive text message was bothering or intervening and they were more willing to click to know more about the information but they were not more willing to see or check a car. According to the results of the interviews, the interviewed persons indicated that the interactive text message could only attract people’s attention but the main reason why an interactive text message can and can’t lead people to read the contents of the interactive text message was the the product in question. Besides, the interviewed persons considered that they needed to obtain more information when they planed to buy a car because it was a high-priced product so that simply an interactive text message can’t produce any effect on their decision of the purchase of a high-priced product, such as car. Therefore, according to the overall results of the present study, both the questionnaire and interviewed persons show that people can accept the mobile ad such as interactive text message. But the effectiveness of such kind of ad is far lower than the previous expectation. And, it also shows that the category and price of a product is the main deciding factor over people’s purchase intention. Therefore, for the purchase decision-making, it is suggested to propose more marketing strategies to promote the product in question. |
