店頭感官廣告之效果研究-以蘇菲護墊貨架招貼為例

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题名:	店頭感官廣告之效果研究-以蘇菲護墊貨架招貼為例 A Study on Point of Purchase Advertising Effects of Sensory Shelf Vision—Analyzing Sofy’s Panty liner as an ExampleA Study on Point of Purchase Advertising Effects of Sensory Shelf Vision—Analyzing Sofy’s Panty liner as an ExampleA Study on Point of
作者:	謝妙汶
贡献者:	新聞學系
关键词:	店頭廣告感官貨架招貼廣告效果購買決策
日期:	2007
上传时间:	2010-07-05 09:50:43 (UTC+8)
摘要:	媒體計劃逐漸成為行銷傳播策略的重心，隨著消費者媒體接觸習慣的改變，電視、報紙、雜誌、廣播傳統四大媒體的影響力逐漸衰退，近年來廣告主紛紛將廣告預算轉移至能直接和消費者接觸的分眾媒體以深化廣告溝通效果。店頭廣告是最接近消費者購買時間與地點的媒體，具有臨門一腳的提醒作用，可以影響消費者的購物決策，許多研究指出近六成以上的消費者是在購買地點決定品牌，因此企業主欲延續廣告的效益就必須整合所有的媒體，將產品訊息一路延展至消費者產生購買行為的地點。店頭廣告可以結合視覺、聽覺、觸覺、味覺、嗅覺感官的多重體驗設計，強化消費者對產品的印象並刺激購買行為。觀察台北各家賣場店頭廣告的配置後，本研究以提供觸覺體驗的「蘇菲輕飄體感超薄護墊」為研究案例，在賣場外以面訪調查法蒐集問卷。以得知感官貨架招貼在廣告認知、廣告態度、品牌認知、品牌態度、購買意願的廣告效果。研究發現感官貨架招貼的廣告訊息簡單清楚，有助於形塑受訪者對廣告的認知，不過受訪者是否看到「蘇菲輕飄體感超薄護墊」的廣告，會因為購物頻率而有所差異，購物頻率高的消費者看到廣告的機率比較大；此外受訪者雖然認同感官貨架招貼的廣告表現具有說服力卻不能引起受訪者的興趣；另一方面感官貨架招貼因為提供實品展示可以增加受訪者對品牌名稱的記憶，不過無法提高受訪者對品牌特性的理解；然而感官貨架招貼因為提供實品展示，使受訪者認同蘇菲是值得信任的品牌；雖然感官貨架招貼不能促成受訪者立即購買卻有助於產品優先列入受訪者購買決策的考慮名單。整體而言，感官貨架招貼的廣告溝通效果在廣告認知和品牌態度的表現較突出，至於品牌認知和廣告態度雖然沒有明顯的效果，不過受訪者的互動體驗卻可以提高對於品牌認知和廣告態度的同意度。原則上有觸摸廣告樣品的受訪者比較認同廣告表現是有趣的、有說服力的。 Media planning, in turn, plays a key role in the marketing communication program. Successful marketing requires managing and coordinating marketing message at every contact point the brand or company has with its target audience. Contact points can range from the store or the living room. To persuade audience most effectively, the company must think about all contact points as important in a marketing program. Materials that deliver marketing communication message at the point of sale that facilitate the consumer’s likelihood to purchase. When all the elements of a sale－the consumer, the money and the product－come together at the same time, point of purchase is usually the most effective marketing communication technique. As we move toward a self-service retail environment in which fewer and fewer customers expect help from salesclerks, the role of point of purchase will continue to increase. According to the Point of Purchase Advertising Institute（POPAI）,66 percent of purchase decision are made in the store rather than before entering the store. Point of purchase can include special racks, display cartons, banners, signs, price cards, and mechanical product dispensers. Other merchandising materials designed for in-store use include signage and displays other than P-o-P. Retailers have become expert in the use of store signage（banners, posters, shelf and cooler signs）and window display. More recently, manufacturers are using up-to-date information via computer chips and touch-screen technology. Product visibility is the basic purpose of P-o-P displays. Point of purchase not only reinforces through repetition, it also creates a last-minute association between the campaign and the place of decision. This study investigates the point of purchase advertising effects- analyzing sofy’s panty liner as an example. This research examines the potential effectiveness of sensory shelf vision in enhancing cognition, attitude, brand cognition, brand attitude and purchase intent. Analyzing sofy’s panty liner as an example. Results indicated that sensory shelf vision facilitate shape advertisement cognition and brand attitude but that sensory shelf vision did not enhance advertisement attitude, brand cognition and purchase intent. sensory shelf vision did not promote buying immediately.Because sofy’s sensory shelf vision supply the advertisement sampling, most of consumer had confidence in sofy’s panty liner. In addition, consumer who touched advertisement sampling, they were approved of sofy’s sensory shelf vision is interesting.
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