A Study on Differences between Experts and Consumers in Creative Advertising Effect regarding Commercial TV Advertisement


Advertisement can be seen everywhere in life and is also the main tool for communication with consumers. In today's advertising media, The TV advertisement has the highest budget, the widest coverage, and powerful audio-visual effects. And a good TV commercial must have good performances in order to attract the attention of consumers. However, when it comes to TV advertisement, most of them are created by the design team. Therefore, this study wants to explore whether advertising experts and consumers comprehend creative advertisement is different? Also understand whether highly creative advertising and advertising effect (communication, memory, attractiveness, and effectiveness) are positively correlated? The study process is divided into three phases. The first stage: collecting and filter TV commercials, after extensive collection of TV commercials, filter attractive TV ads by rating by 30 consumers. The second stage: the advertising effectiveness score, will be targeted for the TV commercials selected in the first step, please 6 experts and 30 consumers to evaluate the effectiveness of advertising (communication, memory, attractiveness, interest). The third stage: understanding the differences between experts and consumers through statistical analysis such as correlation analysis, cluster analysis, and comparison of averages. The research results can be used as a reference for the design team in designing TV commercials in the future.

Author Information
Chun-Wei Ke, Southern Taiwan University of Science and Technology, Taiwan
Hung-Yuan Chen, Southern Taiwan University of Science and Technology, Taiwan

Paper Information
Conference: ACAH2019
Stream: Humanities - Media, Film Studies, Theatre, Communication

This paper is part of the ACAH2019 Conference Proceedings (View)
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Posted by James Alexander Gordon