ผลของบริบทของรายการโทรทัศน์ต่อประสิทธิผลของโฆษณา

Abstract

The purposes of this study were to examine the main and interaction effects of the elements of television program context on advertising effectiveness by using the 2×2×2 factorial experimental research design. The elements of television program context were: (1) degree of congruency between program context and advertising, (2) degree of program involvement, and (3) emotion. The study was conducted with 240 undergraduate students during February 2008. The finding showed that program involvement was the only factor mainly effecting on brand recall and recognition. For interaction effects, there was no interaction effect between degree of congruency and program involvement. Meanwhile, interaction effects between degree of congruency and emotion were found on product category recall, brand recall and recognition. Furthermore, the results indicated that degree of program involvement and emotion jointly had an effect on brand recognition, attitude towards the brand, and purchase intention. Finally, there were interaction effects among the three factors on attitude towards the advertisement, attitude towards the brand, and purchase intention.