基于网络调查的广告效果研究
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摘要
对广告效果的探究自广告诞生之时就已开始。进入21世纪,中国广告市场已经成长为成为全球顶尖的三大广告市场之一,对广告效果的研究因此更具价值。但多年来,“不知道浪费掉的一半广告费在哪里”始终困扰着研究者和从业人员。互联网、尤其是移动互联网的快速发展对解答这一问题提供了契机。本研究试图在网络传播的背景下,利用网络调查这一新方法,对广告效果的研究有所贡献。
通过对文献检索发现,目前对基于网络调查的广告效果研究在国内尚属空白,与之相近的网络广告效果研究虽有成果出现,但也存在实践先行、理论滞后的现状,缺乏系统的理论模式和架构。在对“网络调查”的研究成果进行梳理后,本研究认为网络调查是一切通过互联网展开的调查研究。依据网络这一媒介在其中所扮演的角色差异,它可以被分为两大类：网络化的传统调查方法和基于新的网络技术所产生的调查方法。对“广告效果”的研究成果综述后,本研究所界定的广告效果为广义的广告效果,是关注对广告在目标消费者认知、态度和行为方面引发的效果。
针对目前对网络调查真实性的质疑,本研究从主体、方法、内容、身份和真实性标准几个方面入手,从逻辑上证实了网络调查的真实性。在此基础上,辅以统计学领域研究成果和实证调查数据,证实网络调查具有真实性。使本研究所使用的研究方法有了合理存在的基础。
在互联网传播时代,广告效果的产生发展过程已经有了重要改变。目前的广告效果模式虽有少数在其中加入了反馈机制,但对网络传播现实仍缺乏说服力和概括力。本研究立足广告在互联网中传播的特征,提出交互模式。该模式包含点击(click)、搜索(search)、处置(process)、分享(share)和行动(action)五个主要部分。这些行为并非简单的链状或环状形态,也不是简单的某些行为之间存在反馈,而是一种交互的网状结构存在。该模式使网络传播中的广告效果由独立指标演变为包含单一行为数量指标、单一行为结果指标、行为间关联演化指标和行为对比指标四大类指标的综合指标体系。在这一指标体系指导下,本研究利用基于新的网络技术所产生的调查方法对《中国制造》视频广告和沃尔沃C30试驾招募广告活动进行了广告效果调查。结果证实,交互模式能建构更完善的网络广告效果系统,利用网络调查能获知更全面的广告效果。
但交互模式的局限在于无法了解不公开表达的态度,网络化的传统调查方法可以弥补这一缺憾。本研究利用这一类网络调查方法,对荷兰皇家电信标志更换效果和电影《杜拉拉升职记》中的植入广告效果进行了调查,着重关注了被调查对象的态度效果。
综合上述实证结果,本研究认为在网络传播背景下,网络调查是一项非常有价值的广告效果研究方法。网络调查利用交互模式所构建的广告效果指标体系,能全面把握互联网广告的效果。对比目前所使用的单一指标,这一指标体系丰富了对网络广告效果的认知和把握。针对非网络广告的效果研究,网络调查同样可行并具有很高的商业价值。
在本研究中获取的实证数据没能对交互模式下的所有效果指标进行验证,研究过程中缺乏对消费者的人文关照是本研究的不足,这也成为未来研究的主要方向。
The research of advertising effect has started from the birth of advertising. In the21st century, with China's advertising market growing to be one of the three largest in the world, the research of advertising effect becomes more significant than ever. However, many researchers and advertising employees still puzzle at the problem of "where the remaining half of the advertising expense is wasted". Now the fast development of internet, especially the mobile internet has provided an opportunity to solve this problem. The thesis has tried to make a contribution to the research of advertising effect through internet-based survey in the context of internet communication.
In the process of literature search, it is found that there is no research on advertising effect based on internet-based survey. The similar research on online advertising effect though has produced results to some extent, presents the status of "practice coming fist, theory lagged behind" and lacks systematic theoretic mode and architecture. After sorting out the research results on "internet-based survey", the thesis thinks that the online survey covers all kinds of researches through internet. Internet-based survey can be divided into two classifications depending on the role that the internet plays, namely, online traditional research method and the research method that comes from new internet technologies. The advertising effect mentioned in this thesis is in a generalized sense, which is including cognition, attitude and action.
For the query of authenticity in the online survey, the thesis has proved in the aspect of main body, method, content, identity and authenticity standard. In addition, the research has also made use of the research results in statistics and data in empirical investigation to further prove the authenticity in the online survey, which makes the research method applied in this research feasible.
In the era of internet communication, the occurrence and development process of advertising effect has changed significantly. The modes of advertising effect at present are not convincing and generalized to meet the status quo of internet communication, though some of them may include feedback system. Based on the characteristics of advertising in internet communication, the research has proposed the interactive mode, covering click, search, process, share and action, which are combined together neither in linear chain, nor by simple feedback in some of them, but in the way of interactive network structure. The mode makes the advertising effect in internet communication a comprehensive index system instead of an independent index. Under this index system, the research has applied the research method based on new internet technology to carry out an investigation on the effect of "Made in China" and Volve C30test drive recruitment advertisement. The results have confirmed that the interactive mode helps perfect the internet advertising effect system and that the internet-based survey helps learn more about advertising effect.
However, the interactive mode fails to learn the private attitude to the advertising. Fortunately, the online traditional research method can make up for it. The research has applied this method to investigate on the logo change of KPN and the product placement effect in the movie "Go Lala Go", laying emphasis on the attitude of the respondents.
To sum up, the research has concluded that the internet-based survey is a quite significant research method to advertising effect in the context of internet communication. The internet-based survey helps researchers learn the overall advertising effect with the index system mentioned above. Compared with the individual index that is commonly used at present, this index system enriches the cognition and control over online advertising effect. To the researches on other advertisement, the internet-based survey is also feasible and has high commercial value.
The thesis is limited in verifying all the effect index of the interactive mode with the empirical data and lacking humanistic care to consumers in the research, which can be a main topic in the research that follows.
通过对文献检索发现,目前对基于网络调查的广告效果研究在国内尚属空白,与之相近的网络广告效果研究虽有成果出现,但也存在实践先行、理论滞后的现状,缺乏系统的理论模式和架构。在对“网络调查”的研究成果进行梳理后,本研究认为网络调查是一切通过互联网展开的调查研究。依据网络这一媒介在其中所扮演的角色差异,它可以被分为两大类：网络化的传统调查方法和基于新的网络技术所产生的调查方法。对“广告效果”的研究成果综述后,本研究所界定的广告效果为广义的广告效果,是关注对广告在目标消费者认知、态度和行为方面引发的效果。
针对目前对网络调查真实性的质疑,本研究从主体、方法、内容、身份和真实性标准几个方面入手,从逻辑上证实了网络调查的真实性。在此基础上,辅以统计学领域研究成果和实证调查数据,证实网络调查具有真实性。使本研究所使用的研究方法有了合理存在的基础。
在互联网传播时代,广告效果的产生发展过程已经有了重要改变。目前的广告效果模式虽有少数在其中加入了反馈机制,但对网络传播现实仍缺乏说服力和概括力。本研究立足广告在互联网中传播的特征,提出交互模式。该模式包含点击(click)、搜索(search)、处置(process)、分享(share)和行动(action)五个主要部分。这些行为并非简单的链状或环状形态,也不是简单的某些行为之间存在反馈,而是一种交互的网状结构存在。该模式使网络传播中的广告效果由独立指标演变为包含单一行为数量指标、单一行为结果指标、行为间关联演化指标和行为对比指标四大类指标的综合指标体系。在这一指标体系指导下,本研究利用基于新的网络技术所产生的调查方法对《中国制造》视频广告和沃尔沃C30试驾招募广告活动进行了广告效果调查。结果证实,交互模式能建构更完善的网络广告效果系统,利用网络调查能获知更全面的广告效果。
但交互模式的局限在于无法了解不公开表达的态度,网络化的传统调查方法可以弥补这一缺憾。本研究利用这一类网络调查方法,对荷兰皇家电信标志更换效果和电影《杜拉拉升职记》中的植入广告效果进行了调查,着重关注了被调查对象的态度效果。
综合上述实证结果,本研究认为在网络传播背景下,网络调查是一项非常有价值的广告效果研究方法。网络调查利用交互模式所构建的广告效果指标体系,能全面把握互联网广告的效果。对比目前所使用的单一指标,这一指标体系丰富了对网络广告效果的认知和把握。针对非网络广告的效果研究,网络调查同样可行并具有很高的商业价值。
在本研究中获取的实证数据没能对交互模式下的所有效果指标进行验证,研究过程中缺乏对消费者的人文关照是本研究的不足,这也成为未来研究的主要方向。
The research of advertising effect has started from the birth of advertising. In the21st century, with China's advertising market growing to be one of the three largest in the world, the research of advertising effect becomes more significant than ever. However, many researchers and advertising employees still puzzle at the problem of "where the remaining half of the advertising expense is wasted". Now the fast development of internet, especially the mobile internet has provided an opportunity to solve this problem. The thesis has tried to make a contribution to the research of advertising effect through internet-based survey in the context of internet communication.
In the process of literature search, it is found that there is no research on advertising effect based on internet-based survey. The similar research on online advertising effect though has produced results to some extent, presents the status of "practice coming fist, theory lagged behind" and lacks systematic theoretic mode and architecture. After sorting out the research results on "internet-based survey", the thesis thinks that the online survey covers all kinds of researches through internet. Internet-based survey can be divided into two classifications depending on the role that the internet plays, namely, online traditional research method and the research method that comes from new internet technologies. The advertising effect mentioned in this thesis is in a generalized sense, which is including cognition, attitude and action.
For the query of authenticity in the online survey, the thesis has proved in the aspect of main body, method, content, identity and authenticity standard. In addition, the research has also made use of the research results in statistics and data in empirical investigation to further prove the authenticity in the online survey, which makes the research method applied in this research feasible.
In the era of internet communication, the occurrence and development process of advertising effect has changed significantly. The modes of advertising effect at present are not convincing and generalized to meet the status quo of internet communication, though some of them may include feedback system. Based on the characteristics of advertising in internet communication, the research has proposed the interactive mode, covering click, search, process, share and action, which are combined together neither in linear chain, nor by simple feedback in some of them, but in the way of interactive network structure. The mode makes the advertising effect in internet communication a comprehensive index system instead of an independent index. Under this index system, the research has applied the research method based on new internet technology to carry out an investigation on the effect of "Made in China" and Volve C30test drive recruitment advertisement. The results have confirmed that the interactive mode helps perfect the internet advertising effect system and that the internet-based survey helps learn more about advertising effect.
However, the interactive mode fails to learn the private attitude to the advertising. Fortunately, the online traditional research method can make up for it. The research has applied this method to investigate on the logo change of KPN and the product placement effect in the movie "Go Lala Go", laying emphasis on the attitude of the respondents.
To sum up, the research has concluded that the internet-based survey is a quite significant research method to advertising effect in the context of internet communication. The internet-based survey helps researchers learn the overall advertising effect with the index system mentioned above. Compared with the individual index that is commonly used at present, this index system enriches the cognition and control over online advertising effect. To the researches on other advertisement, the internet-based survey is also feasible and has high commercial value.
The thesis is limited in verifying all the effect index of the interactive mode with the empirical data and lacking humanistic care to consumers in the research, which can be a main topic in the research that follows.
引文
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1此处“文本”的含义类似于文化研究中“文本”的含义,在范围上包括已经制作的平面、影视、网络等多种形式的广告,以及这些广告的构成要素：广告语、图像、模特等。
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3陈水泰、何有世.网络调查和传统纸质调查的差异性研究[J].统计与决策.2008年第16期.32-34
2潘绥铭、张娜、黄盈盈.网站调查与实地调证对比研究：样本偏差程度及其方法论意义[J].江淮论坛.20¨09年04期：5-12
1黄刚整合与互动——论互联网对十社会研究方法发展的价值与意义[D].北京：中国传媒大学2005
1山本皓一.不明朗时代的广告[Z].南京.第三届教育部·电通中国广告教育人才培养研讨会.2008.年10月
1 Francesco M. Nicocia, Consumer Decision Processes:Marketing and Advertising Implications.1966:30-36
1 Krugman,Herbert E, The Impact of Television Advertising:Learning Without Involvement, Public Opinion Quarterly,29,Fall 1965:349-356
2 Henry Sssael Krugman, Consumer Behavior and Marketing Action,2nd.1984:87
1 John Fiske. Television Culture. London:Routledge.1987
1格兰.斯帕克斯著.何朝阳、王希华译.《媒介效果研究概论(第二版)》[M].北京：北京大学岀版社.2008年.28
2 Guilford, J. P. (1956). Fundamental statistics in psychology and education (3rd ed.).New York:McGraw-Hill.
1E.M.罗杰斯.传播学史——一种传记式的方法.[M].上海：上海译文岀版社,2005.252-253
1李奇云.广告市场调研[M].成都：四川大学出版社.2004：204
1约翰·菲利普·琼斯著.杨忠川译.广告何时有效》[M].呼和浩特：内蒙古人民岀版社.23
1. DA Dillman. Mail and internet surveys:The tailored design method. McGraw-Hill Australia, Sydney.1999
2. Francesco M. Nicocia, Consumer Decision Processes:Marketing and Advertising Implications.1966:30-36
3. Guilford, J. P. (1956). Fundamental statistics in psychology and education (3rd ed.). New York:McGraw-Hill.
4. Henry Sssael Krugman, Consumer Behavior and Marketing Action,2nd.1984:87
5. Hoyer, W. D.,& Macinnis, D. J. (2001). Consumer behavior. Boston:Houghton Mifflin.
6. John Fiske, Television Culture, London:Rout ledge,1987.
7. Stewart, D. W., Pavlou, P.,& Ward, S. (in press). Media influences on marketing communications. In J. Bryant & D. Zillmann(Eds.), Media effects:Advances in theory and research. Mahwah, Nj:erbium.
8. Stewart, D. W.,& Ward, S. (1994). Media effects on advertising. In J. Bryant & D. Zillmann(Eds.), Media Effects:Advances in Theroy and Resear(pp.315-363). Hillsdale, Nj:Erlbaum.
9. Ward, S., Levinion, D.,& Wachman, D. (1972). Children's attention to television advertising. In G. A. Comstock & J. P. Murray (Eds.), Attention, attitude, and affect in response to advertising (pp.69-77). Hillsdale, Nj:Erbaum.
10. Zillmann, D.,& Bryant, J. (1985). Selective exposure to communication. Hillsdale, Nj:Erlbaum
11.艾尔·巴比著.邱泽奇译.社会研究方法[M].北京：华夏出版社.2006.6
12.艾尔·巴比著.邱泽奇译.社会研究方法[M].北京：华夏出版社.2006.13
13.丁俊杰.广告学导论——现代广告运作原理与实务[M].长沙：中南大学岀版社.2003年
14.E.M.罗杰斯.传播学史——一种传记式的方法.[M].上海：上海译文出版社,2005.252-253
15.格兰·斯帕克斯著.何朝阳、王希华译.《媒介效果研究概论(第二版)》[M].北京：北京大学出版社.2008年.28
16.黄刚.整合与互动——论互联网对于社会研究方法发展的价值与意义[D].北京：中国传媒大学.2005
17.詹姆斯·布赖恩特,苏珊·汤普森.媒介效果基础理论.英文版[M].北京：北京大学山版社.2007年：290
18.李奇云.广告市场调研[M].成都：四川大学出版社.2004：205
19.李奇云.广告市场调研[M].成都：四川大学出版社.2004：204
20.李晓霞.身份认知度对网络调查参与意愿的影响研究[D].成都：电子科技大学,2011.
21.约翰·菲利普·琼斯著.杨忠川译.广告何时有效》[M].呼和浩特：内蒙古人民出版社.23
22.周荣丽.网络广告效果评价及其应用研究[D].济南.山东科技大学.2008
1. Church, A. H. Estimating the effects of incentives on mail response rates:a meta-analysis, Public Opinion Quarterly,1993,57:62-79
2. C Cobanoglu, B Warde, PJ Moreo. A comparison of mail, fax and web-based survey methods. International Journal of Market Research.2001:405
3. Doney, P. M.,& Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing,61(2),35-52
4. Elisabeth Deutskens;Ko de Ruyter;Martin Wetzels;Paul Oosterveld. Response rate and response quality of internet-based surveys:an experimental study. Marketing letters.2004,15(1):21-36
5. Forrest, E.,& Mizenski, R. (1996). Interactive marketing:The future present. Lincolnwood, IL:American Marketing Association, NTC Business Books.
6. Goldfarb, Avi & Tucker, Catherine, Economic and Business Dimensions:Search Engine Advertising, Communications of the ACM; Nov2008,
7. H. Leigh &C. Martin, Jr(Eds.), Current issues and research in advertising(Vol.12, pp.1997-230). Ann Arbor:University of Michigan Hoffman, D. L., Novak, T. P.,& Peralta, M. (1999). Building consumer trust online. Communication of the ACM,42(4),80-85
8. Kanso, Ali M.& Nelson, Richard Alan, Internet and Magazine Advertising: Integrated Partnerships or Not. Journal of Advertising Research; Dec2004, Vol. 44
9. Krugman, H. E. (1966). The measurement of advertising involvement. Public opion Quarterly,30,583-596
10. Krugman, H. E. (1965). The impact of television advertising:Learning without involvement. Public opion Quarterly,29,349-356
11. Mail Survey Response Behavior:A Meta-Analysis,Public Opinion Quarterly.1991,55, (4):613-640Kim Sheehan. E-mail Survey Response Rates:A Review. Journal of computer-mediated communication.2001,6(2)
12. McCoy, Scott, Everard, Andrea., Polak, Peter & Galleta, Dennis F. The effects of online advertising. Communications of the ACM; Mar2007, Vol.50
13. SD Gosling, S Vazire,S Srivastava. Should we trust web-based studies. American Psychologist,2004,59 (2):93-104
14. Thorson, E.,& Reeves, B. (1990). Consumer processing of advertising. In J.
15. Yammarino, Francis J., Skinner, Steven J., Childers, Terry L.. Understanding
16. Wright, P. L. (1973). The cognitive process mediating acceptance of adverting. Journal of Marketing Research,10,53-62
17. Yi, Y. (1990a). Cognitive and affective priming effects of the context for print advertisements. Journal of Advertising,19:40-48
18.陈永泰,何有世.网络调查和传统纸质调查的差异性研究[J].统计与决策.2008年第16期.32-34
19.方佳明、邵培基.一种评估网络调查适用度的方法[J].清华大学学报(自然科学版).2006年第46卷.45-48
20.胡晓芸.它山之石,可以攻玉——续说日本的广告效果评估[J].广告人2003年08期
21.黄建.网上调查的误差分析及其控制[J].统计与决策.2004年06期
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23.马慧敏.网络调查中的非抽样误差来源与控制[J].统计与决策.2011年05期
24.麦克劳等.对媒介效果的理解和误解.20世纪传播学经典文本[C].上海：复旦大学出版社.2006年
25.潘绥铭、张娜、黄盈盈.网站调查与实地调证对比研究：样本偏差程度及其方法论意义[J].江淮论坛.2009年04期：5一12
26.柯惠新.互联网调查研究方法综述(上、下)[J].现代传播.2001年04、05期
27.柯惠新.央视春晚满意度调查两个版本之我见[J].现代传播(中国传媒大学学报).2011年03期
28.柯慧新、黄可.从平面化(2D)到立体化(3D)——对新媒体时代受众测量的思考[J].现代传播.2011年第10期：103-106
29.柯惠新.互联网调查研究方法综述(上)[J].现代传播.2001年04期.80-84
30.王璐;蒙小兰;王沁.基于网络调查的统计学专业学生就业形势分析[J].高等理科教育.2011年04期
31.邢延超、强文萍.基于人脸检测与跟踪的广告效果评估系统[J].计算机应用.2009年10期：2700
32.徐浪、向蓉美.目前中国网络调查的局限性和适用范围[J].统计与信息论坛.2006年01期
33.余建华.两种不同类型的网络调查：网络调查优缺点的再认识[J].情报杂志.2011年09期
34.赵益民.基于网络调查的国内外图书馆战略规划现状研究[J].图书与情报.2011年01期
35.郑文标.基于在线数据的网络调查研究方法[J].重庆邮电大学学报(社会科学版).2010年5期：127-132
36.朱胜、周小平、晏正春.网络调查的可信度问题研究[J].统计教育.2007年第11期.6-8
1.1.2012 中国将成为全球顶尖三大广告市场之一http://www.meihua.info/today/post/post_a0589aOe-7022-4205-87ca-20c828c5ec68 .aspx,2012-03-02
2. http://news.xinhuanet.com/tech/2011-09/13/c_122027125.htm,新华网,2012-03-10
3. 中国互联网信息中心.中国互联网络发展状况统计报告(2012年1月)http://www.cnnic.net.cn/dtygg/dtgg/201201/t20120116_23667.html,2012-03-01
4.艾瑞咨询.http://www.iresearch.com.cn/View/161457.html.2012-01-03
1. Audits & Surveys. (1986). A study of media involvement. New York:Audits & Surveys.
2.山本晧一.不明朗时代的广告[Z].南京.第三届教育部·电通中国广告教育人才培养研讨会.2008.年10月
2 DA Dillman Mail and internet surveys:The tailored design method.McGraw-Hill Australia.Sydney.1999
3 Kim Sheehan.E-mail Survey Response Rates:A Review.Journal of computer-mediated communication.2001.6(2)
4 C Cobanoglu.B Warde.PJ Moreo.A comparison of mail.fax and web-based survey methods. International Journal of Market Research.2001:405
5 Yammarino.Francis J..Skinner.Steven J.,Childers,Terry L.. Understanding Mail Survey Response Behavior:A Meta-Analysis.Public Opinion Quarterly.1991.55.(4):613-640
6 Church.A.H.Estimating the effects of incentives on mail response rates:a meta-analysis, Public Opinion Quarterly.1993,57:62-79
7 Elisabeth Deutskens:Ko de Ruyter:Martin Wetzels:Paul Oosterveld. Response rate and response quality of internet-based surveys:an experimental study. Marketing Letters.2004.15(1):21-36
8李晓霞.身份认知度对网络调查参与意愿的影响研究[D].成都：电子科技大学,2011.
1柯惠新.互联网调查研究方法综述(上、下) [J].现代传播.2001年04、05期
2徐浪、向蓉美.目前中国网络调查的局限性和适用范围[J].统计与信息论坛.2006年01期
3余建华.两种不同类型的网络调查：网络调查优缺点的再认识[J].情报杂志.2011年09期
4马慧敏.网络调查中的非抽样误差来源与控制[J].统计与决策.2011年05期
5潘绥铭、张娜、黄盈盈.网站调查与实地调证对比研究：样本偏差程度及其方法论意义[J].江淮论坛.2009年04期：5-12
6黄建.网上调查的误差分析及其控制[J].统计与决策.2004年06期
1赵益民.基于网络调查的国内外图书馆战略规划现状研究[J].图书与情报.2011年01期
2柯惠新.央视春晚满意度调查两个版本之我见[J].现代传播(中国传媒大学学报).2011年03期
3王璐：蒙小兰：王沁.基于网络调查的统计学专业学生就业形势分析[J].高等理科教育.2011年04期
4转引自黄刚.整合与互动——论互联网对于社会研究方法发展的价值与意义[D].北京：中国传媒大学.2005
1刘建平、罗薇.信息时代的调查方式——网络调查[J].统计与决策2005年第3期：39-41
2柯惠新.互联网调查研究方法综述(上、下) [J].现代传播.2001年04、05期
3转引自黄刚.整合与互动——论互联网对于社会研究方法发展的价值与意义[D].北京：中国传媒大学.2005
①郑文标.基于在线数据的网络调查研究方法[J].重庆邮电大学学报(社会科学版).2010年5期：127-132
1麦克劳等.对媒介效果的理解和误解.20世纪传播学经典文本[C].上海：复旦大学岀版社.2006年
2丁俊杰.广告学导论——现代广告运作原理与实务[M].长沙：中南大学岀版社.2003年
3詹姆斯·布赖恩特,苏珊·汤普森.媒介效果基础理论.英文版[M].北京：北京大学岀版社.2007年：290
4 Thorson, E.,& Reeves. B.(1990).Consumer processing of advertising. In J. H. Leigh &C. Martin.Jr(Eds.).Current issues and research in advertising(Vol.12,pp.1997-230). Ann Arbor:Uni versity of Michigan
1 Zillmann. D.,& Brvant. J.(1985). Selective exposure to communication. Hillsdale. Nj:Erlbaum
2 Stewart. D. W..& Ward. S.(1994). Media effects on advertising. In J.Bryant & D. Zillmann(Eds.),Media Effects: Advances in Theroy and Resear(pp.315-363). Hillsdale.Nj:Erlbaum.
3 Krugman. H. E.(1966). The measurement of advertising involvement. Public opion Quarterly,30,583-596
4 Krugman. H. E.(1965). The impact of television advertising:Learning without involvement. Public opion Ouartery,29.349-356
5 Audits & Surveys. (1986). A study of media involvement. New York:Audits & Surveys.
1 Buchholz, L. M.,& Smith. R. E. (1991). The role of consumer involvement in determining cognitive response to broadcasting. Journal of Advertising.20,4-17
2 Stewart. D. W.. Pavlou. P..& Ward. S. (in press). Media influences on marketing communications. In J. Bryant & D. Zillmann (Eds.), Media effects:Advances in theory and rearch. Mahwah.Nj:Erlbaum.
3吉里安·戴尔著,孙五三译.广告效果研究[J].新闻与传播研究.1992年第二期：30-424王菲.奥运赞助效果及受众广告意识的变化——基于北京2008年奥运合作伙伴／赞助商广告效果的调查[J].国际新闻界.2009年第2期：105-109
1 Wright. P. L. (1973). The cognitive process mediating acceptance of adverting. Journal of Marketing Research. 10.53-62
1 Ward. S.. Levinion. D..& Wachman. D.(1972). Children's attention to television advertising. In G. A. Comstock & J. P. Murray (Eds.). Attention. attitude, and affect in response to advertising (pp.69-77). Hillsdale, Nj:Erbaum.
1李奇云.广告市场调研[M].成都：四川大学岀版社.2004：205
2邢延超、强文萍.基于人脸检测与跟踪的广告效果评估系统[J].计算机应用.2009年10期：2700
1 Yi, Y. (1990a). Cognitive and affective priming effects of the context for print advertisements. Journal of Advertising,19:40-48
2 Stewart, D. W.. Pavlou. P..& Ward. S. (in press). Media influences on marketing communications. In J. Bryant & D. Zillmann(Eds.). Media effects:Advances in theory and research. Mahwah. Nj:erbium.
1 Hover. W. D..& Macinnis. D. J. (2001). Consumer behavior. Boston:Houghton Mifflin.
2 Doney. P. M..& Cannon.J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing,61(2).35-52
3 Hoffman. D. L.. Novak. T. P.,& Peralta. M. (1999). Building consumer trust online. Communication of the ACM. 42(4).80-85
4 Forrest. E..& Mizenski. R. (1996). Interactive marketing:The future present. Lincolnwood. IL:American Marketing Association. NTC Business Books.
5 http://news.xinhuanet.com/tech/2011-09/13/c_122027125.htm,新华网,2012-03-10
1 Kanso. Ali M.& Nelson. Richard Alan, lmernet and Magazine Advertising:Integrated Partnerships or Not. Journal of Advertising Research:Dec2004. Vol.44
Goldfarb, Avi & Tucker. Catherine. Economic and Business Dimensions:Search Engine Advertising Communications of the ACM:Nov2008,
3 MeCoy. Scott. Everard. Andrea.. Polak. Peter & Gallcta. Dennis F. The effects of online advertising. Communications of the ACM:Mar2007. Vol.50
1周荣丽.网络广告效果评价及其应用研究[D].济南.山东科技大学.2008
21999年英国互联网广告局委托Millare Brown International旗下的子公司MB Interactive广告研究所对网络效果进行了研究分析,得到88页的《IAB 网络广告效果研究》研究报告。这份报告分别研究了消费者对网络广告的接收程度、对网络广告的认知程度、对网络广告的点击和阅读、对网络广告认知的影响和网络广告对品牌沟通能力的影响、网络广告与电视广告对消费者注意的影响等。
1柯慧新、黄可.从平面化(2D)到立体化(3D)——对新媒体时代受众测量的思考[J].现代传播(中国传媒大学学报).2011年第10期：103-106
1此处“文本”的含义类似于文化研究中“文本”的含义,在范围上包括已经制作的平面、影视、网络等多种形式的广告,以及这些广告的构成要素：广告语、图像、模特等。
1陈永泰,何有世.网络调查和传统纸质调查的差异性研究[J].统计与决策.2008年第16期.32-34
1方佳明、邵培基.一种评估网络调查适用度的方法[J].清华大学学报(自然科学版).2006年第46卷第S1期.46-48
1艾尔·巴比著.邱泽奇译社会研究方法[M].北京：华夏岀版社.2006.6
1陈永泰、李守伟、何有世.国内网络调查研究进展——基于文献计量学的网络调查研究分析[J]情报杂志.2009年第9期.28(9).42-45
2朱胜、周小平、晏正春.网络调查的可信度问题研究[J].统计教育.2007年第11期.6-8
1艾尔·巴比著.邱泽奇译社会研究方法[M].北京：华夏岀版社.2006,136
2朱胜、周小平、晏正春.网络调查的可信度问题研究[J].统计教育.2007年第11期.6-8
3陈水泰、何有世.网络调查和传统纸质调查的差异性研究[J].统计与决策.2008年第16期.32-34
2潘绥铭、张娜、黄盈盈.网站调查与实地调证对比研究：样本偏差程度及其方法论意义[J].江淮论坛.20¨09年04期：5-12
1黄刚整合与互动——论互联网对十社会研究方法发展的价值与意义[D].北京：中国传媒大学2005
1山本皓一.不明朗时代的广告[Z].南京.第三届教育部·电通中国广告教育人才培养研讨会.2008.年10月
1 Francesco M. Nicocia, Consumer Decision Processes:Marketing and Advertising Implications.1966:30-36
1 Krugman,Herbert E, The Impact of Television Advertising:Learning Without Involvement, Public Opinion Quarterly,29,Fall 1965:349-356
2 Henry Sssael Krugman, Consumer Behavior and Marketing Action,2nd.1984:87
1 John Fiske. Television Culture. London:Routledge.1987
1格兰.斯帕克斯著.何朝阳、王希华译.《媒介效果研究概论(第二版)》[M].北京：北京大学岀版社.2008年.28
2 Guilford, J. P. (1956). Fundamental statistics in psychology and education (3rd ed.).New York:McGraw-Hill.
1E.M.罗杰斯.传播学史——一种传记式的方法.[M].上海：上海译文岀版社,2005.252-253
1李奇云.广告市场调研[M].成都：四川大学出版社.2004：204
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