本月28篇 ADS （考古）

Serena0710

狗妈确认一下啦~~谢谢！！！

V1：
第一段, 说有一种广告类型,表现形式是通过和竞争者的产品相比较的方式来推广产品. 甲学者的观点是:这种广告通常更有效.
第二段: 然而, 尽管有些experiment证实了甲学者的观点, 另一些试验却发现这种广告的效果不比普通广告更好. 先让步说,有可能的确是这种广告也不过如此, 不比普通广告明显的好(有题目,问这句话的作用).However, 对这个试验结果的解释:一种可能的原因是此类广告是要突出产品与竞争产品的差异,而如果看广告的人早已经知道了这个差异,那么这种广告对消费者的观点的影响就不大了. 第二个可能的原因是measure的方法有问题, blabla...讲了一堆measure的方法问题,没什么考点.
题目:主旨题问作者观点

V2
第一段说有广告策略是把自己的产品和几个竞争者的产品先后拿出来做比较。然后解释了这么做有什么好处。
第二段说有帮家伙就分析了对于这种策略，消费者的接受程度，给出了几个原因。有个是说消费者没有办法区分广告中那个品牌产品在理论上比别的产品好是否在实际上比别的商品好。然后进一步说即使给消费者提供了相应的指导，他们还是不会区分。总的意思大概是说消费者会被这种广告策略打动。

V3
关于广告竞争的，新老观点对比型。
第一段，文章首先提出某些人认为，competitive类的广告（即在广告诉求中说我的产品比竞争对手的产品怎么怎么好）比noncompetitive类的广告更好。但后来部分研究结果表明，第一类广告在某些方面的确有优势，但另一些研究又表明第一类广告在说服力度上并不比第二类强。作者貌似是反对第二个研究结论的。他说这个研究很null，因为它研究的两组广告，本身都是说服力不强的。作者举了例子（我实在记不清楚了，为避免误导大家就不写了，大家看这里的时候注意一下，因为有考题）。此外，用什么标准衡量说服力，也是这个研究的薄弱之处，因为它并没有引入相关性因素relative factor来较好的衡量广告的说服力度。考题多集中在前半段，其中一题是主题题。
第二段，作者认为评价哪一种广告好，首先要解决relative factor的问题。Balabala，记不清楚了。这段很短，大家知道第二段作者的主要观点就好了。作者指出后者研究上的缺点, 所以作者还是支持原来competitive较好,请注意作者的态度, 会考.  

V4
过去学者研究指出与竞争者产品比较的广告(comparative advertisement)比没有与竞争者产品比较的广告更有说服力,但有些研究指出comparative advertisement相较于未比较的广告效果是reduce,因为比较的讯息是消费者认为不重要的或是该比较的讯息是消费者虽认为重要却是消费者已知的,然而,该研究的两种广告性质上是相同的,且用来衡量的measure是根据非comparative measure,无法有效反映comparative advertisement优于非comparative advertisement,因此,应使用comparative measure来衡量两种广告的相对优劣


问题：

（1）. 主旨题

答：一个可能的解释对于竞争性广告没有说服力。



（2）. Nonrelative 和 relative 对 postcommunication 作用的区别

答：选有 point of reference的答案



V8【by: IvyDC】11.10日



主题：比较了两种类型的广告comparative and uncomparative的效果

作者态度：支持competitive的广告---考点

P1：

观点1：开头说有2个学者W和P认为comparison形式的广告比noncompetitive类的广告更persuasive。

观点2：（反对观点1）一个研究发现与观点1不符，根据实验提不提及竞争者这两种广告的差别几乎没有。

作者观点（反对2，肯定1）： However，这是个null的研究

对这个试验结果的解释:

1. 比较的讯息是消费者认为不重要或是比较的讯息是消费者虽认为重要却是消费者已知的。此类广告是要突出产品与竞争产品的差异,而如果看广告的人早已经知道了这个差异,那么这种广告对消费者的观点的影响就不大了

2. 对比实验（measure的方法）有问题

原先的实验是unrelative experiment. Theattractiveness of the ads which show the difference and the ads which do notare equivalent. 但是更有效的实验应该是relative experiment. In this experiment, theconsumer at first will show some preference of some products.

P2：

作者观点（肯定1）：

作者认为评价哪一种广告好，首先要解决relative factor的问题。

题目

1、问开头那2个学者最同意下面哪个。

2、问文章的main point

3、问文章suggest作者同意什么？



类似物搜索：

In their classic article, Wilkie and Farris (1975) proposed that, in general, comparative advertisements will be more persuasive than their noncomparative counterparts. However, the bulk of empirical evidence has not supported this proposition. Although several studies have shown comparative ads can exert more positive effects than noncomparative ads on brand attitudes, purchase intentions, or purchase, comparative ads have also been found to reduce persuasion. Perhaps the most common finding has been that comparative and noncomparative ads produce very similar postcommunication (产品后续宣传) attitudes and intentions. Why have comparative and noncomparative ads so often been found to produce similar levels of persuasion? One rather obvious possibility is that null findings（无效）are simply the result of the fact that the particular comparative and noncomparative ads used in the test situation were truly equivalent in their persuasiveness. It may be, for instance, that the comparative copy communicated interbrand differences that were seen as trivial or unimportant. Similarly, failure to include adequate substantiation for the comparative claims could render them impotent (无力的，无效的). Even if comparative claims convey important differences with adequate substantiation, they may be no more effective than noncomparative claims when consumers are already aware of these differences. Another possibility, the one explored in this paper, is that the failure to detect persuasion differences between comparative and noncomparative ads may be the result of the types of measures used to test for such effects. Earlier investigations have often relied upon nonrelative or monadic (一元的) measures of postcommunication impressions (i.e., measures that assess beliefs, attitudes, and/or intentions toward the advertised brand without an explicit point of reference). However, it would appear that relative measures (i.e., measures that use the comparison brand as a point of reference in their assessment) are better suited for capturing the persuasive impact of comparative advertising. The rationale for this position is developed in the following sections.

One potentially important difference between comparative and noncomparative advertising is the ability of a comparative ad to encourage a particular point of reference during encoding of the information about the ad- vertised brand. Moorman (1990) points out that external reference points can enhance consumers' ability to process information as well as their comprehension of the information. As a result, consumers who lack the knowl- edge necessary to understand some information fully may benefit from the bench marks provided by reference information. External reference points may not only increase one's ability to extract meaning from a set of information, they may also affect the particular meaning extracted from the information. The presence of such reference points during processing may result in their becoming an integral part of the impressions which are formed. Consequently, consumers exposed to comparative ads which provide an explicit comparison brand should be more likely to form mental impressions of the advertised brand that are relative (to the comparison brand) in nature than they would following exposure to noncomparative ads.

dbonly

是么？？？我看岳读狗的时候，说的貌似是网络广告的点击及购买转化率的事

Serena0710

是么？？？我看岳读狗的时候，说的貌似是网络广告的点击及购买转化率的事

-- by 会员 dbonly (2011/8/21 23:18:13)

哦，我贴出的这篇是最新的月度狗集合里的第28篇。

dbonly

哦？我没update，sorry～

Serena0710

哦？我没update，sorry～

-- by 会员 dbonly (2011/8/21 23:22:37)

没事没事~~~求狗妈赶紧领啊~~~

GJane

楼主，我想说，你真是……哎，不知道怎么说了，太感谢了~！！

asachace

LZ贴的类似物原文好像见到过
是原题么？

kisslillian

感激!!!!!!!!!!

monicazhangmo

3q，太谢谢你啦。

Serena0710

LZ贴的类似物原文好像见到过
是原题么？

-- by 会员 asachace (2011/8/22 0:38:21)

我也不清楚到底是不是原文哎~~~这是以前月份的考古的同学google出来的。