Α.Σ.Ε.Ι. ΘΕΑΛΟΝΙΚΗ, ΣΜΗΜΑ ΕΜΠΟΡΙΑ ΚΑΙ ΔΙΑΦΗΜΙΗ Ο ρόλοσ τησ διαφήμιςησ ςτην ςυμπεριφορά των καταναλωτών Όλνκα:Καξξννχινπ Ννιέηηα Καγηήο:Δ.Σαπιαξίδο Θεζζαινλί, Μάξηνο 2011
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Transcript
-
.... ,
:
:.
, 2011
-
1. .................................................................. 1
2. .................................... 2
2.1 ......................................................... 2
2.1.1 (Economic
Man) ............................................................................................... 3
2.1.2 (Passive Man).... 3
2.1.3 (Cognitive Man) 4
2.1.4 (Emotional
Man) ............................................................................................... 4
2.2 ............................ 4
2.2.1 ... 5
2.2.2
........................................................................................ 6
2.2.3 (Need Arousal) ......................................... 7
2.3 .................. 10
2.3.1
....................................................................................... 12
3. .................................................. 19
3.1 ......................................................................................... 19
3.2 ........................................................................ 23
3.2.1 - ............ 24
-
3.2.2
............................................................................................. 25
() : ......... 25
() .................... 25
() ............ 25
() ..................... 25
3.3 ....................................................................... 25
4. ........... 26
5. ....... 29
6. ........................................... 45
6.1 .......................................................... 45
6.2
. ............................. 47
6.3
. ..................................................................................... 50
7. ........................................ 55
8. ............ 58
9. marketing .............. 60
9.1 ............................................................. 60
9.2 ............................. 61
9.3 ................................................ 62
9.4 .................................................................... 63
9.4.1 ...................................................... 63
9.4.2 .............................................................. 63
-
9.4.3 ........................................ 64
9.5 (media) ............................ 64
9.5.1 ...................................................................... 66
9.5.2 ............................................................. 67
9.5.3 ............................... 68
9.6 .................................................................................... 69
9.6.1 (Comparison Message) ..................... 69
9.6.2 (One, and Two-
Sided Messages) ............................................................................... 72
9.7 , .................................... 74
10.
marketing ................ 75
10.1 ................................................................... 75
10.2 .......................................................... 76
10.3 ..................................... 77
10.4 ......................................... 78
10.5 Web ................................................................... 81
10.6 ............................................................................... 82
12. marketing
.................................................................................. 83
12.1 ............... 83
12.1.1 ............................................................. 83
12.1.2 ............................................................... 88
12.1.3 ........ 89
-
12.1.4 ........................................... 89
............................................................................................ 91
-
1
1.
, ,
.
,
, (, ),
,
(, , , ..),
.
,
.
,
,
.
"" (Concept).
(...)
(,
).
. ,
,
,
.
,
,
.
-
2
, ,
, .
,
(Tellis 2005).
. ,
,
,
.
,
. "
", .
2.
2.1
MKT
" ",
. ,
MKT
. , ,
.
.
.
.
-
3
" " ( ,
, )
.
2.1.1 (Economic Man)
(" ")
.
.
,
.
,
. ,
, .
, ,
(
, )
.
2.1.2 (Passive Man)
MKT.
.
-
4
2.1.3 (Cognitive Man)
,
. ,
,
,
(
).
2.1.4 (Emotional
Man)
, , ,
, , ..,
.
2.2
,
.
. ,
,
.
,
, .
-
5
MKT
. ' ,
,
,
,
. ,
(
) .
.
,
:
()
(.. ,
),
()
MKT,
()
, ()
, ()
MKT.
2.2.1
,
:
-
6
()
,
.
..
.
()
.
.
()
.
()
- .
() .
2.2.2
.
" "
(. 2-1).
()
. ,
.
. 2-2
. 2-1 ,
-
7
, .
--
, MKT
. MKT
.
.
.
2-1:
2.2.3 (Need Arousal)
.
(psychological set)
(input variables)
. 2-3.
.
( )
,
.
-
8
2-2
"" ,
..
. (stimulus exposure)
.
,
-
9
.
,
.
. , , ,
, .
2-3
-
10
(need arousal) ,
,
(tension state) ,
.
. ,
MKT
, ,
, ,
, ..
2.3
,
()
(
""
). . 2-4
.
, ,
. , ,
(attention) ,
(perception
), (retention)
(memory)
, , .
-
11
.
,
,
.
2-4:
,
.
, .
,
-
12
.
,
,
,
.
(expected satisfaction)
. (need association),
.
2.3.1
,
.. ,
.
,
-,
.
, Keller Staelin (1987)
-
13
. Keller Staelin
,
. ,
.
, ,
.
,
,
.
,
,
- .
(informational environment),
, , ,
.
,
. ,
-
14
(
).
(, ,
..). Levin Gaeth (1988)
( )
"75% " " 25% ".
"75% ".
.
( , ),
.
(averaging model of
information integration).
,
.
.
.
Levin Gaeth ,
()
-
15
(75%, 25% ..) .
.
Hauser, Urban Weinberg (1993)
,
,
. Hauser et al.
, .
, , ,
.
: (1)
-showroom, (2) , (3)
word-of-mouth, (4) .
, ,
.
, Cole Balasubramanian (1993)
.
(cereals)
: 60 .
.
-
16
,
cereal
,
cereal.
,
.
Moorman (1990)
.
Cole Balasubramanian
, ,
,
.
,
(),
.
(involvement-
3). Punj Stewart (1983)
,
(task) (individual):
= + + ( ) +
[ Behavior = Individual +ask + (Individual X Task) + error ]
-
17
.
, Beatty Smith (1987)
( )
. ,
,
: () , ()
()
. ,
.
'
. MeyersLevy Maheswaran (1991)
, ,
-
, .
,
. , ,
, -
, -
,
"" .
Meyers-Levy Maheswaran
-
18
.
-
.
(..
),
(response tasks),
(
,
;).
Stigler (1961)
, Avery (1993)
Stigler
,
,
. Stigler
.
. Avery
,
, -. ,
, .
,
, Avery
-
19
.
. ,
,
.
3.
3.1
' . ,
.
, :
- - (self-identity)
, ,
- ,
- "" ,
-
-
,
- (emotional appeal),
-
.
-
20
Kallick, Nearby Shaffer (ACR,
1974)
, ,
() . ,
: () (
), () (
), ()
( ).
Kapferer Laurent
. -
(1985):
1.
, ' .
2. (hedonic value) ,
.
3. ,
.
4.
( ).
5. (
).
, Kapferer Laurent
- inventory of items -
( 3-1). -
,
(Consumer Involvement Profile).
-
21
(Kapferer and Laurent, 1993),
Rodgers Schneider (1993) :
"" "",
.
3-1:
(Consumer Involvement Profile-CIP Items)
- To ____________ .
- ______________ .
- ' ______ (: ________
).
- _____________.
- ___________,
.
- , ___________ (:
________________).
-
________________ .
- To _________ ,
.
- ______________
.
-
________________.
-
22
- __________
.
- ,
____________ .
- ____________,
.
- __________,
.
- ___________ .
- ______________,
.
: Kapferer, Jean-Noel and Gilles Laurent (1993), "Further Evidence
on the Consumer Involvement Profile: Five Antecedents of
Involvement", Psychology & Marketing, Vol.10, No.4
(July/August), . 349.
Zaichkowsky ( Personal Involvement Inventory-PII)
Flynn Goldsmith (1993).
Zaichkowsky
.
Celsi Olson (1988)
(felt involvement),
(motivation state)
.
-
23
,
(..
, ..).
(1)
(situational sources of
personnal relevance, SSPR)
, (2)
(intrinsic sources of
personal relevance, ISPR)
.
,
: (1) , (2)
, (3)
, (4)
.
3.2
. ,
.
(.. ). ,
-
24
' .
,
.
.
3.2.1 -
3-1
(Beatty and Kahle 1988, Rothschild 1979).
,
, . ,
( )
,
, .
3-1
,
-
25
.
.
. .
,
(. 3-
2).
. , - :
3.2.2
() :
()
()
()
3.3
.
' ,
,
,
,
.
, (protocols).
"
"
-
26
.
,
. ,
""
(consumer diaries).
.
,
.
4.
,
,
.
,
.
,
(Rapp Collins 1987).
,
, (Peters Waterman 1982).
,
.
-
27
. ,
"
" (Data Base)
.
,
. ,
(Abraham Lodish
1990).
,
, ' , .
-
(Kahn 1998).
(Maxi-
Marketing). "
"
,
, ,
,
(Rapp Collins 1987, . 23).
,
-
28
.
,
.
,
,
(Hunt 1999).
,
. '
(Walker Rue Kert 1987).
. ,
, ,
.
,
.
(Hutt, Reingen Ronchetto 1988).
(5 ), ( 2 3 )
( ,
-
29
).
,
"",
(
) .
,
:
1.
, .
2.
,
.
3.
,
,
- -
- (Brand Loyalty)
(Rapp Collins 1987).
5.
, ,
, ,
.
" "
. "
-
30
" (Cognitive Psychology)
.
" " ,
. , " "
,
, , . , ,
". "
(Braun-
La Tour La Tour 2005).
, ,
.
.
,
. , ,
( ), ,
,
().
. ,
,
,
( )
-
31
, ,
, "" ,.
,
" " (Value for Money).
, , " " (Level
of Involvement)
.
,
.
"",
, ,
(De Mooij 2004).
, ,
,
.
"" ""
.
"". .., ""
(i) (ii)
.
, "".
,
""
,
-
32
(Braun-La Tour La Tour 2004).
(De Mooij 2004).
,
,
(De Mooij 2004).
,
, .
,
"". ,
.
.
"" '
" " (Bridges, Keller Sood 2000) '
"" (Alden, Mukherjee Hoyer
2000).
. ..,
; ,
, .
,
, .
, .
"",
, (Alden, Mukherjee Hoyer
2000).
-
33
, .
"" (Involvement)
.
,
"-" ( )
,
,
.
""
. ,
,
.
.
""
.
""
.
""
,
, , ,
.
,
,
-
34
"". ,
,
, .
Krugman (1965) '60
,
, .
. ..,
.
""
.
,
(Krugman 1965,
Schumann, Petty Clemons 1990).
""
.
, ""
(Muehling, Laczniak Andrews 1993).
"
"
(Heath Nairn 2005). ,
"" ,
,
, .
-
35
(Hawkins Hoch 1992).
Petty Cacioppo (1981, 1984a,b)
,
(Petty, Unnava Strathman 1991, Petty Wegener
1999, Coulter 2005)
,
.
" " (Elaboration Likelihood Model
- ELM)
(Petty Cacioppo
1983).
,
,
.
,
(Petty,
Cacioppo Goldman 1981).
(Central Route Processing)
""
(Cacioppo Petty 1985, Petty, Cacioppo
Heesacker 1981). ,
(Zotos, Lysonski Martin 1992).
, ) ,
,
.
" "
(Peripheral Route Processing) ""
-
36
. ,
, , ,
" " (Zotos, Lysonski Martin 1992).
Maclnnis, Rao Weiss (2002),
" "
, , ,
.
,
;
. ..,
( )
( Crest, Aim, Colgate, Binaca ..)
. , ,
,
.
(Maclnnis, Rao Weiss 2002).
"" (Mood)
(Holbrook O'Shaughnessy
1984) (Gardener 1985).
"" (Arousal) ,
(Singh Hitchon 1989, Shapiro, Maclnnis Park 2002).
-
37
"" (Valence)
(Russell Barrett 1999).
"" ""
"",
.
(/) ,
(/) (. 5-1).
,
,
, .
, ,
.
, "",
(Data Driven) (Shapiro, Maclnnis Park 2002).
,
(Raghunathan Pham 1999).
.
(Newell, Henderson Wu 2001).
(Goldberg Gorn 1987). , '
.
-
38
(Broach, Page Wilson 1995, Aylesworth
Mackenzie 1998). , , -
( )
(Srull 1983, Goldberg Gorn 1987).
5-1: : .
,
, ""
(Schwarz Bless 1991, Bless, Hamilton Mackie 1992).
,
("") (Schwarz 1990, Shapiro,
Maclnnis Park 2002).
,
: (i)
, "
" ( ,
, , ,
,
) (Escalas 2004, Thompson Hamilton 2006).
-
39
,
'
(Shapiro, Maclnnis Park 2002). (ii)
(
),
,
( ),
(Meyers-Levy Sternthal 1993, Thompson
Hamilton 2006). (iii)
(Shapiro, Maclnnis
Park 2002).
.
"" (Arousal), "" (Valence)
.
, ,
(Shapiro, Maclnnis Park 2002).
,
(Super Bowl) .
300 ,
.
,
. '
,
, '
-
40
'
(Newell, Henderson Wu
2001).
"" "", ""
(Tavasoli, Shultz Fitzsimons 1995).
(/),
(Continuum)
,
"-" (Involvement)
(Aylesworth Mackenzie 1998).
Newell, Henderson Wu (2001)
.
:
1=
"",
( )
.
, '
,
, '
.
.
-
41
2 =
(Newell, Henderson Wu 2001).
Pavelchak, Antil Munch (1988),
, ' , (
). '
,
. ..,
,
( ),
( )
.
( ),
( ) (Newell,
Henderson Wu 2001).
,
,
( )
, (,
) .
( ) (
) ,
,
-
42
.
:
3 =
.
4 =
(
) (Newell, Henderson Wu
2001).
"" (Outsider) ,
,
"".
,
.
.
-, , -
( ) :
5 =
, ,
.
6 =
(Newell, Henaerson Wu
2001).
-
43
,
1.
. 2
'
.
3 ,
, 4
.
5
.
- 6
.
,
,
.
, ,
, :
(i)
. ,
,
-
44
.
,
,
.
(ii)
.
(iii)
(Newell, Henderson Wu 2001).
"
" (Subliminal Advertising). ,
(, , , ,.)
"-" (Threshold).
"-"
, .
,
,
.
'50 J. McDonald Vicary
(Brean 1958). ... 45.000
.
5" : " -
", " -", 1/3.000 .
" - ",
-
45
.
"-" 58% "-" 18%.
.
, "
" ,
(Synodinos 1988).
, (Trappey
1996).
(Subliminal
Advertising) ,
(ellis 2004). ,
, .
, ,
40%
50% (Tellis 2004).
6.
6.1
,
.
.
.
-
46
(Denett 1993).
.
,
.
Cramphorn (2004),
" " (Brana Cloud),
.
.
.
,
.
: (i) " "
(, .). (ii)
( ""
"" ), (iii)
... ..
,
,
.
-
47
6.2
.
,
.
,
.
.
:
I. .
,
(
. .
, "",
..).
, 20% 33% ,
(Soley 1984).
, 31%
.
, (Clancey
1994).
-
, ,
-
48
, , ,
.
3.000 (The Economist 2004),
.
. ,
.
'
.
( , ,
..). , ,
,
.
- ,
,
, .
.
. ,
.
,
-
49
,
. , ,
.
Jacoby Hoyer (1990)
( 60 , 25
2.700 ) :
(i) 30%
.
(ii) 23%
36%.
(iii) (60 )
.
(iv)
.
2. .
,
. ..,
,
,
,
,
.
,
(Tellis 2004).
3. :
,
-
50
.
. ,
. ,
" " (Product Manager)
" " (Sales Manager),
" " .
,
,
.
.
,
.
6.3
.
1.
,
.
.
: (i)
-
51
, (ii)
, (iii)
(Tellis 2004).
. , ,
,
.
2.
(Carryover Effect).
(, )
.
" "
,
.
. ..,
(Pulse Patterns of
Advertising),
, ,
"
",
, ,
-
52
.
" "
.
,
, . ,
,
, (Tellis 2004).
" ".
,
- .
, 0,8
I 368 ,
3 15 ,
" " 6 (Clarke 1976,
Leone 1995, Mela, Gupta Lehmann 1997).
, (Level
Data of Aggregation),
, "
".
(Highly Disaggregate Level)
" " ,
, 8 (Tellis, Chandy Thaivanich 2000).
-
-
.
,
-
53
"
".
,
.
" ",
.
,
,
.
3. (Wearin
Effect) (Wearout Effect)
. ,
,
("Concept", -, , "Slogan" ..)
(Wearin)
" " (Wearout).
.
" "
,
.
(Pechmann Stewart 1992).
-
54
"
". ,
,
.
(Tellis 2004).
" "
(Emotional Appeal) "
"
"" (Arguments).
(Pechmann Stewart 1992). "
"
.
,
(Henderson Blair 2000).
" "
.
. , "
" (Tellis,
Chandy Thaivanich 2000).
, ,
. ,
" "
(Tellis 2004).
-
55
7.
.
.
,
.
.
,
,
. " " :
" , /
/ ,
Aesclyptos."
, ,
. , ...
212 ,
414
. ,
,
.
,
^- ...
,
Coca-Cola
.
-
56
.
General Motors, ..,
2,9
. Procter & Gamble,
2,7
.
,
, .
. ,
, ,
.
:
, ,
(
) .
.
-, ,
.
- .
-
57
: ,
.
. ,
. ,
CD
CDs.
.
,
. , CDs, Sony
.
,
.
,
, , ,
, .
, ,
Avis , Hertz,
, " , ".
, Buick
" " Buick
Century Ford Taurus .
Taurus Toyota Camry Honda
Accord Buick
Century. ,
Visa , " American Express
-
58
, . 7
". American Express
Visa,
AmEx
Visa,
.
8.
(psychographics)
(
)
. ""
.
"" .
, -
,
.
MKT.
: () (lifestyles) ,
, ()
(personality),
.
-
59
- (, , ),
,
,
.
(
, . Mitchell 1994)
.
,
, , ,
-
.
MKT
.
- .
' (testimonials).
, . ,
(media selection and planning).
:
( ,
-
60
), ,
,
( " " .) ,
,
.
9. marketing
9.1
. "
".
MKT, -
. 9-1.
(
). ()
-,
.
. , ,
, ,
-
-
.
,
( , .. , , )
. ,
-
61
.
- ,
.
.
9-1:
MKT,
- .
,
.
,
. MKT
,
.
9.2
. MKT
.
MKT
,
.
-
62
-
(audience research).
-,
.
-
.
, & G
24 ,
, , .
& G
(
).
9.3
.
.
.
"" ,
(consistency or balance
theory).
, ,
.
-
63
9.4
9.4.1
.
, , ,
.
- ,
, , ..
(
).
9.4.2
,
, .
, , , ,
, .
.
, , ,
. ,
(direct
mail) (sales promotion),
,
.
-
64
, .
(..
) .
9.4.3
.
,
- .
, ,
.
.
.
9.5 (media)
media
.
, -
.
, -
.
(, )
.
-
65
().
, . ,
,
, ,
.
.
.
,
(
)
. ( )
.
MKT
. MKT ()
( )/(),
A/S.
, (market growth)
MKT
. MKT
(market share)
.
-
66
,
-
-.
9.5.1
(,
),
,
, .
(
, ).
, ,
, . -
,
,
.
.
.
.
Extra Strength Tylenol ()
Time
-
67
.
(, ).
,
( ).
.
.
,
,
,
.
.
9.5.2
,
.
,
.
- .
, ,
.
-
68
, -
.
.
.
, ,
,
.
(
(clutter)
.
-
.
,
.
,
.
(low involvement products).
9.5.3
9-5-3 ,
.
. ,
, , , .
,
.
-
69
, . ,
55-64,
18-34 ,
25-34 .
,
,
.
(, 29/5/94, . 51).
9-5-1:
%
%
%
...
97,5 97,1 97,8
77,7 80,1 75,5
33,0 32,3 33,6
53,5 67,2 40,5
46,8 59,6 34,6
: MRB Hellas
9.6
, , ,
-
.
.
9.6.1 (Comparison Message)
Wilkie Farris (1975)
:
-
70
,
:
,
, -..
;-
,
""
, ;
;
, ,
,
, .
(1) :
, .
.
(recall levels)
.
(2) :
(image)
, , .
.
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270 247 .
.
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. 1996, Best Buy
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Kotler P., Armstrong G., " ", ,
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, Prentice Hall, . ., 2001.
.., ": , , ",
5 , University Studio Press, 2008.
. ., PhD, "
", ', ., -
1994.
. ., Ph.D., "
", 2 , ., 2002.
. ()
(2000)
University Studio Press.
. (2003) E- marketing Marketing
Rosili & . .
. (1997)
.
. (2000).
.
. (2001).
( marketing
12/2/2001).
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