| Project/Area Number |
17530330
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Setsunan University |
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Principal Investigator |
MAKINO Koshi Setsunan University, Department of Business Administration and Information, Associate Professor (00330762)
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| Co-Investigator(Kenkyū-buntansha) |
TANAKA Katsuaki Setsunan University, Department of Business Administration and Information, Professor (20155120)
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| Project Period (FY) |
2005 – 2007
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| Project Status |
Completed (Fiscal Year 2007)
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| Budget Amount *help |
¥3,540,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥240,000)
Fiscal Year 2007: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2006: ¥1,200,000 (Direct Cost: ¥1,200,000)
Fiscal Year 2005: ¥1,300,000 (Direct Cost: ¥1,300,000)
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| Keywords | advertising effectiveness / content information / persuasive communication / mechanism of information-processing |
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| Research Abstract |
This research examined the influence of content information on the advertising effectiveness and its information processing involved. Two surveys and three experiments were conducted to test whether content information of TV advertising, and if so, how it works in information-processing.
The main results were as followed; (1) the impression of the television personality gives evaluation of an advertisement article big influence for an advertisement. (2) the feeling of the audience who watched an advertisement influences the advertising effectiveness. (3) As for the information-processing, advertisement messages transmit a feeling of the audience and evaluation of an advertisement and purchasing will.
Finally, this research presents a non-parametric method named DEAP (data envelopment approximation) model in advertisements. By considering a budget constraint to that model, we are going to pursue the optimal advertising planning. In parametric approach, we have to estimate the production function like the Cobb-Douglas functional form. But in our DEAP model, we are able to estimate the frontier with unknown functional form and find the optimal combination using a budget constraint.
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