An Empirical Research Of The Factors Affcting High-tech Brand's Advertising Effects

With the development of the informational technology and the globalization, the Tchnical bulwarks between high-tech organizations become more and more fragile. The High-tech oganizations should put more resources into brand construction, to reduce customer transfer and loss. In the other hand, higher R&D costs and high-frequency products replacement drive the brand owner's uses all marketing means to enlarge their marketing share, speeding up the cash flowency. At the same time, high-tech products mean high technical content, complex structure, some innovations provide unprecedented experiences and convenient, so they should take a push method to increase their communication, marketing, and distribution. So, with regard to these triditonal servise or product providers, advertsju e ing is more important to the high-tech brand. High-tech enterprises invest billions into advertising every year. For example, the ipod advertising project costed Apple 286 million Dollors in 2005, the iPhone advertsing project costs nearly 1 billion recently. Intel put 7 billon Dollors into their "Intel Inside" signal from 1991 to 2002. These huge advertisement fees not only restricted R&D funds, prolonged the new product relese lifecycle, but also increased the retails pirces, added the operational risks for the brand owners.What confused these high-tech enterprises is whether these colorful advertisements is useful? How much effectiveness they can acquire? What kind of advertisement is most efficiency and immediate? Most of the previous advertising effictivenss researches are based on the common brand. Some are tartgeted to to traditional brand, such as beer, oat. It's also unable to find out whether here conclusions could apply to the distinctive high-tech brand.How dose the advertising impact audience is a much complex procedure, because (1) the advertisement often appeared in different media, each of the media generate different effectiveness. (2) Advertisement produed not only immediate effect but also delayed effect. (3) Advertising effects always change alone their lifecycles. (4) Continuous advertisng often provide cumulative or attenuate effects. (5) Different effects would be produced in different market segments. So, these targeted researches can provide more direct guiding significance to advertising practice, because of complecity. High-tech brand has some distinct characteristics, such as technical uncertainty, products profoundation, that chould distort the previous conclusions. So, high-tech brand should be studied as a independent category. This research compared the advertising effects on different media and persue, found the best advertsing tactics. Follow the conclusions of this dissertation, the advertisers could increase the efficiency of their high-tech advertisement, and reduce wastes in their advertising project.Specifically, this research try to study the basic discipline of high-tech brand's advertising effects sysmatically, find the impacts to different audience, construct a impacting model. And initiate a new method which does experiment and collect data in Internet. Details are as follows:(1)on the basis of the reactions of different customers after several high-tech brand advertsing exposure, verify some assumptions which porposed with customer characterisctics as independent variables and advertising effect factors as dependent variables. Find the differences of single characteristic, such as age, gender, occupation, etc.(2)The differences of advertising effects could be a ideal indicator to classify the costomers. In this research, I will accomplish it.(3)Build a model which has the input as the impacting factors, output as the constitutional factors of advertising effects.This research adopting a experimental method by showing the audience some brands' advertisement, such as LG, Canon, Sony, Lenovo, HP, Sony-Ericsson's advertisement in streaming media, presses, and outdoors, including rational and emotional pursues. Then the audience must fill in a questionnaire which has many questions based on their feeling in advertising cognitive, advertising attitude, brand cognitve, brand attitude, and purchasing intention. These questional was issued and filled in internet that could be import into an Access database. After a simple logical and completeness filt, the data could be caculated. There a 406 audiences attend the experimental and finished the questionnaire.There are altogether 6 methods used in the research, including descriptive atatistical analysis, which will describe the samples's distribution; anylysis of variance, which will verify some assumptions; correlation analysis, which will explain the regular patterns in the procedure of correlation analysis; cluster anylysis, which will find the perfect advertising affecters; regression analysis, which will define functions between factors; structural equation, which will construct the impacting model.Spss for windows 15.0 and Amos 7 were used in this research.There are 4 conclusions gotten in this research as follows:(1) Summerrizing 4 main factors impacting high-tech advertising effects, including Featuring Foctor, Experencing Factor, Situational Factor, and Capable Factor. Each of them has several constituent elements. This dissertation analysed the reasons of every impacting procedure.(2) Build a impacting model, specify the impacting relationship between these factors. Proved that the high-tech advertising effectiveness follow the DHM assumption.(3) Find ideal advertising affecters. To get different advertising goals, promote the effects in advertising cognitive, advertising attitude, brand cognitve, brand attitude, and purchasing intention, the advertiser should put their advertisement into different subdivisions of customer. This research finds which subdivision could give ideal reaction.(4) Selected the most efficiency media-pursue pair matching. The rational pursue advertisement in streaming media is the most efficiency combination of all kinds of media-pursue paie. However, the motional pursue advertisement in stream mdiea is the worst. The outdoor advertisements, neither rational nor emotional, can get their original purpose.