A Study Of The Synergies On The Influence Of Television Advertising And Online Video Advertising On Brand Equity

In today's society, with the rapid development of information technology and the emergence of new media, inergrating traditional media and new media as a platform for advertising can help enterprise establish and maintain brand equity. In the situation that consumers suffer overload information, it has important realistic significance to study how to grab consumers'attention effectively and improve their cognition of enterprise and brand. This paper selected the most representative traditional media-television, and a new media which had strong homogeneous with television-online video web site as the representatives of inergrating a traditional media and new media, analysed television advertising and online video advertising whether had synergies on their influences on brand equity.After reading the theories of integrated marketing communications and brand equity, this paper integrated the previous studies of integrating different advertising media, proposed that under the premise of the same number of advertising, the influence on brand equity of advertising on TV and on online video web site meanwhile will produce synergies. Reasoned out this hypothesis also right at the brand equity's four dimensions. This study adpoted control experiment method to verify the above assumptions. The total experiment was divided into four groups, with the same number of adverting, every group watched the same advertising of the same brand from different medias. The final conclusion are as follows:(1) adversting on television and on online video web site meanwhile will produce synergies on the influence on brand equity;(2) advertising on television and on online video web site meanwhile will produce synergies on the influence on brand awareness; (3) advertising on television and on online video web site meanwhile will produce synergies on the influnece on brand association;(4) advertising on television and on online video web site meanwhile will not produce synergies on the influence on brand perception quality and brand loyalty.