| The rapid development of short-form video has changed the way mobile users access information,and the placement strategy of the advertising market has also changed.In recent years,short-form video advertising has become the first choice of game advertisers,and as the market gradually matures,there is a lack of research on the corresponding advertising level effects.This study aims to explore the hierarchical effect of short-form video ad creative,to provide the industry with strategies for optimising short-form video ad creative and to provide practitioners with a theoretical reference for the hierarchical effect.This study compares the origin and evolution of the hierarchical effect model,and builds a research model based on previous research on the five stages of hierarchical effect: brand awareness,brand understanding,brand recognition,brand preference and brand intention.This study takes short video users with gaming attributes as the target audience,uses questionnaire survey method,takes the relevance and dispersion of game short video advertising creativity as the independent variables,takes the five stages of hierarchical effect as the dependent variables,and analyses the questionnaire data through SPSS and AMOS.The study investigated the relevance of ad creative that is valuable,meaningful and relevant to users,and the change in the hierarchical effect of creative dispersion that is perceived as novel and different to users.The study found that the relevance and dispersion of advertising ideas had a significant positive effect on brand perception in the first stage,brand preference in the fourth stage and brand intention in the fifth stage of the hierarchical effect.Of the five stages of the hierarchical effect: brand awareness,brand understanding,brand recognition,brand preference and brand intention,the first four stages each have a significant positive effect on the next stage.Based on the findings,this study provides suggestions for the game short video industry to evaluate the effectiveness of the placement in a more three-dimensional way based on the hierarchical effect,with different strategies in the five stages to enhance the hierarchical effect of game short video ad creative.The study further provides a theoretical basis for the classification and labelling of ad creatives and hierarchical effects for short video applications,and provides some reference value for promoting the development of intelligent production tools for short video materials. |
