Μετ.Εργ. Διαφήμιση...

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Transcript of Μετ.Εργ. Διαφήμιση...

  • .... ,

    :

    :.

    , 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.

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  • 2

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    (Tellis 2005).

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    2.

    2.1

    MKT

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  • 3

    " " ( ,

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    2.1.1 (Economic Man)

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    .

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    , .

    , ,

    (

    , )

    .

    2.1.2 (Passive Man)

    MKT.

    .

  • 4

    2.1.3 (Cognitive Man)

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    ,

    (

    ).

    2.1.4 (Emotional

    Man)

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    , , ..,

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    2.2

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  • 5

    MKT

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    MKT.

    2.2.1

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  • 6

    ()

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    2.2.2

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    . 2-2

    . 2-1 ,

  • 7

    , .

    --

    , MKT

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    2-1:

    2.2.3 (Need Arousal)

    .

    (psychological set)

    (input variables)

    . 2-3.

    .

    ( )

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  • 8

    2-2

    "" ,

    ..

    . (stimulus exposure)

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  • 9

    .

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    2-3

  • 10

    (need arousal) ,

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    (tension state) ,

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    MKT

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    2.3

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    (attention) ,

    (perception

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    (memory)

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  • 11

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    2-4:

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  • 12

    .

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    (expected satisfaction)

    . (need association),

    .

    2.3.1

    ,

    .. ,

    .

    ,

    -,

    .

    , Keller Staelin (1987)

  • 13

    . Keller Staelin

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    ,

    .

    ,

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    - .

    (informational environment),

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  • 14

    (

    ).

    (, ,

    ..). Levin Gaeth (1988)

    ( )

    "75% " " 25% ".

    "75% ".

    .

    ( , ),

    .

    (averaging model of

    information integration).

    ,

    .

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    Levin Gaeth ,

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  • 15

    (75%, 25% ..) .

    .

    Hauser, Urban Weinberg (1993)

    ,

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    . Hauser et al.

    , .

    , , ,

    .

    : (1)

    -showroom, (2) , (3)

    word-of-mouth, (4) .

    , ,

    .

    , Cole Balasubramanian (1993)

    .

    (cereals)

    : 60 .

    .

  • 16

    ,

    cereal

    ,

    cereal.

    ,

    .

    Moorman (1990)

    .

    Cole Balasubramanian

    , ,

    ,

    .

    ,