統合型マーケティング・コミュニケーションの成功例である「伊右衛門」のCMに対する反応分析

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  • トウゴウガタ マーケティング コミュニケーション ノ セイコウレイ デ アル イエモン ノ CM ニ タイスル ハンノウ ブンセキ
  • Analysis of Responses to a Commercial - An Example of Integrated Marketing Communications Strategy

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Participants in this study watched a commercial for Iyemon-brand green tea and were asked open-ended questions about their impressions. They then answered either-or questions on preference and buying intention.Participants also responded to open-ended questions on reasons why they liked (or disliked) the commercial as well as reasons why they would want (or would not want) to buy the product. Data was subject to text mining and the following results obtained. 1) Based on participants' impressions of the commercial and reasons why they liked it, keywords related to Japanese style such as "wa (harmony as a Japanese virtue), wafu (traditional Japanese style), or Japan";"kimono, or traditional Japanese dress"; and "Kyoto" were identified. Other keywords related to high quality concepts, including "authenticity-oriented, traditional, long-established, or quality brand," were also specified. These data indicated that participants' impressions of the commercial, such as its Japanese style and its high quality, corresponded to the advertiser's intended brand image. 2) The data revealed reasons why participants liked the commercial included elements from its mode of execution, such as entertainers and music used in the commercial. 3) In responding to their impressions of the commercial and reasons why they liked it, many participants answered "perfectly suitable" or "suitable" for the commercial's image and "suitable" in response to the image of the actual product. 4) The data also suggested that messages successful in promoting the tea as "tasty" or "flavorful" helped enhance buying intention

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