PODADVERTISING–A CASE STUDY OF PODCASTING AS ADVERTISING MEDIUM

摘要

Pod casting has acquired rapid growth in popularity since its technical requirements were provided appropriately in 2004. Due to existing high demand for pod casts, advertising has arisen as a striking issue in the pod casting world. However, businessmen, particularly the expected marketers and advertisers, have not yet paid adequate attention on it. Our study aims to point out the potentials of pod casting as an advertising medium. Hence, we investigated its adaptableness to promotional activities and its esteem as a communication channel in order to obtain captive audience groups. The study proposes the necessity of adding pod cast advertising into marketing mix to surmount the ineffectiveness of traditional channels. Especially, pod casting can be considered as an implementation of pull technology to conduct targeted-advertising strategy. The underlying factors influencing audiences to accede pod casts which contains advertisements were identified and investigated, Confirmatory Factor Analysis was performed to examine proposed hypothesizes, and in addition to the contributions of this study, the foresight of future research avenues for this emerging advertising tool was presented in this article.