政策宣導效果指標之建構

Abstract

所謂傳播效果係從傳播者端的3M因素（Message、Media、Money）至影響閱聽人端的認知、態度、行為，其中所可能介入之因素，本研究透過文獻蒐集與參酌業界廣告與公關效果評量方式，建構「政策行銷效果指標」計四十二項，並經由專家集體決策之德菲法（Delphi method），徵詢十六位學界與業界對指標之意見。研究結果發現，除二項指標被剔除外，專家們同意本研究所建構之四項可應用於評量政策行銷效果之指標；此指標可使用於事前評估與事後測量：事前評估（pre-testing）指廣告稿完成或媒體計劃擬妥後但尚未執行前之評量；含訊息效果（廣告之獨特性、衝擊性、相關性、原創性、可運動性）與媒體效果，即電視（收視率、到達率、收視次數、首∕尾支比、主時段佔比）、平面媒體（閱讀率、發行量）、廣播（收聽率）、網路（點閱率）、及整體效果（媒體置入量、廣告金 額）之各項指標。事後測量（post-evaluation）指計劃執行後，根據實際數據所做之效果測量；亦分為二大類－媒體效果與閱聽人效果。媒體效果，含電視（收視率、到達率、收視次數、首∕尾支比、主時段佔比、總收視率GRP、每一收視率成本CPRP、每千人露出成本CPM）、平面媒體（閱讀率、發行量）、廣播（收聽率）、網路（點閱率）、及整體效果（媒體置入量、廣告金額、媒體報導量、廣告聲量、ROI比）之各項指標。閱聽人效果則含認知效果（品牌知名度、品牌理解度、商品知名度、商品理解度、活動知曉度、活動理解度、議題知曉度、議題理解度），態度效果（品牌偏好度、商品偏好度、活動參與意願、議題偏好度），與行為效果（品牌指名度、銷售量、購買頻率、商品指 名度、活動參與度、議題支持度）。

The advertising effect is highly influenced by message, media, and money from senders as well as the awareness, attitude and behaviors of receivers. This study constructs 42 indexes for improving policy promotion effects by reviewing documentary sources and the evaluations from industry first, and adopts Delphi method to assess the indexes. The 16 participants are scholars and industry representatives. All the participants agree that except two indexes, 40 indexes can be used for evaluation before and after the promotion programs. Pre-testing evaluates the copy or media plan before launching, which includes the indexes for message effect, media effects, and the whole programs evaluations. The post-evaluation, on the other sides, reviews the collected data after the promotion programs are lunched. It examines two parts, one is the media effect and the other is audience effect. The former includes the evaluation indexes for print media, broadcast media (television and radio), internet and the whole programs, the later involves the indexes for the audience`s awareness, attitude and the behaviors to the programs.