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題名 中美兩國平面廣告資訊內涵比較之研究
作者 林淑梅
LIN, SHU-MEI
貢獻者 張重昭
林淑梅
LIN, SHU-MEI
日期 1992
1991
上傳時間 2-May-2016 15:14:18 (UTC+8)
參考文獻 一、中文部份\r\n1.玉石番(78) ，傳播內容分析法一理論與實證，初版，台北:幼獅文化事業股份有限公司。\r\n2.Don E. Schultz` 林隆儀、羅文坤、鄭英傑合譯(79) ，產主策略精論，三版，台北:超越企管顧問股份有限公司。\r\n3.陳銘慧(80)「中美兩國印刷廣告訴求之比較研究」，台北:政治大學國際貿易研究所碩士論文，八十年六月。\r\n4.閔建蜀、游漢明編著(68) ，市場研究:基本方法，初版，香港:中文大學出版社。\r\n5.楊孝瀠(71) ，傳播研究與統計學，初版，台北:台灣商務印書館股份有限公司。\r\n6.Philip Kotler，賴鑫奎、周茂柏譯(75) ，行銷管理一分析、規劃與控制，初版，台北:曉園出版社。\r\n7.藍三印、羅文坤編著(68) ，廣告心理學，初版，台北:天馬出版社。\r\n\r\n二、英文部份\r\n1. Aaker,David A.&Bruzzone,Donald E.(1981),\"Viewer Perceptions of Prime-Time Television Advertising \" ,Journal of Advertising Research 21(October),pp15-23.\r\n2. Aaker,David A.& Norris,Donald(1982)\"Characteristics of TV Commercials Perceived as Informative\" ,Journal of Advertising Research 22(Apeil /May),pp61-70.\r\n3. Backman,Jules(1968), \"Is Advertising Wasteful?\",Journal of ` Marketing 32(January),pp2-8.\r\n4. Bovee,Courtland L.&Arens, Wi II iam F. (1982) ,Contemporary Advertising,Hornewood I II. :R.D. Irwin.\r\n5. Burton,Philip Ward&Miller,Robert J.(1976),Advertising Fundamental,2nd ed.,Grid Inc ..\r\n6. Cateora,Philip R.(1990), International ~arketing,7th ed., Taipei:Hwa Tai Book Co ..\r\n7. Dirksen,Charles J . &Kroeger,Arthur(1973),Advertising Principles and Problems,4th ed. ,Homewood I II. :R.D. Irwin.\r\n8. DowIing,Grahame R.(1980),\"Information content in U.S. and Australian Television Advertising \" ,Journal of Marketing 44 ( Fall ) , pp 34 - 37 .\r\n9. Engel ,James F. ,Blackwell ,Roger D.&Kollat,David T. (1978) ,Consumer Behavior,Hinsdale,Dryden Press.\r\n10. Hong,Jae W. ,Muderrisoglu,Aydin&Zinkhan,George M. (1987), \"Cultural Differences and Advertising Expression: A comparative Content Analysis of Japanese and U.S. Magazine Advertising\" ,Journal of Advertising 16(1), pp55-62.\r\n11. Kassarjian,Harold H.(1977),\"Contrnt Analysis In Consumer Resesrch\" ,Journal of Consumer Research 4(June), pp8-18.\r\n12. Krippendorff,Klaus(1980),Content Analysis:An Introduction to Its Methodology,Beverly Hills:Sage. \r\n13. Laczniak,Gene R.(1979),\"Information Content in Print Advertising\" ,Journal ism Quarterly 56(Summer) ,pp 324-327 &345.\r\n14. Lambin}Jean-Jacques(1975),\"What Is the Real Impact of Advertising\",Harvard Business Review May-June,pp 139-147.\r\n15 . Laurent, Gilles &Kapferer , Jean-Noel ( 1985) , \" Consumer Involvement Prefiles:A New Practical Approach to Consumer Involvement\",Journal of Advertising Rasearch 25(December),pp 48-56.\r\n16. Laurent, Gilles & Kapferer, Jean-Noel (1985), \" Measuring Consumer Involvement Profiles\",Journal of Marketing Research 22(February),pp41-53.\r\n17. Madden , Charles S.,Caballero, Marjorie J.& Matsukubo,Shinya (1986),\"Analysis of Information Content in U.S and Japanese Magazing Advertising” , Journal of Advertising 15(3),pp 38-45.\r\n18 . Marquez, F.T. ( 1977) , \" Advertising Content:Persuasion,Information or Intimidation\" ,Journal ism Quarterly 54 (Autumn),pp 482-491.\r\n19. Mueller,Barbara(1991),` An Analysis of Information Content in Standardized vs. Specialized Muitinational Advertisrment\",Journal of International Business Studies ,First Quarter,pp23-39.\r\n20. Robertson,T.S. ,Zielinske , J .&Ward,S. ,Consumer Behavior,Greenwich,Ill inois: Scott,Foresman and Company.\r\n21. Rothschild ,Michael L. (1987) ,Advertising, Taipei :Hwa Tai Book Co ..\r\n22. Sandage,C.H.&Fryburge,Vernon(1971),Advertising Theory and Practice,8th ed.,Homewood Ill .:R.D.Irwin.\r\n23. Simon,Julian L.(1971),The Management of Advertising , Englewood Cliffs,NJ:Prentice-Hall.\r\n24. Stern,Bruce L. ,Krugman,Dean M.&Resnik,Alan(1981),\"Magazine Advertising:An Analysis of Its Information Content\",Journal of Advertising Radearch 21(April), pp39-44.\r\n25. Stern,Bruce L.& Resnik,Alan(1977),\"An Analysis of Information Content in Television Advertising\", Journal of Market i ng (January),pp 50-53.\r\n26. Vaughn,Richard(1980), \"How Advertising Works:A Planning Model\",Journal of Advertising Research 20(October), pp27-33.\r\n27. Weinberger,Marc G.&Spotts,Harlan E.(1989), \"A Situational View of Information Content in TV Advertising in the U.S. and U.K.\",Journal of Jiarketing 53(January), pp89-94.\r\n28. Zaichkowsky,Judith L.(1985),\"Measuring the Involvement Construct\" ,Journal of Consumer Reaearch 12(December), pp341-352.\r\n29. Zaichkowsky,Judith L.(1986),\"Conceptualizing Involvement \",Journal of Advertising 15(2),pp4-14.
描述 碩士
國立政治大學
國際經營與貿易學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004606
資料類型 thesis
dc.contributor.advisor 張重昭zh_TW
dc.contributor.author (Authors) 林淑梅zh_TW
dc.contributor.author (Authors) LIN, SHU-MEIen_US
dc.creator (作者) 林淑梅zh_TW
dc.creator (作者) LIN, SHU-MEIen_US
dc.date (日期) 1992en_US
dc.date (日期) 1991en_US
dc.date.accessioned 2-May-2016 15:14:18 (UTC+8)-
dc.date.available 2-May-2016 15:14:18 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 15:14:18 (UTC+8)-
dc.identifier (Other Identifiers) B2002004606en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=101077-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description.tableofcontents 目次. . . . . . . . . . . . . . . . . .Ⅰ\r\n圖次 . . . . . . . . . . . . . . . . . .Ⅲ\r\n表次. . . . . . . . . . . . . . . . . .Ⅳ\r\n第一章 緒論\r\n第一節 研究動機與目的. . . . . . . . . . . . . . . . . . 1\r\n第二節 研究主題. . . . . . . . . . . . . . . . . . 2\r\n第三節 研究貢獻與重要性. . . . . . . . . . . . . . . . . . 3\r\n第四節 研究內容. . . . . . . . . . . . . . . . . . 4\r\n本章註釋. . . . . . . . . . . . . . . . . . 6\r\n第二章 文獻回顧與觀念性架構\r\n第一節 廣告功能之介紹. . . . . . . . . . . . . . . . . . 7\r\n第二節 產品涉入與廣告訴求之相關文獻探討. . . . . . . . . . . . . . . . . . 10\r\n第三節 廣告資訊內涵之文獻回顧. . . . . . . . . . . . . . . . . . 17\r\n第四節 研究之觀念性架構. . . . . . . . . . . . . . . . . . 27\r\n本章註釋. . . . . . . . . . . . . . . . . . 32\r\n第三章 研究設計\r\n第一節 研究基礎與研究假設之建立. . . . . . . . . . . . . . .. 33\r\n第二節 變項定義與問卷設計. . . . . . . . . . . . . . . . . . 36\r\n第三節 抽樣方法. . . . . . . . . . . . . . . . . . 39\r\n第四節 統計分析方法. . . . . . . . . . . . . . . . . . 41\r\n第五節 研究限制. . . . . . . . . . . . . . . . . . 43\r\n本章註釋. . . . . . . . . . . . . . . . . . 45\r\n第四章 實證結果分析與研究發現\r\n第一節 實證結果分析(一)──卡方分析. . . . . . . . . . . . . . . . . ..46\r\n第二節 實證結果分析(二)──類目資料分析. . . . . . . . . . . . . . . . . . 59\r\n本章註釋. . . . . . . . . . . . . . . . . . 67\r\n第五章 結論與後續研究建議\r\n第一節 結論與策略涵義. . . . . . . . . . . . . . . . . . 69\r\n第二節後續研究建議. . . . . . . . . . . . . . . . . . 70\r\n本章註釋. . . . . . . . . . . . . . . . . . 71\r\n附錄\r\n廣告問卷. . . . . . . . . . . . . . . . . . 72\r\n參考書目. . . . . . . . . . . . . . . . . .76zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004606en_US
dc.title (題名) 中美兩國平面廣告資訊內涵比較之研究zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部份\r\n1.玉石番(78) ，傳播內容分析法一理論與實證，初版，台北:幼獅文化事業股份有限公司。\r\n2.Don E. Schultz` 林隆儀、羅文坤、鄭英傑合譯(79) ，產主策略精論，三版，台北:超越企管顧問股份有限公司。\r\n3.陳銘慧(80)「中美兩國印刷廣告訴求之比較研究」，台北:政治大學國際貿易研究所碩士論文，八十年六月。\r\n4.閔建蜀、游漢明編著(68) ，市場研究:基本方法，初版，香港:中文大學出版社。\r\n5.楊孝瀠(71) ，傳播研究與統計學，初版，台北:台灣商務印書館股份有限公司。\r\n6.Philip Kotler，賴鑫奎、周茂柏譯(75) ，行銷管理一分析、規劃與控制，初版，台北:曉園出版社。\r\n7.藍三印、羅文坤編著(68) ，廣告心理學，初版，台北:天馬出版社。\r\n\r\n二、英文部份\r\n1. Aaker,David A.&Bruzzone,Donald E.(1981),\"Viewer Perceptions of Prime-Time Television Advertising \" ,Journal of Advertising Research 21(October),pp15-23.\r\n2. Aaker,David A.& Norris,Donald(1982)\"Characteristics of TV Commercials Perceived as Informative\" ,Journal of Advertising Research 22(Apeil /May),pp61-70.\r\n3. Backman,Jules(1968), \"Is Advertising Wasteful?\",Journal of ` Marketing 32(January),pp2-8.\r\n4. Bovee,Courtland L.&Arens, Wi II iam F. (1982) ,Contemporary Advertising,Hornewood I II. :R.D. Irwin.\r\n5. Burton,Philip Ward&Miller,Robert J.(1976),Advertising Fundamental,2nd ed.,Grid Inc ..\r\n6. Cateora,Philip R.(1990), International ~arketing,7th ed., Taipei:Hwa Tai Book Co ..\r\n7. Dirksen,Charles J . &Kroeger,Arthur(1973),Advertising Principles and Problems,4th ed. ,Homewood I II. :R.D. Irwin.\r\n8. DowIing,Grahame R.(1980),\"Information content in U.S. and Australian Television Advertising \" ,Journal of Marketing 44 ( Fall ) , pp 34 - 37 .\r\n9. Engel ,James F. ,Blackwell ,Roger D.&Kollat,David T. (1978) ,Consumer Behavior,Hinsdale,Dryden Press.\r\n10. Hong,Jae W. ,Muderrisoglu,Aydin&Zinkhan,George M. (1987), \"Cultural Differences and Advertising Expression: A comparative Content Analysis of Japanese and U.S. Magazine Advertising\" ,Journal of Advertising 16(1), pp55-62.\r\n11. Kassarjian,Harold H.(1977),\"Contrnt Analysis In Consumer Resesrch\" ,Journal of Consumer Research 4(June), pp8-18.\r\n12. Krippendorff,Klaus(1980),Content Analysis:An Introduction to Its Methodology,Beverly Hills:Sage. \r\n13. Laczniak,Gene R.(1979),\"Information Content in Print Advertising\" ,Journal ism Quarterly 56(Summer) ,pp 324-327 &345.\r\n14. Lambin}Jean-Jacques(1975),\"What Is the Real Impact of Advertising\",Harvard Business Review May-June,pp 139-147.\r\n15 . Laurent, Gilles &Kapferer , Jean-Noel ( 1985) , \" Consumer Involvement Prefiles:A New Practical Approach to Consumer Involvement\",Journal of Advertising Rasearch 25(December),pp 48-56.\r\n16. Laurent, Gilles & Kapferer, Jean-Noel (1985), \" Measuring Consumer Involvement Profiles\",Journal of Marketing Research 22(February),pp41-53.\r\n17. Madden , Charles S.,Caballero, Marjorie J.& Matsukubo,Shinya (1986),\"Analysis of Information Content in U.S and Japanese Magazing Advertising” , Journal of Advertising 15(3),pp 38-45.\r\n18 . Marquez, F.T. ( 1977) , \" Advertising Content:Persuasion,Information or Intimidation\" ,Journal ism Quarterly 54 (Autumn),pp 482-491.\r\n19. Mueller,Barbara(1991),` An Analysis of Information Content in Standardized vs. Specialized Muitinational Advertisrment\",Journal of International Business Studies ,First Quarter,pp23-39.\r\n20. Robertson,T.S. ,Zielinske , J .&Ward,S. ,Consumer Behavior,Greenwich,Ill inois: Scott,Foresman and Company.\r\n21. Rothschild ,Michael L. (1987) ,Advertising, Taipei :Hwa Tai Book Co ..\r\n22. Sandage,C.H.&Fryburge,Vernon(1971),Advertising Theory and Practice,8th ed.,Homewood Ill .:R.D.Irwin.\r\n23. Simon,Julian L.(1971),The Management of Advertising , Englewood Cliffs,NJ:Prentice-Hall.\r\n24. Stern,Bruce L. ,Krugman,Dean M.&Resnik,Alan(1981),\"Magazine Advertising:An Analysis of Its Information Content\",Journal of Advertising Radearch 21(April), pp39-44.\r\n25. Stern,Bruce L.& Resnik,Alan(1977),\"An Analysis of Information Content in Television Advertising\", Journal of Market i ng (January),pp 50-53.\r\n26. Vaughn,Richard(1980), \"How Advertising Works:A Planning Model\",Journal of Advertising Research 20(October), pp27-33.\r\n27. Weinberger,Marc G.&Spotts,Harlan E.(1989), \"A Situational View of Information Content in TV Advertising in the U.S. and U.K.\",Journal of Jiarketing 53(January), pp89-94.\r\n28. Zaichkowsky,Judith L.(1985),\"Measuring the Involvement Construct\" ,Journal of Consumer Reaearch 12(December), pp341-352.\r\n29. Zaichkowsky,Judith L.(1986),\"Conceptualizing Involvement \",Journal of Advertising 15(2),pp4-14.zh_TW