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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
     1.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。
     2.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。
     3.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。
     4.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。
     5.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。
     6.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。
     7.藍三印、羅文坤編著(68) ，廣告心理學，初版，台北:天馬出版社。
     
     二、英文部份
     1. Aaker,David A.&Bruzzone,Donald E.(1981),"Viewer Perceptions of Prime-Time Television Advertising " ,Journal of Advertising Research 21(October),pp15-23.
     2. Aaker,David A.& Norris,Donald(1982)"Characteristics of TV Commercials Perceived as Informative" ,Journal of Advertising Research 22(Apeil /May),pp61-70.
     3. Backman,Jules(1968), "Is Advertising Wasteful?",Journal of ` Marketing 32(January),pp2-8.
     4. Bovee,Courtland L.&Arens, Wi II iam F. (1982) ,Contemporary Advertising,Hornewood I II. :R.D. Irwin.
     5. Burton,Philip Ward&Miller,Robert J.(1976),Advertising Fundamental,2nd ed.,Grid Inc ..
     6. Cateora,Philip R.(1990), International ~arketing,7th ed., Taipei:Hwa Tai Book Co ..
     7. Dirksen,Charles J . &Kroeger,Arthur(1973),Advertising Principles and Problems,4th ed. ,Homewood I II. :R.D. Irwin.
     8. DowIing,Grahame R.(1980),"Information content in U.S. and Australian Television Advertising " ,Journal of Marketing 44 ( Fall ) , pp 34 - 37 .
     9. Engel ,James F. ,Blackwell ,Roger D.&Kollat,David T. (1978) ,Consumer Behavior,Hinsdale,Dryden Press.
     10. 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.
     11. Kassarjian,Harold H.(1977),"Contrnt Analysis In Consumer Resesrch" ,Journal of Consumer Research 4(June), pp8-18.
     12. Krippendorff,Klaus(1980),Content Analysis:An Introduction to Its Methodology,Beverly Hills:Sage.
     13. Laczniak,Gene R.(1979),"Information Content in Print Advertising" ,Journal ism Quarterly 56(Summer) ,pp 324-327 &345.
     14. Lambin}Jean-Jacques(1975),"What Is the Real Impact of Advertising",Harvard Business Review May-June,pp 139-147.
     15 . 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.
     16. Laurent, Gilles & Kapferer, Jean-Noel (1985), " Measuring Consumer Involvement Profiles",Journal of Marketing Research 22(February),pp41-53.
     17. 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.
     18 . Marquez, F.T. ( 1977) , " Advertising Content:Persuasion,Information or Intimidation" ,Journal ism Quarterly 54 (Autumn),pp 482-491.
     19. Mueller,Barbara(1991),` An Analysis of Information Content in Standardized vs. Specialized Muitinational Advertisrment",Journal of International Business Studies ,First Quarter,pp23-39.
     20. Robertson,T.S. ,Zielinske , J .&Ward,S. ,Consumer Behavior,Greenwich,Ill inois: Scott,Foresman and Company.
     21. Rothschild ,Michael L. (1987) ,Advertising, Taipei :Hwa Tai Book Co ..
     22. Sandage,C.H.&Fryburge,Vernon(1971),Advertising Theory and Practice,8th ed.,Homewood Ill .:R.D.Irwin.
     23. Simon,Julian L.(1971),The Management of Advertising , Englewood Cliffs,NJ:Prentice-Hall.
     24. 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.
     25. Stern,Bruce L.& Resnik,Alan(1977),"An Analysis of Information Content in Television Advertising", Journal of Market i ng (January),pp 50-53.
     26. Vaughn,Richard(1980), "How Advertising Works:A Planning Model",Journal of Advertising Research 20(October), pp27-33.
     27. 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.
     28. Zaichkowsky,Judith L.(1985),"Measuring the Involvement Construct" ,Journal of Consumer Reaearch 12(December), pp341-352.
     29. 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) http://nccur.lib.nccu.edu.tw/handle/140.119/89160-
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
     圖次 . . . . . . . . . . . . . . . . . .Ⅲ
     表次. . . . . . . . . . . . . . . . . .Ⅳ
     第一章 緒論
     第一節 研究動機與目的. . . . . . . . . . . . . . . . . . 1
     第二節 研究主題. . . . . . . . . . . . . . . . . . 2
     第三節 研究貢獻與重要性. . . . . . . . . . . . . . . . . . 3
     第四節 研究內容. . . . . . . . . . . . . . . . . . 4
     本章註釋. . . . . . . . . . . . . . . . . . 6
     第二章 文獻回顧與觀念性架構
     第一節 廣告功能之介紹. . . . . . . . . . . . . . . . . . 7
     第二節 產品涉入與廣告訴求之相關文獻探討. . . . . . . . . . . . . . . . . . 10
     第三節 廣告資訊內涵之文獻回顧. . . . . . . . . . . . . . . . . . 17
     第四節 研究之觀念性架構. . . . . . . . . . . . . . . . . . 27
     本章註釋. . . . . . . . . . . . . . . . . . 32
     第三章 研究設計
     第一節 研究基礎與研究假設之建立. . . . . . . . . . . . . . .. 33
     第二節 變項定義與問卷設計. . . . . . . . . . . . . . . . . . 36
     第三節 抽樣方法. . . . . . . . . . . . . . . . . . 39
     第四節 統計分析方法. . . . . . . . . . . . . . . . . . 41
     第五節 研究限制. . . . . . . . . . . . . . . . . . 43
     本章註釋. . . . . . . . . . . . . . . . . . 45
     第四章 實證結果分析與研究發現
     第一節 實證結果分析(一)──卡方分析. . . . . . . . . . . . . . . . . ..46
     第二節 實證結果分析(二)──類目資料分析. . . . . . . . . . . . . . . . . . 59
     本章註釋. . . . . . . . . . . . . . . . . . 67
     第五章 結論與後續研究建議
     第一節 結論與策略涵義. . . . . . . . . . . . . . . . . . 69
     第二節後續研究建議. . . . . . . . . . . . . . . . . . 70
     本章註釋. . . . . . . . . . . . . . . . . . 71
     附錄
     廣告問卷. . . . . . . . . . . . . . . . . . 72
     參考書目. . . . . . . . . . . . . . . . . .76		zh_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
     1.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。
     2.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。
     3.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。
     4.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。
     5.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。
     6.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。
     7.藍三印、羅文坤編著(68) ，廣告心理學，初版，台北:天馬出版社。
     
     二、英文部份
     1. Aaker,David A.&Bruzzone,Donald E.(1981),"Viewer Perceptions of Prime-Time Television Advertising " ,Journal of Advertising Research 21(October),pp15-23.
     2. Aaker,David A.& Norris,Donald(1982)"Characteristics of TV Commercials Perceived as Informative" ,Journal of Advertising Research 22(Apeil /May),pp61-70.
     3. Backman,Jules(1968), "Is Advertising Wasteful?",Journal of ` Marketing 32(January),pp2-8.
     4. Bovee,Courtland L.&Arens, Wi II iam F. (1982) ,Contemporary Advertising,Hornewood I II. :R.D. Irwin.
     5. Burton,Philip Ward&Miller,Robert J.(1976),Advertising Fundamental,2nd ed.,Grid Inc ..
     6. Cateora,Philip R.(1990), International ~arketing,7th ed., Taipei:Hwa Tai Book Co ..
     7. Dirksen,Charles J . &Kroeger,Arthur(1973),Advertising Principles and Problems,4th ed. ,Homewood I II. :R.D. Irwin.
     8. DowIing,Grahame R.(1980),"Information content in U.S. and Australian Television Advertising " ,Journal of Marketing 44 ( Fall ) , pp 34 - 37 .
     9. Engel ,James F. ,Blackwell ,Roger D.&Kollat,David T. (1978) ,Consumer Behavior,Hinsdale,Dryden Press.
     10. 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.
     11. Kassarjian,Harold H.(1977),"Contrnt Analysis In Consumer Resesrch" ,Journal of Consumer Research 4(June), pp8-18.
     12. Krippendorff,Klaus(1980),Content Analysis:An Introduction to Its Methodology,Beverly Hills:Sage.
     13. Laczniak,Gene R.(1979),"Information Content in Print Advertising" ,Journal ism Quarterly 56(Summer) ,pp 324-327 &345.
     14. Lambin}Jean-Jacques(1975),"What Is the Real Impact of Advertising",Harvard Business Review May-June,pp 139-147.
     15 . 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.
     16. Laurent, Gilles & Kapferer, Jean-Noel (1985), " Measuring Consumer Involvement Profiles",Journal of Marketing Research 22(February),pp41-53.
     17. 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.
     18 . Marquez, F.T. ( 1977) , " Advertising Content:Persuasion,Information or Intimidation" ,Journal ism Quarterly 54 (Autumn),pp 482-491.
     19. Mueller,Barbara(1991),` An Analysis of Information Content in Standardized vs. Specialized Muitinational Advertisrment",Journal of International Business Studies ,First Quarter,pp23-39.
     20. Robertson,T.S. ,Zielinske , J .&Ward,S. ,Consumer Behavior,Greenwich,Ill inois: Scott,Foresman and Company.
     21. Rothschild ,Michael L. (1987) ,Advertising, Taipei :Hwa Tai Book Co ..
     22. Sandage,C.H.&Fryburge,Vernon(1971),Advertising Theory and Practice,8th ed.,Homewood Ill .:R.D.Irwin.
     23. Simon,Julian L.(1971),The Management of Advertising , Englewood Cliffs,NJ:Prentice-Hall.
     24. 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.
     25. Stern,Bruce L.& Resnik,Alan(1977),"An Analysis of Information Content in Television Advertising", Journal of Market i ng (January),pp 50-53.
     26. Vaughn,Richard(1980), "How Advertising Works:A Planning Model",Journal of Advertising Research 20(October), pp27-33.
     27. 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.
     28. Zaichkowsky,Judith L.(1985),"Measuring the Involvement Construct" ,Journal of Consumer Reaearch 12(December), pp341-352.
     29. Zaichkowsky,Judith L.(1986),"Conceptualizing Involvement ",Journal of Advertising 15(2),pp4-14.		zh_TW