| dc.creator (作者) | 許碧芳;蘇鈺勳 | zh_TW |
| dc.date (日期) | 2008-01 | |
| dc.date.accessioned | 14-Dec-2016 14:07:34 (UTC+8) | - |
| dc.date.available | 14-Dec-2016 14:07:34 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-Dec-2016 14:07:34 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/104857 | - |
| dc.description.abstract (摘要) | 本文從企業主的觀點，來發展一個廣告代言人之評選模式。模式首先透過相關文獻及名目群體技術（NGT）找出廣告代言人合適的評選準則，再以層級分析法（AHP）來決定準則之相對權重、排序替選方案並選出最佳的廣告代言人，並以台灣一家知名飲料公司選擇廣告代言人為例來驗證。研究結果發現企業主最重視的準則依序為代言人可靠性、專業性、吸引力、適配度。最後再以敏感度分析來測試，當評估準則的權重改變時，對廣告代言人優先選擇順序的影響。這個模式提供了企業主客觀且有效的方式來選擇廣告代言人，為決策者提供一個參考的依據。 | |
| dc.description.abstract (摘要) | This study develops a model for selecting a spokesman. The proposed model adopts the nominal group technique (NGT) for selecting each evaluative criterion and the `Analytic Hierarchy Process (AHP)` to determine the relative weights of the criteria. Then the model ranks the alternatives and selects the optimum spokesman for a business. A famous Taiwanese drink company is used herein as an example of how a spokesman can be selected by using this model. The results indicats that this business ranks the criteria as follows: trustworthiness, expertise, attractiveness, fit. Sensitivity Analysis is then applied to adjust the evaluative criteria for selecting a spokesman more effectively. The proposed model helps businesses to effectively select a spokesman by providing the basis for their decision making. | |
| dc.format.extent | 381598 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 廣告學研究, 29, 29-46 | |
| dc.subject (關鍵詞) | 名目群體技術 ; 評選模式 ; 敏感度分析 ; 層級分析法 ; 廣告代言人 | |
| dc.subject (關鍵詞) | Analytic hierarchy process ; AHP ; Nominal group technique ; NGT ; Selection model ; Sensitivity analysis ; Spokesman | |
| dc.title (題名) | 廣告代言人評選模式之發展與應用 | zh_TW |
| dc.title.alternative (其他題名) | Developing and Implementing a Selection Model for Spokesman | |
| dc.type (資料類型) | article | |
