| dc.contributor.advisor | 樓永堅 | zh_TW |
| dc.contributor.author (Authors) | 林宣伶 | zh_TW |
| dc.creator (作者) | 林宣伶 | zh_TW |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:50:34 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:50:34 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:50:34 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0095355032 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29908 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 95355032 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 根據統計，近年來台灣整體市場廣告量逐漸縮減，其中，廣告主最常刪減電視廣告的預算，但就目前而言，電視廣告仍然是大部分廣告主最主要採用的廣告媒介。電視廣告能接觸到廣大層面的消費者，透過有技巧的聲音、色彩、戲劇化的呈現方式，描繪產品的特性和價值、使用者與產品使用的機會，但在短時間內訊息稍縱即逝，廣告的製作與播放成本也相對比其他廣告媒介高，因此，如何適當的設計電視廣告以獲得廣告效益顯得相當重要。 本研究主要的研究方向有二，其一，是探討產品類型與廣告策略的關係，以瞭解不同的產品類型會採取怎樣的廣告策略；其二，則在探究產品類型與廣告策略對廣告溝通效果的影響。 分析資料是由潤利艾克曼公司所提供，以2004-2007年147則電視廣告的廣告效果調查結果做為依變數；本研究根據FCB模式利用德菲法和問卷設計把147項產品分類，並對廣告目的、廣告訴求、廣告訊息線索等廣告策略進行內容分析，做為本研究中之自變數。經由統計分析，本研究結果發現： 1. 若以「理性/感性」做為產品分類根據，產品類型與廣告訴求有顯著關係；若以「高/低涉入」做為產品分類根據，產品類型與廣告訴求無顯著關係。 2. 「理性/感性」產品類型與廣告資訊量的多寡有顯著關係。 3. 「高/低涉入」產品類型與廣告表達方式有顯著關係。 4. 產品類型與廣告訴求、廣告表達方式的交互效果對廣告效果皆無顯著影響。但就個別項目來看，感性產品廣告採用感性訴求，會比採取理性訴求獲得較佳的廣告態度；相較於高涉入產品廣告，低涉入產品廣告採取故事導向的表達方式會獲得較佳的購買意願。 5. 廣告資訊量與廣告效果呈現負相關的關係。當廣告資訊量越多，廣告效果的表現會越不佳。 | zh_TW |
| dc.description.tableofcontents | 目錄 III 表目錄 V 圖目錄 VII 第一章 導論 1 第一節 研究動機 1 第二節 研究目的 2 第三節 研究流程 3 第二章 文獻探討 4 第一節 廣告效果 4 一、廣告效果的分類 4 二、廣告效果的衡量 7 第二節 產品類型 9 一、涉入理論(Involvement Theory) 9 二、腦側化理論(Brain Specialization) 11 三、FCB模式四象限產品特性與廣告策略 12 四、FCB模式相關研究 14 第三節 廣告訊息研究 15 一、廣告訴求 15 二、廣告資訊量 20 三、廣告訊息表達方式 23 第三章 研究方法 28 第一節 研究架構與假說 28 第二節 研究方法 30 第四章 研究結果 48 第一節 基本資料結構之敘述性統計分析 48 第二節 產品類型與廣告策略之關係 58 第三節 產品類型、廣告策略對廣告效果之關係 64 第五章 結論與建議 87 第一節 研究結論 87 第三節 研究限制 94 參考文獻 95 附錄一：產品分類問卷 100 附錄二：類目編碼表 102 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095355032 | en_US |
| dc.subject (關鍵詞) | 廣告效果 | zh_TW |
| dc.title (題名) | 產品類型、廣告策略與廣告效果之實證研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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