台灣地區企業廣告使用概況之研究

學術產出-學位論文

文章檢視/開啟

pdf(1031)pdf(1218)pdf(1375)pdf(2757)pdf(2880)pdf(1329)pdf(1076)

書目匯出

Google Scholar^TM

題名	台灣地區企業廣告使用概況之研究
作者	周郁翔 Zhou Yu-Hsiang
貢獻者	劉美琪周郁翔 Zhou Yu-Hsiang
關鍵詞	企業廣告企業公關企業形象廣告企業議題廣告 Corporate advertising Corporate image advertising Corporate issue advertising Corporate public relations
日期	2002
上傳時間	17-九月-2009 15:34:18 (UTC+8)
摘要	目前企業所面臨市場競爭與整體經營環境變化劇烈，包括內部與股東、員工、供應商；外部與政府機構、競爭者、消費者、環保團體、特殊利益團體及媒體等利益關係人間關係的變化越趨劇烈。在此情形之下，良好企業形象與聲望的建立對於企業而言更顯得亦發重要，而企業往往也可以透過各種企業溝通工具來向內向外傳遞各種相關重要訊息，其中，企業廣告包括企業形象廣告與企業議題廣告，一方面具有企業公關的溝通目的，一方面以廣告的形式向企業利益關係人傳遞善意的訊息，並揭露經營上各種資訊，以進一步塑造良好之企業形象。由於國內外相關文獻過時且相當稀少，本研究主要目的在於對台灣地區企業廣告使用概況進行初步探討。研究內容分三大部分，首先，本研究以潤利公司1998到2002年之廣告統計量資料，來對台灣近年企業廣告使用情形進行描述，同時瞭解企業廣告量是否會受到經濟景氣、總廣告量以及產業類別的影響。第二部分則以產業類別、企業所屬國籍、成立年數與規模大小、企業聲望等企業相關特性，對個別企業之企業廣告投資量及使用比例多寡進行分析，以瞭解哪些企業會使用較多企業廣告。最後，本研究再藉由上述統計分析結果，輔以質化深度訪談，以深入瞭解分析結果並找出其他可能影響企業廣告使用多寡之因素。研究結果發現，1998年以來台灣地區企業廣告使用隨著經濟景氣衰退而逐漸減少，到2002年才小幅度上升；整體而言，各媒體之企業廣告量依序為電視、報紙與雜誌；歷年企業廣告投資量約占總體廣告量百分之二到四左右，與美國情況類似。在不同產業裡，服務、電腦及藥品業依序為企業廣告投資量最多的前幾大產業，其總和占全總量之一半且比例不斷上升，顯示企業廣告之投資量漸趨集中於特定產業中。此外，民生消費品業的企業廣告投資量則最少。在影響企業廣告使用多寡之相關特性部分，企業所屬之產業類別、成立年數高低，及企業聲望之高低，皆會影響到企業使用企業廣告投資量高低與企業廣告量佔公司總廣告量比例之多寡。此外，透過進一步企業訪談可知，外在環境因素包括經濟景氣及重要特殊議題；產業類別因素以及企業內部因素如高階主管支持、企業成立年數與聲望，及企業發展之階段性目標等，皆會影響到企業廣告使用之多寡。
參考文獻	一、中文部分：《天下雜誌》（1984）。〈企業形象廣告專輯〉，38期，七月號，頁企1~20。《天下雜誌》（1985）。〈企業形象廣告專輯〉，50期，七月號，頁93~114。《天下雜誌》（2001）。〈標竿企業聲望調查〉，245期，十月號，頁124~146。《天下雜誌》（2002）。〈標竿企業聲望調查總表〉，260期，十月號，頁186~190。《突破雜誌》（2000）。〈2000理想品牌排行榜〉，174期，頁29-42。《突破雜誌》（2001）。〈理想品牌排行榜〉，186期，頁38-47。《突破雜誌》（2002）。〈2002台灣地區理想品牌排行榜〉，198期，頁56-57。八卷俊雄（1988）。《企業形象戰略》，藝風堂編輯部編譯。臺北：藝風堂出版社。王文科（1990）。《教育研究法》。臺北：五南圖書出版公司。王文科（2000）。《質的教育研究法》。臺北：師大書苑。加藤邦彥（1992）。《企業形象革命》，藝風堂編輯部編譯。臺北：藝風堂出版社。吳芝儀、李奉儒譯（1999）。《質的評鑑與研究》，臺北：桂冠圖書公司。（原書：Patton, M.Q. (1995). Qualitative evaluation and research methods. Newbury Park, Calif.: Sage.）吳曼蒂（1998）。〈企業形象廣告〉，《動腦雜誌》，271期，頁63-67。吳東鴻（1990）。《臺灣地區產業間廣告行為差異之實證研究》。國立臺灣工業技術學院工程技術研究所碩士論文。李天任、藍莘譯（1995）。《大眾媒體研究》。臺北：亞太圖書出版社。（原書：Wimmer, R.D., & Dominick J. R. (1991). Mass media research: An introduction. Belmont, Calif.: Wadsworth Pub. Co.）李定健（1985）。〈企業形象的語言—企業廣告〉，《天下雜誌》，50期，頁105-108。李美華譯（1998）。《社會科學研究方法》。臺北：時英出版。（原書：Babbie E. (1995). The Practice of Social Research.(8th ed.). Belmont, Calif.: Wadsworth Pub.）林文斌（1984）。〈事實與創意〉，《天下雜誌》，38期，頁85-87。林靜伶、吳宜蓁、黃懿慧（1996）。《公共關係》。臺北：國立空中大學。洪震宇（2000）。〈二０００標竿企業--誰掌握開啟未來的鑰匙〉，《天下雜誌》，233期，頁132-154。孫秀蕙（1997）。〈公共關係—理論、策略與研究實例〉。臺北：正中書局。袁自玉（1990）。〈公共關係〉。臺北：前程企業管理公司。高渠（1985）。《電視廣告創作學》。臺北：華視。戚栩僊（1998）。〈廣告的概念〉，黃深勳、鄭自隆、戚栩僊、黃明蕙、郭文耀、漆梅君（編著）《廣告學》，頁2-41。蘆洲：空中大學。郭貞譯（1997）。《廣告目標與效果測定》。臺北：滾石文化。（原書：Dutka, S., & Colley, R. (1995). Dagmar: Defining Advertising Goals For Measured Advertising Results. New York: McGraw Hill.）黃俊英（1999）。《行銷研究：管理與技術》。六版，臺北：華泰書局。黃健洲（1995）。《台灣與美國企業廣告內容比較分析》。國立交通大學管理科學研究所碩士論文。黃深勳、鄭自隆、孫秀蕙、王方平（1997）：《企業公共關係》。蘆洲：空中大學。楊國樞、黃光國（1979）：《社會及行為科學研究法》。三版，臺北：東華書局。臧國仁（1988）。《公關手冊：公關原理與本土經驗》。臺北：商周文化。趙基宏（1993）。《企業公共關係運作模式之研究》。國立政治大學企業管理研究所未出版碩士論文。趙淑櫻（1992）。《企業贊助公益廣告動機與考量因素之研究》。國立成功大學工業管理研究所碩士論文。劉美琪、許安琪、漆梅君、於心如等著（2000）。《當代廣告：操作與概念》。臺北：學富文化。樊志育（1993）。《廣告學新論》。臺北：三民經銷（著者發行）。顏伯勤等（1984）。〈企業性廣告的價值〉，《天下雜誌》，38期，頁88-90。魏宏展（2002）。《收視質於廣告媒體企劃之應用探討》。政治大學廣告學系碩士班論文。中華民國行政院主計處網站。〈台灣地區社經觀察表年資料〉。http://www.dgbas.gov.tw/dgbas03/bs8/look/looky.htm 二、英文部分： Aaker, D. A. (1995). Building Strong Brands. New York: The Free Press. Balmer, J.M.T., Gray, E.R. (1998). Managing corporate image and corporate reputation. Long range Planning. Vol.31(5), pp.696-701. Belch G.E. & Belch M.A. (1999). Advertising and Promotion: an integrated marketing communications perspective. Boston: Irwin/McGraw-Hill. Berger, V. and Ryans, J.K. (1978). Use of advertising to improve MNC’s overseas image. Journal of Advertising. Vol.7, No.3, pp.40-47. Berkman H.W. and Gilson C.(1987). Advertising, (2nd ed.). New York: Random House. Biehal, J.G. & Sheinin A.D. (1998). Managing the brand in a corporate advertising environment: A decision-making framework for brand managers. Journal of Advertising. Vol.27, No.2, pp.99-110. Botwinick, P. (1984). The image of corporate image. Public Relations Journal. Vol.40, Nov, pp.12-14. Brouillard J. (1983). Timely Message. Advertising Age. August 29, M-30. Canfield, R. B., & Moore, H. F. (1973). Public Relations: Principle, Cases and Problems. Homewood, IL: Irwin. Chetty, S. (1997). The case study method for research in small sized firm. International Small Business Journal. Vol.15 (1), pp.73-85. Coombs, W. T. (1998). An Analytic Framework for Crisis Situations: Better Responses From a Better Understanding of the Situation. Journal of Public Relations Research. 10(3), pp.177-191. Cooper, W. (1988). Current Company Practices In the Use of Corporate Advertising. New York: Association of National Advertisiers, Inc. Crane, F.G. (1990). The need for corporate advertising in the financial services industry: a case study illustration. The Journal of Services Marketing. Vol.4(2), pp.31-37. Cutlip S. M., Center A. H. & Broom G. M. (1994). Effective Public Relations, (7th ed.)., Englewood Cliffs, NJ: Prentice-Hall. Cutlip, S.M., Center, A.H. & Broom, G.M. (1997). Effective Public Relations. Upper Saddle River, N.J.: Prentice Hall. Darling, H.L. (1975). How companies are using corporate advertising. Public Relations Journal. Vol.31(11), Nov, pp.26-29. Davids M. (1986). 15th Annual review of corporate advertising expenditures. Public Relations Journal. Vol.42, Dec, pp.18-20. Davids M. (1987). 16th Annual Review of Corporate Advertising Expenditures. Public Relations Journal. Vol.43, Sep, pp.28-31. Demming, W.E. (1986). Out of the Crisis. Milwaukee : Quality Express. Duffy, B. (1951). Advertising Media and Markets. (2nd Ed.). New York: Prentice-Hall. Fombrun C. J. & Shanley. (1990). What’s in a name? reputation building and corporate strategy. Academy of Management Journal. 33(2), pp.23-34. Fombrun, C. J. & Rindova, V. (1998). Reputation Management in Global 1000 Firms: A Benchmarking Study. Corporate Reputation Review. Vol.1, pp. 205-212. Garbett, T.F. (1982). Corporate Advertising : The What, the Why and the How. McGraw-Hill. Garbett, T.F. (1983). Researching corporate advertising. Journal of Advertising Research. Vol.23, No.1, Feb/Mar, pp.33-37. Garbett, T.F. (1988). How to build a corporation’s identity and project its image. Lexington Books. Glenn N.D. (1978). The general social surveys: editorial introduction to a symposium. Contemporary Sociology. Vol.7, p.532. Grass, R.C., Bartges, D.W. & Piech, J.L. (1972). Measuring corporate image ad effects. Journal of Advertising Research, Vol.12(6), pp.15-22. Gregory, J.R. (1991). Marketing Corporate Image: The Company As Your Number One Product.(2nd ed. ). Lincolnwood, Ill.: NTC Business Books. Grung J. E., & Hunt T. (1984), Management Public Relation. New York : Holt, Rinehart & Winston. Grunig J.E. (1992). Excellence in Public Relations and Communication Management. Hillsdale, NJ: Lawrence Erlbaum Associates. Harlow, R. F. (1976). Building a public relations definition. Public Relations Review, Vol.2(4), pp.21-43. Hartigan, M.F., Finch, P. (1986). The new emphasis on strategy in corporate advertising. Business Marketing, Feb pp.42-49. Heath, R. & Douglas, W. (1986). Issue advertising and its effect on public opinion recall. Public Relations Review. Vol.12(2), pp.47-55. Hendrix, J.A. (1998). Public relations cases.(2nd ed.). California: Wadsworth. Hon C. (1998). Demonstrating effectiveness in public relations: goal, objectives, and evaluation. Journal of Public Relations Research, 10(2), pp. 103-135. Houghton, F.(1984). How ads can sell more than products, Nations Business. Vol.72 Jun, pp.61-62. Hutton J.G. (1999), The definition, dimensions, and domain of public relations. Public Relations Review, 25(2), pp. 199-214. Hutton J.G., Goodman M.B., Alexander B.J., & Genest C.M.(2001) Reputation management: the new face of corporate public relations? Public Relations Review. Vol.27, pp.247-261. Kerlinger, Fred N. (1985). Foundations of Behavioral Research. (CBS International Editions). New York : McGraw Hill. Kotler, P., & Armstrong, G. (1994). Principles of Marketing. (7th ed.). Englewood Cliffs, N.J. : Prentice Hall. Lavidge R.J. & Steiner G.A. (1961). A model for predictive measurement of advertising effectiveness. Journal of Marketing. Vol.24(6), Oct, pp.59-62. Librisco, J.D.(1986). Company’s image is measured by the effects of its ads. Marketing News, Vol.20, Jan, p.47. Maathuis O.J.M.. (1993). CIPaC: Corporate image, performance and communication. Eburon: Delft. Marconi, (1996). Image Marketing : Using Public Perceptions To Attain Business Objectives. Lincolnwood, Ill. : NTC Business Books ; Chicago, Ill. : American Marketing Association. McLeod, Douglas M. & Motoko Kunita. (1994). A comparative Analysis of the using corporate advertising in the United States and Japan. International Journal of Advertising, Vol.13, pp.137-152. Nachmias & David Nachmias. (1992). Research Methods in the Social Sciences. New York: St. Martin’s Press Inc. Nader, P.S. (1983). Challenging the corporate ad. Advertising Age, Jan 24, pp.12-14. Newsom, J. & Dean (1996). This is PR: the Realities of Public Relations.(6th ed.), Belmont, C.A. Patti C.H. & McDonald J.P. (1985). Corporate advertising: process, practices, and perspectives (1970~1989). Journal of advertising, Vol.14, No.1, pp.42-49. Public Relation Journal. (1985). Corporate Advertising Expenditures. Vol.41, Dec. p.28-30. Public Relation Journal. (1988). The Best Corporate Advertising. Vol.44, May. p.32-33. Randall, D. M. (1987). Commitment and the Organization : The Organization Man Revisited. Academy of Management Review, 12(3), p.462. Rau, P.A. & Preble, J.F. (1988). Corporate public issue advertising: an analysis of the attitudes of chief executive. International Journal of Advertising, Vol.7 Issu.4, pp.293-306. Reisman J. (1989). Corporate advertising: Public relations in disguise?. Public Relations Journal. Sep, Vol.45, pp.21-27. Rossiter J.R. & Percy L. (1987). Advertising and Promotion Management. New York : McGraw Hill. Rothschild M.L. (1987). Advertising : From Fundamentals to Strategies. Lexington : D.C. Heath. Sachs W.S. (1981). Corporate advertising: ends, means, problems. Public Relations Journal. Vol.37(11), pp.14-17. Salter W. (1983). The Case for Corporate Advertising. New York : Time, Inc. Schumann D.W., Hathcote J.M. & Susan West. (1991). Corporate advertising in America: a review of published studies on use, measurement, and effectiveness. Journal of Advertising, Vol.10, No.3, pp.35-56. Sethi S.P. (1979). Institutional/image advertising and idea/issue advertising as marketing tools: some public policy issues. Journal of Marketing, Vol.43, pp.68-78. Useem, M. (1988). Market and institutional factors in corporate contributions. California Management Review, Vol.4(5), pp.77-88. Van Riel C.B.M (1995). Principles of Corporate Communication. Englewood Cliffs, NJ: Prentice-Hall International. Wain-wright, C.A. (1970). Television Commercials: How to Create Successful T.V. Advertising. New York: Hastings House Publisher. Waltzer, H. (1988). Corporate advocacy advertising and political influence. Public Relations Review, Vol.141, pp.41-55. Wilcox, D. L., Ault, P. H. & Agee, W. K. (1999), Public Relations: Strategies and Tactics.(5thed.), NY: Longman. Winkleman M. (1985). How to track corporate advertising. Public Relations Journal. Vol.41, Dec, p.38-39. Winkleman, M. (1985). Corporate advertising. Public Relations Journal, Vol.41, pp.38-39. Winkleman, M. & Curran, J. (1985). Corporate advertising/The 14th annual review of corporate advertising expenditures. Public Relations Journal. Vol.41(12), pp.22-29. Winter, L.C. (1983). Comparing pre-testing and post-testing of corporate advertising. Journal of Advertising Research. Vol.23, No.1, Feb/Mar, p.25-32. Winter, L.C. (1988). Does it pay to advertise to hostile audiences with corporate advertising? Journal of Advertising Research. Vol.28(3), Jun/Jul, pp.11-18. Winter, L.C. (1988). The effect of brand advertising on company image: Implications for corporate advertising. Journal of Advertising Research. Vol.23, April/May, pp.54-59. Woolward I. (1982). How to make corporate advocacy ads more effective. Marketing Communications. Vol.7, Jan, p.60. Yin, R.K. (1994). Case Study Research: Designed Methods. (2nd ed.).Thousand Oaks : Sage Publication.
描述	碩士國立政治大學廣告研究所 90452001 91
資料來源	http://thesis.lib.nccu.edu.tw/record/#G0904520011
資料類型	thesis

dc.contributor.advisor	劉美琪	zh_TW
dc.contributor.author (作者)	周郁翔	zh_TW
dc.contributor.author (作者)	Zhou Yu-Hsiang	en_US
dc.creator (作者)	周郁翔	zh_TW
dc.creator (作者)	Zhou Yu-Hsiang	en_US
dc.date (日期)	2002	en_US
dc.date.accessioned	17-九月-2009 15:34:18 (UTC+8)	-
dc.date.available	17-九月-2009 15:34:18 (UTC+8)	-
dc.date.issued (上傳時間)	17-九月-2009 15:34:18 (UTC+8)	-
dc.identifier (其他識別碼)	G0904520011	en_US
dc.identifier.uri (URI)	https://nccur.lib.nccu.edu.tw/handle/140.119/33131	-
dc.description (描述)	碩士	zh_TW
dc.description (描述)	國立政治大學	zh_TW
dc.description (描述)	廣告研究所	zh_TW
dc.description (描述)	90452001	zh_TW
dc.description (描述)	91	zh_TW
dc.description.abstract (摘要)	目前企業所面臨市場競爭與整體經營環境變化劇烈，包括內部與股東、員工、供應商；外部與政府機構、競爭者、消費者、環保團體、特殊利益團體及媒體等利益關係人間關係的變化越趨劇烈。在此情形之下，良好企業形象與聲望的建立對於企業而言更顯得亦發重要，而企業往往也可以透過各種企業溝通工具來向內向外傳遞各種相關重要訊息，其中，企業廣告包括企業形象廣告與企業議題廣告，一方面具有企業公關的溝通目的，一方面以廣告的形式向企業利益關係人傳遞善意的訊息，並揭露經營上各種資訊，以進一步塑造良好之企業形象。由於國內外相關文獻過時且相當稀少，本研究主要目的在於對台灣地區企業廣告使用概況進行初步探討。研究內容分三大部分，首先，本研究以潤利公司1998到2002年之廣告統計量資料，來對台灣近年企業廣告使用情形進行描述，同時瞭解企業廣告量是否會受到經濟景氣、總廣告量以及產業類別的影響。第二部分則以產業類別、企業所屬國籍、成立年數與規模大小、企業聲望等企業相關特性，對個別企業之企業廣告投資量及使用比例多寡進行分析，以瞭解哪些企業會使用較多企業廣告。最後，本研究再藉由上述統計分析結果，輔以質化深度訪談，以深入瞭解分析結果並找出其他可能影響企業廣告使用多寡之因素。研究結果發現，1998年以來台灣地區企業廣告使用隨著經濟景氣衰退而逐漸減少，到2002年才小幅度上升；整體而言，各媒體之企業廣告量依序為電視、報紙與雜誌；歷年企業廣告投資量約占總體廣告量百分之二到四左右，與美國情況類似。在不同產業裡，服務、電腦及藥品業依序為企業廣告投資量最多的前幾大產業，其總和占全總量之一半且比例不斷上升，顯示企業廣告之投資量漸趨集中於特定產業中。此外，民生消費品業的企業廣告投資量則最少。在影響企業廣告使用多寡之相關特性部分，企業所屬之產業類別、成立年數高低，及企業聲望之高低，皆會影響到企業使用企業廣告投資量高低與企業廣告量佔公司總廣告量比例之多寡。此外，透過進一步企業訪談可知，外在環境因素包括經濟景氣及重要特殊議題；產業類別因素以及企業內部因素如高階主管支持、企業成立年數與聲望，及企業發展之階段性目標等，皆會影響到企業廣告使用之多寡。	zh_TW
dc.description.tableofcontents	第一章緒論...............................................1 第一節研究背景與研究動機..................................1 第二節研究目的............................................5 第三節研究流程............................................6 第二章文獻探討...........................................8 第一節企業公關之相關文獻..................................8 第二節企業廣告之相關文獻.................................23 第三節企業廣告的使用行為.................................44 第三章研究方法..........................................53 第一節研究架構與研究方法之選取...........................53 第二節次級資料分析.......................................60 第三節深度訪談...........................................67 第四章研究分析與結果....................................70 第一節台灣地區企業廣告使用概況...........................70 第二節企業相關特性與企業廣告使用關係.....................86 第三節企業深度訪談.......................................99 第五章結論與建議.......................................116 第一節研究結果整理......................................116 第二節研究建議..........................................122 第三節研究限制..........................................125 參考文獻................................................127 一、中文部分.............................................127 二、英文部分.............................................128 附錄表一台灣地區近五年整體廣告使用情形（分媒體）............133 附錄表二台灣地區近五年企業廣告使用情形（分媒體）............136 附錄二企業訪談問卷........................................139 附錄三訪談企業簡介........................................140	zh_TW
dc.format.extent	8511 bytes	-
dc.format.extent	17132 bytes	-
dc.format.extent	12003 bytes	-
dc.format.extent	366720 bytes	-
dc.format.extent	34346 bytes	-
dc.format.extent	90653 bytes	-
dc.format.extent	11595 bytes	-
dc.format.mimetype	application/pdf	-
dc.format.mimetype	application/pdf	-
dc.format.mimetype	application/pdf	-
dc.format.mimetype	application/pdf	-
dc.format.mimetype	application/pdf	-
dc.format.mimetype	application/pdf	-
dc.format.mimetype	application/pdf	-
dc.language.iso	en_US	-
dc.source.uri (資料來源)	http://thesis.lib.nccu.edu.tw/record/#G0904520011	en_US
dc.subject (關鍵詞)	企業廣告	zh_TW
dc.subject (關鍵詞)	企業公關	zh_TW
dc.subject (關鍵詞)	企業形象廣告	zh_TW
dc.subject (關鍵詞)	企業議題廣告	zh_TW
dc.subject (關鍵詞)	Corporate advertising	en_US
dc.subject (關鍵詞)	Corporate image advertising	en_US
dc.subject (關鍵詞)	Corporate issue advertising	en_US
dc.subject (關鍵詞)	Corporate public relations	en_US
dc.title (題名)	台灣地區企業廣告使用概況之研究	zh_TW
dc.type (資料類型)	thesis	en
dc.relation.reference (參考文獻)	一、中文部分：	zh_TW
dc.relation.reference (參考文獻)	《天下雜誌》（1984）。〈企業形象廣告專輯〉，38期，七月號，頁企1~20。	zh_TW
dc.relation.reference (參考文獻)	《天下雜誌》（1985）。〈企業形象廣告專輯〉，50期，七月號，頁93~114。	zh_TW
dc.relation.reference (參考文獻)	《天下雜誌》（2001）。〈標竿企業聲望調查〉，245期，十月號，頁124~146。	zh_TW
dc.relation.reference (參考文獻)	《天下雜誌》（2002）。〈標竿企業聲望調查總表〉，260期，十月號，頁186~190。	zh_TW
dc.relation.reference (參考文獻)	《突破雜誌》（2000）。〈2000理想品牌排行榜〉，174期，頁29-42。	zh_TW
dc.relation.reference (參考文獻)	《突破雜誌》（2001）。〈理想品牌排行榜〉，186期，頁38-47。	zh_TW
dc.relation.reference (參考文獻)	《突破雜誌》（2002）。〈2002台灣地區理想品牌排行榜〉，198期，頁56-57。	zh_TW
dc.relation.reference (參考文獻)	八卷俊雄（1988）。《企業形象戰略》，藝風堂編輯部編譯。臺北：藝風堂出版社。	zh_TW
dc.relation.reference (參考文獻)	王文科（1990）。《教育研究法》。臺北：五南圖書出版公司。	zh_TW
dc.relation.reference (參考文獻)	王文科（2000）。《質的教育研究法》。臺北：師大書苑。	zh_TW
dc.relation.reference (參考文獻)	加藤邦彥（1992）。《企業形象革命》，藝風堂編輯部編譯。臺北：藝風堂出版社。	zh_TW
dc.relation.reference (參考文獻)	吳芝儀、李奉儒譯（1999）。《質的評鑑與研究》，臺北：桂冠圖書公司。（原書：Patton, M.Q. (1995). Qualitative evaluation and research methods. Newbury Park, Calif.: Sage.）	zh_TW
dc.relation.reference (參考文獻)	吳曼蒂（1998）。〈企業形象廣告〉，《動腦雜誌》，271期，頁63-67。	zh_TW
dc.relation.reference (參考文獻)	吳東鴻（1990）。《臺灣地區產業間廣告行為差異之實證研究》。國立臺灣工業技術學院工程技術研究所碩士論文。	zh_TW
dc.relation.reference (參考文獻)	李天任、藍莘譯（1995）。《大眾媒體研究》。臺北：亞太圖書出版社。（原書：Wimmer, R.D., & Dominick J. R. (1991). Mass media research: An introduction. Belmont, Calif.: Wadsworth Pub. Co.）	zh_TW
dc.relation.reference (參考文獻)	李定健（1985）。〈企業形象的語言—企業廣告〉，《天下雜誌》，50期，頁105-108。	zh_TW
dc.relation.reference (參考文獻)	李美華譯（1998）。《社會科學研究方法》。臺北：時英出版。（原書：Babbie E. (1995). The Practice of Social Research.(8th ed.). Belmont, Calif.: Wadsworth Pub.）	zh_TW
dc.relation.reference (參考文獻)	林文斌（1984）。〈事實與創意〉，《天下雜誌》，38期，頁85-87。	zh_TW
dc.relation.reference (參考文獻)	林靜伶、吳宜蓁、黃懿慧（1996）。《公共關係》。臺北：國立空中大學。	zh_TW
dc.relation.reference (參考文獻)	洪震宇（2000）。〈二０００標竿企業--誰掌握開啟未來的鑰匙〉，《天下雜誌》，233期，頁132-154。	zh_TW
dc.relation.reference (參考文獻)	孫秀蕙（1997）。〈公共關係—理論、策略與研究實例〉。臺北：正中書局。	zh_TW
dc.relation.reference (參考文獻)	袁自玉（1990）。〈公共關係〉。臺北：前程企業管理公司。	zh_TW
dc.relation.reference (參考文獻)	高渠（1985）。《電視廣告創作學》。臺北：華視。	zh_TW
dc.relation.reference (參考文獻)	戚栩僊（1998）。〈廣告的概念〉，黃深勳、鄭自隆、戚栩僊、黃明蕙、郭文耀、漆梅君（編著）《廣告學》，頁2-41。蘆洲：空中大學。	zh_TW
dc.relation.reference (參考文獻)	郭貞譯（1997）。《廣告目標與效果測定》。臺北：滾石文化。（原書：Dutka, S., & Colley, R. (1995). Dagmar: Defining Advertising Goals For Measured Advertising Results. New York: McGraw Hill.）	zh_TW
dc.relation.reference (參考文獻)	黃俊英（1999）。《行銷研究：管理與技術》。六版，臺北：華泰書局。	zh_TW
dc.relation.reference (參考文獻)	黃健洲（1995）。《台灣與美國企業廣告內容比較分析》。國立交通大學管理科學研究所碩士論文。	zh_TW
dc.relation.reference (參考文獻)	黃深勳、鄭自隆、孫秀蕙、王方平（1997）：《企業公共關係》。蘆洲：空中大學。	zh_TW
dc.relation.reference (參考文獻)	楊國樞、黃光國（1979）：《社會及行為科學研究法》。三版，臺北：東華書局。	zh_TW
dc.relation.reference (參考文獻)	臧國仁（1988）。《公關手冊：公關原理與本土經驗》。臺北：商周文化。	zh_TW
dc.relation.reference (參考文獻)	趙基宏（1993）。《企業公共關係運作模式之研究》。國立政治大學企業管理研究所未出版碩士論文。	zh_TW
dc.relation.reference (參考文獻)	趙淑櫻（1992）。《企業贊助公益廣告動機與考量因素之研究》。國立成功大學工業管理研究所碩士論文。	zh_TW
dc.relation.reference (參考文獻)	劉美琪、許安琪、漆梅君、於心如等著（2000）。《當代廣告：操作與概念》。臺北：學富文化。	zh_TW
dc.relation.reference (參考文獻)	樊志育（1993）。《廣告學新論》。臺北：三民經銷（著者發行）。	zh_TW
dc.relation.reference (參考文獻)	顏伯勤等（1984）。〈企業性廣告的價值〉，《天下雜誌》，38期，頁88-90。	zh_TW
dc.relation.reference (參考文獻)	魏宏展（2002）。《收視質於廣告媒體企劃之應用探討》。政治大學廣告學系碩士班論文。	zh_TW
dc.relation.reference (參考文獻)	中華民國行政院主計處網站。〈台灣地區社經觀察表年資料〉。http://www.dgbas.gov.tw/dgbas03/bs8/look/looky.htm	zh_TW
dc.relation.reference (參考文獻)	二、英文部分：	zh_TW
dc.relation.reference (參考文獻)	Aaker, D. A. (1995). Building Strong Brands. New York: The Free Press.	zh_TW
dc.relation.reference (參考文獻)	Balmer, J.M.T., Gray, E.R. (1998). Managing corporate image and corporate reputation. Long range Planning. Vol.31(5), pp.696-701.	zh_TW
dc.relation.reference (參考文獻)	Belch G.E. & Belch M.A. (1999). Advertising and Promotion: an integrated marketing communications perspective. Boston: Irwin/McGraw-Hill.	zh_TW
dc.relation.reference (參考文獻)	Berger, V. and Ryans, J.K. (1978). Use of advertising to improve MNC’s overseas image. Journal of Advertising. Vol.7, No.3, pp.40-47.	zh_TW
dc.relation.reference (參考文獻)	Berkman H.W. and Gilson C.(1987). Advertising, (2nd ed.). New York: Random House.	zh_TW
dc.relation.reference (參考文獻)	Biehal, J.G. & Sheinin A.D. (1998). Managing the brand in a corporate advertising environment: A decision-making framework for brand managers. Journal of Advertising. Vol.27, No.2, pp.99-110.	zh_TW
dc.relation.reference (參考文獻)	Botwinick, P. (1984). The image of corporate image. Public Relations Journal. Vol.40, Nov, pp.12-14.	zh_TW
dc.relation.reference (參考文獻)	Brouillard J. (1983). Timely Message. Advertising Age. August 29, M-30.	zh_TW
dc.relation.reference (參考文獻)	Canfield, R. B., & Moore, H. F. (1973). Public Relations: Principle, Cases and Problems. Homewood, IL: Irwin.	zh_TW
dc.relation.reference (參考文獻)	Chetty, S. (1997). The case study method for research in small sized firm. International Small Business Journal. Vol.15 (1), pp.73-85.	zh_TW
dc.relation.reference (參考文獻)	Coombs, W. T. (1998). An Analytic Framework for Crisis Situations: Better Responses From a Better Understanding of the Situation. Journal of Public Relations Research. 10(3), pp.177-191.	zh_TW
dc.relation.reference (參考文獻)	Cooper, W. (1988). Current Company Practices In the Use of Corporate Advertising. New York: Association of National Advertisiers, Inc.	zh_TW
dc.relation.reference (參考文獻)	Crane, F.G. (1990). The need for corporate advertising in the financial services industry: a case study illustration. The Journal of Services Marketing. Vol.4(2), pp.31-37.	zh_TW
dc.relation.reference (參考文獻)	Cutlip S. M., Center A. H. & Broom G. M. (1994). Effective Public Relations, (7th ed.)., Englewood Cliffs, NJ: Prentice-Hall.	zh_TW
dc.relation.reference (參考文獻)	Cutlip, S.M., Center, A.H. & Broom, G.M. (1997). Effective Public Relations. Upper Saddle River, N.J.: Prentice Hall.	zh_TW
dc.relation.reference (參考文獻)	Darling, H.L. (1975). How companies are using corporate advertising. Public Relations Journal. Vol.31(11), Nov, pp.26-29.	zh_TW
dc.relation.reference (參考文獻)	Davids M. (1986). 15th Annual review of corporate advertising expenditures. Public Relations Journal. Vol.42, Dec, pp.18-20.	zh_TW
dc.relation.reference (參考文獻)	Davids M. (1987). 16th Annual Review of Corporate Advertising Expenditures. Public Relations Journal. Vol.43, Sep, pp.28-31.	zh_TW
dc.relation.reference (參考文獻)	Demming, W.E. (1986). Out of the Crisis. Milwaukee : Quality Express.	zh_TW
dc.relation.reference (參考文獻)	Duffy, B. (1951). Advertising Media and Markets. (2nd Ed.). New York: Prentice-Hall.	zh_TW
dc.relation.reference (參考文獻)	Fombrun C. J. & Shanley. (1990). What’s in a name? reputation building and corporate strategy. Academy of Management Journal. 33(2), pp.23-34.	zh_TW
dc.relation.reference (參考文獻)	Fombrun, C. J. & Rindova, V. (1998). Reputation Management in Global 1000 Firms: A Benchmarking Study. Corporate Reputation Review. Vol.1, pp. 205-212.	zh_TW
dc.relation.reference (參考文獻)	Garbett, T.F. (1982). Corporate Advertising : The What, the Why and the How. McGraw-Hill.	zh_TW
dc.relation.reference (參考文獻)	Garbett, T.F. (1983). Researching corporate advertising. Journal of Advertising Research. Vol.23, No.1, Feb/Mar, pp.33-37.	zh_TW
dc.relation.reference (參考文獻)	Garbett, T.F. (1988). How to build a corporation’s identity and project its image. Lexington Books.	zh_TW
dc.relation.reference (參考文獻)	Glenn N.D. (1978). The general social surveys: editorial introduction to a symposium. Contemporary Sociology. Vol.7, p.532.	zh_TW
dc.relation.reference (參考文獻)	Grass, R.C., Bartges, D.W. & Piech, J.L. (1972). Measuring corporate image ad effects. Journal of Advertising Research, Vol.12(6), pp.15-22.	zh_TW
dc.relation.reference (參考文獻)	Gregory, J.R. (1991). Marketing Corporate Image: The Company As Your Number One Product.(2nd ed. ). Lincolnwood, Ill.: NTC Business Books.	zh_TW
dc.relation.reference (參考文獻)	Grung J. E., & Hunt T. (1984), Management Public Relation. New York : Holt, Rinehart & Winston.	zh_TW
dc.relation.reference (參考文獻)	Grunig J.E. (1992). Excellence in Public Relations and Communication Management. Hillsdale, NJ: Lawrence Erlbaum Associates.	zh_TW
dc.relation.reference (參考文獻)	Harlow, R. F. (1976). Building a public relations definition. Public Relations Review, Vol.2(4), pp.21-43.	zh_TW
dc.relation.reference (參考文獻)	Hartigan, M.F., Finch, P. (1986). The new emphasis on strategy in corporate advertising. Business Marketing, Feb pp.42-49.	zh_TW
dc.relation.reference (參考文獻)	Heath, R. & Douglas, W. (1986). Issue advertising and its effect on public opinion recall. Public Relations Review. Vol.12(2), pp.47-55.	zh_TW
dc.relation.reference (參考文獻)	Hendrix, J.A. (1998). Public relations cases.(2nd ed.). California: Wadsworth.	zh_TW
dc.relation.reference (參考文獻)	Hon C. (1998). Demonstrating effectiveness in public relations: goal, objectives, and evaluation. Journal of Public Relations Research, 10(2), pp. 103-135.	zh_TW
dc.relation.reference (參考文獻)	Houghton, F.(1984). How ads can sell more than products, Nations Business. Vol.72 Jun, pp.61-62.	zh_TW
dc.relation.reference (參考文獻)	Hutton J.G. (1999), The definition, dimensions, and domain of public relations. Public Relations Review, 25(2), pp. 199-214.	zh_TW
dc.relation.reference (參考文獻)	Hutton J.G., Goodman M.B., Alexander B.J., & Genest C.M.(2001) Reputation management: the new face of corporate public relations? Public Relations Review. Vol.27, pp.247-261.	zh_TW
dc.relation.reference (參考文獻)	Kerlinger, Fred N. (1985). Foundations of Behavioral Research. (CBS International Editions). New York : McGraw Hill.	zh_TW
dc.relation.reference (參考文獻)	Kotler, P., & Armstrong, G. (1994). Principles of Marketing. (7th ed.). Englewood Cliffs, N.J. : Prentice Hall.	zh_TW
dc.relation.reference (參考文獻)	Lavidge R.J. & Steiner G.A. (1961). A model for predictive measurement of advertising effectiveness. Journal of Marketing. Vol.24(6), Oct, pp.59-62.	zh_TW
dc.relation.reference (參考文獻)	Librisco, J.D.(1986). Company’s image is measured by the effects of its ads. Marketing News, Vol.20, Jan, p.47.	zh_TW
dc.relation.reference (參考文獻)	Maathuis O.J.M.. (1993). CIPaC: Corporate image, performance and communication. Eburon: Delft.	zh_TW
dc.relation.reference (參考文獻)	Marconi, (1996). Image Marketing : Using Public Perceptions To Attain Business Objectives. Lincolnwood, Ill. : NTC Business Books ; Chicago, Ill. : American Marketing Association.	zh_TW
dc.relation.reference (參考文獻)	McLeod, Douglas M. & Motoko Kunita. (1994). A comparative Analysis of the using corporate advertising in the United States and Japan. International Journal of Advertising, Vol.13, pp.137-152.	zh_TW
dc.relation.reference (參考文獻)	Nachmias & David Nachmias. (1992). Research Methods in the Social Sciences. New York: St. Martin’s Press Inc.	zh_TW
dc.relation.reference (參考文獻)	Nader, P.S. (1983). Challenging the corporate ad. Advertising Age, Jan 24, pp.12-14.	zh_TW
dc.relation.reference (參考文獻)	Newsom, J. & Dean (1996). This is PR: the Realities of Public Relations.(6th ed.), Belmont, C.A.	zh_TW
dc.relation.reference (參考文獻)	Patti C.H. & McDonald J.P. (1985). Corporate advertising: process, practices, and perspectives (1970~1989). Journal of advertising, Vol.14, No.1, pp.42-49.	zh_TW
dc.relation.reference (參考文獻)	Public Relation Journal. (1985). Corporate Advertising Expenditures. Vol.41, Dec. p.28-30.	zh_TW
dc.relation.reference (參考文獻)	Public Relation Journal. (1988). The Best Corporate Advertising. Vol.44, May. p.32-33.	zh_TW
dc.relation.reference (參考文獻)	Randall, D. M. (1987). Commitment and the Organization : The Organization Man Revisited. Academy of Management Review, 12(3), p.462.	zh_TW
dc.relation.reference (參考文獻)	Rau, P.A. & Preble, J.F. (1988). Corporate public issue advertising: an analysis of the attitudes of chief executive. International Journal of Advertising, Vol.7 Issu.4, pp.293-306.	zh_TW
dc.relation.reference (參考文獻)	Reisman J. (1989). Corporate advertising: Public relations in disguise?. Public Relations Journal. Sep, Vol.45, pp.21-27.	zh_TW
dc.relation.reference (參考文獻)	Rossiter J.R. & Percy L. (1987). Advertising and Promotion Management. New York : McGraw Hill.	zh_TW
dc.relation.reference (參考文獻)	Rothschild M.L. (1987). Advertising : From Fundamentals to Strategies. Lexington : D.C. Heath.	zh_TW
dc.relation.reference (參考文獻)	Sachs W.S. (1981). Corporate advertising: ends, means, problems. Public Relations Journal. Vol.37(11), pp.14-17.	zh_TW
dc.relation.reference (參考文獻)	Salter W. (1983). The Case for Corporate Advertising. New York : Time, Inc.	zh_TW
dc.relation.reference (參考文獻)	Schumann D.W., Hathcote J.M. & Susan West. (1991). Corporate advertising in America: a review of published studies on use, measurement, and effectiveness. Journal of Advertising, Vol.10, No.3, pp.35-56.	zh_TW
dc.relation.reference (參考文獻)	Sethi S.P. (1979). Institutional/image advertising and idea/issue advertising as marketing tools: some public policy issues. Journal of Marketing, Vol.43, pp.68-78.	zh_TW
dc.relation.reference (參考文獻)	Useem, M. (1988). Market and institutional factors in corporate contributions. California Management Review, Vol.4(5), pp.77-88.	zh_TW
dc.relation.reference (參考文獻)	Van Riel C.B.M (1995). Principles of Corporate Communication. Englewood Cliffs, NJ: Prentice-Hall International.	zh_TW
dc.relation.reference (參考文獻)	Wain-wright, C.A. (1970). Television Commercials: How to Create Successful T.V. Advertising. New York: Hastings House Publisher.	zh_TW
dc.relation.reference (參考文獻)	Waltzer, H. (1988). Corporate advocacy advertising and political influence. Public Relations Review, Vol.141, pp.41-55.	zh_TW
dc.relation.reference (參考文獻)	Wilcox, D. L., Ault, P. H. & Agee, W. K. (1999), Public Relations: Strategies and Tactics.(5thed.), NY: Longman.	zh_TW
dc.relation.reference (參考文獻)	Winkleman M. (1985). How to track corporate advertising. Public Relations Journal. Vol.41, Dec, p.38-39.	zh_TW
dc.relation.reference (參考文獻)	Winkleman, M. (1985). Corporate advertising. Public Relations Journal, Vol.41, pp.38-39.	zh_TW
dc.relation.reference (參考文獻)	Winkleman, M. & Curran, J. (1985). Corporate advertising/The 14th annual review of corporate advertising expenditures. Public Relations Journal. Vol.41(12), pp.22-29.	zh_TW
dc.relation.reference (參考文獻)	Winter, L.C. (1983). Comparing pre-testing and post-testing of corporate advertising. Journal of Advertising Research. Vol.23, No.1, Feb/Mar, p.25-32.	zh_TW
dc.relation.reference (參考文獻)	Winter, L.C. (1988). Does it pay to advertise to hostile audiences with corporate advertising? Journal of Advertising Research. Vol.28(3), Jun/Jul, pp.11-18.	zh_TW
dc.relation.reference (參考文獻)	Winter, L.C. (1988). The effect of brand advertising on company image: Implications for corporate advertising. Journal of Advertising Research. Vol.23, April/May, pp.54-59.	zh_TW
dc.relation.reference (參考文獻)	Woolward I. (1982). How to make corporate advocacy ads more effective. Marketing Communications. Vol.7, Jan, p.60.	zh_TW
dc.relation.reference (參考文獻)	Yin, R.K. (1994). Case Study Research: Designed Methods. (2nd ed.).Thousand Oaks : Sage Publication.	zh_TW

學術產出-學位論文

文章檢視/開啟

書目匯出

Google ScholarTM

政大圖書館

引文資訊

TAIR相關學術產出

Google Scholar^TM