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題名 甘比亞消費者中人口統計因素對廣告效果之影響
The Impact of Demographic Factors on Advertising among Gambian Consumers
作者 沙帝保
Sadibou Jammeh
貢獻者 李嘉林
Lee,chia lin
沙帝保
Sadibou Jammeh
關鍵詞 消費者
人口統計
廣告效果
日期 2009
上傳時間 8-Dec-2010 01:59:20 (UTC+8)
摘要 甘比亞消費者中人口統計因素對廣告效果之影響
A study on the impact of demographic factors on adverting among Gambian consumers is very crucial in the development of the overall advertising industry in The Gambia. Although no previous studies have been dedicated to this area, this research reveals the importance of significant differences in gender, age and education among Gambian consumers. The focus of this study was therefore to conduct an empirical research on differences in demographic factors among Gambian consumers in their response to different advertising appeals and choice of media.
     The findings of this study will serve as a reference for companies and advertising agencies to design better advertising campaigns for their target audience by providing adequate knowledge on the behaviour of the Gambian consumer. According to the differences in response to different advertising appeals and media choices, Gambian consumers should not just be bundled, rather conscious effort must be made to reach out to consumers on different media, programmes, and at different times who should also be targeted based on difference in gender, age and level of education.
     This research will also serve policy makers as well as the nation’s only TV station to set quality standards for the advertising industry in The Gambia. The absence of a comprehensive policy on advertising gives much weight to this study in understanding what constitutes an effective, desirable and ethically accepted advertising in a conservative society like The Gambia
LIST OF TABLES VIII
     CHAPTER ONE 1
     1.1 Background 1
     1.2 Motivation for Research 2
     1.3 Purpose of Research 3
     1.4 Research Questions 5
     1.5 Research Structure 5
     CHAPTER TWO 7
     2.1. Brief Information of The Gambia 7
     2.2 Background Information of TV Industry 8
     2.3 History of TV Advertising in The Gambia 10
     2.3.1 TV advertising 10
     2.3.2 Advertising Agencies 11
     2.4 Analysis of Concepts in Consumer Behaviour 13
     2.4.1Motives 13
     2.4.2 Need 14
     2.4.3 Drive 15
     2.4.4 Repetition 16
     2.4.5 Perception 16
     2.4.6 Hedonism 19
     2.4.7 Humour 19
     2.5 Advertising 19
     2.5.1 TV Advertising 20
     2.5.2 Word of Mouth Advertising 22
     2.5.3 Comparative vs. Non-Comparative Advertisement 25
     2.5.4 Corporate Advertisement 26
     2.5.5 Informational Advertisement vs. Persuasive Advertisement 27
     2.6 Advertising effectiveness 28
     2.7 Hypotheses of the research 31
     CHAPTER THREE 33
     3.1 Research Structure 33
     3.2 Research Philosophy 33
     3.3 Research Approach 36
     3.4 Research Design 39
     3.5 Time Horizon 40
     3.6 Sampling (population and sample) 40
     CHAPTER FOUR 42
     4.1. General Demographic information 42
     4.3 Ranking of media choices by respondents 44
     4.3 Different lengths of advertising preferred by respondents 45
     4.4 Factors respondents consider important in purchase decision 46
     4.5 Appeals in Advertising and their importance to respondents 47
     4.6 Discussion of Hypotheses 48
     4.7 Strategic Conclusions and implications of findings 74
     CHAPTER FIVE 78
     Conclusions and Recommendations 78
     5.1 Conclusions 78
     5.2 Recommendations 80
     5.3 Limitations and Future Research 80
     REFERENCES 82
參考文獻 1. Boddewyn, Jean J. 1989. Advertising Self-Regulation: True Purpose and Limits.
Journal of Advertising. 18(2),p. 19
2. Bruce, F, 2001. A New Approach to Measuring Advertising Effectiveness. Hall Howard, Merrell and Partners
3. C H M. 1976. The Creation of Consent: Public Relations in Practice. Journal of Advertising (pre-1986). 5(000003), p. 44
4. Cobb, Cathy J. 1985. Mass Media and Human Services. Journal of Advertising (pre-1986). 14(000001), p. 60
5. Cuperfain Ronnie and Clarke, K T. 1985. A new perspective of subliminal perception. Journal of Advertising (pre-1986). 14(000001), p. 36
6. De Pelsmacker, Patrick, University of Antwerp, Ghent University, Nathalie Dens, University of Antwerp, How advertising strategy affects brand and USP recall for new brands and extensions
7. Drumwright, Minette E, Murphy, Patrick E. 2009. THE CURRENT STATE OF ADVERTISING ETHICS. Journal of Advertising. 38(1), p. 83-107
8. Duncan, Calvin P and Nelson, James E. 1985. Effects of humor in a radio advertising experiment. Journal of Advertising (pre-1986). 14(000002), p. 33
9. Friedman, Hershey H, Termini, Salvatore and Washington, Robert. 1976. The effectiveness of advertisements utilizing four types of endorsers. Journal of Advertising (pre-1986). 5(000003), p. 22
10. Greer, Thomas V and Thompson, Paul R. 1985. Development of standardized and harmonized advertising regulation in the European Economic Community. Journal of Advertising (pre-1986). Provo: 14, (000002), p. 23 (11 pp.)
11. Henke, Lucy L. 1995. Young children`s perceptions of cigarette brand advertising symbols: Awareness, affect, and target market identification. Journal of Advertising. 24 (4), p. 13 (16 pp.)
12. Hunt, Shelby D. 1976. Informational vs. persuasive advertising: An appraisal. Journal of Advertising (pre-1986). 5(000003), p. 5 (4 pp.)
13. Jagdish N. sheth. 2010. Measurement of Advertising Effectiveness: some theoretical considerations in 2010 and Beyond.
14. Kerin,, A Roger, Lundstrom, J. William and Sciglimpaglia. Donald. 1979. Women in advertisements: Retrospect and prospect. Journal of Advertising (pre-1986). 8(000003), p. 37
15. Kirmani Amna. 1997. Advertising repetition as a signal of quality: If it`s advertised so much, something must be wrong. Journal of Advertising. 26(3), p. 77-86
16. Kotler, P. & Armstrong, G. 1996. Principles of Marketing. Upper Saddle River: Prentice Hall, Inc.
17. Kottman, E.John. 1979. Is national advertising still a "Step child of the first amendment"? Journal of Advertising (pre-1986). 8(000004), p. 6
18. Lantos, Geoffrey P. 1985. Consumer Behavior. Journal of Advertising (pre-1986). 14(000002), p. 63
19. Larkin, F. Ernest. 1979. Consumer perceptions of the media and their advertising content. Journal of Advertising (pre-1986). 8(000002), p. 5
20. LeBlanc, Jan Wicks, Abernethy, Avery M. 2001. Effective consumer protection or benign neglect? A model of television infomercial clearance. Journal of Advertising. 30(1), p. 41-54
21. MacLachlan, James and Jalan Pradeep. 1985. The effect of pre-questions on advertising recall. Journal of Advertising (pre-1986). 14(000001), p. 18
22. Miskolczi-Bodnár, Péter. 2004. Definition of Comparative Advertising. European Integration Studies, Miskolc, 3(1), pp. 25-44
23. Moore, David J, Harris, William D. 1996. Affect intensity and the consumer`s attitude toward high impact emotional advertising appeals. Journal of Advertising. 25(2), p. 37
24. Muehling, Darrel D. and Kolbe, Richard H. 1997. Fine Print in Television Advertising: Views From the Top, Journal of Advertising 26(1), p14
25. Olson, David . Principles of Measuring Advertising Effectiveness
26. Patti, H Charles. 1979. The role of advertising in the adoption of industrial goods: A look at the raw materials industry. Journal of Advertising (pre-1986). 8(000004), p. 38
27. Perrien Jean, Dussart Christian and Paul Francoise. 1985. Advertisers and the factual contest of advertising. Journal of Advertising (pre-1986). 14(000001), p. 30
28. Pride, M. William, Lamb, W Charles Barbara. 1979. A Pletcher The informativeness of comparative advertisements: An empirical investigation. Journal of Advertising (pre-1986). 8(000002), p. 29
29. Pridgen, Des. 1985. Satellite television advertising and the regulatory conflict in Western Europe. Journal of Advertising (pre-1986). 14(000001), p. 23
30. Reid, N Leonard. 1979. The impact of family group interaction on children`s understanding of television advertising. Journal of Advertising (pre-1986). 8(000003), p. 13
31. Reid, N. Leonard and Frazer, F. Charles. 1979. Studying the child/television advertisement relationship: A symbolic interactionist approach. Journal of Advertising (pre-1986). 8(000004), p. 13
32. Reid, N. Leonard. 1977. Are advertising educators good judges of creative talent?
Journal of Advertising (pre-1986). 6(000003), p. 41
33. Resnik, J. Alan , Stern ,L. Bruce and Alberty, Barbara. 1979. Integrating results from children`s television advertising research. Journal of Advertising (pre-1986). 8(000003), p. 3
34. Schultze, Quentin J. 1985. The Making of Modern Advertising. Journal of Advertising (pre-1986). 14(000001), p. 62
35. Sirgy, M. Joseph, Lee, Dong-Jin, Kosenko Rustan, H Lee Meadow, et al. 1998. Does television viewership play a role in the perception of quality of life? Journal of Advertising. 27(1), p. 125-142
36. Tavakoli, Manouche and Cave, Martin. 1996. Modeling Television Viewing Patterns, Journal of Advertising. 25 p71-86
37. Taylor, Charles R., (Editorial) Villanova University. Integrated Marketing Communications
38. Thomas, Jerry W., Advertising Effectiveness. Decision Analyst, Inc.
39. Till, D Brian and Shimp, A Terence. 1998. Endorsers in advertising: The case of negative celebrity information. Journal of Advertising. 27(1), p. 67-82
40. Walle, A H. The Mirror Makers. 1985. Journal of Advertising (pre-1986). 14(00001), p. 64
41. Weinberger, Marc G., Spotts, Harlan E. 1989. Humor in U.S. versus U.K. TV Commercials: A Comparison. Journal of Advertising. 18(2), p. 39
42. Wells, D. William University of Minnesota (editor). 1997. Measuring Advertising
Effectiveness. Erlbaum lawrence associates, Publishers
Mahwah, New Jersey London
43. Wheatley, J. (Editor). 1969. Measuring Advertising Effectiveness. Selected Readings. Ontario: AMA Reprint Series. Richard D. Irwin Inc.
44. Woodside, Arch G. 1985. Theoretical and applied relevance of consumer limits to processing advertising. Journal of Advertising (pre-1986). 14(000001), p. 57
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
97933055
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0979330551
資料類型 thesis
dc.contributor.advisor 李嘉林zh_TW
dc.contributor.advisor Lee,chia linen_US
dc.contributor.author (Authors) 沙帝保zh_TW
dc.contributor.author (Authors) Sadibou Jammehen_US
dc.creator (作者) 沙帝保zh_TW
dc.creator (作者) Sadibou Jammehen_US
dc.date (日期) 2009en_US
dc.date.accessioned 8-Dec-2010 01:59:20 (UTC+8)-
dc.date.available 8-Dec-2010 01:59:20 (UTC+8)-
dc.date.issued (上傳時間) 8-Dec-2010 01:59:20 (UTC+8)-
dc.identifier (Other Identifiers) G0979330551en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/49142-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 97933055zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 甘比亞消費者中人口統計因素對廣告效果之影響zh_TW
dc.description.abstract (摘要) A study on the impact of demographic factors on adverting among Gambian consumers is very crucial in the development of the overall advertising industry in The Gambia. Although no previous studies have been dedicated to this area, this research reveals the importance of significant differences in gender, age and education among Gambian consumers. The focus of this study was therefore to conduct an empirical research on differences in demographic factors among Gambian consumers in their response to different advertising appeals and choice of media.
     The findings of this study will serve as a reference for companies and advertising agencies to design better advertising campaigns for their target audience by providing adequate knowledge on the behaviour of the Gambian consumer. According to the differences in response to different advertising appeals and media choices, Gambian consumers should not just be bundled, rather conscious effort must be made to reach out to consumers on different media, programmes, and at different times who should also be targeted based on difference in gender, age and level of education.
     This research will also serve policy makers as well as the nation’s only TV station to set quality standards for the advertising industry in The Gambia. The absence of a comprehensive policy on advertising gives much weight to this study in understanding what constitutes an effective, desirable and ethically accepted advertising in a conservative society like The Gambia		en_US
dc.description.abstract (摘要) LIST OF TABLES VIII
     CHAPTER ONE 1
     1.1 Background 1
     1.2 Motivation for Research 2
     1.3 Purpose of Research 3
     1.4 Research Questions 5
     1.5 Research Structure 5
     CHAPTER TWO 7
     2.1. Brief Information of The Gambia 7
     2.2 Background Information of TV Industry 8
     2.3 History of TV Advertising in The Gambia 10
     2.3.1 TV advertising 10
     2.3.2 Advertising Agencies 11
     2.4 Analysis of Concepts in Consumer Behaviour 13
     2.4.1Motives 13
     2.4.2 Need 14
     2.4.3 Drive 15
     2.4.4 Repetition 16
     2.4.5 Perception 16
     2.4.6 Hedonism 19
     2.4.7 Humour 19
     2.5 Advertising 19
     2.5.1 TV Advertising 20
     2.5.2 Word of Mouth Advertising 22
     2.5.3 Comparative vs. Non-Comparative Advertisement 25
     2.5.4 Corporate Advertisement 26
     2.5.5 Informational Advertisement vs. Persuasive Advertisement 27
     2.6 Advertising effectiveness 28
     2.7 Hypotheses of the research 31
     CHAPTER THREE 33
     3.1 Research Structure 33
     3.2 Research Philosophy 33
     3.3 Research Approach 36
     3.4 Research Design 39
     3.5 Time Horizon 40
     3.6 Sampling (population and sample) 40
     CHAPTER FOUR 42
     4.1. General Demographic information 42
     4.3 Ranking of media choices by respondents 44
     4.3 Different lengths of advertising preferred by respondents 45
     4.4 Factors respondents consider important in purchase decision 46
     4.5 Appeals in Advertising and their importance to respondents 47
     4.6 Discussion of Hypotheses 48
     4.7 Strategic Conclusions and implications of findings 74
     CHAPTER FIVE 78
     Conclusions and Recommendations 78
     5.1 Conclusions 78
     5.2 Recommendations 80
     5.3 Limitations and Future Research 80
     REFERENCES 82		-
dc.description.tableofcontents LIST OF TABLES VIII
     CHAPTER ONE 1
     1.1 Background 1
     1.2 Motivation for Research 2
     1.3 Purpose of Research 3
     1.4 Research Questions 5
     1.5 Research Structure 5
     CHAPTER TWO 7
     2.1. Brief Information of The Gambia 7
     2.2 Background Information of TV Industry 8
     2.3 History of TV Advertising in The Gambia 10
     2.3.1 TV advertising 10
     2.3.2 Advertising Agencies 11
     2.4 Analysis of Concepts in Consumer Behaviour 13
     2.4.1Motives 13
     2.4.2 Need 14
     2.4.3 Drive 15
     2.4.4 Repetition 16
     2.4.5 Perception 16
     2.4.6 Hedonism 19
     2.4.7 Humour 19
     2.5 Advertising 19
     2.5.1 TV Advertising 20
     2.5.2 Word of Mouth Advertising 22
     2.5.3 Comparative vs. Non-Comparative Advertisement 25
     2.5.4 Corporate Advertisement 26
     2.5.5 Informational Advertisement vs. Persuasive Advertisement 27
     2.6 Advertising effectiveness 28
     2.7 Hypotheses of the research 31
     CHAPTER THREE 33
     3.1 Research Structure 33
     3.2 Research Philosophy 33
     3.3 Research Approach 36
     3.4 Research Design 39
     3.5 Time Horizon 40
     3.6 Sampling (population and sample) 40
     CHAPTER FOUR 42
     4.1. General Demographic information 42
     4.3 Ranking of media choices by respondents 44
     4.3 Different lengths of advertising preferred by respondents 45
     4.4 Factors respondents consider important in purchase decision 46
     4.5 Appeals in Advertising and their importance to respondents 47
     4.6 Discussion of Hypotheses 48
     4.7 Strategic Conclusions and implications of findings 74
     CHAPTER FIVE 78
     Conclusions and Recommendations 78
     5.1 Conclusions 78
     5.2 Recommendations 80
     5.3 Limitations and Future Research 80
     REFERENCES 82		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0979330551en_US
dc.subject (關鍵詞) 消費者zh_TW
dc.subject (關鍵詞) 人口統計zh_TW
dc.subject (關鍵詞) 廣告效果zh_TW
dc.title (題名) 甘比亞消費者中人口統計因素對廣告效果之影響zh_TW
dc.title (題名) The Impact of Demographic Factors on Advertising among Gambian Consumersen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. Boddewyn, Jean J. 1989. Advertising Self-Regulation: True Purpose and Limits.zh_TW
dc.relation.reference (參考文獻) Journal of Advertising. 18(2),p. 19zh_TW
dc.relation.reference (參考文獻) 2. Bruce, F, 2001. A New Approach to Measuring Advertising Effectiveness. Hall Howard, Merrell and Partnerszh_TW
dc.relation.reference (參考文獻) 3. C H M. 1976. The Creation of Consent: Public Relations in Practice. Journal of Advertising (pre-1986). 5(000003), p. 44zh_TW
dc.relation.reference (參考文獻) 4. Cobb, Cathy J. 1985. Mass Media and Human Services. Journal of Advertising (pre-1986). 14(000001), p. 60zh_TW
dc.relation.reference (參考文獻) 5. Cuperfain Ronnie and Clarke, K T. 1985. A new perspective of subliminal perception. Journal of Advertising (pre-1986). 14(000001), p. 36zh_TW
dc.relation.reference (參考文獻) 6. De Pelsmacker, Patrick, University of Antwerp, Ghent University, Nathalie Dens, University of Antwerp, How advertising strategy affects brand and USP recall for new brands and extensionszh_TW
dc.relation.reference (參考文獻) 7. Drumwright, Minette E, Murphy, Patrick E. 2009. THE CURRENT STATE OF ADVERTISING ETHICS. Journal of Advertising. 38(1), p. 83-107zh_TW
dc.relation.reference (參考文獻) 8. Duncan, Calvin P and Nelson, James E. 1985. Effects of humor in a radio advertising experiment. Journal of Advertising (pre-1986). 14(000002), p. 33zh_TW
dc.relation.reference (參考文獻) 9. Friedman, Hershey H, Termini, Salvatore and Washington, Robert. 1976. The effectiveness of advertisements utilizing four types of endorsers. Journal of Advertising (pre-1986). 5(000003), p. 22zh_TW
dc.relation.reference (參考文獻) 10. Greer, Thomas V and Thompson, Paul R. 1985. Development of standardized and harmonized advertising regulation in the European Economic Community. Journal of Advertising (pre-1986). Provo: 14, (000002), p. 23 (11 pp.)zh_TW
dc.relation.reference (參考文獻) 11. Henke, Lucy L. 1995. Young children`s perceptions of cigarette brand advertising symbols: Awareness, affect, and target market identification. Journal of Advertising. 24 (4), p. 13 (16 pp.)zh_TW
dc.relation.reference (參考文獻) 12. Hunt, Shelby D. 1976. Informational vs. persuasive advertising: An appraisal. Journal of Advertising (pre-1986). 5(000003), p. 5 (4 pp.)zh_TW
dc.relation.reference (參考文獻) 13. Jagdish N. sheth. 2010. Measurement of Advertising Effectiveness: some theoretical considerations in 2010 and Beyond.zh_TW
dc.relation.reference (參考文獻) 14. Kerin,, A Roger, Lundstrom, J. William and Sciglimpaglia. Donald. 1979. Women in advertisements: Retrospect and prospect. Journal of Advertising (pre-1986). 8(000003), p. 37zh_TW
dc.relation.reference (參考文獻) 15. Kirmani Amna. 1997. Advertising repetition as a signal of quality: If it`s advertised so much, something must be wrong. Journal of Advertising. 26(3), p. 77-86zh_TW
dc.relation.reference (參考文獻) 16. Kotler, P. & Armstrong, G. 1996. Principles of Marketing. Upper Saddle River: Prentice Hall, Inc.zh_TW
dc.relation.reference (參考文獻) 17. Kottman, E.John. 1979. Is national advertising still a "Step child of the first amendment"? Journal of Advertising (pre-1986). 8(000004), p. 6zh_TW
dc.relation.reference (參考文獻) 18. Lantos, Geoffrey P. 1985. Consumer Behavior. Journal of Advertising (pre-1986). 14(000002), p. 63zh_TW
dc.relation.reference (參考文獻) 19. Larkin, F. Ernest. 1979. Consumer perceptions of the media and their advertising content. Journal of Advertising (pre-1986). 8(000002), p. 5zh_TW
dc.relation.reference (參考文獻) 20. LeBlanc, Jan Wicks, Abernethy, Avery M. 2001. Effective consumer protection or benign neglect? A model of television infomercial clearance. Journal of Advertising. 30(1), p. 41-54zh_TW
dc.relation.reference (參考文獻) 21. MacLachlan, James and Jalan Pradeep. 1985. The effect of pre-questions on advertising recall. Journal of Advertising (pre-1986). 14(000001), p. 18zh_TW
dc.relation.reference (參考文獻) 22. Miskolczi-Bodnár, Péter. 2004. Definition of Comparative Advertising. European Integration Studies, Miskolc, 3(1), pp. 25-44zh_TW
dc.relation.reference (參考文獻) 23. Moore, David J, Harris, William D. 1996. Affect intensity and the consumer`s attitude toward high impact emotional advertising appeals. Journal of Advertising. 25(2), p. 37zh_TW
dc.relation.reference (參考文獻) 24. Muehling, Darrel D. and Kolbe, Richard H. 1997. Fine Print in Television Advertising: Views From the Top, Journal of Advertising 26(1), p14zh_TW
dc.relation.reference (參考文獻) 25. Olson, David . Principles of Measuring Advertising Effectivenesszh_TW
dc.relation.reference (參考文獻) 26. Patti, H Charles. 1979. The role of advertising in the adoption of industrial goods: A look at the raw materials industry. Journal of Advertising (pre-1986). 8(000004), p. 38zh_TW
dc.relation.reference (參考文獻) 27. Perrien Jean, Dussart Christian and Paul Francoise. 1985. Advertisers and the factual contest of advertising. Journal of Advertising (pre-1986). 14(000001), p. 30zh_TW
dc.relation.reference (參考文獻) 28. Pride, M. William, Lamb, W Charles Barbara. 1979. A Pletcher The informativeness of comparative advertisements: An empirical investigation. Journal of Advertising (pre-1986). 8(000002), p. 29zh_TW
dc.relation.reference (參考文獻) 29. Pridgen, Des. 1985. Satellite television advertising and the regulatory conflict in Western Europe. Journal of Advertising (pre-1986). 14(000001), p. 23zh_TW
dc.relation.reference (參考文獻) 30. Reid, N Leonard. 1979. The impact of family group interaction on children`s understanding of television advertising. Journal of Advertising (pre-1986). 8(000003), p. 13zh_TW
dc.relation.reference (參考文獻) 31. Reid, N. Leonard and Frazer, F. Charles. 1979. Studying the child/television advertisement relationship: A symbolic interactionist approach. Journal of Advertising (pre-1986). 8(000004), p. 13zh_TW
dc.relation.reference (參考文獻) 32. Reid, N. Leonard. 1977. Are advertising educators good judges of creative talent?zh_TW
dc.relation.reference (參考文獻) Journal of Advertising (pre-1986). 6(000003), p. 41zh_TW
dc.relation.reference (參考文獻) 33. Resnik, J. Alan , Stern ,L. Bruce and Alberty, Barbara. 1979. Integrating results from children`s television advertising research. Journal of Advertising (pre-1986). 8(000003), p. 3zh_TW
dc.relation.reference (參考文獻) 34. Schultze, Quentin J. 1985. The Making of Modern Advertising. Journal of Advertising (pre-1986). 14(000001), p. 62zh_TW
dc.relation.reference (參考文獻) 35. Sirgy, M. Joseph, Lee, Dong-Jin, Kosenko Rustan, H Lee Meadow, et al. 1998. Does television viewership play a role in the perception of quality of life? Journal of Advertising. 27(1), p. 125-142zh_TW
dc.relation.reference (參考文獻) 36. Tavakoli, Manouche and Cave, Martin. 1996. Modeling Television Viewing Patterns, Journal of Advertising. 25 p71-86zh_TW
dc.relation.reference (參考文獻) 37. Taylor, Charles R., (Editorial) Villanova University. Integrated Marketing Communicationszh_TW
dc.relation.reference (參考文獻) 38. Thomas, Jerry W., Advertising Effectiveness. Decision Analyst, Inc.zh_TW
dc.relation.reference (參考文獻) 39. Till, D Brian and Shimp, A Terence. 1998. Endorsers in advertising: The case of negative celebrity information. Journal of Advertising. 27(1), p. 67-82zh_TW
dc.relation.reference (參考文獻) 40. Walle, A H. The Mirror Makers. 1985. Journal of Advertising (pre-1986). 14(00001), p. 64zh_TW
dc.relation.reference (參考文獻) 41. Weinberger, Marc G., Spotts, Harlan E. 1989. Humor in U.S. versus U.K. TV Commercials: A Comparison. Journal of Advertising. 18(2), p. 39zh_TW
dc.relation.reference (參考文獻) 42. Wells, D. William University of Minnesota (editor). 1997. Measuring Advertisingzh_TW
dc.relation.reference (參考文獻) Effectiveness. Erlbaum lawrence associates, Publisherszh_TW
dc.relation.reference (參考文獻) Mahwah, New Jersey Londonzh_TW
dc.relation.reference (參考文獻) 43. Wheatley, J. (Editor). 1969. Measuring Advertising Effectiveness. Selected Readings. Ontario: AMA Reprint Series. Richard D. Irwin Inc.zh_TW
dc.relation.reference (參考文獻) 44. Woodside, Arch G. 1985. Theoretical and applied relevance of consumer limits to processing advertising. Journal of Advertising (pre-1986). 14(000001), p. 57zh_TW