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題名 從訊息整合面向探討整合性廣告之整合傳播效果
作者 廖明瑜
Liao, Ming-Yu
貢獻者 洪順慶
廖明瑜
Liao, Ming-Yu
關鍵詞 整合行銷傳播
整合性廣告
整合傳播
整合溝通
日期 2000
上傳時間 31-Mar-2016 13:26:24 (UTC+8)
摘要 近年來整合行銷傳播的概念在學術界和實務界皆蔚為風潮。廣告業者和公關業者紛紛改變、或整合其原有的組織和資源運用方式，提供企業整合行銷傳播服務。但企業界對整合行銷傳播的效用一直抱持懷疑的態度；本研究期望透過對整合行銷傳播的研討，一方面深入了解整合行銷傳播的概念和執行重點；一方面提供給實務界在執行整合行銷傳播時的參考價值。
參考文獻 1. 洪順慶（民88年），行銷管理。台北：新陸書局。
2. Schultz等著，吳怡國等譯（1997），整合行銷傳播：21世紀企業決勝關鍵。台北：滾石文化。
3. Harris ,Thomas L.（民86年），奧美相信之行銷公關。台北：台視文化公司。
4. 蔡瓊嬅（民87年），消費者對不同綠色廣告之廣告態度研究－以台北市三所國立大學學生為例。台北：交大管研所碩士論文。
5. 王閔威（民85年），綠色廣告下的大專學生環保產品購買行為之研究。台北：交大管研所碩士論文。
6. 邱怡佳（民87年），整合行銷傳播實施之初探性研究－以國內信用卡產品為例。台北：輔大管研所碩士論文。
7. 余逸玫（民84年），整合行銷傳播規劃模式之研究－以消費者產品為例。台北：政大企研所碩士論文。
8. 洪淑宜（民85年），整合行銷傳播在媒體行銷上的應用－以台北之音為例。台北：政大新聞所碩士論文。
9. 吳政彬（民87年），比較策略、比較性強度對廣告效果之影響－層級效果與效用分析。
10. Bearsen, W. O. & Madden C. S. A Brief History of the Future of Advertising Visions and Lessons from Integrated Marketing Communications. Journal of Business Research 37,135-138.
11. Calson, Les, Grove, Stephen J., & Laczniak, Russell N., & Kangun, Norman. (1996). Does Environmental Advertising Reflect Integrated Marketing Communications?: An Empirical Investigation. Journal of Business Research 37, 225-232.
12. Caywood, C. L. (1997). Introduction: Twenty-First Century Public Relations: The Strategic Stages of Integrated Communications. In Caywood, C. L. (Ed.) (1997). The Handbook of Strategic Public Relations and Integrated Communications.
13. Duncan, T., & Moriarty, S. E. (1998). A Communication-based Marketing Model for Managing Relationships. Journal of Marketing, 62, April, 1-13.
14. Ducan,T.(1993). To fathom integrated marketing drive!. Advertising Age.(1993).
15. Ducan,Thomas R. & Everett, Stephen E., (1993). Client Perceptions of Integrated Marketing Communications. Journal of Advertising Research, May/June, 1993.
16. Harris, Thomas L., (1997). Integrated Marketing Public Relations, The handbook of strategic public relations and integrated communications, pp.90-105.
17. Hon, L. C. (1998) Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation. Journal of Public Relations Research, 10(2), 103-135.
18. Hutton, James G., (1996). Integrated Marketing Communication and the Evolution of Marketing Thought. Journal of Business Research 37, 155-162.
19. Kotler, P. (1997) Marketing Management.
20. Kotler, P., & Mindak, W. (1978). Marketing and Public Relations. Journal of Marketing, October, 13-20.
21. Kotler, P. & Mindak, William（1978）. Marketing and Public Relations. Journal of Marketing, October 1978.
22. Lawrence A. Crosby, Kenneth R. Evans, & Deborrah Cowles (1990). Relationship Quality in Service Selling: An Integrated Influence Perspective. Journal of Marketing.
23. Miller, Debra A. & Rose, Patricia B. ( Spring, 1994). Integrated Communications: A Look at Reality Instead of Theory. Public Relations Quarterly, pp.13-16.
24. Moriarty, Sandra E. (Fall, 1994). PR and IMC: The Benefits of Integration. Public Relations Quarterly, pp.38-44.
25. Nowak & Phelps（1994）.Conceptualizing the Integrated Marketing communications’ Phenomenon: An Examination of its Impact on Advertising Practices and its Implications for Advertising Research. Journal of current issue and research in advertising.
26. Parcy, Larry. (1997). Strategies for Implementing Integrated Marketing Communications.
27. Robert M. Morgan & Sheldby D. Hunt(1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing.
28. Stewart,D.W. (1996). Market-Back Approach to the Design of Integrated Communications Programs: A Change in Paradigm and a Focus on Determinants of Success. Journal of Business Research 37, 147-153.
29. Stephens, Debra Lynn, Hill, Ronald Paul & Bergman, K. (1996). Enhancing the Consumer-Product Relationship: Lessons from the QVC Home Shopping Channel. Journal of Business Research 37, 193-200.
30. Sirgy, M. Joseph.(1998). Integrated Marketing Communications: A System Approach.
31. Schultz,D.E. (1996).The Inevitability of Integrated Communications. Journal of Business Research 37, 139-146.
32. Schultz,D.E.,Tannenbaum,S., Lauterborn,R.F. (1993). Integrated Marketing Communication.
33. Solomon, Micnael R. & Englis, Basil G. (1994). Observations: The Big Picture: Product Complementaritiy and Integrated Communications. Journal of Advertising Research-January/February 1994.
34. Zinkhan, George M. & Watson, Richard T., (1996). Advertising Trends: Innovation and the Process of Creative Destrustion. Journal of Business Research 37, 163-171.
描述 碩士
國立政治大學
企業管理學系
87355016
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002002001
資料類型 thesis
dc.contributor.advisor 洪順慶zh_TW
dc.contributor.author (Authors) 廖明瑜zh_TW
dc.contributor.author (Authors) Liao, Ming-Yuen_US
dc.creator (作者) 廖明瑜zh_TW
dc.creator (作者) Liao, Ming-Yuen_US
dc.date (日期) 2000en_US
dc.date.accessioned 31-Mar-2016 13:26:24 (UTC+8)-
dc.date.available 31-Mar-2016 13:26:24 (UTC+8)-
dc.date.issued (上傳時間) 31-Mar-2016 13:26:24 (UTC+8)-
dc.identifier (Other Identifiers) A2002002001en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/83152-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 87355016zh_TW
dc.description.abstract (摘要) 近年來整合行銷傳播的概念在學術界和實務界皆蔚為風潮。廣告業者和公關業者紛紛改變、或整合其原有的組織和資源運用方式，提供企業整合行銷傳播服務。但企業界對整合行銷傳播的效用一直抱持懷疑的態度；本研究期望透過對整合行銷傳播的研討，一方面深入了解整合行銷傳播的概念和執行重點；一方面提供給實務界在執行整合行銷傳播時的參考價值。zh_TW
dc.description.tableofcontents 封面頁
證明書
致謝詞
論文摘要
目錄
圖目錄
表目錄
第一章 緒論
第一節 研究動機
第二節 研究目的
第二章 文獻探討
第一節 整合行銷傳播的定義與核心概念
第二節 整合行銷傳播的形成背景
第三節 整合的層次與要素
第四節 整合行銷傳播的規劃與策略
第五節 整合行銷傳播的觀念性架構
第六節 整合行銷傳播的效果評估
第三章 研究方法
第一節 研究架構
第二節 研究假設
第三節 各項變數的定義與衡量
第四節 研究設計
第五節 樣本結構
第四章 研究結果與分析
第一節 問卷信度分析
第二節 整合傳播效果之敘述統計分析
第三節 假設檢定
第四節 研究結果之彙整
第五章 結論與建議
第一節 結果與討論
第二節 行銷建議
第三節 研究限制與未來研究方向
主要參考文獻
附錄		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002002001en_US
dc.subject (關鍵詞) 整合行銷傳播zh_TW
dc.subject (關鍵詞) 整合性廣告zh_TW
dc.subject (關鍵詞) 整合傳播zh_TW
dc.subject (關鍵詞) 整合溝通zh_TW
dc.title (題名) 從訊息整合面向探討整合性廣告之整合傳播效果zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1. 洪順慶（民88年），行銷管理。台北：新陸書局。
2. Schultz等著，吳怡國等譯（1997），整合行銷傳播：21世紀企業決勝關鍵。台北：滾石文化。
3. Harris ,Thomas L.（民86年），奧美相信之行銷公關。台北：台視文化公司。
4. 蔡瓊嬅（民87年），消費者對不同綠色廣告之廣告態度研究－以台北市三所國立大學學生為例。台北：交大管研所碩士論文。
5. 王閔威（民85年），綠色廣告下的大專學生環保產品購買行為之研究。台北：交大管研所碩士論文。
6. 邱怡佳（民87年），整合行銷傳播實施之初探性研究－以國內信用卡產品為例。台北：輔大管研所碩士論文。
7. 余逸玫（民84年），整合行銷傳播規劃模式之研究－以消費者產品為例。台北：政大企研所碩士論文。
8. 洪淑宜（民85年），整合行銷傳播在媒體行銷上的應用－以台北之音為例。台北：政大新聞所碩士論文。
9. 吳政彬（民87年），比較策略、比較性強度對廣告效果之影響－層級效果與效用分析。
10. Bearsen, W. O. & Madden C. S. A Brief History of the Future of Advertising Visions and Lessons from Integrated Marketing Communications. Journal of Business Research 37,135-138.
11. Calson, Les, Grove, Stephen J., & Laczniak, Russell N., & Kangun, Norman. (1996). Does Environmental Advertising Reflect Integrated Marketing Communications?: An Empirical Investigation. Journal of Business Research 37, 225-232.
12. Caywood, C. L. (1997). Introduction: Twenty-First Century Public Relations: The Strategic Stages of Integrated Communications. In Caywood, C. L. (Ed.) (1997). The Handbook of Strategic Public Relations and Integrated Communications.
13. Duncan, T., & Moriarty, S. E. (1998). A Communication-based Marketing Model for Managing Relationships. Journal of Marketing, 62, April, 1-13.
14. Ducan,T.(1993). To fathom integrated marketing drive!. Advertising Age.(1993).
15. Ducan,Thomas R. & Everett, Stephen E., (1993). Client Perceptions of Integrated Marketing Communications. Journal of Advertising Research, May/June, 1993.
16. Harris, Thomas L., (1997). Integrated Marketing Public Relations, The handbook of strategic public relations and integrated communications, pp.90-105.
17. Hon, L. C. (1998) Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation. Journal of Public Relations Research, 10(2), 103-135.
18. Hutton, James G., (1996). Integrated Marketing Communication and the Evolution of Marketing Thought. Journal of Business Research 37, 155-162.
19. Kotler, P. (1997) Marketing Management.
20. Kotler, P., & Mindak, W. (1978). Marketing and Public Relations. Journal of Marketing, October, 13-20.
21. Kotler, P. & Mindak, William（1978）. Marketing and Public Relations. Journal of Marketing, October 1978.
22. Lawrence A. Crosby, Kenneth R. Evans, & Deborrah Cowles (1990). Relationship Quality in Service Selling: An Integrated Influence Perspective. Journal of Marketing.
23. Miller, Debra A. & Rose, Patricia B. ( Spring, 1994). Integrated Communications: A Look at Reality Instead of Theory. Public Relations Quarterly, pp.13-16.
24. Moriarty, Sandra E. (Fall, 1994). PR and IMC: The Benefits of Integration. Public Relations Quarterly, pp.38-44.
25. Nowak & Phelps（1994）.Conceptualizing the Integrated Marketing communications’ Phenomenon: An Examination of its Impact on Advertising Practices and its Implications for Advertising Research. Journal of current issue and research in advertising.
26. Parcy, Larry. (1997). Strategies for Implementing Integrated Marketing Communications.
27. Robert M. Morgan & Sheldby D. Hunt(1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing.
28. Stewart,D.W. (1996). Market-Back Approach to the Design of Integrated Communications Programs: A Change in Paradigm and a Focus on Determinants of Success. Journal of Business Research 37, 147-153.
29. Stephens, Debra Lynn, Hill, Ronald Paul & Bergman, K. (1996). Enhancing the Consumer-Product Relationship: Lessons from the QVC Home Shopping Channel. Journal of Business Research 37, 193-200.
30. Sirgy, M. Joseph.(1998). Integrated Marketing Communications: A System Approach.
31. Schultz,D.E. (1996).The Inevitability of Integrated Communications. Journal of Business Research 37, 139-146.
32. Schultz,D.E.,Tannenbaum,S., Lauterborn,R.F. (1993). Integrated Marketing Communication.
33. Solomon, Micnael R. & Englis, Basil G. (1994). Observations: The Big Picture: Product Complementaritiy and Integrated Communications. Journal of Advertising Research-January/February 1994.
34. Zinkhan, George M. & Watson, Richard T., (1996). Advertising Trends: Innovation and the Process of Creative Destrustion. Journal of Business Research 37, 163-171.		zh_TW