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題名 廣告效果測試之研究 作者 林育則 貢獻者 周文賢
林育則關鍵詞 廣告效果 日期 2001 上傳時間 18-四月-2016 16:23:10 (UTC+8) 摘要 一般企業總以銷售量來衡量廣告的效果，但影響銷售量的因素很多，廣告只是其中之一，因此，用這種方式是不合理的，然而究竟廣告的效果要如何衡量才具信度及效度。如果能夠作好廣告效果測試即能夠預知顧客喜愛傾向，以便抓住大眾心理，保證能夠瞄準目標市場，贏得市場勝仗，為本研究之動機。從過去文獻的探討與整理，建立廣告效果測試觀念性架構為基礎，本研究的研究目的有三。其一，以個案公司為例，探究業界對廣告效果測試的方式與本研究之架構作比對；其二，探討廣告之階段性效果是否存在；其三，探討不同的廣告策略下，廣告效果測試所扮演的角色。本研究所採行之研究方法，在研究性質方面採屬質性，在推論方法上採取先建架構之演繹法，在樣本數量屬小量觀察，因此研究重點在於針對個案公司進行深度訪談。
It’s usually used to measure advertising effect by increasing sales in business, but it has a lot of factors to influence increasing sales. Advertising is one of them. Therefore, it is not reasonable. However, we should know how to measure advertising effect. If we can measure advertising effect much better, we will understand thinking of consumers and hit the target market. There are three purposes in this research. First, it will research how to measure advertising effect and compare to this framework. Second, it will research advertising stage effect. Final, it will research advertising effect in different advertising strategies. This research uses qualitive analysis and deductive method.參考文獻 中文部分1.王志剛及謝文雀編譯（1995），消費者行為學，初版，台北：華泰。譯自James F.Engel, Roger D.Blackwell, and Paul W.Miniard(1994)。2.周文賢（1998），行銷管理－市場分析與策略規劃，初版，台北：智勝。3.周文賢（2001），多變量統計分析－SAS之應用，初版，台北：智勝。4.周文賢及高滋芬（1993），市場分析與廣告策略研擬，初版，台北：華泰。5.林紫玲譯（1989），有效的廣告法，初版，台北：暖流，譯自川勝久等（1988）。6.邱莉玲（1999），廣告陽謀，初版，台北：時報。7.洪順慶（2000），行銷管理，初版，台北：新陸。8.祝鳳岡（1995），「廣告感性訴求策略」，廣告學研究，第5期，1995年1月。9.祝鳳岡（1996），「廣告理性訴求策略」，廣告學研究，第8期，1996年7月。10.梁文傑（1992），「訊息正反性、資訊來源可信度與訊息涉入對廣告效果關係之研究」，國立台灣大學商學研究所碩士論文。11.郭大仕（1997），「廣告訴求對消費者認知與態度的影響－以大台北學生為例」，國立政治大學企業管理研究究所碩士論文。12.郭貞譯（1997），廣告目標與效果測定，初版，台北：滾石文化，譯自Solomon Dutka(1961)。13.陳韶琪及鄭淑芬譯1991），AR廣告效果測定，初版，台北：朝陽堂，譯自日經廣告研究所（1991）。14.黃志文（1994），市場調查，初版，台北：華泰。15.黃俊英（1999），行銷學，初版，台北：商周，譯自Charles D.Schewe and Alexander W.Hiam(1998)。16.楊正華（1989），「廣告影片效果與重覆收視行為相關研究」，國立中興大學企業管理研究所碩士論文。17.楊忠川譯（1997），廣告何時有效，初版，台北：滾石文化，譯自John Philip Jones(1997)。18.樊志育（1980），廣告效果研究，初版，台北：三民。19.樊志育（1999），廣告效果測定技術，台北：三民。20.簡貞玉譯（1996），消費者行為學，初版，台北：五南，譯自Del I.Hawkins, Roger J.Best, and Kenneth A. Coney(1995)。21.顏伯勤（1990），廣告學，第3版，台北：三民。22.羅文坤及鄭英傑（1993），廣告學－策略與創意，初版，台北：華泰。英文部分23.Appel,D.W.(1971), “On Advertising Wearout” Journal of Advertising Research Vol.11 No.1, 1971, P.11-13.24.Atkinson, R. C., and R. M. Shiffrin (1986), “The Control of Short-Term Memory, ” Scientific American, Vol.224, p.82-91.25.Batra, R. and M. Holbrook(1987), ”Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising,” Journal of Consumer Research, Vol.14, p.404-420.26.Bogen B.(1997), Some Educational Lmplications of Hemispheric Specialization,.New Youk:Prentice-hall, pp.132.27.Colley D.(1961) , Defining Advertising Goals for Measured Advertising Results, NY:Prentice Hall.28.Dennis H.G.(1970)”Media Factor:Areview Article”Journal of Marketing Research Vol.7 ,May 1970.29.Edward,C.S.(1974)”The Use at Field Experimental Observation in Estimating Advertising”Journal of Advertising Research, Vol 7, May 1974.30.Engel. B.(1995), Consumer Behavior , NY: Dryden Press.31.Flynn, L. R., and R. E. Goldsmith (1993), “Application of the Personal Involvement Inventory in Marketing, ”Psychology and Marketing, Vol.10 No.4, p.357-366.32.Furse,D.H. (1984),”A Typology of Individual Search Strategies Among Purchases of New Automobiles,” Journal of Consumer Research, Vol.10 No.3, pp.417-431.33.Gardner R.(1985),”Dpes Attitude Toward the AD ffect Brand Attitude Under a Brand Evaluation set? ”Journal of Marketing Research Vol .22, May 1985, p.192-198.34.Grass R.C. and Wallace W.H.(1969), “Satiation Effects of TV Commercials” Journal of Advertising Research,P3-9.35.Haskins J.B.(1970), “Factual Recall as a Measure of Advertising Effectiveness, Journal of Advertising Research, Vol.15, p.4-14.36.Hirschman E. C.(1986). "The Experiential Aspects of Consumption：Consumer Fantasies, Feeling and Fun", Journal of Consumer Research, Vol.9, p.132-140.37.Hornik, J. (1984).“Subjective versus objective time measures: A note on the perception of time in consumer behavior.” Journal of Consumer Research, Vol.11, p.615-618.38.Howard A.(1977), Consumer Behavior: Application of Theory. NY:McGraw-Hill Book Company.39.Howard A.J.(1957), Marketing, NY: Richar D Inwin Inc. P. 327.40.Kotler P.(1995), Marketing Management: Analysis, planning and control, 8th. ,ed. ,Englewood Cliffs ,NJ: Prentice-Hall.41.Krugman P(1968), “Proceses underlying Exposure to Exposure”, American Psycholoyist. Vol.l No.23 p.245-253.42.Krugman P.(1972) ”Why Three Exposure May bhe Enough” Journal of Advertising Research, Vol.5, Nov.1957.43.Krugman P.(1973)Exposure or Perception, NY:Association of National Advertisers , Mar. 1973.44.Lavidge R(1961)” Better Field Study Quality Urged by Researcher, Client-"Recruiting, Control, Pay Must Improve” Marketing News, Vol.12 No.5, p.1-13.45.Lavidge, R (1961).“A Model for Predictive Measurements of Advertising Effectiveness.”, Journal of Marketing, Vol.25 No.4.46.Lutz, Richard J.(1985), "Changing Brand Attitudes Through Modification of Cognitive Structure", Journal of Consumer Research,Vol.1 No.4, p49-59.47.Marplan T.A.(1967), “Quest for Boredom”, TV Age , Vol.11 No.18.,1967.48.Mittal B.(1985), Theory of Involvement inConsumer Behavior Problems and Issues, J. N.: Jai Press, Inv., pp.220-223.49.Mittal H.S.(1986)”The Relative Role of Brand Beliefs and Attitude Toward the Ad as Mediators of Brand Attitude ”,Journal of Marketing Research, Vol.10, Sep. 1986 ,p.135-146.50.Ogilvy, D(1979), ” Research on Advertising Techniques That Work And That Caples, J.” Measuring the Effectiveness of Ads by Opinion Tests”, Direct Marketing , Vol.41 No11 p.134-135.51.Ogilvy, D.(1982), ” Attacks Establishment Advertising Practice”, Marketing Times, v29n4, p.16-20.52.Petty, R. E., and J. T. Cacioppo(1981), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, ” Journal of Consumer Research, Vol.102, p.135-146.53.Politz,A., “Things To Know About Research And Excess Power of Large Groups”, Advertising Age, Vol.45 No.44, p59-60.54.Ray A.(1973), “Marketing communication and the Hierarchy of effects”, New Model for Mass Communciation Research, Vol.2 2ed., CA: Sage, p.147-176.55.Vaughn Tay,(1980) "Multimedia: Making It Work", How Advertising Works: A Planning Model Journal of Advertising Research, Vol. 20, No.5, 1980, pp. 27-33.56.Wagner L.C.(1914),”Advertising and Business Cycle”, Journal of Marketing, Vol 8 , Oct 1914, P.124-135.57.Wagner, L C.(1968), “Advertising and Business Cycle”, Journal of Marketing, Vol.8, No.2, Oct. 1968.58.Zaichkowsky, J. L. (1986), “ Conceptualizing Involvement,” Journal of Advertising, Vol.15, p.4-14. 描述 碩士
國立政治大學
企業管理學系
88355008資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001438 資料類型 thesis dc.contributor.advisor 周文賢 zh_TW dc.contributor.author (作者) 林育則 zh_TW dc.creator (作者) 林育則 zh_TW dc.date (日期) 2001 en_US dc.date.accessioned 18-四月-2016 16:23:10 (UTC+8) - dc.date.available 18-四月-2016 16:23:10 (UTC+8) - dc.date.issued (上傳時間) 18-四月-2016 16:23:10 (UTC+8) - dc.identifier (其他 識別碼) A2002001438 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85268 - 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) 88355008 zh_TW dc.description.abstract (摘要) 一般企業總以銷售量來衡量廣告的效果，但影響銷售量的因素很多，廣告只是其中之一，因此，用這種方式是不合理的，然而究竟廣告的效果要如何衡量才具信度及效度。如果能夠作好廣告效果測試即能夠預知顧客喜愛傾向，以便抓住大眾心理，保證能夠瞄準目標市場，贏得市場勝仗，為本研究之動機。從過去文獻的探討與整理，建立廣告效果測試觀念性架構為基礎，本研究的研究目的有三。其一，以個案公司為例，探究業界對廣告效果測試的方式與本研究之架構作比對；其二，探討廣告之階段性效果是否存在；其三，探討不同的廣告策略下，廣告效果測試所扮演的角色。本研究所採行之研究方法，在研究性質方面採屬質性，在推論方法上採取先建架構之演繹法，在樣本數量屬小量觀察，因此研究重點在於針對個案公司進行深度訪談。 zh_TW dc.description.abstract (摘要) It’s usually used to measure advertising effect by increasing sales in business, but it has a lot of factors to influence increasing sales. Advertising is one of them. Therefore, it is not reasonable. However, we should know how to measure advertising effect. If we can measure advertising effect much better, we will understand thinking of consumers and hit the target market. There are three purposes in this research. First, it will research how to measure advertising effect and compare to this framework. Second, it will research advertising stage effect. Final, it will research advertising effect in different advertising strategies. This research uses qualitive analysis and deductive method. en_US dc.description.tableofcontents 封面頁證明書致謝詞論文摘要目錄表目錄圖目錄第一章 緒論1.1 研究動機1.2 研究目的1.3 章節結構1.4 研究方法第二章 文獻探討2.1 廣告效果2.2 廣告學習過程2.3 廣告理性訴求與廣告感性訴求2.4 涉入理論2.5 小結第三章 廣告效果測試架構3.1 觀念性架構3.2 廣告策略3.3 廣告效果指標3.4 廣告效果測試3.5 測試方法3.6 廣告策略分析3.7 廣告策略修訂第四章 個案分析4.1 個案選擇原則4.2 「新貴派」廣告效果測定－人狗共鳴篇4.3 「77乳加」廣告效果測試－接力賽篇4.4 「富士軟片」廣告效果測定－酷龍篇4.5 「麗星郵輪」廣告效果測試4.6 個案比較第五章 命題發展5.1 廣告策略5.2 廣告效果指標5.3 廣告效果測試5.4 測試方法5.5 廣告策略分析5.6 廣告策略修訂第六章 結論與建議6.1 研究發現6.2 策略涵意6.3 研究貢獻6.4 研究限制6.5 後續研究建議參考文獻中文部分英文部分附錄 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001438 en_US dc.subject (關鍵詞) 廣告效果 zh_TW dc.title (題名) 廣告效果測試之研究 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分1.王志剛及謝文雀編譯（1995），消費者行為學，初版，台北：華泰。譯自James F.Engel, Roger D.Blackwell, and Paul W.Miniard(1994)。2.周文賢（1998），行銷管理－市場分析與策略規劃，初版，台北：智勝。3.周文賢（2001），多變量統計分析－SAS之應用，初版，台北：智勝。4.周文賢及高滋芬（1993），市場分析與廣告策略研擬，初版，台北：華泰。5.林紫玲譯（1989），有效的廣告法，初版，台北：暖流，譯自川勝久等（1988）。6.邱莉玲（1999），廣告陽謀，初版，台北：時報。7.洪順慶（2000），行銷管理，初版，台北：新陸。8.祝鳳岡（1995），「廣告感性訴求策略」，廣告學研究，第5期，1995年1月。9.祝鳳岡（1996），「廣告理性訴求策略」，廣告學研究，第8期，1996年7月。10.梁文傑（1992），「訊息正反性、資訊來源可信度與訊息涉入對廣告效果關係之研究」，國立台灣大學商學研究所碩士論文。11.郭大仕（1997），「廣告訴求對消費者認知與態度的影響－以大台北學生為例」，國立政治大學企業管理研究究所碩士論文。12.郭貞譯（1997），廣告目標與效果測定，初版，台北：滾石文化，譯自Solomon Dutka(1961)。13.陳韶琪及鄭淑芬譯1991），AR廣告效果測定，初版，台北：朝陽堂，譯自日經廣告研究所（1991）。14.黃志文（1994），市場調查，初版，台北：華泰。15.黃俊英（1999），行銷學，初版，台北：商周，譯自Charles D.Schewe and Alexander W.Hiam(1998)。16.楊正華（1989），「廣告影片效果與重覆收視行為相關研究」，國立中興大學企業管理研究所碩士論文。17.楊忠川譯（1997），廣告何時有效，初版，台北：滾石文化，譯自John Philip Jones(1997)。18.樊志育（1980），廣告效果研究，初版，台北：三民。19.樊志育（1999），廣告效果測定技術，台北：三民。20.簡貞玉譯（1996），消費者行為學，初版，台北：五南，譯自Del I.Hawkins, Roger J.Best, and Kenneth A. Coney(1995)。21.顏伯勤（1990），廣告學，第3版，台北：三民。22.羅文坤及鄭英傑（1993），廣告學－策略與創意，初版，台北：華泰。英文部分23.Appel,D.W.(1971), “On Advertising Wearout” Journal of Advertising Research Vol.11 No.1, 1971, P.11-13.24.Atkinson, R. C., and R. M. Shiffrin (1986), “The Control of Short-Term Memory, ” Scientific American, Vol.224, p.82-91.25.Batra, R. and M. Holbrook(1987), ”Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising,” Journal of Consumer Research, Vol.14, p.404-420.26.Bogen B.(1997), Some Educational Lmplications of Hemispheric Specialization,.New Youk:Prentice-hall, pp.132.27.Colley D.(1961) , Defining Advertising Goals for Measured Advertising Results, NY:Prentice Hall.28.Dennis H.G.(1970)”Media Factor:Areview Article”Journal of Marketing Research Vol.7 ,May 1970.29.Edward,C.S.(1974)”The Use at Field Experimental Observation in Estimating Advertising”Journal of Advertising Research, Vol 7, May 1974.30.Engel. B.(1995), Consumer Behavior , NY: Dryden Press.31.Flynn, L. R., and R. E. Goldsmith (1993), “Application of the Personal Involvement Inventory in Marketing, ”Psychology and Marketing, Vol.10 No.4, p.357-366.32.Furse,D.H. (1984),”A Typology of Individual Search Strategies Among Purchases of New Automobiles,” Journal of Consumer Research, Vol.10 No.3, pp.417-431.33.Gardner R.(1985),”Dpes Attitude Toward the AD ffect Brand Attitude Under a Brand Evaluation set? ”Journal of Marketing Research Vol .22, May 1985, p.192-198.34.Grass R.C. and Wallace W.H.(1969), “Satiation Effects of TV Commercials” Journal of Advertising Research,P3-9.35.Haskins J.B.(1970), “Factual Recall as a Measure of Advertising Effectiveness, Journal of Advertising Research, Vol.15, p.4-14.36.Hirschman E. C.(1986). "The Experiential Aspects of Consumption：Consumer Fantasies, Feeling and Fun", Journal of Consumer Research, Vol.9, p.132-140.37.Hornik, J. (1984).“Subjective versus objective time measures: A note on the perception of time in consumer behavior.” Journal of Consumer Research, Vol.11, p.615-618.38.Howard A.(1977), Consumer Behavior: Application of Theory. NY:McGraw-Hill Book Company.39.Howard A.J.(1957), Marketing, NY: Richar D Inwin Inc. P. 327.40.Kotler P.(1995), Marketing Management: Analysis, planning and control, 8th. ,ed. ,Englewood Cliffs ,NJ: Prentice-Hall.41.Krugman P(1968), “Proceses underlying Exposure to Exposure”, American Psycholoyist. Vol.l No.23 p.245-253.42.Krugman P.(1972) ”Why Three Exposure May bhe Enough” Journal of Advertising Research, Vol.5, Nov.1957.43.Krugman P.(1973)Exposure or Perception, NY:Association of National Advertisers , Mar. 1973.44.Lavidge R(1961)” Better Field Study Quality Urged by Researcher, Client-"Recruiting, Control, Pay Must Improve” Marketing News, Vol.12 No.5, p.1-13.45.Lavidge, R (1961).“A Model for Predictive Measurements of Advertising Effectiveness.”, Journal of Marketing, Vol.25 No.4.46.Lutz, Richard J.(1985), "Changing Brand Attitudes Through Modification of Cognitive Structure", Journal of Consumer Research,Vol.1 No.4, p49-59.47.Marplan T.A.(1967), “Quest for Boredom”, TV Age , Vol.11 No.18.,1967.48.Mittal B.(1985), Theory of Involvement inConsumer Behavior Problems and Issues, J. N.: Jai Press, Inv., pp.220-223.49.Mittal H.S.(1986)”The Relative Role of Brand Beliefs and Attitude Toward the Ad as Mediators of Brand Attitude ”,Journal of Marketing Research, Vol.10, Sep. 1986 ,p.135-146.50.Ogilvy, D(1979), ” Research on Advertising Techniques That Work And That Caples, J.” Measuring the Effectiveness of Ads by Opinion Tests”, Direct Marketing , Vol.41 No11 p.134-135.51.Ogilvy, D.(1982), ” Attacks Establishment Advertising Practice”, Marketing Times, v29n4, p.16-20.52.Petty, R. E., and J. T. Cacioppo(1981), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, ” Journal of Consumer Research, Vol.102, p.135-146.53.Politz,A., “Things To Know About Research And Excess Power of Large Groups”, Advertising Age, Vol.45 No.44, p59-60.54.Ray A.(1973), “Marketing communication and the Hierarchy of effects”, New Model for Mass Communciation Research, Vol.2 2ed., CA: Sage, p.147-176.55.Vaughn Tay,(1980) "Multimedia: Making It Work", How Advertising Works: A Planning Model Journal of Advertising Research, Vol. 20, No.5, 1980, pp. 27-33.56.Wagner L.C.(1914),”Advertising and Business Cycle”, Journal of Marketing, Vol 8 , Oct 1914, P.124-135.57.Wagner, L C.(1968), “Advertising and Business Cycle”, Journal of Marketing, Vol.8, No.2, Oct. 1968.58.Zaichkowsky, J. L. (1986), “ Conceptualizing Involvement,” Journal of Advertising, Vol.15, p.4-14. zh_TW
