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題 名 | 媒體載具來源效果與媒體計劃的關係初探=An Exploratory Study of the Relationship between Media Vehicle Source Effects and Media Planning |
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作 者 | 鄭植榮; | 書刊名 | 傳播管理學刊 |
卷 期 | 1:1 1999.10[民88.10] |
頁 次 | 頁179-204 |
分類號 | 497.4 |
關鍵詞 | 媒體計畫; 媒體載具來源效果; Media plannings; Media vehicle source effects; |
語 文 | 中文(Chinese) |
中文摘要 | 有絕大部份廣告學的教科書裡,談到媒體計畫時,範圍、頻率與成本效益似乎構成該章節的內容。然而,這只是媒體計畫中的量性因素。它假設同一個廣告在何載具上的效果都是一樣的。事實上,載具本身會影響廣告效果。這是媒體計畫必須考慮的質性因素,載具來源效果,現在越來越皺到行銷人員的重視,它應該貝載作任何廣告學的教科書裡。 |
英文摘要 | The Lion's share of today's advertising textbooks, when dealing with the topic of media planning, overlook the demonstrated influence of the vehicle source. In addressing media planning, today's texts speak only in terms of reach, frequency and cost efficiency. These factors are necessary in media planning but they reveal an overemphasis on the quantitative factors. This approach assumes that advertising by any vehicle produces the same effect. In fact the evidence shows that the nature of the cosen medium itself will considerably affect the success of advertising. This more qualitative factor can be termed the “media vehicle source effects”. Its influence has become a critical variable in the decision making of today's marketers. The influence of the media vehicle source effects on media planning must be recognized and included in all advertising texts and curricula. |
本系統中英文摘要資訊取自各篇刊載內容。