頁籤選單縮合
題名 | 最佳商業電視臺置入性行銷方案=Objectively Selecting the Most Appropriate Project for Product Placement Marketing of Commercial Television Station |
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作者 | 許碧芳; 何文堯; Hsu, Pi-fang; Ho, Wen-yao; |
期刊 | 傳播管理學刊 |
出版日期 | 20110600 |
卷期 | 12:1 2011.06[民100.06] |
頁次 | 頁1-21 |
分類號 | 497.468 |
語文 | chi |
關鍵詞 | 置入性行銷; 商業電視臺; 評選模式; 修正式德菲法; 層級分析法; Product placement marketing; Commercial TV stations; Selection model; Modified Delphi method; Analytic hierarchy process; |
中文摘要 | 本文以廣告主的觀點針對商業電視臺置入行銷方案,建立一套客觀量化的評選模式,並以臺灣一家知名生物科技業主評選商業電視臺置入行銷方案為例來應用此模式,本模式分為兩部分,第一部分先透過文獻探討蒐集初步的評選準則資料,接著採用「修正式德菲法」進行專家訪談,匯集各專家意見,找出合適的電視臺置入行銷方案評選準則。第二部分應用層級分析法(AHP)來找出各項準則之相對權重、排序各替選方案,並選出最佳方案。本文結果發現,廣告主重視的主準則依序為:置入製作團隊,置入方案模式,置入服務執行,電視臺組織等。本模式提供廣告主一套客觀、有效的方法來選擇最佳的電視臺置入行銷方案,以降低決策失敗風險,在學術及實務上有一定程度的價值與貢獻。 |
英文摘要 | This research develops a model for selecting product placement marketing project of commercial TV stations based on advertiser‘s perception. The proposed model includes two parts, the first part adopts the ―Modified Delphi Method‖ to find out suitable criteria to evaluative product placement marketing project. The second part applies the ―Analytic Hierarchy Process (AHP)‖ to determine the relative weights of evaluative criteria, then ranks the alternatives and selects the optimum project of product placement. Additionally, take a famous Taiwanese bio-technology company for example, to prove how a product placements project is selected by applying this model. The results indicated that advertisers think highly of criteria in order are production team of placement, mode of product placement, execution of placement service, organization of TV station, etc. The proposed model helps advertisers to effectively select product placement marketing project of commercial TV stations, making it highly applicable for academia and commerce. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。