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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/34950
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/34950

    Title: 主題廣告、促銷活動與品牌層級之綜效研究 — 考慮產品類別之調節效果
    Research of synergies between feature advertisements, promotional activities, and brand tiers — considering the moderating effect of product type
    Authors: 張馨云
    Contributors: 張愛華
    Keywords: 主題廣告
    feature advertisement
    promotional activity
    brand tier
    product type
    promotional mix
    Date: 2002
    Issue Date: 2009-09-18 13:24:16 (UTC+8)
    Abstract: 推廣活動的種類繁多,但是究竟推廣組合的綜效如何,是值得探討的問題,近年來學界與實務界開始重視這個問題,提出「整合行銷溝通」(integrated marketing communication;簡稱IMC)之重要性,顯示在市場競爭日趨激烈的今日,規劃整合性的推廣策略才能有效運用行銷資源達到最大的綜效。
    There are many kinds of promotional activities. It is a worthwhile problem to investigate the synergy between promotional mixes. Recently, the academia and business start to pay attention to this problem and brought up the importance of “Integrated Marketing Communication”. It means that only integrated promotional strategy can effectively utilize marketing resources to reach the greatest synergy in today’s increasingly competitive market.
    Therefore, the purpose of this study is to examine the effects of “presence and types of promotion” (price promotion, premium promotion, and no promotion), the “types of presentation of the brand” (directly compare and separately compare — with feature advertisement), and “brand tier”(high quality/price brand and low quality/price brand)on ”the variation of consumer choice rate”, including the moderator of “product type”(functional product and hedonic product).
    The conclusions are as follows:
    1.The effect of hedonic premium of hedonic products is better than price promotion, but it’s not significant.
    2.The effect of functional premium of functional products is equal to price promotion and even better.
    3.When directly compared, the price promotion effect of low quality/price brand is better than that of high quality/price brand. This finding is opposite with the research conclusions drawn before.
    4.When feature advertisements and premium promotions are proceeding simultaneously(that is, in the separate comparison condition), the amount of increase in consumers’ choice rate after the price promotion is about the same for low quality/price brand and for high quality/price brand. However, in the direct comparison condition, the amount of increase in consumers’ choice rate is significantly greater for the low quality/price brand than that for the high quality/price brand. This finding is opposite from the research conclusions drawn before.
    5.In the direct comparison condition, the effect of premium promotion of low quality/price brand is better than that of high quality/price brand.
    6.Proceeding feature advertisements and premium promotions simultaneously is more advantageous for the high quality/price brand than for the low quality/price brand.
    7.For Both functional and hedonic product, the effect of premium promotion is better than price promotion.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090355038
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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