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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/85832


    Title: 探討廣告策略對廣告溝通效果的影響
    Authors: 洪苑純
    Hung, Yuan Chun
    Contributors: 邱志聖
    洪苑純
    Yuan Chun Hung
    Keywords: 廣告溝通效果
    訊息策略
    執行策略
    知覺因素
    內容分析
    Date: 1998
    Issue Date: 2016-04-20 17:15:48 (UTC+8)
    Abstract: 本研究主要目的在探討不同廣告策略與分類方式(廣告訊息策略、廣告執行策略、傳統vs.現代兩分類方式)對廣告溝通效果(回憶率、喜好度、說服力及購買意願)的影響、其次探討究竟哪一知覺因素有較佳的廣告效果。
    The major object of this article is to analysis communication effect(message recall rate, liking, persuasiveness, purchase intention )of different advertising strategy( advertising message strategy, advertising execution strategy, traditional vs. modern advertising appeals ).
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    86351019
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002001516
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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