English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 112721/143689 (78%)
造访人次 : 49629431      在线人数 : 442
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧:
  • 您可在西文检索词汇前后加上"双引号",以获取较精准的检索结果
  • 若欲以作者姓名搜寻,建议至进阶搜寻限定作者字段,可获得较完整数据
  • 进阶搜寻
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104858


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104858


    题名: 閱聽人媒介評價在廣告媒介企畫過程中的考量與運用探析
    其它题名: Key Considerations and Applications of Audience`s Evaluation of the Print Media in the Process of Media Planning
    作者: 陳禮安
    关键词: 平面媒體;閱聽人媒介使用評價;媒體代理商;媒體企畫
    日期: 2008-01
    上传时间: 2016-12-14 14:07:49 (UTC+8)
    摘要: 本文係探析媒體代理商在平面媒體廣告媒介企畫作業時的參考因素,以及讀者媒介使用評價對代理商在廣告排期參考的重要程度。藉由對51位媒體代理商人員的問卷調查進行研究,發現:首先,媒體代理商人員在平面媒體廣告作業主要以閱讀數據、媒介資源、評價參考和發行數據(依重要性排序)為最重要的參考;其次,媒體代理商認為雜誌讀者的媒介使用評價,比報紙更有參考價值;對於政經雜誌較重視其影響力,對時尚雜誌則重視工具性功能;第三,媒體代理商公司廣告金額承攬規模越大者,在廣告作業中越重視讀者的媒介使用評價。
    This paper is to explore the key factors of print media planning and access the impact of the audience`s perception and evaluation on the media planning. Based on the comments of total 51 media agency people including media planners, media buyers and media researchers, there are three main findings in this paper: 1. Readership, available resources (i.e. advertisement price, premium sales package ...), readers` perception and evaluation, and circulations are the top four references in the media planning process. 2. Most of media agency people agree that the comments and recognition of magazine readers are more referable than those of newspapers readers. For example, media agency people pay more attention to the influence of political and economic magazines, and focus on the practical and functional purposes of the fashion magazines. 3. Those who handle larger amount of advertising expenditures are more likely to take the readers` evaluation as a useful reference when they select the appropriate print for their advertisers
    關聯: 廣告學研究, 29, 47-79
    数据类型: article
    显示于类别:[廣告學研究] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    29-3(p.47-79).pdf485KbAdobe PDF2321检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈