English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110198/141123 (78%)
Visitors : 46877895      Online Users : 341
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/57093
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57093

    Title: An exploration of the standardization of targeting strategies and the use of promotional disciplines on the web: A cross-national study
    Authors: Chang, Yuhmiin
    Contributors: 政大廣告系
    Keywords: cross-national;integrated marketing communication (IMC);promotion;standardization;targeting;web
    Date: 2009
    Issue Date: 2013-03-08 13:41:49 (UTC+8)
    Abstract: This study examines how leading corporations standardize their regional sites from the integrated marketing communication (IMC) perspective. In terms of standardizing targeting strategies, data show that many leading brands view the online audiences as one mass. Customers and media are the two most targeted and standardized stakeholders for all brands and in each of the product categories (i.e. non-durable goods, durable goods, and service). This study also reveals that financial communities/investors, communities, and channel members are the other three most targeted and standardized stakeholders, even though their rankings are somewhat different across the product categories. Employees, government regulators, and
    special-interest groups are seldom targeted through corporate websites. In terms of standardizing promotional disciplines on the web, advertising is the most standardized, followed by customer relations, direct marketing, public relations, and sales promotions for all brands and each product category. As a whole, service brands have the highest standardization mean, while durable goods rank second and nondurable goods are last. The three product categories do not significantly differ in terms of the standardization of promotional tactics. A Web Standardization Model is developed to be compatible and comparable to Moriarty and Duncan’s Standardization Model.
    Relation: Journal of Marketing Communications,15(5),327-343
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1080/13527260802481314
    DOI: 10.1080/13527260802481314
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    13527260802481314.pdf143KbAdobe PDF21196View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    著作權政策宣告 Copyright Announcement
    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.

    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 ©   - Feedback