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    题名: An exploration of the standardization of targeting strategies and the use of promotional disciplines on the web: A cross-national study
    作者: Chang, Yuhmiin
    張郁敏
    贡献者: 政大廣告系
    关键词: cross-national;integrated marketing communication (IMC);promotion;standardization;targeting;web
    日期: 2009
    上传时间: 2013-03-08 13:41:49 (UTC+8)
    摘要: 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.
    關聯: Journal of Marketing Communications,15(5),327-343
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1080/13527260802481314
    DOI: 10.1080/13527260802481314
    显示于类别:[廣告學系] 期刊論文

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