臺灣博碩士論文加值系統

廣告效果的測定可分為溝通效果與銷售效果, 本研究最主要的目的即是在探討廣告與銷售量之間的關係, 以及廣告對於銷售量影響的程度. 換句話說, 廣告的銷售效果之探討即為本研究的重點. 其中, 廣告的銷售效果又可分為當期效果與遞延效果. 另外, 由於個別媒體的特性不同, 其所產生的效應也會隨著媒體而異, 因此, 本研究欲進一步探討個別媒體對於當期效果以及遞延效果的影響. 再者, 由於消費者涉入程度的不同可能會影響消費者對於產品, 廣告以及購買決任策的認知, 並進一步影響個別企業對於媒體的選擇. 因此, 本研究將深入探討高涉入與低涉入產品在媒體使用上是否存有差異, 以及其對於銷售額的影響. 本研究利用Koyck 的lag distributed model 作為廣告效果衡量的模式, 直接測量廣告對於銷售額的當期與遞延效果, 對於電視, 報紙與雜誌三種媒體的廣告效果亦有深入的比較. 另外, 本研究利用消費者心理涉入程度來測量不同構面的涉入程度對於廣告支出結構及其效果是否具有顯著差異.

Generally speaking, the measurement of advertising effect can be dividedinto two types called "communication effect" and "sales effect." The main intention of my research is to rake the relationship between the advertising amd the sales; meanwhile, to which degree that advertising influence the sales. In other words, the hinge of my research lies in the disquisition into sales effect of advertising, and it includes "current effect" and "carryovereffect." On the other hand, because of the differences in certain media, the be-getting efficiency will not be the same. Therefore, my research will further rake the influence of "current impact" and "carryover effect" begotten from certain media. Moreover, the different degrees of involvement may influence the consumers''cognition to the products, advertising and purchasing decision, and even more influcence certain enterprises'' choice of media; so, my research will deeply rake that if any difference exists when taking use of a medium on "high-involved" and "low-involved" merchandise. My research will use Koyck''s "lag distributed model" to measure advertisingeffect, and directly measure the current and carryover impact which advertisingbegets on the sales. At the same time, I will also compare the advertising effect of the three media: TV, Newspaper and Magazine. Besides, my research willuse the concept of "involvement" to measure that if there is any significant difference produced by the different dimensions of involvement in the advertis-ing defrayment system and effect.