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研究生:陳志豪
研究生(外文):Chih-Hao Chen
論文名稱:廣告主對網路廣告使用滿意之研究-目標族群式廣告為例
論文名稱(外文):A Study of the use and satisfaction of Advertiser’s advertising on the Internet -A case study of targeting advertising
指導教授:莊克仁莊克仁引用關係
指導教授(外文):ZHUANG, KE-REN
學位類別:碩士
校院名稱:銘傳大學
系所名稱:傳播管理研究所碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:62
中文關鍵詞:目標族群式廣告網路廣告廣告主
外文關鍵詞:targeting advertisingadvertising on the InternetAdvertisers
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網際網路近年的蓬勃發展,到達率已成為了第二大媒體的傳播媒介,造成了大眾全面性生活型態的改變,其中也改變了消費者接收訊息,消費商品的行為模式,然而廣告收入是大眾傳播媒體賴以生存的命脈,而網路媒體異軍突起,讓原本競爭十分激烈的廣告市場。競爭更加白熱化,使得媒體與廣告主都在尋求更為經濟、有效的廣告合作模式,網路廣告的特殊特性成為廣告主精準使用預算的新契機。
但是如此具有新引力的廣告模式並沒有得到學術研究的解答:譬如該如何使用這麼複雜的網路廣告?在預算上有有什麼樣的差異性?目標族群式網路廣告如何分類?在使用上特別重視的因素是什麼?而廣告主本身的特性又如何影響到他們對目標族群式網路廣告的選擇?透過對這些問題的研究和了解,可以獲得雙贏的效益,廣告主方面可以更理智的選擇更有效的目標族群式網路廣告方式,而網站也可藉這些知識尋求增加廣告業務推廣的契機,有鑑於此,有關瞭解目標族群式網路廣告的一些重要問題,便成為我的研究動機。
本研究以台灣的廣告客戶群為調查研究的對象,針對廣告客戶所表達的使用滿意資料進行分析研究,其目的在尋求廣告主選擇行為定向式網路廣告時所考量及重視的主要因素,並經因素分析取得重視因素之各構面,進而分析不同的廣告主特性、不同的執行目標族群式網路廣告特性、方式、等因素差異,以及對因素重視的差異程度。
本研究主要在於了解構成廣告客戶選擇目標族群式網路廣告所重視的因素有哪些?同時探討不同的目標族群網路廣告特性,與這些構成廣告主重視因素的關連性。亦分析台灣目標族群式廣告使用的現況,獲得結論如下:(1)告主進行目標族群式網路廣告的主要動機 (2)廣告主選擇目標族群式網路廣告時重視的因素(3)廣告主對於目標族群式廣告的使用滿意程度(4)何種目標族群式網路廣告能讓廣告主有最高的使用意願,希望透過台灣案例,提供該台灣網路業者的網路廣告運用之手法或策略做參考,及廣告主更加了解並善用目標族群式網路廣告的特性於行銷上做更好的發揮。
The vigorous development of Internet in the recent years has caused a widespread and a comprehensive change to the public life style. Since its reaching rate is so high to have it made the second giant among the mass media, it shifts the way of how the consumers receive messages and their manners while consuming products. Nevertheless, the mass media obtains lifeblood depending upon the advertisement income, and the sudden emergence of online media turns a fierce competition into an even more flaming battle in the field of advertising market. This irresistible trend encourages both the mass media and the client to seek for a more economic but, in the meanwhile, also effective cooperating method to advertise. The unique characteristic of online advertising becomes a fascinating option for clients to use the budgets in a more precise and smart behavior.
Nevertheless, such a newly attractive advertising mode has not yet received an academic answer, for example: how to manipulate online advertising under such complication? What kind of difference there should be when applying the budget? How to classify the target group of online advertising? Which are the focusing elements when the budget is being exercised? And how the qualities of clients affect their choices, regarding to the target group of online advertising? The research and understanding of these questions may receive a win-win beneficial result: clients could select wisely with more effective methods in the field of target group online advertising, and web sites'' providers could use the knowledge to increase and promote their advertising sells. In regard to this, the understanding of certain crucial questions about target group online advertising becomes the motivation of this academic research.
This academic research has the target group set on the Taiwanese group accounts, focusing and analyzing the information of usage satisfaction provided by the clients. The purpose aims at discovering the major elements for clients, with the purpose of considering and evaluating the most of them. In regards to their behavior about selecting online advertisements, through a further analyzing of these elements, it may be possible to obtain all aspects of important factors, to make clear comparisons, to distinguish the characteristics, to find the differential levels of giving importance to crucial elements suggested by different clients.
This research is expected to understand which the crucial elements are for clients in selecting online advertisements with the knowledge of behavior targeting, and meanwhile to discuss the different characteristics of target group online advertising, to structure the connection with the clients that would also reveal the current usage of behavior targeting advertisement in Taiwan. The result of this academic Taiwan-based research could hopefully be a reference provided to Taiwanese network business regarding methods or strategies of online advertising and also an elaborative work for the clients with a better understanding of characteristics in the area of targeting online advertisements.
摘要
Abstract
目錄
附錄
表目錄
圖目錄
第壹章 緒論
第一節 研究背景
第二節 研究動機
第三節 研究目的與問題
第貳章 文獻探討
第一節 廣告
第二節 網路廣告
第三節 目標族群式網路廣告
第四節 使用與滿足理論
第參章 研究方法
第一節 問卷調查
第二節 質性深度訪談
第三節 研究對象
第四節 研究架構
第肆章 資料分析與解釋
第一節 問卷分析
第二節 深度訪談
第二節 訪談內容
第伍章 結論與建議
第一節 研究發現
第二節 研究限制
第三節 對targeting網路廣告及後續研究之建議
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