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研究生:陳氏秋賢
研究生(外文):Tran Thi Thu Hien
論文名稱:越南黃金時段電視廣告之內容分析
論文名稱(外文):A Content Analysis of Prime Time TV Commercial in VietNam
指導教授:余銘忠教授
口試委員:鄭為民,廖光彬
口試委員(外文):Wei-Min JengKua-Ping Liao
口試日期:17/06/2015
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:製造與管理外國學生碩士專班
學門:工程學門
學類:機械工程學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:60
中文關鍵詞:電視廣告多元線性回歸廣告因素越南
外文關鍵詞:TV commercialmultiple linear regressionsadvertising factorsVietNam
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  • 下載下載:54
  • 收藏至我的研究室書目清單書目收藏:1
在越南,電視廣告行業的發展是一個重要的經濟組成部分。廣告在電視上越南20多年的發展,取得了巨大的成功。廣告是最好的方式,為企業產品介紹給消費者,增加收入,也有利於增強企業的聲譽和形象。
因素在廣告中的重要性已得到廣泛認可,許多研究人員和從業人員,系統的研究,以廣告的因素,以及如何它涉及到的廣告效果。因此,本研究是幫助的廣告廣播公司現實電流和有趨勢,以改善廣告。這些數據將通過調查問卷收集,並使用SPSS軟件進行統計分析,如樣品因素分析,相關性,可靠性,多元線性回歸和四個假設。這項研究不僅有助於在越南廣告公司來評估廣告的效果有廣告的影響因素。因此,這將幫助越南廣告公司,以獲得新的計劃來開發。
電視廣告的因素將被通報,並通過在越南廣告公司進行調查分析。一些建議將被提及,以提高廣告的效果。

In VietNam, TV advertisement industry is an important part to develop economic. Advertising on television VietNam with 20 years of development and achieved great success. Advertising is the best way for businesses introduce the product to consumers, increase revenue, but also help enhance the reputation and image of business.
The importance of factor in advertising has got wide recognition by many researchers and practitioner, systematic research to factors advertising and how it relates to ad effectiveness. As such, this study is to help for broadcaster reality current of advertising and have trend to improve the advertising. The data will be collected by questionnaire and use SPSS software for analyzing statistics such as sample factor analysis, correlation, reliability, multiple linear regressions and four hypotheses. This study only contributes in VietNam Advertising Company to evaluate factors of advertising having impact on the effectiveness of advertising. Thus, it will help VietNam Advertising Company to get new plan to develop.
The factors of TV commercial will be briefed and analyzed by the investigation in A VietNam Advertising Company. Some recommendations will be mentioned to improve the effectiveness of advertising.

Abstract i
Acknowledgements ii
List of tables v
List of figures vi
CHAPTER I: INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motives 3
1.3 Research Objectives 4
1.4 Thesis Organization 4
CHAPTER II: LITERRATURE REVIEW 6
2.1 Humor Factor 6
2.2 Celebrity Factor 7
2.3 Cartoon Ads Factor 8
2.4 Music Factor 9
2.5 Behaviors on Watching Ads 10
CHAPTER III: RESEARCH METHODOLOGY 11
3.1 Research Framework 11
3.2 Research Hypotheses 13
3.3 Data Collection Procedures 15
3.4 Data Analysis Method 16
3.4.1 Data encoding and inputting into SPSS 16
3.4.2 Reliability Analysis 19
3.4.3 Correlation Analysis 20
3.4.4 Multiple Linear Regressions Analysis 21
CHAPTER IV: DATA ANALYSIS AND RESULTS 23
4.1 Demographic Analysis 23
4.2 Reliability Analysis 30
4.3 Correlation Analysis 32
4.4 Multiple Linear Regressions 33
CHAPTER V: CONCLUSION 37
5.1 Research Conclusions 37
5.2 Research Implication 38
5.3 Limitations and Further Studies 39
5.3.1 Limitations 39
5.3.2 Further Studies 39

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[12] Y.H. Lee, E.A.C. Lim, (2008). The Moderating Role of Cultural Orientation in Ad Humor Journal of Advertising,37(2) pp. 71–84.
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