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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/111177

    Title: 以廣告訴求與廣告類型探討網路廣告效果之研究
    Other Titles: Internet advertising effectiveness : a study in advertising appeals and media type
    Authors: 米慶雲;Mi, Ching-Yun
    Contributors: 淡江大學資訊管理學系碩士在職專班
    蕭瑞祥;Shaw, Ruey-Shiang
    Keywords: 網路廣告;廣告效果;巨量資料;Google AdWords;DAGMAR;Internet advertising;Advertising Effectiveness;Big Data
    Date: 2016
    Issue Date: 2017-08-24 23:45:56 (UTC+8)
    Abstract: 本研究主要探討網路廣告效果指標相關性,及不同訴求與類型的廣告是否影響廣告效果。文獻顯示每一階段存在科學測定的量化指標,並可藉由指標數據來衡量廣告傳播效果。
    In recent years, finding ways to measure Internet advertising effectiveness has become an important research issue in Information Management. From the perspective of hierarchy-of-effects model, this study aims to explore relevance of the indicators of internet advertising effectiveness and to investigate whether different advertising appeals and media types may affect the advertising effectiveness. The authors asserts that scientifically determined quantitative indicators present in each stage and these indicators can measure the advertising effectiveness. Unlike previous studies, which employed qualitative methods to collect consumers’ psychological factors, this research analyzed real advertising data.
    The results indicate that some indicators of internet advertising effectiveness, including impressions, clicks, and cost are related, while earning-per-click is not related to impressions. Besides, the exposure effect of display advertising is significantly better than that of search advertising; the clicks and expenses of search advertising are significantly higher than those of display advertising; only search/promotion advertising can generate profits.
    Appears in Collections:[資訊管理學系暨研究所] 學位論文

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