政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104853

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113311/144292 (79%)
Visitors : 50927196 Online Users : 939

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大典藏 > Journals of NCCU > The Journal of Advertising & Public Relations > Journal Articles > Item 140.119/104853

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/104853

Title:	整合行銷傳播在國內廣告代理業的應用情形研究
Other Titles:	The Implementation of Integrated Marketing Communication in Advertising Agencies in Taiwan
Authors:	劉美琪
Contributors:	廣告系
Keywords:	整合行銷傳播;綜合廣告代理;行銷傳播;全傳播;IntegratedMarketingCommunication;MarketingCommunication;AdvertisingAgency;FullServices
Date:	2001-01
Issue Date:	2016-12-14 13:34:00 (UTC+8)
Abstract:	本文旨在瞭解國內廣告代理業對整合行銷傳播的概念認知與執行應用概況。本研究針對綜合廣告代理商於1998年之排行榜上年度營業額超過新台幣一億元以上之綜合廣告代理予以調查，執行前，研究者先分別確認各家代理商中最適合代表該公司回答整合行銷傳播相關問題之代表，後以問卷調查及深度訪談兩種研究方法蒐集資料，整理分析後將結論歸納為：廣告代理商之服務與收費狀況、待利商推動整合行銷傳播的動力來源、實施整合行銷傳播對廣告主的利益與障礙以及對代理商的優點與改變等面項討論，研究者並提出觀察結論與建議。 This study aims to explore the implimatation of Integrated Marketing Communication service among advertising agencies in Taiwan. The research combined a questionnaire survey and indepth interview to each of the ad agency in Taiwan with an account billings exceeded NT$100million in 1998. The author reported the results on agency`s services and fee system, motivation to implement IMC services, percieved benefits and obstacles for the advertisers to implement IMC and agency`s benefits and adaptation. Some observations and suggestions were also made to advertising management.
Relation:	廣告學研究, 16, 83-115 The Journal of Advertising & Public Relations
Data Type:	article
Appears in Collections:	[The Journal of Advertising & Public Relations ] Journal Articles

Files in This Item:

File	Description	Size	Format
16-4.pdf		403Kb	Adobe PDF2	279	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...