政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/83152
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113451/144438 (79%)
Visitors : 51326319      Online Users : 859
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/83152


    Title: 從訊息整合面向探討整合性廣告之整合傳播效果
    Authors: 廖明瑜
    Liao, Ming-Yu
    Contributors: 洪順慶
    廖明瑜
    Liao, Ming-Yu
    Keywords: 整合行銷傳播
    整合性廣告
    整合傳播
    整合溝通
    Date: 2000
    Issue Date: 2016-03-31 13:26:24 (UTC+8)
    Abstract: 近年來整合行銷傳播的概念在學術界和實務界皆蔚為風潮。廣告業者和公關業者紛紛改變、或整合其原有的組織和資源運用方式，提供企業整合行銷傳播服務。但企業界對整合行銷傳播的效用一直抱持懷疑的態度；本研究期望透過對整合行銷傳播的研討，一方面深入了解整合行銷傳播的概念和執行重點；一方面提供給實務界在執行整合行銷傳播時的參考價值。
    Reference: 1. 洪順慶（民88年），行銷管理。台北：新陸書局。
    2. Schultz等著，吳怡國等譯（1997），整合行銷傳播：21世紀企業決勝關鍵。台北：滾石文化。
    3. Harris ,Thomas L.（民86年），奧美相信之行銷公關。台北：台視文化公司。
    4. 蔡瓊嬅（民87年），消費者對不同綠色廣告之廣告態度研究－以台北市三所國立大學學生為例。台北：交大管研所碩士論文。
    5. 王閔威（民85年），綠色廣告下的大專學生環保產品購買行為之研究。台北：交大管研所碩士論文。
    6. 邱怡佳（民87年），整合行銷傳播實施之初探性研究－以國內信用卡產品為例。台北：輔大管研所碩士論文。
    7. 余逸玫（民84年），整合行銷傳播規劃模式之研究－以消費者產品為例。台北：政大企研所碩士論文。
    8. 洪淑宜（民85年），整合行銷傳播在媒體行銷上的應用－以台北之音為例。台北：政大新聞所碩士論文。
    9. 吳政彬（民87年），比較策略、比較性強度對廣告效果之影響－層級效果與效用分析。
    10. Bearsen, W. O. & Madden C. S. A Brief History of the Future of Advertising Visions and Lessons from Integrated Marketing Communications. Journal of Business Research 37,135-138.
    11. Calson, Les, Grove, Stephen J., & Laczniak, Russell N., & Kangun, Norman. (1996). Does Environmental Advertising Reflect Integrated Marketing Communications?: An Empirical Investigation. Journal of Business Research 37, 225-232.
    12. Caywood, C. L. (1997). Introduction: Twenty-First Century Public Relations: The Strategic Stages of Integrated Communications. In Caywood, C. L. (Ed.) (1997). The Handbook of Strategic Public Relations and Integrated Communications.
    13. Duncan, T., & Moriarty, S. E. (1998). A Communication-based Marketing Model for Managing Relationships. Journal of Marketing, 62, April, 1-13.
    14. Ducan,T.(1993). To fathom integrated marketing drive!. Advertising Age.(1993).
    15. Ducan,Thomas R. & Everett, Stephen E., (1993). Client Perceptions of Integrated Marketing Communications. Journal of Advertising Research, May/June, 1993.
    16. Harris, Thomas L., (1997). Integrated Marketing Public Relations, The handbook of strategic public relations and integrated communications, pp.90-105.
    17. Hon, L. C. (1998) Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation. Journal of Public Relations Research, 10(2), 103-135.
    18. Hutton, James G., (1996). Integrated Marketing Communication and the Evolution of Marketing Thought. Journal of Business Research 37, 155-162.
    19. Kotler, P. (1997) Marketing Management.
    20. Kotler, P., & Mindak, W. (1978). Marketing and Public Relations. Journal of Marketing, October, 13-20.
    21. Kotler, P. & Mindak, William（1978）. Marketing and Public Relations. Journal of Marketing, October 1978.
    22. Lawrence A. Crosby, Kenneth R. Evans, & Deborrah Cowles (1990). Relationship Quality in Service Selling: An Integrated Influence Perspective. Journal of Marketing.
    23. Miller, Debra A. & Rose, Patricia B. ( Spring, 1994). Integrated Communications: A Look at Reality Instead of Theory. Public Relations Quarterly, pp.13-16.
    24. Moriarty, Sandra E. (Fall, 1994). PR and IMC: The Benefits of Integration. Public Relations Quarterly, pp.38-44.
    25. Nowak & Phelps（1994）.Conceptualizing the Integrated Marketing communications’ Phenomenon: An Examination of its Impact on Advertising Practices and its Implications for Advertising Research. Journal of current issue and research in advertising.
    26. Parcy, Larry. (1997). Strategies for Implementing Integrated Marketing Communications.
    27. Robert M. Morgan & Sheldby D. Hunt(1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing.
    28. Stewart,D.W. (1996). Market-Back Approach to the Design of Integrated Communications Programs: A Change in Paradigm and a Focus on Determinants of Success. Journal of Business Research 37, 147-153.
    29. Stephens, Debra Lynn, Hill, Ronald Paul & Bergman, K. (1996). Enhancing the Consumer-Product Relationship: Lessons from the QVC Home Shopping Channel. Journal of Business Research 37, 193-200.
    30. Sirgy, M. Joseph.(1998). Integrated Marketing Communications: A System Approach.
    31. Schultz,D.E. (1996).The Inevitability of Integrated Communications. Journal of Business Research 37, 139-146.
    32. Schultz,D.E.,Tannenbaum,S., Lauterborn,R.F. (1993). Integrated Marketing Communication.
    33. Solomon, Micnael R. & Englis, Basil G. (1994). Observations: The Big Picture: Product Complementaritiy and Integrated Communications. Journal of Advertising Research-January/February 1994.
    34. Zinkhan, George M. & Watson, Richard T., (1996). Advertising Trends: Innovation and the Process of Creative Destrustion. Journal of Business Research 37, 163-171.
    Description: 碩士
    國立政治大學
    企業管理學系
    87355016
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002002001
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

    Files in This Item:

    There are no files associated with this item.



    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback