Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/95401
|
| Title: | 台灣平面媒體「發行量稽核」之推動與執行︰日本經驗之借鏡
Promotion and Implementation of Audit Bureau of Circulations (ABC) in Taiwan: What Can We Learn from the Japanese Experience |
| Authors: | 柴信一
Shiba, Shinichi |
| Contributors: | 鄭自隆
Cheng, Tzu Leong
柴信一
Shiba, Shinichi |
| Keywords: | 發行公信會
發行量
廣告主
媒體
稽核
Audit Bureau of Circulations (ABC)
Circulation
Advertiser
Media
Audit |
| Date: | 2002 |
| Issue Date: | 2016-05-09 16:10:46 (UTC+8) |
| Abstract: | 發行量，對台灣的平面媒體而言一向是採保密態度，不做對外公開。然而對廣告主而言，將廣告預算投入有效媒體中，才能真正發揮行銷功能。對廣告代理商而言，善用有效媒體，才能替廣告主策劃最有效果的媒體購買計畫。因此，公平、公正、公開的「發行量稽核」，對廣告主、廣告代理商、媒體都是正面而有意義的。
本研究針對目前台灣成立ABC組織之推動與執行情況，與日本ABC組織之執行與推動情況作深入了解，並且彙整台灣與日本的實務界與學術界的觀點，探討：
1. 台灣ABC執行之爭議點
2. 日本ABC執行之經驗
3. 台灣ABC未來之發展
在研究方法上，先進行文獻探討、資料分析、與深度訪談，並深入分析日本與台灣兩地在推動上之差異性與共通性，以便為上述三點找出答案。
本研究中發現，台灣ABC組織目前仍存在之爭議點，在於媒體基於業務考量不願意公佈發行量，以及廣告主對於ABC組織不太重視與對ABC組織的信賴度問題。除非具有公信力，實質運作上客觀公正，有能力提供具體有效的稽核方法讓廣告主、廣告公司信服。因此，若交由廣告主來推動，讓廣告主決定將廣告刊登在有效且經過ABC組織稽核過的媒體上，相信對台灣ABC組織在執行與推動上必然會有所進展。
未來在台灣ABC組織或執行上無論廣告主、廣告代理商、媒體等都應該建立共識。廣告主必須透過廣告代理商向媒體施壓積極宣導發行量稽核的概念，為廣告發行的良性發展，ABC的存在與推動是絕對必要的。為達此共識，廣告主應適度施壓給媒體與廣告代理商，並邀請具有規模的報業集團加入稽核，因此廣告主協會(Advertisers Association, AA)應扮演更積極的角色。
日文摘要
The circulation figures of printed media always have been treated as confidential information by almost all publishers in Taiwan; they are seldom open to the public. However, to an advertiser, satisfactory marketing results can be obtained only through efficiently investing his advertising agency must prepare beforehand thoughtful media plan, or an effective media strategy.
This research explores the present Audit Bureau of Circulations (i.e. ABC) in Taiwan and also its counterpart in Japan, in terms of their positions, organizations, and activities; it also searches for the views of practitioners and academic in both Taiwan and Japan, so as to help understand:
1. Disputes about ABC activities in Taiwan
2. ABC activities in Japan
3. Future developments of ABC in Taiwan
As regards the research approach, this study first examined all related literature in this field, made data analysis, conducted in-depth interviews, and finally analyzed the differences and similarities of ABC activities in both Taiwan and Japan, in order to find answers to the above-stated three points.
Finally, the findings of this research turns out to be that: (1) publishers of Taiwan printed media, considering circulation figures as their business secret, usually are extremely reluctant to disclose such kind of data; (2) Taiwan advertisers neither value nor believe the reliability of ABC activities; and (3) unless ABC in Taiwan provides completely objective circulations report based on reliable auditing, both advertisers and advertising agencies cannot be easily won over. In fact, only when both advertisers and advertising agencies could recognize ABC functions, and also place advertisements in ABC-audited publications, then ABC would be enabled to play a real auditor’s role.
In the future, advertisers, advertising agencies, and media in Taiwan must build up a consensus on the organization and activities of ABC. In other words, advertisers should ask advertising agencies to select only audited publications, request leading publishers to support ABC and its auditing, and meanwhile demand all printed media to present their circulation figures to ABC. In other words, the Advertisers Association in Taiwan is obliged to play a more active role in this meaningful endeavor. |
| Reference: | 〈中文部分〉
王文科（1986）教育改革與通才教育，台北：文景出版社，頁236-241
中華民國廣告年鑑編纂委員會編纂（2000）中華民國廣告年鑑 第十二輯1999-2000，台北：台北市廣告代理商業同業公會
中華民國發行公信會編著（1997）稽核會計師訓練課程講義，台北：中華民國發行公信會
中華民國發行公信會編著（1998）發行量稽核概念導論，台北：中華民國發行公信會
中華民國發行公信會編著（1997）發行量數據與媒體策略運用座談會座談紀要，台北：中華民國發行公信會
中華民國發行公信會編著（1998）ABC五週年專刊，台北：中華民國發行公信會
平秀琳（1995）報業通路的產業組織經濟分析，台北：國立政治大學新聞研究所碩士論文
李美華等譯，Earl Babbie著 (1998) 社會科學研究方法，台北：時英
胡幼蕙主編（1996）質性研究：理論、方法及本土女性研究實例，台北：巨流圖書
歐用生（1989）質的研究，台北：師大書苑
楊國樞等著（1989）社會及行為科學研究法，台北︰台灣東華
賴東明著（1984）30年廣告情─賴東明談廣告、行銷、傳播，台北︰台北英文雜誌社
賴東明譯（1991）廣告鬼才─吉田秀雄，台北︰動腦雜誌
陶芳芳（1999）從政治控制到市場機制：台灣報業發行之變遷，台北：國立政治大學新聞研究所碩士論文
隋安德（1988）報紙報導蝦米螢光劑事件之研究，台北：國立政治大學新聞研究所碩士論文
韓培爾（1998）社會科學研究方法論：量化與質化Q&A，台北：風雲論壇
〈英文部分〉
Adams, R.C. (1989). Social Survey Methods for Mass Media Research, Hillsdale, NJ︰Lawrence Erlbaum Associates.
Anderson, D.S. (1992). Identifying and Responding to Activist Publics: A Case Study, Public Relations Research, 4(3), 151-165.
The Audit Bureau of Circulations, Republic of China (1998). Bureau Activity Report, The Audit Bureau of Circulations, Republic of China.
Babbie, E. (1995). The Practice of Social Research, Belmont, CA︰Wadsworth.
Bassey, M. (1999). Case Study Research in Educational Settings, Buckingham [England], Philadelphia, PA︰Open University Press, 21-36.
Bennett, C.O. (1965). Facts Without Opinion - First Fifty Years of ABC, Chicago,IL︰Audit Bureau of Circulations / The Mobium Press.
Bennett, C.O. (1989). Integrity in a Changing World,Chicago, IL︰Audit Bureau of Circulations / The Mobium Press.
Berger, A.A. (1991). Media Research Techniques, Newbury Park, CA︰Sage, 57-64.
Davis, J.J. (1997). Advertising Research,Upper Saddle River, NJ︰Prentice Hall.
Denzin, N.K. & Lincoln, Y.S. (2000). The Handbook of Qualitative Research, Thousand Oaks, CA︰Sage.
Dominick, J.R. (1990). The Dynamics of Mass Communication 3rd ed., New York, NY：McGraw-Hill.
Emery, E. & Smith, H. R. (1954). The Press and America,New York, NY：Prentice Hall, 397.
Fowler, F. J. (1995). Improving Survey Questions: Design and Evaluation, Thousand Oaks, CA︰Sage.
Glaser, B.G.& Strauss, A.L.(1967). The Discovery of Grounded Theory: Strategies for Qualitative Research,Chicago, IL︰Aldine.
Gomm, R. & Hammersley, M. & Foster, P. (2000). Case Study Method, London, Great Britain︰Sage.
Hsia, H. J. (1988). Mass-Communications Research Methods, Hillsdale, NJ︰Lawrence Erlbaum Associates.
Herzog, T. (1996). Research Methods and Data Analysis in the Social Sciences, New York, NY︰Addison Wesley Longman.
International Federation of Audit Bureaux of Circulations (1997). Circulation Auditing Around the World14th ed.：International Federation of Audit Bureaux of Circulations.
International Federation of Audit Bureaux of Circulations (2000) Circulation Auditing Around the World 15th ed.：International Federation of Audit Bureaux of Circulations.
Marshall, C. & Rossman, G.B. (1999). Designing Qualitative Research 3rd ed., Thousand Oaks, CA︰Sage, 105-146.
Maykut, P. & Morehouse, R. (1999). Beginning Qualitative Research：A Philosophic and Practical Guide,Philadelphia, PA︰The Falmer Press, 79-81.
Merriam, S.B.(1988). Case Study Research in Education,San Francisco, CA：Jossey-Bass.
Miles, M.B. & Huberman, A.M. (1984). Qualitative Data Analysis, Beverly Hills, CA︰Sage.
Nachmias-Frankfort, C. & Nachmias D. (1996). Research Methods in the Social Sciences 5th ed., London, Great Britain︰Arnold.
Neuman, W.L. (1994). Social Research Methods: Qualitative and Quantitative Approaches,
Needham Heights, MA︰Allyn and Bacon, 275.
Neuwirth, R. (1998). Discord Grows as ABC Eases Discounting Rules, New York, NY︰Editor & Publisher.
Patton, M.Q. (1990). Qualitative Evaluation and Research Methods 2nd ed., Newbury Park, CA︰Sage.
Peters, J.J., & Waterman, R. (1982). In Search of Excellence, New York, NY︰Harpar & Row.
Seidman, I. (1998). Interviewing as Qualitative Research 2nd ed., New York, NY︰Teachers College Press.
Stake, R.E . (1995). The Art of Case Study Research, Thousand Oaks, CA︰Sage.
Steward, D.W. & Kamins, M.A. (1993). Secondary Research: Information Sources and Methods, Newbury Park, CA︰Sage.
Strauss, A. & Corbin, J. (1998). Basics of Qualitative Research, Thousand Oaks, CA︰Sage.
Taylor, S.T. & Bogdan, R. (1984). Introduction to Qualitative Research Methods: The Search for Meanings 2nd ed.,New York, NY︰Wiley.
The Audit Bureau of Circulations, Republic of China (1998). Bureau Activity Report, Taipei︰The Audit Bureau of Circulations, Republic of China.
Thorn, W.J. & Pfeil, M.P. (1987). Newspaper Circulation,White Plains, NY︰Longman.
Wells, W. & Burnett, J. & Moriarty, S. (1998). Advertising Principles & Practice 4th ed.,Upper Saddle River, NJ︰Prentice Hall.
Wimmer, R.D. & Dominick, J.R. (1994). Mass Media Research:An Introduction 4th ed., Belmont, CA︰Wadsworth.
Wolcott, A.T. (1982). An International Adventure in Integrity: A Brief History of Audit Bureaux of Circulations,Chicago, IL︰Audit Bureau of Circulations.
Wu, S.H. (1992). Integrating Business Ethics and Strategy-Two Cases of Taiwan Company︰Paper Presented to the International Conference on Corporate Ethics and Social Responsibility in a Changing Environment, Taiwan.
Yin, R.K. (1984). Case Study Research,Beverly Hills, CA︰Sage.
Yin, R.K. (1989). Case Study Research 2nd ed.,Beverly Hills, CA︰Sage.
Yin, R.K. (1993). Applications of Case Study Research,Newbury Park, CA︰Sage.
The Yomiuri Shimbun (2001). Media Data 2001,Tokyo, Japan︰The Yomiuri Shimbun.
〈日文部分〉
八巻俊雄著 日本経済社編（1992）日本広告史 東京：日本経済新聞社
山本明、藤竹暁 編（1993）図説日本のマス・コミュニケーション
第二版，東京：日本放送出版協会
日本ABC協会編著（1973）ABC２0年のあゆみ 東京：日本ABC協会
日本ABC協会編著（1983）ABC３0年のあゆみ 東京：日本ABC協会
日本ABC協会編著（1988）日本のABC 東京：日本ABC協会
日本ABC協会編著（1968）日本のABC15年のあゆみ 東京：日本ABC協会
日本ABC協会編著（1990）部数効果の実際 東京：日本ABC協会
日本ABC協会編著（1993）ABC NEWS No.229 東京：日本ABC協会
日本ABC協会編著（1993）ABC NEWS No.294 東京：日本ABC協会
日本ABC協会編著（1997）ABC NEWS No.322 東京：日本ABC協会
日経広告研究所編（2001）証言で綴る広告史 東京：日経広告研究所
羽島知之（1997）新聞の誕生・新聞の歴史 東京：日本図書センター
羽島知之（1997）激動期の新聞・新聞の歴史 東京：日本図書センター
羽島知之（1997）現代の新聞・新聞の歴史 東京：日本図書センター
電通（1991）電通90年史 東京：電通
朝日新聞百年史編修委員会（1995）朝日新聞社史 東京：朝日新聞社
朝日新聞社（2001）朝日の読者 DATABOOK 2001 東京：朝日新聞社
読売新聞社（1994）読売新聞百二十年史 東京：読売新聞社
読売新聞社（2001）新聞広告の機能と役割 東京：読売新聞社 |
| Description: | 碩士
國立政治大學
廣告學系 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#A2010000243 |
| Data Type: | thesis |
| Appears in Collections: | [廣告學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 439 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
