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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/3574


    Title: 國內廣告主委託行銷傳播代理商之概況研究
    Other Titles: The Operation Models of Marketing Communication in Taiwan
    Authors: 劉美琪
    Keywords: 行銷傳播;廣告代理;廣告主
    Marketing Communication;Advertising;Advertiser
    Date: 2002
    Issue Date: 2007-04-18 16:32:27 (UTC+8)
    Publisher: 臺北市：國立政治大學廣告學系
    Abstract: 面對分眾之時代趨勢，新興媒體與傳播技術不斷開發，行銷主對特定行銷傳播服務的需求亦愈趨專業化，除了綜合廣告代理、公關公司之外，越來越多的媒體公司、直效行公司，活動公司、促銷公司、網路公司興起，開使發展與客戶的直接關係，成為廣告主的行銷傳播協力單位。在諸多解決行銷傳播需求的方案之中，大抵而言，一般企業可能訴諸的運作模式包括 : 無代理商而由組織內部主導、由一家主要代理商承攬、與由多家代理商承攬等幾種方式來推動其行銷傳播事務。本研究旨在探討國內廣告主委託代理商之模式概況，針對前二百大廣告主發出問卷，回收 62 份，分析發現產業別、廣告商品數量、行銷總預算以及四大媒體所佔行銷總預算等因素與代理模式之選擇相關；廣告代理模式之選擇與市調公司、網路公司、活動公司等有關；委託二家以上廣告代理之企業較僅委託一家廣告代理之企業更同意關於「委託廣告代理會提高公司整體推廣花費」的意見。
    Facing with technology development, media proliferation and the trend of consumerism, marketers have seen the communicational needs for professional services. In additional to ad agencies and PR houses, other suppliers such as internet companies, media houses, research houses and event agencies have come into play. Some marketers commission communicational tasks to a full services ad agencies while others decided to keep it in-house. Yet, all marketers have to employ some mar-com agencies in order to fulfill their needs. Insofar, in-house agency, one-agency policy or multiple agencies policy is the three basic models adopted by marketers. The purpose of this research is to understand factors influencing the choice among these three models. A survey is conducted to the top 200 advertisers in Taiwan with 62 returns. It`s found that industry type, number of product advertised, total marketing budget and the ratio of mass media budget to total marketing budget are factors influencing model choices while these choices are related to the employment of research house, internet company and even agency. Last, marketers employing multiple ad agencies perceived to pay a higher promotional cost than those employing only single ad agency.
    Description: 核定金額：374800元
    Data Type: report
    Appears in Collections:[廣告學系] 國科會研究計畫

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