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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/36507
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/36507


    Title: 電子郵件廣告訊息之內容分析研究
    Authors: 謝慧燕
    Contributors: 鄭自隆
    謝慧燕
    Keywords: 電子郵件
    網路廣告
    E-MAIL
    Date: 2000
    Issue Date: 2009-09-18 18:44:05 (UTC+8)
    Abstract: 所謂電子郵件廣告即是以電子郵件為傳遞工具,將廣告訊息以數位型式主動傳輸至收件者信箱中,由於電子郵件廣告可針對獨特的個人,依據特定個體之需求及特質以為區隔變數,進一步達成一對一行銷的遠景,因此,雖然垃圾郵件的問題仍為人所詬病,電子郵件廣告在作為行銷工具的強大功能上仍備受注目。
    為了瞭解目前台灣電子郵件廣告訊息結構的概況,本研究採用內容分析法,針對電子郵件廣告,分析其廣告訊息結構之表現,並試圖探究不同的郵件廣告型式、郵件內容類型及不同的產品類別,與廣告訊息結構(廣告目的、廣告資訊量、廣告訴求方式、標題型式、廣告表現方式及擺設位置)之關聯。
    研究結果發現,不同的郵件廣告型式在廣告目的數、訊息量、廣告訴求、文案字數、廣告動態效果及鏈結個數上有顯著差異。而不同郵件內容類型在廣告目的數、訊息量、文案字數、廣告效果及鏈結個數上有顯著差異。在不同產品類別對廣告訊息的影響上則發現,不同產品類別在廣告目的數、訊息量、文案字數及鏈結總數上有顯著差異。
    從本研究結果中可歸納以下5點結論:
    1.目前台灣電子郵件廣告仍以刊登在電子報中為主流。
    2.而在各類郵件廣告型式中,以「電子傳單」由於有充裕的版面運用,因此可傳傂較豐富的訊息。
    3.目前台灣電子郵件廣告仍以靜態呈現居多,而多媒體效果部份,如音樂音效及動畫的呈現仍相當少見。
    4.廣告主仍以傳統收視率觀點選擇刊登之電子報別,而並未依電子報屬性區隔受眾。
    5.本研究發現理性類商品廣告訴求以理性為多,感性類商品則以感性訴求為主;而在涉入度部份,涉入度高之商品,其廣告中所包含的資訊量亦較高。
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    Description: 碩士
    國立政治大學
    廣告研究所
    89
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001133
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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