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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/83152


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    題名: 從訊息整合面向探討整合性廣告之整合傳播效果
    作者: 廖明瑜
    Liao, Ming-Yu
    貢獻者: 洪順慶
    廖明瑜
    Liao, Ming-Yu
    關鍵詞: 整合行銷傳播
    整合性廣告
    整合傳播
    整合溝通
    日期: 2000
    上傳時間: 2016-03-31 13:26:24 (UTC+8)
    摘要: 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。
    參考文獻: 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.
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    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.
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    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.
    描述: 碩士
    國立政治大學
    企業管理學系
    87355016
    資料來源: http://thesis.lib.nccu.edu.tw/record/#A2002002001
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

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