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    题名: 廣告訊息正反性.廣告主可信度.訊息涉入與廣告效果之關係
    作者: 林清州
    LIN, QING-ZHOU
    贡献者: 張重昭
    林清州
    LIN, QING-ZHOU
    日期: 1992
    1991
    上传时间: 2016-05-02 15:13:10 (UTC+8)
    摘要: 行銷人員利用廣告將產品訊息呈遞給消費者,因此,瞭解影響廣告效果的因素,便是行銷人員的一項重要工作。本研究欲透過對廣告訊息正反性、廣告主可信度、訊息涉入等三個因素之操弄,以了解其對廣告效果之影響,並做為企業制定廣告政策之參考。
    參考文獻: 一、中文部分:
    1 .杜富漢,「不同廣告訴求方式對不同產品的影響」,政治大學心理研究所未出版碩士論文,民國七十五年六月。
    2 .林建煌,「廣告信念、廣告主聲譽、廣告訊息正反性與廣告效果之關係,管理科學學報,第八卷,第二期,民國八十年十二月。
    3 .連英傑,「消費者訊息處理動機與能力對廣告效果的影響」,政治大學企業管理研究所未出版碩士論文,民國八十年六月。
    4 .黃俊英,行銷研究一管理與技術(第三版)台北:華泰書局,民國七十六年一月。
    5 .張東峰、鄭伯壎編譯,西爾格德等著,心理學,桂冠圖書公司,民國七十五年。
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    7 .薛培亮,「訊息涉入於廣告之應用」,輔仁大學管理學研究所未出版碩士論文,民國七十九年七月。
    8 .藍三印、羅文坤著,廣告心理學,台北:天馬出版社,民國六十八年初版。
    9 .羅文坤,行銷傳播學,台北:三民書局,民國七十五年十二月初版,162~163。

    二、英文部分:
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    描述: 碩士
    國立政治大學
    企業管理學系
    資料來源: http://thesis.lib.nccu.edu.tw/record/#B2002004472
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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