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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

廣告投入與創意手法對銷售影響之研究

王德林 Unknown Date (has links)
長久以來,廣告投入一直佔廠商行銷資源的大宗,同時也被認為對最終銷售量及市場佔有率的提升有具體的貢獻。在2003年國內的廣告投資達600億的金額,而由國外文獻也可看出對廣告的效果有各種不同的論述。到底廣告的功效是在於知名度的建立呢?還是偏好度的建立呢?還是品牌資產的建立呢?廣告與銷售及市場佔有率的關連性又是如何呢?過往研究較多集中於廣告投入與品牌知名度或品牌資產的衡量。本研究則針對同期間之銷售結果做一比較,試圖驗證廣告投入與銷售量是否有正向關連。 廣告創意策略與表現手法更是變化多端;簡單的看,創意表現有感性與理性二種大分類方式。較常被使用的則有證言式、名人推薦式、問題解決式、促銷式等等。各種不同創意手法的運用與最終的銷售結果是否有關連也是本研究希望解答的問題。 此外,我們也希望瞭解上述問題當面臨不同品類的商品時,是否會有相同或不同的結果。因此,本研究之命題為廣告投入、電視媒體、創意手法與銷售及市場佔有率的影響為何,以及跨不同品類時前述變數是否產生不同效果。 在品類的選擇上本研究使用洗髮精與衛生棉,原因為二者皆為成熟的一般消費性產品,市場規模大且廣告投資亦相當持續。在創意表現上則將觀測期間內上述品類中各品牌的廣告影片予以分析並歸類後,再與銷售量做一分析。由第四章之研究結果可發現洗髮精與衛生棉整體廣告投入與銷售量影響有正向相關。然而,在同時亦發現各單獨品牌在進行分析時,大部分銷售量皆呈現低度相關。此一現象可能肇因於所選擇品類及品牌的消費與市場特性,也可能是觀測期間的限制。而相對的前期銷售量的影響則是最為顯著的,說明了在領導品牌現有的市場規模下單一行銷變數改變的影響是有限的。 在創意表現手法與銷售量的分析上,則除了一個持續成長的品牌外,其他各個品牌的銷售量皆未受到不同廣告創意表現手法所影響。此一結果,指引出在廣告與傳播策略的擬定到創意策略及手法的運用上,廠商應仍有很大的空間來創造本身獨特的記憶點與形象來影響消費者,同時與競爭者做出明顯區隔。 在分析中亦發現不同品類在前述效果研究中呈現不同的結果。整體而言,廣告在一般消費品的銷售上仍有其效果;產品所屬的生命週期階段對廣告效果有不同的影響。廣告及創意表現手法則應對品牌知名度、品牌形象及品牌偏好度產生正面效果,並在消費者心中留下良好印象而於購買決策時,產生決定性的影響。
2

研究發展、廣告支出與企業經營績效關聯性之研究

許戍 Unknown Date (has links)
研究發展與廣告活動是市場上常見的非價格之差異化訴求,且投入與產出間皆具有未來之遞延效益。Sougiannis(1994)認為在衡量研發支出與企業價值之關聯性時應同時考量對盈餘的影響,方能真正衡量研發活動的效益。本研究延續這樣的觀念,不直接將研發、廣告活動與企業價值予以聯結,而試圖找尋存在兩者間的中介績效變數,透過這些績效變數與研發、廣告活動之投入關係來衡量無形資產生產力及對企業的績效貢獻。   異於過去之研究,本研究除探討研發、廣告投入的強度之外,尚考量投入的持續性對企業經營績效之影響。依據投入強度與持續性兩項標準將研發、廣告投入區分為高、低群組,檢定不同群組下研發、廣告投入與四項績效指標(市場佔有率、營收成長率、營業利益率及資產報酬率)的關聯性,並以其中最能代表企業本業營運活動的營業利益率為經營績效變數,分析在不同產業下企業研發、廣告支出與經營績效間之關聯性。   本研究之主要結論,就單變量之分析結果顯示,以研發投入強度及持續性為區分要素,塑化業、紡織業、機電業、資訊電子業樣本中高研發群組之營業利益率顯著優於低研發群組;以廣告投入為區分要素下則以食品業較具顯著性。同時以研發、廣告投入為區分要素時,塑化業、資訊電子業樣本中高群組之營業利益率顯著優於低群組。迴歸分析結果顯示,塑化業、紡織業、機電業、資訊電子業樣本之研發投入強度及持續性愈高,其營業利益率愈大,食品業、塑化業樣本的廣告投入愈大,其營業利益率愈高。   本研究之實證結果隱喻,研發、廣告活動之支出效益具產業差異,而此處資源耗用與預期經營績效具產業差異性之實證發現,或可提供各企業評估是否投入研發或廣告支出決策時之參考。 / Featured with differed and uncertain future economic benefits, investments in research and development (R&D) and advertising activities have been concerned as two major means for non-price competition. Sougiannis (1994) argues that without an understanding in how R&D activity contributes to firm value, the relationship found between R&D intensity and stock price could be spurious. Based on Sougiannis’ perspective, this thesis attempts to explore the productivity of these two long-term or asset-like expenditures. Specifically, this thesis examines the relation between R&D (Advertising) outlays and financial performance measures.   This thesis differs from previous studies in that this research considers not only the magnitude of R&D and advertising outlays but also the continuity in term of time horizon of such outlays. Based on the magnitude and longitude of R&D and advertising expenditures, the sample firms are divided into high and low groups by both criteria. The thesis first tests the correlation between R&D and advertising outlays and some performance measures. The thesis then examines in regression analysis the benefits of R&D and advertising expenditures to operating income in different industries.   The empirical results show that the operating income of high group is significant different from that of low group in Plastics and Chemicals, Textiles, Machineries, Electrical and Electronics. When the grouping is classified by advertising, the operating income is significant different in Foods industry only, while the grouping is based on both R&D and advertising, the significant difference exits in Plastics and Chemicals, Electrical, and Electronics industries. The regression results indicate that R&D outlays displays a significantly positive effect on operating income in Plastics and Chemicals, Textiles, Machineries, Electrical and Electronics industries, while the influence of advertising expenditure is found in Plastics and Chemicals, and Foods industries only. These findings may serve as a basis for strategic decision as to whether to invest heavily on R&D and advertising activities, since the productivity of R&D and advertising outlays, measured as the relationship between the related expenditures and firm operating income, differs across industries.

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