The first, theoretical part is dedicated to a complete summary of the theory behind the banner advertising in general -- starting at the very beginning of internet advertising in the past, to today's latest forms of internet advertising campaigns. In this part you can also find an exact description of functionality of these models and their possible options. The following, practical part is focused on implementing the new model for buying and selling space for advertising on the web. This part of my Thesis includes analysis of functionality, advantages and disadvantages for the use of the new model and analysis of issues that occurred during its implementation. A questionnaire has been developed and used to analyze this. My Theses concludes with proposed recommendations and future development of the new model.

2009年全球廣告總量將會降低 6.9%，而網路則會是唯一廣告量成長的媒體。網路廣告中又以關鍵字廣告（Ad Copy）與橫幅廣告（Banner Ad）所佔總體網路廣告營收的比例最高。關鍵字廣告為當網路使用者搜尋資訊時，鍵入關鍵字，文字廣告即會出現在搜尋結果的網頁中，與網路使用者的搜尋意圖互相連結；而橫幅廣告（Banner Ad）為靜態或動態之圖像式廣告，網路使用者點擊後可連至廣告主網頁。 本研究探討屬性組合如何影響關鍵字廣告（Ad Copy）與橫幅廣告（Banner Ad）之廣告效果，與B2B企業研華股份有限公司（Advantech Corporation）之數位行銷中心（Digital Marketing Center）合作，配合Google AdWords平台進行廣告投放之實證研究，觀察廣告之點擊率。為了解屬性組合如何影響廣告效果，本研究分為兩個部分：關鍵字廣告（Ad Copy）與橫幅廣告（Banner Ad）。關鍵字廣告（Ad Copy）部分，以「文化差異」與心理學理論之「自由需求（自由感）」之有無為自變項；橫幅廣告（Banner Ad）部分以「廣告尺寸」、「訴求導向」與「廣告主題」為自變項，兩種類型廣告之研究皆以廣告「點擊率」為應變項，試圖觀察不同屬性組合之下的廣告效果，以供B2B企業在執行網路行銷時之參考。 研究結果發現，在具「文化差異」之國家下投放「自由需求（自由感）」之有無的關鍵字廣告（Ad Copy），其廣告點擊率具顯著差異；而「廣告尺寸」、「訴求導向」與「廣告主題」此三屬性組合下，「方型（300 x 250） x 應用領域資訊 x USP」此一廣告屬性組合獲得最佳之廣告點擊率。透過研究觀察，B2B企業可以此為未來關鍵字廣告（Ad Copy）文案撰寫與橫幅廣告（Banner Ad）文案設計之方向。 / Internet has become the second large media in recent years. For B2B company, Internet Advertising is an important channel to promote brand image and products as well. The most popular formats of Internet Advertising, according to Interactive Advertising Bureau (IAB), are Ad Copies and Banner Ads, which the revenue accounts for 43% and 19% respectively in 2013. The purpose of this study is to explore, for B2B company, how attributes combination affects the advertising effect. We cooperated with Advantech Corporation, a leading B2B company in providing innovative embedded and automation products and solutions, and used Google AdWords platform to advertise. In this study, we have two parts: Ad Copy and Banner Ad. For Ad Copy, we proposed two attributes: cultural differences and free-will choices; for Banner Ad, we selected three: banner size, appeal orientation, and advertising theme as attributes to verify the effects on ads clicking behavior. Click-through Rate dada were collected and analyzed from Google AdWords tracking system and campaign report. The results showed that Ad copies with free-will choices targeted in both Western and Eastern countries, Banner Ads with rectangle design, solution-oriented and unique selling point created better advertising effects. Furthermore, we also had discussion on the impact from product features and Ad positions to advertising effects. Finally, based on our findings, we provided B2B company marketers further suggestions for Ad Copy and Banner Ad execution and Ad content design.

網路「線上促銷」，以鼓動線上購買，或是提供給網路使用者各式各樣優惠的誘因贈獎訊息來吸引點選，在網路行銷及廣告的運用上，越來越頻繁。而根據網友點選廣告意願的調查，指出約有57-65%的網路使用者願意點選「贈獎、誘因式」的廣告；而包括最吸引網友點選的廣告訊息，以「優惠折扣」居首，佔69%。 誘因贈獎的風行，使得網友上網就往好康去，而有「免費（FREE）」字樣的廣告的點選率也的確算是一枝獨秀。但也有人質疑，這種以「誘因」與「贈獎」做為廣告訴求，是否會使得網路廣告效果落入誘因與贈獎的陷阱中，而無實質的廣告傳播效益？ 因此本研究將以網路橫幅廣告為研究主體，探討利用誘因、贈獎做為主要廣告訴求，從MOA的概念出發，探討該類型網路廣告效果，其中包含討混有告效果研究，涵括目標對象、對廣告整體一般態度、誘因線索與主產品的互補程度等概念。 又因為網路環境與網路行為的多變，使得網路理論的驗證與現象的觀察無法分割，本研究將以線上實驗的設計方法，除了驗證變項之間的因果關係之外，亦詳加記錄了線上實驗法過程中，可能發生的問題點，提供未來相關網路研究、實驗的參考。