There are many studies about information security, but merely limited in the technologic and managerial fields. The purpose of this research is to discover information security advertisement in two ways ¡V the time trends and the advertising presentation.
The research uses the content analysis with four variances ¡V time, category of products, type of enterprises, and targeted customers to analyze information security advertisement on computer magazines in the past ten years (1994~2003).
According to research findings, there are some obvious changes in category of product, appeal strategy, amount of advertising message, topic reply and brand image in time trends. On the other hand, picture-headline effect, proportion structure, appeal strategy, presentation type, and brand image have apparent differences in advertising presentation. It can be concluded to eight findings from research results:
1.¡¨product¡¨ is always the main marketing objective;
2.advertising presentation is from ration to emotion;
3.follow the ¡§product life period¡¨ and ¡§advertising strategy¡¨ rule;
4.the amount of topic reply has gradually decreased;
5.different advertising purposes have different advertising presentation;
6.¡§expression of safety¡¨ is primary objective;
7.huge amounts of image usage;
8.the amount of advertising messages in information security advertisement is more than other types of advertisements.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-1008104-130810 |
| Date | 08 October 2004 |
| Creators | Weng, Wen-di |
| Contributors | Ya-ching Lee, Fen-hui Lin, Pin-yu Chu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1008104-130810 |
| Rights | unrestricted, Copyright information available at source archive |
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