image advertising advocacy advertising cause advertising 3 Informative

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機構廣告 • 形象廣告 (image advertising) • 支持性廣告 (advocacy advertising) / 議題性 廣告 (cause advertising)

機構廣告 • 形象廣告 (image advertising) • 支持性廣告 (advocacy advertising) / 議題性 廣告 (cause advertising) 3

廣告目標 • 告知式 (Informative advertising) • 說服式 (Persuasive advertising) • 提醒式 (Reminder advertising) 5

廣告目標 • 告知式 (Informative advertising) • 說服式 (Persuasive advertising) • 提醒式 (Reminder advertising) 5

資料來源：Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc.

資料來源：Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 455. 6

廣告策略 • 觀眾被動接收 • 互動電視、網路 • Creative concept - distinctive, memorable – Meaningful, believable,

廣告策略 • 觀眾被動接收 • 互動電視、網路 • Creative concept - distinctive, memorable – Meaningful, believable, distinctive • Madison & Vine - the intersection of Madison Avenue and Hollywood – Advertainment • 7 Product-placement advertising

選擇廣告媒體 • 觸及率 (Reach is a measure of the percentage of people in the

選擇廣告媒體 • 觸及率 (Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time) • 頻率 (Frequency is a measure of how many times the average person in the target market is exposed to the message) • 衝擊率 (Impact is the qualitative value of a message exposure through a given medium) • 毛評點 (gross rating point= R x F ) • 每千人成本 (cost per thousand persons reached, CPM= 廣告成本 x 1000/接觸到廣告人數) 8

版權聲明 頁碼 6 12 作品 版權圖示 來源 / 作者 Kotler, P. and G. Armstrong.

版權聲明 頁碼 6 12 作品 版權圖示 來源 / 作者 Kotler, P. and G. Armstrong. Principles of Marketing, 13 th edition. Pearson Education Inc. p. 455.

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