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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 許文馨(Audrey Hsu) | |
| dc.contributor.author | 企業管理碩士專班 | zh_TW |
| dc.contributor.author | Chia-Shen Liu | en |
| dc.contributor.author | 劉家昇 | zh_TW |
| dc.date.accessioned | 2022-11-23T09:03:26Z | - |
| dc.date.available | 2022-02-16 | |
| dc.date.available | 2022-11-23T09:03:26Z | - |
| dc.date.copyright | 2022-02-16 | |
| dc.date.issued | 2022 | |
| dc.date.submitted | 2022-02-11 | |
| dc.identifier.citation | (1) English Baltas, G. (2003). Determinants of internet advertising effectiveness: An empirical study. International Journal of Market Research, 45(4), 508-512. Bellizzi, J. A., Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology Marketing, 9(5), 349-359 Briggs, R. Hollis, N. (1997). Advertising on the web：Is there response before click-through? Journal of Advertising Research, 37(2), 34-44. Chen, G., Cox, J. H., Uluagac, A. S., Copeland, J. A. (2016). In-depth survey of digital advertising technologies. IEEE Communications Surveys Tutorials, 18(3), 2126-2141. Duffett, R.G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst millennials. Internet Research, 25 (4), 499-524. Goldsmith, R. E., Lafferty, B. A. (2002). Consumer response to Web sites and their influence on advertising effectiveness. Internet research, 12(4), 318-324. Graepel, T., Candela, J., Borchert, T., Herbrich, R. (2010). Web-scale Bayesian click-through rate prediction for sponsored search advertising in Microsoft’s Bing Search Engine. In Proceedings of the 27th International Conference on Machine Learning(ICML). Huang, Z., Pan, Z., Lin, Q., Long, B., Ma, H. Chen, E. (2017). An Ad CTR prediction method based on feature learning of deep and shallow layer. In Proceedings of the 2017 ACM on Conference on Information and Knowledge Management (CIKM). Kim, S., Tao, Q., Liu, T., Yu, H. (2014). Advertiser-centric approach to understand user click behavior in sponsored search. Information Sciences, 276(2), 243-254. Kotler, P. Armstrong, G. (2010). Principles of marketing. Brunel University, UK: Pearson Education. Lee, D., Hosanagar, K., Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105-5111. Lee, K., Orten, B., Dasdan, A. Li, W. (2012). Estimating conversion rate in display advertising from past performance data. In Proceedings of the 18th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining(KDD). Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 68-71. Robinson, H., Wysocka, A., Hand, C. (2007). Internet advertising effectiveness : The effect of design on click-through rates for banner ads. International Journal of Advertising, 26(4), 512-540. Team, T. (2015). Twitter: Trends in the U.S. online advertising market and its impact. Retrieved October 01, 2020, from Forbes : http://www.forbes.com/sites/greatspeculations/2015/03/16/twitter-trends-in-the-u-s-on line-advertising-market-and-its-impact/ Vakratsas, D., Ambler, T. (1999). How advertising works: What do we really know? The Journal of Marketing, 63(1), 27-42. (2)Chinese Cathy. (2017). 從菜攤到電商，人氣堅果品牌「團圓堅果」靠精準受眾行銷，成功打響品牌！創業人物專訪, Retrieved October 01, 2020, from Shopline: https://blog.shopline.tw/merchant-showcase-tuanyuannuts/ DMA台灣數位媒體行銷暨應用協會 (2020)。 台灣數位廣告量統計報告。 Internet Advertising and Media Association (2008). 2008 台灣整體網路廣告市場總量記者會會後新聞稿及簡報內容. Retrieved October 01, 2020, from: http://www.iama.org.tw/1207.pdf Kevin Wu. (2021). 電商人不能錯過的廣告素材基礎課！製作素材你必須留意的 5 大關鍵分享. Retrieved October 01, 2020,from Shopline: https://blog.shopline.tw/create-advertising-materials/ Ted. (2020). 廣告文宣有哪些？怎麼做？ Retrieved from Gogo Partners: https://reurl.cc/E7dkZg 江義平、江岱衛（2010）。關鍵字廣告點擊行為探究。電子商務研究，8(3)，407-422。 吳文貴、林孟陞（2013）。 Facebook 粉絲專頁訊息廣告效果之研究:以 7-Eleven與麥當勞粉絲專頁為例。行銷評論，10(1)，43-59。 林妍溱（2017年6月28日）。臉書用戶正式突破20億了!。iThome online。 張薇(2012)。廣告美學。武漢：武汉大学出版社。 曾光華（1998）。超猛廣告創意。臺北：非庸媒體集團圖書出版部。 葉家瑜、黃馨儀、謝旻憲（2014）。成功臉書貼文的關鍵因素-以經營粉絲專頁為例。圖文傳播藝術學報，570-604。 劉家昇(2018)。電商從0到1。臺北：時報出版社。 | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/79550 | - |
| dc.description.abstract | "本論文的目的為探討對比法的設計原理原則是否能有效提高廣告設計之成效，著重在如何有效利用視覺傳達設計原理(Principal of visual communication design) 成功獲取高點擊率、高轉換率之有效貼文，降低網路廣告獲客成本(Cost Per Acquisition)等指標。 此外，在討論與結論章節中，本論文亦會透過實際企業廣告投放數據，提出有效之解決方案和操作方法，協助中小企業達成廣告高點擊率的關鍵績效指標(Key Performance Indicator)。 本研究採用實際廣告投放方式進行資料蒐集，共執行1,935,243萬筆有效曝光，並透過臉書廣告後台進行數據分析，並以觀察法來進行實驗，以自變數(廣告形式：有對比法、無對比法)與依變數(成效：觸及人數、曝光次數、點擊率、不重複點擊率、轉換率)的觀測組合設計，進行假設驗證，研究結果發現： 有使用對比法的廣告素材相較於沒有使用對比法的網路廣告，對於受測者而言其對廣告的吸引力較強，廣告成效較好。" | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-23T09:03:26Z (GMT). No. of bitstreams: 1 U0001-0802202203033800.pdf: 2579967 bytes, checksum: e1f19501a9102271a01ddd949b5bcd9f (MD5) Previous issue date: 2022 | en |
| dc.description.tableofcontents | Acknowledgements………………………………………………………………………………………………………………………i 中文摘要……………………………………………………………………………………………………………………………………..ii Abstract……………………………………………………………………………………………………………………………………….iii Chapter 1 Introduction………………………………………………………………………………………………………………...1 1.1 Research Motive…………………………………………………………………………..1 1.2 Purpose of Research………………………………………………………………………1 1.3 Research Outline………………………………………………………………………….2 Chapter 2 Literature Review………………………………………………………………………………………………………..4 2.1 Call to Action……………………………………………………………………………...5 2.2 Advertisements Evaluation………………………………………………………………..5 2.3 Advertisements Designing…………………………………………………………………6 2.4 Classification of Ads………………………………………………………………………7 2.5 Summary………………………………………………………………………………………………………………………..10 Chapter 3 Hypothesis Development……………………………………………………………………………………………..12 Chapter 4 Research Methods………………………………………………………………………………………………………..13 4.1 Research Steps 13 4.2 Data Collection 14 4.2.0 Explanation of Terms………………………………………………………..…………..14 4.2.1 Data Source 16 4.2.2 Research Design 20 4.2.3 Research Tools 21 4.2.4 Research Object 21 4.2.5 Formulas 24 Chapter 5 Analysis of Research Results………………………………………………………………………………………..27 5.1 Operation of Research Groups 27 5.1.1 The control and experiment groups 27 5.1.2 The data result 29 5.2 The number of people reached 32 5.3 The number of exposures 33 5.4 The click-through rate 34 5.5 The conversion rates 36 Chapter 6 Conclusions and Recommendations……………………………………………………………………………..38 6.1 Results and discussion 38 6.2 Research Contribution 39 6.3 Research Limits and Future Research Suggestions 40 Reference……………………………………………………………………………………………………………………………………..43 | |
| dc.language.iso | en | |
| dc.title | 提升網路社群廣告成效之關鍵指標 | zh_TW |
| dc.title | The Key Factors of Content and Design Elements on Advertising Performance | en |
| dc.date.schoolyear | 110-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 堯里昂(Song-Chuen Chen),劉心才 | |
| dc.subject.keyword | 社群臉書,消費者互動,自然觸及,高點擊率,視覺傳達設計原理,廣告獲客成本,關鍵績效指標, | zh_TW |
| dc.subject.keyword | Facebook,Customer Engagement,Organic Impression,Click-Through-Rate,Principal of Visual Communication Design,Advertising Cost Per Acquisition,Key Performance Indicator, | en |
| dc.relation.page | 46 | |
| dc.identifier.doi | 10.6342/NTU202200355 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2022-02-12 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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|---|---|---|---|
| U0001-0802202203033800.pdf | 2.52 MB | Adobe PDF | 檢視/開啟 |
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