多元雜誌各類刊號廣告經營受景氣好壞變化之非線性影響-- C大出版事業為例

Nonlinear Effect of the Variation of Economic Condition on the Advertising for a Diversified Magazine Business-- An Example of C Publisher

王怜乃(Ling-Nai Wang)

指導教授 ： 聶建中 ； 林景春

淡江大學/管理學院/全球華商經營管理數位學習碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.01095

摘要

本篇摘要未授權

關鍵字

出版事業 ； 廣告經營 ； 景氣 ； 平滑移轉自我迴歸模型

並列摘要

This abstract would not be displayed due to no authorization.

並列關鍵字

Magazine Business ； Advertising ； Economic Condition ； Smooth Transition Auto Regression Model

參考文獻

Baye, M., and Morgan, J. (2000) “A simple model of advertising and Subscription Fees,” Economics Letters, 69(3), 345-351

Biehal, G., and Sheinin, D. (1998) “Managing the brand in a corporate advertising environment: A decision-making framework for brand managers,” Journal of Advertising, 27(2), 99-110.

Cheng, K. (2011) “The effect of contraceptive knowledge on fertility: The roles of mass media and social networks,” Journal of Family and Economic Issues, 32(2), 257-267.

Depken, C., and Wilson, D. (2004) “Is advertising a good or a bad? evidence from U.S. magazine subscriptions” Journal of Business, 77(2), S61-S80.

Dickey, D. A. and Fuller, W. A. (1979) “Distribution of the Estimators for Autoregressive Time Series with a Unit Root," Journal of the American Statistical Association, 74, 424-431