媒體廣告效益以大魯閣新時代為例

廣告在我們身邊無所不在，近年來廣告媒體日新月異，不同領域的產業適合的廣告媒體也不盡相同，每個產業或產品都需要客源，但要如何在眾多消費市場中產品如何讓消費者知道公司產品的資訊，進而讓消費者選取公司的產品。常見的廣告媒體從平面印刷廣告、雜誌刊登、報紙、電台、戶外電子看板、宣傳車、公車、商務簡訊、第四台、手機APP廣告…等等，皆屬於廣告媒體。廣告媒體眾多，媒體運用的恰當，可讓宣傳的效益達到加成效果，如何該選擇適合產業或產品的媒體也是一種學問。本研究目的：因應廣告媒體眾多，本研究針對百貨公司產業做深度訪談，藉此瞭解眾多的廣告媒體中，地區百貨公司業者是如何選擇廣告媒體，並瞭解媒體使用上的比較，來探討出使用的媒體中何者是地區百貨業者最常使用的媒體以及最有效益。

關鍵字

廣告效益；廣告媒體

並列摘要

Advertisements are omnipresent. Recently, the advertising media improved every day. Different advertising media are suitable for different industries. Customer base is important to every industry and product. Making customers realize the information about products and then make a choice to select products in multiple consumption markets are vital. Common advertising media are inclusive of flat ads, magazines, newspapers, broadcasting radios, electrical billboards, propaganda vehicles, buses, commercial messages, pay TV channels, commercials on mobile apps and so on. If the media could put advertisements into good use, the propaganda will be effective. Also, how to choose suitable media to particular industries and products is important. The objective of this research is: according to a number of advertising media, this research will study on multiple advertising media by conducting in-depth interview on department stores. Thus we can realize how regional vendors of department stores select advertising media and learn the comparison of use of media to probe which is the most effective and common media that regional vendors of department stores use.