A Study on the Risk Management of Advertising Effects of FM Broadcast Stations

Y. P. Wang

《危機管理學刊》 8卷2期 (2011/09) Pp. 55-66

https://doi.org/10.6459/JCM.201109_8(2).0006

並列摘要

This study aims to match the most suitable time slots and FM (Frequency Modulation) broadcast station programs with various commercials in Kaohsiung metropolitan area. Due to the immature evaluation methods of the commercials on mass media, most radio advertisers choose advertising agents to broadcast advertisements by their preference for programs and time slots, which is unprofessional and ineffective. This study employed factor analysis to identify 9 dimensions, which is the product type; and conducted correlation analysis with the time slots and program type to match the time slots and and programs with the commercials. Hopefully, the results of the study may help advertisers make a better and more economizing decision on risk management.

並列關鍵字

advertising effect ； risk management ； FM broadcast station

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