THE EXPLORATORY RESEARCH OF WEB ADVERTISING－A CASE FOR WEB PAGE ADVERTISING IN TAIWAN

• Main Authors: CHU, KUO-TING, 褚國廷
• Other Authors: JANG SHUEN-DE
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/10202048778646745859

碩士 === 國立臺北大學 === 企業管理學系 === 92 === Recently, the prompt development of internet has brought many advantages on business application. Comparing the internet media with the typical media, there are lots of vantages especially in cost saving, message delivering, media complementary, and so on. Although every component of web page advertising has been analyzed, there are still scanty of the macrocosm study to be the base of developing web page advertising. Therefore this study relying on conferring the documents and collecting data sets up fore components of web page advertising as follows: (1) The Message component of web page advertising. (2) The Appeals component of web page advertising. (3) The presentation style component of web page advertising. (4) The types of advertising. Additionally, this study also confers the development and application trend on each component by data collecting and analyzing. In the message component of web page advertising, we find the「cis」message and the「Components or Contents」message are the most two parts of all messages. We also find that the types of web site would influence the appearing ratio of web page advertising. In the Appeals component of web page advertising, we find the「factual」appeal and the「atmosphere or .image」appeal are the most parts of all advertising. We also find that the broadcasting period of advertising would influence the category of advertising. In the presentation style component of web page advertising, we find the bulk of the advertising would have「statement」to explain their goods. And the advertising generality would use the「animation」to attract the internet user. But the complicated charts or diagrams are very few. In the types of advertising, we find the「banner」are the most parts of all advertising, and the「Interstitial advertising」are the minimum. We also find that the sorts of web site would influence the types of advertising.