| Summary: | 碩士 === 國立臺中技術學院 === 事業經營研究所 === 94 === Due to the Internet developing, it becomes more potential in marketing communication campaigns. Business has combined traditional media and the Internet in marketing communication campaigns, but little research has been done to assess the effectiveness of the Internet compared to traditional media. According to the background, this research goal is to explore the effect of single- and multiple-media campaigns in marketing communication using television, print media, and the Internet.
The results show that, (1) Product involvement and media type are interactive in marketing communication that the results are not significant. (2) Product involvement indeed influences the effect of marketing communication. (3) Affective and conative responses do significantly differ between the single-medium campaigns, but cognitive don’t. (4) Affective do significantly differ between the multiple-media campaigns, but cognitive and conative don’t. (5) Single-medium campaigns compared to multiple-media are significant in cognitive, affective and conative.
This research expects that different sensory of media can help consumer to learn and facilitate the effect of learning. It also expects that using different media can evoke more effect of communication and raise more benefit of sale further
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