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| 研究生： |
吳岳展 Yue-Jan Wu |
|---|---|
| 論文名稱： |
說服性廣告與媒體差異化 |
| 指導教授： |
吳大任
Dach-Rahn Wu |
| 口試委員: | |
| 學位類別： |
碩士 Master |
| 系所名稱： |
管理學院 - 產業經濟研究所 Graduate Institute of Industrial Economics |
| 畢業學年度： | 93 |
| 語文別： | 中文 |
| 論文頁數： | 30 |
| 中文關鍵詞： | 說服性廣告 、媒體 、水平差異化 |
| 相關次數： | 點閱：3 下載：0 |
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廣告在許多產業中是廠商最重要的競爭工具之一，經濟學家一般將廣告分為訊息性及說服性兩種，而隨著網際網路的發達訊息性廣告在傳統媒體中的重要性已愈趨下降。本篇亦納入媒體作為討論重點，探討在媒體趨於多元的時代對市場的影響為何，故本篇以說服性廣告為討論主題，研究廠商以說服性廣告為競爭工具，並藉由媒體傳達廣告予消費者時，產品及媒體差異化對於均衡的影響。
由本文的研究得知，當產品差異化提高時，廠商可藉提高產品價格來增加利潤，且經由廣告價格的提高使媒體的利潤亦因而增加；當媒體差異程度提高，廠商會增加廣告量以避免本身消費群被對手吸引，因而增加了媒體的利潤。並且基於說服性廣告的特性使廠商有提高價格的空間，但廠商由漲價所帶來的收入因不及多付出的廣告成本，而使得廠商利潤下降。
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