The Study of Buyers'' Information Source and Trade Advertising Effect

• Main Authors: Chang, Jui-Wen, 張瑞文
• Other Authors: Kuang-Hsien, Lin
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/71201609849008214994

碩士 === 淡江大學 === 國際貿易學系碩士在職專班 === 91 === The Taiwan export-oriented manufacturers use trade shows as their primary marketing method. When businesses have limited resources the use of trade advertisements is a common, effective alternative. Understanding buyers’ approaches to information search can help manufacturers and trade media to adopt the most effective promotion methods. The study is mainly focused on three areas: (1) variations in buyers’information sources according to country of origin variation; (2) different advertising realities in accordance with different industry categorizations; (3) the positive role of trade media as a go-between. In the survey, we issued two questionnaires for buyers and manufacturers, respectively, to ascertain their different opinions. Based on literatures review and this practical survey, this research has reached the following conclusions: 1. Buyers’information sources do not vary across different countries of origin: Internet searches, trade shows and the use of trade media are the three major methods utilized for information searches in terms of priority. The type of information most sought out is new product information. Evaluation of the appropriateness of trade media is based on whether it is found to have sufficient supplier information. No matter whether information collection is undertaken through print media or the Internet, clear product information is the most important element. 2. Different industry categorization appears to have no relevance for manufacturers’ advertising decisions and for advertisement effectiveness. The purpose behind advertising for Taiwan makers is to maintain name recognition in the market. The trade media’s standing and reputation are manufacturers’ major concerns when advertising. Both print media and the Internet media are helpful in product promotion, manufacturers believe, but differences in layout or design will be a determining factor in relation to difference in the effectiveness of promotions. 3. Based on the buyers’and manufacturers’surveys, it appears that the trade media can be an effective method for provision of clues and communicating mutual differences. Strengthening of a trade media’s reputation on the Internet and provision of more suppliers’ information will ensure its place as a regular information source for buyers and create more inquiries for manufacturers.