| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 98 === Thesis : The Different of Advertising Effectiveness between Mobile and Tradition Advertising –MMS V. S. DM Advertising
Nowadays, mobile phone become a indispensable communication tool in living, and under mobile operators active promotion, the growth of 3G Service is vigorously and to promote the usage of mobile data service and multimedia messaging service.
Since mobile advertising has features of personalization, localization, interaction and instant characteristic, it has been considered as one of the extremely potential new developing media. However, the appearance of mobile advertising has changed industry's competition rule. Enterprises adopting the mobile advertising and often encountering some questions at the same time. For example, 'What kind of target is relatively suitable for mobile advertising?', 'What is the different of advertising result between mobile and traditional advertising?', 'What is the best investment and disposition on the mobile and traditional advertising? '
This research is to carry on the discussion to the advertising effectiveness difference between the mobile and traditional advertising. The advertisement will sent out through MMS（Multimedia Messaging Service）and DM（Direct Mail）. And in this rsearch I take the advertisement cases of the single product 'Kobayashi Optical' as an example, make investigations in the way through the questionnaire, to probe into the difference between the two. At the same time, through the analysis result to find out the best and effective advertising strategy for enterprise to achieve best advertising effectiveness between mobile and traditional advertising, and help enterprise to develop better business model.
This research sent out 500 questionnaires through the Internet, 409 valid questionnaires were retrieved. The result of analysis found that as the following：（1）In overall, mobile advertising has better advertising effectiveness than traditional advertising in "Advertising Memory".（2）Aged 40-49 and Chunghwa Telecom users, in "Attitude Toward the Advertisement ", traditional advertising relatively have better advertising effectiveness than mobile advertising.（3）As for consumer's attitude to advertising media, no matter the attitude is good or bad, there are not significantly different between mobile advertising and traditional advertising in "Advertising Memory", "Attitude Toward the Advertisement", " Attitude Toward the Brand" , "Purchase Intention",etc.
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