题名

A Study on the Risk Management of Advertising Effects of FM Broadcast Stations

DOI

10.6459/JCM.201109_8(2).0006

作者

Y. P. Wang

关键词

advertising effect ； risk management ； FM broadcast station

期刊名称

危機管理學刊

卷期/出版年月

8卷2期（2011 / 09 / 01）

页次

55 - 66

内容语文

英文
英文摘要

This study aims to match the most suitable time slots and FM (Frequency Modulation) broadcast station programs with various commercials in Kaohsiung metropolitan area. Due to the immature evaluation methods of the commercials on mass media, most radio advertisers choose advertising agents to broadcast advertisements by their preference for programs and time slots, which is unprofessional and ineffective. This study employed factor analysis to identify 9 dimensions, which is the product type; and conducted correlation analysis with the time slots and program type to match the time slots and and programs with the commercials. Hopefully, the results of the study may help advertisers make a better and more economizing decision on risk management.
主题分类 社會科學 > 管理學
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被引用次数
  1. 林欣怡(2017)。以IDT與TTF整合模式探討行動雲端照護系統之使用意圖。臺中科技大學資訊管理系碩士班學位論文。2017。1-88。
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