網路廣告之不同商品策略與訊息結構之應用與關聯研究
An Applied and Relevant Research between the Different Commercial Strategies and Message Structure of Advertising on the Internet
The development of advertising on the Internet are paid close attention by advertising men, the characteristic of hyper-media, however, has great influences on the traditional strategies of advertising. With the characteristic of technology, the advertising on the Internet is designed to have a interactive message structure and applied with multi-media to appeal to the consumers. Obviously it includes the designation of homepage structure, multi-media and pictures, and it connects the marketing strategies of various files and the activities on the Internet. To compare with the content of the traditional advertising which is designed by the evaluation of appeal strategies and involvement, is it the same with the advertising on the Internet? The research aims at the relevance between the commercial strategies and the message strategies, probing into the difference of advertising applications between the traditional media and hyper-media, contemplating the way it develops.