閱聽人媒介評價在廣告媒介企畫過程中的考量與運用探析

Key Considerations and Applications of Audience's Evaluation of the Print Media in the Process of Media Planning

本文係探析媒體代理商在平面媒體廣告媒介企畫作業時的參考因素，以及讀者媒介使用評價對代理商在廣告排期參考的重要程度。藉由對51位媒體代理商人員的問卷調查進行研究，發現：首先，媒體代理商人員在平面媒體廣告作業主要以閱讀數據、媒介資源、評價參考和發行數據（依重要性排序）為最重要的參考；其次，媒體代理商認為雜誌讀者的媒介使用評價，比報紙更有參考價值；對於政經雜誌較重視其影響力，對時尚雜誌則重視工具性功能；第三，媒體代理商公司廣告金額承攬規模越大者，在廣告作業中越重視讀者的媒介使用評價。

This paper is to explore the key factors of print media planning and access the impact of the audience's perception and evaluation on the media planning. Based on the comments of total 51 media agency people including media planners, media buyers and media researchers, there are three main findings in this paper: 1. Readership, available resources (i.e. advertisement price, premium sales package ...), readers' perception and evaluation, and circulations are the top four references in the media planning process. 2. Most of media agency people agree that the comments and recognition of magazine readers are more referable than those of newspapers readers. For example, media agency people pay more attention to the influence of political and economic magazines, and focus on the practical and functional purposes of the fashion magazines. 3. Those who handle larger amount of advertising expenditures are more likely to take the readers' evaluation as a useful reference when they select the appropriate print for their advertisers