政策宣導效果指標之建構

A Tentative Measurement Model for the Indexes of Policy Marketing Evaluation

所謂傳播效果係從傳播者端的3M因素（Message、Media、Money）至影響閱聽人端的認知、態度、行為，其中所可能介入之因素，本研究透過文獻蒐集與參酌業界廣告與公關效果評量方式，建構「政策行銷效果指標」計四十二項，並經由專家集體決策之德菲法（Delphi method），徵詢十六位學界與業界對指標之意見。

The advertising effect is highly influenced by message, media, and money from senders as well as the awareness, attitude and behaviors of receivers. This study constructs 42 indexes for improving policy promotion effects by reviewing documentary sources and the evaluations from industry first, and adopts Delphi method to assess the indexes. The 16 participants are scholars and industry representatives.