論文題目：「行動與傳統廣告之效果差異研究─以MMS與DM廣告為主」
今日手機已是民眾生活中不可或缺的重要溝通工具，加上近年來在行動業者積極的大力推廣下更促進了3G（The Third Generation）第三代行動通訊服務蓬勃發展，同時也帶動了行動數據服務與多媒體訊息服務的普及應用。
其中行動廣告應用因具備了個人化、適地化、互動性與即時性的特性，更已是被視為極具發展潛力的新興媒體之一。但也由於行動廣告的出現，改變了產業競爭規則，企業在採用行動廣告同時往往也遭遇了一些問題，例如：「什麼樣的對象較適合使用行動廣告?」、「行動廣告與傳統廣告之廣告效果差異為何?」、「企業如何有效進行行動廣告與傳統廣告配置?」等等。而另一方面手機的普及也改變了消費者行為模式，例如：「消費者對行動廣告媒體態度為何?與傳統廣告有何差異?」、「消費者不同媒體廣告態度會影響媒體的廣告效果嗎?」、「消費者屬性對行動廣告與傳統廣告的廣告效果會有差異影響嗎?」等。
本研究乃針對行動廣告與傳統廣告之廣告效果差異進行探討，並以多媒體訊息（MMS，Multimedia Messaging Service）廣告與直接郵件（DM，Direct Mail）廣告為研究項目，並以單一產品小林眼鏡的廣告案為例，以問卷調查研究方式，來探討兩者之間差異，透過研究分析結果協助找出最佳有效廣告策略達到最好的廣告效果以及提供企業有效運用行動廣告與傳統廣告的方法，發展出更佳商業模式。
本研究透過網路調查發出500份問卷，共回收409份有效問卷，其中行動廣告問卷208份，傳統廣告問卷201份。研究分析結果顯示：（1）整體而言，在「廣告記憶」方面，行動廣告比傳統廣告有較佳的廣告效果。（2）就40~49歲年齡及中華電信用戶而言，在「廣告態度」方面，則是傳統廣告較行動廣告有較佳的廣告效果。（3）就消費者對廣告媒體態度而言，不論態度好或不好，在「廣告記憶」、「廣告態度」、「品牌態度」及「購買意願」等方面，行動廣告與傳統廣告的廣告效果沒有顯著差異。

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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