廣告是企業與消費者溝通的語言，近年來，網路廣告帶給企業的效益不斷提升，隨著網路廣告市場不斷的成長，Google網路廣告的程序化購買提供廣告主一個全新的廣告行銷模式，透過Doubleclick Ad Exchange網路廣告交易平台，有各種廣告條件可以讓行銷人員去設定，並且使用Cookie的識別技術來分辨出消費者的個人背景與習慣。因此本研究將針對各種廣告條件變數對廣告效果之影響程度作探討，再根據研究結果、廣告目的，找出網路廣告最佳的行銷策略。
本研究將使用Ephron、Harvey、Maroney、Moran、Spaeth、Brandon(2003)等學者提出的衡量媒體模型，以及陳亭羽、田季芳(2008)針對該模型所提出的廣告效果衡量指標，來作為本研究的架構基礎。接著，資料蒐集使用Doubleclick Manager的實際廣告數據來支持本研究的實驗。
在研究設計上，使用三大廣告影響因素，分別為媒體使用習慣、網路廣告呈現方式及網路廣告環境三種類別變數，來驗證三種變數對廣告效果是否有影響；而廣告效果衡量構面則分為兩大變數，分別為廣告回應效果及銷售回應效果。經過單因子變異數分析後顯示，本研究之影響變數皆會影響廣告效果，經由分析的結果整理後，本研究將歸納出各種類別的網路廣告，針對廣告回應和銷售回應的效果衡量，提供廣告主進行廣告行銷策略的決定。

Companies usually communicate consumers with advertisement. In recent year, internet advertising benefits enterprises more and more, and the internet advertising market keep growing, the Google advertising provide advertisers a new method to internet advertising marketing, the programmatic buy combines with Doubleclick Ad Exchange. The exchange system allows advertisers to set on their advertisement and help advertising to find the target audience with the cookie technique. So, the mission of this research is to find how the variables affect the ad performance.
This research model is based on the media model proposed by Ephron、Harvey、Maroney、Moran、Spaeth、Brandon(2003), and the measurement indicator of ad performance proposed by Chen & Tian(2008). And collect the real internet advertisement data from Doubleclick Manager for supporting the research experiment.
About the design of research experiment, using three variables, each of them is the using media, advertisement presenting and advertisement environment. To prove these three variables have the effect on ad porformence, advertising response and sales response. After the one-way ANOVA analysis, the research result shows that the effect of each variables is significant. The advertiser can have the right strategy for their advertising marketing based on the research results.

中文文獻
唐廉智. (2006). 網路廣告型態及計價方式之探討. 政治大學經營管理碩士學程 (EMBA) 學位論文, 1-82.
王瑞之. (1997). 線上購物發展現況及未來遠. 資策會市場情報中心, 民國 86 年.
蔣受傑. (2011). 網路影音廣告閱聽者的動機, 態度, 行為與廣告效果之研究(Doctoral dissertation, 撰者).
黃俊傑. (2008). 網路廣告產業分析與領導廠商之競合策略. 臺灣大學國際企業學研究所學位論文, 1-77.
戴軒廷, 馬恆, & 張紹勳. (2004). 衡量網路廣告態度之指標建構. 台灣管理學刊, 4(1), 59-83.
陳依齡 (2011) 以橫幅廣告探討網路使用者對網路廣告效果之研究. 2011. 南華大學企業管理系管理科學碩博士班學位論文
王孟紹(2001) 無線應用簡短訊息服務之廣告效果研究. 2001. PhD Thesis.
紀益榔, & 張恬君. (1998). 橫幅標題式網路廣告表現方式對品牌印象影響之研究(Doctoral dissertation).
陳亭羽, & 田季芳. (2008). 網路廣告效果衡量指標之探討. 管理與系統, 15(2), 177-208.
張嘉玲. (2010). 研究網站經營者如何配置網站廣告空間資源與管理廣告營收(Doctoral dissertation).
胡家瑋. (2007). 消費者承諾影響轉換意向之因果關係模式分析-以手機品牌為例. 玄奘大學, 碩士論文.
江義平, & 俞帛宏. (2011). 橫幅廣告點擊效果之影響因素探究. Electronic Commerce Studies, 9(4), 433-458.
 
英文文獻
Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research, 12(4), 365-381.
Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. The Journal of Marketing, 69-81.
Bogart, L. (1990). Strategy in advertising: Matching media and message to markets and motivations. Lincolnwood, IL: NTC Business Books.
Burke, R. R. (2009). Behavioral effects of digital signage. Journal of Advertising Research, 49(2), 180-185.
Chien, S., & Immorlica, N. (2005, May). Semantic similarity between search engine queries using temporal correlation. In Proceedings of the 14th international conference on World Wide Web (pp. 2-11). ACM.
Ehrenberg, D. B. (1974). The intimate edge in therapeutic relatedness. Contemporary Psychoanalysis, 10(4), 423-437.
Ephron, E., Harvey, B., Maroney, D., Moran, B., Spaeth, J., & Brandon, P. (2002). Making Better Media Decisions.
Greenwald, A. G., & Leavitt, C. (1984). Audience involvement in advertising: Four levels. Journal of Consumer research, 11(1), 581-592.
Hawkins, J. A. (1994). A performance theory of order and constituency (Vol. 73). Cambridge University Press.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 50-68.
Kotler, P., & Keller, K. L. (2009). Dirección de marketing. Pearson educación.
Kotler, P., Cámara, D., & Esteban, I. G. (1995). Dirección de marketing (Vol. 8). Prentice Hall.
Kurzbard, G., & Soldow, G. F. (1987). Towards a parametric definition of Marketing. European Journal of Marketing, 21(1), 37-47.

McQuarrie, E. F., & Munson, J. M. (1992). A revised product involvement inventory: Improved usability and validity. ACR North American Advances.
Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of advertising research, 40(3), 67-72.
Norris, C. E., & Colman, A. M. (1992). Context effects on recall and recognition of magazine advertisements. Journal of Advertising, 21(3), 37-46.
Ray, M. L., & Batra, R. (1983). Emotion and persuasion in advertising: What we do and don't know about affect. ACR North American Advances.
Robert, L., & Steiner Gary, A. (1961). A model for predictive measurements of advertising effectivness. Journal of Marketing, 25(6).
Schultz, D. E., Martin, D. G., & Brown, W. P. (1984). Strategic advertising campaigns. Crain books.
Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of Internet users’ attitudes toward Internet advertising. Journal of interactive marketing, 13(3), 34-54.
Seppälä, P., & Alamäki, H. (2003). Mobile learning in teacher training. Journal of computer assisted learning, 19(3), 330-335.
Sherif, M., & Cantril, H. (1947). The psychology of ego-involvements: Social attitudes and identifications.
Smith, R. E., & Swinyard, W. R. (1982). Information response models: An integrated approach. The Journal of Marketing, 81-93.
Strong, E. K. (1925). The psychology of selling and advertising. McGraw-Hill book Company, Incorporated.
Slama, M. E., & Tashchian, A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. The Journal of Marketing, 72-82.
Thomsen, M. D. (1996). Advertising on the Internet. Unpublished master's thesis. University of Westminister, United Kingdom.[Online]. Available: http://www. samkurser. dk/advertising/thom. sen. htm [1997, November 18].
Vakratsas, D., & Ambler, T. (1999). How advertising works: what do we really know?. The Journal of Marketing, 26-43.

Whitley, D., Starkweather, T., & Bogart, C. (1990). Genetic algorithms and neural networks: Optimizing connections and connectivity. Parallel computing, 14(3), 347-361.
Yoon, S. J., & Kim, J. H. (2001). Is the Internet more effective than traditional media? Factors affecting the choice of media. Journal of advertising research, 41(6), 53-60.
Zeff, R. L., & Aronson, B. (1999). Advertising on the Internet. John Wiley & Sons, Inc..