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阿根廷費南德茲政府外交政策之分析(2007-2015年)

為了解決bloomberg月費的問題，作者陳彥丞 這樣論述：

每個國家外交政策的基本目標，都是在確保是否能在國際社會當中增進或維護其自身的國家利益，尤其是在戰爭明定非法化後，如何運用外交政策達成國家利益對各國來說已成為一大課題。2007年7月費南德茲高票贏得阿根廷總統大選，並於同年12月10日就任阿根廷總統一職，2011年10月23日繼續連任，之後受限於阿根廷憲法每任總統僅得連選連任一次的規定，2015年12月10日她屆滿卸任。回顧2001年的阿根廷金融危機，當時阿根廷不僅在內政、經濟、社會上動盪不安，在國際上其國際社會地位也受到一定的影響。2003年基什內爾上任後，在內政上成功地帶領國家走出衰退的陰霾，在外交上捨棄了梅南政府的親美外交，改用多邊主義外

交政策，讓阿國外交有了新氣象。　　有別梅南政府時期的親美外交以及委內瑞拉查維茲政府時期的反美外交，費氏任內採用的多邊主義外交政策具有彈性、務實的性質，對於增進阿根廷的國家利益不失為一帖良藥。爰此，本論文透過費氏所強調的多邊主義理論框架下，釐清費氏政府制定多邊主義外交政策之背景、政策、其他相關作為，最後在筆者的觀點下以分析結果評估阿國國家利益的利弊得失。

The Advertising Effectiveness of Using Brand Placement in Messaging Stickers

為了解決bloomberg月費的問題，作者陳彥文 這樣論述：

Recently, the growing trend of using emoticons and messaging stickers particularly inAsia that was started by the Japanese-based app, Line is a lucrative business. In 2013,the stickers generated about US$17.4 million in revenue in the first three months.Particularly for the Line App, free corporate

-sponsored stickers are available as anincentive to befriend brand accounts, which enables brands to send direct marketingmessages. This new form of marketing is interesting as the use of these stickers “don’tcompromise the user experience” (Russell, 2013). This research looks at the variablesbrand

familiarity, brand prominence of the stickers and the attitude towards thesebranded messaging stickers, and its impact on advertising effectiveness, whereeffectiveness is measured by looking at brand recognition, brand attitude andconation; as well as whether the use of stickers as an incentive to b

efriend brandaccounts is effective. Age, as a moderator, has been taken into consideration.Using a quantitative research method by sending out online surveys and using theSPSS software to carry out t-test and regression analysis, results showed that brandprominence, brand familiarity and attitude to

wards branded messaging stickers havesignificant impact on advertising effectiveness. With respect to brand prominence,cognitive outcomes and advertising effectiveness increase amongst an older age groupwhen brand prominence is stronger, however, in a younger age group, advertisingeffectiveness decr

eases. With respect to attitude towards branded messaging stickers,a younger age group has higher conative outcomes and increases for both age groupswhen attitudes are more positive. Using stickers as an incentive to befriend brandaccounts is a successful strategy and is more successful amongst an o

lder age groupas they have a higher chance of reading the marketing messages sent by the company.Therefore, it is suggested that mature and more well established brands should carryout this marketing strategy, and depending on the age group the brand wishes totarget, close attention should be paid t

o brand prominence – the long-term brandelements incorporated in the stickers.