當今台灣少子化現象且大專院校經營困難的教育環境變遷下，各校急切重視學校形象建構與招生行銷策略的思考運用，本研究目的即在了解何種招生廣告訊息能達到與目標學生族群最佳的分眾行銷溝通效果。本研究從六所北部私立科技大學招生廣告訊息溝通策略最佳效果來進行相關調查與分析，並透過廣告全觀效果六大面向模式分別檢驗各項訊息效果，定義科技大學招生廣告訊息分為知名度取向、生活取向、經濟取向及未來取向四大類別。問卷受測者為健行科大103學年度入學的大一新生，分眾族群區分含學院別、居住地別、男女性別；有效回收問卷達1054份。研究結果發現：一般學生在考量未來大學選擇時，會以「生活機能」及「學校知名度」作為優先考量，但在廣告訊息刺激催化下，「未來取向廣告訊息」則在全體受測及各項分眾溝通上皆具最高有效性；若以分眾族群別來分析比較訊息溝通策略上的個別全觀效果，不同分眾族群對各項訊息溝通效果亦具看法差異。

Taiwan's declining birthrate phenomenon and the tertiary education environment change, universities eager attention to the recruitment marketing strategy, the purpose of this study is to understand what recruitment advertising message can reach target groups with the best segment marketing communication effectiveness. Through the study, we analyzed the different recruiting advertisements of private universities of science and technology in northern Taiwan, and found out the key communication messages into "school reputation orientation", "life orientation", "economic orientation" and "future orientation" of the four categories. Subjects were CHUST freshmen of 2014 academic year, including Institute, living place, and gender segment groups, finally valid questionnaires of 1054 copies. This study showed that: after delivered advertising message catalyzed stimulation, "future oriented advertising messages" got the highest communication effectiveness at all tested and the segment groups. The analysis also showed that different ethnic groups had significant differences views on the message communication effects by the six facets model of effects evaluation.