廣告音樂影響商業行銷效益之研究

蕭伃均

指導教授 ： 姚世澤教授

國立臺灣師範大學/藝術學院/音樂學系/碩士(2003年)

摘要

摘 要
本研究旨在探討廣告音樂的行銷效益。針對研究問題，蒐集相關文獻資料，探討廣告音樂的傳播途徑及行銷功能，並分析廣告策略的意義及音樂創意表現。其次經由「廣告音樂行銷效益」問卷調查，瞭解廣告音樂的行銷功能促銷效益；最後針對廣告音樂行銷人員及廣告製作人行訪談調查，藉以瞭解廣告音樂行銷的策略研擬及音樂製作的實務現況，並歸納研究發現，提出結論與建議，做為廣告音樂製作及策略研擬的參考。
本研究目的如下：
一、 瞭解廣告與行銷意義及相關性。
二、 瞭解音樂影響廣告傳播的原理及對消費者產生的效果影響。
三、 從廣告音樂的發展探究廣告音樂訴求、模式及表現的轉變
四、 探討廣告音樂創意表現對行銷效益的的影響因素。
五、 根據研究結果提出一套有關於行銷的廣告音樂製作策略，做為音樂製作
及策略擬定之參考。
本研究經由相關文獻探討、問卷調查、訪談調查等資料分析，研究結果獲致以下結論：
一、 電視廣告必須掌握行銷主題，重視消費者的收視習性，善用電視影音
整合的媒體特性，以提高廣告效益。
二、 重視廣告音樂內涵與主題訴求的整體感，加強塑造優質商品信譽，以獲
得相得益彰的行銷效果
三、 重視消費者差異，廣告企畫與音樂創作並符合消費者的心理，迎合消費
者音樂偏好，以達到廣告策略目標。
四、 應用科技輔助，藉由廣告音樂塑造商品形象，增加廣告感性訴求，並重
創意與品質，以提高商品的附加價值。
五、 廣告音樂應重視行銷主軸與音樂創作的整體性，廣納專業人才，以提升
廣告文化水準。

關鍵字

廣告音樂 ； 行銷

並列摘要

Our research is to discuss the market benefit of advertisement in the music industry, and is to take a deeper look at the meaning of advertisement strategies and its marketing functions by focusing on the target issues and collecting relevant information. Then by implementing a survey called “The market benefit of advertisement in music industry,” we will be able to understand its functions in promoting the music. Finally, we will be having interviews with the marketing staffs and producers in music advertisement business and explore the mapping of the strategies and the actual process of producing the music. With this inductive reasoning in our research, we will then provide our conclusion and suggestions as a strategic reference for the advertisement in the music industry.
The followings are the objectives：
1. To realize the meaning and the relation in advertisement and marketing.
2. To understand the influences of music in advertisement and consumers.
3. To explore the demands, forms and changes in presentation in the ads in music industry.
4. To analyze the key factors of music creativity to the marketing benefits.
5. To come up with a strategy for the advertisement in music industry, according to our research result, as a reference in music producing and tactics plotting.
Our research has come up with the following conclusions through a serious discussion with many supported documents, and by conducting a very effective survey and interviews：
1. Television advertisements have to focus on the marketing issue and measure heavily on the watching behaviors of the audience. And also, they must well utilize the properties of multimedia in order to raise the marginal benefits of the advertisement.
2. Music ads must understand the consistency and integrity of the main focus, and build up the reputation of high quality in their goods, in order to achieve a mutual benefit.
3. Music ads must understand the varieties in the consumer groups, ads planning, and music creations to meet the needs of the audience in order to reach the strategic objectives.
4. Music ads must seek for the assistant of latest technology to construct the product image through music advertisement and to emphasize on the personal needs, creativity and quality so that the added values of the product can be accumulated.
5. Music ads have to understand the importance of the mainstream of the market, the integrity of the music creation, and the recruit of professions, in order to level up the benchmark of culture in advertisement.