- 學位論文
產品DM廣告編排研究—以MP3產品意象分析應用於平面廣告設計
A Study of Product DM Advertisement Layout—MP3 Image Recognition Applying to DM Design
摘要
以產品或服務的平面廣告作為行銷的手法，在商業行為中屢見不鮮也歷久不衰。平面廣告的傳播方式有其獨特之處，行銷人員可以依其想法，將欲傳達之訊息完整表達於版面之中。據調查顯示購買MP3之產品消費者對於產品DM(Direct Mail)廣告的閱覽率極高，顯示DM廣告對於引發MP3產品購買行為有其一定之影響。 在針對坊間MP3播放器產品DM廣告在進行調查之後，認為其DM之傳達內容與產品本身主題之訴求未有一致性的感受而使得廣告效果不彰。 本研究以消費者對產品的心理感覺延伸作為DM廣告之設計依歸，建構一套設計方式，以意象分析方式擷取產品風格與特色元素，並參考成功DM廣告案例，配合文獻設計出合適之編排方法，達到最佳的注目效果，進而達成行銷者傳達產品訊息的初衷。 研究結果顯示，以產品意象分析調查做為設計概念發想方式，可以掌握該產品之風格、特色，即使設計師對於作品之表達意境、手法各有不同，但仍能有效掌握產品的主要風格與多數人所期待之意象。
並列摘要
Using product and service’s printed advertisement (advertisement) can be found in various business conduct frequently. printed advertisement’s broadcast has its own unique way. According to research on consuming MP3 products, consumers has high rate of reading product’s DM (Direct Mail) advertisement reflecting that DM advertisement has substantial impact on the behavior of purchasing MP3 products. After focused research on MP3 players’ DM advertisement on the market, I believe DM’s broadcast content and product itself yet to have consistency thus affecting the effects of the advertisement. This research using consumer’s extension of feeling as basis to construct a way of design thus abstract analyzes products to point out product’s genre and elements, and sampling successful examples of DM advertisement, design in suitable layout to match up with records to achieve the best focus effects, accomplish sellers’ original idea. According to research, using product’s abstract analysis as design idea can help grasping products’ style and genre, even though designers have different ideas and approach but it still can effectively grasp the product’s main genre and popular imagery.