直效行銷的視覺設計研究與運用(以家樂福為例)

Research and application for Visual design of collaterals of Direct Marketing

胡發祥(Fa-Hsiang Hu)

指導教授 ： 梁桂嘉

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2007年)

摘要

設計與行銷是商業活動中相輔相成的行為。尤其在直效行銷廣告中，設計更扮演著最重要的地位。只因為：直效廣告的設計，不僅是一種視覺畫面去蕪存菁的組合編排，更是一種行銷手法的巧妙安排，它不只是設計、更是創意。

廣告大師奧格威曾說：廣告的目的，就是為了銷售。過去很多企業都為了達成銷售而製作很多商品廣告，但殊不知我們所接觸到的溝通媒體，正逐漸趨向互動性直效行銷類型廣告。尤其現在市場競爭激烈、一切以業績為追求目標的企業，用直效行銷的手法吸引目標消費者、為增加銷售業績更是到了無所不用其極的地步。

因為直效行銷的廣告越來越受企業的重視，作為廣告行銷創作者怎能忽視這一個重要的領域？究竟直效廣告與一般廣告有何差異？如果不是高單價的精品，而是日常生活裡的消費用品，直效行銷廣告的視覺設計要如何運用在大型量販店的通路中？或者，直效行銷的設計在未來的廣告業界實務創作中可以帶來什麼新風貌及影響？而這些啟發或影響又能為商業社會帶來什麼的貢獻？

正是本研究創作的企圖與目的。

關鍵字

直效行銷 ； 視覺設計 ； 量販美學 ； 平價美感 ； 家樂福 ； 量販店

並列摘要

Design and marketing complement with each other in commercial activities. Particularly in direct marketing advertising, design plays a more critical role. As design in direct advertising, it is not only a combination of visual extract, but also a skillful marketing method. Design is itself and rather creativity.

Master of advertising, David Ogilvy said,“we sell or else.”Previously, several enterprises make commercial advertisements for selling products. However, the communication media we expose to has been shifting to interactive direct marketing advertising. Especially for the current enterprises that aim on pursuing better sales in highly competitive markets, direct marketing is completely abused to attract target consumers and increase sales.

Since direct marketing advertising has been emphasized by more and more enterprises, how could a creator of advertising marketing ignore the important field? What is the difference between direct marketing advertising and general advertising? How do we apply visual design of direct marketing advertising on commodities in hypermarkets instead on luxury goods? Or, what kind of style and effect could design of direct marketing advertising bring to practical creation of advertising? And what will these edifications or effects contribute to the commercial society? It is the objectives and intentions of this research.

並列關鍵字

Direct marketing ； visual design ； esthetics of hypermarket ； parity’s sense of beauty ； Carrefour ； hypermarkets

參考文獻

中華民國著作權人協會

李盈錫 （2003)。量販店經營形態與行銷組合之研究。未出版之碩士論文，國立中原大學企管研究所，中壢。

Armstrong, G. & Kolter, P.(2000). Marketing： An Introduction. 5th ed., Prentice

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