本研究從實務界選擇廣告創意人的準則出發，探討大學教育在因應廣告創意的實務需求時，所提出並加強的課程設計方向。務使大學廣告創意教育所培育的廣告創意人才，符合實務界的用人期待。 廣告是一門實用科學，如何讓教育與實務緊密結合，是廣告教育的最大挑戰。因此課程設計益發重要。在文獻探討中，實務界認為大學廣告課程有太過學術化、脫離現實競爭等議題。實務界希望他們的創意人員，在學校能就概念、技術、溝通三種技巧學習，還要理解廣告公司環境裡的競爭性、官僚行為、內部政治跟商業行為等等；期待創意課程同時涉足判斷力養成、有策略紀律、熟悉國際廣告、團隊精神、提案技巧、對公司政治具備敏感度等等。 在個案研究及深度訪談後，進行對廣告創意課程的設計。個案研究以廣告系修習廣告文案進階課程的學生進行教學實驗。深度訪談則集中在國內各大廣告公司資深創意人對國內廣告創意教育的認識與建議上。 研究發現符合實務界理想的廣告創意課程有下列方向：現實感、發想概念的能力、判斷力的養成、教導想法、職業認知、提案技巧、作品集、加強實務師資、從國際廣告吸取經驗、團隊精神。並據此由實務界觀點出發，結合作者經驗建構出八節符合實務需求的廣告創意課程：1.如何從創意哲學中培養看廣告概念的眼光。2.創意簡報。3.消費者心聲。4.廣告概念。5.創意概念。6.創意執行手法。7.創意素材。8.評估廣告。 / This study started with how advertising agency chose their employees, and how the university advertising creative curricular played their role on educating students to meet the expectation, and how to design or reinforce the current creative curricular. The objective was to educate the students in a way that met the practitioners’ perspective. Advertising was a pragmatic science. How to tie education with practitioners’ expectation tightly was a real challenge. In literature studies, the practitioner considered that the university creative curriculum constrained with over-academic, and lack of the knowledge of competition in real world. The practitioners were looking for creative personnel who studied the skills of concept, technique and communication, as well as the competition, bureaucracy, politics and business reality in the advertising agency. The creative curriculum was expected to teach following disciplines: self-editing, adherence to strategy, exposing to awards annuals, partnership, presentation, agency politics…etc. After conducting a case study and several in-depth interviews, a design for creative curriculum was ready to form. The case study was experimented with students who took advertising copywriting program in university. And the in-depth interviews were from agency’s senior creative personnel who talked about their point-of-views on their knowledge and suggestion for university creative curricular. Research suggested that the creative curriculum to meet the practitioners’ perspective must include the following principles: learning the reality, capable of generating concepts, teaching cerebration, understanding the nature of business, presentation skill, portfolio, uses of practitioners’ experiences, learning from global advertisements, and team work. And based on those practitioners’ perspectives, along with the writer’s personal experience, an eight-lesson program for university advertising creative curriculum was designed: 1. To See an Ad. 2. Creative Brief. 3. Cunsumer Insight. 4. Advertising Concept. 5. Finding the Creative Concept. 6. Some Tools to Create an Ad. 7. Creative Executions. 8. How to Evaluate Creative.

網路廣告是目前世界上成長最快的廣告類別，每年營收以30％的速度在成長，是最具有發展潛力的廣告市場。但是對於廣告主而言，如何評估網路廣告的效益及其收費模式發展，與未來廣告市場的發展息息相關。因此，本研究希望藉由網路廣告的型態及計價方式探討，試圖找出發展的趨勢，提供給業者以及學術研究作為參考。透過本研究，讀者可以大致瞭解目前網路廣告的發展狀況，進而對網路廣告的發展趨勢也有所瞭解.。 目前網際網路的型態大致有：關鍵字搜尋、展現式、分類目錄、導引轉介、電子郵件、置入性行銷等六大類型。而網際網路的廣告收費模式，一直在不斷發展中，從傳統的記錄曝光次數來收費，逐漸轉入網路上專有的依點閱計費費的方式。本研究透過此一趨勢，經過了資料整理分析研究後，本研究得出結論，網路廣告的營收模式方向，朝著「使用者提供之資訊含量度增加」以及「廣告計價方式之自由度增加」兩個面向來發展。 所謂的「使用者提供之資訊含量度增加」，代表著因為網路互動的特性，透過資訊科技來收集使用者在觀看內容時所提供的資訊，藉由分析這些使用者提供的資訊，就可以針對使用者資訊及廣告內容之間的關連性，對廣告做更有效率的投放。如此一來，廣告效果大幅度增加，相對而言廣告的價值也隨之提升。 而「廣告計價方式之自由度增加」，由原本的賣方市場，逐漸轉為由買方競價之市場。也就是說透過自由市場的機制，真實呈現廣告的價值。使用者更可以藉由資訊科技的幫助，隨時觀察網路廣告的狀態。在價格透明、資訊公開的結果下，間接的促進了網路廣告市場的成長，也確立了未來廣告定價的發展方向。 本研究同時也提供了「網路廣告代理制度的建立」，以及「無線廣告之經營模式」，等兩項的發展建議，提供給網路廣告業者及電信業者參考，此部分亦深具研究價值，期待未來能有更多的研究報告出現。 / Online advertisement is the fastest growing kind of advertisements, and already attracting notice from all over the world. Its revenues increased about 30% per year，thus is the most potential advertising market. Evaluating the effective and price model of online ad are to be closely bound up with it future development. This thesis focuses on the type and price model of the online ad, and tries to find out the trend of development. This is for business and learning reference. Through this research, the reader will get to know the situation of online ad development, further more to understand the trend. The types of online ad are classified into six types: keywords, display ad, classified, lead generation/referral, and email ad. However, the pricing model is still in progress. From the traditional exposure and impression model transform to by click and action model. Our research discovered this phenomenon. Through comprehensive data collection and analysis we conclude that the online ad is heading to two directions, “the increase of user information provided” and “the flexibility of ad price”. “The increase of user information provided” means we can collect more and more information from user’s action through browser. With the information technology we can have a lot of analytic works to know what user want, and properly deliver the ad that highly relates to what users want. .It will make the online ad more effective result of increasing the value of ad. “The flexibility of ad price” means the internet market turning from sellers to buyers. The efficiency reporting system provide advertiser instant statistics, which makes the value of online ad effectiveness transparent to customers. Indirectly lift the growth of the online ad market and also affirm the pricing direction of online ad. Our research also provided some suggestions for ad agents and mobile ad development for online ad or telecom business operators, and we hope it will be more valuable for these types of business.

遠在1979之年前，中國大陸並沒有廣告市場，電視和電台並不播出商業廣告，直到三中全會共產黨（1978年12月）通過了社會主義現代化的指導原則，鼓勵發展各行業，其中包括之後迅速增長的廣告業。 在發展超過30年後，中國廣告市場預計將在幾年內成為世界第二大。廣告業擁有640,000名員工，年營業額超過 10億元人民幣。此外中國2015年廣告收入預計將較之2006年達到3倍成長。 即使廣告市場持續蓬勃增長，但不確定因素仍然存在。其中包括當地員工的效率與生產力估計均低於外國企業僱員工作效率。 因而，中國之廣告市場仍被預測朝向蓬勃發展，世界仍然非常重視此一市場。因此，本研究旨在研究和比較源來自學術，廣告企業和中國的正式文件之不同的數據，以研究中國大陸廣告市場如何備繼續與國際社會同步發展。 / In the three decades prior to 1979, there was no advertising industry in China; TV and radio did not broadcast advertisements until the Third Plenary Session of the CCP (Dec. 1978) set up the guidance of the Socialism Modernization, which encouraged all industries, including the restoration and rapid growth of advertising. Having been developed for more than 30 years, China’s advertising market was forecasted to become the world’s second largest market within a few years. The business had 640,000 employees, and an annual turnover of more than 10 billion RMB. Moreover, the revenue from media advertising of the twelve Asia-Pacific region countries rose to US$ 83.5 billion in 2006, and China shared more than half of the region’s total amount. China’s advertising revenue was estimated to reach RMB267.5 billion in 2010, RMB519.6 billion in 2015, i.e. three times more than in 2006. Even though the expenditure of Chinese Market is prosperously increasing, there uncertainties still exist behind the prosperity and the development of the advertising market. These include the inefficiency of local Chinese advertising enterprises, on average 25 times less than foreign enterprises, and the low-productivity of local companies’ employees, which is estimated at 6 times less than that of the employees of foreign enterprises. However, the forecast for China’s advertising market remains one of prosperous development, and the world still attaches great importance to it. Therefore, this study seeks to research and compare different data from academic sources, advertising enterprises, and Chinese official documents in order to examine how modern Chinese advertising and modern media are ready to keep pace with the international society.

隨著智慧型手機的問世，行動裝置改變現代人的生活方式已是不爭的事實，而最大的改變為以往手機僅是拿來對話及傳送簡訊等基本的使用，隨著網路的發達，手機的使用方式已從「講」轉變為「看」。消費者使用手機的頻繁也同時使得對於手機上的數位廣告的注意度降低，因此當消費者對廣告主投遞的廣告注意度降低時，廣告主在數位行銷目的不同時，則需要不同的數位廣告指標去確認廣告效果。因此本研究採用以專家問卷法，其主要依據修正式德菲法，鎖定的對象為「網路媒體企劃人員」及「網路廣告媒體專業人士」專家，需任職於數位行銷相關產業滿五年以上之資歷納入蒐集，共計十五人。並以優良指標建構原則為基礎，透過專家的觀點找出各手機廣告適用的衡量指標，實施二次循環式調查。經指標實證後，建議兩大面向及五項原則可供業界參考： 一、不同的行銷目的下，曝光數及點擊不再是主要指標 1.策略構面：以提升品牌知名度為行銷目的，則需以曝光數、點擊、點擊率及每千次曝光成本等為主要指標。 2.關係構面：點擊、點擊率及曝光在各個版位中都佔共識指標前三大排名 3.效益性構面：以轉換率、每次名單成本及點選/點擊為主 二、廣告主應長期投資關鍵字廣告 1.提升品牌知名度及增加品牌與消費者之間的熟悉度：建議以「廣泛修飾比對」、「片語比對」及「完全比對」操作策略，若消費者看到廣告訊息則會上網搜尋，能增加對於品牌或產品的知名度及熟悉度，進而刺激及提升銷售業績。 2.以刺激銷售並提升業績為主時，建議可開啟廣泛比對的購買機制，增加曝光度，避免預算浪費，可做篩選字根操作避免不相關的字根大量出現，導致消費者誤觸點擊而需耗費成本。 / Smartphone has been changing our life is an indisputable fact. The biggest change is that mobile phone is used from talking to browsing. The more consumer use smartphone, the more consumer decrease their attention in digital banners or advertisements. Hence, advertisers should base on different digital campaign’s objective to deliver different banners or creative ads. Since digital is getting more and more important, and the overall market research can’t catch up with the mobile marketing’s growth, this research will base on Modified Delphi Method to survey the mobile advertisement effectiveness in different campaign objectives. The sampling of experts will secure specialists who have related digital experience and must work over 5 years in this advertisement industry. After second round’s survey, this research come out 2 scopes and 5 principles. 1.Impressions and clicks are not key KPI for different campaign objectives *To maximize brand awareness: not only impressions and clicks, but also click rate and CPM should take as main KPIs (key performance implementation). *To have a strong relationship with consumer: click, click rate and impressions are the top 3 KPIs should be covered to review in campaign’s post-evaluation. *To drive the sales: conversion rate, CPM and clicks become the most important elements to review campaign objective. 2.Advertisers should have a long-term strategy in paid key word search *To maximize brand awareness and have a strong relationship with consumer: recommend to have always-on strategy which means open widespread comparison, phase comparison, and completed comparison all the time to find the potential consumers and drive the sales. *To drive the sales: recommend to select widespread comparison and filter non-related words to avoid wasting media budget and campaign cost.