關鍵的策略性溝通領域:廣告、公共關係、直效行銷與促銷The key strategic communication areas of advertising, public relations, direct response, and promotions.

in the 📖 Moriarty, S. E., Mitchell, N. D., & Wells, W. D. (2019). Advertising & IMC: Principles & Practice (11th ed.): Pearson Education.📖

廣告

“…advertising and marketing communication…”

in the 📖 Moriarty, S. E., Mitchell, N. D., & Wells, W. D. (2019). Advertising & IMC: Principles & Practice (11th ed.): Pearson Education.📖

定義

• Original Definition: 廣告是一種由特定贊助者支付費用，透過大眾媒體進行的非個人化溝通，主要以說服或影響目標受眾為目的。*Advertising is a paid nonpersonal communication from an identified sponsor, using mass media to persuade or influence an audience (*Richards, & Curran, 2002, p. 64).
• New Definition Based on Research: 廣告是一種付費且經過媒介傳播的溝通方式，來自可識別的發送者，其目的是說服接收者採取某種行動，無論是當下或未來。Advertisingis a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. （補充說明: 經過媒介傳播指的是透過印刷品、電子媒體或任何非直接面對面接觸的方式來傳遞訊息給受眾的溝通形式 "Mediated" communication is that which is conveyed to an audience through print, electronics, or any method other than direct person-to-person contact.) *(*Richards, & Curran, 2002, p. 74).
• 廣告是一種付費的說服性溝通方式，透過大眾媒體與互動媒體觸及廣泛的受眾，主要目的在將特定贊助商與買家（目標受眾）建立聯繫，提供關於產品（商品、服務與理念）的資訊，並根據顧客的需求與期望詮釋產品特點。Advertising is a paid form of persuasive communication that uses mass and interactive media to reach broad audiences so as to connect an identified sponsor with buyers (a target audience), provide information about products (goods, services, and ideas), and interpret the product features in terms of the customer’s needs and wants (Moriarty, Mitchell, & Wells, 2019, p. 35).

Reference:

• Moriarty, S. E., Mitchell, N. D., & Wells, W. D. (2019). Advertising & IMC: Principles & Practice (11th ed.): Pearson Education.
• Richards, J. I., & Curran, C. M. (2002). Oracles on “Advertising”: Searching for a Definition. Journal of Advertising, 31(2), 63-77. doi:10.1080/00913367.2002.10673667

Components of the Advertising Process Circle