廣告 System의 Communication 戰略 = A Study of the Effective Communication Strategy in The Advertising Systems Approach

다국어 초록 (Multilingual Abstract)

Advertising is often referred to as matter of communication, and its primary job is to deliver a sales message that ultimately leads to action. Although the ultimate purpose of most advertising is to make a sale, its immediate purpose is a more limited one that can best be defined in terms of communication. More specifically, the purpose is to communicate a message to a particuiar audience.
Advertising depends greatly on the communication system, and is influenced by many variables that are difficult to quantify and that interact in unforeseen ways. Because advertising is so complex, an advertiser can profitably use the basic principles, if not the mathematical trappings, of the most modern of all scientific methods known by such terms as "systems engineering," "the total systems concept," and "the systems approach"
The reason for applying the systems approach to the communication strategies of advertising is that the basic principles of the systems approach can help the system designer of advertising to set better long-term goals, make better plans for achieving them and work more effectively with potential customers.
Essentially, a "system" consists of various inputs that go into any kind of process or operation and results in a measurable output. The measurement is used to adjust the inputs of the process in order to produce the desired results. To describe this procedure of measurement and adjustment, systems engineers have borrowed the term feedback from electronics.
The greatest contribution of the ststems approach to the communications strategies is the compulsion that it imposes to think in precise terms, to state problems in precise forms, and base decisions on accurately gathered information. Advertising, like all business activities, profits from the systems approach to planning and organization.
Having developed products or services to meet identified customer needs, the corporation must then communicate their existence to potential customers. This communication is accomplished through two channels: (1) advertising and sales promotion, including every medium that reaches potential customers en masse, and (2) the sales force, which communicates to prospects primarily on a one-to-one basis.
The three ingredients necessary for successful advertising are information, rational stimulus, and emphasis. Information is the simplest ingredient. If the message contains news, the advertising skills brought to bear on it are not critical to the ad's success since the nature of the information itself nearly always guarantees success.
The rational stimulus is the ingredient which provokes the consumer to evaluate, judge, and reach a decision. Involvement with the message is a prelude to, a substitute for, or a supplement to contacts with the salesmen and stores.
The third ingredient, emphasis, is a more complex element. When the consumer is less interested in the advertising and is more likely to screen it out, the advertiser is more likely to emphasize a single theme or one aspect of the product. Also, the advertiser repeats frequently to gain attention and make his message familiar to the public.
This study is an attempt to present, in organized form, an overview of the communication strategies adopted from the advertising systems approach. The purpose of this thesis is to introduce several theories which indicate the obstacles encountered in the process of advertising communications. Also, at the same time, the thesis seeks to propose a theory for measuing the effectiveness of advertising communication by applying the various communication models designed by Lasswell, Schramm, Shannon, Osgood and Heimstra-Ellingstad.
The thesis is presented in six parts. The first part, which is introductory, aims to explain why this sort of work should be undertaken. The second part is devoted to the theory of the advertising system with the purpose of outlining the contemporary systems approach used in the advertising field.
The third part presents the marketing theory and considers marketing systems approach. One of the most fruitful ways to approach the study of advertising is in terms of the advertiser's marketing program. Marketing is the total of all activities needed to convert consumer purchasing power into effective demand. The major communications aspects of marketing include advertising, promotion, and personal selling.
Advertising is only one facter of many marketing elements and, specifically, its contribution is to communicate a message from the advertiser to the potential consumer, not only to expose people to a message but to deliver a message that may contribute to action.
In the fourth part, the thesis mainly deals with communication processes of advertising and marketing and the ways in which they are interrelated. The application of basic communication theory and techniques are outlined. The core of the communication program is the message itself. This message is composed of two parts, the visual and the verbal. These are the two means the communicator uses to symbolize what he has to say.
The ultimate effectiveness of any advertisement will depend on how well the elements are created and arranged.
This writer outines a marketing communication spectrum ranging from an unawareness of the product to awareness, comprehension, conviction and action, in successive steps. The emphasis in marketing is on sales, and the emphasis in advertising communication is on the transmission of a message that may contribute to sales.
The fifth part is an attempt to describe and discuss the major strategies of advertising communication, and, at the same time, to analyze the communication research methodology presented by several scholars. The writer here moves on to the study of research methods as applied to some of the specific problems met in advertising communication. There is much research being done and to be done on the criteria for evaluating reach, frequency, and continuity in a given situation.
People go through several stages in learning about, and in adopting, new ideas. These stages may be classified as awareness, interest, evaluation, trial, and adoption, Mass media make their greatest impact in the awareness and in the interest stages. To be effective in this process one must know what techniques to use at the different stages and how to mobilize them effectively.
Finally, the sixth part presents the method of measuring the effectiveness of advertising communication processes. The importance of accuracy in the measurement of advertising can not be overestimated, and, yet, it is very difficult to measure the exact effectives of any advertisement. Through the methods presented in this thesis one can measure with a fair degree of accuracy the effectiveness of the communication process in advertising.
The emphasis on advertising will depend upon the advertising communication mix itself, the type of copy needed, the frequency of insertions, and the media used. In order to be most effective, an advertiser should know how to use all of the communications channels available to him. Finally, in the attempt to speed up the process of acceptance of new ideas and practices one must be aware of the total process and the sequence of influences at different points in this process.
Interspersed throughout this thesis are 11 charts which illustrate various type of advertising communication systems and models.

목차 (Table of Contents)

• Ⅰ. 序論
• Ⅱ. 廣告 System論
• Ⅲ. 現代 Marketing과 Systems Approach
• Ⅳ. 廣告와 Marketing의 Communication過程
• Ⅴ. 廣告 System의 Communication 戰略
• Ⅵ. 結論
• 참고문헌
• 영문요약