廣告代理業如何應對新興廣告媒體－－以有線電視為例

Abstract

臺灣地區有線電視的普及率由民國八十年的10%到民國八十六年的80%，短短六年間成長了八倍，同時在民國八十四年起逐漸受到廣告業界的正視，廣告媒體量放大。本文之主旨便在探討廣告代理業是如何看待有線電視這個過去三、五年來的新興媒體？除了次級文獻之整理分析外，本研究針對有線電視在廣告代理業之應用，深入訪談了國內十五家綜合廣告代理商。訪談結果發現，廣告主的接受態度對廣告代理具有相當的影響力，主導性強的廣告主甚至直接向媒體發稿；在廣告代理的作業模式方面，處理有線電視的工作量大、挑戰性高，相對的，代理利潤也較豐厚，然而，因為媒體本身穩定性堪虞，系統蓋臺、斷訊、自行插播跑馬燈廣告等糾紛頻繁，造成作業上不少問題。最後，檢視代理商的作業模式、媒體組織架構與人力配置變化，呼應了媒體功能在廣告作業上與日遽增的重要性與專業性。除此之外，訪談中也針對網路廣告與捷運廣告了解廣告業者之評價，發現網路廣告普遍被看好但目前並不積極的態度，而捷運廣告則泰半不為廣告代理主動接納。文末，作者並提出對於有線電視媒體的發展建議並呼籲廣告代理業重視媒體專業人才之培訓。

The penetration rateof cable television in Taiwan has grown from 10% in 1991 tp 80% in 1997 at an exponential rate. Riding on the trend, its advertising value surfaced to advertisers and agencies since 1995. The purpose of this study is to explore how new media such as cable television is being operated in advertising agencies. In additional to secondary data collection and analysis, the author conducted a sample of 15 in-depth interviews, focusing on major full- service agencies in Taiwan. It is found that advertisers` attitude and preference had great influence on agency`s media selection; some dominating advertisers would even take media buying into their own hands. As for agencies, cable television is seen as a complicated medium with large amount of work and yet, high return. However, misconduct such as commercial interruption without prior notice is a problematic area yet to be solved. From the media human resource reallocation, it is confirmed that the importance and professionalism of media function withn an agency has gradualy gaining acknowledgement. Finally, the author proposed direction for cable television and advertising industry`s development.