Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/137004
題名: 探討泰國廣告企劃中訊息設計的文化性考量
Cultural considerations in message development for advertising campaigns in Thailand
作者: 王蘭香
Songjaroen, Kannaporn
貢獻者: 鄭怡卉
I-Huei, Cheng
王蘭香
Songjaroen, Kannaporn
關鍵詞: 泰國
廣告
廣告公司
文化價值
Thailand
Cultural values
advertising development process
advertising
advertising agency
日期: 2021
上傳時間: 2-Sep-2021
摘要: 泰國作為一個在美容行業有著龐大消費支出的國家,本研究旨在通過文化價值的視角來研究泰國的美容廣告行業,以及這些價值如何被納入到廣告發想的過程。本文根據Hofstede的文化向度理論檢視文化價值,並採用了訪談和文本分析的混合方法進行研究。本研究共採訪9位廣告從業者以瞭解其廣告發展過程,並分析了廣告以探究廣告作品如何反映出這些文化價值。\n\n根據研究結果,在泰國的廣告公司中,並不存在有別于傳統廣告開發過程的特殊過程。不過,在與全球和本地客戶接洽時,兩者仍有所區別。此外,每個廣告公司都因組織環境的不同而產生自己的企業文化。泰國廣告反映了文化價值的所有五個維度:權力距離、個人主義、男性化、不確定性規避、長短期取向。在整個廣告開發過程中,泰國廣告從業者都意識到了這些文化價值,每個維度都被以一種和社會文化價值一致的方式來表現和刻畫。無論廣告公司源自何處,重點仍在於他們在何處經營。
As the country with huge spending for beauty industry, this research aims to examine Thailand’s beauty advertising industry via the lens of cultural values and how these values were incorporated into the ad development process. Cultural values were examined based on Hofstede`s Cultural Dimensions and a mixed-method approach of interview and textual analysis were used. Nine ads practitioners were interviewed to understand the process and xx ads were analyzed to investigate the reflection of these cultural values into the final ad product.\nAccording to the findings, there is no special process in Thai advertising agencies that distinct from the conventional advertising development process. There is, nevertheless, a difference between dealing with global and local clients. Additionally, each agency has its own corporate culture, which varies depending on the organizational environment. Thai advertising reflects all five dimensions of cultural values through advertisements: power distance, individualism, masculinity, uncertainty avoidance, and long and short-term orientation. Throughout the ad development process, Thai advertising practitioners are aware of these cultural values, with each dimension tending to be portrayed in the same manner as the society’s cultural values. Regardless of where the agency originated from, it’s where they are operating matters the most
參考文獻: Advertising Association of Thailand (AAT). (2002). Annual report. http://www.adassothai.com\nAkaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions. International Journal of Advertising, 29(1), 37–56. https://doi.org/10.2501/s0265048709201026\nAlbers, N. D. (1994). Relating hofstede’s dimensions of culture to international variations in print advertisements: A comparison of appeals. Faculty of the College of Business Administration University of Houston.\nAlden, D. L., Hoyer, W. D., & Lee, C. (1993). Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis. Journal of Marketing, 57(2), 64–75. https://doi.org/10.1177/002224299305700205\nAmabile, T. M. (1996). Creativity In Context: Update To The Social Psychology Of Creativity (New edition). Routledge.\nAnantachart, S., (2007). Development of Asian Advertising - Thailand. Asian Advertising 2007 (pp. 102–108). Seoul: Asia Federation of Advertising Associations (AFAA).\nArens, W., Weigold, M., & Arens, C. (2010). Contemporary Advertising (13th ed.). McGraw-Hill Education.\nAriztia, T. (2013). Unpacking insight: How consumers are qualified by advertising agencies. Journal of Consumer Culture, 15(2), 143–162. https://doi.org/10.1177/1469540513493204\nBacker, B. (1993). The Care and Feeding of Ideas (1st ed.). Crown.\nBangkok Post. (2019). Foreign films catching on to tax rebate. Https://Www.Bangkokpost.Com. https://www.bangkokpost.com/business/1635794/foreign-films-catching-on-to-tax-rebate\nBangkok Post. (2021). Ad spending projected for 10% growth. https://www.bangkokpost.com/business/2051171/ad-spending-projected-for-10-growth\nBarron, S. (1998). Making the Thais laugh the phenomenal success of Thai advertising can be put down to the professionalism of the industry. Sawasdee, 27 (September). 36-39.\nBaskin, M. (2010). How to write a creative agency brief. Warm Best Practice, 36–37.\nBeard, F. (1996). Integrated marketing communications: New role expectations and performance issues in the client-ad agency relationship. Journal of Business Research, 37(3), 207–215. https://doi.org/10.1016/s0148-2963(96)00071-9\nBelch, G. E. (2007). Advertising and Promotion: An Integrated Marketing Communications Perspective (7th Edition). Irwin/McGraw-Hill.\nBelch, G. E., & Belch, M. A. (1990). Introduction to Advertising and Promotion Management. Irwin Professional Publishing.\nBelk, R. W., & Pollay, R. W. (1985). MATERIALISM AND STATUS APPEALS IN JAPANESE AND US PRINT ADVERTISING. International Marketing Review, 2(4), 38–47. https://doi.org/10.1108/eb008290\nBerg, B. L., & Lune, H. (2011). Qualitative Research Methods for the Social Sciences (8th Edition) (8th ed.). Pearson.\nBernardin, T., Kemp-Robertson, P., Stewart, D. W., Cheng, Y., Wan, H., Rossiter, J. R., Erevelles, S., Roundtree, R., Zinkhan, G. M., & Fukawa, N. (2008). Envisioning the Future of Advertising Creativity Research: Alternative Perspectives. Journal of Advertising, 37(4), 131–150. https://doi.org/10.2753/joa0091-3367370411\nBraun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa\nBurgoyne, E. (2009). how the agency works. Adsubculture. https://theadvertisingindustry.files.wordpress.com/2014/04/80dc6-1236049843493.pdf\nBurgoyne, E. (2013). How the agency works 2.0. Adsubculture. https://issuu.com/adsubculture/docs/ad_agency_process_2.01\nCagley, J. W., & Roberts, R. (1984). Criteria for advertising agency selection: An objective appraisal. Journal of Advertising Research, 24(2), 27–31.\nChang, T. K., Huh, J., McKinney, K., Sar, S., Wei, W., & Schneeweis, A. (2009). Culture and Its Influence on Advertising. International Communication Gazette, 71(8), 671–692. https://doi.org/10.1177/1748048509345063\nCheong, Y., Kim, K., & Zheng, L. (2010). Advertising appeals as a reflection of culture: a cross-cultural analysis of food advertising appeals in China and the US. Asian Journal of Communication, 20(1), 1–16. https://doi.org/10.1080/01292980903440848\nChirapravati, M. L. V. (1996). The blossoming of advertising in Thailand. In K. Firth (Ed.), Advertising in Asia (pp.223-240). Ames: Iowa State University Press.\nCiochetto, L. (2006). The Dynamics of Contemporary Advertising in Thailand. Media Asia, 33(3–4), 185–191. https://doi.org/10.1080/01296612.2006.11726830\nCook, W. A., & Kover, A. J. (1998). Research and the meaning of advertising effectiveness : Mutual misunderstandings. In Measuring Advertising Effectiveness (pp. 13–20). Lawrence Erlbaum Associates, Hillsdale, NJ.\nCrosier, K., Grant, I., & Gilmore, C. (2003). Account planning in Scottish advertising agencies: a discipline in transition. Journal of Marketing Communications, 9(1), 1–15. https://doi.org/10.1080/1352726022000013376\nCui, G., & Yang, X. (2009). Responses of Chinese Consumers to Sex Appeals in International Advertising: A Test of Congruency Theory. Journal of Global Marketing, 22(3), 229–245. https://doi.org/10.1080/08911760902845031\nCzarnecka, B., Brennan, R., & Keles, S. (2017). Cultural Meaning, Advertising, and National Culture: A Four-Country Study. Journal of Global Marketing, 31(1), 4–17. https://doi.org/10.1080/08911762.2017.1376364\nDAAT & Kantar insight Thailand. (2019). Thailand Digital Advertising Spend 2018-2019 (Rep.).\nDahlén, M., Rosengren, S., & Törn, F. (2008). Advertising Creativity Matters. Journal of Advertising Research, 48(3), 392–403. https://doi.org/10.2501/s002184990808046x\nDamanpour, F. (1991). Organizational Innovation: A Meta-Analysis Of Effects Of Determinants and Moderators. Academy of Management Journal, 34(3), 555–590. https://doi.org/10.5465/256406\nde Mooij, M. (2009). Global marketing and advertising: Understanding cultural paradoxes (Third ed.). SAGE Publications, Inc.\nde Mooij, M. (2015). Cross-cultural research in international marketing: clearing up some of the confusion. International Marketing Review, 32(6), 646–662. https://doi.org/10.1108/imr-12-2014-0376\nde Mooij, M., & Hofstede, G. (2010). The Hofstede model. International Journal of Advertising, 29(1), 85–110. https://doi.org/10.2501/s026504870920104x\nde Waal Malefyt, T., & Morais, R. J. (2010). Creativity, brands, and the ritual process: Confrontation and resolution in advertising agencies. Culture and Organization, 16(4), 333–347. https://doi.org/10.1080/14759551.2010.519927\nDimofte, C. V., Goodstein, R. C., & Brumbaugh, A. M. (2014). A social identity perspective on aspirational advertising: Implicit threats to collective self‐esteem and strategies to overcome them. Journal of Consumer Psychology, 25(3), 416–430. https://doi.org/10.1016/j.jcps.2014.12.001\nDow, D. (2006). Adaptation and performance in foreign markets: evidence of systematic under-adaptation. Journal of International Business Studies, 37(2), 212–226. https://doi.org/10.1057/palgrave.jibs.8400189\nDowne‐Wamboldt, B. (1992). Content analysis: Method, applications, and issues. Health Care for Women International, 13(3), 313–321. https://doi.org/10.1080/07399339209516006\nDucoffe, R. H., & Curlo, E. (2000). Advertising value and advertising processing. Journal of Marketing Communications, 6(4), 247–262. https://doi.org/10.1080/135272600750036364\nEagle, L., & Kitchen, P. J. (2000). IMC, brand communications, and corporate cultures. European Journal of Marketing, 34(5/6), 667–686. https://doi.org/10.1108/03090560010321983\nEngholm, C. (1991). When Business East Meets Business West: The Guide to Practice and Protocol in the Pacific Rim (1st ed.). Wiley.\nEscolar, R. E. (2008). Ad-ding it all up: Identifying the thai advertising industry’s success drivers. Chazen Web Journal of International Business. Published. https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/3145/Ad-ding%20It%20All%20Up_Identifying%20the%20Thai%20Advertising%20Industrys%20Success%20Drivers.pdf\nEuromonitor International. (2019). Beauty and Personal Care in Thailand. https://www.euromonitor.com/beauty-and-personal-care-in-thailand/report\nFinlay, L. (2018, February 10). The Wonderful World of Thai Advertising. Culture Trip. https://theculturetrip.com/asia/thailand/articles/wonderful-world-thai-advertising/\nGabriel, H., Kottasz, R., & Bennett, R. (2006). Advertising planning, ad‐agency use of advertising models, and the academic practitioner divide. Marketing Intelligence & Planning, 24(5), 505–527. https://doi.org/10.1108/02634500610682890\nGoffman, E., & Gornick, V. (1979). Gender Advertisements (1st ed.). Harper & Row, Publishers.\nGotthelf, K. (2004). National pride in thailand advertising : A shift in spokesperson choice. Asian Market Research News. http://www.asiamarketresearch.com/news/000276.html\nGram, M. (2007). Whiteness and Western Values in Global Advertisements: An Exploratory Study. Journal of Marketing Communications, 13(4), 291–309. https://doi.org/10.1080/13527260701359272\nGrau, S. L., & Zotos, Y. C. (2016). Gender stereotypes in advertising: a review of current research. International Journal of Advertising, 35(5), 761–770. https://doi.org/10.1080/02650487.2016.1203556\nGupta, A. S., & De, S. (2007). Changing Trends of Cultural Values in Advertising. Psychology and Developing Societies, 19(1), 113–123. https://doi.org/10.1177/097133360701900105\nHackley, C. (2003). From consumer insight to advertising strategy: the account planner’s integrative role in creative advertising development. Marketing Intelligence & Planning, 21(7), 446–452. https://doi.org/10.1108/02634500310504296\nHackley, C. E. (1998). Social constructionism and research in marketing and advertising. Qualitative Market Research: An International Journal, 1(3), 125–131. https://doi.org/10.1108/13522759810235188\nHaley, E., Taylor, R., & Morrison, M. (2014). How Advertising Creatives Define Excellent Planning. Journal of Current Issues & Research in Advertising, 35(2), 167–189. https://doi.org/10.1080/10641734.2014.900271\nHofstede, G. (2010). [cultures and organizations: Software of the mind, third edition] [by: Hofstede, geert] [may, 2010]. McGraw-Hill Education.\nHolstein, J. A., & Gubrium, J. F. (2003). Inside Interviewing: New Lenses, New Concerns (1st ed.). SAGE Publications, Inc.\nHong, J. W., Muderrisoglu, A., & Zinkhan, G. M. (1987). Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising. Journal of Advertising, 16(1), 55–68. https://doi.org/10.1080/00913367.1987.10673061\nHouse,R. J., Hanges,P. J., Javidan, M.,Dorfman, P.W., & Gupta, V. (Eds.). (2004). Culture, leadership, and organisations : The GLOBE study of 62 societies. London, England: Sage Publications.\nInglehart, R., & Baker, W. E. (2000). Modernization, Cultural Change, and the Persistence of Traditional Values. American Sociological Review, 65(1), 19. https://doi.org/10.2307/2657288\nInternational Trade Administration (ITA). (2019). Thailand - Market Overview. International Trade Administration | Trade.Gov. https://www.trade.gov/knowledge-product/thailand-market-overview?section-nav=2685\nJamieson, K. H., & Campbell, K. K. (2005). The Interplay of Influence: News, Advertising, Politics, and the Internet (with InfoTrac) (6th ed.). Wadsworth Publishing.\nKetudat, S., Textor, R. B., Klausner, W. J., Ladavalya, B. M. L., & Prabudhanitisarn, S. (1991). The Middle Path for the Future of Thailand: Technology in Harmony With Culture and Environment. Chiang Mai University.\nKhairullah, D. H. Z., & Khairullah, Z. Y. (2003). Dominant Cultural Values. Journal of Global Marketing, 16(1–2), 47–70. https://doi.org/10.1300/j042v16n01_03\nKoslow, S., Sasser, S. L., & Riordan, E. A. (2006). Do Marketers Get The Advertising They Need or The Advertising They Deserve? Agency Views of How Clients Influence Creativity. Journal of Advertising, 35(3), 81–101. https://doi.org/10.2753/joa0091-3367350306\nKover, A. J. (1995). Copywriters’ Implicit Theories of Communication: An Exploration. Journal of Consumer Research, 21(4), 596. https://doi.org/10.1086/209421\nKover, A. J., & Goldberg, S. M. (1995). The games copywriters play: Conflict, quasi-control, a new proposal. Journal of Advertising Research, 35(4), 52–62.\nKover, A. J., James, W. L., & Sonner, B. S. (1997). To whom do advertising creatives write? An inferential answer. Journal of Advertising Research, 37(1), 41–53.\nKunalai, C. (1992). The globalization and thainization in world brand television advertising. Chulalongkorn University, Thailand.\nKwek, S. (2021, July 8). What’s now and what’s next for Thailand’s beauty market. Mintel. https://www.mintel.com/blog/beauty-market-news/whats-now-and-whats-next-for-thailands-beauty-market\nLa Ferle, C., Edwards, S. M., & Mizuno, Y. (2002). Internet Diffusion in Japan: Cultural Considerations. Journal of Advertising Research, 42(2), 65–79. https://doi.org/10.2501/jar-42-2-65-79\nLevin, E., & Lobo, A. (Eds.). (2011). Clients’ expectations of their advertising agencies: Creativity and relationship management. anzmac.org.\nLindkvist, K. (1981). Approaches to textual analysis. In K. E. Rosengren (Ed.),\nAdvances in content analysis (pp. 23-41). Beverly Hills, CA: Sage\nLowe, G. (2003). Embracing creative excellence with a unique, local flavor.\nSouth China Morning Post. Retrieved from Factiva\nLubart, T. I. (2001). Models of the Creative Process: Past, Present and Future. Creativity Research Journal, 13(3–4), 295–308. https://doi.org/10.1207/s15326934crj1334_07\nLynn, M., & Gelb, B. D. (1996). Identifying innovative national markets for technical consumer goods. International Marketing Review, 13(6), 43–57. https://doi.org/10.1108/02651339610151917\nMackay, A. (2005). The Practice of Advertising. Elsevier Gezondheidszorg.\nMarshall, R., & Na, W. B. (1994). The Advertising Agency Selection Process. International Journal of Advertising, 13(3), 217–227. https://doi.org/10.1080/02650487.1994.11104577\nMartins, E., & Terblanche, F. (2003). Building organisational culture that stimulates creativity and innovation. European Journal of Innovation Management, 6(1), 64–74. https://doi.org/10.1108/14601060310456337\nMason, J. (2018). Qualitative Researching (3rd ed.). SAGE Publications Ltd.\nMcCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13(1), 71. https://doi.org/10.1086/209048\nMcNair, C. (2018). Global ad spending. Emarketer.\nMcTavish, D. G., & Pirro, E. B. (1990). Contextual content analysis. Quality and Quantity, 24(3), 245–265. https://doi.org/10.1007/bf00139259\nMiracle, G.E. (1987) Feel-do-learn: an alternative sequence underlying Japanese consumer response to television commercials, in Feasley, F. (ed.) Proceedings of the1987 Conference of the American Academy of Advertising, USA , pp. R73–R78.\nMoon, S. Y., & Chan, K. (2005). Advertising appeals and cultural values in television commercials a comparison of hong kong and korea. International Marketing Review, 22(1), 48–66. https://doi.org/10.1108/02651330510581172\nMoorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. Journal of Marketing Research, 29(3), 314. https://doi.org/10.2307/3172742\nMorgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308\nMorris, A. (2015). A Practical Introduction to In-depth Interviewing (1st ed.). SAGE Publications Ltd.\nMulder, N. (1996). Inside thai society: Interpretations of everyday life. The Pepin Press, 182–186. https://ehrafworldcultures.yale.edu/document?id=ao07-060\nNa, W., Marshall, R., & Woodside, A. G. (2009). Decision system analysis of advertising agency decisions. Qualitative Market Research: An International Journal, 12(2), 153–170. https://doi.org/10.1108/13522750910948761\nNielsen. (2020). Advertising informational services data. Nielsen Company. http://www.adassothai.com/include/upload/images/th_exp_file/2021021603542981529.pdf\nO’Connor, H., Kilgour, M., Koslow, S., & Sasser, S. (2017). Drivers of Creativity Within Advertising Agencies. Journal of Advertising Research, 58(2), 202–217. https://doi.org/10.2501/jar-2017-015\nOgilvy, D. (1985). Ogilvy on Advertising by David Ogilvy(1985–03-12). Vintage.\nOkazaki, S., Taylor, C. R., & Zou, S. (2006). Advertising Standardization’s Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance. Journal of Advertising, 35(3), 17–33. https://doi.org/10.2753/joa0091-3367350302\nPollay, R. W. (1986). The Distorted Mirror: Reflections on the Unintended Consequences of Advertising. Journal of Marketing, 50(2), 18. https://doi.org/10.2307/1251597\nPollitt, S., & Feldwick, P. (2000). Pollitt on Planning. Admap.\nPolly, R. W. (1983). Measuring the cultural values manifest in advertising. Current Issues and Research in Advertising, 6(1), 71–92. https://doi.org/10.1080/01633392.1983.10505333\nPongsapitaksanti, P. (2010). A comparison of thai and japanese advertising industries. Japanese Studies Journal, 47–68.\nPope, D. (1983). The making of modern advertising. Basic Books.\nPunyapiroje, C., Morrison, M., & Hoy, M. G. (2002). A Nation under the Influence: The Creative Strategy Process for Advertising in Thailand. Journal of Current Issues & Research in Advertising, 24(2), 51–65. https://doi.org/10.1080/10641734.2002.10505135\nPyke, A. (2000). It’s all in the brief. Market research society Annual conference, United Kingdom.\nRamanathan, S. (2011). Advertising self-regulation in Asia and Australia. Asian Federation of Advertising Associations and International Advertising Association — Asia Pacific. https://icas.global/wp-content/uploads/2011_04_Ad_SR_Asia_Australia.pdf\nReid, L. N., King, K. W., & Delorme, D. E. (1998). Top-Level Agency Creatives Look at Advertising Creativity Then and Now. Journal of Advertising, 27(2), 1–16. https://doi.org/10.1080/00913367.1998.10673549\nRongmuang, D., McElmurry, B. J., McCreary, L. L., Park, C. G., Miller, A. G., & Corte, C. (2010). Regional Differences in Physical Appearance Identity Among Young Adult Women in Thailand. Western Journal of Nursing Research, 33(1), 106–120. https://doi.org/10.1177/0193945910381762\nRunco, M. A. (2004). Creativity. Annual Review of Psychology, 55(1), 657–687. https://doi.org/10.1146/annurev.psych.55.090902.141502\nSantos, J. (2008) In Escolar, E. R. (2016) Ad-ding It All Up: Identifying the Thai Advertising Industry’s Success Drivers. Chazen Web Journal of International Business. Columbia Business School. https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/3145/Ad-ding%20It%20All%20Up_Identifying%20the%20Thai%20Advertising%20Industrys%20Success%20Drivers.pdf\nSherer, P. M. (1995). Emotion with humour: Bergeoning thai ad industry wins kudos for creativity. The Asian Wall Street Journal Weekly. Published.\nShum, S., & Liu, C. (2017). Ad spending in Southeast Asia. Emarketer.\nSmith, P. B., Dugan, S., & Trompenaars, F. (1996). National Culture and the Values of Organizational Employees. Journal of Cross-Cultural Psychology, 27(2), 231–264. https://doi.org/10.1177/0022022196272006\nSmith, R. E., Chen, J., & Yang, X. (2008). The Impact of Advertising Creativity on the Hierarchy of Effects. Journal of Advertising, 37(4), 47–62. https://doi.org/10.2753/joa0091-3367370404\nSmith, R. E., & Yang, X. (2004). Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence. Marketing Theory, 4(1–2), 31–58. https://doi.org/10.1177/1470593104044086\nSophittakamol (1995) In Chirapravati, M. L. V. (1996). The blossoming of advertising in Thailand. In K. Firth (Ed.), Advertising in Asia (pp.223-240). Ames: Iowa State University Press.\nStuhlfaut, M. W., & Yoo, C. Y. (2013). A tool for evaluating advertising concepts: Desirable characteristics as viewed by creative practitioners. Journal of Marketing Communications, 19(2), 81–97. https://doi.org/10.1080/13527266.2010.550009\nTan, J. (2018, March 27). “Thai wave” in showbiz poised for big splash in China. Nikkei Asia. https://asia.nikkei.com/Business/Business-trends/Thai-wave-showbiz-faces-golden-opportunity-to-court-Chinese-market\nTesch, R. (1990). Qualitative Research Analysis Types And Software Tools: 1st (First) Edition. Taylor & Francis, Inc.\nThe Nation (1999, November 3). Clients of major agencies were slashing their budgets. Retrieved from Factiva.\nTriki, A., Redjeb, N., & Kamoun, I. (2007). Exploring the determinants of success/failure of the advertising agency‐firm relationship. Qualitative Market Research: An International Journal, 10(1), 10–27. https://doi.org/10.1108/13522750710720378\nTurnbull, S., & Wheeler, C. (2015). The advertising creative process: A study of UK agencies. Journal of Marketing Communications, 23(2), 176–194. https://doi.org/10.1080/13527266.2014.1000361\nVartanian, O., Bristol, A. S., & Kaufman, J. C. (2016). Neuroscience of creativity. The MIT Press. Published.\nWallas, M. (1945). The Art of Thought. (Abridged Edition.) [Edited by May Wallas.]. C.A. Watts & Company.\nWaller, D. S., Cusick, D. J., Matheson, H. D., & Miller, M. K. (2001). Advertising agency activities used to attract new clients in Australia. Journal of Business & Industrial Marketing, 16(2), 129–140. https://doi.org/10.1108/08858620110384150\nWarc. (1999). The Gunn Report (1999). https://archive.gunnreport.com\nWarc. (2018). The Gunn Report (2018). https://archive.gunnreport.com\nWill, J. R. (1992). Winning new business: An analysis of advertising agency activities. Journal of Advertising Research, 32(5), 10–16.\nWilson, M. (2010). Advertising services in australia. IBISWorld.\nWinterich, K. P., Gangwar, M., & Grewal, R. (2018). When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements. Journal of Marketing, 82(3), 70–86. https://doi.org/10.1509/jm.16.0169\nZandpour, F., Campos, V., Catalano, J., Chang, C., Young Dae Cho, & Shu Fang Jiang. (1994). Global reach and local touch: Achieving cultural fitness in TV advertising. Journal of Advertising Research, 34(5), 35–63.\nZhang, Y., & Gelb, B. D. (1996). Matching Advertising Appeals to Culture: The Influence of Products’ Use Conditions. Journal of Advertising, 25(3), 29–46. https://doi.org/10.1080/00913367.1996.10673505
描述: 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
106461016
資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106461016
資料類型: thesis
Appears in Collections:學位論文

Files in This Item:
File Description SizeFormat
101601.pdf12.93 MBAdobe PDF2View/Open
Show full item record

Google ScholarTM

Check

Altmetric

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.