| Summary: | 碩士 === 國立臺灣科技大學 === 工程技術研究所 === 83 === Advertisiers play essential roles in deciding the quantity and
quality of advertising. This study looks at first 100 on the
bulletin board of the 1993 Taiwan top 300 advertisers were
chosen for case studies. The studies were conducted using semi-
structured focused interviews. 1.Most of the advertising
departments of large manufacturing, service and bankimg
companies are assigned to be in charge of the advertising
activtity. They are functional structured and centralized.
Few companies assign the advertising activity to the brand
product department, which is popular in many American
companies. 2.The operation process for advertising includes the
product orientation, the proposal presentation, setting the
advertising strategy and the decision making, which is the most
important part. Most companies communicate their advertising
ideas to the advertising idea to the advertising agent by the
product orientation. A few would further provide project
proposals. Setting the advertising strategy is done by he
advertising agent in manufacturing companies, while it is done
by the advertiser in service and banking companies. 3.Most
manufacturing companies evaluate the advertising ideas on their
strategy and creativity while most of the service and banking
companies stress the importance of conveying corporate
philosophy (corporate image) and corporate culture. Decision
for advertising ideas in mostly done by group in service and
banking companies while it is done by both group and individual
in manufacturing companies.
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