The characteristic of knowledge in advertising and media business: television advertisements planning and buying as an exemplar

• Main Authors: Chauchung Deng, 鄧朝中
• Other Authors: Huang, Jennjin, Ph.D
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/46441995179373382447

碩士 === 淡江大學 === 大眾傳播學系 === 90 === This research is concerned with knowledge management activities in advertising agencies, buying houses and television stations. Specifically, the research examines the feature and sharing strategies of advertising and media knowledge through participating observation and in-depth interview. Research results are as follows: (1) Due to established documents, “extacit knowledge” can be easily shared and exchanged among advertising agencies, buying houses and television stations. (2) Tacit knowledge is the key to gain advantages; (3) in order to win economic values, tacit knowledge has to be transformed into extacit knowledge. To improve knowledge management effectiveness, first advertisers are suggested to broaden their information resources. Second, fee-collecting system should be reviewed and justified. Meanwhile, advertisers and buying houses workers are encouraged to take advantage of resources in television stations. Finally, related workers should pay more attention to quality knowledge