| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 101 === Advertising agencies are the professional service providers to plan and to implement advertising campaigns. By fulfilling clients’ requirements, advertising has been an important driver to the business growth of product/service and therefore the development of the economy. And, advertising agencies have become one of major commercial service providers in the modern society.
The advertising agency industry in Taiwan started developing since 1970s. In the recent decade, as global advertising communication groups entered into the market and the concept of “media central buying” emerged, the industry structure of the advertising agency has been transfromed significantly. Such transformation changed the working model, business model, and revenue structure of advertising agencies. The purpose of this study is to explore the reasons underlying these changes and to discuss potential evolution of new business models of an advertising agency. Based on industry statistics, archival data, and theories of co-opetiton and business model, we perform a series of comprehensive industrial and co-opetional analyses, from which processes we then propose a new perspective of business model formation for the advertising agencies of the future.
Overall speaking, this study suggests that advertising agencies resume setting up the division of media planning, and transform themselves to be an “Integrated Advertising Service Provider (IASP)”. With such model change, on the one hand, the adverting agency is able to provide integrated service of the “strategic planning”, “creative planning” and “media planning”, which enables the synergy among three core adverting services. On the other hand, the IASP can help clients to better utilize new media and to coordinate clients’ marketing communication activities, which raises the additional value of the advertising agency to the clients. The ISAP can also cooperate with media buying agencies better by integrating value propositions of planning, creativity, service integration with excellent media expenditure control and the precise media execution.
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