October 2006

We have a longer issue this month but it’s well worth reading because we have some Starcom views first on planning weights for an effective TVcampaign and then moving beyond the simple TVC.
本月我們有比較長的篇幅，包括星傳對規劃有效電視廣告活動聲量的觀點以及超越單純電視廣告之外皆有深入的探討，值得各位仔細閱讀。

A greater part of most media budgets is still spent on TV and asthe media and competitive landscape changes, there is always room to further learn what contributes to building an effective TV campaign. We have included a paper in this issue on some work, done by a Starcom colleague, offering benchmarks for TV advertising impact on brand value and sales. This is helpfulfor clients who do not have their own campaign measurements or research.
目前大部分的媒體預算都還是放在電視媒體上，但當媒體環境以及競爭者型態有所改變，仍然還有很大的空間去學習如何建立更有效的電視廣告活動。本期月刊中包括了一篇由星傳同仁所完成的報告，提供電視廣告對於品牌價值及銷售數字影響力的基準。這對於一些並沒有自己活動測量及研究的客戶將有很大的幫助。

Looking beyond the TV spot which is largely about exposure, we seek to engage with the consumer and here is a bigger challenge where we try to build brand relevance and meaning in the consumers everyday lives. This is where “Sight, Sound and Motion” comes in. Read on…
超越大家對於電視運作即是露出量的刻板印象，我們尋求更宏大的挑戰－將品牌連結及意義深入消費者的日常生活中。這是在‘視覺、聽覺與行動’章節中探討的主題。請繼續閱讀…