ビジネスコミュニケーションの手段としてのコマーシャルメッセージ(国際教養学科専任教員)

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概要

• 論文の詳細を見る

• An advertisement can take a variety of expressions, which vary from media and media. One form of media employs several different expressive techniques according to the purpose and target of the ad. Each media has its own advantages and disadvantages. The best advertising effect can be achieved when the advertiser employs the media, message strategy and tactics most suitable to the product or service, and this is determined by detailed marketing research within the limits of the advertising budget and time frame. The borders distinguishing the various ad media discussed above will tend to become more obscure in the future. For instance, the Internet will likely challenge the dominance of the print media and take on the same functions as broadcast media. Give-away promotional videos or CD-ROMs are sent by postal mail now, but in the future, large amounts of information will be transferred in seconds to end-users through the Internet. The advance of technology will enable advertisers to send more and more sound, images and written information at a lower cost, while customers will also be able to obtain any information about the product or service they are interested in. On the other hand, the basic factors defining business communication and the relations between sponsoring companies and their customers will not change much. Psychological transactions between firm and customer will remain largely the same, from the recognition of the product to the action of purchasing. Whether these relations are established successfully or not will depend completely on the ad as a means of business communication. The expressions of business communication should include all factors appealing to the main human communication senses-seeing and hearing. So pictorial expression, written expression and sound expression are surely the keys for business success. There are a lot of themes left for us to study in our search for more effective techniques and expressions for business communication. I believe this thesis is useful for this purpose.

• 武蔵野短期大学の論文
• 1999-06-25

著者

• 青木 雅幸

  武蔵野短期大学

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