社群圖文廣告創意企劃流程研究

Abstract

創意是促使廣告成功最主要因素，目前所提廣告創意的產生方式都過於抽象籠統，最常見的廣告創意是社群圖文廣告。有創意的社群圖文廣告是由企劃人、文案人員、設計人員共同合作完成，通常先由企劃人員搜集資料作初步發想規劃，但企劃人員經常需身兼多職，常因溝通等問題導致重工或無效率，加上網路話題具時效性，要在有限時間內產出一篇吸引人觀看的創意社群圖文是困難的，因此本研究極力希望找出社群圖文廣告創意企劃的方法及步驟，與針對找出的企劃圖文廣告創意方法及步驟進行流程研究與評估。研究者在廣告公司從事相關工作近10年，依工作經驗將社群圖文廣告創意企劃的工作內容切成「整體企劃」、「圖片企劃」、「文案企劃」三個斷點，依據文獻探討建立簡單版及詳細版社群圖文廣告創意企劃的流程。研究者透過難易度評分決定實驗題目後，請相關工作經驗三年以下3位、三年以上3位的企劃人員依據自身所知的企劃方式、本研究提供的簡單版及詳細版的企劃流程進行實驗，實驗結束後將分別訪談企劃人員並同步邀請專家進行評分。綜合訪談及評分結果發現詳細版企劃流程最能幫助創意發想，且微調詳細版的企劃流程後將能獲得最好的企劃平均分數及產出效益，研究成果也可提供當紅的ChatGPT及AI作為指令輸入的參考。Creativity is the primary factor that drives the success of advertising. However, the current methods for generating advertising creativity are often too abstract and vague. The most common form of creative advertising is social media graphic and textual ads. Creative social media ads are typically a collaborative effort among planners, copywriters, and designers. Normally, the planning process begins with planners gathering information and brainstorming initial ideas. However, planners often have multiple roles and responsibilities, leading to challenges in communication and resulting in rework or inefficiencies. Additionally, online trends have a time-sensitive nature, making it difficult to produce a captivating and timely creative social media ad within a limited timeframe. Therefore, this study aims to identify methods and steps for planning creative social media ads and conduct a process study and evaluation based on the identified planning methods and steps for graphic and textual ad creativity.The researcher has been involved in related work in an advertising company for nearly 10 years. Based on their work experience, they divided the tasks of planning creative social media ads into three stages:"overall planning," "graphic planning," and "copywriting planning." Drawing upon existing literature, they established both a simplified version and a detailed version of the process for planning creative social media ads. After determining the difficulty of experimental topics through a scoring system, the researcher enlisted the participation of three planners with less than three years of experience and three planners with more than three years of experience. These planners conducted the experiments based on their own knowledge of planning methods, as well as the simplified and detailed versions of the planning process provided in this study. Following the experiments, individual interviews were conducted with the planners, and experts were invited to evaluate the results.The synthesis of interviews and evaluations revealed that the detailed version of the planning process was most effective in facilitating creative ideation. Fine-tuning the detailed version of the planning process resulted in the highest average scores for the plans and output efficiency. The research findings can also serve as a reference for popular platforms like ChatGPT and AI when providing instructions.