USP廣告表現應用於台灣RV汽車廣告創作研究

Abstract

RV汽車是屬於高單價商品，一般消費者要購買一輛汽車所考量的因素絕對不只有一種，不會是衝動消費。汽車與一般民生性消費商品的特質皆有所不一樣，原因是汽車商品之所以具有昂貴地、耐久地、炫耀地等特質，所以，一般社會大眾在購買汽車的時候，一般消費族群都會多方打聽，以口碑傳播、廣告訊息以及網路上取得資訊作為購車的參考。USP的廣告表現則提供給消費者一種相關活動的方式與觀念，使消費者能夠很容易記住，就像一個聚光的凸透鏡，USP的廣告將太陽的光聚集成一個又熱又量的圓點，就像廣告活動使所有的各個要素聚集成為它自己的一個簡明扼要的焦點。現今行銷市場中，品牌的個性，幾乎成為影響消費者夠賣意願的重要因素，然而，真正能夠讓消費者購買的「品牌個性」，是一種能滿足客戶，給消費者一個理由相信你們，讓消費者相信的市場，無限大！本創作研究之目的在探索其背後之USP廣告效應與RV汽車廣告表現之發展模式，分析其成功的USP廣告視覺運用手法。本創作研究以第二章USP廣告相關理論文獻回顧與探討和第三章USP汽車廣告表現進行相關學理資料分析研究，並與個案分析法彙整出可依循的RV汽車廣告表現創作方式，依此基礎研究結果提出完整的USP廣告設計創作研究最後藉由USP廣告表現理論，以實際創作出台灣RV汽車廣告表現。盼本創作研究的成果，能夠在這廣告訊息爆炸的年代確實提供切入重點的工具，並試圖能對於未來企業主與廣告代理商行銷規劃時，提供更精準而有效益的RV汽車廣告的建議與創作方向。

As RVs (Recreational vehicle) are costly products, most consumers would consider a lot rather than purchasing impulsively. RV has different characters from normal products such as high price, permanence, and conspicuousness, so the consumers usually rely on WOM (Word of Mouth), advertising contents, and information in Internet before buying a RV. An advertising activity with USP (Unique Selling Proposition) can offer consumers a way and a concept of the activity, which make the activity easy to be remembered. Advertising activity gathered all the elements of the product to form a simple statement, just like convex lens focused sunrays as a burning and shining spot. In today’s marketing market, the personality of a brand becomes the most important factor that makes consumers willing to buy. However, a brand personality, which can really persuade consumers to buy, is to satisfy them and to make them believe. And the market which consumers believe is unlimited. The purpose of this study was to find out the USP advertising effect and the development mode of RV advertising performance. We organized an available creating mode of RV by cases studies and proposed an integrated USP advertising creating study. Finally, this thesis was completed by practically creating a Taiwan RV car advertisement with applying USP theory. Through this thesis, we expect to provide a tool that helps us cut to the point without disturbing by this messages exploding ear. More over, we expect to provide a beneficial suggestion and creating direction for enterprises and advertising agencies to propose marketing plans in the future.