游擊廣告之研究與創作以公益廣告為例

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(1)國立台灣師範大學設計學系碩士論文. From the Fringes to Mainstream: A Study on the Use of Guerrilla Advertising for Non-profit Organizations. 游擊廣告之研究與創作以公益廣告為例. 指導教授：張柏舟 Prof.. Po-Chou Chang. 研究生：洪緹縈 Suzette L. See. 中華民國一〇二年七月.

(2) Abstract Two roads diverged in a wood, and I— I took the one less traveled by, And that has made all the difference. Robert Frost, The Road Not Taken, 1920. The average individual is exposed to hundreds, even thousands of advertisements each day, in a variety of forms. This is called “ad clutter”. It is estimated that, in the United States alone, the average person may be exposed to 500 to 1,000 commercial messages a day. (Arens, Weigold, Arens, p.67, 2009) We are inundated with commercial messages everywhere we go, everywhere we look. That’s because advertisers spend billions of dollars in expenditures trying to get their messages across. The economic impact of advertising has pervasively invaded practically every aspect of our lives, quietly proliferating across every available surface and airwave our senses can detect, and touches just about every industry there is. “It may be the most powerful art form on earth”, says award-winning American copywriter Mark Fenske. And he wouldn’t be far off from being right, though describing advertising as “art” is still in contention. Oftentimes the supply comes first. But it is up to a good advertisement to create the demand, to tell us we need something even before we think we do. That is the power of advertising. But what do you do when the enormity of the amount of advertisements makes it difficult for the consumer to cut through the clutter of traditional advertising and “hear” their intended message? What do you do when every advertising strategy looks the same? How do you jump out from the monotony and attract the notice of the consumer? When asked what he considers cutting-edge advertising, Warren Berger, author and ad expert, responded: “Anything that tries to do something new or different - something that zigs when everybody else is zagging. ” In short, be different. Mr. Berger could easily have been talking about guerrilla advertising, the most costeffective unconventional form of advertising you never knew. Coined by Jay Conrad. I.

(3) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. Levinson in his 1984 book, Guerrilla Marketing, it has become the most effective and lowbudget form of advertising in the past twenty years, catching the consumers unaware and successfully entered their consciousness where the more traditional big-budget methods failed. Geared initially for small and medium size (SMEs) businesses, it is now increasingly adopted by large businesses and global brands. This thesis will explore the effectiveness of guerrilla advertising, the unconventional form of advertising that took the road less traveled, through the analysis of some of the more successful cases; its methods used, what elements were included, and apply them in conceptualizing guerrilla advertisements for non-profit organizations. It will also examine the possibility and consequences of this most non-traditional form of advertising becoming mainstream.. Keywords: Non-traditional advertising, Guerrilla advertising, Public service advertising, Social marketing. II.

(4) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. 摘要黃樹林中有兩條路，而我— 我選擇了罕無人跡的那一條，而一切，因此有所不同。. ～佛洛斯特之【未境之路】 1920 一般人每天會接觸到上幾百，甚至尚千個不同形式的廣告。這是所謂的”廣告干擾”（ad clutter）。在美國，一個人每天平均會接觸到 500 到 1000 個廣告信息。 (Arens, Weigold, & Arens, Contemporary Advertising, twelfth ed., 2009) 我們已被商業訊息淹沒。放眼望去，你將發現你的周圍到處都是廣告。那是因為廣告商花費了上億的成本來設法傳達他們的訊息。廣告效應基本上已經滲入我們生活的每一方面，漸漸地擴散，接觸到幾乎每一個行業，只要是感官能察覺的渠道就有它的蹤跡。有人說過，廣告數量上升，效果便下降。在這個信息過度傳播的社會中，當消費者已經難以穿過雜亂又巨大的廣告量，要如何使其收到廣告者想傳達的信息？當每個廣告策略看起來都一樣的時候，如何使你的廣告跳出千篇一律的傳統廣告，成功吸引消費者的注意？當記者問作者和廣告專家 Warren Berger 他認為尖端的廣告是什麼樣的？他回答說：「任何試圖做一些新的或不同的手法 – something that zigs when everybody else is zagging.」總之，要與眾不同。與眾不同。Berger 先生的話可以用來形容游擊式廣告，一種最具成本效益的非常規廣告形式。在過去的二十年中，當傳統廣告失敗的時候，這個低預算的廣告形式多次成功進入消費者的意識，搏得消費者的注意。游擊式廣告最初是為中小企業（SME）而設計，但近年來已經被越來越多大企業和知名品牌採用。本論文將探討的游擊式廣告，這個走人跡罕至的路的非常規廣告形式，它的由來，特徵，還有其效果和優勢。通過分析一些成功的案例，探討其採用的方法與成功因素，並使用於公益廣告，也將研究這個最非傳統形式的廣告逐漸成為主流的可能性和後果。關鍵詞：非傳統廣告、游擊廣告、公益廣告、社會營銷 III.

(5) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. Acknowledgements. There have been a lot of ups and downs in the course of writing this thesis. I have been “guerrillaed”, so to speak, by unexpected turn of events. Yet, here I am, writing acknowledgements, humbly and profoundly grateful to everyone who has helped me finally achieve this. First and foremost, I am deeply grateful to my thesis advisor, Professor Po-Chou Chang, who made learning fun and entertaining, whose patience, wisdom, guidance, and insights have helped immensely in pushing me in the right direction. My sincere appreciation also goes to Professor Kuei-Chia Liang, Professor I Bin, Professor ChengLien Teng, and Professor Shyan-Bin Chou for their generosity in sharing their knowledge and expertise. Special thanks to Ms. Yeh of the department office for providing much-needed support and guidance in school matters to an uninitiated foreigner like me. To my classmates who made me feel less of a stranger in a foreign land, who made going to classes fun, who cried with me when I had to leave prematurely: thank you for encouraging me when things seemed hopeless. You have become my friends. My most heartfelt gratitude to my dad and my sister back in the Philippines for their confidence in me and for their unwavering support in whatever endeavours I decide to pursue. They are my strength, always have been, and always will be. Finally, to the one whose music makes my soul take flight. You have been an inspiration. Thank you.. IV.

(6) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. For my sister, Hedy. In memoriam. You are deeply missed.. V.

(7) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. Table of Contents Abstract................................................................................................................................................... I 摘要 ...................................................................................................................................................... III Acknowledgements ............................................................................................................................. IV Table of Contents ................................................................................................................................ VI 中文目錄 ............................................................................................................................................. IX List of Illustrations.............................................................................................................................XII 中文圖目錄 ..................................................................................................................................... XIV List of Tables ...................................................................................................................................XVII 中文表目錄 .................................................................................................................................. XVIII. Chapter 1 Introduction ........................................................................................................................ 1 1.1 Motivation ................................................................................................................................... 1 1.2 Purpose and Objectives ............................................................................................................... 2 1.3 Scope of Study and Demarcations .............................................................................................. 2 1.4 Structure of the Thesis ................................................................................................................ 4 1.5 Methodology and Procedure ....................................................................................................... 5. Chapter 2 Literature Review ............................................................................................................... 6 2.1 What is Advertising?................................................................................................................... 6 2.1.1 Definition of advertising ........................................................................................................ 6 2.1.2 Basic Classifications of Advertising ...................................................................................... 8 2.1.3 Functions of Advertising...................................................................................................... 12 2.1.4 DNA of an Effective Advertising ........................................................................................ 14 2.1.5 Factors that affect the effectiveness of advertising .............................................................. 16. 2.2 Traditional and Non-traditional Advertising............................................................................. 21 2.2.1 A Brief History of Advertising ............................................................................................ 21 2.2.2 The Emergence of Traditional Advertising and the Advertising Agency ............................ 23 2.2.3 Decline of Traditional Advertising and Rise of Non-Traditional Advertising .................... 32 2.2.4 Non-Traditional Advertising ............................................................................................... 45. VI.

(8) A Study on the Use of Guerrilla Advertising for Non-profit Organizations 2.3 Guerrilla Advertising (also known as ‘Guerrilla Marketing’) ................................................... 58 2.3.1 “Guerrilla“ in the Midst: etymology of the term “guerrilla”............................................... 58 2.3.2 Origins and Nature of Guerrilla Advertising ...................................................................... 60 2.3.3 Principles of Guerrilla Advertising ..................................................................................... 62 2.3.4 The Guerrilla Effect ............................................................................................................ 64 2.3.5 What makes guerrilla advertising different from traditional advertising ............................ 65. 2.4 Factors that affect a Guerrilla Advertising strategy ................................................................... 69 2.4.1 Culture and Consumer Behaviour ....................................................................................... 69 2.4.2 Legal Constraints and Ethical Risks ................................................................................... 73 2.4.3 Samples of Guerrilla Advertising ....................................................................................... 78. 2.5 Non-Profit Organizations and Non-governmental Organizations.............................................. 81 2.5.1 Definition of Non-profit and Non-government Organizations ........................................... 81 2.5.2 Classifications of Non-profit Organizations ........................................................................ 83 2.5.3 Marketing to Nonprofits...................................................................................................... 84 2.5.4 Elements of a good ad for nonprofit .................................................................................... 85 2.5.5 Marketing and Advertising for Non-profit Organizations ................................................... 86 2.5.6 Advertising for Non-profits ................................................................................................. 89. Chapter 3 Case Analysis.................................................................................................................... 93 3.1 Basis for analysis ........................................................................................................................ 93 3.2 Case Analysis .............................................................................................................................. 95 I. CASE ANALYSIS No.1: UNICEF ’s Clean Water Vending Machine, New York................ 95 II. CASE ANALYSIS No. 2 : Amnesty International’s ‘4 Weeks to Freedom’......................... 100 III. CASE ANALYSIS No. 3: Anar Foundation “Only for Children” Anti-Child Abuse Ad ... 106. Chapter 4 Application of Method in Design ................................................................................... 113 4.1 The Creative Process................................................................................................................. 113 4.1.1 Subject and Theme ............................................................................................................. 114 4.1.2 Understanding the SPCA ................................................................................................... 115 4.1.3 The Problem: Shark Fin Soup ............................................................................................ 115 4.1.4 Understanding the audience .............................................................................................. 119 4.1.5 Planning the strategy .......................................................................................................... 120. VII.

(9) A Study on the Use of Guerrilla Advertising for Non-profit Organizations 4.2 The Final Concept ..................................................................................................................... 122 4.2.1 DESIGN CONCEPT No. 1 : The Red Wedding Packets （紅包袋） ............................. 122 4.2.2 DESIGN CONCEPT No. 2 : Shark Fin Car Hood 3D Flyer Magnets............................... 130 4.2.3 DESIGN CONCEPT No. 3 : Ketchup Packets ................................................................. 142 4.2.4 DESIGN CONCEPT No. 4 : “JAWS” Bus Handles .......................................................... 151. Chapter 5 Conclusion ...................................................................................................................... 157. VIII.

(10) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. 中文目錄. 第壹章緒論 ...................................................................................................................................... 163 第一節研究動機.......................................................................................................................... 163 第二節研究目的.......................................................................................................................... 164 第三節研究範圍與限制.............................................................................................................. 165 一、研究範圍............................................................................................................................. 165 二、研究限制............................................................................................................................. 165 第四節研究流程架構.................................................................................................................. 166 第五節研究方法.......................................................................................................................... 167. 第貳章文獻探討 ............................................................................................................................. 168 第一節廣告是什麼? .................................................................................................................... 168 一、廣告的定義......................................................................................................................... 168 二、廣告的基本分類................................................................................................................. 170 三、廣告的功能......................................................................................................................... 173 四、有效廣告的 DNA ............................................................................................................... 175 五、影響廣告效果的因素 ......................................................................................................... 176. 第貳節傳統與非傳統廣告 .......................................................................................................... 180 一、廣告簡史............................................................................................................................. 180 二、傳統廣告及廣告代理的興起 ............................................................................................. 181 三、傳統廣告的低落和非傳統廣告的崛起 ............................................................................. 188 四、非傳統廣告......................................................................................................................... 198. IX.

(11) A Study on the Use of Guerrilla Advertising for Non-profit Organizations 第三節游擊廣告（亦稱為“游擊營銷”） .................................................................................. 210 一、 ”游擊“之詞源 .................................................................................................................. 210 二、游擊廣告的起源和性質 .................................................................................................. 211 三、游擊廣告的原則.............................................................................................................. 213 四、游擊效應.......................................................................................................................... 214 五、游擊廣告與傳統的廣告的差異 ...................................................................................... 215. 第四節影響游擊廣告策略的因素 .............................................................................................. 218 一、文化與消費者行為 .......................................................................................................... 218 二、法律約束和道德風險...................................................................................................... 220 三、遊擊行銷的例子.............................................................................................................. 224. 第五節非營利組織及非政府組織 .............................................................................................. 226 一、非營利組織及非政府組織的定義 .................................................................................. 226 二、非營利組織的分類 .......................................................................................................... 228 三、非營利組織營銷.............................................................................................................. 229 四、優質非營利廣告的要素 .................................................................................................. 230 五、適用于私人企業的市場推廣也適用于非營利組織 ...................................................... 230 六、非營利組織的廣告 .......................................................................................................... 233. 第參章案例分析 .............................................................................................................................. 235 第一節分析基礎........................................................................................................................... 235 第二節個案分析........................................................................................................................... 236 一、案例分析 No.1 : UNICEF 髒水販售機 .......................................................................... 236 二、案例分析 No.2 : Amnesty International 廣告 ................................................................ 241 三、案例分析 No.3 : ANAR 防兒童虐待廣告 ..................................................................... 246. X.

(12) A Study on the Use of Guerrilla Advertising for Non-profit Organizations 第肆章設計創作表現 ..................................................................................................................... 252 第一節創作過程........................................................................................................................... 252 一、了解你的目標 .................................................................................................................. 252 二、視覺的目的：.................................................................................................................. 252 三、對象和主題...................................................................................................................... 253 第二節設計創作.......................................................................................................................... 259 一、設計創作 No.1：婚宴紅包袋 ....................................................................................... 259 二、設計創作 No.2：鯊魚鰭汽車引擎蓋 3D 磁鐵傳單 .................................................... 267 三、設計創作 No.3：番茄醬包 ........................................................................................... 280 四、設計創作 No.4：“JAWS” 公車手把 .............................................................................. 289 第五章結論 ..................................................................................................................................... 295 Bibliography ....................................................................................................................................... 299 Questionnaire for SPCA ..................................................................................................................... 311 Online Consumer Survey Sample Form ............................................................................................. 314 Survey Results .................................................................................................................................... 327. XI.

(13) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. List of Illustrations Figure 1. Basic consumer decision process ......................................................................................... 16 Figure 2. Model of Basic Consumer Behaviour.................................................................................... 18 Figure 3. Aren's Model of Consumer Perception Process..................................................................... 19 Figure 4. The Components of Perception ............................................................................................. 21 Figure 5. One of the earliest known ads............................................................................................... 21 Figure 6. The earliest printed advertisement with graphics in China.................................................... 23 Figure 7. The handbill printed by William Caxton’s firm. ................................................................... 23 Figure 8. London Gazette offers first advertising supplement. ............................................................. 24 Figure 9. Volney Palmer, the very first person to use the term “advertising agency”. ......................... 25 Figure 10. Thomas Barratt’s advertisement for Pear's Soap. ................................................................ 27 Figure 11. Family listening to radio. ..................................................................................................... 27 Figure 12. Radio, a popular medium..................................................................................................... 28 Figure 13. The first ever TV ad............................................................................................................. 29 Figure 14. Family gathers around TV set. ............................................................................................ 30 Figure 15. Apple's "1984" TV ad. ......................................................................................................... 31 Figure 16. Print Newspaper Advertising Will be Lower in 2012 Than in 1950. .................................. 34 Figure 17. The "Radio Advertising Eliminator" from 1934.................................................................. 39 Figure 18. Non-traditional ads make use of creativity to attract attention. ........................................... 47 Figure 19. Examples of online advertisements. .................................................................................... 49 Figure 20. An ad for charity organization. ............................................................................................ 50 Figure 21. Sample ambient ads for fitness clubs. ................................................................................. 50 Figure 22. Sample advocacy ads. .......................................................................................................... 51 Figure 23. Chalk advertisements........................................................................................................... 52 Figure 24. Reverse graffiti .................................................................................................................... 52 Figure 25. Examples of experiential marketing. ................................................................................... 53 Figure 26. Examples of tissue-pack advertising. .................................................................................. 55 Figure 27. NAMP framework ............................................................................................................... 56 Figure 28. Achieving Cognitive Congruency through Message Design Framework ........................... 57 Figure 29. The Guerrilla Effect. ............................................................................................................ 65 Figure 30. The Blair Witch Project ....................................................................................................... 78 Figure 31. Aqua Teen Hunger Force .................................................................................................... 80 Figure 32. The Communications Model ............................................................................................... 90 Figure 33. The SWOT Analysis............................................................................................................ 92 Figure 34. Taiwan SPCA's "Say No to Shark Fin Soup" campaign ................................................... 114 Figure 35. The campaign's present spokeperson. ................................................................................ 114 Figure 36. Shark fin soup. ................................................................................................................... 116 Figure 37. A shark's fin immediately after it was sliced off its body.................................................. 116 Figure 38. A shark being finned alive. ................................................................................................ 117 Figure 39. A QR Code that links to the SPCA's online petition page when scanned. ........................ 121 Figure 40. The present logos currently used by Taiwan SPCA. ......................................................... 121 Figure 41. New logo with some modifications ................................................................................... 122 Figure 42. Some exaples for reference................................................................................................ 123 Figure 43. Chinese ornamental designs. ............................................................................................. 124 Figure 44. The main visual. ................................................................................................................ 124 Figure 45. “Say NO to shark fin soup” in Chinese. ........................................................................... 124 XII.

(14) A Study on the Use of Guerrilla Advertising for Non-profit Organizations Figure 46. SBack of the red packet ..................................................................................................... 125 Figure 47. Wireframe view of the completed Red Wedding Packet design. ...................................... 125 Figure 48. Flat layout of the red packet. ............................................................................................. 126 Figure 49. Front view .......................................................................................................................... 127 Figure 50. Back view .......................................................................................................................... 127 Figure 51. Back panel of the red packets with flap open .................................................................... 128 Figure 52. The flyers inside the red packets. ...................................................................................... 129 Figure 53. Wireframe sketch of the proposed design. ........................................................................ 130 Figure 54. Pieces of magnets are attached to the 3D flyer. ................................................................. 131 Figure 55. The shark skin base............................................................................................................ 132 Figure 56. Two designs. ...................................................................................................................... 134 Figure 57. "Front" side of the 3D flyer ............................................................................................... 135 Figure 58. The "back" panel with the information, urging people to take action. .............................. 137 Figure 59. Dark surroundings. ............................................................................................................ 137 Figure 60. Medium-lit surroundings. .................................................................................................. 138 Figure 61. Brightly-lit surroundings. .................................................................................................. 138 Figure 62. Text information under brightly-lit surroundings. ............................................................. 139 Figure 63. ............................................................................................................................................ 139 Figure 64. ............................................................................................................................................ 140 Figure 65. ............................................................................................................................................ 140 Figure 66. ............................................................................................................................................ 141 Figure 67. ............................................................................................................................................ 141 Figure 68. ............................................................................................................................................ 142 Figure 69. Four of the eight designs for the ketchup packets. ............................................................ 144 Figure 70. Another four designs with white background. ................................................................... 145 Figure 71. Ketchup Packet Design 1 ................................................................................................... 146 Figure 72. Ketchup Packet Design 2 ................................................................................................... 146 Figure 73. Ketchup Packet Design 3 ................................................................................................... 147 Figure 74. Ketchup Packet Design 4 ................................................................................................... 147 Figure 75. Ketchup Packet Design 5 ................................................................................................... 147 Figure 76. Ketchup Packet Design 6 ................................................................................................... 148 Figure 77. Ketchup Packet Design 7 ................................................................................................... 148 Figure 78. Ketchup Packet Design 8 ................................................................................................... 148 Figure 79. Triangular bus handles....................................................................................................... 152 Figure 80. Some frontal view studies of the open jaw of a shark used as reference. .......................... 152 Figure 81. The final shark "JAWS" design ......................................................................................... 153 Figure 82. Side-by-side comparison for congruency of the bus handle and the shark ....................... 154 Figure 83. Tags were used as secondary attachments to provide information. ................................... 155 Figure 84. ............................................................................................................................................ 155 Figure 85. ............................................................................................................................................ 156. XIII.

(15) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. 中文圖目錄. 圖 1. 消費者決策過程模型.............................................................. Error! Bookmark not defined.79 圖 2. 基本消費者行為模型............................................................................................................ 17780 圖 3. 阿倫斯的消費者認知過程的模型 ........................................................................................ 17881 圖 4. 感知組件................................................................................................................................ 17982 圖 5. 最早期的廣告............................................................................................................................ 180 圖 6. 中國最早有圖形的廣告 ............................................................................................................ 181 圖 7. William Caxton 的印刷傳單被視為第一個印刷品廣告 ......................................................... 182 圖 8. The London Gazette 刊登史上第一個廣告增刊 ...................................................................... 182 圖 9. Volney Palmer 使用 “廣告代理”這個稱呼的第一人 .............................................................. 183 圖 10. Thomas Barratt 的 Pear’s 肥皂廣告。 .................................................................................... 184 圖 11. Family listening to radio. ........................................................................................................ 185 圖 12. 早期廣播.................................................................................................................................. 185 圖 13. 史上第一支電視廣告的 Bulova 手錶廣告。 ........................................................................ 186 圖 14. Family gathers around living room TV set. ............................................................................. 187 圖 15. 蘋果電腦的"1984" 電視廣告。 ............................................................................................ 188 圖 16. 2012 年平面報紙廣告將會降到比 1950 年低 ...................................................................... 189 圖 17. The "Radio Advertising Eliminator" from 1934 ...................................................................... 193 圖 18. 非傳統的廣告借用創意吸引眼球. ......................................................................................... 200 圖 21. 網路廣告例子.......................................................................................................................... 201 圖 22. 健身房的環境廣告.................................................................................................................. 202 圖 23. 宣傳廣告.................................................................................................................................. 202 圖 24. 給抽煙者的警告廣告. ............................................................................................................. 203 圖 25. 慈善機構廣告.......................................................................................................................... 203 圖 26. 粉筆廣告.................................................................................................................................. 204 圖 27. Reverse graffitti 廣告. ............................................................................................................. 204 圖 28. 體驗營銷範例 1....................................................................................................................... 205 圖 29. 體驗營銷範例 2....................................................................................................................... 205 圖 30. 體驗營銷範例 3....................................................................................................................... 206 圖 31. 紙巾包廣告範例...................................................................................................................... 207. XIV.

(16) A Study on the Use of Guerrilla Advertising for Non-profit Organizations 圖 32. NAMP 架構 ............................................................................................................................. 208 圖 33. Guide to Achieving Cognitive Congruency through Message Design Framework ................. 209 圖 34. 游擊效應.................................................................................................................................. 215 圖 35. Determining the role morality of a profession. ........................................................................ 221 圖 36. The Blair Witch Project ........................................................................................................... 224 圖 37. Aqua Teen Hunger Force ......................................................................................................... 226 圖 38. The Message Communications Process ................................................................................... 233 圖 39. The SWOT Analysis ................................................................................................................ 234 圖 40. Taiwan SPCA's "Say No to Shark Fin Soup" campaign .......................................................... 253 圖 41. The campaign's spokeperson is Taiwanese supermodel Patina Lin. ........................................ 253 圖 42. The tasteless delicacy - shark fin soup. (Photo: Wikipedia.com) ............................................ 254 圖 43. A shark's fin immediately after it was sliced off its body. ....................................................... 255 圖 38. A shark being finned alive ....................................................................................................... 255 圖 45. QR Code................................................................................................................................... 258 圖 46. The present logos currently used by Taiwan SPCA................................................................. 258 圖 47. New logo with some modifications ......................................................................................... 259 圖 48. Examples for reference. ........................................................................................................... 260 圖 49. Red packets are also often adorned with Chinese ornamental designs. ................................... 261 圖 50. The main visual. ....................................................................................................................... 261 圖 51. “Say NO to shark fin soup” in Chinese. .................................................................................. 261 圖 52. Back panel of the red packet. ................................................................................................... 262 圖 53. Wireframe view of the completed Red Wedding Packet design. ............................................. 262 圖 54. Flat layout of the red packet with 2D textural rendering applied using Photoshop. ................ 263 圖 55. Front view ................................................................................................................................ 264 圖 56. Back view................................................................................................................................. 264 圖 57. Close-up view of the back panel with the flap open ................................................................ 265 圖 58. The flyers inside the red packets. ............................................................................................. 266 圖 59. Wireframe sketch of the proposed design. ............................................................................... 267 圖 60. Pieces of flexible magnets are attached to the 3D flyer. .......................................................... 268 圖 61. The shark skin base. ................................................................................................................. 269 圖 62. 最終設計.................................................................................................................................. 271 圖 63. "Front" side of the 3D flyer...................................................................................................... 272 XV.

(17) A Study on the Use of Guerrilla Advertising for Non-profit Organizations 圖 64. The "back" panel ...................................................................................................................... 274 圖 65. Dark surroundings. ................................................................................................................... 274 圖 66. Medium-lit surroundings. ........................................................................................................ 275 圖 67. Brightly-lit surroundings. ......................................................................................................... 275 圖 68. Text information under brightly-lit surroundings. ................................................................... 276 圖 69. 安裝在車罩上的視覺呈現 1 ................................................................................................... 277 圖 70. 安裝在車罩上的視覺呈現 2 ................................................................................................... 277 圖 71. 安裝在車罩上的視覺呈現 3 ................................................................................................... 278 圖 72. 安裝在車罩上的視覺呈現 4 ................................................................................................... 278 圖 73. 安裝在車罩上的視覺呈現 5 ................................................................................................... 279 圖 74. 安裝在車罩上的視覺呈現 6 ................................................................................................... 279 圖 75. Four of the eight designs for the ketchup packets. ................................................................... 282 圖 76. Another four designs with white background. ......................................................................... 283 圖 77. 蕃茄醬包設計 1....................................................................................................................... 284 圖 78. 蕃茄醬包設計 2....................................................................................................................... 284 圖 79. 蕃茄醬包設計 3....................................................................................................................... 285 圖 80. 蕃茄醬包設計 4....................................................................................................................... 285 圖 81. 蕃茄醬包設計 5....................................................................................................................... 285 圖 82. 蕃茄醬包設計 6....................................................................................................................... 286 圖 83. 蕃茄醬包設計 7....................................................................................................................... 286 圖 84. 蕃茄醬包設計 8....................................................................................................................... 286 圖 85. Triangular bus handles. ............................................................................................................ 290 圖 86. Frontal view studies of the open jaw of a shark ....................................................................... 290 圖 87. The final shark "JAWS" design ............................................................................................... 291 圖 88. Side-by-side comparison of the bus handle and the shark ....................................................... 292 圖 89. Tags were used as secondary attachments to provide information. ......................................... 293 圖 90. .................................................................................................................................................. 293 圖 91. .................................................................................................................................................. 294. XVI.

(18) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. List of Tables Table 1. The American Newspaper Media Industry Revenue Profile 2012 Report. ............................ 36 Table 2. Newspaper Advertising Expenditures 2000-2012 .................................................................. 37 Table 3. Decline in Print Ads by Category from 2003-2012 ............................................................... 38 Table 4. TV vs Digital ad spending...................................................................................................... 40 Table 5. TV vs Digital video ad spending (% change)......................................................................... 41 Table 6. Percent share of global ad spend by media type. ................................................................... 41 Table 7. Percent change in traditional advertising spend in next 12 months ....................................... 43 Table 8. Percent change in marketing spending in next 12 months. .................................................... 44 Table 9. Change in digital and traditional advertising spending in next 12 months by sector. ............ 44 Table 10. McCarthy's Producer-oriented model: The 4Ps ................................................................... 87 Table 11. Lauterborn's Consumer-oriented model: the 4Cs ................................................................. 87 Table 12. Seymour Fine's expanded 4Ps: the 7Ps ................................................................................ 88. XVII.

(19) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. 中文表目錄表 1. 美國報業傳媒公司 2012 年總收入 .......................................................................................... 190 表 2. 報紙廣告支出 2000-2012 ........................................................................................................ 191 表 3. 平面廣告類下降指度 2003-2012 ............................................................................................. 192 表 4. 電視 vs 數位廣告支出 .............................................................................................................. 194 表 5. 電視 vs 數位廣告支出(百分比變化) ....................................................................................... 195 表 6. 全球廣告支出按介質類型的市場份額％ ................................................................................ 195 表 7. 傳統的廣告花費在未來 12 個月的百分比變化 ...................................................................... 197 表 8. 營銷支出在未來 12 個月的百分比變化. ................................................................................. 197 表 9. 傳統和數字依部分在未來 12 個月的廣告開支 ...................................................................... 198 表 10. 4P: McCarthy 以生産商為導向的模式 .................................................................................. 231 表 11. Lauterborn 以消費者為導向的模式的 4Cs ............................................................................ 231 表 12. Seymour Fine 7Ps ................................................................................................................... 231. XVIII.

(20) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. Chapter 1 Introduction. 1.1 Motivation About two decades ago, it was a commonly accepted knowledge that the advertising industry was a cutthroat field. Competition of the brands were foremost, with major international agencies like J. Walter Thompson, Ogilvy & Mather, and Saatchi and Saatchi ruling the roost, scoring big accounts and winning every advertising award. Now the advertising industry is in a state of flux. It has become stale and predictable, despite efforts of the advertising agencies to one-up each other in order to win over the consumers. During the last two decades, young but formidable ad agencies like Crispin, Porter + Bogusky (CP+B, notorious for the legendary Burger King ads) and Wieden + Kennedy (W+K) are very much on the radar but getting the much needed results by employing a totally different kind of approach from traditional advertising. And the big agencies followed suit. Advertising, like every other creative industry it seems, has had to evolve fast and reinvent itself in order to survive and communicate efficiently in the new and ever changing media landscape. In their classic book, Positioning: The Battle for your Mind, authors Al Ries and Jack Trout points out, “Today’s marketplace is no longer responsive to the strategies that worked in the past. There are just too many products, too many companies, and too much marketing noise.” Consumer behaviour changed, and by necessity, so did advertising strategies. Where once consumers would be inundated a full tri-media advertising campaign, we are now in an age where technology has afforded the consumer with a virtual remote control: what media we choose to consume is in our hands. And, although still the usual recourse to take (for big companies with generous budgets, at least), the traditional channels of TV, print, and radio are no longer always the most effective for a brand to reach its target audience. For small medium enterprises (SME) swimming in a pool of other SMEs who are all struggling to be noticed, it is a battle of creativity and strategy. In that similar vein, for non-profit and non-governmental organizations, they are at an even greater disadvantage.. 1.

(21) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. This brings forth the question: how does one communicate their message across to the consumer already blasé and weary of all the advertising and marketing clutter? More importantly, are the right messages getting to the right people? Radical and unconventional, is guerrilla advertising the answer to this dilemma? Does it have what it takes to become the new trend in advertising?. 1.2 Purpose and Objectives Through the analysis of case studies, this study shall: . Explore the potential of using guerrilla marketing for non-profit organizations.. . Attempt to determine the factors that constitute a good guerrilla advertising as against the principles of traditional advertising.. . Explore the benefits and potential negative effects of using guerrilla advertising. . Attempt to determine and analyze the factors that may influence the level of acceptance of the consumer (culture, psychology, gender-oriented) (Being a fairly new form of advertising format, there are issues of acceptability by the consumers.). . Because NPOs and NGOs strive for and are expected to be politically correct, what are the ethical risks and legal dangers?. . Since guerrilla advertising is, by nature, more risqué, is the public more open now to accept it?. . Raise the question: will it lose its edge once it becomes mainstream?. 1.3 Scope of Study and Demarcations. 1.3.1 Scope of Study Although at the beginning, guerrilla advertising seems to be tailor-made for by SMEs with its low-budget strategies, in recent years, large, multi-national companies have also employed the use of guerrilla advertising to cut through the advertising clutter. 2.

(22) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. Therefore, although the last part of this thesis will focus on non-profit organizations, for a proper and encompassing presentation of guerrilla advertising, case analysis in this thesis shall study guerrilla advertising for both commercial (major brands and SMEs) and nonprofit entities, determine the differences (if any) and common factors in either its success or failure. Guerrilla advertising takes on many various forms. In most of them, visual images play an important role. This study shall put its focus on visual and graphic representations, including posters, bus ads, transient ads, ambient ads, stickers and decals.. 1.3.2 Demarcations In spite of its extensive usage in recent years, the fact that guerrilla advertising is considered, as yet, a nascent and emerging form of marketing communication tool that shows itself in various forms and methods. As of the time of this writing, marketing and advertising experts have yet to present a clear and absolute definition of what guerrilla advertising is. Viral web advertising will be mentioned in this study and is a major and most effective form of guerrilla advertising, but specific analysis of this aspect merits an independent research, and therefore, will not be included in this study. Market research plays an important role in formulating any advertising endeavor, more so for guerrilla advertising, but in an advertising agency, this function is usually carried out by the account planner and not the creative team. Moreover, market research is an extensive and complex task whose accuracy and credibility is better achieved when done exhaustively and with a larger sample to ensure that the effect of any variables within the sample are not exaggerated. Therefore, the researcher will base her consumer research on any pre-existing data that will be provided by the proposed subject.. 3.

(23) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. 1.4 Structure of the Thesis. 4.

(24) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. 1.5 Methodology and Procedure Because there is no absolute definition yet of guerrilla advertising as yet, this thesis shall employ a qualitative method which will use such techniques as philosophical analyses, descriptive observation, case studies analyses, at times touching on ethnography. Literary review will include pertinent background on advertising – its theories, characteristics, functions and classifications, factors responsible for its success or failure. From these the researcher shall attempt to analyze how guerrilla advertising could become the solution to those problems. There are several aspects to consider in guerrilla advertising, therefore this research shall also include literature research from the advertising and marketing point of view, as well as from a guerrilla warfare standpoint. As guerrilla marketing rarely involves a whole series of advertising campaign, but rather individual cases, or short bursts, this study shall include advertisements of different natures, from commercial brands to non-profit organizations. The main method of research for this study is the case study analysis. Since the subject is about creating guerrilla advertising for non-profit organizations, the case analysis will center on past advertisements of nonprofits. Guerrilla advertising is almost always localized events; therefore, each case analysis will take into account the country it was carried out in, as well as the effect of its culture, and consumer behaviour. In the creative process, a short consumer survey will be conducted online for approximately one week. Its purpose is in no way to gather empirical data, but rather better understand consumer behaviour that will become useful in designing the ads.. 5.

(25) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. Chapter 2 Literature Review 2.1 What is Advertising? “It may be the most powerful art form on earth”, says award-winning American copywriter Mark Fenske. And he’d probably be right, though describing advertising as “art” is still in contention.1 Because of the advancement in industrialization nowadays, the supply of goods is more than the demand for it. In these cases when supply comes first, it is up to a good advertisement to create the demand, to tell us we need something even before we think we do. The economic impact of advertising has pervasively invaded practically every aspect of our lives, quietly proliferating across every available surface and airwave our senses can detect, and touches just about every industry there is. Oftentimes the supply comes first. But it is up to a good advertisement to create the demand, to tell us we need something even before we think we do. That is the power of advertising.. 2.1.1 Definition of advertising The word “advertise” originates from the Latin word advertere2, meaning to turn toward or to take note of. Indeed, one of the main purposes of advertising is intended to attract attention and generate some response from then viewer. It is highly pervasive, especially in today’s consumerism-driven society. Everywhere we go, we are unlikely to escape some form of advertisement. Early 20th century adman John E. Kennedy expounded an axiom that advertising is “salesmanship in print, driven by a reason why”. His colleague, Albert Lasker - the man generally regarded as the father of modern advertising, advocated it throughout his illustrious. 1. (Kirkpatrick, 2007, p. 94) Some contend that advertising is not art because, while certain elements of art are used in the development of ads, unlike art, advertising “does not project its creator’s metaphysical value judgments”, therefore, the standards of good art should not be applicable to advertising. 2 Oxford Dictionaries gives the etymology of the word “advertising” as thus: Late Middle English: from Old French advertiss-, lengthened stem of advertir, from Latin advertere 'turn toward'.. 6.

(26) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. career.3 Times were much simpler then, there was only print ads, no radio, no TV, and no internet. But the essentials of his definition remain significant: advertising, for all intents and purposes, is “salesmanship…driven by a reason why”. Advertising, as we know it today, has been defined as “the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” 4 (Bovée, 1994) The American Marketing Association currently defines advertising as thus: “The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas. “5 Robin Landa, in her book “Advertising by Design: Creating visual communications with graphic impact”, also states that advertising “differentiates brands and causes, ultimately sells brands, and calls people to action.” It should “inform, persuade, promote, or motivate people on behalf of a brand or social cause.” 6 (Landa, Advertising by Design: Creating visual communications with graphic impact, 2004) Advertising is any controlled form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor that is used to inform and persuade the selected market. (Bolen, 1981) From these statements we can conclude that: . Advertising is the communication of non-personal commercial messages. Non-personal because the seller (or ad agency) is not advertising to the consumers face-to-face. These information are aimed at mass audiences or specific target market, not at specific individuals. It is done in a creative manner to attract and retain the attention of its targeted audience.. 3. Citing John McDonough, “FCB: From One-Man Fiefdom to Global Powerhouse,” Advertising Age, Commemorative section: “FCB at 20,” December 13,1993. (Arens, Schaefer, & Weigold, Essentials of Contemporary Advertising, 2nd Ed., 2008, p. 4) 4 Bovée,C. & Arens, W. (1994). Contemporary Advertising 5th Edition (The Irwin Series in Marketing). Boston: Irwin, 1994, p.6. 5 http://www.marketingpower.com/_layouts/dictionary.aspx?dLetter=A 6 Landa, R. (2004). Advertising by Design: Creating visual communications with graphic impact. p.3, Wiley; 1 edition (June 9, 2004).. 7.

(27) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. . It is communicated through any form of media, which include print media (newspaper,. magazines, flyers, posters),. broadcast media (radio,. television), outdoor media (billboards, bus ads, transit ads, etc.) and internet (email ads, pop-up ads). . It is usually paid for or sponsored by business corporations or institutions. Majority of advertising is commercial, as the primary purpose of advertising is to make profit. The exception to this is non-commercial advertising. This is sometimes used by politicians and public figures to gain political support or promote ideas. It is also used by interest groups, religious and civic organizations, government agencies, and non-profit organizations to advance a certain cause, raise funds and influence the actions of its audience. Called public service announcements, this kind of advertisement is usually sponsored by the media itself.. . It is used to provide and convey fundamentally truthful information, to increase awareness of a brand, product or cause, and ultimately to persuade and motivate people into action.. . It is used to establish brand identity and build brand loyalty.. 2.1.2 Basic Classifications of Advertising Different factors affect the importance and efficacy of an ad on its audience, hence advertising can be classified by different criteria. Some of the most basic ones are: I. By purpose. Based on this criterion, advertising is classified into commercial (sometimes called product-related advertising) and non-commercial advertising (or public service advertising). The majority of advertisements today are commercial advertising, which is to sell products or services for the purpose of making a profit. Commercial advertising is further divided into the following: o Product Advertising. Product advertising accounts for the majority of advertising expenditures. This may be advertisements and promotions for new, existing, or revised products, and mostly emphasizes the features or functions. 8.

(28) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. of a product. If the intent is to sell ideas, then it is called non-product advertising. o Retail Advertising. Most of the time, but not always, retail advertising is local, focusing on a store where a particular service or selection of products may be offered or purchased. In the case of retail chain stores, they advertise nationally. This kind of advertisement puts stresses details such as price, availability, location, chain or in-store promotions, and operating hours. o Corporate Advertising (or Institutional Advertising). Many people believe that corporate advertising does not have a direct effect on sales. Corporate advertising doesn’t ask the viewer to buy their products. Rather, the main purpose is to increase awareness and enhance the company’s image in the eyes of the people. However, a series of marketing research studies sponsored by Time Magazine came out with evidence to the contrary.7 8 (Doves, 2011) It is, therefore, considered as “indirectly commercial”. (Barron, 2012, p. 61) The other type of advertising in this classification is its opposite, the non-commercial advertising (or nonprofit advertising), whose primary objective is to promote a message to change attitudes, behavior, or belief for the benefit and social welfare of the public at large, instead of making profit. Types of noncommercial advertisements include: A. Public Service Advertising (PSA). Public service advertising are advertisements done in the public’s interest and to promote welfare. These advertisements are usually created by professionals in the advertising field in cooperation with local TV and radio stations for free. The most 7. The research was conducted by the research firm Jankelovich, Kelly & White. In the first of these studies, researchers evaluated ten companies, five of which were doing corporate advertising at the time of the research, and five that were not. The respondents were 700 middle- and upper-management executives in the top 25 U.S. markets. Their research findings show that: “…the companies using corporate advertising registered significantly better awareness, familiarity, and overall impression than companies using only product advertising. In fact, the five corporate advertisers in the study drew higher ratings in every one of 16 characteristics measured, including being known for quality products, having competent management, and paying higher dividends.” (Doves, 2011). 8. An even more interesting aspect of the findings that the research uncovered was that, the five companies with no corporate advertising spent considerably more in total advertising than the firms doing corporate advertising.. 9.

(29) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. commonly seen PSAs are for charity organizations, health awareness organizations, and social and civic organizations that promote a certain cause (e.g. the “don’t drink and drive” ads, or the against drugs and violence ads) B. Advocacy Advertising. Similar to the public service advertisement in nature, advocacy ads focuses on the propagation of ideas, as well as the clarification of controversial social issues of the times, like conserving wildlife, energy and protecting the environment, etc. (Lee & Johnson, 2005, p. 10) In recent times, many firms have incorporated advocacy for social causes to their advertising strategy, which is, in a way, a corporate advertisement. C. Political Advertising. As the name implies, political advertisements are used by politicians to convince voters to cast their vote in their favour. It is sometimes called campaign advertising, and are used to sway voters, convey their political message and agenda, and in many of the cases, to attack the opposing candidate (called “attack ads”). When the primary purpose of an ad is to promote a social cause, then it may be considered as noncommercial advertising. The biggest difference between commercial and noncommercial advertising is the expectation from expenses incurred in advertising by the advertiser. Commercial advertising prompts immediate action (which hopefully will result in sales), while noncommercial advertising promotes awareness (provides information about a certain cause). (Mohan, 1989, p. 344) II. By target audience. Advertising is categorized into consumer and business advertising: consumer advertising is designed to reach the consumer or end-user, and business advertising is aimed at industrial users, resellers and professionals. III. By medium. The most common form of classification, advertising here is categorized into print advertising (which includes newspaper ads, magazine ads, posters, flyers, etc.), broadcast advertising (radio and television ads) and outdoor advertising (billboards, transit ads, ambient ads).. 10.

(30) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. IV. By demand influence level. This criterion is divided into two: Primary demand stimulation is used to create a demand for a product category, or an entire industry or class of product, rather than a specific brand when a product is new and without competition in the market. It is usually introductory in nature and is in the first phase of the advertising cycle. The other one is Selective demand stimulation, which creates demand for a particular brand, and is used when the product has reached a market growth, and competition has already entered the market. This type of demand is always used by individual firms, and operates under the assumption that there is a primary demand for the generic product, placing emphasis on the specific brand. 9 (Mandell, Advertising, 1980, p. 14) V.. By appeal models. In advertising, appeal models refer to the ways of persuasion of an ad. This is categorized into rational and emotional appeal.10 . Rational appeal, also known as hard sell advertisement, utilitarian appeal or functional appeal (Sirgy, 1991), refers to left-brain ads that reach out to the consumer by presenting detailed information and hard facts, statistics and numbers, informing them of one or more key benefits that are perceived to be highly functional or important to target consumers. Rossiter and Percy (1987) referred to this as "informational advertising.". . Emotional appeal, also known as soft-sell, value-expressive (image) or symbolic appeal (Sirgy, 1991), on the other hand, persuades the consumer by appealing to their emotions with images, abstract ideas and feelings. These result in the so-called right-brain ads, which involves building a "personality" for the product or creating an image of the consumer (Ogilvy 1963). Rossiter and Percy (1987) referred to this as "transformational advertising.". VI. By geographic area. There are four classifications based on the area of operation: local, regional, national, international. A restaurant or retail store will use local advertising in its immediate area of business operation because that’s where most 9. Mandell explains that, categorizing advertisements based on this classification is done “theoretically”, because in actual practice, there is often an element of primary demand in a selective demand advertisement, and vice versa. Hence, classification is done only by determining the relative degree of primary or selective demand in an ad. (Mandell, Advertising, 1980, p. 52) 10 Percy (Percy, 2012) counters that “All advertising is ‘emotional’” because emotion is an essential part of rational decision-making and behaviour, “therefore the rational versus emotional” argument is erroneous.. 11.

(31) A Study on the Use of Guerrilla Advertising for Non-profit Organizations. of their customers are, while national companies tend to place their advertisements nationwide.. 2.1.3 Functions of Advertising From the first town criers of ancient Greece and through to the Middle Ages, who went about advising the public of news, sales and important events, one of the main functions of advertising is, without doubt, to provide information. Being the main tool of marketing communication between marketers and consumers, the potential of advertising was greatly heightened by the advent of the printing press, as marketers recognized the latent possibilities of this new media. Print ads became the main form of advertising for hundreds of years, but encountered one main hurdle that was difficult to overcome. Most newspaper ads are usually composed of texts accompanied by some graphics, the efficiency and effectiveness of newspaper ads are dependent on the literacy of the consumer, which, in the 16th century is a privilege of the nobility, the rich and the bourgeois. During the last century or so, two other main forms of advertising evolved along with technology: radio and television. Not only did radio and TV obliterate the problem of literacy, its vast reach over the masses also makes it more powerful, having both auditory and visual appeals with graphic imagery and sound to carry the message across even more effectively. They have, in fact, taken on the role of the modern-day town crier. The last two decades also saw a new form coming into prominence – the internet. Despite the different medium used, all of them have more or less the same functions and purposes. It is a tacit and accepted fact that advertising is a marketing instrument to help companies sell their products or services. Some argue that advertising has two separate but “central and correlative functions”, one of persuading and one of informing consumers, and suggests its differences on the basis of morality. (Santilli, 1983) Regardless of that, none of the functions of advertising exists exclusively without at least another of its functions to complement it. The most basic functions of advertising are:. 12.

游擊廣告之研究與創作 以公益廣告為例

游擊廣告之研究與創作以公益廣告為例