| Summary: | 碩士 === 國立臺灣師範大學 === 音樂研究所 === 92 === Our research is to discuss the market benefit of advertisement in the music industry, and is to take a deeper look at the meaning of advertisement strategies and its marketing functions by focusing on the target issues and collecting relevant information. Then by implementing a survey called “The market benefit of advertisement in music industry,” we will be able to understand its functions in promoting the music. Finally, we will be having interviews with the marketing staffs and producers in music advertisement business and explore the mapping of the strategies and the actual process of producing the music. With this inductive reasoning in our research, we will then provide our conclusion and suggestions as a strategic reference for the advertisement in the music industry.
The followings are the objectives：
1. To realize the meaning and the relation in advertisement and marketing.
2. To understand the influences of music in advertisement and consumers.
3. To explore the demands, forms and changes in presentation in the ads in music industry.
4. To analyze the key factors of music creativity to the marketing benefits.
5. To come up with a strategy for the advertisement in music industry, according to our research result, as a reference in music producing and tactics plotting.
Our research has come up with the following conclusions through a serious discussion with many supported documents, and by conducting a very effective survey and interviews：
1. Television advertisements have to focus on the marketing issue and measure heavily on the watching behaviors of the audience. And also, they must well utilize the properties of multimedia in order to raise the marginal benefits of the advertisement.
2. Music ads must understand the consistency and integrity of the main focus, and build up the reputation of high quality in their goods, in order to achieve a mutual benefit.
3. Music ads must understand the varieties in the consumer groups, ads planning, and music creations to meet the needs of the audience in order to reach the strategic objectives.
4. Music ads must seek for the assistant of latest technology to construct the product image through music advertisement and to emphasize on the personal needs, creativity and quality so that the added values of the product can be accumulated.
5. Music ads have to understand the importance of the mainstream of the market, the integrity of the music creation, and the recruit of professions, in order to level up the benchmark of culture in advertisement.
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