Advertisement game

Author: Huang Wenbo
Publisher:
Publish Date: 2003-01-01
Features: The advertising industry in Taiwan is booming. If you don’t believe it, just look at the world’s renowned advertising agencies—none have failed to enter the Taiwanese market! Taiwanese advertisers have a bright future, with so many media platforms—magazines, newspapers, radio, television, and cable channels—where countless people dream of finding their place in this industry, just like the Alice girl in the fairy tale! However, as Taiwanese advertisers, they may face pain, and the primary source of this pain is the difficulty in acquiring new knowledge. While famous advertising companies may have their own educational training systems and unique skills, the circulation of knowledge and expertise within the entire industry remains poor. The advertising industry in Taiwan resembles China’s traditional master-apprentice system, where masters teach apprentices, each following their own lineages, passed down through word of mouth. Yet, for the entire advertising community, if you want to further your education, there are very few books that truly belong to advertisers! Advertiser Sun David Wang once shared an experience: Early on, the renowned local advertising agency DDB (Direct Broadcast Bureau) published several professional advertising books, one of which was "How to Multiply Sales by Nineteen and a Half." Unfortunately, they went out of print and became lost, leaving Sun David Wang with only a "last surviving copy" that he had to reprint and circulate. The difficulty of circulating advertising expertise in Taiwan is easy to imagine! For advertisers working in advertising agencies, their struggles can still be somewhat compensated by internal mentorship. But for advertisers working for advertisers (in general roles), the challenge of lacking professional knowledge is far harder to overcome. On one hand, there are too few of them to conduct internal on-the-job training. On the other hand, even if they want to self-study, there is a lack of textbooks! Whose fault is it? Of course, it’s not the advertisers’ fault. If we must point a finger, it’s that advertisers are either too few in number or not very willing to spend money on books or read them, which is why publishers are reluctant to cater to them. Advertising books are always struggling to survive in the vast sea of business management books, a mere drop in the ocean, as hard to find as creativity! As publishers, the advertisers’ struggle for professional books is naturally our fault. That’s why BusinessWeek Publishing has launched the "Advertising Library." We want to say: Hey, advertisers, we’re here! The "Advertising Library" series is not just about introducing professional knowledge. We are more than willing to target advertisers as our primary audience, as well as the people and affairs within the industry. Of course, professional knowledge will still be the core of the series. We hope that one day, when advertisers feel they lack something, there will be a book in the "Advertising Library" that can meet their needs promptly! Naturally, the "Advertising Library" will uphold our philosophy of publishing bestsellers, maintaining its、、、 qualities. We hope that advertisers, with their usual respect for professionalism and pursuit of knowledge, will join us on a rich journey in the world of advertising.