設計與行銷是商業活動中相輔相成的行為。尤其在直效行銷廣告中，設計更扮演著最重要的地位。只因為：直效廣告的設計，不僅是一種視覺畫面去蕪存菁的組合編排，更是一種行銷手法的巧妙安排，它不只是設計、更是創意。

廣告大師奧格威曾說：廣告的目的，就是為了銷售。過去很多企業都為了達成銷售而製作很多商品廣告，但殊不知我們所接觸到的溝通媒體，正逐漸趨向互動性直效行銷類型廣告。尤其現在市場競爭激烈、一切以業績為追求目標的企業，用直效行銷的手法吸引目標消費者、為增加銷售業績更是到了無所不用其極的地步。

因為直效行銷的廣告越來越受企業的重視，作為廣告行銷創作者怎能忽視這一個重要的領域？究竟直效廣告與一般廣告有何差異？如果不是高單價的精品，而是日常生活裡的消費用品，直效行銷廣告的視覺設計要如何運用在大型量販店的通路中？或者，直效行銷的設計在未來的廣告業界實務創作中可以帶來什麼新風貌及影響？而這些啟發或影響又能為商業社會帶來什麼的貢獻？

正是本研究創作的企圖與目的。

Design and marketing complement with each other in commercial activities. Particularly in direct marketing advertising, design plays a more critical role. As design in direct advertising, it is not only a combination of visual extract, but also a skillful marketing method. Design is itself and rather creativity.

Master of advertising, David Ogilvy said,“we sell or else.”Previously, several enterprises make commercial advertisements for selling products. However, the communication media we expose to has been shifting to interactive direct marketing advertising. Especially for the current enterprises that aim on pursuing better sales in highly competitive markets, direct marketing is completely abused to attract target consumers and increase sales.

Since direct marketing advertising has been emphasized by more and more enterprises, how could a creator of advertising marketing ignore the important field? What is the difference between direct marketing advertising and general advertising? How do we apply visual design of direct marketing advertising on commodities in hypermarkets instead on luxury goods? Or, what kind of style and effect could design of direct marketing advertising bring to practical creation of advertising? And what will these edifications or effects contribute to the commercial society? It is the objectives and intentions of this research.

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網站部分：
奧美顧客關係行銷 OgilvyOne www.ogilvy.com
李奧貝納廣告公司 Leo Burnett www.leoburnett.com
http://doit.moea.gov.tw/news_manager/pubpost/3f3.pdf
http://content.sp.npu.edu.tw/teacher/kkhuang/Shared%20Documents/資訊化系統管理/顧客關係管理之研究運用資訊科技增進顧客價值.pdf
http://tw.knowledge.yahoo.com/question/question?qid=1405102005296
http://ind.ntou.edu.tw/~ericting/download/94(1)%20SCM%20term%20paper/Carefour.pdf
http://woodyli.myweb.hinet.net/paperwrok/business3.htm
黃健峻@EasyDM研究室http://www.easydm.com/INDEX.HTML
王晴雲 家樂福供應鏈之探討http://ind.ntou.edu.tw/~ericting/download/94(1)%20SCM%20term%20paper/Carefour.pdf
Direct Marketing Institute (DMI)
http://www.dmi.co.jp
E-ICD 東方消費者行銷資料庫
http://www.isurvey.com.tw
中華民國著作權人協會
http://www.acro.org.tw
日本直效行銷協會