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名人代言電視廣告公益行銷手法之研究－以全家超商Fami霜淇淋為例
MARKETING METHOD OF CELEBRITY'S ENDORSEMENT TV ADV. - CASE FOR FAMI'S FROST CREAM
摘要
自從1988年，統一超商請名人為其商品廣告代言，引起其他超商紛紛群起效尤。企業透過你消費我樂捐的公益行銷策略，創造善盡社會責任新觀念，企圖說服消費者，消費的同時也能幫助偏鄉弱勢兒童，兼作公益。研究旨在探討全家超商愛's 霜淇淋電視廣告所呈現出之社會階級意識有何社會文化意涵與整合行銷策略。透過文獻探討、比較分析及符號學等方法，深入剖析並比較全家超商愛's霜淇淋與其他超商廣告差異之處。研究結果發現，廣告中呈現出弱勢家庭與都會白領中產階級，藍領勞工家庭與社會菁英的兩種樣貌。全家運用電視廣告情節，描寫本土清寒家庭在物質需求與親情間不斷地壓抑與喘息，企業關懷轉化成為弱勢家庭有情溫暖的協助者。全家霜淇淋運用整合行銷策略，透過頻繁推出新口味製造話題，並結合社群名人代言公益行銷，搶得市場心占率及市占率。研究最後再針對超商物流行銷通路商提出二點行銷策略建議。
並列摘要
1986, Seven-Eleven, the convenience store in Taiwan, invited the artists for endorsement her Double Shot Frost Cream's product. It triggered a wave of following for the strategic model. For the social responsibility and high-quality brand, the company created some new ideas for the consumers. One of them was that the consumers could help the charities and the children in some rural schools by consumed the company products. The aim of study was to delve the means and the strategies of social and cultural implications about the social class consciousness in the Double-gun frost cream TV adv. By analyzed and compared the differences between double-gun frost cream and other store, the methods of literature research, comparative analysis and semiotic studies be used. From the TV adv., the study found two types of society, the classes of urban white-collar middle and the blue-collar labor. The Fami describe the material needs of poor families in the country and the suppressive wheezing of poor families by used the storyline of the advertisement. From care to be a ardent helper for disadvantaged families, the Fami used an integrated marketing strategy to create topics through frequent launches of new tastes, and combines social celebrities with charity marketing to capture the speed of marketing. Finally, two marketing strategies were proposed for the supermarkets.