平面廣告文案向來是廣告策略之一重要手段,然而目前實務應用上對於廣告文案設計仍缺乏一套系統化的分析方法,以對於不同涉入程度的產品與處於不同產品生命週期之平面廣告文案應如何設計提供較具科學性的建議。本研究以市售柳橙汁廣告文案為研究對象,採取聯合分析法,先利用過去廣告文案設計及廣告策略相關文獻整理出適當屬性,再根據直交設計建立考慮集合並呈現給受測者進行偏好評估,經由對受測者的資料分析發現在廣告代言人的選擇上,當使用習慣建立之後,即使捨名人而選擇普通人做為廣告代言人,亦不會降低受測者對廣告文案的偏好。而根據受測者迴歸係數所做之集群分析中,發現在所有受測者中亦出現兩個較為明顯的消費者集群:其中一群消費者對新品牌接受度較高,但對於廣告代言人則較為偏好普通人;另一群對處於成熟期的柳橙汁產品較為偏好的消費者在廣告代言人方面則是較為偏好名人;其餘在文案主題以及產品使用情境上,各群消費者所呈現之偏好結構則均相同,均為偏好強調新鮮度與早嶽禸洏帢★牷C
The design of advertisement is always an important decision of marketing strategy. To study the preference structure of consumers in different brands of orange juices under different product life cycle, this thesis chose the meaningful advertisement properties through surveying literature first then built considerable sets by orthogonal design for consumers to give their preference scores. The preference structure of each individual was built through conjoint analysis and consumers were clustered into three different groups by utilizing clustering analysis. The main difference among groups is the preference of the person in the advertisement who endorse the product. Group 1(favor the virtual product: Freshing ) prefer ordinary man to endorse orange juice while group 3 (favor the mature product: Daily C and 鮮採柑橙) prefer celebrity to endorse the product. By the result of the analysis, this thesis gives advise about proper marketing strategy to firms which promote juice products in different product life cycle.