FCB的廣告規劃策略在休閒產業的應用：產品類別與廣告呈現方式對品牌經驗的交互效果

Applying Advertising Planning Strategy of FCB to Leisure Industry: The Interactive Effect of Product Types and Advertising Appeals on the Brand Experience

張曼玲(Man-Ling Chang) ； 錢曉慧(Hsiao-Hui Chien) ； 李奇翰(Chi-Han Li)

《服務業管理評論》 10期 (2012/12) Pp. 1-27

https://doi.org/10.29858/SIMR.201212.0001

摘要

本研究主要目的在於，探究FCB之廣告規劃策略是否可有效應用於休閒產業；換言之，本研究企圖瞭解不同的休閒產業產品類別，應使用何種廣告策略可創造消費者最大的品牌經驗並獲得利益。為驗證本研究目的，我們將研究範疇設定在提供休閒活動的服務產業。根據四種產品類別（健康俱樂部、KTV、音樂演唱（奏）會、偶像劇）以及四種廣告策略（資訊、情感、習慣、滿意型），形成4×4的因子實驗設計。本研究根據各廣告策略設計平面廣告，將平面廣告和問卷放置網路上，採用網路問卷的方式進行發放，並使用e-mail轉寄問卷訊息，總共回收640份問卷。研究結果顯示，健康俱樂部應使用習慣型廣告策略，而音樂演唱（奏）會則應使用資訊型及習慣型廣告策略，可創造較高的品牌經驗。此結果迥異於FCB廣告規劃策略之理論，換言之，此理論策略無助於建立休閒產業之品牌經驗。本研究之發現可作為休閒產業在規劃廣告策略的參考。

關鍵字

FCB ； 品牌經驗 ； 廣告呈現方式

並列摘要

The objective of this study is to explore whether the FCB advertising planning strategy works for the leisure industry. In other words, this study attempts to identify the appropriate advertising strategy, which can create the maximal brand experience, for specific product category in the leisure industry. The research scope was confined to leisure industries. The study employed a 4×4 factor design, with four product categories (i.e., fitness club, KTV, musical concert, and trendy drama) and ad strategies (i.e., informative strategy, affective strategy, habitual strategy, satisfaction strategy). Several original ads for four product categories were created based on ad strategies as the stimuli. Data were collected via an e-mail invitation and web-based questionnaire. A total of 640 useful questionnnaire were collected. The findings showed that habitual ad strategy was appropriate for fitness club, whereas informative and habitual ad strategies could create higher brand experiences for musical concert. These results were inconsistent with the FCB theory. In other words, this theory cannot aid the development of brand experiences. The findings of this study can offer reference for advertising planning of the leisure industry.

並列關鍵字

FCB grid ； Brand experience ； Advertising planning