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

李奇翰(Charlie)

指導教授 ： 張曼玲

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2010年)

摘要

本研究主要目的在於，探討不同的產品類別下，FCB理論於建立品牌經驗的有效性。換句話說，瞭解何種產品應搭配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(資訊型、情感型、習慣型、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，並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673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為特定產業類型創造較高的品牌經驗。本研究之結果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 the application of FCB theory to the development of brand experience for different product categories. In other words, this study attempts to identify the appropriate advertising strategy, which can create the maximal brand experience, for specific product category. 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 673 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. The results of this study can offer reference for advertising planning of leisure industries.

並列關鍵字

FCB grid ； Brand experience ； Advertising planning

參考文獻

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