The Influence Of Green Product Advertising Appeal Toward Advertising Effect

• Main Authors: Shiang-Chieh Yen, 顏向頡
• Other Authors: Peter Lee
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/37022843427235166869

碩士 === 育達商業技術學院 === 企業管理所 === 95 === The growing awareness of environmenatal consciousness has force the business not only foucus on mass production, but also try to implement environmental protection into their business practices. Green appeal become a critical strategy for incresing green product sales in advertising activities. This study aim to find out the influence of green prduct appeal toward advertising effect through the analysis of media type, namely digital media, printing media and internet, and advertisemant frequency. The results shown that: 1) Media type and advertisement frequency influenced the advertisement effect significantly. 2) Digital media has better presentation and effect on its green appeal. 3) 1-10 frequency of advertising exposure is needed for better advertising effect. And, media type are critical than advertisement frequency in terms of advertising effects.