| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 96 === Advertisement is becoming one of the most important marketing tools for financial products. This thesis is to study whether the communication effect of financial product advertisement will be influenced by the fit between the investment goals and the advertisement message. The research is primarily processed by experiment design and it proved that for a relatively higher-risk-higher-return financial product, marketers will gain better communication effect by using: a) message which emphasizes possible gain, b) message which emphasizes product superiority, c) message which emphasizes long-term investment. The research also proved that, on the other hand, for a relatively lower-risk-lower-return financial product, marketers should utilize a) messages that emphasize possible loss-prevention, b) messages that emphasize product similarity, c) messages that emphasize short-term investment to improve the communication effect of financial product advertisement.
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