| Summary: | 碩士 === 立德大學 === 資訊傳播研究所 === 97 === This research refers related literatures in common patterns of the plane advertisement's title, and cooperates with the catering trade's entrepreneur designs ten sales promotion's advertisement titles. The researcher uses the method of questionnaire survey to conduct this research and investigate DM uses the different advertisement titles effect consumer's purchase intention in the same product and sales promotion. The researcher makes a pretest of questionnaire survey to these ten titles, selects the three highest titles to design DM, and makes an experiment and provides the formal questionnaire for these three DM that have the same product and sales promotion. According to these three DM, the researcher divides the formal questionnaire into three groups, provides one 100 questionnaires to every group, the total is 300 questionnaires, responsed 294 questionnaires, and has 286 effective questionnaires. The researcher uses the narration statistics to analyze the retrieved questionnaires' data. After analyzes the experiment's and the questionnaires' data, gets following results: 1.The product sales volume of the advertisement title has group limit will be lower than the advertisement title doesn't have. 2.The product sales volume of the advertisement title has time limit will be higher than the advertisement title doesn't have. 3.The consumer's satisfaction of the advertisement title doesn't have time and group limit will be higher than the advertisement title has. 4. The consumer's purchase intention of the advertisement title has time limit will be higher than the advertisement title has group limit or doesn't have time and group limit. The researcher uses the narration statistics to analyze the questionnaires' data of the three groups' students, gets following results: The student limits advertisement title of the student consumer's satisfaction and the purchase intention both higher than other two item of advertisement title type.
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