Applying Advertising Planning Strategy of FCB to Leisure Industry: The Interactive Effect of Product Types and Advertising Appeals on the Brand Experience
碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 98 === 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...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/64686146312408856398 |