Applying Advertising Planning Strategy of FCB to Leisure Industry: The Interactive Effect of Product Types and Advertising Appeals on the Brand Experience

• Main Authors: Charlie, 李奇翰
• Other Authors: 張曼玲
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/64686146312408856398

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 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.