A Study of Fruit Beer Advertising Endorser: Using Zheng-long Lan as an Example
碩士 === 大仁科技大學 === 文化創意產業研究所 === 101 === Taiwan Tobacco & Liquor Corporation (TTL) launched fruit beer in 2012 and made NT$ 925,840,000 within 9 months. It is a rare case that such a new product could sell so well. Therefore、this study investigates the relationship between advertising endorsers、c...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/j6qsk8 |
| Summary: | 碩士 === 大仁科技大學 === 文化創意產業研究所 === 101 === Taiwan Tobacco & Liquor Corporation (TTL) launched fruit beer in 2012 and made NT$ 925,840,000 within 9 months. It is a rare case that such a new product could sell so well. Therefore、this study investigates the relationship between advertising endorsers、commercial airing methods、advertising effectiveness、and actual sales.
TTL mainly uses celebrities as the advertising endorsers in the fruit beer commercials. Along with concentrated commercial airing schedules、the commercials reached great advertising effectiveness. The data of this study was collected through surveys and analyzed via SPSS 18.0 Statistics for Windows、T-Test、One-Way ANOVA、and Path Analysis. The conclusion was based on the analytical results.
The study focused on the advertising endorsers、commercial airing methods、and advertising effectiveness、and affirmed that Zheng-long Lan、the advertising endorser for Taiwan Fruit Beer、is attractive、friendly、fresh and trustworthy. The attitude of advertising endorsers and commercial airing methods both have direct influence on advertising effectiveness. The result of this research indicates that concentrated commercial airing method can lead to great advertising effectiveness within a short period of time. However、over advertising lowers receivers』 memory of commercials. Thus、I recommend that advertisers spend the same amount of money on airing commercials and choose pulsing method in order to elevate advertising effectiveness and lower advertising decay. I hope this study can be used by TTL as their future reference for searching advertising endorsers.
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