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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/10889


    Title: Applying Advertising Planning Strategy of FCB to Leisure Industry: The Interactive Effect of Product Types and Advertising Appeals on the Brand Experience
    Authors: Charlie
    Contributors: Department of Leisure and Recreation
    Keywords: FCB grid;Brand experience;Advertising planning
    Date: 2010
    Issue Date: 2010-11-07 17:44:10 (UTC+8)
    Publisher: Asia University
    Abstract: 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.
    Appears in Collections:[休閒與遊憩管理學系] 博碩士論文

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