應用聯合分析法於廣告文案設計之研究--以果汁飲料產品為例
Date Issued
2004
Date
2004
Author(s)
戴紹華
DOI
zh-TW
Abstract
The design of advertisement is always an important decision of marketing strategy. To study the preference structure of consumers in different brands of orange juices under different product life cycle, this thesis chose the meaningful advertisement properties through surveying literature first then built considerable sets by orthogonal design for consumers to give their preference scores. The preference structure of each individual was built through conjoint analysis and consumers were clustered into three different groups by utilizing clustering analysis.
The main difference among groups is the preference of the person in the advertisement who endorse the product. Group 1(favor the virtual product: Freshing ) prefer ordinary man to endorse orange juice while group 3 (favor the mature product: Daily C and 鮮採柑橙) prefer celebrity to endorse the product.
By the result of the analysis, this thesis gives advise about proper marketing strategy to firms which promote juice products in different product life cycle.
Subjects
飲料產品廣告策略
marketing
advertisement
Type
thesis
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