| Summary: | 碩士 === 淡江大學 === 管理科學學系 === 87 === “Mr. Brown Coffee”, produced by King-Car Co. in 1982, Ltd., has been the pioneering brand in the market of canned-coffee drinks went for 18 years. Nowadays, there are so many food industrial companies joining the market that the competition is much stronger. Hence, it has become the most important policy to take the effective strategy of ads for any competitors. The purpose of this study is to conduct a survey how the TV ads affect the behaviors of consumers and what are the consideration factors of selecting the effective strategy of ads.
We first selected 8 brands of canned-coffee drinks─Mr. Brown Coffee, Mr. Brown Blue Mountain Blend Coffee, Mr. Brown Colombia Coffee, Mr. Brown Mandheling Coffee, Life Master Latte Coffee, French Cafe Coffee, American Coffee, Biedermeier Cafe Coffee which their ads had high GRPs (Gross Rating Points) on TV from Jul. 1998 to Dec. 1998. Meanwhile, we used the stratified systematic sampling method to select our visitors (older than 15 years old), and then a questionnaire survey which is including 3 items, the AIO of consumers, the effects of TV ads and demographic data was carried out.
It was very surprising to find the following conclusions. The topic of TV ads based on the rurality gets more consumers’ attention. Similarly, while the consuming target aims at young men, the topic of TV ads based on young personal life could draw more these consumers’ attention too. On the other hand, we also found that consumers often appreciate the ideological ads, which make a deep impression on people , even generate the desire to buy the produce, but they also bring negative evaluation to the consumers with low attraction for their TV ads.
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