| Summary: | 碩士 === 國立政治大學 === 企業管理研究所 === 91 === There are many kinds of promotional activities. It is a worthwhile problem to investigate the synergy between promotional mixes. Recently, the academia and business start to pay attention to this problem and brought up the importance of “Integrated Marketing Communication”. It means that only integrated promotional strategy can effectively utilize marketing resources to reach the greatest synergy in today’s increasingly competitive market.
Therefore, the purpose of this study is to examine the effects of “presence and types of promotion” (price promotion, premium promotion, and no promotion), the “types of presentation of the brand” (directly compare and separately compare ─ with feature advertisement), and “brand tier”（high quality/price brand and low quality/price brand）on ”the variation of consumer choice rate”, including the moderator of “product type”（functional product and hedonic product）.
The conclusions are as follows：
1.The effect of hedonic premium of hedonic products is better than price promotion, but it’s not significant.
2.The effect of functional premium of functional products is equal to price promotion and even better.
3.When directly compared, the price promotion effect of low quality/price brand is better than that of high quality/price brand. This finding is opposite with the research conclusions drawn before.
4.When feature advertisements and premium promotions are proceeding simultaneously（that is, in the separate comparison condition）, the amount of increase in consumers’ choice rate after the price promotion is about the same for low quality/price brand and for high quality/price brand. However, in the direct comparison condition, the amount of increase in consumers’ choice rate is significantly greater for the low quality/price brand than that for the high quality/price brand. This finding is opposite from the research conclusions drawn before.
5.In the direct comparison condition, the effect of premium promotion of low quality/price brand is better than that of high quality/price brand.
6.Proceeding feature advertisements and premium promotions simultaneously is more advantageous for the high quality/price brand than for the low quality/price brand.
7.For Both functional and hedonic product, the effect of premium promotion is better than price promotion.
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