| Summary: | 碩士 === 輔仁大學 === 織品服裝學系 === 93 === Men’s formal office wear has always been characterized by having a fixed and standardized identity, whether the new trend of casual office wear can replace formal office wear ; advertisement is an important tool that is used often in sales communication ; and promotion activity is the quickest way to stimulate sales used by business, whether combining different clothing styles and promotion tactics in affects advertisement preference in Taiwan’s different region and different generation is worth studying.
This research is set as an exploration study using four factor groups. The main purpose is to study how interaction of different clothing styles (formal and casual wear), promotion tactics (direct discount and giveaway), location (south, north region) and generation (senior, adult, young) affects advertisement preference. This research came up with the following conclusions:
1. Adult male consumers from the north prefer formal wear advertisements with direct discounts.
2. Senior male consumers from the south prefer casual wear advertisements with direct discounts.
3. Senior male consumers from the south prefer formal wear advertisements with direct discounts.
4. Adult male consumers from the south prefer casual wear advertisements with indirect discounts.
At the end, the result of this study will provide relevant suggestions to manufacturers and marketing officers for reference.
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