根據統計，近年來台灣整體市場廣告量逐漸縮減，其中，廣告主最常刪減電視廣告的預算，但就目前而言，電視廣告仍然是大部分廣告主最主要採用的廣告媒介。電視廣告能接觸到廣大層面的消費者，透過有技巧的聲音、色彩、戲劇化的呈現方式，描繪產品的特性和價值、使用者與產品使用的機會，但在短時間內訊息稍縱即逝，廣告的製作與播放成本也相對比其他廣告媒介高，因此，如何適當的設計電視廣告以獲得廣告效益顯得相當重要。
本研究主要的研究方向有二，其一，是探討產品類型與廣告策略的關係，以瞭解不同的產品類型會採取怎樣的廣告策略；其二，則在探究產品類型與廣告策略對廣告溝通效果的影響。
　　分析資料是由潤利艾克曼公司所提供，以2004-2007年147則電視廣告的廣告效果調查結果做為依變數；本研究根據FCB模式利用德菲法和問卷設計把147項產品分類，並對廣告目的、廣告訴求、廣告訊息線索等廣告策略進行內容分析，做為本研究中之自變數。經由統計分析，本研究結果發現：
1.　若以「理性/感性」做為產品分類根據，產品類型與廣告訴求有顯著關係；若以「高/低涉入」做為產品分類根據，產品類型與廣告訴求無顯著關係。
2.　「理性/感性」產品類型與廣告資訊量的多寡有顯著關係。
3.　「高/低涉入」產品類型與廣告表達方式有顯著關係。
4.　產品類型與廣告訴求、廣告表達方式的交互效果對廣告效果皆無顯著影響。但就個別項目來看，感性產品廣告採用感性訴求，會比採取理性訴求獲得較佳的廣告態度；相較於高涉入產品廣告，低涉入產品廣告採取故事導向的表達方式會獲得較佳的購買意願。
5.　廣告資訊量與廣告效果呈現負相關的關係。當廣告資訊量越多，廣告效果的表現會越不佳。

中文部分

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13. 張雅迪(2005)。來源國效應與消費者涉入類型及購買動機對購買意願影響之研究－以FCB模式為實驗設計。中原大學企業管理研究所碩士論文。
14. 楊爵光(2005)。品牌權益和製造來源國影響力之研究－以FCB模式分析。淡江大學國際企業學碩士論文。
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