How to Use Technical Terms in Ads? An FCB Grid Perspective
研究了广告中技术术语的使用及解释程度对四种产品类型广告效果的影响，发现不同产品类型下术语数量和解释方式对消费者态度和产品评价有不同作用。
Research on the optimal use of technical terms in advertising can help sponsors effectively communicate complex technical concepts to consumers. This study therefore examined how technical terms, and the extent to which they are explained, influence advertising effectiveness for four product types in the FCB grid. The sample comprised 436 college students. The analytical results of this study indicate that using two technical terms together with detailed explanation of the terms improves consumer attitudes towards the ad and consumer evaluation of the advertised product for thinking (products meeting consumer utilitarian needs) and high involvement products. For thinking and low involvement products, using two technical terms together with detailed/rough explanation improves consumer attitudes towards the ad and consumer evaluation of the advertised product. Moreover, using two unexplained technical terms improves consumer attitudes towards the ad for feeling (those providing consumer gratification, social acceptance and sensory satisfaction) and high involvement products. Using no technical terms improves consumer attitudes towards the ad for feeling and low involvement products. Finally, theoretical and managerial implications and future research directions are discussed.