The Mobile media has flourished more and more recently. In terms of NCC (National Communications Commission) statistics, the mobile phone penetration had been more than 100% in Taiwan in 2008. In addition, the proportion of Mobile phone revenue was the highest part of telecommunication services in 2008. The marketing pattern developed from both of the highest revenue of Mobile phone business, ¡§Voice Service and Short Message Service (SMS)¡¨, telemarketing and SMS advertisement are the most significant. Therefore, it is definitely a useful study for advertiser who wants to compare both of the most important marketing tools, and which one is suitable for which product¡¦s marketing, additionally, the purpose of understanding the consumer¡¦s attitude and behavior intension. According to research methodology, this study has employed questionnaire survey technique. It had surveyed the consumers who have had received telemarketing and text-message advertisement, and for understanding the differentia of attitude and behavior intension when consumers face both of the marketing tools on different products. There are totally 300 valuable questionnaires. Make time from 18 April to 9 May in 2010. According to the findings of the study, to sell high-involvement with rational products, the telemarketing is better. And the object of the students, the military and housewife will likely purchase are more than people who serve as commercial and manufacturing. If advertiser wants to sell high-involvement with perceptual products, both telemarketing and SMS advertisement are useful. If advertiser wants to sell low-involvement with rational products, the telemarketing is easier to succeed. Furthermore, we can pay attention on that the attitudes and behavior intentions of female that are definitely better than male, and people with low educational level whose attitudes and behavior intentions are better than with high educational level, and low income people whose behavior intentions are better than high income people. If advertiser wants to sell low-involvement with perceptual products, the SMS advertisement is much better. In summary, it is important to mention that: People serve as the "services" whose attitudes and behavior intensions are ¡§low¡¨, and serve as "housewife", "military", "manufacturing" and "students" are ¡§high¡¨.

¡@Nowadays, spokesperson is a very common advertising strategy. A good spokesperson can favorably attract customers¡¦ attention, produce better recall or precognition of a brand name, create an image for a product etc. In general, advertisers usually consider the fittingness between spokesperson¡¦s gender and product gender image. As gender roles and gender stereotype are changing, some product gender images are blurred as well. Therefore, some cross-over endorsements are emerged (an advertising is targeting a nontraditional user in terms of gender). Past researches have shown that the relationship between spokesperson¡¦s gender and product gender image is inconsistent. Hence, this study focuses on products with ¡§Masculine Image¡¨ and classified products based on FCB Model, exploring how different products types and customers¡¦ gender influence gender endorsement on advertising effectiveness. ¡@The present study uses experimental design to investiage the effects of two types of gender endorsement and four product categories on advertising effectiveness. A 2x4 between-subject design is conducted. All eight scenarios are made through fictional ads, and the advertising effectiveness is measured by attitude toward the ad (AD), attitude toward the product (AP) and purchase intention (PI). ¡@The findings of this study indicate that AD and PI are more favorable when the product¡¦s gender image and spokesperson¡¦s gender are consistent. The interaction between product types and gender endorsement advertisement exits especially in the effective product. Spokespersons¡¦ gender is an effective promotional cue in influencing customers¡¦ perceptions of the gender image of products on the self-satisfaction product. Meanwhile, this study also finds there is no interaction between the gender endorsement advertisement and customer¡¦s gender.