Abstract Most of the enterprises evaluate the effects of advertisement by analyzing the sales volume. However, there are plenty of elements which contributes to the sales volume, and advertisement is only one of them. Wherefore, how to precisely measure the effects of advertisement becomes the key issue. Besides, we have to mention that the manufacturer and the retailer have different strategic point of view on doing advertisement. Compared to manufacturer, retailer focuses more on regional market segmentation and emphasizes more on immediately. The attributions and advertisement cooperative strategies exist different interpretations between manufacturer and retailer. Concerning about business model of the convenient store, making too much order of bento could cause the wastage due to the short shelf life. On the other hand, making less order of bento could lead to unsatisfaction of consumer demands, losing sales. There are many factors that affect making orders such as climate, regional business activity, advertisement, promotion and so on. This research aims to investigate how the series of bento advertisement affect consumers by checking advertisement contact percentage, memory recall and hurried consuming behavior in order to make the retail realize the consumers¡¦ wants and fulfill the demands. The methodology in this study has been divided into two sections. The first section is mainly about the advertisement strategies of seven-eleven Taiwan. Three examples will be taken as case studies: ¡§citizen bento¡¨ represents the rational appealing, ¡§ railway obento¡¨ represents the perceptual appealing, and ¡§rice harvest¡¨ represents mixture of both rational and perceptual. In investigating the three former case studies, three elements are attempted to identify advertisement related-factors which are advertisement contact percentage, advertisement memory recall and how advertisement promote the consuming. The second section is to evaluate how importance advertisement influence the ordering. It is intended that the research will enhance the understanding of different perceptions in creating new products and suggestion the advertisement strategies.