議題行銷是當今火熱的行銷手法之一。議題行銷為什麼重要呢？議題行銷不僅能增進企業績效，還能拓廣可見度、加強形象、擴大客群。其實際上為一種品牌聯盟促銷活動，可以改善品牌權益，並增強消費者對產品的認知品質。而除了受惠企業本身，議題行銷還可以促進非營利機構提升知名度與募集資金，是一種雙贏的主張。過去有許多文獻探討議題與產品的適配程度、活動持續度、執行保證、社會顯著性對於企業形象或是品牌權益的影響，多數研究針對議題行銷的兩個方向做探討：(1)議題行銷能為公司帶來哪些效益; (2)消費者對議題行銷內容的感受(例如：信任、態度)。鮮少研究觀察乘載議題行銷的「媒介」，也就是「廣告」，它的呈現應包含哪些要素、針對消費者設計哪些訊息，才能達到理想的效果。
Schmitt所提出的體驗行銷，探討了各種媒介(如一則廣告、一個商標、一個店面空間等)，是否能誘發某種特定的策略體驗模組，包含感官、情感、思考、行動、關聯等不同的行銷模組，並且強調行銷應重視消費者的感受，消費者是理性與感性兼具的動物，媒介不能一味的強調產品的功能價值。
本研究認為，體驗行銷所檢驗之情況，符合現今消費者對行銷的期待，並且能給予社會大眾難忘的體驗經驗，與議題行銷手法所期望的效益貼近。因此，本研究以體驗行銷的角度，探討議題行銷之廣告訊息，並且以議題行銷的社會顯著性為調節因子，企圖了解經由體驗行銷包裝後的議題行銷廣告之廣告效果。
本研究以104名國立台灣科技大學之學生為研究對象，邀請他們瀏覽設計之廣告後，以問卷調查進行研究。研究結果顯示：(1)廣告訊息體驗中的「感官行銷」、「情感行銷」、「思考行銷」與廣告效果中的「廣告態度」有顯著的正向關係；(2)廣告訊息體驗中的「感官行銷」、「情感行銷」、「思考行銷」、「行動行銷」與廣告效果中的「品牌態度」有顯著的正向關係；(3)廣告訊息體驗中的「感官行銷」、「思考行銷」、「行動行銷」與廣告效果中的「購買意圖」有顯著的正向關係；(4)「社會顯著性」在廣告訊息體驗與廣告效果之間扮演著部分調節的角色。因此，本研究認為，當企業在實行議題行銷時，能以體驗行銷之策略體驗模組做參照，將廣告訊息體驗強化，並在社會顯著性高與社會顯著性低的狀況下，分別針對不同體驗做加強，如此便能更有機會達到理想之廣告效果。

Cause-related marketing is one of today's hot marketing practices. Why is it important? Cause-related marketing can improve the business performance, increase the visibility of the business, strengthen the image of corporate and brand, and expand the customer base. Actually, Cause-related marketing is a brand-alliance activity that increases brand equity and enhances the quality of product which consumers perceive. In addition to benefiting the enterprise, Cause-related marketing can also promote nonprofit organizations to raise awareness and raise funds, which is a win-win proposition. In the past, there are many literatures discussing the effects of product-cause fit, sustainability, implementation promise, and social significance on corporate image or brand equity. Most of the research is about two aspects of Cause-related marketing: (1) Cause-related marketing can bring the company with what benefits; and (2) the consumer's perception of the content of Cause-related marketing (eg. trust and attitude). Few studies research the “media” of Cause-related marketing, that is, "advertising", for instance, “Which elements should be presented on the Cause-related marketing advertisement?” and “What messages should be designed for the consumer to achieve the desired results?”.
Schmitt's Experiential Marketing explores whether various media (such as an ad, a trademark, a storefront space, etc.) can induce particular Strategic Experiential Models(SEMs), including Sense, Feel, Think, Act, and Relate. In addition, Schmitt stressed that marketing should pay much attention to the feelings of consumers. Consumers are both rational and emotional animals, and therefore media can not blindly emphasize the functional value of products.
This study suggests that the conditions Experiential Marketing examines are in line with the current consumers’ expectations of marketing, and it can bring a lot of unforgettable experience to the community, closing to the desired benefits of Cause-related marketing. Therefore, this study decides to explore the advertising messages of Cause-related marketing with the view of Experiential Marketing, and discuss the moderator of social significance. The purpose of this study is to understand the advertising effects of Cause-related marketing advertisements enhanced by Experiential Marketing.
In this empirical study, 104 students from National Taiwan University of Science and Technology were invited to browse through the designed advertisements and conduct a questionnaire survey. The results show: (1) “sense”, “feel”, and “think” in experience of advertising messages have significant effects on “attitude toward advertising” in advertising effects. (2) “sense”, “feel”, “think”, and “act” in experience of advertising messages have significant effects on “attitude toward brand” in advertising effects. (3) “sense”, “think”, and “act” in experience of advertising messages have significant effects on “purchase intention” in advertising effects. (4) “social significance” between experience of advertising messages and advertising effects has a partial moderating effect. Therefore, this study suggests that when an enterprise implements Cause-related marketing, it can take SEMs as a reference strengthening the advertising messages, and respectively consider different experiences under the conditions of high social significance and low social significance. In this way, enterprises have more opportunities to achieve the desired advertising effects.

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