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http://dx.doi.org/10.5392/JKCA.2022.22.07.089

Effective Advertising Direction in the post-COVID-19 Era  

Lee, Jei-Young (가톨릭관동대학교 광고홍보학과)
Zheng, Zhao (한양대학교 문화콘텐츠학과)
Publication Information
The Journal of the Korea Contents Association / v.22, no.7, 2022 , pp. 89-101 More about this Journal
Abstract
COVID-19 is significantly changing consumers' demand and habits. In order to understand consumer characteristics and find effective advertising directions in the post-COVID-19 era, this study set young consumers who are more sensitive to market changes and technological transformation from a subjective perspective of advertising audiences. Through the Q methodology, the advertising development model in the post-COVID-19 era was derived exploratively by examining their cognitive status of advertisements in the post-COVID-19 era. The model consists of three types of advertisements: "demand mining online ads" that value consumer demand and adapt to online shopping paths, "added value creation experiential ads" that value derived value and consumer experiences, and "practical and sentimental value creative ads" based on pragmatism and emotional values. In addition, this study also suggested for the sustainable practice of advertising in the post-COVID-19 era in various aspects, such as "seeking multidimensional values," "expanding consumer experience," and "mining and leading demand.
Keywords
Post-COVID-19 Era; Advertising Development Model; Q Methodology; Consumer Subjectivity;
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Times Cited By KSCI : 3  (Citation Analysis)
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