• 한국산업정보학회:학술대회논문집
• /
• 한국산업정보학회 2008년도 추계 공동 국제학술대회
• /
• pp.235-245
• /
• 2008

The interactive advertisement is already on satellite and cable broadcasting hereafter the introduction of this system is concerned on terrestrial programs. This study is to research the effectiveness of interactive TV advertising focusing on factors of involvement and interaction. Study started for the effect measurement of interactive television advertisement. Interactive television advertisement has different concept than existing television advertisement. Thus, the effect also needs to examine in other methods. Study is mainly focusing on the characteristics of interactive and the experiments, which was based on existing data, for measurement of effect. In the experiments, the characteristics were categorized in a search time, a number of searched pages about interactive television advertisement. The research finds that the involvement of the audience increases when the interaction of advertising attitude, brand attitude, and purchase intentions also increases. And so, a successful interactive TV advertisement results in longer searching hours and greater it visits by the audience when the interaction factors are considered and increased. By study of consumer's characteristics and behavior, a new method of the effect measurement for interactive television advertisement is provided. The new method includes not only existing measurement elements of television advertisement which are attitude on advertising and brand, and customers' purpose, but also the features of interactive television advertisement, which are search time, a number of searched pages. Recently added features provides data of the effect on high/low groups and it contributes to the process of interactive television advertisement. Study on interactive television advertisement will be helpful to plan an effective strategy by suggesting the theoretical evidence of its effect.

• 디지털융복합연구
• /
• 제20권4호
• /
• pp.585-595
• /
• 2022

본 연구는 효과적인 웹툰 광고를 제작하고 매체 집행 전략을 제안하기 위한 목적에서 태도요소들이 광고효과에 미치는 영향을 확인하였다. 실험방법을 이용하여 자료를 수집하였다. 연구결과 첫째, 웹툰 광고의 형태가 실사형과 웹툰형에 관계없이 광고태도만이 광고주목도에 유의미한 영향을 미쳤다. 둘째, 웹툰 광고의 형태가 실사형일 때 광고태도와 제품태도가 광고 클릭의도에 유의미한 영향을 미쳤다. 셋째, 웹툰 광고의 게재위치가 웹툰 중간에 삽입될 때 광고태도가 광고주목도에 유의미한 영향을 미쳤다. 넷째, 웹툰 광고의 제품이 경험재품일 때, 광고주목도에 유의미한 영향을 미치는 것은 광고태도였다. 본 연구는 실험연구를 통해 웹툰 광고의 제작 및 매체 집행 전략을 제안하였다는 점에 가치가 있다.

• 패션비즈니스
• /
• 제9권4호
• /
• pp.161-169
• /
• 2005

The purpose of this study was to examine effectiveness of congruence between brand image and advertisement model on fashion advertisement effect. 206 female college students were surveyed for this study. For this study, three hypothesis were set up as follows: First, if fashion brand image and advertisement model image are in congruence, consumers' product preference would be higher, compared to in disharmony. Second, if fashion brand image and advertisement model image are in congruence, consumers' advertisement attitudes would be higher, compared to in disharmony. Third, if fashion brand image and advertisement model image are in congruence, consumers' purchasing intention would be higher, compared to in disharmony. As the results, three all hypothesis were accepted. Based on these results, fashion marketing strategies regarding advertisement would be suggested.

• Asia Marketing Journal
• /
• 제18권1호
• /
• pp.37-53
• /
• 2016

The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion level as a covariate on advertised product evaluation show significant interaction effect of arousal level and advertisement type, and no effect of positive emotional level. Both of the mediation effects of the cognitive response and those of the affective response are significant. Participants under mild (elevated) arousal of positive emotion more positively evaluate the product in utilitarian (hedonic) attribute-focused advertisement. The positive effect of utilitarian (hedonic) attributefocused advertisement on product evaluation is partially mediated by cognitive (affective) response to the advertisement when consumers are under the mild (elevated) arousal of positive emotion. The results of this study show that advertisers should use utilitarian (hedonic) attribute-focused advertisement to consumers under the mild (elevated) arousal of ambient positive emotion, which should be searched by exploring what kind of event they have experienced.

• 지능정보연구
• /
• 제24권2호
• /
• pp.37-57
• /
• 2018

최근 스마트폰의 확산에 힘입어 유용한 광고 매체로서 모바일 미디어에 대한 관심이 증가되고 있다. 모바일 미디어는 소비자들에게 언제, 어디서나 원하는 정보를 제공할 수 있을 뿐만 아니라 실시간으로 상호작용이 가능하다는 점에서 기존 광고매체들과는 차별화된 장점을 가진 것으로 평가 받고 있다. 그 동안 모바일 광고 연구들은 모바일 광고에 대한 만족도, 수용도 등을 서베이를 토대로 분석한 연구와 모바일 광고 메시지 수신에 영향을 미치는 요인을 중점적으로 탐구한 연구, 실험연구를 통해서 모바일 광고가 브랜드 회상, 광고태도, 브랜드 태도 등에 미치는 영향을 검증하는 연구들이 많이 진행되었다. 그러나 실증데이터를 통한 연구는 거의 진행되지 않았다. 본 연구에서는 상용서비스 중인 모바일 광고플랫폼을 기반으로 광고효과를 알아보기 위하여 광고주, 광고플랫폼, 퍼블리셔 관점에서 광고특성, 매체특성을 정의하고 각 특성이 광고효과에 미치는 영향을 분석하였다. 각 특성에 대한 회귀분석 결과 모바일 광고의 광고특성인 광고규격과 쾌락적, 실용적으로 구별한 매체 특성이 광고효과에 유의미한 결과를 나타냈으며, 서로간의 상호작용 효과도 확인하였다. 연구결과를 통하여 모바일 광고 업무 시 광고상품에 맞는 광고소재 제작 및 매체계획 등 광고효과에 최적화된 광고전략 수립에 기여할 것으로 보인다.

• 한국의류학회지
• /
• 제30권9_10호
• /
• pp.1455-1463
• /
• 2006

The purpose of this study was to examine the advertisement effects of mobile fashion advertisements, specifically focusing on how the mobile fashion advertisement effects work according to advertisement types and categories. Two hundred female college students participated in this study. For data analysis, descriptive statistics, factor analysis, and t-test were used for this study. As the results, first, advertisement attitudes were classed into three factors such as cognitive factor emotional factor, and behavioral factor. Second, regarding the effect of advertisement types, pull advertisement type had higher advertisement attitudes, and higher purchasing intention than push advertisement type. There was not significant in brand attitudes between pull advertisement and push advertisement. Third, for the effects of advertisement categories, clothing advertisement had higher cognitive factor and behavioral factor, and higher purchasing intention than accessory advertisement. There were not significant in emotional factor and brand attitude between clothing and accessory advertisements. Based on these results, M-commerce fashion advertisement marketing strategies would be suggested.

• 대한가정학회지
• /
• 제46권5호
• /
• pp.1-8
• /
• 2008

The purpose of this study was to investigate advertisement effect of bus shelter, according to the congruency between advertising medium and the fashion brand image, and products. Four types of questionnaire are made through pretest. 273 female college students participated in the study. The results were as follows. First, high level of the congruency between advertising medium and the image of brands had effect on the advertisement effect. Second, there were not significant differences in the advertisement attitude and purchasing intention between clothing and cosmetics. However, clothing showed significant differences in the brand attitude than cosmetics did. Finally, interaction affects were not found in the congruency of image and product types. Based on these results, fashion advertisement strategies would be suggested.

• 유통과학연구
• /
• 제13권5호
• /
• pp.61-70
• /
• 2015

Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

• 패션비즈니스
• /
• 제16권2호
• /
• pp.62-73
• /
• 2012

This study is intended to analyze the effect of fashion consumer's information search on satisfaction with advertisement and the intent to reuse depending on type of advertisement. The survey of the men and women in their 20s and 30s living in Seoul and metropolitan area was conducted for data collection, beginning in 17th through 24th, October 2011. Total 355 copies of questionnaire were used for final data analysis and reliability analysis, factorial analysis and multiple regression analysis were carried out using SPSS 16.0. The results were as follows. First, for banner, e-mail and search advertisement, constant information search had influence on convenience for use and satisfaction with information, and for e-mail advertisement, information search appeared to have had effect on satisfaction with information. Second, constant information search by type of advertisement had effect on intent to reuse. Third, convenience for use, information and satisfaction with the interest by Internet user had influence on the intent to reuse, while for the user of search advertisement, convenience for use and satisfaction with information had effect on the intent to reuse.

• 한국프랜차이즈경영연구
• /
• 제9권1호
• /
• pp.17-25
• /
• 2018

Purpose - This study was to investigate the effect of advertising attributes on advertising attitude, brand equity, and advertising effect of TV commercials of chicken franchise brand, which is one of the most popular food service brand in recent years. Research design, data, and methodology - This study aims to see the effect of advertising attributes on advertising effectiveness and the mediating effects of advertising attitude and brand equity. A total of 200 questionaire was collected, 15 respondents were discarded due to missing information. Therefore, a total of 185 respondents were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, three-step mediation regression analysis, and path analysis with SPSS 24.0 and AMOS 24.0 statistical program. Result - The results of the study are as follows. First, the effect of brand attitude on brand attitude and brand equity, brand equity and advertising effect on brand attitude, and brand equity on advertising effect were statistically significant. As a result of the mediating effect test, it was confirmed that the attitude of the ad and the brand equity mediates partly between the ad property and the advertisement effect. Conclusions - As a result of the study, it is suggested that the informativeness and notableness affect the consumers among the advertisement attributes, so that it is necessary to be able to convey the accurate information more clearly to the consumers when composing the contents of the advertisement. In other words, in the case of the advertisement of the chicken franchise brand corporation, it will be an effective advertisement campaign if it continuously transmits the correct advertisement message to the consumers in association with the brand.