• 동아시아식생활학회지
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• 제24권3호
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• pp.291-300
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• 2014

This study determined the effects of television (TV) advertising restriction of Energy-Dense and Nutrient-Poor Foods on product and promotion activities by food companies producing or selling children's favorite foods. A survey using a selfadministered questionnaire was conducted via on-line or fax by marketers or R&D managers from 108 food companies. The data from 55 respondents (50.9%) were analyzed. Restriction exerted positive effects on food products with respect to compliance with labeling requirements (4.0 out of 5 points) and reinforcement of nutritional contents examination of new products (3.7 out of 5 points). Reformulations of products such as reduction of nutrients like sodium, sugar and fat were also reported. In addition, food companies underwent diverse changes in promotional activities, including modification of package designs and displays in stores, offering free gifts, discounts, etc. In conclusion, restriction of TV food advertising may contribute to improvement of children's food environment by encouraging food companies to make favorable product changes. On the other hand, the results also revealed that food companies adopt diverse marketing channels that are not yet under regulation. Hence, to make policies more effective, regulation needs to be extended from TV to other marketing channels to which children are easily exposed.

• 한국식품조리과학회지
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• 제22권2호
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• pp.213-221
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• 2006

Although motivation and information search have both been studied continuously and separately as important marketing strategies, the relation between cause and effect has received little research attention. Therefore the objective of this study was to research the causal relationships between motivation and information search method. Frequency analysis and reliability analysis, factor analysis, and SEM(Structure Equation Model) were adopted to analyze the data. Motivation was divided into 5 factors which significantly influenced information search method. Factor 1, 'Reception and congratulation', influenced information search positively through 'newspaper, magazine', and 'word of mouth' but negatively through 'TV-advertising' and 'Flyer, Press copy'. Factor 2, 'Change of dietary life', influenced positively 'TV-advertising'. Factor 3, 'Economic saving', influenced positively 'newspaper, magazine', and 'the e-mail's advertising' Factor 4, 'Preference motivation', influenced negatively 'word of mouth' Factor 5, 'Advertisement and companion's need', influenced positively 'newspaper, magazine', and 'the e-mail's advertising' but negatively 'TV-advertising' As a result, customers appeared to choose various information search methods according to their eating-out motivation. 'The e-mail's advertising', and 'word of mouth' are popular among customers' information search methods. Therefore, food-service corporations need to try eliminating negative images of various advertisements and activate positive word of mouth marketing, promotion through internet.

• Journal of Community Nutrition
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• 제5권4호
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• pp.230-238
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• 2003

Television is a powerful and persuasive teacher. It has the potential to influence perceptions, knowledge, beliefs, and behaviors, thus nutritionists need to be aware of the nutrition-related information (NRI) in television programming and the effect this information has on viewers. The purpose of this article was to review research published in peer-reviewed journals between 1988 and 2003 that examined the NRI embedded in American television programming, which is exported to over 125 nations, and its impact on nutrition knowledge, attitudes, and/or behaviors. This review revealed that, for the past 15 years, NRI was commonly included in both television advertisements and shows. Advertised foods were mainly high in fat, sodium, and/or sugar. In addition, the NRI embedded in food advertisements tended to be misleading or inaccurate. Prime-time television shows included numerous NRI containing scenes every hour, with situation comedies having the most and real-life re-enactment shows the least. Overall, low nutrient density foods accounted for approximately 40 percent or more of all food references on prime-time television shows. In television shows, foods were mostly consumed as snacks rather than meals and children often ate more nutritious foods than adults. Although relatively few studies have examined the impact of television programming on viewers, those that do exist indicate that as children watch more television, nutrition knowledge and understanding declines while misconceptions about nutrition increase. Advertising influences children's food purchase requests and subsequent purchases by adults, with the most requested and purchased foods being high in sugar, fat, and/or salt foods. Existing research indicates that television must be acknowledged as a major source of NRI and a potentially powerful influence on dietary practices.

• International Journal of Human Ecology
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• 제13권2호
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• pp.101-111
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• 2012

Children have become the target of intense and specialized food advertising efforts. This study examines the content of TV food advertising and discussed possible concerns from the perspective of children. A total of 102 ads were collected from two cable networks aimed at children. Most of the food ads used emotional appeals and did not provide information clues such as nutrition values. Ads with high sales pressure and celebrity endorsements appeared frequently and the ads for snack foods and high-carbohydrate bakery products were dominant. Understanding food ads can be a significant indicator to establish the orientation of consumer ad education and build educational programs appropriate for children. The issue that appears conspicuous in child targeted advertising and marketing is the childhood obesity and food advertising relation; subsequently, there is a need to evolve advertising that targets children into a positive educational information source.

• 마케팅과학연구
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• 제7권
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• pp.181-208
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• 2001

본 논문은 최근 우리나라에서 TV광고 등을 통하여 많이 접할 수 있는 유머광고의 표현 특성에 관한 연구이다. 이롤 위하여 유머의 개념을 설명하고 Lefcourt와 Martin이 분류한 유형에 따라 유머광고를 각성 이론, 부조화 이롱, 우월성 이론의 측면에서 고찰하였다. 이를 위하여 2000년 2월 중 임의로 선정된 7일 동안에 국내 3대 TV 네트워크(KBS, MBC, SBS)에서 방염되는 TV광고 871개를 북화하여 항목분석을 행하였다. 그 결과 우리나라에서 도 유머광고ㄷ를 사용하고 있는 비율이 높게 나타났다. 유머광고는 주로 식품류의 저관여 제 품에 많이 사용되고 있는 것으로 나타났으며 전통적으로 저관여 제품에 사용되던 유머광 고가 고관여 제품에서도 많이 수용되는 것으로 나타났다. 유머광고의 유형별 분류에서는 각성이론이 가장 많이 사용되는 것으로 나타나 부조화 이론을 많이 사용하는 외국의 경우 와는 다른 측면을 보여주었다. 또한 우월성 이론을 이용한 유머광고는 경쟁제품의 약점을 유머러스하게 부각시킴으로써 자사제품과 비교하거나 그 강점을 내세우는데 유용한 도구로 나타났다.

• 한국프랜차이즈경영연구
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• 제9권1호
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• pp.17-25
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• 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.

• Asia Marketing Journal
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• 제19권2호
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• pp.63-80
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• 2017

This study investigated the impact of advertising of socially controversial products on its endorsers and products, and the role of media in moderating the results. Using the source credibility model with 174 survey samples, advertising of controversial products as a form of product placement (PPL) was found to have negative impact on consumers' attitude toward the endorsers. The results also confirmed that the moderating effect of media credibility on consumers when developing perceptions toward the endorsers. The results suggest marketing managers to use endorsers with careful consideration in designing advertising messages for socially controversial products, especially when delivered as a product placement on television.

• 한국식생활문화학회지
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• 제21권4호
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• pp.375-380
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• 2006

The purpose of this study was to research eating-out information search methods according to college student's lifestyle and their influences on overall satisfaction at fast-food restaurants in eastern province of Kangwondo. Lifestyle was divided into 7 factors and 6 clusters. According to the results, information search methods through Newspaper, magazine and word of mouth were used the most preferably by Cluster 3, 'Brand preference intention'. And TV advertising was used the most preferably by Cluster 4, 'Convenience intention', and the advertisement through internet was used the most preferably by Cluster 5, 'Health ${\cdot}$ effort intention'. However, Information searches through TV advertising and word of mouth had negative influence on the overall satisfaction. But method through internet had positive influences on the overall satisfaction. Eventually, it's proved that information search methods had significant differences according to student's lifestyle. And some information search methods influenced their overall satisfaction. Therefore, food-sonics corporations need to try reducing negative images of various advertisements and activating positive aspects of specialized promotion instruments.

• 한국조리학회지
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• 제12권3호
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• pp.164-185
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• 2006

This is a study on preference and memory of TV commercials for food service products and on the processes of relevant attitudes and purchasing activities. The results of this study showed that the higher preference for commercials, the higher rate of memory and that a business with high preference for commercials had all of six variables in the process of purchasing behaviors at the high mean. In conclusion, a food service provider should consider preference to make efficient commercials for consumers in implementing commercials; such preference for commercials may be favorable for attitudes toward brand and commercials as well as for the future memory of the commercials, which have immediate effects on the future purchasing behaviors.

• 농업과학연구
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• 제16권1호
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• pp.71-83
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• 1989

The purpose of this research are to forecast the demand and supply of milk in Korea, and to obtain information for attitudes affecting milk consumption, which is necessary to make a plan for increasing milk consumption in Korea. The estimation of the milk demand and production was made by the multiplicative decomposition method and the statistical function. Data on consumer were collected from 737 students who were attending primary school, middle school and university in Daejeon during the period of July 11 to July 21, 1988. The results obtained are as follows; 1. The prediction results showed that the production for milk will over supply 21,900 tons in 1,990, 70,800 tons in 1,995 by the multiplicative decomposition method and 45,400 tons in 1990, -51,500 tons in 1995 by the statistical function. 2. It was found that almost all the students awared milk as essential food-stuff of common food stuff for the Koreans. 3. Quite a few students were apt to believe that milk processors added water into fluid milk. 4. Most students showed obtaining information about the nutritional value of milk by school education and advertising of TV, Radio, and Printed media. 5. However, it was found that the advertising by TV, Radio, and Printed media did hardly give to consumers influences on the choice of a particular milk brand. Accordingly, the conclusions are as follows; 1. Need to provide consumers with well planned education programs on the nutritional value of milk. 2. Heavy brand advertising for fluid milk may mislead the understanding of consumer, since city milk is not much differentiated in Korea. Therefore the milk processors should put more efforts in generic milk promotion by reducing brand advertizement. 3. The milk processors should provide major portion of financing for generic milk promotion program.