• 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.

• 감성과학
• /
• 제18권3호
• /
• pp.25-34
• /
• 2015

본 연구는 인쇄광고물에 있어서 복수의 제품(고가제품과 저가제품)을 대상으로 하는 인쇄광고물에서 효과적인 레이아웃을 도출하기 위한 연구를 시도하였다. 실증분석에서는 두 유형 제품에 대해 4종류의 인쇄광고물(좌/우 제시 2종류와 상/하 제시 2종류)을 디자인하여 고가제품과 저가제품의 배열에 대한 소비자 반응을 분석하였다: 디자인A(고가제품-좌측, 저가제품-우측), 디자인B(저가제품-좌측, 고가제품-우측), 디자인C(고가제품-상단, 저가제품-하단), 디자인D(저가제품-상단, 고가제품-하단). 분석결과에서는 고가제품의 경우는 대각선의 시작점에 제시되었을 때 소비자의 선택이 증가하고 저가제품의 경우에는 대각선의 끝점에 제시되었을 때 소비자의 선택이 증가하는 것으로 나타났다. 이는 고가제품과 저가제품을 동시에 광고하는 경우 고가제품의 광고물은 좌측 또는 상측에 배치하고 저가제품의 광고물은 우측 또는 하단에 배치함으로써 두 제품의 매출을 증가시킬 수 있음을 의미한다.

• 의료법학
• /
• 제13권2호
• /
• pp.141-178
• /
• 2012

Korea's medical law prohibited medical advertisements in principle and permitted them on an exceptional cases. However, the decision of the Constitutional Court of 20005. 10. 27. 20003 Heonga 3, it was changed to a negative system which allows advertisements in principle and restricted only exceptionally. Dramatic increase of medical advertisements was made after that and many argued more deregulation because there was actually heavy regulations. In particular, there is almost no actual regulation on the article type advertisement due to the reason of protection of the freedom of press, media and occupation. However, there may be an unjust result if a specific article or specialists' opinion is made using a newspaper, broadcasting or magazine as a form of article type advertisement to specific medical specialists or medical institution or medical treatment method that falsifies consumers or makes consumers confused by unjust medical expectations or reliability, that also deteriorates just competition and that causes the misrecognition of consumers. In fact, there were actual damages of article type advertisements on the eye whitening surgery not long after the transfer to a negative system of medical advertisements. Victims raised a medical proceeding against the doctor who carried out the surgery, but there is actually no systematic warranty except for the indemnity request. Thus, this case demonstrated a vulnerable result of a negative system. As such, it is problematic that there is no proper regulations defined in the current law and regulations because of the reason of the protection of the freedom of press, publication and occupation despite damages of such article type advertisements. Accordingly, it is urgent to apply the current prevention regulations on the article type advertisements strictly, and to set up specific regulations.

• Asia Marketing Journal
• /
• 제15권4호
• /
• pp.103-129
• /
• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• 복식
• /
• 제66권8호
• /
• pp.1-13
• /
• 2016

The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

• 대한가정학회지
• /
• 제49권8호
• /
• pp.97-111
• /
• 2011

This study aimed to present marketing communication strategy for lifestyle groups. Consumers' preference on advertisement media/information source, advertisement appeal types, and on-line media use were examined by lifestyle groups. This study was executed by web survey and off-line survey. A total of 141 data was obtained and data were analyzed by PASW 18.0. Results were as follows: First, 4 types of lifestyle groups were made up by holistic approach; 'price oriented', 'traditional symbolic', 'positive life', and 'open mind enjoyment'. 'Positive life type' preferred every type of ads media. 'Traditional symbolic type' liked magazine and 'price oriented type' and 'open mind enjoyment type' thought off-line store display more important. For ads appeal types, 'positive life type' preferred social oriented appeal type. Every group except 'price oriented type' preferred emotional appeal type and especially 'open mind enjoyment type' liked the most emotional ads appeal type.

• 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.

• 한국IT서비스학회지
• /
• 제13권3호
• /
• pp.257-274
• /
• 2014

Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring to researches done on e-mail viral marketing, this paper operationizes SNS viral marketing effectiveness to accurately reflect marketing success in SNS environment, and tries to identify its affecting factors. As potential affecting factors, fan size, advertisement type, existence of engagement elicitation and incentive are identified. By sampling real advertisement postings on Facebook, we showed that fan size, advertisement type, and engagement elicitation are factors affecting SNS viral marketing success. This research expanded the conventional model of viral marketing into SNS settings to improve understanding on SNS viral marketing. Motivation is discussed as an important factor, and this research showed that viral campaign can be more successful when it triggers internal motivation to engage, but not the external motivation. This research could also be a guide for practitioners on how to post a successful advertisement in SNSs.

• 복식문화연구
• /
• 제26권5호
• /
• pp.714-726
• /
• 2018

This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) ${\times}2$(consumer innovativeness: high vs. low) ${\times}2$(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.

• 한국동물학회지
• /
• 제39권2호
• /
• pp.207-214
• /
• 1996

Five call types of the genus Hyla in habitats around South Korea were classified according to some attributes of their advertisement calls (note duration, note intenral, dominant frequency, sonagram patterns. Among the call types, the E-type was more distinctive than the other call types in that it had a metal sound and much longer note duration and note intenral. This result indicated that some divergence had occurred in the advertisement call of the genus Hylo, though this was found in alimited number of regions and its occurrence was small.