• Textile Coloration and Finishing
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• v.25 no.4
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• pp.337-344
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• 2013

This study aims to understand the advertising recall effect in accordance with color scheme of advertising by subdividing it into brand, picture, color, and style. The results of this study are like following. In the results of the study on advertising recall, first, there were significant differences in picture and color recall. The picture recall was the highest in complementary color scheme while color scheme was shown the highest in single and complementary color schemes. Regarding the advertising recall in accordance with subscription time of fashion magazines, second, the advertising recall can be different in accordance with subscription time of magazine, major, purchase experience, and interest. In case of picture advertising recall depending on major, third, majors highly recognized complementary color scheme in picture recall and also similar color scheme in color recall. Regarding the advertising recall depending on experience in purchasing magazines, purchasers highly recognized complementary color scheme in picture recall and also tone-in-tone color scheme in color recall. In case of the advertising recall in accordance with interest in fashion advertising, the group with interest highly recognized complementary color scheme in picture recall and also similar color scheme in color recall.

• Journal of the Korea Convergence Society
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• v.11 no.12
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• pp.89-95
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• 2020

This study empirically demonstrates how the amount of advertising attitude and recall information differs according to the type of art infusion advertising (simple borrowing vs. modification vs. reinterpretation) and engagement level (high vs. low) of digital signage. It is to look into. Factorial design was performed between 3×2 subjects, and the hypothesis was verified through a two-way MANOVA analysis. As a result of the study, first, when simply art infusion of masterpieces in digital signage, both advertisement attitude and recall information were found to be low regardless of the level of engagement. Second, in the case of digital signage art infusion advertising, when the engagement is low, the modification has high advertising attitude and recollection. Third, when the level of engagement of digital signage is high, the attitude and recollection of the reinterpreted famous painting borrowing ads are high.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.1-12
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• 2019

The purpose of this study is to find out what type of skip button used in forced exposure advertising is the most positive to the users. The four types of skip buttons were produced for the experiment and tested by survey and eye tracker to reveal the effects of the skip buttons on perceived intrusion, advertising attention, attitude toward advertising, and memory consisting of recall and recognition. Out of 80 participants, 20 were randomly assigned to the specific type of skip button group. The results showed that there is no statistical difference in advertising attention, perceived intrusiveness and attitude toward advertising. However, the recall and recognition rate are the highest in the static text type and kinetic text, product image, and default follow statistically. This study has implications for using skip buttons as a major variable for inventory of TrueView advertising effects and suggests that the amount of information in the image is critical processed by users within very short time.

• Asia Marketing Journal
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• v.14 no.4
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• pp.57-75
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• 2013

It is a well-established theory that emotion is influential in cognitive processing. Extensive prior research on emotion has shown that emotional factors, such as affect, mood, and feeling, play as information indicating whether he or she has enough knowledge. Most of their findings focused on the effect of emotional valence (i.g., one's subjective positivity or negativity related with the emotion). Recently, several studies on emotion suggest that there is another dimension of emotion, which affects the type of cognitive processing. The studies argue that emotional certainty facilitates heuristic processing, whereas emotional uncertainty promotes systematic processing. Based on the findings, current study examines the effect of certainty on attitudes and recall. Specifically, the authors investigate the effect of certainty on how much effort individuals use to process advertising information and how certainty affects attitude formation toward the advertised product. The authors also focus on recall to clarify the working mechanism of certainty on attitudes, because recall performance reflects the depth of information processing. Based on previous findings, the authors hypothesize that uncertainty (vs. certainty) leads to more favorable attitudes as well as better recall, and conduct an experiment using a fictitious advertisement with 218 participants. The results confirm the predicted effects of certainty only on attitudes not recall. A possible explanation of this discrepancy between attitudes and recall lies in the measurement method, unaided recall. To rule out this possibility, the authors perform an additional analysis with the participants who recall any correct information of the target advertisement. The results show certainty has a negative effect on both attitudes and recall. A bootstrapping test reveals that recall mediates the effect of certainty on attitudes. This result confirms that certainty decreases elaboration, which in turn leads to less favorable attitudes relative to uncertainty. Additionally, our data shows the association among certainty, recall, and attitudes by showing the indirect effect of certainty on attitudes via recall. This research encourages practitioners in the field to emphasize that they should focus on target audiences' emotional certainty before they provide the persuasive message, by showing that uncertainty promotes effortful processing, which in turn leads to better memory and more favorable attitudes.

• The Research Journal of the Costume Culture
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• v.14 no.3 s.62
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• pp.418-433
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• 2006

The purpose of present study was to examine the differences in effectiveness of internet apparel advertising using avatars as determined by the avatar involvement. After conducting a pilot test for 35 high school students, final data were collected through a self-administered questionnaire survey from 324 high school students living in Seoul area from July 18 to July 19, 2003; 317 were used for data analysis. Data were analyzed by chi-square analysis, t-test, cluster analysis, descriptive statistics, ANOVA and Duncan's multiple range test. As a result, the subjects were divided into 3 groups based on the level of avatar involvement: high, middle and low involvement groups. There were significant differences in avatar advertising effects among the groups divided by avatar involvement. Those who indicated the higher levels of avatar involvement were more likely to be positive in the cognitive responses, emotional responses, advertising attitude, brand attitude, the stimulus degree of connection, and the recall rates of the brand name. Also, Vector imaging ads were found to be more effective in the brand name recall rates.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.185-195
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• 2018

We try to explore the effect of the emotions of viewers caused by the insertion of the in-program adversiging on the advertising effect. To test our hypotheses, we collected the data through two lab experiments and analyze the data with t-test. The results are as follows. First, high engagement to the media contents impacts positively on the feeling of viewer's irritation when the movie clip is interrupted and an in-program advertising is inserted. Second, the negative emotions of the irration are congruented, which affect the attitude of the advertised product negatively. On the other hand, the irritation caused by the in-program advertising had a positive effect on the brand awareness and memory(recall) of the advertised product because of high state of arousal. These results enrich the understanding about the role of in-program advertising which affect viewer's feeling and behvior. Moreover, these findings provides managerial implications to help advertising managers manage their in-program advertising more effectively.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.411-417
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• 2019

The Korea Convergence Society. The main purpose of this study is to analyze and categorize Art Infusion, and to examine the effects of consumers' advertising on attitude and memory information. As a result, first, there were no statistical differences according to the type of recall according to the way of using famous paintings. However, the product diagnosis and advertisement diagnosticity according to the way of using the famous paintings showed positive evaluation in the reinterpreted famous paintings. Second, in the case of recalls according to the frequency of exposure to famous paintings, the exposure of famous painting advertisements was higher than that of the highly exposed painting advertisements. Third, when comparing the interaction effect on the recall of advertisements, the high-exposure advertisements reinterpreted by the camera showed the highest recall. The results of this study are expected to contribute to strategic measures that can positively change consumer memory and attitudes according to the way of using famous paintings.

• Asia Marketing Journal
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• v.17 no.2
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• pp.1-13
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• 2015

It is becoming increasingly difficult for advertisers to reach target consumers because memory for an ad is inhibited in the presence of competing ads. While previous studies have focused on ad repetition as a factor that can reduce competitive interference, this study focuses on ad distinctiveness. We compare the effects of ad distinctiveness on recall for the ad and its competing ad in high competitive ad environments with those in relatively low competitive ad environments. Regarding the effect of ad distinctiveness on recall for the focal ad, the results show that when an advertiser makes its ad distinctive, recall for its own ad is enhanced in both high and low competitive ad environments although the positive effect is relatively weak in high competitive environments. The results also show that, regarding the effect of ad distinctiveness on recall for its competing ad, when an advertiser makes its ad distinctive, recall for its competing ad is enhanced in low competitive ad environments rather than in high competitive ad environments.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.187-197
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• 2010

This study compares the national telecom commercials during the World Cup in order to investigate the communication effects of sponsorship and ambush advertising. It conducts KTF and SKT advertising in 2006 as empirical study for exploring the communication effect. As a result, empirical study says that there is no difference between sponsorship and ambush advertising in terms of attitude toward advertising, and ambush advertising results in higher attitude toward brands than sponsorship ads. The significant difference is not found in free recall, the higher rate of miscognition occurs in ambush advertising. Thus, this study confirm the significant implication that sponsorship advertising and ambush advertising should be conducted under the long-term and consistent communication strategies. This means that corporate communication strategies through sports events should be carried out centering around the campaign. It is expected that the findings of this study contribute to develop the sponsorship theory and provide practical implications on campaign strategy to advertising specialists.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.455-461
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• 2018

This study empirically examines the differences in advertising-related memory and product-related memory effects and ad attitudes between art infusion(interactive/ print advertising) and reguratory focus (promotion focus / prevention focus). Two - way MANOVA analysis was used for the factor analysis. The advertising experiment for renowned artists manipulated the 'self portrait' of 'Vincent Van Gogh'. The results of this study are as follows: First, promotion - focused consumers remember interactive advertising more than advertising printed advertisements in advertisements for advertising on publicity. Second, the consumers who focus on preventive focus tend to recall the information related to the product rather than the interactive advertisement.