• 한국염색가공학회지
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• 제25권4호
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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.

• 한국융합학회논문지
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• 제11권12호
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• pp.89-95
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• 2020

본 논문은 디지털 사이니지의 명화 차용 광고 유형(단순차용 vs. 단순변형 vs. 재해석)과 인게이지먼트 수준(고 vs. 저)에 따라 광고 태도와 회상 정보의 양이 어떻게 차별적으로 나타나는지를 실증적으로 살펴보는 데 있다. 3×2 피험자 간 요인 설계를 하였으며, Two Way MANOVA 분석을 통해 가설을 검증했다. 연구 결과, 첫째, 디지털 사이니지에 명화를 단순하게 차용하는 경우 인게이지먼트 수준과 상관없이 광고 태도와 회상 정보 모두 낮은 것으로 나타났다. 둘째, 디지털 사이지니의 명화 차용 광고는 인게이지먼트가 낮은 경우 단순변형이 광고 태도와 회상이 높은 것으로 나타났다. 셋째, 디지털 사이니지의 인게이지먼트 수준이 높으면 재해석한 명화 차용 광고가 태도와 회상이 높게 나타났다. 향후 연구에서는 회상을 제품 차원과 광고 이미지 차원으로 구분하여 분석하는 것이 바람직하다.

• 한국IT서비스학회지
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• 제18권1호
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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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• 제14권4호
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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.

• 복식문화연구
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• 제14권3호
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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.

• 한국콘텐츠학회논문지
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• 제18권1호
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• pp.185-195
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• 2018

본 논문은 시청하던 영상이 중단되고 광고가 삽입되는 시점에서 유발되는 소비자들의 감정이 광고 효과에 어떠한 영향을 미치는지를 살펴보았다. 연구 결과에 의하면 소비자들이 시청하던 영상 콘텐츠에 대한 몰입도가 높은 경우가 낮은 경우에 비해 영상이 중단되는 시점에서 짜증을 더욱 크게 느끼는 것으로 나타났다. 또한, 소비자들이 느끼는 짜증은 부정적 감정일치 현상으로 인해 광고 제품 태도에 부정적인 영향을 미치는 것으로 나타났으나, 한편으로는 짜증을 느끼는 시점에서의 고각성 상태는 광고 제품의 브랜드 기억(회상)에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 중간광고가 소비자 행동의 변화를 이끄는 매커니즘으로서 짜증이라는 감정의 역할을 탐구하였으며 짜증이라는 부정적인 감정이 광고 효과에 미치는 부정적/긍정적 영향을 종합적으로 살펴봄으로써 해당 연구의 폭을 넓혔다. 또한 더욱 효과적인 중간광고 전략을 세우는데 중요한 시사점을 제공하고 있다.

• 한국융합학회논문지
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• 제10권11호
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• pp.411-417
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• 2019

소득수준이 향상됨에 따라 소비자의 예술에 대한 관심이 커지고 있으며, 이러한 추세를 반영하듯 아트마케팅이 대중화되고 있다. 본 연구는 예술작품을 활용한 광고 형식을 유형화 한 후 명화의 시장 노출 빈도에 따른 소비자들의 광고 효과(광고태도/회상/진단성)를 실험연구를 통해 살펴보았다. 본 연구결과, 첫째, 명화 활용 방식에 따른 회상은 통계적으로 유의미한 차이가 발생하지 않았다. 그러나 재해석된 명화에 대한 진단성은 긍정적인 것으로 나타났다. 둘째, 시장노출빈도가 적은 명화광고가 상대적으로 더 많이 회상된 것으로 나타났다. 셋째, 시장 노출빈도가 높은 명화를 재해석한 광고가 가장 회상이 높게 나타났다. 본 연구는 고관여 제품에 한정하였으나 향후 저관여 제품에 대한 연구도 진행해 볼 필요가 있다. 본 결과는 효과적인 명화차용 광고를 제작하는데 기여할 것으로 기대된다.

• Asia Marketing Journal
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• 제26권3호
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• pp.145-155
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• 2024

This study examines how a model's pose that signals power influences consumers' recall ability of price information in advertisements. To extend prior findings on social judgments, we suggest that the direction of consumers' gaze and willingness to pay attention to the model vary depending on the model's pose. Study 1 explores how consumers' perception of the power of the model affects their price recall ability. In particular, consumers demonstrate better price recall for items displayed at the bottom of the ad when the model adopts a powerful pose and items displayed at the top when the model in the ad assumes a submissive pose. Study 2 investigates the influence of the perceived power of a model's pose on price recall depending on the visibility of the model's face and reveals that consumers demonstrate better price recall for items displayed at the top when the model's face is not visible even when the model adopts a powerful pose. Ultimately, this research provides new insights to help marketers identify ideal locations for displaying price information in ads. More theoretical and practical implications are also discussed.

• Asia Marketing Journal
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• 제17권2호
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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.

• 한국콘텐츠학회논문지
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• 제10권7호
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• pp.187-197
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• 2010

본 연구는 스폰서십광고와 매복광고의 커뮤니케이션 효과를 살펴보기 위해 월드컵 캠페인 기간 이동통신사의 TV광고를 비교하였다. 커뮤니케이션 효과를 검증하기 위해 KTF와 SKT의 2006년 광고에 대해 실증연구를 실행하였다. 연구결과 스폰서십광고와 매복광고에 대한 광고태도에는 차이가 없었고, 브랜드 태도에서는 매복광고가 높게 나타났다. 자유회상에서는 유의한 차이가 없는 것으로 나타났으며, 매복광고에 대해 스폰서십 여부에 대한 오인지율이 더 높게 나타났다. 본 연구를 통해 스폰서십광고와 매복광고는 장기적인 관점에서 커뮤니케이션 전략을 유지하여 실행되어져야 한다는 것을 확인할 수 있었다. 이는 스포츠 이벤트에 있어서 기업의 커뮤니케이션 전략이 캠페인을 중심으로 실행되어져함을 의미한다. 본 연구의 결과가 스폰서십 이론의 발전에 기여하고, 광고전문가들에게 캠페인 전략에 대한 실무적 함의를 제공할 것으로 기대한다.