• Asian Journal of Business Environment
• /
• v.4 no.1
• /
• pp.15-23
• /
• 2014

Purpose - In this study, we inspected the effects of public-service advertising (PSA) and commercial advertisements on consumers' social and emotional values. Specifically, we include source credibility on advertising models as a mediating variable to compare the path difference between the social and emotional value of consumers, and to test the appropriateness of advertising expenses. Research design, data, and methodology - A total of 219 copies of effective questionnaires were used and methodologies such as Cronbach's alpha, paired samples t-test, and structural equation modeling (SEM) were conducted. Results - The results showed that the consumer model was effective at PSA, while celebrities and CEOs were effective at commercial advertising. Further, only credibility (among source credibility) made a significant difference in the test of PSA models of both PSA and commercial advertising that consumers preferred. Conclusions - The advertising model types varied depending on advertising types (for example, PSA and commercial advertising). Therefore, celebrities and CEOs appearing in commercial advertising should have no ethical or moral defect by self-control, and marketers should elect the model considering such a fact.

• Journal of the Korean Home Economics Association
• /
• v.38 no.6
• /
• pp.59-70
• /
• 2000

The purposes of this study were to investigate the effects of the degree self-monitoring, perceived risk and the types of advertising in cosmetic purchase behavior. The data were obtained with an experimental design which was 2${\times}$(2${\times}$2) mixed factorial design. The subjects were classified 280 pre-test subjects into 70 high level of self-monitoring subjects and 70 low level of self-monitoring subjects. The data were analysed with ANOVA, using the SAS program. The result of this study can be summarized as follows ; In experimental I, the effect on the consumer preference was the significant 2-way interaction effects between the degree of the self-monitoring and appeal types of advertising as well as between the types of cosmetic products depending on perceived risk and appeal types of advertising. In experimental II, the effect on the consumer purchase intention was the significant 2-way interaction effects between the degree of the self-monitoring and appeal types of advertising as well as between the types of cosmetic products depending on perceived risk and appeal types of advertising.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.25 no.7
• /
• pp.1258-1269
• /
• 2001

The purpose of this study was to investigate the dimensions of fashion lifestyle, to examine the relationship between fashion lifestyle and internet advertising effect, and to identify the moderating effect of fashion lifestyle on the relationship between advertising types and advertising effects. Using dependent variables as internet advertising effects(i.e., attitude to advertising, attitude to product, attitude to brand), advertising types (i.e., banner, website e-mail types) and fashion lifestyle were used as independent variables. For the study, a sample of 152 apparel consumers participated in this survey research. The survey of design with a questionnaire was employed. Three types of fashion advertisement were included as banner type, website type, and e-mail type. For each type, two samples were included for the study. Questionnaire was developed with the html language and data collection was done through the internet on October 2000. For data analysis, descriptive statistics(i. e., frequency, percent), factor analysis, reliability analysis, linear regression and ANOVA were used. First, fashion lifestyle was classified with the seven dimensions: personality seeking group, planning purchase group, fashion leader group, fashion information seeking group, media preference group, commonness/traditional group, fashion follower group. Second, fashion lifestyle had signification effects on advertising effects. In the group of fashion lifestyle, fashion Information seeking group and planning purchase group were found to influence on the attitude toward advertising, and planning purchase type was influenced to attitude toward brand and attitude toward product. Third, main effects of fashion lifestyle were found to be significant. The correlation and interaction effects of fashion lifestyle and internet advertisement types were not significant.

• Journal of Global Scholars of Marketing Science
• /
• v.7
• /
• pp.105-125
• /
• 2001

A rapid in increase in population of Internet users made the Internet appeared to be an important advertising medium. Under this situation, one of important research issues will be one related to measurement of Internet advertising effect. This study was carried out with three following projects which set up on the basis of the Modified Elaboration Likelihood Model of Cho(1999). (1) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels. (2) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels and website types. (3) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels and banner advertisement types. The experiment was conducted in a manner that virtual websites and banner advertisements produced for the purpose of this study were classified into eight groups according to the product involvement levels, website types and banner advertisement, and then questionnaire sheets were filled out. The results of empirical analysis are summarized by the research projects as follows. (1) The banner click, advertising attitude and buying intention according to the product involvement levels were not significant. (2) There was no significant difference in the banner click according to the product involvement levels and website types. In the advertising attitude, there was a significant effect of interaction, whereas in the buying intention there was no significant effect of interaction. (3) There was a significant difference in the banner click by the product involvement levels and banner advertisement types. Concretely the click rate appeared to be high in literal banner advertisement for a product with high involvement and in pictorial banner advertisement for a product with low involvement. It is expected that this study can provide Internet advertising researchers and managers with theoretical and the practical informations.

• Journal of Science of Art and Design
• /
• v.4
• /
• pp.5-25
• /
• 2002

It is not easy to get more attention as a prominent advertising expression among various types of numerous advertisements. Due to the voluminous expansion of advertising communications and the change of the media, new advertising creatives must be needed for serving to differentiate the message , inviting audiences to participate more positively in advertising communications This thesis aims at reviewing the absence as an advertising creative. And this thesis is about the significations of the absence. Chapter I describes the aim of this thesis about the absence as an advertising creative And Chapter II introduces the general concept, perception of the absence and its possibilities as an advertising creative And also mentions about the absence as one of paradoxical expressions with rhetorical theories as well as semiotics. Chapter III deals with the signification of the absence with introducing semiotic methods such as the theory of R. Barthes Chapter IV discusses the signification of the absence as an advertising creative talking into consideration of semiotic theories. And I categorize the types of the absence in advertising expressions. The absence is categorized into 5 types in this thesis. Type (1) is the absence of product which is supposed to be advertised, type (2) is the absence of product and make product image located out of main image of an advertising expression for introducing features of a product itself. And type (3) is the absence of the imaginary audience to invite an audience to participate more spontaneously. Type (4) is the absence of headlines, and type (5) is the absence of almost all visual images and verbal message but a corporate symbol or brand logo. The signification of S types of the absence can be described on the basic of semiotic theories, especially the theory of R. Barthes. It's my hope that this thesis about the absence as an advertising creative will serve as the basic theory for the empirical research about advertising expressions containing images of the absence.

• The Korean Journal of Health Service Management
• /
• v.10 no.2
• /
• pp.25-34
• /
• 2016

Objectives : This study was conducted to examine what types of attributes advertising and promotion staff members working at different medical institutes consider when performing their advertising duties. It also seeks to identify satisfaction levels with the advertising conditions and tasks required of them to perform the actual advertising. Methods : This study subjects were members registered in the address book of the Korean Hospital Public Relations Association with 127 actual test respondents targeted. Results : Regarding the selection of the types of advertising message appeals, those with less than five years of work experience were found to prefer emotional messages, whereas those with more than six years of work experience were found to prefer rational messages. male advertising planners preferred rational messages, whereas female advertising planners preferred emotional messages. Conclusions : The medical advertising facilities at hospitals and equipment to produce the main materials to improve the effectiveness of advertising should be considered.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.22 no.7
• /
• pp.882-891
• /
• 1998

This study purported to analyze the condition of the degree standardization and types of global ads. in the multinational fashion brand corporations. The analyzed ads. were sampled from monthly magazines on same seasons in 1997. This study was done by means of checklists were modified other researcher's research measurments. Researcher counted of advertising message. Zero point meant perfect stan-dardization and 13 points meant perfect non-standardization. The types of advertising appeal were analyzed according to constituent unit's expression types. The results of the study proved that the degree of standardization was considerably high, which means that the multinational fashion brand corporations used the standardization strategy. In particular, the degree of standardization in sports wear and casual wear ads. was low compared with the degree of standardization in the other ads. Most of the global fashion ads. were composed of illustrations only. Besides, emotional appeal type was usually used in glabal fashion ads.

• Asia Marketing Journal
• /
• v.21 no.3
• /
• pp.65-82
• /
• 2019

This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search feature. Finally, since the number of brand fans also have a positive effect on advertising interest, it is essential to utilize social media advertising for the enhancement of customers' interests. Confirming that the effectiveness of social media advertising varies depending on how the visual contents and text are presented, this research can help marketing managers to assess predicted outcomes of using various methods of social media advertising.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.18 no.5
• /
• pp.716-726
• /
• 1994

The present study was conducted to analyze the type of appeal and constituent unit's expression of apparel advertising appeared in women's magazine through content analysis. The research questions raised for this study were: (1) Are there any differences in the type of appeal between outwear and uderwear, men's and women's outwear, and formal wear and casual wear advertising ? (2) Are there any differences in the type of appeal and constituent unit's expression of apparel advertising between the late of 1980's and the begining of 1990's ? "Women Sense", founded on August 1988, was used as research materials for the study. And the period of analysis was from September 1988 to March 1993. In order to reduce biases of monthly issues in magazine, the apparel advertisements for analysis were selected from March, June, September and December issues. A total of 348 apparel advertisements were analyzed. The data gethered were analyzed using the frequency table, percentage and chi-square test. The results were as follows: 1. The emotional appeal was used more often for apparel advertisements. 2. There was no difference in types of appeal between men's and women's outwear. Both of them frequently used emotional appeal type 3. Rational appeal and sex appeal type were used more frequently in underwear advertising than in outwear advertisements. 4. It was emotional appeal type that usually used in both formal and casual wear advertising, and sex appeal was employed more often in casual wear advertising than in formal wear advertising. 5. Romantic appeal was employed more aften in the late of 1980's than in the begining of 1990's. Sex appeal and rational appeal were used more often in the beginning of 1990's than in the late of 1980's. 6. Emotional (28.7%) and Assertion Propose Headlines (21.6%) were popular in the late of 1980's. 7. Brand Name Headline was shown most often in the begining of 1990's. 8. Emotional, Factual and Mixed Copies were generally used at all types of bodycopy. while there was no difference in types of bodycopy between the periods. 9. Direct Approach, that a model introduced advertising goods to consumer, was mainly used in illustration. There was no difference in different types of illustration between the periods.

• Knowledge Management Research
• /
• v.19 no.3
• /
• pp.89-112
• /
• 2018

Under exhibition circumstances, exhibition advertising by organizer is a mean to promote exhibition service to exhibitors and visitors while general advertising is to promote products and services to consumers. The objective of this research is to suggest advertising strategies by seeing differences in the impact of information quality and media credibility on visitor intention depending on the types of exhibition. This study adopted Elaboration Likelihood Model to measure the impact of central and peripheral cues on advertising attitude and its consequence on visitor intention. We further examined how these influence processes were moderated by exhibition types of B2B and B2C. We conducted survey from B2B and B2C exhibitions respectively, and analyzed structural equation model and moderator regression. We found that first, among factors of information quality as a central cue, argument strength has a positive impact on attitude towards advertising. Second, we also found among factors of media credibility as a peripheral cue, media trustworthiness has a positive impact on attitude towards advertising. Lastly, this study revealed that a type of exhibition moderates the central and peripheral routes towards advertising attitude, showing that B2C visitors are influenced by factors of information quality, and B2B visitors rather by media credibility. This study yields implications in that it gives marketers of organizer a background to set different marketing strategies depending on the types of exhibition.