• 한국응용과학기술학회지
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• 제41권2호
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• pp.242-250
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• 2024

본 연구는 국내 스포츠 은퇴 선수들의 광고 스타파워 효과성을 검증하여 기업 및 광고 에이전시의 효율적인 광고 모델 전략을 위한 기초자료를 제공하고자 했다. 따라서 국내 스포츠 은퇴 선수들이 광고 모델로 선정된 광고를 인지하고 있는 사람들을 표본으로 선정했으며, 206부의 자료를 최종분석에 적용했다. 자료처리는 SPSS(ver. 21.0) 프로그램으로 빈도 및 신뢰도 분석을 실시했다. 또한 AMOS(ver. 20.0) 프로그램으로 확인적 요인분석, 상관분석, 구조방정식 모형분석, 효과성의 유의성을 검증했다. 연구결과 첫째, 국내 스포츠 은퇴 선수들의 스타파워는 호감도에 긍정적인 영향이 있는 것으로 나타났다. 둘째, 호감도는 광고 소비행동에 긍정적인 영향이 있는 것으로 나타났다. 셋째, 스타파워는 광고 소비행동에 긍정적인 영향이 있는 것으로 나타났다. 마지막으로 스타파워는 광고 소비행동에 직접효과가 더 큰 것으로 나타났으며, 호감도는 부분매개효과가 있는 것으로 검증됐다.

• 감성과학
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• 제18권1호
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• pp.3-14
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• 2015

소비자가 광고에 대해서 반응할 때, 광고 모델의 시선(응시 방향)은 가장 중요한 비언어적 단서 중 하나이다. 광고 모델의 시선은 소비자가 모델의 사회적 특성을 어떻게 평가하는지(예, 매력도, 신뢰성)와 광고나 브랜드를 어떻게 평가하는지(예, 광고 태도, 브랜드 태도)에 영향을 미친다. 특히, 뇌의 정서 반응 비대칭 가설에 따르면, 오른손잡이 소비자는 모델이 좌측을 응시하는 광고를 볼 때 우측을 응시하는 광고를 볼 때보다 모델의 사회적 특성과 광고, 브랜드를 더 긍정적으로 평가한다. 본 연구는 온라인 실험을 통해서 무명 여성 광고 모델의 세 가지 시선 조건(정면, 좌측 그리고 우측 응시 조건)이 남성 실험 참가자의 광고 반응(모델 매력도 측면, 모델 신뢰도 측면 그리고 광고 효과성 측면)에 미치는 영향을 알아보았다. 본 연구 결과, 실험 참가자들은 광고 모델이 정면을 응시할 때가 우측을 응시할 때보다 모델이 광고 출연료를 받았으며 광고 브랜드 판매를 위해 소비자를 설득하려고 한다고 더 강하게 느끼지만 동시에 모델이 광고에 출연한 이유가 스스로 광고 브랜드를 진심으로 좋아하기 때문이라고 추론하는 경향이 더 강했다. 또한 실험 참가자들은 광고 모델이 정면을 응시할 때가 우측을 응시할 때 보다 광고에 대해서 더 긍정적인 태도를 보였다. 그러나 광고 모델의 좌측 응시 조건과 나머지 두 조건(정면 응시 조건과 우측 응시조건) 사이에 있어서 일관성 있는 실험 참가자의 모델 특성 평가와 광고 효과성 차이는 발견하지 못 했다.

• 대한가정학회지
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• 제46권7호
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• pp.35-45
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• 2008

For the highly involved and emotional product, such as cosmetic product, the consumer focuses on the information about the symbolic meaning of a product. As a continuum, cosmetic advertising frequently requires a celebrity and/or cue since it provides identification between customer and cosmetic. Although many studies have examined the effectiveness of the congruence between brand image and self-image, there are little research regarding the congruence between advertising image and self image. The objective of this study is to examine the attitudinal effectiveness of the congruence between cosmetic advertising image and self-image. For the experiment, 2(ad type: rational vs emotional) factorial designs were performed. A total of 240 undergraduate female students participated in the experiment. The results of the study are as follows. First, the congruence had a significantly positive influence on advertising attitude, but not on brand attitude. Second, the type of cosmetic advertising caused differences in attitudinal persuasiveness affected by the congruence.

• 예술인문사회 융합 멀티미디어 논문지
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• 제9권9호
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• pp.797-808
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• 2019

본 연구의 목적은 TV홈쇼핑 광고를 시청하는 동안 일어나는 심리적 반응을 언어적 형태로 수집하고, 수집된 언어자료를 분석하여 광고효과의 측정 가능성을 탐색하는 것이다. 이를 위해 주부와 여자 대학생 40명을 대상으로 긍정평가 광고와 부정평가 광고를 시청하는 동안 나타난 심리적 반응을 사고발성법을 이용하여 언어자료의 형태로 수집하고, 자기보고식 측정으로 광고효과변인들과 광고반응 변인들을 측정하였다. 수집된 언어자료를 KLIWC를 이용하여 분석하여 긍부정평가 광고 간의 차이와 자기보고식 변인들 간의 상관을 살펴보았다. 검증결과, 긍정평가 광고와 부정평가 광고 간에 심리사회학적 변인뿐만 아니라 언어학적 변인에서도 차이가 나타났다. 또한 KLIWC의 다양한 변인들과 광고효과 변인들(구매자극도, 광고태도, 제품태도, 구매의도) 그리고 광고반응 변인들 간에 상관이 나타났다. 이러한 결과는 사고발성법과 KLIWC의 언어분석을 이용하여 TV홈쇼핑 광고 효과를 측정할 수 있는 가능성과 심리적 반응 프로파일을 구성할 수 있는 가능성을 시사하여 준다.

• 유통과학연구
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• 제11권11호
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• pp.77-82
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• 2013

Purpose - This study investigated whether there are differences in advertising effects depending on the type of advertising, divided into public service announcements (PSA) and commercial advertisements, and the form of advertising model. Research Design, Data, and Methodology - By investigating the difference in advertising effects due to the type of advertising and form of advertising model, the study was expected to reveal the optimal advertisements for achieving the desired advertising effects. The subjects were Jangan University students in their first and second year, with 102 copies of the survey questionnaire received for analysis. Results - The findings were different for the celebrities, professionals, and CEOs, except for the PSA; further, they were different among celebrities, professionals and the other types of model, except CEO, in commercial advertising. Simple regression results showed that both the professionals and CEO models had a positive impact on the effect of advertising in the case of the PSA. Conclusion - These results suggested that appropriate selection of the form of advertising model is a very important factor. Conversely, it has been suggested that the celebrity model is the most effective, reflecting the trend for commercial advertisements.

• 한국IT서비스학회지
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• 제15권1호
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• pp.269-287
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• 2016

In general, service failure occurs inevitably and the customers who experienced the greater dissatisfaction have the higher expectations of service recovery. However, most of the previous studies have focused on the evaluation and risk factors of pre-service quality. Thus, this study is contrary to the numerous previous studies and focus on the effectiveness of mobile application advertisement users' perceived perception on service recovery after service fails. A research model presented in this study is based on the Equity Theory and deeply evaluated the effectiveness of Distributive Justice, Interactional Justice, and Authenticity Relevance on Service Recovery. The survey of this study was conducted among 286 users who have experienced a services recovery of mobile application advertising. As a result, among all the factors of users of mobile application advertising, Distributive Justice, Interactive Justice, and Relevance have a positive impact to Satisfaction. In addition, Distributive Justice, Authenticity and Satisfaction also have a positive impact to Trust. Ultimately, Satisfaction and Trust have a positive impact to Service Recovery. The results of this study are expected as a reference for presenting a new business model for mobile application advertising industry, reducing business risk and enriching the related researches.

• 보건의료산업학회지
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• 제10권2호
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• pp.25-34
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• 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.

• International Journal of Internet, Broadcasting and Communication
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• 제16권2호
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• pp.185-192
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• 2024

Both message appeals and individual characteristics can influence the effectiveness of sustainable product promotions. Applying the agency-communion orientation to the advertising message research context, this study examined the interplay between message appeals and agency-communication orientations in impacting purchase intentions. The findings from a 2 (message appeal: self-interest vs. public-interest message) × 2 (motivational orientation: agency vs. communion) experiment revealed a communion-over-agency effect on consumer purchasing decisions for public-interest message appeals. In the self-interest message condition, we found no statistically significant difference in impact between agency and communion on purchase intentions. In short, we contribute to advertising effectiveness research by showing that agency-communion orientations moderate the effect of message appeals. We also explain the practical implications of these findings for effective sustainable communication in advertisements based on individuals' motivational orientations.

• Asia Marketing Journal
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• 제21권3호
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• pp.65-82
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• 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.

• 복식문화연구
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• 제20권5호
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• pp.736-752
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• 2012

The purpose of this study was to identify the effectiveness of fashion banner advertising according to university students' attitudes toward internet advertisement(IA). Factors of IA were information, entertainment, negative, benefit, and topicality. A self-administered questionnaire was used for data collection. Subjects(n=678) were participated in the survey and they were segmented into IA positive group, IA intermediate group, IA indifferent group, and IA negative group. IA positive group included more women with higher household income and clothing expenditure. They preferred shopping at open market on-line malls. IA intermediate group included more women with lower income and clothing expenditure. They preferred shopping at on-line malls. IA indifferent group included more men with lower income and less clothing expenses. Banner advertisement with mixed appealing was the most effective to the university students in terms of preference and click and purchase intention. IA positive group showed the highest level of preference and click and purchase intention to the banner with rational appealing, banner with emotional appealing, and the banner with mixed appealing. IA indifferent group showed the lowest level. IA intermediate group showed a positive attitude to the banner with rational appealing and mixed appealing. IA negative group showed the lowest level of click and purchase intention to the banner with rational appealing.