야립옥외광고를 활용한 브랜드 커뮤니케이션에서 장기고정 광고와 단기일반 광고의 효과 비교- 야립옥외광고의 랜드마크성향을 중심으로 -

Abstract

Outdoor billboard advertising, which is being carried out on highways and regular national highways across the country, is clearly establishing itself as an offline advertising medium that consumers inevitably and inadvertently come into contact with. This study confirms the cumulative effect of long-term execution of outdoor advertising and the landmark tendency of outdoor advertising, which have been insufficiently addressed in research in the field of outdoor advertising. For this study, a study was conducted targeting outdoor advertisements in Seoul and the metropolitan area among outdoor advertisements scattered along highways across the country. There are two long-term landmark advertisements and two short-term general advertisements as independent variables. The dependent variables are the audience's landmark tendency response and brand attitude were used. As a result of factor analysis, landmarkness was divided into aesthetic factors and physical factors. Looking at the research results, firstly, the audience response to the landmark tendency of each advertising material used in the survey all showed above average evaluations, and secondly, the audience attitude toward Landmark-tendency of outdoor advertising was deeply related with brand attitude of the advertising product and advertising company. The results of this study are expected to contribute to broadening the scope of outdoor advertising research by verifying the landmark tendency of outdoor advertising and the effectiveness of long-term fixed advertising.