광고정보원 유형과 모델 인지도 및 소구 방법에 따른 의료광고 효과
The Effects on Message Sourses, Model recognition and Appeal Type in Advertising of Medical Advertisement
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초록
본 연구는 최근 국내 언론보도를 통해 의료광고가 허용된다는 시점에서 의료광고에 관한 효과를 검증하고자 하는 목적에서 이루어졌다. 먼저, 광고의 메시지를 전달하거나 소비자를 설득하는 정보원의 유형에 따라 의료광고효과에 차이가 있는가를 알아보고자 하였으며 이러한 정보원의 인지도 즉 유명도에 따라 의료광고효과에 어떠한 차이가 있는지 확인하고자 하였다. 또한 이성과 감성적 메시지의 소구 방법에 따라 의료광고효과에 차이가 있는가를 검증하고자 하였다. 이를 위해 2×2×2 요인설계를 통해 8가지 의료광고 인쇄광고물을 제작하여 실험을 실시하였다. 연구결과는 첫째, 의사 정보원과 연예인 정보원의 의료광고효과(인지, 태도, 행동)는 차이가 나타나지 않았다. 둘째, 유명인 광고모델이 비유명인 광고모델보다 의료광고의 인지반응효과가 높게 나타난 반면 광고태도와 구매의도에서 유의미한 차이가 나타나지 않았다. 셋째, 정보원의 전달 메시지 소구 방법에 따라 이성적 메시지와 감성적 메시지의 의료광고의 효과를 알아본 결과 이성적 메시지 소구가 감성적 메시지 소구 방법보다 의료광고효과가 높은 것으로 나타났다. 이러한 연구결과를 토대로 의료광고를 기획하고자 하는 기획자나 제작자에게 효과적인 의료광고 제작 전략을 제안하였다.
Abstract
Recently the medical advertising was permitted through mass media. This study was intended to verify the effects of the medical advertisement. The purpose of this study was to examine the message sources, model recognition and appeal type on the advertising effectiveness in medical advertisement. That is, the effects on the difference in medical advertisement according to a message source type and the recognition of the advertisement model and message appeal type has an influence on the medical advertisement. For this study, eight medical advertisements were manufactured. The subjects who participated in this experiment were 400 university students. The subjects were randomly assigned to eight treatment conditions associated with equivalent sex group. The advertising effectiveness measured attention, recognition, attitude and behavior of subjects. The results show that the significantly difference did not exist the advertisement effects according to a message sources. Second, The significantly difference appeared in the recognition reaction according to an advertisement model types and attitude of advertising and purchasing intention did not exist. Third, Rational appeal is more efficient than a emotional appeal in medical advertisement. We try to propose efficient medical advertisement manufacture strategy and the direction with efficient medical advertisement planning programming.
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