광고중력: 경쟁 광고간의 역학에 관한 새로운 패러다임
Advertising Gravity: A New Paradigm on Power Dynamics of Competitive Advertisements
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본 연구의 목적은 둘 이상의 광고물이 존재하는 상황 하에서, 광고물 상호간에 미치는 광고효과에 대한 영향력을 이해하고 설명하는 것이다. 이를 위하여 광고중력이라는 새로운 패러다임을 제시함으로써 광고효과에 관한 새로운 시각의 연구방향을 제안하였다. 광고중력이란 광고물간의 상호작용 영향력에 의해 광고물 고유의 효과보다 크거나 작은 광고효과가 나타나는 경쟁적 현상을 말한다. 본 연구에서는 광고중력에 관한 개념적 모형과 함께 측정지수를 제안하였다. 그리고 광고중력의 강도와 방향성을 결정할 수 있는 요인들을 규명하고, 각각 요인들과 관련된 명제들을 제시하였다. 광고중력에 영향을 미치는 요인에는 상표관련 요인, 광고관련 요인, 소비자관련 요인, 인출시점 상황 요인 등이 있을 수 있으며, 광고중력은 재무적, 미디어적, 심리적 효과와 같이 다양한 측면에서 광고효과에 영향을 줄 것이다.
Abstract
The objective of this research is to understand power dynamics of advertisements under competition. A new paradigm of advertising gravity is proposed to explain mutual influences among advertisements. Advertising gravity can be defined as a competition phenomenon to produce greater or smaller than inherent advertising effect due to interactive influences among advertisements. A conceptual model is suggested and advertising gravity indexes are formulated. The mechanism and influential factors of advertising gravity are investigated and eleven propositions are followed. The advertising gravity effect results in financial, media and psychological effects of advertisement.
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