주의를 증대시키는 광고유형의 효과성과 선호도에 대한 분석: 정보성, 신뢰성, 광고태도
Analysis of Advertising Effectiveness and Preference According to Ad Type: Focusing on Information, Reliability, and Advertising Attitude
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초록
우리나라의 TV광고를 보면 많은 시청자들이 집중적인 광고시간대에는 아예 채널을 바꾸거나(zapping) TV앞을 떠나 다른 일을 하는 등 전혀 광고를 보지 않게 된다. 또한 이러한 거대한 광고 블록에서의 광고를 접한다고 하더라도 많은 광고가 한꺼번에 노출되게 되므로 광고의 브랜드나 광고의 메시지를 기억하기는 어려울 것이다. 많은 광고회사들은 자사가 만든 광고가 소비자들의 주의를 집중시키고 긍정적인 태도를 형성하여 오래도록 소비자의 기억에 광고제품이 남기를 기대한다. 그러한 광고회사의 바램에 비해 소비자들은 TV 광고 시 저-노력에 기초한 태도를 형성한다. 이러한 저-노력의 광고 태도에 주의를 증대시키는 광고의 4가지의 유형 중 어떠한 유형의 광고가 주의를 더 증대시키는데 있어 더 효과적이고 선호도가 높은지 알아보고자 한다. 본 연구에서는 소비자의 주의를 증대시키는 광고의 유형으로 소비자와 관련성이 있는 광고, 즐거운 광고, 놀라운 광고, 처리하기 쉬운 광고 중 어떠한 유형의 광고가 소비자에게 효과적이며 선호도가 높게 나타나는지 알아보고자 하였으며 또한 소비자에게 4가지 유형의 광고 중 정보 전달력이 강한 광고유형과 신뢰를 주는 광고유형, 광고에 대한 긍정적인 태도를 형성하는 광고유형에는 어떠한 유형의 광고가 더 효과적인지를 분석하여 광고회사가 정보성과 신뢰성, 광고태도를 각각 높이기 위한 광고를 제작할 때 어떠한 유형의 광고로 제작 하여야 되는지를 알아보고자 하였다.
Abstract
If you look at TV commercials in Korea, many viewers will not watch commercials at all, such as changing channels or doing anything else in front of TV during intensive advertising hours. Also, even if you encounter ads in these huge ad blocks, you will find it difficult to remember the brand of the ad or the message of the ad because many ads will be exposed at once. Many advertising companies expect their advertisements to remain in the consumer's memory for a long time by drawing attention from consumers and forming a positive attitude. Compared to the wishes of such advertising companies, consumers form a low-effort-based attitude in TV advertising. Which of the four types of advertising increases your attention to this low-effort advertising attitude is more effective and preferable in increasing your attention? In this study, we wanted to find out which types of ads are relevant to consumers and which are relevant to consumers, enjoyable ads, surprising ads, and easy-to-handle ads are effective and highly favored by consumers, and which of the four types of ads are more reliable, and which types of ads form a positive attitude toward advertising, respectively, when advertising companies analyze and produce advertisements that are more effective.
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