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직접판매 회사의 광고캠페인이 소비자반응에 미치는 직접 및 간접효과에 관한 연구

Studies on the Direct and Indirect Effects of Advertising Campaign on the Consumer Responses

이상준|유창조
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2014.12|상품학연구 (Journal of Product Research)|제32권 제6호|pp. 201-213|DOI 10.36345/kacst.2014.32.6.021

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참고문헌

키워드

광고 캠페인의 직접 효과광고 캠페인의 간접 효과직접판매 방식영업활동의 효율성direct effects of advertising campaignindirect effects of advertising campaigndirect selling methodseffectiveness of sales peoples’ activities
주제분류경영학

초록

학계의 연구자들과 실무자들은 광고캠페인이 소비자반응에 직접적인 영향을 미치는 영향을 주로 분석해 왔기 때문에 광고가 소비자 반응에 미칠 수 있는 간접적인 경로에 대한 가능성을 탐색해 오지 않았다. 그러나 최근 직접판매 방식만을 사용하는 회사가 제품에 대한 대중적인 광고캠페인을 전개하여 좋은 매출성과를 내는 현상이 목격된 바 있다. 이 회사는 다단계 판매방식을 갖고 있어 일반 매장을 이용하지 않고 영업사원을 통해서만 제품을 판매하고 있었다. 본 연구는 이러한 회사가 광고캠페인을 전개하는 의사결정을 내리게 된 배경을 탐색한 후 광고가 영업사원들의 영업효율성 향상을 통해 소비자 반응에 영향을 미치는 간접적인 경로를 확인하게 되었고, 그 결과 광고가 소비자반응에 미치는 직접 및 간접경로에 대한 모형을 제안하였다. 이 모형을 검증하기 위해 연구자들은 직접판매 방식만을 사용하는 회사의 지원을 받아 그 회사의 영업사원들 227명을 대상으로 인터넷을 통한 설문조사를 실시하였다. 설문조사에서 응답자들은 광고캠페인이 전개되기 전에 영업활동을 시작한 사람들로 제한하였다. 본 연구는 영업사원들로부터 회사의 촉진활동, 자신의 영업활동 및 소비자들의 반응에 대한 인식을 측정했고, 이러한 질문은 광고캠페인이 전개되기 전과 후로 구분되어 비교･분석되었다. 분석결과 영업사원들은 회사의 광고활동이 소비자 반응에 직접적으로 영향을 미치지 못하는 것으로 인식하고 있었다. 그러나 영업사원들은 회사의 광고활동이 자신들의 영업활동을 도와주고 있고 제품 광고를 접한 소비자들은 자신들의 영업활동에 더 호의적으로 반응하고 있다고 응답하였다.

Abstract

While academics and practitioners alike appear to widely hold the idea that advertising campaigns have a direct effects on consumer responses, little empirical evidence of indirect paths from advertising campaign to consumer responses and nature has been explored in the literature. However, we had a chance to observe that a company with direct selling methods only ran a TV campaign and increased product sales significantly. This company had sold the products through sales people only without using any types of channel members. After exploring this company’s underlying rationale for running the ad campaigns under these circumstances, we hypothesized the effects of advertising campaigns on consumer responses through the mediating role of sales people and suggest both direct and indirect paths from advertising campaign to consumer evaluations. For this purpose, we got supports form a company which sells the products through direct selling methods only and collected data through internet survey methods with 227 sales people in the company. We restricted survey respondents to sales people who began their job before the advertising campaign was run. We measured their perceptions about company’s promotion activities, their sales activities and consumers responses before and after the advertising campaigns and compared their responses. Sales people perceived that promotion activities of the company did not influence the consumer evaluations directly. However, indirect effects of ad campaign on consumer evaluations were confirmed. The advertising campaign of the company influenced sales people’s selling efforts positively and also sales people’s performance was enhanced with the presence of advertising campaign.

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