Effects of Advertising depending upon Type of Advertising and Form of Advertising Model
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
Purpose This study investigated whether there are differences in advertising effects depending on the type of advertising, divided into public service announcements (PSA) and commercial advertisements, and the form of advertising model. Research Design, Data, and Methodology By investigating the difference in advertising effects due to the type of advertising and form of advertising model, the study was expected to reveal the optimal advertisements for achieving the desired advertising effects. The subjects were Jangan University students in their first and second year, with 102 copies of the survey questionnaire received for analysis. Results The findings were different for the celebrities, professionals, and CEOs, except for the PSA; further, they were different among celebrities, professionals and the other types of model, except CEO, in commercial advertising. Simple regression results showed that both the professionals and CEO models had a positive impact on the effect of advertising in the case of the PSA. Conclusion These results suggested that appropriate selection of the form of advertising model is a very important factor. Conversely, it has been suggested that the celebrity model is the most effective, reflecting the trend for commercial advertisements.
Abstract
Purpose This study investigated whether there are differences in advertising effects depending on the type of advertising, divided into public service announcements (PSA) and commercial advertisements, and the form of advertising model. Research Design, Data, and Methodology By investigating the difference in advertising effects due to the type of advertising and form of advertising model, the study was expected to reveal the optimal advertisements for achieving the desired advertising effects. The subjects were Jangan University students in their first and second year, with 102 copies of the survey questionnaire received for analysis. Results The findings were different for the celebrities, professionals, and CEOs, except for the PSA; further, they were different among celebrities, professionals and the other types of model, except CEO, in commercial advertising. Simple regression results showed that both the professionals and CEO models had a positive impact on the effect of advertising in the case of the PSA. Conclusion These results suggested that appropriate selection of the form of advertising model is a very important factor. Conversely, it has been suggested that the celebrity model is the most effective, reflecting the trend for commercial advertisements.
참고문헌 (30)
- Ahn, Kwang-Ho., "The Study of the Effect of Perceived Brand Value on Market Price and Brand Choice Behavior", Korean Journal of Advertising, 15(5), pp.439~457 (2004)
- Atkin, C., "Effectiveness of Celebrity Endorsers", Journal of Advertising Research, 23(1), pp.57~62 (1983)
- Baker, M. J., "The Impact of Physically Attractive Models on Advertising Evaluations", Journal of Marketing Research, 14(11), pp.538~555 (1977)
- Basil, M. D., "Marketing AIDS prevention : the differential impact hypothesis versus identification effects", Journal of Consumer Psychology, 6(4), pp.389~411 (1997)
- 조용석, "공익 광고의 주제 유형별 효과: 이슈 유형(사회적-개인적)에 따른 메시지 및 수용자 변인의 영향", 한국광고홍보학보, 9(4), pp.71~104 (2007), 한국광고홍보학회
- Darian, J. C., "Social marketing and consumer behavior : Influencing the decision to reduce alcohol consumption", Advanced in Consumer Research, 20, pp.413~418 (1993)
- Dunn, W. S., "Advertising: Its Role in Modern Marketing", pp.6~22 (1986), CBS College Publishing
- Erdogan, B. A., "Selecting Celebrity Endorsers : The Practitioner’s Perspective", Journal of Advertising Research, 41(3), pp.39~49 (2001)
- Freiden, J. B., "Advertising Spokesperson Effects : An Examination of Endorser Type and Gender on Two Audiences", Journal of Advertising Research, 24(5), pp.33~41 (1984)
- Friedman, H. H., "Endorser Effectiveness by Product Type", Journal of Advertising Research, 19, pp.63~71 (1979)
- 황희중, "브랜드 이미지와 광고모델의 일치성이 가격공정성 지각에 미치는 영향 : 스포츠 광고를 중심으로", 유통과학연구, 10(3), pp.43~50 (2012), 한국유통과학회
- Kelman, H., "Processes of Opinion Change", Public Opinion Quarterly, 33, pp.57~78 (1961)
- Kim, Ja-Kyung, "The effect of TV Program : Induced Mood On Aad", Korean Journal of Advertising, 11(3), pp.109~146 (2000)
- 김재휘, "자기개념 점화와 메시지 프레이밍이 설득에 미치는 영향", 광고학연구, 20(1), pp.57~70 (2009), 한국광고학회
- 김승재, "스포츠 스타모델과 유명 연예인 모델의 제품에 따른 광고에 대한 소비자 인식분석", 한국사회체육학회지, 46(46), pp.421~430 (2011), 한국사회체육학회
- 이병관, "공익광고의 프레이밍 효과에 관한 연구 - 메타 분석", 한국광고홍보학보, 14(2), pp.33~60 (2012), 한국광고홍보학회[DOI]
- Lee, Doo-Hee, "Advertising", pp.14~ (2002), Pakyoungsa
- Lee, Jae-Soo, "Advertising Psychology", pp.6~ (1999), Chojyungsa
- 이지현, "패션브랜드 커뮤니티와 동영상 UCC 소셜 미디어 참여행동이 광고효과에 미치는 영향", 한국의류학회지, 35(8), pp.877~889 (2011), 한국의류학회
- 이경렬, "최고경영자(CEO)모델의 광고효과에 관한 연구 : 모델의 유형 및 제품관여도의 상호작용을 중심으로", 한국광고홍보학보, 8(4), pp.302~330 (2006), 한국광고홍보학회
- Mackenzie, S. B., "The Role of Attitude toward the AD as a mediator of Advertising Effectiveness : A test of Competing Explanation", Journal of Marketing Research, 23(2), pp.130~143 (1986)
- McCracken, G., "Who is the Celebrity Endorse", Cultural Foundations of the Endorsement Process, 1989, pp.16(11), 310~321
- Na, Eun-Yeong, "Social Psychological Concepts and Principles Applied to Political and Commercial Advertising", Korean Journal of Psychology, 20(1), pp.177~209 (2001)
- Nunnally, J. C., "Introduction to Psychological Measurement" (1978), McGraw-Hill
- Ohanian, R., "Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness", Journal of Advertising, 19(3), pp.39~52 (1990)
- 박남구, "A Study on the Meaning and Strategy of Keyword Advertising Marketing", 유통과학연구, 8(3), pp.49~56 (2010), 한국유통과학회
- Pride, W. M., "Marketing: Concepts and Strategies" (1989), Houghton-Mifflin
- 송정미, "브랜드선호도에 따른 광고모델과 자기개념의 일치성: 아파트브랜드를 대상으로", 한국심리학회지: 소비자·광고, 9(1), pp.25~44 (2008), 한국소비자·광고심리학회
- Stafford, M. R., "Predispositions toward Green Issues : The Potential Efficacy of Advertising Appeals", Journal of Current Issue and Research in Advertising, 18(1), pp.67~79 (1996)
- Wright, P., "Conditional Consumer Choice Processes and Advertising Strategy: An Introduction to The Principle of Control Via Advocacy and the "MOD SQUAD" for Advertising Strategists, In Moving Ahead with Attitude Research", pp.101~106 (1977), American Marketing Association