모바일 패션 SMS 광고 마케팅의 광고효과에 관한 연구

이승희(Lee, Seung-Hee),박정례(Park, Jung-ley),함가리(Hahm, Ga-ri) 한국조형디자인학회 2009 조형디자인연구 Vol.12 No.2

The purpose of this study was to examine the advertising effects of mobile SMS marketing on fashion advertising. Three hundred seventy eight female college students in Seoul and its suburb participated in this study. For the experimental study, two stimuli (Image type vs Text type) which present mobile fashion advertising were manipulated through two pre-tests. The results were as follows. First, factor analysis for advertising attitudes revealed that three factors (emotional, cognitive, delivery) with eigen values equal to or greater than 1.0 were generated, and accounted for 61.3% of the variance. Second, there were significantly differences by advertising types in advertising attitudes and purchase intention between image type and text type. That is, image advertising type had higher scores on advertising attitudes and purchase intention than Text advertising type. Second, there were significant interaction between appeal type and brand type on Ad attitudes. Based on these results, fashion mobile advertising marketing strategies would be suggested for more successful fashion brands.

스마트 기기를 통한 광고가 온라인 광고시장에 미치는 영향과 발전 방향 연구

김기영 한국일러스아트학회 2013 조형미디어학 Vol.16 No.4

Advertising in modern society out of the traditional media can not be accessed by the new kindergartens were not. with the addition of online features for mobile advertising market appears finally change the flow of the online advertising market is changing. furthermore, the production of smart devices, and with competition among operators to sell smart phones, smart TV advertising models, including the spread of the mass by a variety of online advertising is evolving as a smart advertising. although the spread of smart TV yet been successful, but the TV and be able to combine traditional online advertising to the emergence of a strong advertising business is still possible for highly appreciated. this stydy was published in the meantime, papers and books, and internet resources to take advantage of advertising through smart device in the future impact on the online advertising market to find out how to develop smart advertising in any from will be utilized to predict want to view. 현대사회에서의 광고는 기존의 미디어를 벗어나 새로운 차원으로 접근하지 않을 수 없게 되었다. 모바일이 온라인 기능을 탑재하면서부터 나타난 광고 시장의 변화는 스마트폰이 출시되면서 급기야 온라인 광고시장의 판세를 흔들고 있다고 해도 과언이 아니다. 더군다나 스마트 기기를 생산해서 판매하는 사업자들 간의 경쟁과 함께 스마트폰, 스마트 TV 등의 확산은 다양한 광고 모델을 양산함으로써 온라인 광고를 스마트 광고로 진화 시키고 있다. 비록 스마트 TV가 아직 성공적으로 확산 되었다고 할 수는 없으나 TV와 기존의 온라인 광고가 결합한 강력한 광고 비즈니스가 출현할 가능성은 여전히 높게 평가되고 있다. 본 연구에서는 그동안 발표되었던 논문이나 서적, 인터넷 자료를 활용해서 스마트 기기를 통한 광고가 향후 온라인 광고 시장에 미칠 영향에 대해 알아보고, 스마트 광고가 어떠한 형태로 발전하여 활용될지 예측해 보려한다.

전문대학 광고관련학과 교육과정에 대한 전문가 및 졸업생들의 인식에 관한 연구

김현애 ( Hyun-ae Kim ) 한국고등직업교육학회 2008 한국고등직업교육학회논문집 Vol.9 No.4

The purpose of college education related advertising is to train advertising professionals. To achieve this goal, colleges are emphasizing practical hands-on approach to education in the advertising field. This research will find out how much practical knowledge and ability graduates of advertising college programs have in their respective fields and how the advertising industry judges the quality of graduates in terms of their knowledge and ability in advertising. From the research we will provide the basic data from which colleges can develop an effective advertising curriculum. To properly train advertising professionals, we have selected the following fields of study as necessary education needed to succeed in the ad field: critical theory, creative ability, practical ability, technical skills, basic knowledge of humanities and foreign language skills. The research has shown that advertising professionals acknowledge the lack of knowledge and ability of college graduates of advertising departments as do the graduates themselves when working in the professional field. Based on data provided by graduates currently working in advertising fields, there is a need for well-trained graduates from advertising related departments. In order to achieve this we need to restructure the curriculum of the colleges to be more effective in educating future advertising professionals.

지하철 Platform Screen Door 광고매체에 관한 연구

김한수(Kim, Han Soo),이혜원(Lee, Hye Won) 한국디지털디자인협의회 2014 디지털디자인학연구 Vol.14 No.3

정보가 범람하는 현대 디지털 미디어 시대에 메시지를 효과적으로 전달하기 위해서는 미디어의 선택과 그에 따른 적절한 표현 수단의 선택이 매우 중요하다. 광고는 홍보와 정보전달을 위한 커뮤니케이션(communication)의 대표적인 방법으로 현대 디지털 미디어의 발전에 힘입어 다양한 형태로 소비자의 호기심을 자극하고 있다. 이러한 광고 메시지를 소비자에게 전달하는데 사용되는 매개수단을 광고매체라 하며 신문·잡지 등의 인쇄매체와 라디오·TV 등의 전파매체 그리고 교통광고, POP광고, 옥외광고 등으로 구분되어 진다. 특히 옥외광고는 다른 광고와 달리 장시간 노출이 가능한 차별적 속성이 장점으로 광고주와 소비자 모두에게 여전히 매력적인 광고매체로 주목받고 있다. 본 연구는 옥외광고의 한 형태인 지하철 PSD(platform screen door)의 광고매체에 관한 연구로, 대전지하철 PSD 광고매체를 대상으로 선정하고 사용자에게 광고의 매체 효율을 높일 수 있는 사용성 향상을 위한 연구를 진행하였다. 한 달간의 관찰을 통해 현재 설치되어 있는 광고매체의 여건 및 종류를 분석하고 사용자 설문과 인터뷰, 사례조사를 통하여 문제점을 도출하였으며 그에 따른 매체의 사용성을 높이는 방안을 제시하였다. 결과적으로 본 연구에서는 데이비드 코드 머레이(David Kord Murray)의 바로잉(borrowing)기법을 활용하였고 대전지하철 광고매체에 원웨이 비전 필름(one-way vision film)과 PSD 고정도어 상단에 LED조명 스크린보드의 설치를 제안하여 지하철 내에서 사용자의 시야확보와 더불어 효율적인 광고매체의 사용성을 높이는 가이드라인을 제안하였다. In the era of digital media development with the flood of information, it is essential to choose the most appropriate medium and the methods of e-pression to deliver messages effectively. Advertising, as the major way of communication for marketing and providing information, stimulates consumers"; curiosity along with the development of digital media. The media to covey the advertising message is defined as advertising media and it can be divided into print media like newspapers and magazines, propagational media like radio and TV and outdoor advertising like transport advertising and POP advertising. Especially, unlike other media, outdoor advertising medium has been shed light as an appealing advertising medium to clients and consumers because of its differentiated points in the long-time exposure. This research was carried to study the media of subway PSD(platform screen door) advertising which is one of the outdoor advertising, and employed Daejeon subway PSD advertising media as a case study to improve usability of the advertising media efficiency. With the observation on users for a month, its problems were deducted from the case study, user survey and analysis of the conditions and kinds of the advertising installed at the subway station and some suggestions to enhance the media usability were made. Consequently, in this research, the installation of one-way vision film and LED screen board on the top of PSD for advertising media at Daejeon subway based on the method of borrowing from David Kord Murray was suggested as a guideline as a way of improving the usability of efficient advertising media along with the sight security of users at the subway.

The considerable new way in outdoor advertising which provided by the preferences of audienced : A study on the finding a new way to provide customized advertising contents to the audiences

CHANG Chi-Hsiang 한국디자인학회 2010 한국디자인학회 학술발표대회 논문집 Vol.2010 No.10

Advertising is everywhere, and advertising spending is huge. Advertising is there, but do you really see it? Too much advertising can be seen, but how many can we remember, how many do we need and like? For the advertising providers, they spend lots of money on the advertising, but how many targeted audiences they really reach? Thus we have to take seriously of evaluating the effects of the advertising, or to find the way to provide the advertising message to the right audiences precisely. Nowadays, we can see some changes in the internet advertising. In the internet world, advertiser can provide different kinds of way in advertising, something like interactive, something like customized. And since audiences will have the other identity in the internet world, it results in that the advertising can more precisely reach the targeted audiences, and makes the advertising really effective. The main idea of the research is to find the same style of this customized advertising way in outdoor advertising, and evaluate this new proposal if it's really effective. In the end, we can know that how the audiences really feel if they really receive the contents they want.

Consequences of Advertising Literacy among College Students

엄남현 한국콘텐츠학회 2023 International Journal of Contents Vol.19 No.3

Due to recent developments in the media landscape, the lines between the commercial message and media content have blurred and consumers’ advertising literacy is being challenged. Thus, a required skill and ability in our digital age is advertising literacy. This study is designed to investigate what consequences from advertising literacy arise. In such terms, this study proposes skepticism toward advertising, perception of advertising value, and attitude toward advertising. Study findings suggest that advertising literacy is likely to decrease consumers’ skepticism toward advertising and enhance their attitude toward ad. In addition, this study finds that advertising literacy increases consumers’ perceived value of advertising. Further research is proposed.

의류광고 관여와 소구 유형에 따른 광고효과 : 20~30대 직장여성을 중심으로 Focus on Working Women in the age of 20's and 30s'

홍병숙 한국의류학회 1999 한국의류학회지 Vol.23 No.7

The objective of this study was to search out the motive and it's degree of the advertising involvement and to verify how the consumer's reaction have influenced on the effect of the advertising. In this study, the questionaries used and objects were 236 working women from 20 to 39 years old. The datas were analyzed by reliability, mean, standard deviation, percentage, Duncan test, t-test, factor analysis, correlation, ANOVA and regression. The outcome of the analysis can be as follows: 1. Consumer's advertising involvement in the clothing goods was standing on 'Emotional', 'Expressional', or 'Economical' position. Among the factors affecting the consumer's behaviors, 'Usefulness', 'Like or Dislike or 'Uniqueness' are the major 3 bases for perceptive evaluation, 'Activity' 'Uncomfortableness' and 'Tranquility' are the 3 factors extracted from consumer's emotional reaction. 2. There was little difference in the size of advertising effect among the cluster types classified by each difference motive of the clothing advertising involvement. 3. Perceptive evaluation, of the types of advertising appeal the non-sex-appeal advertising was inclined to 'Usefulness' or 'likes', while the sex-appeal advertising depending rather highly on 'Uniqueness'. In respect of emotional reaction, 'Tranquility' was on non-sex-appeal advertising, while more 'Activity' or 'Uncomfortable' feeling were on sex-appeal advertising. 4. In the light of 'advertising style', 'brand image' or 'purchase stimulation' the non-sex-appeal advertising was rather favorable received by the consunmer's than the sex-appealing one. 5. All those surrounding factors, excluding the 'uniqueness' are closely co-related to purchase stimulation.

스포츠공익광고에 대한 광고회의주의 효과

김석일(SeokIlKim),오현옥(HyunOkOh) 한국체육학회 2009 한국체육학회지 Vol.48 No.4

본 연구는 대학생들을 대상으로 스포츠공익광고에 대한 광고회의주의의 효과를 살펴보았다. 이를 위한 연구방법으로는 SPSS 15.0을 이용하여 탐색적 요인분석, 상관관계 분석, 신뢰도 분석, 위계적 회귀분석 및 단순회귀분석등을 통해 결과를 추출하였다. 본 연구의 결과를 간략하게 제시하면 다음과 같다. 첫째, 조사대상자인 대학생들은 비교적 광고회의주의 수준이 높은 것으로 나타났다. 둘째, 대학생들의 광고회의주의 수준을 측정, 광고회의주의 성향 고 집단과 저 집단 간의 스포츠공익광고에 대한 광고신뢰도, 광고호감도, 광고태도를 살펴본 결과, 광고회의주의 성향 고 집단이 저 집단에 비해 광고신뢰도, 광고호감도, 광고태도에서 비교적 낮은 점수를 보인 것으로 나타났다. 따라서 광고회의주의가 높을수록 광고신뢰도나 광고호감도, 광고태도는 오히려 떨어지는 것으로 볼 수 있다. 셋째, 성별 및 자존감과 광고회의주의의 관계를 살펴본 결과, 성별이나 자존감은 광고회의주의에 유의한 영향을 미치지 못하는 것으로 나타났고, 광고회의주의가 스포츠공익광고에 대한 광고신뢰도와 호감도, 광고태도에 미치는 영향을 살펴본 결과, 광고회의주의는 스포츠공익광고에 대한 광고신뢰도, 호감도, 광고태도에 부정적 영향을 미치는 것으로 나타났다. This study was to examine university students' ad skepticism on sport public service advertising. The statistical techniques, which were used for the analysis of this study, were exploratory factor analysis, correlation analysis, reliability analysis, hierarchical regression analysis by using SPSS 15.0. And this study classified the level of ad-skepticism toward sport public service advertising with high and low. the results of this study were as follows. first. this study found the college student's ad-skepticism toward sport public service advertising. second, this study did not find the relationship between self-esteem and ad-skepticism. third. according to the level of ad-skepticism toward sport public service advertising, students had different advertising credibility, advertising liking and attitude toward sport public service advertising. In other words, ad-skepticism was negatively related to advertising credibility, advertising liking and attitude toward sport public service advertising.

효익 메시지의 위계성에 따른 광고 효과 -제품 관여도의 조절효과를 중심으로-

성영신,김숙진,김미나 한국소비자·광고심리학회 2007 한국심리학회지 소비자·광고 Vol.8 No.1

최근 광고 메시지의 대부분은 제품의 객관적인 특징보다는 소비자가 주관적으로 느낄 수 있는 효익들을 제공하고 있다. 그러나 효익을 어떻게 광고 메시지에 표현해야 하느냐에 대한 실증적 연구는 드물다. 이에 따라 본 연구에서는 효익의 특성인 위계성을 메시지 표현 전략으로 사용하여, 메시지의 위계성에 따른 광고 효과를 알아보았다. 또한 소비자의 관여도 수준이 조절 효과를 가질 것으로 예상하여, 관여도 수준에 따라 참가자를 두 집단으로 구분하여 메시지 위계성의 효과를 비교하였다. 그 결과 위계적 메시지를 본 집단이 비위계적 메시지를 본 집단보다 더 호의적인 브랜드 태도를 보였다. 그리고 브랜드 태도에 대해 관여도의 조절효과가 나타났다. 이는 효익 메시지의 위계성이 소비자로 하여금 제품의 속성과 제품의 궁극적 가치를 쉽게 연결할 수 있도록 도와주어 제품에 대한 기대를 높이기 때문이다. 본 연구는 효익 정보를 전달하는 광고가 증가하는 시점에서, 효익 메시지의 위계성이 효과적인 메시지 전략임을 제안하였고 소비자의 관여도에 따라 차별적인 메시지 제시 전략이 필요함을 제안하였다. The purpose of this study is finding out the effect of a benefit hierarchy in advertising messages and the moderate effect of consumer involvement on the advertising effect. I divided the advertising message into hierarchical message and non-hierarchical message according to the benefit hierarchy in order to investigating those purposes. I also separated subjects into two groups regarding to the average of involvement scores. I examined the attitude towards advertising and the brand throughout the two factor design. The result suggested that there is an effect of a benefit hierarchy on the brand attitude but not the advertising attitude. So we can say that there is a effect of benefit hierarchy in advertising messages. In addition I could figure out the moderate effect of the consumer involvement about influencing benefit hierarchy on the brand attitude. It is because of consumer inference. The consumer who highly involves in particular product has high motivation to process its advertising messages and can infer another benefit related to offering benefit in the advertising. So they have similar amount of attitude on the non-hierarchical message with the hierarchical message. In contrast to them, the consumer who lowly involved in specific product does not have enough motivation to infer another benefit related to offering benefit in the advertising. So they highly evaluated the brand that offered with hierarchical message because that makes them have high expectation to satisfy their needs throughout using that product. This result give several implications us that using the benefit hierarchy is one of effective message strategies and the effect of benefit hierarchy in a advertising message is different form individual aspects especially a consumer involvement. So I could propose the effect of benefit hierarchy in a advertising message and interaction effect of benefit hierarchy on a advertising effect.

광고의 기능과 광고태도간의 관계성에 관한 한국과 중국소비자 인식 비교

김나미,유승엽 한국소비자·광고심리학회 2014 한국심리학회지 소비자·광고 Vol.15 No.1

The purpose of this study was to investigate the following questions: First of all, What is the awareness of the function of advertising to consumers in Korea and China, respectively? Second, the ads feature recognition between them there is a difference? Third, there is a difference in the awareness of differences in advertising between these attitudes of advertising recognition and advertising attitude to recognize the relevance? The results of this study are as follows. First, the ad features the results of factor analysis yielded seven factors. ie, Promoting consumerism, formation of cultural consumption, the model dependence, social graces inhibition, mistrust advertising, fun and entertaining, and providing information. Second, Korean and Chinese consumers recognize the difference between verification advertising results showed no significant difference. Consumers in China than in Korea's consumer awareness about the ad features negative. Third, Korea's favorable score from the overall attitude toward advertising than consumers in China's consumers were. Fourth, economic and cultural functions of advertising awareness of Chinese consumers contributed to form a positive attitude toward advertising has been. Finally, the ads feature Korean consumers' attitude toward advertising in the most affecting factor was the formation of a culture of consumption. Notable result of the advertising model dependence and fun entertainment aspect is that it has a huge impact on attitude toward advertising. The results of this study is expected to give to the future, the company plans to enter the Chinese market, the basic data to formulate a strategy for the Chinese market and advertising field. 본 연구는 한국과 중국의 소비자를 대상으로 광고기능 인식이 어떠한가, 광고기능 인식에 차이가 존재하는가, 광고태도에 대한 인식에서 차이가 있는가 및 광고인식과 광고태도 관련성에 차이가 있을 것인가 등에 대해 의문을 확인하고자 하였다. 연구결과, 첫째, 광고기능 요인분석 결과 7개 요인이 산출되었다. 즉, 소비주의촉진, 소비문화형성, 모델의존성, 사회품위저해, 광고불신, 재미오락성, 정보제공이었다. 둘째, 한중 소비자의 광고인식 차이검증 결과 한국과 중국소비자 인식에 유의미한 차이가 나타났다. 한국의 소비자들에 비해 중국의 소비자들은 광고기능에 대한 인식이 부정적이었다. 셋째, 한국의 소비자들은 중국의 소비자들에 비해 전반적인 광고태도 점수에서 호의적인 것으로 나타났다. 넷째, 중국소비자들의 경우 소비문화형성과 소비주의촉진과 같은 광고의 경제적/문화적 기능에 대한 인식이 긍정적 광고태도를 형성하는데 기여하고 있다. 끝으로, 한국소비자의 경우 광고태도에 가장 영향을 미치는 광고기능 인식요인은 소비문화형성으로 나타났다. 주목할 만한 결과는 광고의 모델의존성과 재미오락성 측면이 광고태도에 큰 영향을 미친다는 점이다. 본 연구결과는 향후 중국시장에 진출을 계획하고 있는 기업들에게 중국 시장 광고 전략을 세우는데 기초적인 자료를 제공해 줄 것으로 기대한다.