VMD 측면에서 상품배치와 매출의 상관관계에 관한 연구

이소은(So Eun Lee) 한국디자인문화학회 2010 한국디자인문화학회지 Vol.16 No.3

업태별, 제품 간의 경쟁이 가속화 되면서 브랜드의 이미지를 차별화하기 위한 다양한 마케팅 전략이 모색되고 있으며, VMD에 대한 중요성이 부각되고 있다. 효과적인 VMD 전략수립을 통한 기업의 이윤 증가를 기대할 수 있기 때문에 VMD 구성요소의 전략적 활용방안에 대한 필요성이 요구되며, 그에 대한 연구가 필요하다. VMD 구성요소 인 상품배치는 매장의 레이이웃, 동선과 밀접한 관계를 가지는 중요한 요소로, 상품배치와 매출과의 상관관계를 분석하여 VMD 기획 시 효과적인 전략수립을 위한 기초자료를 제시하고자 한다. 본 연구는 상품배치의 사례연구를 통해 상품배치와 매출과의 상관관계를 파악하고, 전략적인 상품배치 방안을 제안하는데 그 목적이 있다. 본 연구의 연구범위에는 VMD 정의와 구성요소, 상품배치의 방법, 상품배치 사례분석, 상품배치와 매출과의 상관관계 분석들이 포함되어 진다. 연구의 내용은 VMD 구성요소로서의 상품배치를 이해하는데 필요한 이론들을 정리, 제시하고 있으며, 이를 통해 매출상승을 위한 효과적인 상품배치 방안을 제공하고 있다. 연구방법으로 실제 국내 패션브랜드 C사, 4개 매장의 상품재배치 전과 재배치 후의 매출을 비교 분석하여, 상품배치와 매출과의 상관관계를 파악하고자 하였다. 본 연구의 결과로서 상품 재배치 전과 재배치 후 매출이 4매장 평균 13.2%가 증가한 것으로 나타났으며, 상품 배치와 관련하여 변화 요인을 분석한 결과, 상품의 아이템별 분류 보다 스타일별 분류 시 더 매출이 증가하는 것으로 나타났다. 또한 매장 내 중앙행거 수를 줄이고 일자형의 배치가 아닌 벽장의 아이템과 연계한 배치를 통해 편안한 분위기를 유도하고 매출로 연계되는 것으로 분석되었다. 매장의 규모가 작은 경우의 카운터 위치는 입구 정면 보다는 양끝이나 측면부분에 위치하는 것이 좋으며, 신발과 의류를 함께 판매하는 브랜드의 경우, 고객용 의자를 매장 좌우에 균등한 분할 배치가 효과적인 것으로 나타났다. 이러한 결과는 기업의 매출 증가를 위해, 각 브랜드에 적합한 상품배치 방안의 필요성을 시사하고 있다. Corporations have searched for diverse marketing strategies to differentiate their brand images as competitions grow fiercer and fiercer among business types and products. Thus the importance of VMD attracts even more attention. Corporations can expect profit increases according to effective VMD strategies, which calls for a need to develop strategies to make use of VMD components and do researches on them. One of the VMD components, product placement is vital and has close relationships with the layout and path of action of the store. The study analyzed correlations between product placement and sales to provide basic data for setting up effective strategies in the stage of VMD planning. The purposes of the study were to do a case study on product placement, investigate correlations between product placement and sales, and propose strategic plans for product placement. The scope of this study include the definition and components of VMD, methods of product placement, case analysis of product placement, and correlations between product placement and sales. The study sorted out and presented theories needed to understand product placement as one of the components of VMD and used the results to propose effective plans for product placement to lead to greater sales. As for methodology, the study compared and analyzed sales of four C brand stores before and after product placement and examined correlations between product placement and sales. As a result, the sales of the stores increased by average 13.2% after product placement. The analysis results of factors that changed in relation to product placement indicate that style-based categorization generated more sales than product item-based categorization and that reduction of central hangers and product placement in connection with closet items created a comfortable atmosphere and generated more sales than product placement on a straight line. The counters contributed to sales more when located at both ends of the entrance or on the sides than the front side of the entrance. When the brands that marketed both clothes and shoes provided much space for customer chairs, they were able to generate more sales. Those results imply a need for product placement plans fit for each brand to increase corporate sales.

Apple Product Placement and Representation of THE CURRENT STATE OF Thailand in Seven Something (2012)

Takiankao Panita,Donny Eros 국제지역연구학회 2014 국제지역학논총 Vol.7 No.2

Apple has made successful product placements in many Hollywood box offices and won the Brand cameo award for Overall Product Placement in 2012. As marketing analyst Matthew Bywater points out, Apple has enjoyed this positioning as a cool and sexy image without paying a cent. Recently, Apple products have featured in films from Thailand and other South East Asian nations. Seven Something (2012) is one of the most successful Thai films, which strongly lend it to Apple product appearances. Thus, this paper investigates the phenomena by elaborating about conceptual briefs on product placement as well as Apple’s “unique” product placement by closely looking at the mise en scene and narratives of films which include the Apple product placements. A discussion on nations (in particular, Thailand) and their representation in film is also included. This paper uses in-depth interviews to understand how audiences perceive Apple and other product placements in film. Consequently, the Apple products appear in the film not only to promote the product and build the film narrative but moreover to symbolize the recent reality shift in Thai people’s lifestyles, specifically in Bangkok and related to that social network phenomenon. The Apple devices in the film are also used as frames to promote tourist icons in Bangkok, as well as representing Thailand as a modern nation. The saturation of Apple product placements in Seven Something also suggests that modern-day Thailand is also a potential consumer of Apple products.

INVESTIGATING THE IMPACT OF PRODUCT PLACEMENT ON BRAND ATTITUDE: A CASE OF MARVEL MOVIES

George C. Shen,Cia-Han Tsai,Rick Lee,Chia Ann Lai 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The success of Marvel movies attracts more companies to place their brands in this series of movies, apparel brand like Under Armour or car manufacturer like BMW has largely used the movie as medium of product placement to increase brand equity. To understand how the product placement in the movie affect consumer attitude and purchase intention is in needed. Neer (2004) states that product placement is a type of marketing by creating impression for consumers unconsciously through incorporation into the plot of TV programs, movies and other media. The conceptual model was built based on the Russell’s (2002) tripartite typology of product placement and social comparison theory. We presume brand-self congruity, placement explicitness, plot connection, and attitude toward the plot and role are positively related to brand attitude and purchase intention. The research employed experiment with a 2 (placement explicitness: prominent/subtle) x 2 (plot connection: main character/supporting role) between subject design. The research theme is under the Under Armour because the brand used product placement as the company’s major marketing communication process of move placement. The research result shows that the more the product placement is identifiable in the movies, with frequent usage or appearance in main plot, the better the placement effect is; the preference of consumers on movies, including plot and role attitude, explicitly influences placement effect. If the real self or ideal self of consumers are consistent with brand image, a higher brand attitude and purchase intention will occur. To best of our knowledge, our paper is first one using self-congruity and attitude toward the plot to investigate the outcome of product placement in the movies. The research concludes with implications for promotion strategy to advance brand image and purchase intention by increasing the effectiveness of product placement. Future research suggestions relevant to the product placement issues, marketing communication and brand management are also provided.

TV 드라마에서의 제품배치가 브랜드 회상 및 태도에 미치는 영향

김미정(Mijung Kim),김종배(Jongbae Kim) 성신여자대학교 경영연구소 2009 경영관리연구 Vol.2 No.1

제품배치(Product Placement, 이하 PPL)는 특정회사 제품을 소도구로 등장시키는 영화, TV프로그램, 연극, 온라인게임 속의 광고를 가리키는 것으로, 이들 이용자들에게 영향을 줄 목적으로 하는 유료(대가성)의 제품 메시지를 의미한다. 매체환경의 변화와 영화, TV드라마 시장의 확대는 마케팅 실무자들에게 제품배치 간접광고와 같은 대안매체를 활용하게 하였고, 이에 따라 마케팅 실무자들은 PPL이 어떤 맥락에서 사용되는 것이 가장 효과적인가에 대해 관심을 기울이게 되었다. 본 연구는 PPL 효과에 영향을 미칠 수 있는 여러 요인 가운데, 배치유형을 선택하였고, 이와 더불어 등장인물과의 동일시와 브랜드 친숙성의 조절효과를 살펴보고자 하였다. 분석결과, 배치유형은 온셋 배치(on-set placement)일 경우가 크리에이티브 배치(creative placement)일 경우보다 브랜드 회상도, 브랜드 태도가 더 높게 나타났다. 한편 등장인물과의 동일시, 브랜드 친숙성의 조절효과는 유의적으로 나타나지 않았다. 이러한 연구결과는 제품이나 브랜드가 어떤 장면에 어떻게 등장하는가 하는 것이 PPL 효과에 영향을 미친다는 점을 시사한다. 결론에서는 본 연구의 문제점을 정리하였고 또한 이를 통해 좀 더 나은 PPL 효과를 규명하기 위한 후속 연구를 위한 개선점을 제시하였다. Product Placement(PPL) involves the use of a brand-name product in a movie, television show, video, or commercial for another product. Companies are usually eager to gain exposure for their products, and studios believe that product placements add authenticity to the film or program. The changing media environment and enlarging movie and TV drama markets have made marketing workers use alternative media in a form of indirect advertising such as product placement. Thus, marketers as well as advertising agencies have been interested in the most effective way to place PPL in a context of movies, TV dramas, etc. We investigate how PPL types have an impact on brand recall and brand attitude. Our research also examines whether these influences are moderated by brand familiarity and identification with characters. An experiment is conducted to test hypotheses. Results show that as to the placement type, on-set placement has higher brand recall and brand attitude rather than creative placement and that there is no moderating effects of identification with characters and brand familiarity. After presenting our findings, we develop several implications for marketing managers in terms of how to more effectively implement PPL. We conclude with several suggestions for future research.

효과적인 PPL 노출시간은 어느 정도인가?: 제품배치 유형에 따른 간접광고 효과

박은아,김동환 한국소비자·광고심리학회 2015 한국심리학회지 소비자·광고 Vol.16 No.4

The purpose of this study was to examine the effects of the different types of product placement and exposure time of PPL on brand recognition and brand attitude. In addition, we hypothesized that the types of product placement and exposure time will have interaction effect on brand recognition and brand attitude. To achieve this goal, the experiment was designed by 3 single exposure times (low/medium/high) x 2 types of product placements (on-set placement/creative placement) within subject factor. The total of 133 undergraduate students were recruited and asked to watch movie and then to answer questions about the brand recognition and brand attitude. The results of this study were as follows. First, the on-set placement had higher effect than the creative placement did on brand recognition. Second, the degree of single exposure time of PPL had positive effect on brand recognition, and the high condition(9-12 sec.) of single exposure time of PPL had higher effect than the low condition(1-4 sec.). Third, there was no interaction effects between the types of product placement and single exposure time on brand recognition. On the other hand, there was a significant interaction effect between the types of product placement and single exposure time on brand attitude. In the case of creative placement, the attitude toward placed brand had higher tendency when single exposure time of PPL was presented longer. However, in the case of on-set placement, the medium condition of single exposure time of PPL produced a higher brand attitude than the low condition or high condition did towards placed brand. These results suggest that exposure time of PPL may represent an important variable on PPL and indicate that the appropriate level of exposure time is different in terms of product placement type. 본 연구는 급격히 증가하고 있는 간접광고 시청환경에서 과연 적절한 간접광고 노출시간은 어느 정도인가에 관심을 갖고, 제품배치 유형과 노출시간에 따른 광고효과 차이를 알아보았다. 모든 간접광고의 노출빈도는 3회로 하고, 제품배치 유형(온셋 배치/크리에이티브 배치)과 1회 노출시간(1-4초/5-8초/9-12초)을 독립변인으로 하여 간접광고 브랜드 재인과 브랜드 태도를 분석하였다. 연구결과, 간접광고가 등장인물에 의해 제시, 사용되는 온셋 배치가 단순히 배경으로 제시되는 크리에이티브 배치에 비해 브랜드 재인이 높고, 1회 노출시간이 9-12초(고)로 제시될 때 1-4초(저)로 제시될 때보다 유의하게 브랜드 재인이 더 높았다. 브랜드 태도에서는 노출시간과 배치유형의 상호작용이 유의하여, 크리에이티브 배치에서는 1회 노출시간이 길수록 브랜드 태도가 높아지는 경향성이 나타난 반면, 온셋 배치에서는 1회 노출시간이 5-8초(중) 조건일 때 1-4초(저)와 9-12초(고) 조건에 비해 브랜드 태도가 더 높았다. 이 같은 결과는 효과적인 간접광고 노출시간은 제품배치 유형에 따라 다르며, 적정수준 이상으로 길게 제시되는 것은 간접광고 브랜드에 대하여 부정적 태도를 형성시킬 수 있으므로, 광고목표에 따라 노출시간을 계획하여 간접광고를 집행해야 함을 시사한다.

한국 웹드라마에 나타난 간접광고(PPL)의 효과분석* : 중국 소비자를 대상으로

유동기,이세진 한국광고PR실학회 2024 광고PR실학연구 Vol.17 No.1

방송 콘텐츠를 직접 제작해 상품을 홍보하여 구매를 유도하는 콘텐츠 커머스에서 웹드라마의 역할이 주목받고 있다. 본 연구는 한국 웹드라마를 시청하는 중국 소비자들을 대상으로 간접광고의 효과를 확인하고자 하였다. 구체적으로, 한국 웹드라마의 간접광고 유형(온셋배 치 vs. 크리에이티브 배치)을 독립변인으로 설정하고, 설득지식 수준, 배우에 대한 인지도, 한국 드라마에 대한 호감도를 조절변인으로 설정하여 광고태도와 구매의도에 미치는 영향을 살펴보았다. 연구결과, 첫째, 한국 웹드라마의 간접광고에서 온셋 배치가 크리에이티브 배치보다 광효고 과가 높았다. 둘째, 중국 소비자들의 설득지식 수준이 높을수록 간접광고에 대한 광고태와도 구매의도는 낮았다. 그러나, 설득지식의 조절효과는 나타나지 않았다. 셋째, 배우에 대한 인지도의 조절효과는 유의미했다. 온셋 배치에서는 배우에 대한 인지도가 낮은 경가우 인지도가 높은 경우보다 광고태도와 구매의도가 모두 높았다. 크리에이티브 배치에는서 배우에 대한 인지도가 높은 경우가 인지도가 낮은 경우보다 구매의도가 높았다. 넷째, 한국 드라마에 대한 호감도의 조절효과는 광고태도에서는 유의미했으나 구매의도에는서 유의미하지 않았다. 결론적으로, 온셋 배치의 경우에는 유명하지 않은 배우나 조연 배우들에 의해 제품이 노출되는 것이 효과적이고, 크리에이티브 배치의 경우에는 한국 드라마에 대한 호감도가 높은 소비자층을 대상으로 유명 배우나 주연 배우들이 등장하는 장면에 배경으로 제품을 노출시키는 것이 효과적이라 할 수 있다. 본 연구는 웹드라마가 주목받고 있는 상황에서 국내 소비자뿐만 아니라 해외 소비자를 대상으로 한국 웹드라마의 간접광고 효과를 입증했다. 이 연구의 결과가 웹드라마의 광고시 장을 확장하고, 콘텐츠 제작을 활성화시킬 수 있기를 기대한다. The role of web dramas in content commerce is attracting attention. The purpose of this study is to find out the effect of product placement of Korean web dramas on Chinese consumers. Specifically, the type of product placement (onset placement vs. creative placement) of Korean web dramas was set as an independent variable, and the level of persuasion knowledge, attitude toward actors and Korean dramas were set as moderating variables. The dependent variables were advertising attitude and purchase intention. As a result of the study, first, in the type of product placement, the onset placement had more positive advertising attitude and purchase intention than the creative placement. Second, the higher the level of persuasion knowledge of Chinese consumers about product placement, the less positive advertising attitude and purchase intention. However, the moderating effect of persuasion knowledge was not significant. Third, the moderating effect of attitude toward actors was significant. In the onset placement, the advertising attitude and purchase intention were more positive when the attitude toward the actor was less favorable than when the attitude toward the actor was more favorable. In the creative arrangement, purchase intention was stronger when the attitude toward the actor was more favorable than when the attitude toward the actor was less favorable. Fourth, the moderating effect of attitude toward Korean dramas was significant in advertising attitude, but not in purchase intention. This study proved the effect of product placement of Korean web dramas targeting not only domestic consumers but also overseas consumers. It is expected that the results of this study will expand the advertising market for web dramas and activate content production.

SEEING IS REMEMBERING? THE ROLE OF ATTENTION IN AUDIENCE MEMORY FOR PRODUCT PLACEMENT

Sigen Song,Bin Xuan,Guoxin Ma,Wei Xu 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Similar to traditional advertising, product placement plays important roles in consumer purchasing behaviors through the AIDA model (e.g., Ghirvu,2013) of which attention is the very first stage. While there is an established literature on brand recall and recognition as methods of product placement evaluation, the role of attention, which is an important topic in traditional advertising research, has been sparsely studied in the context of product placement. This paper proposes that attention is a psychological state which affects information selection and processing. Captured attention reflects audience’s selective attention to editorial content including placements, while sustained attention (or processing) requires allocated attentional capacity to process information captured from the placement. When available attentional capacity is insufficient, product placements cannot be adequately processed to form accurate memory (Lee & Faber, 2007). Accordingly, this paper aims to investigate the pathway of ‘placement characteristics –audience attention – audience memory’ in order to reinterpret the relationship between placement characteristics and audience memory through the lens of attention. We do this by answering two pertinent questions: 1) how placement characteristics (e.g., exposure duration, frequency, location and size) influence captured attention; and, 2) how captured attention and sustained attention affect audience memory. To do so, we draw on psychology literature, especially the feature integration theory (Treisman & Gelade, 1980), in establishing the theoretical connections between placement features, captured attention, sustained attention and memory. By a theatre methodology, we found sustained attention mediated between captured attention and audience memory, while more prominent placement characteristics had stronger relationships with captured attention. Furthermore, audience’s levels of involvement in the media content and familiarity with the placed brand moderated the relationship between sustained attention and audience memory.

방송 협찬 제도 개선 방안 연구

정연우 한국정치커뮤니케이션학회 2016 정치커뮤니케이션 연구 Vol.0 No.40

이 연구에서는 방송협찬제도의 문제점을 분석하고 현실적인 대안을 모색하였다. 방송의 공공성과 제작 재원 조달이라는 상충되기 쉬운 가치의 합리적 조정을 통해 현재의 방송제작 환경을 개선하고, 고품격의 방송프로그램이 제작되도록 하는 좀 더 현실적인 대안을 마련하고자 하였다. 연구문제 1: 협찬 제도의 공공성 논리는 무엇인가?: 협찬에 대한 규제가 완화되면서 방송의 공공성이 위협받고 있는 현실이다. 이를 정당화할 수 있는 논리적 근거는 무엇인가? 연구문제 2: 협찬과 간접광고의 실제 운영실태는 어떻게 다른가?: 협찬과 간접 광고는 매우 유사하고 제작 현장에서는 구분되지 않은 경우도 많은데 실제 제도적으로는 어떠한 차이가 있는가? 그리고 그러한 차이는 어디에서 기인하는가? 연구문제 3: 외국의 협찬 제도는 어떠한가?: 협찬과 간접광고에 대한 허용 규제가 완화되고 있는 세계적 흐름인데 다른 나라에서는 어떻게 규제하고 있으며 인식의 기본 시각은 무엇인가? 연구문제 4: 협찬의 합리적 운용 제도는 무엇인가?: 시청자의 권리를 보장하면서 시장이 합리적으로 작동하도록 하기 위한 제도적 대안은 무엇인가? 첫째, 협찬과 간접광고를 수용을 하면서 합리적으로 규제하는 이론적 논리적 근거를 제시하기 위해서 공공성의 개념을 대신하여 시청자의 권리라는 개념으로 접근하였다. 둘째, 간접광고는 프로그램에서 의무적으로 고지하도록 하여 광고가 있으니 주의하라는 것을 알려서 시청자의 권리를 보호하는 반면 협찬고지는 협찬하였다는 것을 알려서 협찬주에 대한 긍정적 이미지를 형성하도록 하는 협찬주의 권리로 규정하고 있다. 셋째, 외국에서는 협찬의 광고효과, 나아가 프로그램의 상업화를 가져올 가능성을 인정한다. 그리하여 의무적으로 고지하도록 하여 사실상 협찬과 간접광고를 크게 구별하지 않고 있다. 넷째, 시청자의 권리를 보장하기 위해 협찬과 간접광고가 본질적으로 같은 현상을 각기 다른 방식으로 규율하고 있으므로 규제의 일관성과 효율성을 위해 규제체계를 통합할 것을 제안하였다. 아울러 거래의 투명성을 높이고 공정한 거래가 자리 잡도록 하기 위하여 경비협찬은 간접광고로 통합하고 미디어렙을 통해 판매하는 방안을 대안으로 제시하였다. The study and analysis of the problems of the broadcast sponsorship system purpose to seek alternatives to normalize the publicity and production financing of conflicting be reasonably adjusted current broadcast production environment eventually through easy-worth of broadcast of high-quality broadcast programs produced and to establish a productive discussion for some more realistic alternative to that. What is the logic of public service sponsorship and indirect advertising: Research question 1: As a reality that threatened the public nature of broadcasting regulation is eased for sponsorship and product placement. What is the rationale that can justify this? Research Question 2: What is the difference between the actual operating sponsorship and product placement: Does sponsorship and product placement is very similar to the lot even if you do not differentiate between the production site will make any difference to the actual institutional? And where do these differences are caused by? Research Question 3: What is the sponsorship of foreign institutions: sponsorship and product placement regulation is allowed to inde global trend being mitigated and how regulation and in other countries, what is the primary visual perception? Research Question 4: What is the rational management of the sponsorship system? What are the alternatives to institutional markets work reasonably to ensuring the rights of viewers? First, instead of the concept of public service it was the concept of access rights to the viewer to present a theoretical rationale for the accepted that the sponsor and placement, yet be regulated. Second, while sponsorship announcements indirect advertising by announcing that prompted so by advertising that notice is compulsory in the program care and protection of the rights of viewers are defined as sponsors’ rights to be announcing that the sponsor has formed a positive image of the sponsor shares. Thirdly, the de facto sponsorship and product placement to notice the effect of advertising in foreign sponsorship to some extent recognized by compulsory does not differentiate significantly. Fourth, since the sponsor and placement is to govern the phenomenon essentially the same in different ways in order to ensure the right of the viewer were proposed to integrate the regulatory framework for consistency and efficiency of regulation. In addition transaction fair greater transparency of the transaction sponsorship expenses in order to grab place proposed a plan to sell through integrated media representatives to an alternative placement.

방송 프로그램에 대한 간접광고 규정체계 연구

박주연(Joo Yeun Park),김숙(Suk Kim) 한국언론학회 2012 한국언론학보 Vol.56 No.4

This study describes the development and recent changes in product placement regulations in UK and EU. EU permitted Product Placement limitedly when they change existing regulation to ‘Audiovisual Media Services Directive: AVMS’. The regulations of Product Placement of EU prohibit editorial independence, unduly prominent and special commercial reference, but EU has been relaxing the bans steadily. In UK, depending on the financial management system, BBC, Public Broadcasting of UK, regulates Product Placement through its own ‘BBC Editorial Guideline’, and other Commercial Broadcastings comply with Ofcom’s regulations. In UK, Product Placement in television programs has been strictly regulated, however, recently the regulations has been relaxing as UK realized the poor conditions of broadcasting advertisement market which is the key financial resources of Commercial Broadcastings. UK, despite its limitation, is also steadily relaxing the regulations of Product Placement. There are eleven suggestions on Product Placement in the Ofcome’s consultation released on June 2010. According to the consultation, regulations of sponsorship need to be changed because they are influenced by deregulation of Product Placement and consequently it suggests that section 9 (sponsorship) of the broadcasting code should be included in section 10 (commercial suggestion).

웹툰 PPL에 대한 제품유형과 웹툰 태도의 효과 연구

김소정 한국콘텐츠학회 2020 한국콘텐츠학회논문지 Vol.20 No.8

The current study examines how product type and attitudes toward the webtoon – a digital comic that originated in Korea – affect consumer responses to webtoon product placement (PPL). Specifically, it examines the following responses: the perception of PPL intrusiveness, attitudes toward the PPL, attitudes toward the brand, word-of-mouth intention, and purchase intention. It further investigates how PPL type interacts with product type and attitudes toward the webtoon on consumer responses to the PPL. The findings from a 2 (product type: functional vs. hedonic) x 2 (attitudes toward the webtoon: negative vs. positive) x 2 (PPL type: creative placement vs. on-set placement) between-subject experimental study suggest the following: consumer responses to PPL in webtoon is more positive when the product is hedonic (vs. functional) and when attitudes toward the webtoon are positive (vs. negative). This study further suggests when subjects felt favorably toward the webtoon, the creative placement produced weaker perceptions of PPL intrusiveness and more favorable attitudes toward the PPL than the on-set placement. On the other hand, when subjects felt negatively toward the webtoon, the on-set placement evoked weaker perceptions of intrusiveness and more favorable attitudes toward the PPL than did the creative placement. 본 연구는 제품유형, 웹툰에 대한 태도가 웹툰 PPL에 대한 소비자 반응 – PPL 침입성, PPL에 대한 태도, 브랜드 태도, 구전의도, 구매의도 - 에 어떻게 영향을 미치는지 알아보았다. 또한, PPL 제시유형이 제품유형과 웹툰에 대한 태도와 어떻게 상호작용하는지 살펴보았다. 연구 결과, 실용재보다 쾌락재일 경우, 웹툰 콘텐츠에 대한 태도가 부정적일 때보다 긍정적일 경우 PPL에 대한 소비자 반응이 긍정적이었다. 본 연구 결과는 또한 웹툰에 대한 태도와 PPL 제시유형 간의 상호작용을 보여준다. 웹툰에 긍정적인 독자에게는 크리에이티브 배치가, 웹툰에 부정적인 독자에게는 온셋 배치가 더 효과적인 PPL 제시유형이었다. 이러한 연구 결과를 바탕으로 이론적, 실무적 함의를 제시하고자 한다.