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.

스피드 표현 광고의 유형별 효과

유미진 ( Liu Mei-chen ),명광주 ( Myung Kwang-joo ) 한국디자인트렌드학회 2012 한국디자인포럼 Vol.34 No.-

모든 것이 스피디하게 움직이고 있는 오늘의 변화환경처럼 제품의 트랜드나 메리트도 자연스럽게 `빠름`에 초점이 맞춰짐으로써, 최근에는 모바일, 통신, 컴퓨터, 운송수단 등의 제품이 속도를 강조하는 경우가 많아졌다. 이러한 빠른 속도의 제품 컨셉트를 강조하는 제품광고 역시 빠른 성능을 강조함으로써 소비자 반응을 촉발한다. 이처럼 스피드를 중요하게 여기는 시대, 과연 어떻게 스피드를 표현하는 것이 효과적인 것인가에 대한 방법구명은 필수라 할 것이다. 스피드를 표현하는 방법에는 여러 가지가 있을 수 있으나, 본 연구는 스피드를 표현하는 광고유형을 표집 정리한 후 광고전문가의 사전조사를 거쳐 다음의 4가지 표현유형으로 분류하였다. 첫째, 제품을 메인비주얼로 한 광고(제품위주광고), 둘째, 제품 일부와 스피드를 상징하는 요소를 합성한 광고(상징요소 합성광고), 셋째, 제품을 메인비주얼로 사용하지 않으면서 빠른 스피드의 의미를 연상하게 한 광고(연상비주얼 광고), 넷째, 비주얼 없이 카피만으로 표현한 광고(카피위주 광고) 4가지로 나누어 각각의 광고에 대한 광고태도, 브랜드태도, 구매의도, 광고메시지 인식과 연상정도 등의 광고효과를 실증적으로 조사분석하였다. 연구결과, 제품 일부표현을 스피드를 상징하는 요소합성 유형이 다른 표현방법보다 광고태도, 브랜드태도, 구매의도 측면 모두 효과적인 것으로 나타났다. 그러나 연상효과 측면에서는 제품을 메인비주얼로 사용하지 않으면서 빠른 스피드의미를 연상하게 한 광고유형이 효과적인 것으로 나타났다. 또한 광고의 스피드 표현유형 중 가장 인상적인 것은 운동화의 경우, 제품 일부와 스피드를 상징하는 요소 합성유형이 가장 선호되었으며, 자동차의 경우에는 제품을 메인비주얼로 사용하지 않으면서 빠른 스피드의미를 연상하게 한 광고유형이 가장 긍정적인 광고효과를 형성하였다. 이를 통해 광고는 메시지가 같다 하더라도 표현유형별에 따라 그 효과가 달라지는 것이라는 사실을 다시 한 번 확인할 수 있었다. 또한 본 연구의 스피드표현 유형별 광고효과의 연구결과 광고태도, 브랜드태도, 구매의도 모두에 있어서 제품 일부를 스피드를 상징하는 요소합성 광고유형이 효과적인 것으로 나타남으로써, 1961년 Herson의 `사람들은 전혀 새로운 디자인에 대해서는 순간적으로 당황하거나 `불쾌감`을 느끼고, 눈에 익숙한 것으로부터 약간 새로운 것에 대해서 많은 사람들이 `강한쾌감`을 느낀다고 하였던 `순응수준` 이론과 일치된 결과를 확인할 수 있었다. 그러나 광고연상 인상효과에 있어서는 제품을 메인비주얼로 사용하지 않으면서 빠른 속도의 의미를 연상하게 한 광고유형이 가장 인상적인 것으로 나타났다. 이것이 시사하는 것은 광고표현의 질에 의해서 미묘하게 광고효과가 달라질 수 있다는 점이다. 연구결과를 종합하면, 광고표현의 질의 차이가 소비자에게 매우 미묘하게 작용함으로써 광고의 선호나 광고효과를 좌우하는 매우 중요한 요소임을 확인할 수 있었다. 따라서 광고제작은 사전 소비자 선호테스트를 통해 표현을 점검하고, 적용해야하는 것임을 재인식하게 하는 계기가 될 수 있었다. Amid the period of regarding speed as important in this way, there is a need of closely examining a method on being most effective in how the advertisement is expressed indeed. In the advertising expression for showing speed, there are many methods. However, this study divided its expression style into four kinds as follows by sampling and arranging the advertising type of expressing speed. Namely, it empirically compared and verified, first, the advertisement(product-centered advertisement) of having product as the main visual, second, the advertisement(advertisement of synthesizing symbolical elements) that compounded elements of symbolizing a part of product with the speed, third, the advertisement(the associated visual advertisement) of making it associated with the significance in fast speed without using product as the main visual, fourth, the advertising effects on the advertising attitude, brand attitude, and purchase intention on each advertisement by greatly dividing it into advertisement(copy-centered advertisement), which expressed only with copy without visual. As a result of research, the advertisement, which synthesized a part of product with element of symbolizing speed, was indicated to be more effective in all of the aspects in the advertising attitude, brand attitude, and purchase intention than other expression methods. However, in the aspect of association effect, the advertisement, which allowed significance in fast speed to be associated without using product as the main visual was indicated to be effective. Also, what is the most impressive out of the speed expression style in advertisement was preferred the most the advertisement that synthesized a part of product with the element of symbolizing speed, which is the second style, in case of sneakers. In case of car, the advertisement, which allows significance in fast speed to be associated without using product as the main visual, which is the third style, formed the most positive advertising effect. Through this, the advertisement could be confirmed once again a fact that its effect is varied depending on the expression style even if being the same message. In other words, the consumer response may be varied according to expression of advertisement. Accordingly, it is a fact that the expression of being preferred by consumer needs to be formed for the effective advertisement. Also, as a result of researching into the advertising effects by speed expression style in this study, the advertising style, which synthesized a part of product in the second style with element of symbolizing speed, was indicated to be effective. Thus, the result could be confirmed that is consistent with Herson`s `Adaptation Level Theory` in 1961 as saying that people feel momentarily perplexed or `displeased` by the completely new design, and that many people feel `strong pleasure` about the slight novelty from familiarity. However, in the advertising association or the impression effect, the advertisement, which allowed significant in fast speed to be associated without using product as the main visual for the third style` was indicated to be most ideal. This suggests that the advertising effect may be subtly varied by the quality of the advertising expression, namely, by quality. Synthesizing the findings, the difference in quality of the advertising expression functions very delicately in consumers, thereby having been able to be confirmed to be very important element of controlling the advertising

정부 정책광고의 메시지 수용 과정과 정부광고의 효과 측정을 위한 지수 개발

김병희,손영곤 한국광고학회 2024 광고학연구 Vol.35 No.2

이 연구는 정부광고의 효과 지수를 제안함으로써, 정부 정책광고 활동의 현재 수준을 진단하고 해당 정책에 대한 수용도를 확인할 수 있는 가이드라인을 제시하는데 그 목적이 있다. 정부 정책의 성패를 결정하는 주요 요인의 하나는 정책 소통이다. 정책 소통을 위해 집행하는 정부광고는 사전에 의도한 광고 목적을 달성했는지 그 효과를 면밀히 분석해야 하고, 광고효과를바탕으로 향후 정책광고의 메시지 전략과 매체 전략의 방향을 설정해야 한다. 이 연구에서는2022년에 집행된 정부 정책광고 중에서 일반공지, 정보제공, 인식변화, 행동유발이라는 4개 유형에 각각 해당하는 광고물을 노출한 다음, 정책 메시지에 대한 수용자의 반응을 위계적 광고효과모형을 바탕으로 분석하였다. 연구 결과, 정부광고의 효과는 위계적 효과 모형에서 제시된 ‘이해-태도-행동’을 측정해야 타당하다는 사실을 실증적으로 규명하고, 정부광고의 효과 지수를개발했다. 이 연구의 의의는 정부광고의 목적에 따라 광고효과를 측정할 수 있는 정부광고의 효과 지수를 개발하고, 효과 지수의 영향력 관계를 보여주는 측정 모형을 제시했다는 점이다. 연구결과를 바탕으로, 앞으로 정부광고를 기획하고 집행할 때의 고려 사항에 대해 논의하고, 정부광고의 효과 제고에 필요한 실무적 시사점 3가지를 제시했다. The purpose of this study is to propose a guideline for diagnosing the current level of government policy advertising activities and confirming the degree of acceptance of the policy by proposing an index of the effect of government advertising. One of the main factors that determines the success or failure of government policies is policy communication. The effect of government advertising executed for policy communication must be carefully analyzed to determine whether the intended advertising purpose has been achieved, and the direction of future policy advertising message strategies and media strategies must be established based on the advertising effect. In this study, among the government policy advertising executed in 2022, advertising corresponding to each of the four types of general notice, information offering, perception change, and action induction were exposed, and then the audience's response to the policy message was analyzed as a hierarchy of effects model. As a result of the study, it was empirically established that the effect of government advertising is valid only when measuring ‘comprehension-attitude-behavior’ presented in the hierarchy of effects model, and an index of the effect of government advertising was developed. The significance of this study is that it developed an effect index of government advertising that can measure advertising effect according to the purpose of government advertising, and presented a measurement model that shows the influence relationship of the effect index. Based on the research results, considerations when planning and executing government advertising in the future were discussed, and three practical implications necessary to improve the effect of government advertising were presented.

빅데이터 분석을 통한 모바일 광고플랫폼의 광고효과 연구

배성덕(Seong Deok Bae),박도형(Do-Hyung Park) 한국지능정보시스템학회 2018 지능정보연구 Vol.24 No.2

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into Hedonic and Utilitarian had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisem

Effects of Advertising Model Type depending upon Each Form of Advertising upon Advertising Effect

Hyung-Jun Shin,Young-Chun Cho,Hoe-Chang Yang 한국유통과학회 2012 한국유통과학회 학술대회 논문집 Vol.2012 No.-

The purpose of this study is to find if there are differences in the effects of advertising depending on the types of forms of advertising divided into PSA and commercial ads and the types of advertising model. Because we have an assumption about the purpose of PSA and commercial advertising is fundamentally different. As this study is to investigate if there would be any difference in the advertising effects towards the types of advertising and forms of advertising model will expect to be able to get the effect of the optimized ads. In this study, students in Jangan University were asked to answer a questionnaire. Excluding non-appropriate 12 respondents, a total of 102 questionnaires were analyzed. Firstly, non-parametric test was used to see if there are differences among the types of advertising model. Secondly, paired-sample t-test was used to see if there are differences between PSA and commercial advertising. Finally, in order to verify the causal effect between the types of ad models and ads, simple regression and multiple regression analysis was conducted. There were different among celebrities, professionals and CEO’s except typical model at PSA, and there were different among celebrities, professionals and the typical model except CEO at commercial advertising. Simple regression results showed that both professionals and CEO model was positive impact on effect of advertising in the case of PSA, respectively. But in the case of commercial advertising, celebrities, professionals and the typical model was positive impact on effect of advertising in the case of PSA, respectively. Especially, it was identified as the most affecting type is celebrities for commercial advertising. These results suggested that appropriate selection of types of model for production of advertising is very important factor. For example, if we create PSA contents, it is more effective to choose professionals or CEO models because they have referent power and trust than cele

크로스모델 광고전략이 광고효과에 미치는 영향

최지윤(Choi, Jiyoon),정윤재(Cheong, Yunjae) 한국광고홍보학회 2014 광고연구 Vol.0 No.103

‘크로스모델 광고전략’이란 여성제품을 남성모델이, 남성제품을 여성모델이 광고하는 것으로, 동성모델이 광고에 등장해 제품 구입을 유도하던 기존 전략에서 벗어나, 이성 모델의 기용을 통해 감성을 자극하는 광고 전략을 말한다. 최근 여성 속옷 브랜드에 남성 모델(비비안-소지섭)이 등장하고, 여성 화장품 브랜드에 남성모델(더바디샵-현빈)이 등장하는 경우뿐만 아니라 남성 면도기 브랜드에 여성 모델(질레트-유인나)이 등장 하는 등 크로스모델 광고전략은 점점 활성화 되고 있다. 그러나, 이와 같은 크로스모델 광고전략의 활성화에도 불구하고 이를 소비자의 심리적 요인과 연결지어 광고효과를 살펴본 연구는 부족한 실정이다. 또한 지금까지 이루어진 연구는 남성제품을 제외한 여성제품으로만 한정하여 크로스모델 광고 전략 효과를 살펴본 연구가 주를 이루어왔다는 점에서 한계가 있어 왔다. 따라서 본 연구는 크로스모델 광고전략이 활발한 화장품을 실험제품군으로 하여 남성화장품과 여성화장품 광고에서의 크로스모델 광고전략이 광고효과에 미치는 영향을 심적 소유방식을 중심으로 살펴보았으며, 이를 통해 사용과정/사용결과 중심 시뮬레이션에 따라 소비자들이 경험하는 크로스모델 광고전략의 광고효과를 검증하고자 하였다. 사전조사를 통해 가상 브랜드네임과 광고모델을 선정하고, 프라이밍을 위한 자극으로는 심적 시뮬레이션 표상방식을 통해 사용과정/사용결과 시뮬레이션용 가상 신문 기사를 각각 구성하였다. 이후 본조사는 약 400명의 피실험자를 대상으로 제품성별(남성화장품/여성화장품), 모델성별(남성모델/여성모델), 심적 소유방식(사용과정/사용결과)의 2X2X2 요인설계를 통해 실험방법으로 실시하였다. 실험결과, 여성화장품 광고에서는 광고태도, 제품태도, 구매의도에 대해 심적소유방식과 모델성별 간의 상호작용이 유의하지 않게 나타난 반면, 남성화장품 광고에서는 광고태도, 제품태도, 구매의도에 대하여 심적 소유방식과 모델성별 간의 상호작용이 유의하게 나타났다. 이는 남성화장품 광고에서 결과 시뮬레이션의 경우, 여성모델로 인한 광고효과가 큰 반면, 과정 시뮬레이션의 경우, 남성모델로 인한 광고 효과가 크다는 사실을 나타낸다. Cross-model advertising strategy is the use of male models to advertise in women’s products, and female models to advertise in men’s products. It is a new advertising strategy which simulates the consumer’s emotional sensitivity to models who are the opposite sex, in contrast to the formal way, appealing to a consumer’s desire to imitate a model who is the same sex. This study started out to examine the effects of cross-model advertising strategy, focusing on psychological possession. The psychological possession produces different results from focusing on usage-process or usage-outcome. The research question was set to examine which strategy has more positive cross-model advertising effects?in men’s products or women’s products. According to the literature review, the 12 hypotheses were established. The results are summarized as follows: Obvious differences appeared with cosmetics according to the gender of the consumers to whom the cosmetics were marketed. In the case of advertising in men’s cosmetics, an interaction between the sex of the models and the psychological possession appeared for all of the advertising effects (attitude toward advertising, attitude toward product, purchase intention). In other words, in the case of process?focused simulation, male models were more effective than female models in men’s products. In the case of outcome-focused simulation, female models were more effective than male models. In contrast, in the case of advertising in women’s cosmetics, the direction of the hypotheses partially matched up with attitude toward advertising, but these results were statistically concluded to be non-significant. In the case of the result of interaction between the models’ sex and the psychological possession for all advertising effects in women’s cosmetics advertising, the hypotheses were not supported. Also, in the case of the result of interaction between the models’ sex and the psychological possession for all advertising effects in women’s cosmetics advertising, the hypotheses were not supported. In conclusion, the study is meaningful as is an in-depth study to analyze advertising effects using psychological variance and to reflect the newest advertising trend.

광고의 경쟁자 기여 효과

이진원(Jin Won Lee),김상용(Sang Yong Kim),송태호(Tae Ho Song) 한국경영학회 2010 經營學硏究 Vol.39 No.5

According to the existing marketing research and knowledge, an advertisement is to benefit the target brand of the advertisement (hereafter, referred as target brand) and harm the rival brands. However, is it possible that an advertisement causes an increase in the attitudes or preferences toward the rival brands as well as those of the target brand? If it exists, the authors call it ‘rival-benefiting effect’ of advertising, and in this study we show how such phenomenon may occur and under what condition it is likely to be more salient. In order to explore rival-benefiting effect of advertising, we pay our attention to the way that knowledge of brands are structurally stored in the memories of consumers. According to the associative network theory, individual knowledge or concept is stored as a node and subsequently the set of such nodes compose a network, with the relevant nodes being connected to each other through links. Following the conceptual definition of associative network, brands that are related in any way are likely to be connected to each other and consequently compose an associative network. Moreover, on the basis of the spreading activation model, it is probable that an activation of a certain brand also leads to the activation of the other through the association between those two brands. If there exists an associative link between the target and the rival brands, an advertisement will activate not only the target brand but also the rival ones, probably due to the spill-over from the former to the latter. Since the brands in a certain category are highly likely to be related to each other in the memories of consumers, when they compose an associative network all together, a consumer’s exposure to an advertisement will finally result in activation of the rival brands in the minds of consumers. Given that rival-benefiting effect of advertising can be resulted from the association between the related brands, the strength of such effect will depend on the degree of such association. According to the spreading activation model, one of the determinant factors of the associative strength between the start node to the terminal one is the overall number of the associations that originate from the start. Therefore, the smaller the number of competitive brands, the higher the probability and the stronger the strength of rival-benefiting effect of advertising. For an empirical investigation, we measure the pre- and post-advertisement purchase intentions of the target brand as well as of the rival ones. We also measure those of the category; one with small numbers of competitive brands and the other with large numbers of competitive brands. In doing that, the minor brands in the corresponding categories were used as the target brands in order to control the effect of the target brands’ types. Then, our analysis shows that rival-benefiting effect of advertising exists with the increases in the purchase intentions of the target and rival brands. In addition, this effect seems to be more significant in the categories with the smaller numbers of competitive brands. To test this, we pick “soju” for the category of smaller-number-of-brands and beer for the larger-number-of-brands. We then compare the strengths of rival-benefiting effect between those two categories by testing the interaction effect of the advertisement and the category type on the purchase intention of the rival brands. We find that rival-benefiting effect of advertising is more salient in the smaller-number-of-brands category. It is the moderating role of the number of brands in the category on rival-benefiting effect of advertising that provides empirical evidences for the associative network among brands in a category, which leads to the activation of a brand by its related brand. Our study tries to find a mechanism of how an advertisement of a certain brand may have a positive effect on its rival brand, in terms of purchase intentions. We believe our study is

치킨프랜차이즈 TV광고의 비인적 속성에 따른 광고효과: 최근 K치킨의 광고 효과를 중심으로

조희영,조경섭 한국프랜차이즈경영학회 2018 프랜차이즈경영연구 Vol.9 No.1

Purpose – This study was to investigate the effect of advertising attributes on advertising attitude, brand equity, and advertising effect of TV commercials of chicken franchise brand, which is one of the most popular food service brand in recent years. Research design, data, and methodology - This study aims to see the effect of advertising attributes on advertising effectiveness and the mediating effects of advertising attitude and brand equity. A total of 200 questionaire was collected, 15 respondents were discarded due to missing information. Therefore, a total of 185 respondents were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, three-step mediation regression analysis, and path analysis with SPSS 24.0 and AMOS 24.0 statistical program. Result – The results of the study are as follows. First, the effect of brand attitude on brand attitude and brand equity, brand equity and advertising effect on brand attitude, and brand equity on advertising effect were statistically significant. As a result of the mediating effect test, it was confirmed that the attitude of the ad and the brand equity mediates partly between the ad property and the advertisement effect. Conclusions – As a result of the study, it is suggested that the informativeness and notableness affect the consumers among the advertisement attributes, so that it is necessary to be able to convey the accurate information more clearly to the consumers when composing the contents of the advertisement. In other words, in the case of the advertisement of the chicken franchise brand corporation, it will be an effective advertisement campaign if it continuously transmits the correct advertisement message to the consumers in association with the brand.

기업 PR 광고의 효과와 그 규정 요인에 관한 연구: 수용자의 인지 욕구와 관여도를 중심으로

김무곤 ( Moo Kon Kim ),장동기 ( Dong Ki Jang ) 한국PR학회 2004 PR연구 Vol.8 No.2

The purpose of this study were to investigate the roles of types of corporate advertising appeal and traits of audiences in advertising effectiveness. More specifically, the effects of the three variables(i.e., rational vs. emotional advertising, high need for cognition vs. low need for cognition, high involvement vs. low involvement) on the responses to advertising and on the processes of advertising effects were examined. For this, a corporate television advertising is produced and an experiment with 278 university students is conducted. The results consisted of four parts: effects on each dependent variable such as recall rates, attitude of advertising, attitude of advertiser and interaction between the need for cognition and involvement. First, the recall rates of advertising that subjects had been exposed showed that the rational ads were more easily recalled than the emotional ads in audience which high need for cognition. On the other hand, the emotional ads were more easily recalled than the rational ads in audience which low need for cognition. Second, it was found that the high need for cognition type had a tendency to respond more positively attitude than low need for cognition type in rational ads. But the fact that attitude of advertising were greater in the low need for cognition type than in the high need for cognition type in emotional ads. Third, it was examined that high need for cognition type had a tendency to respond more positively attitude of advertiser than low need for cognition type in rational ads. On the other hand, when they were exposed to the emotional ads, the low need for cognition type evaluated them more positively than the high need for cognition type. Finally, the type of ad appeal and the traits of audiences showed interaction effects on the need for cognition and involvement. When subjects were cognition of ads, there were no interaction effects between the need for cognition and involvement in rational ads. But, when they were exposed to the emotional ads, there were interaction effects between the need for cognition and involvement. Also, when subjects were attitude of ads, there were interaction effects between the need for cognition and involvement in both ads. And it was examined that in attitude of advertiser, there were interaction effects in rational ads, but it was found that there were no interaction effects in emotional ads.

소비자 개인적 특성에 따른 VR(Virtual Reality) 광고 효과에 대한 연구: 실재감(Presence)의 매개 효과를 중심으로

이해수,박만수,한동섭 (주)에스비에스 2022 미디어경제와 문화 Vol.20 No.3

This study focused on VR advertisements, which are gaining lots of attention among the advertising industry recently. We examined the personal characteristic of VR advertisement consumers through the experimental research, and identified it effects on presence and effect of advertising(advertising attitude, intention on word-of-mouth, intention to buy). Result shown that personal characteristic of consumer was identified as gender, age, VR skills, and immersive tendency. Moreover, 4 specific factors(emotional response, separation from reality, concentration tendency, spatial memory) of immersive tendency were explored by using various statements. Also, only immersive tendency showed a significant effect in the relationship between the personal characteristic of consumer, presence, and effects of VR advertising. Among immersive tendency, emotional response, separation from reality, and spatial memory had positive effects on presence and effects of advertising but concentration tendency had negative effect on both. On the other hand, presence had mediating effect in the relationship between immersive tendency and effects of advertising. Based on the analysis as above, personal characteristic of consumer and effects of VR advertising were specifically discussed. Moreover, we suggested operational implications that would be helpful for effective VR advertising production and utilization. 본 연구는 최근 광고업계에서 많은 관심을 받고 있는 VR 광고에 주목하였다. 실험연구를 통해 VR 광고 소비자 개인적 특성을 살펴보고, 이러한 특성이 실재감 및 광고 효과(광고태도, 구전의도, 구매의도)에 미치는 영향을 파악하였다. 분석 결과, 소비자 개인적 특성은 성별, 연령, VR 사용기술, 몰입경향성이 확인되었는데, 특히 몰입경향성은 다양한 진술문으로 측정한 결과 총 4개(감정반응, 현실이탈, 집중경향, 잔상기억)의 세부 요인으로 도출되었다. 이어서 소비자 개인적 특성과 실재감 및 VR 광고 효과와의 관계에 있어서는 몰입경향성만이 유의미한 영향력을 보였다. 구체적으로 몰입경향성 중 감정반응, 현실이탈, 잔상기억은 실재감 및 광고 효과에 정적 영향을 미쳤으나, 집중경향은 부적 영향을 미치는 것으로 나타났다. 한편 실재감은 몰입경향성과 광고 효과의 관계에 있어 매개 효과를 보이는 것으로 확인되었다. 이상의 분석을 통해 소비자 개인적 특성 및 VR 광고 효과를 구체적으로 논의하였고, 더불어 효과적인 VR 광고 제작 및 활용에 참고될 수 있는 실무적 함의를 도출하였다.