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.

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.

The Impact of SNS Advertising and the Musical Characteristics of SNS Advertising on Advertising Performence

YiJie WANG,EunJu PARK,KyoungSeop CHO 국제융합경영학회 2024 융합경영연구 Vol.12 No.1

Purpose: By studying the effects of SNS advertising characteristics and SNS advertising music characteristics conducted by companies on advertising preference and advertising effects, we would like to suggest a plan for effective SNS advertising operation. Research design, data and methodology: In this study, a total of 483 surveys were collected for college student consumers in their 20s who had experience seeing advertisements on SNS, and 458 were used for the final analysis. In addition, the collected questionnaire data were analyzed using statistical programs SPSS 24.0 and AMOS 24.0, and Sobel Test was performed through structural equation modeling and regression analysis. Results: Advertising preference, purchase, and recommendation intentions increased as consumers who saw advertisements on SNS perceived the characteristics of advertisements (information, entertainment, individuality, and interactivity). However, advertising preference was not formed by SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity). In addition, the higher the perception of SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity), the more advertising effects such as purchase and recommendation intentions were linked, and the higher the perception of SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity), the more advertising effects such as purchase and recommendation intentions could be created. Finally, it was confirmed that advertising preference had a partial mediating effect between SNS advertising characteristics and advertising effects, and between SNS advertising music characteristics and advertising effects. Conclusions: Unlike previous studies that have investigated the causal relationship of advertising effects according to sub-factors such as SNS advertising characteristics and SNS advertising music characteristics, it is significant in that it analyzes the variables used in the study as secondary factors.

주류 광고 모델에 대한 제3자 효과가 규제 태도에 미치는 영향에 대한 연구

김인숙 ( In Sook Kim ) 한국PR학회 2013 PR연구 Vol.17 No.4

This paper studied relationships between the third person effects and censorship of alcohol advertising model. Specifically, the paper investigated three parts. First, the study examined the third person effects phenomenon, second, the study examined the variables which affect the third person effects. The last, the study examined the impact of the third person effects on the attitude of regulation of alcohol advertising model. The third person effects was investigated in two groups, ``others`` and ``under age`` group. As a result, the third person effects were found on alcohol advertising model. The third person effects were more likely to be appeared under age group than others. The paper also studied the impact of sex, age, attitude of drinking alcohol, drinking habits and alcohol advertising exposure on third person effects. Among others, the male group was more likely to show the third person effects. Also, as attitude towards alcohol was negative, drinking less alcohol, and watching more TV alcohol advertising, the third person effects was appeared. Among under age group, the male group was more likely to show the third person effects. Also, as attitude towards alcohol was negative and watching more TV alcohol advertising, the third person effects was appeared. The paper also found that the third person effects was no relationship with regulation of alcohol advertising model. But females, people who drink less alcohol, people who think they are affected by alcohol advertising model are more likely to support regulation of alcohol advertising model.

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

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.

모바일 게임 내 광고(Mobile In-Game-Advertising) 특성이 광고효과에 미치는 영향 : 지각된 침입성의 매개효과를 중심으로

유진희(Jin-Hee Ryu) 한국디지털콘텐츠학회 2022 한국디지털콘텐츠학회논문지 Vol.23 No.4

Advertisements in mobile games are the driving force behind the growth of the game industry and the main source of revenue for game companies. In order to demonstrate the advertising effect in mobile games, this study identifies the characteristics of advertisements and examines the effect of these characteristics on advertising effect. As a result, it was found that usefulness negatively affects the perceived intrusiveness but positively affects compulsion and antisociality. Subsequently, it was confirmed that usefulness has a positive effect on advertising attitude, and a negative effect on advertising avoidance, while antisociality has a negative effect on advertising attitude and a positive effect on advertising avoidance. Whereas compulsion was verified to have no relation with advertising effect. In particular, usefulness and antisociality was found to have a significant effect on advertising effect by mediating perceived intrusiveness. On the basis of the above analysis, this study discusses the characteristics and effects of advertisements in mobile games in detail. As a result, practical implications that can be referenced for effective advertisement production and utilization in mobile games were derived.

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.

팟캐스트 이용과 광고 인식, 계획 행동 이론 변인이 팟캐스트 광고 효과에 미치는 영향

이정기(Lee, Jeong-Ki) 한국광고홍보학회 2016 광고연구 Vol.0 No.110

팟캐스트가 새로운 온라인 광고 플랫폼으로 부각되고 있다. 이에 이 연구는 이용과 충족 이론, 팟캐스트 광고 인식 변인, 계획 행동 이론을 통해 팟캐스트 광고의 광고 효과 결정 요인을 파악하고자 했다. 연구 결과는 다음과 같다. 첫째, 팟캐스트 이용 동기는 ‘대안언론’, ‘휴식/즐거움 추구’, ‘시간보내기’, ‘정보 추구’, ‘이동성’, ‘방송 매력성’으로 나타났다. 둘째, 팟캐스트 이용 동기 중 이동성과 방송 매력성은 팟캐스트 광고 상품 검색 의도에, 방송 매력성은 팟캐스트 광고 구매 의도에 정적 영향을 미쳤다. 셋째, 팟캐스트 유형 중 뉴스/정치, 어학, 성인 팟캐스트 이용 정도는 광고 상품 검색 의도에, 뉴스/정치 팟캐스트 이용 정도는 광고 상품 구매 의도에 정적 영향을 미쳤다. 넷째, 팟캐스트 광고 인식 변인 중 팟캐스트 광고 표현에 대한 인식은 광고 상품 검색 의도, 구매 의도에 모두 정적 영향을 미쳤고, 팟캐스트 광고의 특성 인식은 팟캐스트 광고 상품 검색 의도에만 정적 영향을 미쳤다. 다섯째, 계획 행동 이론 변인 가운데 태도와 인지된 행위 통제는 광고상품 검색 의도, 구매 의도에 모두 정적 영향을 미쳤고, 주관적 규범은 팟캐스트 광고 상품 구매 의도에만 정적 영향을 미쳤다. Podcasts are emerging as a new online advertising platform. This study thus set out to identify the determinants of advertising effects of podcast advertisements based on the uses and gratification theory, perception variables of podcast advertising, and theory of planned behavior. The core discoveries were as follows: First, the motivations to use podcasts include “alternative press”, “taking a break,” “killing time”, “pursuit of information”, “mobility” and “attractiveness of broadcasting”. Second, mobility and attractiveness of broadcasting among those motivations had positive effects on the intention to search out products of podcast advertisements. Attractiveness of broadcasting also had positive effects on the intention to purchase the products of podcast advertisements. Third, the amount of usage of news/politics, language, and adult podcasts had positive impacts on the intention to search out products of podcast advertisements. The amount of usage of news/politics podcasts had positive impacts on the intention to purchase the products of podcast advertisements. Fourth, the expressive interest of podcast advertising among the perception variables of podcast advertising had positive influences on the intention to search out and purchase the products of podcast advertisements. The usefulness of podcast advertising had positive influences only on the intention to search out products of podcast advertisements. Finally, attitude and recognized behavior control among the variables of theory of planned behavior had positive effects on the intention to search out and purchase the products of podcast advertisements. Subjective norms had positive effects only on the intention to purchase the products of podcast advertisements. Based on those findings, the study made a number of proposals for the activation of podcast advertising.

네이티브 광고 인식, 기망성 인식이 광고 효과 및 언론사 신뢰에 미치는 영향 −한겨레신문의 네이티브 광고(기사형, 카드뉴스형)를 중심으로

이정기 경성대학교 사회과학연구소 2019 社會科學硏究 Vol.35 No.3

Native advertising is an online advertising model based on people's trust in news media. Some research has reported that native advertising could have high advertising effects, and others predicted that it could have negative impacts on the trust of news media. Thus, this study set out to investigate the influences of trust in news media, perceptions of native advertising, and perceptions of deception on the effects of native advertising (advertising effects as positive effects and trust in news media as negative effects). The study divided native advertising models into article-type and card new-type advertising to provide broad implications for the research of native advertising effects. The findings were as follows: First, the findings regarding article-type native advertising show that trust in news media had positive effects on the perceptions of native advertising, that perceptions of native advertising had positive effects on brand attitude, intention to purchase a product in advertising, intention to share advertising, and trust in news media. It also found that perceptions of deception in native advertising had negative effects on brand attitude, intention to purchase a product in advertising, intention to share advertising, and trust in news media. Secondly, the findings regarding card news-type native advertising show that trust in news media had positive impacts on the perceptions of native advertising, that perceptions of native advertising had positive impacts on brand attitude, intention to purchase a product in advertising, intention to share advertising, and trust in news media, and that perceptions of deception in native advertising had negative impacts on intention to share advertising and trust in news media. 네이티브 광고는 언론사의 신뢰에 근거한 온라인 광고 모델이다. 다만, 네이티브 광고가 높은 광고 효과를 가진다는 연구결과와 함께 언론사 신뢰에 부정적 영향을 줄 수 있을 것이라는 부정적인 목소리도 존재한다. 이에 이 연구는 언론사 신뢰, 네이티브 광고 인식, 기망성 인식 변인을 활용하여 네이티브 광고의 효과(긍정적 효과로서 광고 효과, 부정적 효과로서 언론사 신뢰)에 미치는 영향을 확인해 보고자 했다. 특히 이 연구는 네이티브 광고 모델을 기사형 광고와 카드뉴스형 광고로 구분함으로써 네이티브 광고 효과 연구에 대한 폭넓은 함의를 이끌어 내고자 했다. 이 연구의 결과는 다음과 같다. 첫째, 기사형 네이티브 광고의 연구결과는 다음과 같다. 언론 신뢰는 네이티브 광고 인식에 정적 영향을, 네이티브 광고 인식은 브랜드 태도, 광고 상품 구매의도, 광고 공유의도, 언론 신뢰에 정적 영향을, 네이티브 기망성 인식은 브랜드 태도, 광고 상품 구매의도, 광고 공유의도, 언론 신뢰에 부적 영향을 미쳤다. 둘째, 카드뉴스형 네이티브 광고의 연구결과는 다음과 같다. 언론 신뢰는 네이티브 광고 인식에 정적 영향을, 네이티브 광고 인식은 브랜드 태도, 광고 상품 구매의도, 광고 공유의도, 언론사 신뢰에 정적 영향을, 네이티브 광고 기망성 인식은 광고 공유의도, 언론사 신뢰에 부적 영향을 미쳤다. 이 연구는 이상의 연구결과에 기반으로 네이티브 광고의 발전을 위한 실천적 제언을 수행했다.