비교광고의 효과성에 관한 연구 = The Study on Effectiveness of Comparative Advertising

다국어 초록 (Multilingual Abstract)

This study examined the effectiveness of comparative advertising. In the purpose of providing the various useful information more than any other forms of advertising for many consumer, comparative advertising has made great progress. Today, in Korea, The comparative advertising has been increased and made so many social issues. Previous research has supported that direct comparative advertising is more effective in low-share brand than indirect comparative advertising or noncomparative advertising. Also, Previous research on the persuasive impact of comparative advertising has produced inconsistent results and the effects of comparative advertising having been discussed in both positive and negative aspect. Since research on comparative advertising is still rather young, any recommendation which are made to management ought to be treated as tentative guidelines rather than as definitive statements of message strategy.

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 비교광고의 이론적 고찰
• 1. 비교광고의 정의
• 2. 비교광고의 유형
• 3. 비교광고의 기능
• 4. 비교광고의 역사
• Ⅲ. 국내 비교광고의 사례분석
• 1. 간접비교광고 사례
• 2. 직접비교광고 사례
• Ⅳ. 결론
• □ 참고문헌