노출빈도와 선험 브랜드태도에 따른 간접광고(PPL) 효과 = PPL Advertising Effects of Frequency of Exposure and Prior Brand Attitude

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the effects of the exposure frequency of PPL and prior brand attitude on brand recognition and brand attitude. In addition, we considered that the exposure frequency of PPL and prior brand attitude will have interaction effect on brand recognition and brand attitude. To achieve this goal, the experiment were designed by 3 exposure frequency of PPL (1/4/8) * 3 prior brand attitude (positive/ neutral/ negative) between subject factor. The total of 191 undergraduate students were recruited and asked to watch a drama and then to answer questions about the brand recognition and brand attitude. The results of this study were as follows. First, as the exposure frequency of PPL increases, viewers can better process the brand's appearance, thereby increasing brand recognition and positive brand attitude. Second, prior brand attitude has no effect on brand recognition. However, prior brand attitude has significant effect on brand attitude. Thus, positive prior brand attitude and neutral prior brand attitude produced more positive attitude towards placed brand. Conversely, negative prior brand attitude produced more negative attitude towards placed brand. Third, there was no interaction effects between exposure frequency of PPL and prior brand attitude on brand recognition. On the other side, there was significant interaction effects between exposure frequency of PPL and prior brand attitude on brand attitude. In particular, as the exposure frequency of PPL increases, viewers who have positive or neutral prior brand attitude produced more positive attitude towards placed brand. Conversely, viewers who have negative prior brand attitude produced more negative attitude towards placed brand.

국문 초록 (Abstract)

본 논문은 간접광고 노출빈도와 소비자의 선험 브랜드태도에 초점을 두고 프로그램에 삽입된 간접광고(PPL) 브랜드에 대한 기억과 브랜드태도 변화를 알아보고, 간접광고 노출빈도와 선험 브랜드태도의 상호작용 효과가 있는지 살펴보았다. 대학생 191명을 대상으로 간접광고 노출빈도(1회/4회/8회), 선험 브랜드태도(긍정적/중립적/부정적)에 따른 간접광고 브랜드재인과 브랜드태도 변화를 분석하였는데, 결과는 다음과 같다. 첫째, 간접광고 노출빈도가 많을수록 브랜드재인이 높고, 노출빈도가 많을수록 브랜드태도가 더 호의적으로 나타났다. 둘째, 선험 브랜드태도에 따라 간접광고 브랜드재인에는 차이가 없으나, 브랜드태도에는 차이가 나타났다. 즉, 선험 브랜드태도가 긍정적일 때 간접광고 노출 후 태도가 가장 호의적이고, 선험 브랜드태도가 부정적일 때 노출 후 브랜드태도 또한 가장 부정적으로 나타났다. 세 번째로 브랜드 재인에 대한 간접광고 노출빈도와 선험 브랜드태도간의 상호작용효과는 유의하지 않았으나, 브랜드태도에 대한 노출빈도와 선험 브랜드태도간의 상호작용효과는 유의하게 나타났다. 즉, 선험 브랜드태도가 긍정적이거나 중립적인 경우 간접광고 노출빈도가 많을수록 브랜드태도는 더 호의적으로 나타났으나, 선험 브랜드태도가 부정적인 경우 간접광고 노출빈도가 많을수록 브랜드태도는 더 비호의적으로 변화하였다. 이 같은 결과는 브랜드에 대한 선험 소비자태도를 고려하여 간접광고를 집행하는 것이 효과적임을 시사한다.

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