멀티미디어 환경에서의 인터넷광고에 관한 연구 : 멀티미디어형 광고를 중심으로 = (A) study on internet advertizement in multimedia environment : focused on multimedia advertizement

다국어 초록 (Multilingual Abstract)

Media environment has been rapidly changed these days. Internet provides multimedia environment (words, images, audio, vidio clib animation etc.) and has become a part of our everyday life as a new advertisement media.
To increase the effect of advertisement using these new media is considered to be an important issue to the people in both academia and industry. However, the types of variation and their effects on internet advertisement are not well established yet. Internet environment is totally different from conventional advertisement media and provides a new opportunity for interactive media that are characterized as bidirectional communication and interaction. Therefore, the services, know-how and media mixes have become an important task in communications using world wide web.
The web services in rapidly changing media environment was studied for the application to active advertisement media. Current understanding and applications of internet are reviewed and the potential applications of internet to advertisement media are discussed based on multiple type analysis. Current research on internet advertisement is mainly limited to banner advertisement. However, multimedia type advertisement is focused in this study.
The application of internet advertisement was reviewed through the general analysis and understanding on it, and the direction to establish advertisement strategy was proposed using multimedia type ad media. Especially multimedia advertisement in domestic and international internet advertisement is reviewed and its prospect to grow to the fifth advertisement media is examined.
Multiple approaches are carried out in this study. First, advertisement was put and analysed to concretely show multimedia type advertisement. Secondly, college students and office workers with the age from 20 to 30, the main target of internet advertisement, were subject to questionnaire.
The preference on banner ad and multimedia ad was surveyed. For this purpose, four hypothesis were established as follows.
Hypothesis 1: The more one uses internet, the more one click through the internet ad. Hypothesis 2: The more one uses internet, the more one purchase products through internet ad.
Hypothesis 3: The more one is involved in internet ad, the higher one's degree of favour to banner ad.
Hypothesis 4: The more one is involved in internet ad, the higher one's degree of favour to multimedia type ad.
Questionnaire was designed to survey how often internet user click through the internet ad, how much the click rates are related with the real purchase and how these results differ in banner ad and multimedia type ad.
In this survey, LIKERT Scale was employed for 50 questions (least likely: 1 point, most likely: 5 point) except statistical analysis of population, 5 point scale was employed with the advantages that read answerer's thought in more detail and can obtain the causal relation and correlation through numbered statistical analysis.
Collected questionnaire was analysed using SPSS 8.0. Since the age, degree of education and occupation of the answerer were immobilized in this survey, the effects of statistical factors of population on the impression toward banner ad and multimedia ad, the motivation and the purchase was not important. Yet, the statistical factors of population were applied to study how men and women feel toward those ad, click and purchase. Since the sexuality based analysis has two independent variations, T-test was carried out. The degree of favor toward banner ad and multimedia ad was analysed by frequency analysis.
To verify hypothesis 1 and 2, the factors influencing the relationship between internet experience, click rate and purchase were analysed through one-way ANOVA.
To verify hypothesis 3 and 4, the fact that how the independent variation (involvement on internet ad) influences the dependent variation (the favour on banner ad and multimedia ad) was analysed.
As a conclusion, sexuality influenced the click rate but not the purchase. Based on the frequency survey on the degree of favour toward banner ad and multimedia ad, multimedia ad rated 10% higher than banner ad in every aspect, such as interest, credibility, product image and will to revisit. However, it lead only by 3-4% in actual purchase after hitting the advertisement. This results shows that the degree of fovour toward the types of advertisement does not directly lead to the purchase.
The results based on the verification of four hypothesis show that internet experience does not influence the click rate but positively influences purchasing once clicked through. The degree of involvement on internet ad was determined to be related with the degree of favour on multimedia ad but not with the one on banner ad. Therefore, the hypothesis 2 and 4 were verified whereas hypothesis 1 and 3 were rejected.
This study possesses the following limitations and raised many assignments for prospective researchers in this area.
First, the methodology to study the effect of advertisement was limited to questionnaire. To measure the effect of multimedia ad, understanding of the characteristics of consumer by elaborate experimental design is desirable. And individual interview would be better than random sampling to understand the preference of main target group with the age from 20-30.
Second limitation on accurate interpretation of the results was derived from rather simple questions in questionnaire.
The characteristics of internet as a media and the opportunities for its effective application were discussed in this study. Further research should be directed to obtain more strategic results in the future.

목차 (Table of Contents)

• 목차
• 국문초록
• 서론 = 1
• 1. 연구의 목적 = 1
• 2. 문제의 제기 = 2
• 3. 연구방법 및 구성 = 4
• 제1장 인터넷 광고의 현황 = 7
• 1. 인터넷의 등장과 정보전달 = 7
• (1) 인터넷의 등장 = 7
• (2) 정보전달매체로서의 인터넷 = 8
• 2. 인터넷 광고의 이용자의 현황 = 10
• (1) 국내 인터넷 이용자 상황 = 10
• (2) 인터넷 이용자의 인구통계학적 구성현황 = 11
• 3. 인터넷 광고 시장 = 13
• (1) 미국 시장 = 13
• (2) 국내 시장 = 14
• 제2장 인터넷 광고의 유형과 특징 = 17
• 1. 인터넷 광고의 특징 = 17
• (1) 인터넷 광고의 특성 = 17
• (2) 인터넷 광고의 장점 = 20
• 2. 인터넷 광고의 유형과 기법 = 23
• (1) 인터빗 광고의 유형 = 23
• (2) Jupiter Communication인터넷 광고의 모델과 유형 = 28
• (3) 인터넷 광고의 기법 = 29
• 제3장 멀티미디어형 광고의 특성 = 34
• 1. 멀티미디어형 광고의 기능 = 34
• (1) 인터렉디브 기능 = 34
• (2) 오락적 기능 = 36
• 2. 멀티미디어형 광고의 표현기법 = 38
• (1) 다양한 효과 = 38
• (2) 다양한 기법 = 40
• 제4장 실증적 조사 = 52
• 1. 연구 모형 및 가설의 설정 = 52
• (1) 연구모형의 설계 = 52
• (2) 가설의 설정 = 52
• 2. 설문조사의 설계 = 54
• (1) 자료수집 = 54
• (2) 설문지구성 = 54
• (3) 분석방법 = 55
• 3. 분석결과 및 가설의 검증 = 56
• (1) 인구통계학적 분석 = 56
• (2) 빈도분석 = 59
• (3) 가설에 대한 검증 = 62
• 결론 = 67
• 1. 연구요약 및 결론 = 67
• 2. 본 연구의 한계와 앞으로의 연구방향 = 69
• 참고문헌 = 71
• ABSTRACT = 76
• 부록1. 조사설문지 = 81