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The Effect of AD Noises Caused by AD Model Selection on Brand Awareness and Brand Attitudes
정재학,이상미 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.3
Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication:(1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the... Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication:(1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the same product, and (3) concept similarity betwe...
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국가 방사성폐기물 관리계획에 관한 지속가능 발전지표의 예비평가
정재학,박원재 한국방사성폐기물학회 2003 방사성폐기물학회지 Vol.1 No.1
1992년 리우 환경개발회의에서 채택된 Agenda 21에서 방사성폐기물의 안전관리를 위한 정책방향이 결정된 후, 국제연합은 방사성폐기물 안전관리를 지속 가능한 발전의 범위에 포함하여 국제원자력기구의 주관 하에 관련 지표의 개발 및 적용을 추진하고 있다. 2002년 국제원자력기구는 방사성폐기물관리에 관한 지속가능 발전지표를 확정하고 현재 운영중인 방사성폐기물 데이터베이스 시스템인 NEWMDB와 연계하여 회원국의 방사성폐기물관리 체계 및 현황을 정량적인 지표로 평가할 예정이다. 본 논문에서는 방사성폐기물에 관한 지속가능 발전지표의 도입근거와 적용상의 한계점을 분석하고, 국제원자력기구가 제시한 지표의 평가방법과 표준화된 절차를 도식화하였다. 도출된 평가절차에 따라 우리나라를 포함한 주요 국가의 방사성폐기물관리 체계 및 현황자료를 이용하여 각 국의 방사성폐기물관리에 관한 지속가능 발전지표를 평가하고 그 결과를 비교 분석하였다. 또한 지표의 향상을 통해 국내 방사성폐기물관리의 지속 가능성을 제고할 수 있는 방안을 도출하였다. As a follow up to the Agenda 21's policy statement for safe management of radioactive waste adopted at Rio Conference held in 1992, the UN invited the LAEA to develop and implement indicators of sustainable development for the management of radioactive waste. The IAEA finalized the indicators in 2002, and is planning to calculate the member states' values of indicators in connection with operation of its Net-Enabled Waste Management Database system. In this paper, the basis for introducing the indicators into the radioactive waste management was analyzed, and calculation methodology and standard assessment procedure were simply depicted. In addition, a series of innate limitations in calculation and comparison of the indicators was analyzed. According to the proposed standard procedure, the indicators for a few major countries including Korea were calculated and compared, by use of each country's radioactive waste management framework and its practices. In addition, a series of measures increasing the values of the indicators was derived so as to enhance the sustainability of domestic radioactive waste management program.
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