스포츠이벤트와 기업의 유사성 유형과 광고노출빈도에 따른광고태도 및 광고효과 분석

박상현 ( Sqang Hyun Park ),임범규 ( Bumg Yu Im ) 한국스포츠정책과학원(구 한국스포츠개발원) 2015 체육과학연구 Vol.26 No.1

본 연구는 스포츠이벤트와 기업 간의 유사성 유형(기능적 유사성, 이미지 유사성)과 광고노출빈도(1회, 3회, 5회)에 따라 광고에 노출된 소비자들의 광고태도의 차이를 분석하고 광고효과인 브랜드 태도, 지식습득효과(wear-in effect), 지식소멸효과(wear-out effect)에 대한 차이를 규명하는데 그 목적이 있다. 본 연구는 편의표본추출법을 사용하여 서울 및 경기도에 거주하는 대학생 150명을 모집해 광고노출빈도에 따라 분할 설계된 3집단에 무선 배치(random assignment)해 자료를 수집하였다. 자료의 분석은 SPSS 18.0 Version for Window와 AMOS 20.0을 이용해, 빈도분석, 신뢰도분석, 상관관계분석, 확인적 요인분석, 일원배치분산분석, 잠재평균분석을 실시하였다. 이에 도출된 연구 결과는 다음과 같다. 첫째, 스포츠이벤트와 기업 간의 기능적 유사성이 높은 조합은 광고노출빈도에 따른 광고태도의 차이가 유의미하게 나타났으며 광고노출빈도에 따라 역 U자형의 변화패턴을 보였다. 반대로, 스포츠이벤트와 기업 간의 기능적 유사성이 낮은 조합은 광고노출빈도에 따른 광고태도의 차이가 유의미하지 않은 것으로 나타났으며, 광고노출빈도가 증가함에 따라 감소하는 변화 패턴을 보이는 것으로 나타났다. 둘째, 이미지유사성이 높은 조합은 광고노출빈도에 따른 광고태도의 차이가 유의미한 것으로 나타났으며, 광고노출빈도에 따라 광고태도가 증가하는 것으로 나타났다. 반대로, 이미지유사성이 낮은 조합은 광고노출빈도에 따른 광고태도가 유의미한 것으로 나타났고 다소 약한 역 U자형의 변화 패턴을 보이는 것으로 나타났다. 셋째, 잠재평균분석결과 스포츠이벤트와 기업 간의 유사성이 높은 광고를 접한 집단이 유사성이 낮은 광고를 접한 집단보다 광고태도, 브랜드태도, 지식습득효과가 유의미하게 높은 것으로 나타났다. The purpose of this study was to examine the effects of congruence type between sporting event and corporate sponsor as well as the effects of advertisement exposure frequencies (1, 3 or 5 times) on advertisement attitude and advertisement effectiveness, including brand attitude and advertisement wear-in and wear-out effects. Data (N=150) were collected using a convenience sampling method and 3-group random assignment. The collected data were analyzed by means of frequency analysis, reliability analysis based on factor rho coefficient, correlation analysis, one-way ANOVA, confirmatory factor analysis, and latent mean analysis. The results were as follows; firstly, in case of higher functional congruence condition, advertisement attitude was most positive in a 3-time exposure situation and it decreased as advertisement exposure frequency further increased. However, in the lower functional congruence situation, advertisement attitude was continuously decreased as advertisement exposure frequencies increased. Secondly, in the higher image similarity situation, advertisement attitude was increased as advertisement exposure frequencies increased. On the other hand, in the lower image congruence situation, advertisement attitude was decreased as advertisement exposure frequencies increased. Lastly, advertisement attitude, brand attitude, and wear-in effects were statistically higher in the high functional and image congruence situations than did in the low functional and image congruence situations.

스피드 표현 광고의 유형별 효과

유미진 ( Liu Mei-chen ),명광주 ( Myung Kwang-joo ) 한국디자인트렌드학회 2012 한국디자인포럼 Vol.34 No.-

모든 것이 스피디하게 움직이고 있는 오늘의 변화환경처럼 제품의 트랜드나 메리트도 자연스럽게 `빠름`에 초점이 맞춰짐으로써, 최근에는 모바일, 통신, 컴퓨터, 운송수단 등의 제품이 속도를 강조하는 경우가 많아졌다. 이러한 빠른 속도의 제품 컨셉트를 강조하는 제품광고 역시 빠른 성능을 강조함으로써 소비자 반응을 촉발한다. 이처럼 스피드를 중요하게 여기는 시대, 과연 어떻게 스피드를 표현하는 것이 효과적인 것인가에 대한 방법구명은 필수라 할 것이다. 스피드를 표현하는 방법에는 여러 가지가 있을 수 있으나, 본 연구는 스피드를 표현하는 광고유형을 표집 정리한 후 광고전문가의 사전조사를 거쳐 다음의 4가지 표현유형으로 분류하였다. 첫째, 제품을 메인비주얼로 한 광고(제품위주광고), 둘째, 제품 일부와 스피드를 상징하는 요소를 합성한 광고(상징요소 합성광고), 셋째, 제품을 메인비주얼로 사용하지 않으면서 빠른 스피드의 의미를 연상하게 한 광고(연상비주얼 광고), 넷째, 비주얼 없이 카피만으로 표현한 광고(카피위주 광고) 4가지로 나누어 각각의 광고에 대한 광고태도, 브랜드태도, 구매의도, 광고메시지 인식과 연상정도 등의 광고효과를 실증적으로 조사분석하였다. 연구결과, 제품 일부표현을 스피드를 상징하는 요소합성 유형이 다른 표현방법보다 광고태도, 브랜드태도, 구매의도 측면 모두 효과적인 것으로 나타났다. 그러나 연상효과 측면에서는 제품을 메인비주얼로 사용하지 않으면서 빠른 스피드의미를 연상하게 한 광고유형이 효과적인 것으로 나타났다. 또한 광고의 스피드 표현유형 중 가장 인상적인 것은 운동화의 경우, 제품 일부와 스피드를 상징하는 요소 합성유형이 가장 선호되었으며, 자동차의 경우에는 제품을 메인비주얼로 사용하지 않으면서 빠른 스피드의미를 연상하게 한 광고유형이 가장 긍정적인 광고효과를 형성하였다. 이를 통해 광고는 메시지가 같다 하더라도 표현유형별에 따라 그 효과가 달라지는 것이라는 사실을 다시 한 번 확인할 수 있었다. 또한 본 연구의 스피드표현 유형별 광고효과의 연구결과 광고태도, 브랜드태도, 구매의도 모두에 있어서 제품 일부를 스피드를 상징하는 요소합성 광고유형이 효과적인 것으로 나타남으로써, 1961년 Herson의 `사람들은 전혀 새로운 디자인에 대해서는 순간적으로 당황하거나 `불쾌감`을 느끼고, 눈에 익숙한 것으로부터 약간 새로운 것에 대해서 많은 사람들이 `강한쾌감`을 느낀다고 하였던 `순응수준` 이론과 일치된 결과를 확인할 수 있었다. 그러나 광고연상 인상효과에 있어서는 제품을 메인비주얼로 사용하지 않으면서 빠른 속도의 의미를 연상하게 한 광고유형이 가장 인상적인 것으로 나타났다. 이것이 시사하는 것은 광고표현의 질에 의해서 미묘하게 광고효과가 달라질 수 있다는 점이다. 연구결과를 종합하면, 광고표현의 질의 차이가 소비자에게 매우 미묘하게 작용함으로써 광고의 선호나 광고효과를 좌우하는 매우 중요한 요소임을 확인할 수 있었다. 따라서 광고제작은 사전 소비자 선호테스트를 통해 표현을 점검하고, 적용해야하는 것임을 재인식하게 하는 계기가 될 수 있었다. Amid the period of regarding speed as important in this way, there is a need of closely examining a method on being most effective in how the advertisement is expressed indeed. In the advertising expression for showing speed, there are many methods. However, this study divided its expression style into four kinds as follows by sampling and arranging the advertising type of expressing speed. Namely, it empirically compared and verified, first, the advertisement(product-centered advertisement) of having product as the main visual, second, the advertisement(advertisement of synthesizing symbolical elements) that compounded elements of symbolizing a part of product with the speed, third, the advertisement(the associated visual advertisement) of making it associated with the significance in fast speed without using product as the main visual, fourth, the advertising effects on the advertising attitude, brand attitude, and purchase intention on each advertisement by greatly dividing it into advertisement(copy-centered advertisement), which expressed only with copy without visual. As a result of research, the advertisement, which synthesized a part of product with element of symbolizing speed, was indicated to be more effective in all of the aspects in the advertising attitude, brand attitude, and purchase intention than other expression methods. However, in the aspect of association effect, the advertisement, which allowed significance in fast speed to be associated without using product as the main visual was indicated to be effective. Also, what is the most impressive out of the speed expression style in advertisement was preferred the most the advertisement that synthesized a part of product with the element of symbolizing speed, which is the second style, in case of sneakers. In case of car, the advertisement, which allows significance in fast speed to be associated without using product as the main visual, which is the third style, formed the most positive advertising effect. Through this, the advertisement could be confirmed once again a fact that its effect is varied depending on the expression style even if being the same message. In other words, the consumer response may be varied according to expression of advertisement. Accordingly, it is a fact that the expression of being preferred by consumer needs to be formed for the effective advertisement. Also, as a result of researching into the advertising effects by speed expression style in this study, the advertising style, which synthesized a part of product in the second style with element of symbolizing speed, was indicated to be effective. Thus, the result could be confirmed that is consistent with Herson`s `Adaptation Level Theory` in 1961 as saying that people feel momentarily perplexed or `displeased` by the completely new design, and that many people feel `strong pleasure` about the slight novelty from familiarity. However, in the advertising association or the impression effect, the advertisement, which allowed significant in fast speed to be associated without using product as the main visual for the third style` was indicated to be most ideal. This suggests that the advertising effect may be subtly varied by the quality of the advertising expression, namely, by quality. Synthesizing the findings, the difference in quality of the advertising expression functions very delicately in consumers, thereby having been able to be confirmed to be very important element of controlling the advertising

모바일 광고디자인에 따른 광고효과 -상호작용성과 제품관여도를 중심으로-

양영종 한국일러스아트학회 2008 조형미디어학 Vol.11 No.4

The presentation of the research on mobile advertisement effect implies the academical and industrial concerns. This study is to research the effectiveness of mobile advertising focusing on factors of involvement and interaction. Study started for the effect measurement of mobile advertisement. Mobile advertisement has different concept than existing advertisement. Thus, the effect also needs to examine in other methods. Study is mainly focusing on the characteristics of interactive and the experiments, which was based on existing data, for measurement of effect. In the experiments, the characteristics were categorized in a search time, a number of searched pages about mobile advertisement. The research finds that the involvement of the audience increases when the interaction of advertising attitude, brand attitude, and purchase intentions also increases. And so, a successful mobile advertisement results in longer searching hours and greater it visits by the audience when the interaction factors are considered and increased. By study of consumer's characteristics and behavior, a new method of the effect measurement for mobile advertisement is provided. The new method includes not only existing measurement elements of mobile advertisement which are attitude on advertising and brand, and customers' purpose, but also the features of mobile advertisement, which are search time, a number of searched pages. Recently added features provides data of the effect on high/low groups and it contributes to the process of interactive television advertisement. Study on mobile advertisement will be helpful to plan an effective strategy by suggesting the theoretical evidence of its effect. 본 연구는 기존의 모바일광고에 대한 접근 방식과 달리 광고디자인 즉 크리에이티브 제작물이 수용자에게 어떠한 영향을 주는지 광고효과를 측정하기 위한 것이다. 모바일 광고의 가장 큰 특징이라 할 수 있는 수용자의 제품관여도와 상호 작용성 독립변인으로, 광고태도, 브랜드태도, 구매의도를 종속변인으로 160명을 대상으로 조사를 실시했다. 조사 분석결과 수용자의 제품관여도가 높을수록 광고태도, 브랜드태도, 구매의도가 높아진다는 가설은 채택되었다. 또한 모바일광고의 상호작용성이 높을수록 광고효과 즉 광고태도, 브랜드태도, 구매의도가 높다는 가설 역시 채택되었다. 위의 2가지 결과를 볼 때 기존의 광고이론에서 제품관여도가 높으면 광고효과가 높을 것이다라는 이론과 일치하고 있어서, 모바일 광고에서도 이 이론이 적용됨을 확인할 수 있었다. 본 논문에서 제품관여도와 상호작용성은 광고태도, 브랜드태도, 구매의도에 영향을 미친다는 기존이론이 모바일 광고에서도 적용될 수 있다는 것을 재확인 한 것은 학문적으로 성과이며, 실무자들에게도 광고 전략의 수립에 시사하는 바가 크다.

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.

빅데이터 분석을 통한 모바일 광고플랫폼의 광고효과 연구

배성덕(Seong Deok Bae),박도형(Do-Hyung Park) 한국지능정보시스템학회 2018 지능정보연구 Vol.24 No.2

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into Hedonic and Utilitarian had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisem

수용자의 상호작용성과 제품관여도에 따른 양방향 TV광고 효과

양영종 한국산업정보학회 2008 한국산업정보학회 학술대회논문집 Vol.2008 No.10

The interactive advertisement is already on satellite and cable broadcasting hereafter the introduction of this system is concerned on terrestrial programs. This study is to research the effectiveness of interactive TV advertising focusing on factors of involvement and interaction. Study started for the effect measurement of interactive television advertisement. Interactive television advertisement has different concept than existing television advertisement. Thus, the effect also needs to examine in other methods. Study is mainly focusing on the characteristics of interactive and the experiments, which was based on existing data, for measurement of effect. In the experiments, the characteristics were categorized in a search time, a number of searched pages about interactive television advertisement. The research finds that the involvement of the audience increases when the interaction of advertising attitude, brand attitude, and purchase intentions also increases. And so, a successful interactive TV advertisement results in longer searching hours and greater it visits by the audience when the interaction factors are considered and increased. By study of consumer’s characteristics and behavior, a new method of the effect measurement for interactive television advertisement is provided. The new method includes not only existing measurement elements of television advertisement which are attitude on advertising and brand, and customers’ purpose, but also the features of interactive television advertisement, which are search time, a number of searched pages. Recently added features provides data of the effect on high/low groups and it contributes to the process of interactive television advertisement. Study on interactive television advertisement will be helpful to plan an effective strategy by suggesting the theoretical evidence of its effect.

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.

관광목적지의 광고 커뮤니케이션 효과 연구 : 옥외광고와 TV광고 비교

김지희,이계희,조광욱 대한관광경영학회 2012 觀光硏究 Vol.26 No.6

Advertising for a tourism destination, like a product advertisement, is a primary means to induce and manage market"s response in terms of getting to aware, acquire knowledge, like, and ultimately visit destinations. This study aims to empirically examine advertising effects regarding a tourism destination based on the theoretical framework of hierarchy of effects model suggested by Lavidge and Steiner. Precisely, a test for a comparison of the differences in advertising effect in terms of brand attitude and intention to visit between outdoor and TV advertising was conducted. For the data collection, an online survey was conducted using a national panel and it yielded a total of 919 usable responses. A structural equation modeling approach was adopted to test the differences between the group who were exposed to a TV advertisement and those who were exposed to outdoor advertisement. The results showed a strong validity of the hierarchy model in measuring advertising effect of a tourism destination. Also, there was statistically significant differences between the two forms of advertisement. Some marketing implications were presented derived from the study results. 관광목적지 선택에 있어서 광고는 관광자들의 방문 목적지 선택에 중요한 영향을 미친다. 본 연구에서는 관광 목적지에 대한 광고의 효과를 Lavidge과 Steiner의 계층적 효과 모델을 통해 검증해 보고, 옥외광고와 TV광고 간 광고 효과에 있어서 차이가 있는지 살펴보았다. 분석의 결과, 인지적, 정서적, 그리고 행동적 차원으로 구성된 계층적 효과 모델은 국내관광지의 옥외광고 및 TV광고의 효과를 측정하는데 있어 유용한 구조를 가지고 있음을 보여주었다. 또한, 옥외광고와 TV광고 간의 광고효과는 통계적으로 유의한 차이가 있었으나 그 차이의 정도는 비교적 크지 않았다. 따라서 관광지를 홍보하는 수단으로서의 광고는 광고비대비 광고효과 면에서 TV광고보다는 옥외광고가 더 효과적임을 알 수 있었다.

광고모델의 수와 광고제시형태가 소비자 태도에 미치는 영향

김경민,주태욱,오기도 한국마케팅관리학회 2009 마케팅관리연구 Vol.14 No.4

This research presented in a variety of number of models to elaborate the previous studies applied multiple source effect in social psychology and source magnification effect to advertisement. Multiple model in advertisement, particularly, examined by confining one advertisement messaged from multiple models at once. In addition, it examined the message content of the advertisement of multiple models have influence on consumer attitudes besides the variances noted from previous studies. The results are as follows. This study demonstrates that multiple models generate more positive consumer attitudes than single model thanks to multiple source effect. In the advertisement of multiple models, an increase of the number of models, however, does not change consumer attitudes toward advertisement and product, concluding that the number of models in advertisement has non-linear relationship with consumer attitudes. In the advertisement of multiple models, it also proved that the influence of advertisement differs according to the message content of advertisement. In other words, when one advertisement shows multiple models at once, the less number of models in advertisement generate more favorable consumer attitudes than do the more number of models, and when only one model shows in one advertisement by using multiple models in many advertisements, the more number of models in advertisement generate favorable consumer attitudes than do the less number of models. 본 연구에서는 사회 심리학에서 제시된 복수원천효과(multiple source effect) 및 원천확대효과(source magnification effect)를 광고상황에 적용한 기존 연구를 보다 정교화하기 위해 광고모델의 수를 보다 세분 화하여 그 효과를 살펴보았다. 특히, 복수모델광고가 제시되는 경우를 한 번의 광고에 여러 명의 광고모델 이 동시에 제시되는 광고형태로 제한하여 살펴보았다. 또한 기존 연구들에서 제시된 광고모델의 수에 영향 을 주는 변수들 이외에 복수모델광고의 제시형태가 어떠한 영향을 줄 수 있는가 알아보았다. 연구 결과, 단수모델에 비해 복수모델인 경우 복수원천효과가 발생하여 소비자 태도에 호의적인 것으로 나타났다. 하지만 복수모델광고에서는 광고모델의 수가 증가할수록 소비자의 광고 및 제품 태도는 호의적으 로 변화하지 않는 것으로 나타나, 광고모델의 수와 소비자의 태도는 비선형적인 관계를 가지는 것으로 나타 났다. 또한 복수모델광고 시 모델의 수에 따른 효과는 광고의 제시형태에 따라 달라질 수 있는데, 이는 제 품 태도 및 광고 태도 모두에 있어 나타난다는 사실을 실험을 통해 입증하였다. 즉, 복수모델광고 시 모델 의 수가 적은 경우 복수광고 보다는 단수광고일 때 호의적인 광고 태도 및 제품 태도를 가지는 것으로 나 타났으며, 모델의 수가 많은 경우에는 단수광고 보다는 복수광고일 때 호의적인 광고 및 제품 태도를 가지 는 것으로 나타났다