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연예인 광고모델 속성이 외식브랜드에 미치는 광고효과분석
김춘곤,유희경 한국호텔관광학회 2008 호텔관광연구 Vol.10 No.3
This study investigated the advertising effectiveness focused on the characteristics of the entertainment star model in the food service industry. We predicted that advertising effectiveness would be more favorably evaluated when the characteristics of the entertainment star model would fit on product or brand image in the food service industry. Understanding how consumers evaluate entertainment star model for product or brand can provide guidance in measuring advertising effectiveness and establishing advertising strategy. This study can be helpful for shaping advertising strategy more sophisticated and elaborate. This kind of subject has never been engaged in research for our food service industry. Characteristics of the entertainment star model such as credibility, expertness, visibility, attractiveness, familiarity, similarity and likability were important factors for advertising effectiveness. Therefore, casting a more suitable entertainer model for product or brand is very important to improve advertising effectiveness.