메가 이벤트에서 동일한 메가 광고비, 왜 광고효과는 다른가?

윤성욱(Sung Wook Yoon),신성연(Seong Yeon Shin) 한국마케팅학회 2014 마케팅연구 Vol.29 No.1

본 연구의 목적은 메가 이벤트가 진행되는 기간 중 소비자들이 텔레비전 광고를 접한 후 광고 메시지에 대해 회상하는 내용과 그 특성에 대한 분석을 바탕으로 소비자들에게 보다 용이하게 기억되는 효과적인 광고제작을 위한 시사점을 제공하고자 하는 것이다. 특히, 본 연구에서는 기존에 광고의 개별적인 속성을 나타내는 변수들 간의 관계를 통계학적 방법으로 분석하는 접근에서 벗어나 광고가 가지고 있는 개별적인 속성뿐만 아니라, 많은 광고가 동시적으로 노출되는 실제 텔레비전 시청환경에서 광고의 개별적인 속성과 그 속성들 간의 관계를 나타내는 패턴에 대한 분석을 실시하여, 하나의 광고 블록 내에서 동일한 시청률을 바탕으로 같은 광고비를 지불하는 광고이지만 각 각의 광고마다 그 효과가 다르게 나타나는 원인을 규명해보고 소비자들에게 회상되지 않는 광고에 대해 분석을 실시하는 최초의 연구로 그 의미가 크다고 할 수 있다. 이를 위해 본 연구에서는 광고효과 측정과 관련한 선행연구의 한계점과 문헌 고찰을 바탕으로 연구문제를 설정하여 각 각의 연구문제에 대한 분석을 실시하였다. 먼저, 소비자들에게 기억되는 광고는 광고 메시지에 어떤 특성을 가지고 있는지를 알아보았으며, 소비자들에게 기억되는 광고들 간에는 어떠한 유사점과 차이점이 있는지를 확인하고, 광고들 간에 특정한 패턴의 구조적인 관계가 형성되어 있는지를 규명해 보았다. 그리고 소비자들이 광고를 회상하는 과정에서 실제로 접하였지만 회상하지 못하는 경우나 반대로 접하지 않았지만 회상하는 것과 관련한 광고회상 오류에 대해 알아보았다. 연구문제에 대한 분석을 위해, 2012 런던 올림픽 기간 중 지상파 정규 방송을 통해 실시간으로 중계된 축구 경기 2 개를 선정하여 시청자 270명을 대상으로 개방형 설문조사를 실시하였다. 정확한 광고 회상 측정을 위해 설문조사 대상자들에게는 경기 시청과 관련한 공지를 하지 않았고, 설문조사는 DAR(day after recall)-test의 형식으로 진행되었다. 본 연구에서 선정된 2 개의 경기(경기 1; 대한민국 vs. 멕시코, 경기 2: 대한민국 vs. 가봉)에서 시청자들이 하프타임 동안에 방송된 총 68개의 광고에 대해 회상하는 내용에 대한 키워드를 각 각의 노드로 하는 연결망(network)을 구성하여 NodeXL을 이용한 연결망 분석과 사후 군집분석을 진행하였으며, 분석 결과를 기초로 왜 광고회상에서 오류가 나타나는지에 대한 분석을 실시하였다. 연구결과, 올림픽, 노래, 댄스, LTE, SMART 등과 같은 특정 키워드의 중앙성이 높게 나타났으며 이러한 키워드가 광고회상에서 핵심적인 인출단서의 역할을 하게 된다는 것을 확인하였으며 응답자들에게 회상되는 빈도가 높은 광고들에 대한 키워드를 바탕으로 각 각의 특성을 가진 여러 가지 군집들이 형성되었다. 그리고 본 연구의 분석대상 광고 중 응답자들에 의해 회상된 광고는 경기 1에서는 9개만이 회상되었고, 경기 2역시 14개만의 광고가 회상되어 총 68개의 광고 중에서 45개의 광고는 회상되지 못하여, 동일한 시간대에 노출되는 광고이지만 그 효과는 차이가 큰 것으로 확인되었다. 본 연구의 결론에는 연구결과를 바탕으로 학문적인 시사점과 효과적인 마케팅 전략 수립을 위한 실무적 시사점 그리고 향후 연구를 위한 방향을 제시하고 있다. One of the most fundamental purpose of television commercials is to create an awareness of the brand advertised. Many corporations air their commercials in a series of television programs, and televisionembedded commercials are very attractive for promoting the corporation brand. Despite the enormous benefits in television commercials, it is difficult to measure the specific effects of television commercials. The main objectives of this study are to identify the attribute of the recalled television embedded advertisements, and hidden structural relationships in consumers` perception of recalled television embedded advertisements. Until recently, on-air recall-testing has been one of the most generally employed for measuring the effect of television commercials. In this study, however, we try to approach the issue from a different point of view with complexity system. This study collected information from 270 television viewers in Busan area through an open-ended questionnaire. A total of 68 television commercials in the 2012 London Olympic Games was fed into an analysis. The network analysis with NodeXL was utilized for investigating the research questions. The results of this paper can be summarized as follows. First, specific key-words are placed in the mind of consumers` perception toward television commercials. These key-words can be used as a tool for better recall of commercials. Second, network clustering drew some meaningful groups of commercials. Identifying clusters within the network and mapping their structural relationship to one another can contribute to increase consumer`s recall of the Ad. Third, there were many errors of Ad recall. This results demonstrate that consumers are confused by the recall of commercials aired during the events. In other words, it is important to consider highly recognized key-words when producing television commercials. This paper concludes with a discussion that addresses the implications for methodology and advertising industry. Future research directions are outlined.

응원팀의 시합 여부와 경기의 즐거움이 광고회상에 미치는 영향과 인지욕구의 조절효과

윤성욱(Sung Wook Yoon),신성연(Seong Yeon Shin) 한국경영학회 2012 經營學硏究 Vol.41 No.5

One of the most fundamental purpose of sponsorship communication is to create an awareness of its brand. Many corporations around the world participate in a series of sports sponsorship activities, and their expenditure for sports sponsorship programs is getting larger and larger. For example, the FIFA World Cup and the Olympic Games broadcast to billions of consumers across the world. Therefore, advertising through billboards surrounding the playing area in each match, and television program embedded advertisements are very attractive for promoting the brand image of a corporation. Despite the enormous interest in sports sponsorship activity of all sorts, it is impossible to evaluate the exact effects of the sponsorship programs due to the fact that consumers have different information process systems per the individual. For this reason, research in this field will be expected to yield significant findings for sponsors, and to provide meaningful framework for understanding the effects of sports sponsorship activities on consumer behavior. Therefore, the purpose of this study is to seek to understand consumer perceptions of advertisements in the sports game and to provide effectual strategy for sponsorship. In this study, we investigated the effects of supported team participation and the enjoyment of sports games on consumers` ad recall. The need for cognition was investigated for its moderating effect between the variables. On the day after the 2010 South Africa World Cup soccer games, university and graduate school students (N=564) from the Busan area completed questionnaires and utilized MANOVA for data analysis. Results of this study reveal that supported team participation and the enjoyment of sports games affect the recall of both the LED-board and program-embedded ads. Overall recall was found to be negatively related to team participation, but it was found to be positively related to the enjoyment of sports games. In addition, a significant moderating effect of the need for cognition was found on LED-board recall, but there was no significant influence of the need for cognition on ad recall. The findings with regard to advertisement effects in sports sponsorship have several implications for sponsorship management. First, sponsors and advertisers may have the ability to base their air-time purchase decisions partly on the expected emotional impact of the sports games on different groups of spectators. The price of advertising on sports broadcasting is dependent on television viewer ratings, but in the case of a spectator`s supporting team participating in the game or in a match between two rival teams, the effectiveness of advertisement is not always positive. According to this result, corporations which are considering to participate in sponsorship programs need to build marketing strategy on the basis of spectators` emotional states induced by the game. Second, enjoyment in reaction to sports event has a positive effect on the consumers` recall of advertisements. This result is explained by several theories about human emotions and information processing systems. Sports associations and organizations are also aware of that spectators` pleasure in watching games finally contributes to their revenues from television broadcasting rights. Third, sponsors and advertisers may need to consider that consumers respond to ads differently, with perception of the ad dictated by individual nature such as need for cognition. The results of a comprehensive analysis undertaken in this study have prominent implications for sports sponsorship managers and researchers in terms of the strategy of advertisement. Based on the results, implications for sponsors are discussed and future research directions are outlined.

월드컵 스폰서십 효과 분석: 2010 남아공 월드컵

윤성욱(Sung-Wook Yoon),정문흠(Moon-Heum Jung),신성연(Seong-Yeon Shin) 한국산업경제학회 2011 한국산업경제학회 정기학술발표대회 논문집 Vol.- No.추계

Propranolol 이 Succinylcholine 에 의한 혈청 K+ 치 변동에 미치는 영향

유경연,정창영,임웅모,신성식 대한마취과학회 1988 Korean Journal of Anesthesiology Vol.21 No.1

Succinylcholine induces a small increase in serum K^+(0.3∼0.5 mEq/l) in normal patients, but it may produce fatal increases in sensitive conditions, including severs burn, massive trauma, tetanus and neuromuscular disorders. Recently, interest has been focussed on the role of the adrenergic system in extrarenal potassium homeostasis. Accordin to this concept, beta-adrenergic stimulation enhances and conversely a blockade impairs celluar uptake of potassium. Meanwhile propranolol, a beta-adrenergic blocker, is an increasingly, common drug among surgical patients. Therefore, the present experiment was carried out on 66 patients in order to determine whether propranolol augments or prolongs the increases in serum K^+ following succinylcholine injection(2 mg/kg, I.V.). Serum K^+ and NaA^+ levels were measured just prior to induction and at 3,5,10,30,60,90 minutes following succinylcholine administration. The patients were divided into three groups: Group 1; 26 patients without propranolol treatment. Group 2; 20 patients pretreat with divided doses of propranolol(320 mg b.i.d. p.o.). and Group 3: 20 patients on chronic propranolol therapy. The results were as follows. 1) Baseline K^+ values were significantly higher in propranolol treated patients(Groups 2 and 3) than in non-treadted patients(Group 1). 2) The magnitude of maximum increases in serum K^+ following succinylcholine was 0.19 mEq/l, 0.16 mEq/l and 0.21 mEq/l in Groups 1, 2 and 3, respectively. 3) The time to peak increases in K^+ was 30 min, 5 min and 3 min following succiny lcholine in Groups 1, 2 and 3, respectively. 4) Serum Na^+ decreased singificantly following succinylcholine administration in all groups, but there was no significant difference among the groups at other ives. These results indicate that propranolol neither augments nor prolongs increases in serum K^+ following succinylcholine injection. Thus succiny lcholine can be used safely in the presence of a beta-adrengic blockade.