케이블TV방송의 반복광고효과 wear-in과 wear-out에 관한 연구: 광고노출조건, 프로그램 각성, 광고시간제시 및 인지욕구를 중심으로 = Study on Wear-in and Wear-out of Repeated Advertising Effects of Cable Television Broadcasting: Focused on Advertising Exposure Condition, Type of Program Arousal, Advertising Time Presentation and Cognitive Desires

다국어 초록 (Multilingual Abstract)

This study examined the wear-in and wear-out of advertising effects according to arousal, presentation of advertising time, and cognitive need caused by repetition advertising and cable television programs. The results of experimental study for verification are as follows: First, for wear-in, there was no significant effect of exposure frequencies. For wear-out, however, it was found that significant effect of strong repetition was higher than that of weak repetition. Second, for both wear-in and wear-out, interaction effect of exposure frequencies and presentation of advertising time left was found. Third, drama which has low broadcast program arousal showed higher wear-in for repetition advertising, while entertainment program which has high arousal showed higher wear-out. Fourth, there was no interaction effect for both wear-in and wear-out of program arousal and advertising exposure frequencies. Fifth, the examination of wear-in of repetition advertising effect for cognitive need showed that the higher cognitive need is, the higher the repetition advertising effect is. But no difference in cognitive need was found for wear-out. These results provide implications for establishing advertising media strategy for cable broadcasting, as well as suggestions for further studies.

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