복합매체 상황에서의 시너지 극대화를 위한 매체 메시지 조합의 적합성 검증 연구 = Suitability Study on Media Message Mix for Advertising Synergy Maximization

다국어 초록 (Multilingual Abstract)

This research is designed to check the role of media and message in multimedia environment where generate advertising synergy. In order to prove synergy effect from multimedia environment, we developed two hypotheses. The first one is to prove the level of synergy effectiveness between identical message with identical media repetition and identical message with varied media. Second one is to compare the synergy effect that comes from message since media carry the message. In order to prove this point, we designed two types of media-message mix case. The first one is media context friendly message and the second one is media context non-friendly message case. Then we compare two cases that which case provides more synergy effect and this synergy effects calculated by advertising memory, advertising and brand attitude toward ad and purchase intention. The hypothesis tests showed that identical message with identical media repetition case generate synergy only in Brand attitude level. However, there are higher advertising memory, advertising attitude, brand attitude, and purchase intention on ideal media-message mix case than un-ideal media-message mix case. This results show that there are synergy effect comes from message as well as multiple media situation itself.

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