의료기관 홍보담당자의 메시지 프레이밍과 소구유형 선호도가 의료광고에 미치는 영향

다국어 초록 (Multilingual Abstract)

Objectives : This study was conducted to examine what types of attributes advertising and promotion staff members working at different medical institutes consider when performing their advertising duties. It also seeks to identify satisfaction levels with the advertising conditions and tasks required of them to perform the actual advertising. Methods : This study subjects were members registered in the address book of the Korean Hospital Public Relations Association with 127 actual test respondents targeted. Results : Regarding the selection of the types of advertising message appeals, those with less than five years of work experience were found to prefer emotional messages, whereas those with more than six years of work experience were found to prefer rational messages. male advertising planners preferred rational messages, whereas female advertising planners preferred emotional messages. Conclusions : The medical advertising facilities at hospitals and equipment to produce the main materials to improve the effectiveness of advertising should be considered.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 연구방법
• 1. 연구 대상 및 방법
• 2. 용어의 정의
• Ⅲ. 연구결과
• 1. 대상자의 일반적 특성
• 2. 의료기관 종별에 따른 광고의 특성
• 3. 메시지 프레이밍과 메시지 소구 선호도에 따른 광고인식 차이
• 4. 의료기관 홍보담당의 특성에 따른 메시지 프레이밍과 메시지 소구의 선호도
• Ⅳ. 고찰
• Ⅴ. 결론
• REFERENCES

참고문헌 (Reference)

1 황병덕, "의료법개정 전․후에 따른 의료광고의 변화 -주요 3대 일간지를 중심으로-" 보건의료산업학회 2 (2): 137-145, 2008

2 김예은, "의료기관 속성에 따른 의료광고 메시지 프레이밍 효과" 한국광고학회 20 (20): 111-129, 2009

3 김수진, "여성소비자들의 화장품 선호도 및 구매의도에 관한 연구 - 광고소구유형과 광고모델유형을 바탕으로 -" 한국소비자정책교육학회 5 (5): 1-30, 2009

4 강찬희, "광고 메시지 프레이밍 효과에 관한 연구 : 무드(mood) 방향성 및 각성(arousal) 수준을 중심으로" 한국광고학회 22 (22): 235-261, 2011

5 Y. E. Kim, "The Attributes of The Medical Center and the Impact of Message Frames in Medical Advertisements" Pusan National University 2009

6 S. Y. Song, "Medical Advertising Review system Status and Problem Analysis" 10 (10): 14-35, 2012

7 Ministry of Health & Welfare, "Korea Health statistics 2014" 2014

8 G. B. Uhm, "Factors Affecting the Public Relations of Hospitals" Kangwon university 2009

9 Y. H. Won, "Effective advertising and promotion strategies of hospital" 9 (9): 16-17, 2003

10 T. S. Kim, "A Study on the Influence of the Type of the Medical Treatment on the Attitudes towards the Ads" Hongik University 2009

11 Y. S. Woo, "A Study on the Attitudes toward Hospital Advertising and their Relationships with Brand Attitudes" Hongik University 2012

12 H. K. Choi, "A Study on the Advertising Effect by Message Framing and Appeal Pattern:Focused on Perceptual Bias and Audience Factors in Cervical Cancer Prevention Vaccine Advertising" Chung-Ang University 2010

13 J. H. Lee, "A Study of Analyzing the Factors Affecting the Media Relationship: Focusing on the Evaluation by Government and Corporate Public Relations Practitioners" Kyung Hee university 2004

14 S. Y. Yoo, "A Study by the Medical Media Analysis" 10 (10): 397-428, 2004