기업광고의 유형이 광고물에 대한 태도에 미치는 영향에 대한 연구 : 한국 마사회 광고물을 중심으로 = (A) study of the effect of the type of corporate advertising on attitude toward advertisement : focused on the advertisement of the Korea racing association

다국어 초록 (Multilingual Abstract)

1. Introduction
In recent conditions, the gap between corporations in technology of products being produced and sold has been reduced and corporate image is being the key to sales. According to this, importance of a corporate policy is moving from market share to mind share, and importance of corporate advertising or PR(Public Relations) is increasing. The negative or unfriendly image to a corporation weakens public opinion to the corporation, deteriorates relationship between corporation and consumers and the public and finally purpose of the corporation cannot be accomplished, so corporate image is as much important as it fixes the fate of a corporation. The most general method to improve corporate image is through corporate advertising and it is divided into the following two types.
· Corporate institutional advertising : It lets the public know position, ability and results of a corporation so that they take friendly attitude to the corporation.
· Issue advertising : It shows position of a corporation to social problems.
Therefore, the purpose of this study is to see a relative effect of corporate institutional advertising and issue advertising on a corporation which has negative image socially and further find whether it can change attitude toward the corporation, on the basis of the types of corporate advertising such as corporate institutional advertising and issue advertising divided by Sethi(1979) and business conduct image, social conduct image and business contribution image by Winters(1986).
2. DATA
1) Data Collection
Data for empirical study was collected by questionaries. One hundred twenty questionaries were distributed and one hundred eleven questionaries were returned. Among them five were rejected and finally one hundred six were used.
2) Model
The model that used in this article to measure the following research framework represents the relationships among the variables included in this study.
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3) Statistical Data Processing
In this study, frequency analysis, reliability analysis, correlation analysis, T-test and two-way ANOVA was used by SPSS/PC+ package.
3. Hypotheses
Hypotheses of this study are as follows:
H1 : The type of corporate advertising will affect attitude toward the advertisement.
H2 : The effect of the type of corporate advertising on attitude toward the advertisement will change according to attitude of customers toward the Korea Racing Association.
4. Results of study
The results of this study are as follows:
First, the hypothesis that the type of corporate advertising will affect attitude toward the advertisement is adopted.
Second, the hypothesis that the effect of the type of corporate advertising on attitude toward the advertisement will change according to attitude of customers toward the Korea Racing Association adopted.
Therefore two hypotheses which set up above proved to be true.
5. Conclusions
First, it was found that there was a significant different in attitude toward the advertisement so the Korea Racing Association perform corporate advertising in consideration of the type of advertisement. The advertisements manufactured by the Korea Racing Association has been centered on issue advertising until now but at the same time it is required to perform corporate institutional advertising according to conditions.
Second, it was found that there was an interaction in attitude of customers toward the Korea Racing Association and type of the advertisement, so the Korea Racing Association needs to select proper types and strategies of corporate advertising to be able to change neutral attitude of customers toward the corporation to friendly attitude.
As the above results and conclusions, it was found that the result of this study was significant to the corporation as the Korea Racing Association whose corporate image is dominantly negative and unfriendly so it can be inferred that the result is significant to any other corporation.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제제기 및 연구의 목적 = 1
• 제2절 연구의 방법 및 논문의 구성 = 4
• 제2장 이론적 고찰 = 5
• 제1절 기업 커뮤니케이션에 대한 개관 = 5
• 1. 커뮤니케이션의 개념과 내용 = 5
• 2. 기업 커뮤니케이션의 개념 = 7
• 3. 기업 커뮤니케이션의 내용 = 9
• 제2절 기업광고에 대한 개관 = 10
• 1. 기업광고의 개념 및 내용 = 10
• 2. 기업광고의 발달과정 및 현황 = 12
• 3. 기업광고의 분류 = 14
• 4. 기업 실체광고 = 16
• 5. 이슈광고 = 24
• 제3절 기업 이미지에 대한 개관 = 28
• 1. 이미지의 개념과 유형 = 28
• 2. 기업 이미지의 개념과 역할 = 31
• 3. 기업 이미지의 형성과정 = 32
• 4. 기업 이미지의 구성 요소 = 34
• 5. 기업 이미지의 측정 체계 = 36
• 6. 기업광고와 기업 이미지 = 38
• 제4절 광고 태도에 대한 개관 = 40
• 1. 태도의 개념 = 40
• 2. 광고에 대한 태도와 광고 효과의 관계 = 41
• 3. 광고 태도의 역할 = 42
• 제3장 연구 설계 = 56
• 제1절 연구 모형 및 가설의 설정 = 56
• 1. 연구 설계의 목적과 방법 = 56
• 2. 연구 모형과 가설 = 56
• 제2절 변수의 조작적 정의 및 측정 방법 = 58
• 1. 기업광고의 유형 = 58
• 2. 광고물에 대한 태도 = 59
• 제3절 분석 방법 = 59
• 1. 연구 조사의 대상 및 자료 수집 = 59
• 2. 자료 분석 방법 = 59
• 3. 조사 대상자의 구성 = 60
• 4. 조사 설문지의 구성 = 60
• 제4장 실증분석 = 62
• 제1절 분석 결과 및 가설 검증 = 62
• 1. 빈도분석 = 62
• 2. 신뢰성 분석 = 64
• 3. 상관관계 분석 = 66
• 4. 가설의 검증 = 66
• 제5장 결론 = 73
• 제1절 연구 결과의 요약 및 논의 = 73
• 제2절 연구의 한계점 및 향후 연구 방향 = 75
• 1. 연구의 한계점 = 75
• 2. 향후 연구 방향 = 76
• 참고문헌 = 77
• ABSTRACT = 83
• 설문지 = 88