지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose This study investigated whether there are differences in advertising effects depending on the type of advertising, divided into public service announcements (PSA) and commercial advertisements, and the form of advertising model.
Research Design, Data, and Methodology By investigating the difference in advertising effects due to the type of advertising and form of advertising model, the study was expected to reveal the optimal advertisements for achieving the desired advertising effects. The subjects were Jangan University students in their first and second year, with 102 copies of the survey questionnaire received for analysis.
Results The findings were different for the celebrities, professionals, and CEOs, except for the PSA; further, they were different among celebrities, professionals and the other types of model, except CEO, in commercial advertising. Simple regression results showed that both the professionals and CEO models had a positive impact on the effect of advertising in the case of the PSA.
Conclusion These results suggested that appropriate selection of the form of advertising model is a very important factor. Conversely, it has been suggested that the celebrity model is the most effective, reflecting the trend for commercial advertisements.
목차
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참고문헌 (30)
참고문헌 신청
Ahn, Kwang-Ho. / 2004 / The Study of the Effect of Perceived Brand Value on Market Price and Brand Choice Behavior / Korean Journal of Advertising 15 (5) : 439 ~ 457
Atkin, C. / 1983 / Effectiveness of Celebrity Endorsers / Journal of Advertising Research 23 (1) : 57 ~ 62
Baker, M. J. / 1977 / The Impact of Physically Attractive Models on Advertising Evaluations / Journal of Marketing Research 14 (11) : 538 ~ 555
Basil, M. D. / 1997 / Marketing AIDS prevention : the differential impact hypothesis versus identification effects / Journal of Consumer Psychology 6 (4) : 389 ~ 411
Darian, J. C. / 1993 / Social marketing and consumer behavior : Influencing the decision to reduce alcohol consumption / Advanced in Consumer Research 20 : 413 ~ 418
Atkin, C. / 1983 / Effectiveness of Celebrity Endorsers / Journal of Advertising Research 23 (1) : 57 ~ 62
Baker, M. J. / 1977 / The Impact of Physically Attractive Models on Advertising Evaluations / Journal of Marketing Research 14 (11) : 538 ~ 555
Basil, M. D. / 1997 / Marketing AIDS prevention : the differential impact hypothesis versus identification effects / Journal of Consumer Psychology 6 (4) : 389 ~ 411
Darian, J. C. / 1993 / Social marketing and consumer behavior : Influencing the decision to reduce alcohol consumption / Advanced in Consumer Research 20 : 413 ~ 418
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