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Cross-Model Effect of Model Types, Product Gender Identity and Message Appeal Type

모델유형과 제품의 성 정체성 그리고 메시지 소구에 따른 크로스 광고모델 효과

  • Kim, Eun-Hee (Dept. of Advertising & Public Relations & journalism, Mokwon University) ;
  • Yu, Seung Yeob (Dept. of Advertising & Public Relations, Namseoul University)
  • 김은희 (목원대학교 광고홍보언론학과) ;
  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2014.03.03
  • Accepted : 2014.06.20
  • Published : 2014.06.28

Abstract

This study has recently been issued to businesses and consumers who examined the effects of cross-advertising model. Experimental design, the model type (2) ${\times}$ sexuality products (2) ${\times}$ advertising message appeal form (2) is a factorial design. The results are as follows. First, the advertising model, based on the type of cognitive response to advertising than the general model of cross-recall index was higher model. Second, the product of gender identity in response to what the advertising product for women than men was higher index of product recalls. Third, the ad attention model ANOVA results for each type of message, the main effect of appeal type was identified. In addition, the type and model of sexual identity, and message appeal type in the type of model interaction effects were found. Finally, the model-product analysis of goodness of fit, the model type and sexual identity and appeal type messages of main effect were identified. The result is more efficient advertising effect model strategies for promoting meaningful results, it is meant to be confirmed.

Keywords

Cross-Model;Product Gender Identity;Message Type;Cognitive Response;Advertisng Attention

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