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A Study on Advertising Effect according to Involvement, Advertising Location and Advertising Forms - Focusing on the Fashion Internet Search Advertising - (관여, 광고위치, 광고형태에 따른 광고효과 연구 - 패션 인터넷 검색광고를 중심으로 -)

  • Je, Eun-Suk
    • The Research Journal of the Costume Culture
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    • v.20 no.2
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    • pp.251-262
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    • 2012
  • This research aimed to examine an advertising location according to consumer involvement about internet search advertising and advertising effect according to advertising forms. This research carried out a questionnaire survey from May 25, 2011 for seven days with the target of men and women at the age of 20s-30s who tried search advertising in Seoul and capital area, and 519 copies were used for final analysis. For analysis of collected materials, the reliability test, factor analysis, $t$-test, regression analysis and ${\chi}^2$ test were executed by using statistical package SPSS 16.0. The results are as follows. First, it appeared that consumer's clothing involvement, advertising involvement, advertising location and advertising forms had an influence on site attitude and clicking intention. Consumers of high clothing involvement, high advertising involvement and upper end advertising appeared to have high site attitude and clicking intention. Second, all consumers of the low and high clothing involvement and upper end advertising appeared to prefer the upper end advertising. It appeared that consumers of low advertising involvement prefer lower end advertising, and consumers of high advertising involvement prefer the upper end advertising at an advertising location according to clothing involvement. Accordingly, it is important that the search advertising exposes advertising in the upper end, and that should use an advertising phrase capable of giving trust to consumers. As the text advertising had high site attitude and clicking intention in the advertising forms, consumers should pay attention to the advertising phrase.

A Study on Advertising Future Development Roadmap in the Fourth Industrial Revolution Era

  • Ahn, Jong Bae
    • International Journal of Internet, Broadcasting and Communication
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    • v.12 no.2
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    • pp.66-76
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    • 2020
  • We The 4th industrial revolution, the core characteristics of super-intelligence, hyper-connective, and ultrareality, has been actualized. New technologies such as artificial intelligence, big data, the Internet of Things, and high-tech video have begun to be applied to media and advertising. With the introduction of new technologies in the advertising field, innovative changes in advertising types, advertising effects, advertising methods, and advertising contents are expected. Accordingly, We intends to design a future advertising roadmap development by predicting how future advertising will change and develop through future technologies in the 4th industrial revolution era. To design the roadmap, this study analyzes changes in advertising technology, consumer, and media as changes in the advertising environment in the 4th industrial revolution era, and identifies the core changing trends, advertising factors in future advertising through the Delphi Survey on experts in advertising and future fields. We identifies how the future advertising technology, types, media, effects, and fields are developed by the changes of future advertising environments, including technology, consumers, and media in the 4th industrial revolution era. Hence it is expected to help the advertising industry and experts to prepare for future changes.

Background of Revised Medical Law Article 57 (Revision of Medical Advertising Review System), - The Social Ethics and Public Value of Advertising (개정의료법 57조(의료광고 사전심의제도 개정)의 배경, - 광고의 사회적 윤리성과 공익적 가치)

  • Cho, EunHee
    • Korea Journal of Hospital Management
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    • v.24 no.1
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    • pp.77-80
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    • 2019
  • The medical advertising review system which was revised and implemented on September 28, 2018, was revived. In this paper, we examine the implications of social ethics and public value of advertising under 4 perspectives of advertising, present the direction of future medical advertising, and suggest the meaning and expected effect of the preliminary medical advertising review system.

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A Study on Advertising Effects by Advertising Evaluation and Advertising Involvement -Focused on Casual Wear Advertisements of Fashion Magazine- (광고평가와 광고관여에 따른 광고효과 연구 -패션잡지의 캐주얼 의류광고를 중심으로-)

  • 신혜봉;임숙자
    • Journal of the Korean Society of Clothing and Textiles
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    • v.28 no.1
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    • pp.66-75
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    • 2004
  • The purposes of this study was to identify the evaluative dimensions of advertising and to examine the effect of evaluative dimensions of advertising on advertising effects(attitude to advertising/buying intention). The subjects used for the study were 202 female university students. Through the pretest, 15 casual wear brand's advertisements were selected and presented as stimuli. The questionnaire was employed and descriptive statistics, factor analysis, t-test, paired t-test and multiple regression analysis were used for data analysis. The results of this study were as follows. First, 5 evaluative dimensions of advertising were identified; model, message, product, brand and image. The dimension of advertising evaluated most positively was image. Second, the dimensions of advertising that significantly affected the attitude to advertising were model, message and image, whereas the dimensions that affected buying intention were product and brand. The influence of the evaluative dimensions of advertising on the attitude to advertising were different according to advertising involvement.

A Comparative Analysis of Virtual Advertising and PPL: Focusing on Consumer Evaluation of Advertising Attributes and Ad Effectiveness (가상광고와 간접광고에 대한 비교 연구: 광고속성과 광고효과를 중심으로)

  • Um, Kihong;Lim, Byunghoon;An, Daechun;Suh, Woojong
    • Knowledge Management Research
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    • v.16 no.1
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    • pp.193-208
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    • 2015
  • With the rapid growth in the use of digital advertising media among consumers, there is an increasing interest in the utilization of virtual advertising and PPL as an alternative to traditional television advertising. Nonetheless, few studies have compared the effects of these new advertising platforms, still lacking knowledge on their relative effects for maximizing advertising effectiveness. This study, thus, intends to compare virtual advertising and PPL with respect to advertising effectiveness (i.e., consumer evaluations of advertising attributes, brand attitudes, and purchase intentions), controlling for the level of product involvement. An experiment was conducted with a sample of 360 participants and actual ads were used as test stimuli. According to the results, consumers exhibit more favorable evaluations on all the three advertising attributes (i.e., entertainment, informativeness, and irritation) for high-involvement products, whereas, for low-involvement products, virtual advertising is perceived to be more irritating than PPL. In particular, the effect of informational value of virtual advertising on brand attitudes was found to be most significant. In addition, for high-involvement products, virtual advertised products. Advertising practitioners may have to consider these results and fully utilize the advantages of virtual advertising and PPL in order to achieve maximum advertising effectiveness.

Factors Influencing Consumer Attitudes Toward Web Advertising (웹 광고에 대한 소비자 태도에 영향을 미치는 요인)

  • Chung, In-Keun;Kim, Bong-Gu
    • Asia pacific journal of information systems
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    • v.10 no.4
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    • pp.115-132
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    • 2000
  • As the web advertising proliferates due to the explosive growth of Internet users, there is a research need for the consumers' general perception on the individual advertisements in the web. This research studies whether the characteristics of Internet advertising(entertainment, informativeness, purchase facilitation, irritation) influence the consumers' attitudes in the Internet environment. This is based on the fact that the web as an advertising channel is quite different from the traditional advertising channels. Twc different surveys are conducted; one is to study consumers' general responses for the Internet advertising in general, and the other is to study more specifically consumers' attitudes for the six different advertising messages(product advertising, corporate image advertising, on-line catalog, billboard, contest/game advertising and online directory of firms). Entertainment and informativeness factors are found to be positively related with the consumers' general attitudes for the web advertising, whereas purchase facilitation and irritation factors have no relationships. Also, a set of advertising strategies for the six different advertising messages are given based on the findings about the relationships between the six advertising messages and the four influencing factors.

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The Influence of Advertising Evaluation on Advertising Attitude and Buying Intension for Casual Wear Advertisements (캐주얼 의류 광고의 평가가 광고태도 및 구매의도에 미치는 영향)

  • 신혜봉
    • The Research Journal of the Costume Culture
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    • v.12 no.4
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    • pp.566-578
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    • 2004
  • The purposes of this study were to identify the dimensions of advertising evaluation and to examine the influence of advertising evaluation on advertising attitude and buying intension. Also this study categorized the advertising responses. Through the pretest, 15 casual wear brand's advertisements were selected and presented as stimuli. The data was collected from 377 female university students using questionnaire and analyzed by descriptive statistics, factor analysis and multiple regression fer path analysis. The results of This study were as follows. First, 5 factors were identified for the dimensions of advertising evaluation: model/message/product/brand/tone & manner. Second, through the path analysis, advertising evaluation had direct and indirect influences on buying intension. The influences of dimensions of advertising evaluation on buying intension were also examined: model, message and product had indirect influence on buying intension mediated by advertising attitude, whereas product and brand had direct influence on buying intension. Especially, product affected considerably on buying intension. Third, advertising responses were categorized into five dimensions: tone & manner/model/message/product/brand.

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Effects of Advertising depending upon Type of Advertising and Form of Advertising Model

  • Yang, Hoe-Chang;Ahn, Ho-Keun;Han, Sang-Ho
    • The Journal of Distribution Science
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    • v.11 no.11
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    • pp.77-82
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    • 2013
  • 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.

Predictors of Mobile Advertising Avoidance: What Makes People Avoid Mobile Advertising?

  • Um, Nam-Hyun
    • International Journal of Contents
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    • v.15 no.4
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    • pp.44-49
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    • 2019
  • This study is designed to examine antecedents and consequences of mobile advertising avoidance. However, to date, research on mobile advertising avoidance has been scarce. Thus, this study makes significant contributions by addressing understudied areas in mobile advertising. Study results show that the perceived mobile advertising risk is positively related to mobile advertising avoidance. This study found that the perceived trust in mobile advertising is negatively linked to mobile advertising avoidance. The study results show that the perceived Internet users' data privacy concerns is positively linked to mobile advertising avoidance. Finally, study results suggest that mobile advertising avoidance is positively linked to intention to delete the ad.

The Internet Homepage Advertising Strategy of the Fashion Goods (패션제품의 인터넷 홈페이지 광고 전략에 관한 연구)

  • 정미재;이선재
    • Journal of the Korean Society of Clothing and Textiles
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    • v.26 no.1
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    • pp.112-123
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    • 2002
  • The purpose of this study was to establish the strategy for Internet fashion homepage advertising that attracts consumers attention and discloses clothing brand to consumers continually. In this paper, the following subjects were set up: (a) to classify the structure and evaluation factors of the fashion homepage advertising, (b) to analyze the effect of demographic variables and clothing involvement of consumer on fashion homepage advertising structures and evaluation factors. A random sample of 553 people in the age group 16-34s living in Seoul and Kyungki region during March 2000 was selected from Internet users. SPSS package was used for data analysis. Frequency, Percentage, Factor analysis, ANOVA, Duncan test and regression analysis were applied. The results of this research were as follows: First, in the process of classifying the dimension of the fashion homepage advertising, homepage advertising structure was composed of 5 factors: interactive, amusing factor, professional information, fashion information and useful information. And homepage advertising evaluating factors were interesting, information and irritation. Second, it was found that clothing involvement influenced fashion homepage advertising. High involvement group preferred the fashion information factor of the homepage advertising structure and low involvement group was useful information factor of the homepage advertising structure. Both high and low involvement groups preferred interesting factor of the homepage advertising evaluation. Third, demographic variables also influenced fashion homepage advertising Females manifested greater interests in informative factor of homepage advertising than males. Findings from this study provide an insight into fashion homepage advertising strategy related to consumers clothing behavior.