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Causal Relationships on Consumer Attitude Toward the Types of Fashion Advertising Appeal (의류광고의 소구유형에 따른 소비자의 태도 연구)

  • 양수미;박은주
    • Journal of the Korean Society of Clothing and Textiles
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    • v.19 no.1
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    • pp.3-12
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    • 1995
  • The purpose of this study were to identify the types of consumer responses and to investigate the attitude formation process toward the fashion advertising. A consusmer attitude model for the fashion advertising and to select relevant variables. A consumer attitude model was composed of the prior brand attitude, the consumer re, ;posses (affective, cognitive) the advertising attitude, the brand attitude, and the purchase intention paradigm. The result of this study were as follows: 1. Consumer responses on the fashion advertising were distingished between affective response and cognitive responses and the degree of responses differed by the advertising appeals types (emotional advertising, sex appeal advertising and product attribute advertising). 2. The main casual course of the fashion advertising was that the prior brand attitude $\rightarrow$ the consumer responses (affective, congnitive) $\rightarrow$ the advertising attitude $\rightarrow$ the brand attitude $\rightarrow$ the purcha, ie intention. These attitude formation process was differed by the advertising appeals types. Finally, consumer responses on the fashion advertising were disinguished beween affective responses and congitive responses, and were affected to advertising attitude, brand attitude, purchase intention. These consumer attitude formation process was differed by the advertising appeals.

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A Study on Advertising Recall Regarding Color Scheme of Fashion Advertising (패션제품 광고의 색채 배색에 대한 광고 회상 연구)

  • Park, Eun Hee;Lee, Won Ja
    • Textile Coloration and Finishing
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    • v.25 no.4
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    • pp.337-344
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    • 2013
  • This study aims to understand the advertising recall effect in accordance with color scheme of advertising by subdividing it into brand, picture, color, and style. The results of this study are like following. In the results of the study on advertising recall, first, there were significant differences in picture and color recall. The picture recall was the highest in complementary color scheme while color scheme was shown the highest in single and complementary color schemes. Regarding the advertising recall in accordance with subscription time of fashion magazines, second, the advertising recall can be different in accordance with subscription time of magazine, major, purchase experience, and interest. In case of picture advertising recall depending on major, third, majors highly recognized complementary color scheme in picture recall and also similar color scheme in color recall. Regarding the advertising recall depending on experience in purchasing magazines, purchasers highly recognized complementary color scheme in picture recall and also tone-in-tone color scheme in color recall. In case of the advertising recall in accordance with interest in fashion advertising, the group with interest highly recognized complementary color scheme in picture recall and also similar color scheme in color recall.

The Effect of Advertising Message Framing and Appeal Preferences by Advertising Planners at Medical Institutes on Medical Advertising (의료기관 홍보담당자의 메시지 프레이밍과 소구유형 선호도가 의료광고에 미치는 영향)

  • Byun, Hye-Kyung;Hwang, Byung-Deog;Park, Jae-Woo
    • The Korean Journal of Health Service Management
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    • v.10 no.2
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    • pp.25-34
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    • 2016
  • 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.

Advertising Effect by Clothing Advertising Involvement and Types of Advertising Appeal (의류광고 관여와 소구 유형에 따른 광고효과 -20-30대 직장여성을 중심으로-)

  • 홍병숙
    • Journal of the Korean Society of Clothing and Textiles
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    • v.23 no.7
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    • pp.1040-1051
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    • 1999
  • The objective of this study was to search out the motive and it's degree of the advertising involvement and to verify how the consumer's reaction have influenced on the effect of the advertising. In this study the questionaries used and objects were 236 working women form 20 to 39 years old. The dates were analyzed by reliability mean standard deviation percentage Duncan test t-test factor analysis correlation ANOVA and regression. The outcome of the analysis can be as follows : 1. Consumer's advertising involvement in the clothing goods was standing on 'Emotional' 'Expressional' or 'Economical' position. Among the factors affecting the consumer'sbehaviors. 'Usefulness' 'Like or Dislike' or 'Uniqueness' are the major 3 bases for perceptive evaluation 'Activity' 'Uncomfortableness' and 'Tranquility' are the 3 factors extracted from consumer's emotional reaction. 2 There was little difference in the size of advertising effect among the cluster types classified by each difference motive of the clothing advertising involvement. 3. Perceptive evaluation of the types of advertising appeal the non-sex-appeal advertising was inclined to "Usefulenss' or 'likes' while the sex-appeal advertising depending rather highy on 'Uniqueness' In respect of emotional reaction "Tranquility' was on non-sex-appeal advertising while more 'Activity' or 'Uncomfortable' feeling were on sex-appeal advertising. 4. In the light of 'advertising style' 'brand image' or 'purchase stimulation' the non-sex-appeal advertising was rather favorable received by the consumer's than the sex-appealing one. 5. All those surrounding factors excluding the 'uniqueness' are closely co-related to purchase stimulation.

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Expression Strategy of Internet Advertising -Focused on Product Types- (인터넷광고의 표현전략 -제품유형을 중심으로-)

  • Ryoo, Cheul-Ho;Park, Seung-Whan
    • The Journal of the Korea Contents Association
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    • v.7 no.9
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    • pp.44-53
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    • 2007
  • The purpose of this study is to identify the most efficient expression method by analyzing advertising expression method by 16 types of product in internet advertising. First of all, It made inquiries about expression method and attitude of internet advertising for this study and identified a conception, characteristics, and types of internet advertising through literature reviews about internet advertising. This study offered expression the korean alphabet, hangout about banners ads, sponsorship ads, interstitial ads and pop-up ads. This study analyzed advertising expression, advertising effectiveness and advertising attitude by 16 types of product in internet advertising. In conclusion, the marketers of internet advertising have to effort to make internet advertisements that suit their advertising purpose by using the right expression method of internet advertising because they know internet advertising are quite different the expression method, advertising effectiveness, and advertising attitude. And they have to convert negative attitude or medium size attitude of internet advertising into positive attitude in the future.

The Effect of the Types of Sex-appeal Fashion POP on Attitude toward Advertising: Focusing on the Moderating Role of Gender and Sensation Seeking

  • Park, Hyun Hee;Jeon, Jung Ok
    • International Journal of Human Ecology
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    • v.15 no.1
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    • pp.64-71
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    • 2014
  • This study empirically compares the influence of sex-appeal fashion Point-of-Purchase (POP) types on attitude towards advertising. It also highlights the moderating roles of gender and the level of sensation seeking. Three sex-appeal fashion POP types (nude/semi-nude/body conscious) were developed for this study and the interaction effect of the types of sex-appeal fashion POP advertising and gender was tested. In addition, interaction effect of the types of sex-appeal fashion POP advertising and the level of sensation seeking (high/low) was tested. The results found that gender influenced consumer attitudes toward sex-appeal fashion POP advertising type. Male consumers showed a more favorable attitude toward advertising for the nude type than others; however, female consumers showed a more favorable attitude toward advertising for semi-nude and body conscious type than the nude type. The results also found a significant two-way interaction effect of sexual POP advertising types and sensation seeking on attitude toward POP advertising. High sensation seekers preferred nude and semi-nude type POP advertising to body conscious POP advertising. It is useful to investigate how various marketing factors support attitude toward POP advertising in the context of sexual fashion POP advertising and which factors exert the strongest influence within different degrees of nudity.

A Study on Efficient Using of a Newspaper Fashion Advertising - Focused on Advertising for Women's Ready-to Wear- (의류상품의 신문광고 효용에 관한 연구 -여성 기성복 광고를 중심으로-)

  • 김가영;이선재
    • Journal of the Korean Society of Clothing and Textiles
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    • v.19 no.2
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    • pp.329-339
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    • 1995
  • This study intended to provide valuable basic data for an efficient using newspaper advertising to manufactures by investising and analyzing the character of newspaper as fashion advertising and media environment, consumer's attitude of advertising subscription, a degree of recognition and concern on a newspaper advertising and a degree of like on expressive form of a newspaper advertising. A question that is drawn up by researcher base on existing records and preceding study was used as major method for understanding consumer's consciousness. The sample group is composed of female students, working women, housewives who lives in Seoul. The results of this study were as follows. 1. Manufactures should be developing Headline in subject matter to get out of plain sale advertising and event advertising. 2. Manufactures should difference to understanding Illustration that consumer prefer. Also using of photography is efficient and it is importent to use of color advertising that appeal to consumer. 3. The informative advertising is a high degree of efficiency by reason that the newspaper offers great news source and information.

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A Typology of Mobile Advertising by Mobile Channel & Methods (모바일 경로와 기법으로 본 모바일 광고 유형에 관한 연구)

  • Lee, Hong-Il;Park, Cheol
    • Journal of Information Technology Applications and Management
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    • v.14 no.2
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    • pp.49-70
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    • 2007
  • There found limitations of mobile advertising researches in methodology, theory building, and research implication. Existing researches were basic and some exploratory studies on mobile advertising and its effects. Especially, there was not a systematic typology research on mobile advertising. This paper tried to develop a systematic and empirical typology of mobile advertising and show proper advertising cases. We classified mobile advertising using mobile channels and methods (Text, Icon, Media, and Contents), Also we used advertising effects like information offering, leading transaction and response, and channel connection in classification of mobile advertising. Finally we suggested mobile advertising cases based on this typology and analysed the performance of moile advertising.

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The Effect of Korean Celebrity Advertising Models on Advertising Effectiveness for Chinese Apparel and Electronic Products (한국 연예인 광고모델 속성이 중국 의류제품과 전자제품 광고효과에 미치는 영향)

  • Lei, Ke;Kim, Hanna
    • Journal of the Korean Society of Clothing and Textiles
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    • v.38 no.3
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    • pp.386-396
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    • 2014
  • This study examined the effects of Korean celebrity advertising models on the advertising effectiveness for Chinese brands by comparing apparel products with electronic products. In addition, this study explored the effects of gender and monthly expenses on the evaluation of Korean celebrity advertising models. This study targeted 388 Chinese university students in China. The results show that Korean advertising models consist of five attributes (familiarity, visibility, credibility, similarity, and attractiveness) and that advertising effectiveness consists of three factors (attitude toward the advertisement, attitude toward the brand, and purchase intention). The impact of these five advertising model attributes on advertising effectiveness differ for apparel and electronic products. The results also indicate gender and expense differences in the evaluation of Korean celebrity models. We discuss the theoretical and managerial implications of the results along with potential limitations and future research directions.

A Study on an Effective Process Strategy Model of Interactive Advertising in Smart Media

  • Ahn, Jong Bae
    • International Journal of Internet, Broadcasting and Communication
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    • v.12 no.1
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    • pp.45-54
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    • 2020
  • One of the typical characteristics of smart media is that it is interactive, which shows a different form and property from the existing mass media, and also changes the way users use it. This change requires a different system from the existing method in the advertising process strategic model for effective interactive advertising in smart media. We attempted to derive an effective smart media interactive advertising process strategic model by understanding the interactive advertising processin smart media that is expected to continue to grow asthe main market of the advertising market and identifying the constituent factors. To this end, We analyzed the preminiary research results of interactive advertising and organized expert panels for the Delphi method and reflected their opinions and evaluations. The components and factors of interactive advertising were found and the effective interactive advertising process strategy model in smart media was derived from this study.