Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
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The Effect of Advertising Location in Printed Media Advertisement for Multiple Products

복수제품 인쇄광고물에서 광고위치 효과

  • Park, Sang-June (School of Business Administration, Chonbuk National University)
  • Received : 2015.06.03
  • Accepted : 2015.08.25
  • Published : 2015.09.30
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Abstract

This paper investigates effective locations for two products in printed media advertisement (in which one is the relatively higher price product and the other is the relatively lower price product), and provides some insights on the effective locations of multiple products in printed media advertisements. For the research purpose, this paper develops 4 different versions of printed media advertisement and conducts an experiment study to compare consumers' responses on the different versions: Type A(the higher price product is located at the left side of advertisement, and the lower price product is located at the right side of advertisement), Type B(the higher price product is located at the right side of advertisement, and the lower price product is located at the left side of advertisement), Type C(the higher price product is located at the top side of advertisement, and the lower price product is located at the bottom side of advertisement), Type D(the higher price product is located at the bottom side of advertisement, and the lower price product is located at the top side of advertisement). The results of the experiment show that marketers can increase consumers' choices on the both products when they locate the higher price product at the left side or the top of advertisement and do the lower price product at the right or the bottom of advertisement.

본 연구는 인쇄광고물에 있어서 복수의 제품(고가제품과 저가제품)을 대상으로 하는 인쇄광고물에서 효과적인 레이아웃을 도출하기 위한 연구를 시도하였다. 실증분석에서는 두 유형 제품에 대해 4종류의 인쇄광고물(좌/우 제시 2종류와 상/하 제시 2종류)을 디자인하여 고가제품과 저가제품의 배열에 대한 소비자 반응을 분석하였다: 디자인A(고가제품-좌측, 저가제품-우측), 디자인B(저가제품-좌측, 고가제품-우측), 디자인C(고가제품-상단, 저가제품-하단), 디자인D(저가제품-상단, 고가제품-하단). 분석결과에서는 고가제품의 경우는 대각선의 시작점에 제시되었을 때 소비자의 선택이 증가하고 저가제품의 경우에는 대각선의 끝점에 제시되었을 때 소비자의 선택이 증가하는 것으로 나타났다. 이는 고가제품과 저가제품을 동시에 광고하는 경우 고가제품의 광고물은 좌측 또는 상측에 배치하고 저가제품의 광고물은 우측 또는 하단에 배치함으로써 두 제품의 매출을 증가시킬 수 있음을 의미한다.

Keywords

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