DOI QR코드

DOI QR Code

온-오프라인 교차광고의 효과와 영향요인에 관한 연구

The Effect and Its Potential Determinants of Cross-Media Advertising between Online and Offline Media

  • 조시내 (숙명여자대학교 홍보광고학과 대학원) ;
  • 한규훈 (숙명여자대학교 홍보광고학과)
  • Jo, Si-Nae (Dept. of PR & Advertising, Sookmyung Women's University) ;
  • Han, Kyoo-Hoon (Dept. of PR & Advertising, Sookmyung Women's University)
  • 투고 : 2016.01.07
  • 심사 : 2016.03.20
  • 발행 : 2016.03.28

초록

미디어환경의 급변에 따라 최근 광고시장에서는 전통매체의 영향력이 점차 감소되고 PC 기반 인터넷, 모바일미디어, 소셜미디어 등의 뉴미디어를 활용한 프로모션의 성장이 두드러지고 있다. 특히 소비자가 상시적으로 접근할 수 있는 디지털미디어를 전통매체와 결합하여 활용하는 마케팅커뮤니케이션 활동이 가능해 짐으로써 교차광고(또는 크로스미디어광고) 전략이 새로운 마케팅환경에서의 효과적인 소구기법으로 크게 주목 받고 있다. 이에 본 연구는 온-오프라인 교차광고의 효과에 있어 제품관여도와 매체간 연계속성, 그리고 성별이 광고 노출 후의 브랜드태도와 행동적 의향에 어떤 영향을 미치는지 실증분석하고자 하였다. 실험설계상으로는 내적 타당성의 확보를 위해 가상의 제품을 정하고, 제품관여도와 매체간 연계속성이란 두 독립변인을 조작하여 실험광고물을 제작한 후 20~30대 성인 남녀를 대상으로 실험조사를 실시하였다. 분석 결과, 제품관여도와 매체간 연계속성의 상호작용이 성별의 조절효과에 따라 브랜드 태도와 행동적 의향에 유의미한 영향을 미치는 것으로 나타났다. 이 같은 연구결과를 토대로 이론적 실무적 시사점을 논의하고 후속연구의 방향성을 제안하였다.

As the media environment surrounding us has changed rapidly, the influences of traditional media decrease whereas promotions using new media have been developing remarkably, Under this circumstance, cross-media advertising, which strategically integrates advertisements on multiple media, is getting attention as an effective marketing communication approach. This study investigated consumer responses to cross-media advertising using both online and offline media, focusing on the effects of product involvement, attributes of media connection, and gender. The experiment was conducted towards adult consumers aged 20 to 39. Results confirmed that the interaction effect between product involvement and attributes of media connection on brand attitude and behavioral intention was significant by a moderating role of gender. Based on the results from this study, both theoretical and practical implications were discussed, as were directions for future research.

키워드

참고문헌

  1. P. McAllister & J. Turow, "New media and the commercial sphere: Two interesting trends, five categories of concerns", Journal of Broadcasting & Electronic Media, Vol. 46, No. 4, pp. 505-514, 2002. https://doi.org/10.1207/s15506878jobem4604_1
  2. C. W. Oh, S. S. Oh & N. S. Park, "Advertising agency employees' perception of the features, roles and effects of cross-media representative system", Korean Journal of Advertising, Vol. 18, No. 5, pp. 79-100, 2007.
  3. Dentsu Cross-media Project Team, "Cross Switch", Seoul: Nanam, 2009.
  4. I. K. Shin, "The beginning of IMC: Cross-media marketing communication strategies". Marketing, Vol. 45, No. 6, pp. 53-58, 2011.
  5. K. R. Lee, "Effects of cross-media advertising campaign on advertising and brand engagement and purchase intention between television and Internet banner ads", Korean Journal of Communication Studies, Vol. 20, No. 3, pp. 67-90, 2010.
  6. R. Briggs, "Advertising on the web: Is there response before click-through?", Journal of Advertising Research, Vol. 37, No. 2, pp. 33-45, 2002.
  7. H. Y. Ha, "Factors influencing consumer perceptions of brand trust online", Journal of Product & Brand Management, Vol. 13, No. 5, pp. 329-342, 2004. https://doi.org/10.1108/10610420410554412
  8. A. Wang, "Cross channel integration of advertising: Does personal involvement matter?", Management Research News, Vol. 32, No. 9, pp. 858-873, 2007. https://doi.org/10.1108/01409170910980362
  9. Y. J. Lee & J. M. You, "When TV advertisements meet Internet search boxes: The effects of cross-media advertisements", Korea Marketing Review, Vol. 25, No. 1, pp. 1-24, 2010.
  10. Korea Federation of Advertising Associations, "Media and Consumer Trends Report", 2012.
  11. J. H. Antil, "Conceptualization and operationalization of involvement", Advances in Consumer Research, Vol. 11, No. 9, pp. 203-209, 1984.
  12. J. L. Zaichkowsky, "Measuring of the Involvement Construct", Journal of Consumer Research. Vol. 36, No. 12, pp. 341-352, 1985.
  13. R. E. Petty, J. T. Cacioppo & D. P. Schumann, "Central and peripheral routes to advertising effectiveness: The moderating role of involvement", Journal of Consumer Research, Vol. 10, No. 2, pp. 40-65, 1983.
  14. R. E. Petty & J. T. Cacioppo, "Communication and persuasion: Central and peripheral routes to attitude change", Springer-Verlag, 1986.
  15. R. H. Ducoffe, "Advertising value and advertising on the web", Journal of Advertising Research, Vol. 36, No. 5, pp. 21-35, 1996.
  16. P. S. Chen & L. M. Hitt, "Measuring switching costs and the determinants of customer retention in Internet-enabled businesses: A study of the online brokerage industry", Information Systems Research, Vol. 13, No. 3, pp. 255-274, 2002. https://doi.org/10.1287/isre.13.3.255.78
  17. C. J. Jeong, "A study on the advertising creative based on the technology convergence", Journal of the Korea Convergence Society, Vol. 6, No. 4, pp. 235-241, 2015. https://doi.org/10.15207/JKCS.2015.6.4.235
  18. J. W. Lee & T. H. Oh, "A study on the impact of advertising attributions on attitude toward advertising, cognitive brand and attitude toward brand", Journal of Business Education, Vol. 23, No. 4, pp. 361-384, 2009.
  19. L. F. Alwitt & P. R. Prabhaker, "Functional and belief dimensions of attitude to television advertising: Implications for copytesting", Journal of Advertising Research, Vol. 32, No. 5, pp. 17-29, 1994.
  20. G. Bruner & A. Kumer, "Web commercials and advertising research", Advances in Consumer Research, Vol. 41, No. 5, pp. 23-32, 2000.
  21. I. Maignan & B. A. Lukas, "The nature and social uses of the internet: A qualitative investigation", Journal of Consumer Affairs, Vol. 3, No. 2, pp. 346-371, 1997.
  22. E. Y. Choi & S. J. Doh, "The roles of Internet use motivation and ability, advertising perception, and general attitude toward advertising in the Internet advertising avoidance", Korean Journal of Advertising & Public Relations, Vol. 13, No. 2, pp. 171-197, 2011.
  23. R. Batra & M. B. Holbrook, "Developing a typology of affective responses to advertising", Psychology & Marketing, Vol. 7, No. 1, pp. 11-25, 1990 https://doi.org/10.1002/mar.4220070103
  24. J. Meyers-Levy & B. Sternthal, "Gender differences in the use of message cues and judgment', Journal of Marketing Research, Vol. 35, No. 28, pp. 84-96, 1991.
  25. M. B. Holbrook, "Aims concepts, and methods for the representation of individual differences in esthetics responses to design features", Journal of Consumer Research, Vol. 25, No. 13, pp. 337-347, 1986.
  26. F. Sistrunk & J. W. McDavid, "Sex variable in conforming behavior", Journal of Personalty & Social Psychology, Vol. 20, No. 17, pp. 200-207, 1971. https://doi.org/10.1037/h0031698
  27. E. Garbarino & M. S. Johnson, "The different roles of satisfaction, trust, and commitment in customer relationships", Journal of Marketing, Vol. 63, No. 2, pp. 70-87, 1999. https://doi.org/10.2307/1251946