• Proceedings of the Korean Operations and Management Science Society Conference
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• 2000.04a
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• pp.413-416
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• 2000

현재 소비자의 광고 효과 측정에 대한 연구는 정보 처리 모형에 근거한 인지 반응 연구와 주관적인 감성 반응 연구가 주를 이루고 있다. 이에 본 연구에서는 TV 광고에 대한 광고 효과를 인지와 감성적 부분으로 분류하여 해석한 Shimp(1981)의 모델을 기초로하여 각각의 뇌파의 반응을 측정하였고, 동시에 광고에 대한 감성형용사, 선호도, 구매 욕구를 통한 주관적 평가를 실시하였다. 그 결과 정보전달형 광고와 감성자극형 광고에 있어 뇌파 활성도, 감성형용사, 선호도의 차이를 나타냈다. 본 결과는 광고에 대한 소비자의 반응을 정량적인 방법으로 측정하여, 광고 효과 파악을 위한 새로운 모델의 가능성을 제시하였다는데 의의가 있다.

• Journal of Digital Contents Society
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• v.19 no.7
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• pp.1303-1312
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• 2018

The study analyzed the evaluation of the advertisement effect by the score and the method of the advertisement comments in ad evaluation in online site, 'TVCF'. The results are as follows. First, Internet viral advertisement showed higher number of ad comments and higher evaluation of advertisement effect than cable broadcasting advertisement. Second, the results of analysis of the difference of advertisement evaluation according to ad types and digital user characteristics showed that women are more positive than men toward both cable broadcasting and internet viral advertisement.

• Korean journal of communication and information
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• v.43
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• pp.282-313
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• 2008

Advertising is both applauded and criticized for its characteristics and roles on society. Advertising environment is changing and developing. The important changes in advertising are fragmentation of traditional media, growth of new media, and increasing clutter. The major issue in advertising and broadcasting system in Korea is reintroduction of in-program advertising on terrestrial television stations. The purpose of this study is investigate the responses of viewers to in-program advertising. This study considers program genre as mediating variable which may affect the viewers' responses to in-program advertising. Independent variables of this study are the insertion of in-program advertising (insertion/non-insertion) and program genres(news/educational/drama/entertainment program). Dependent variables of this study are viewers' responses, attitude towards broadcasting station and attitude towards advertiser. This study was run as a $2{\times}4$ factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly assigned each subject to 1 of the 8 treatment groups. The result of this study shows that in-program advertising induces negative responses of viewers, attitude towards broadcasting station and advertiser. And this study found that viewers showed the negative responses to in-program advertising regardless of program genre. The findings of this study illustrate the need of consideration and planning of in-program advertising to protect viewers' right.

• Proceedings of the Korean Institute of Intelligent Systems Conference
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• 2007.11a
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• pp.231-234
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• 2007

광고는 우리 생활 속에 많은 영향을 끼친다. 광고는 다양한 분야에서 활용되고 있으며, 새로운 기술과 사회문화 전반을 반영하기 때문에 다양한 정보와 지식을 필요로 한다. 광고 제작자는 다양한 광고 수용자 층을 포괄하기 위해 다채로운 전달 매체와 기법 등을 이용하여 광고 크리에이티브(광고 제작을 위한 아이디어) 전략을 수립하게 된다. 이를 바탕으로 광고 메시지의 효과적인 전달을 위하여 크리에이티브 컨셉(광고의 주요 소재, 테마)을 세우게 되는데, 이 때 주목하는 점은 독창적이고 영향력이 있는 아이디어야 한다는 것이다. 광고는 대중매체를 통해 전달되므로 목표 수용자의 크기는 쉽게 예상할 수는 있다. 하지만 제작의 과정은 복잡하고 창의적인 방향을 지향하므로 수용자를 고려하였다고 하더라도 어떤 반응을 일으키는지 예측하는 것은 어렵다. 본 논문에서는 이미 매체를 통해 전달된 광고들을 광고의 제작과정에서 사용되는 요소 중에서 수용자들이 평가 가능한 기준을 설정해 수용자들의 반응을 수집, 수치화하여 결정트리에 적용하였다. 이률 이용하여 새로이 제작되는 광고가 수용자에게 어떤 반응을 불러일으킬지 판단하는 시스템을 설계하였다.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.9 no.9
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• pp.797-808
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• 2019

The purpose of this study is to collect the psychological responses that occur while watching TV home shopping ads in verbal form, and explore the possibility of measuring the effectiveness of TV home shopping ads using linguistic analysis. The psychological responses during watching positive and negative ads of participants(40 housewives and female college students) were collected in a linguistic form using a think aloud and self-report measurement. It was analyzed by KLIWC, a Korean language analysis program. As a result of the analysis, there was a difference in psychosocial variables as well as linguistic variables between positive and negative evaluation ads. Also, various variables of KLIWC were correlated with the variables of advertising effectiveness (purchase stimulus, ad attitude, product attitude, purchase intention) and advertising response variables. This suggests the possibility of constructing a psychological response profile and measurement of advertising effectiveness using language analysis.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2000.11a
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• pp.52-61
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• 2000

본 연구의 궁극적인 목표는 효과적인 감성광고의 제작을 위하여 소비자의 감정에 관한 생리적 반응분석 결과를 광고제작자에게 제시할 수 있는 소비자 위주의 감성적 광고를 개발하는 것이다. 이번 연구는 기초 단계로서 감성과 관련한 소비자의 태도와 반응을 인지학적 접근을 통해 분석하고 이 모형을 개발하기 위한 연구이다.

• Journal of Communication Design
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• v.57
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• pp.44-53
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• 2016

Expected consumer's consumption propensity affected by advertisement using media facade and how this advertisement can affect consumer response and advertising effectiveness will be examined practically. This research showed TV advertisement and media facade advertisement to each participants of research in order to evaluate consumer response and effectiveness of media facade advertisement and took a survey. Research result, positive response was observed that consumer who were exposed of media facade advertisement showed more positive cognition/emotional response than TV advertisement. And effectiveness of media facade is more than standard. However, product attitude was not statistically positive. Therefore, it can be said that media facade advertisement does not affect positively on product attitude, but it is effective on purchase intention. Next, consumer who is exposed of media facade advertisement showed little low correlation on cognition response and product attitude, but showed positive correlation on cognition response, purchase intention, emotional response and product attitude. Accordingly, more positive consumer's cognition and emotional response is, the higher advertisement effect can be observed. Last, positive result were not presented in consumer's consumption propensity in regards to rational/emotional response. This means that it is invalid to state that consumer response differs for consumer propensity. Through result of experiment, a statement that media facade is a new media that has various possibility as advertisement mediator had been proved. Especially, as it shows that positive effect exists regardless of consumer's consumption propensity, use of media facade as marketing means is reasonable for firm in order to increase satisfaction of consumer and brand value.

• The Journal of the Korea Contents Association
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• v.14 no.11
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• pp.133-142
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• 2014

The purpose of the present study is to develop and validate the scale measuring consumer empathic response to advertising drama. Through a series of consumer surveys and factor analyses, the Consumer Empathic Response to Advertising Scale (the CERA scale) containing 11-Likert format items was developed. The CERA scale consists of three factors which are empathic understanding, identification, and vicarious emotional response. The CERA scale improves the content validity of the existing consumer empathy scales by including identification factor which has been ignored.

• Science of Emotion and Sensibility
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• v.19 no.1
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• pp.111-126
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• 2016

As the marketing value of Facebook advertisements increases, companies seek to create successful Facebook advertisements in order to promote their brands or products. This research aims to identify Facebook advertising factors that influence users' eye movements and attention, and thereby to investigate effective visual elements of Facebook advertising contents. Firstly, we identified two contributing factors influencing users' responses to Facebook advertisements: the formats of advertising contents(Text, Text in Image, and Movie) and the product properties(Involvement, Think/Feel). Based on theoretical reviews, eye tracking tests and surveys were conducted in order to examine how these two factors affect users' responses on Facebook, i.e. visual perception and users' purchasing responses. It was found that there were distinctive patterns of users' visual perceptions and purchasing behavioral responses according to the formats of the advertised contents. Meanwhile, the advertised products' properties influenced only the users' purchasing responses. Finally, the key findings of this research offer helpful guidelines for providers and developers to create effective SNS advertisements.

• Journal of Global Scholars of Marketing Science
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• v.1
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• pp.43-60
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• 1998