목차
I. 서론
II. 기존연구의 검토
1. 광고 크기와 광고효과에 관한 연구
2. 광고 반복과 광고효과에 관한 연구
III. 기존연구의 제한점과 앞으로의 연구방향
IV. 결론
II. 기존연구의 검토
1. 광고 크기와 광고효과에 관한 연구
2. 광고 반복과 광고효과에 관한 연구
III. 기존연구의 제한점과 앞으로의 연구방향
IV. 결론
본문내용
ompany.
Homer, Pamela M.(1995), "Ad size as an indicator of perceived advertising costs
and effort: The effects on memory and perceptions," Journal of
Advertising, 24(4), pp.1-12.
Kirmani, Amna(1990), "The effect of perceived advertising costs on brand
perceptions," Journal of Consumer Research, 17(September), pp.160-171.
Kirmani, Amna and Peter Wright(1989), "Money talks: Perceived advertising
expense and expected product quality," Journal of Consumer Research,
16(December), pp.344-353.
Kirmani, Amna(1997), "Advertising repetition as a signal of quality: If it's
advertised so much, something must be wrong," Journal of Advertising,
26(3), pp.77-86.
Krugman, Harold E.(1972), "Why three exposures may be enough," Journal of
Advertising Research, 12, pp.3-9.
Marquardt, Raymond A. and Anthony F. McGann(1975), "Does advertising
communicate product quality to consumers?: Some evidence from
consumer reports, " Journal of Advertising, 4, pp.27-31.
McCullough, J. L. and T. M. Ostrom(1974), "Repetition of highly similar messages and attitude change," Journal of Applied Psychology, 59,
pp.395-397.
Meyers-Levy, Joan and Laura A. Peracchio(1995), "Understanding the effects of
color: How the correspondence between available and required resources
affects attitudes," Journal of Consumer Research, 22(sep), pp.121-138.
Nelson, Phillip(1974), "Advertising as information," Journal of Political Economy,
82(4), pp.729-754.
Rethans, Arno J., John L. Swasy, and Lawrence J. Marks(1986), "Effects of
television commercial repetition, receive knowledge, and commercial
length: A test of the two-factor model", Journal of Marketing
Research, 23(February), pp.50-61.
Schumann, David W. Richard E. Petty, and D Scott Clemons(1990), "Predicting
the effectiveness of different strategies of advertising variation: A test
of repetition-variation hypothesis, " Journal of Consumer Research,
17(Sep), pp.192-202.
Singh, Surendra N. and M. L. Rothschild(1983), "Recognition as a measure of
learning from television commercials," Journal of Marketing Research,
20(Aug), pp.235-248.
Troldahl, Verling C. and Robert L. Jones(1965), "Predictors of newspaper
advertisement readership," Journal of Advertising Research, 5(March),
pp.23-27.
Zajonc, R. B.(1980), "Feeling and thinking:Preferences need no inferences,"
American Psychologist, 35(Feb), pp.151-175.
[Abstract]
An Analytical Review of the Impact of Ad Size and Ad Repetition on
Advertising Effectiveness
Nam, In-Yong
Many studies about the impact of ad size and ad repetition on
advertising effectiveness have been carried out respectively. But there was no
study dealing with the interaction effect of ad size and ad repetition on
advertising effectiveness. And there was no study on this issue using minor
advertising media, for example, yellow pages or preprints. So, the study on the
interaction effect of ad size and ad repetition on advertising effectiveness
through yellow pages or preprints is needed.
위로
back
Homer, Pamela M.(1995), "Ad size as an indicator of perceived advertising costs
and effort: The effects on memory and perceptions," Journal of
Advertising, 24(4), pp.1-12.
Kirmani, Amna(1990), "The effect of perceived advertising costs on brand
perceptions," Journal of Consumer Research, 17(September), pp.160-171.
Kirmani, Amna and Peter Wright(1989), "Money talks: Perceived advertising
expense and expected product quality," Journal of Consumer Research,
16(December), pp.344-353.
Kirmani, Amna(1997), "Advertising repetition as a signal of quality: If it's
advertised so much, something must be wrong," Journal of Advertising,
26(3), pp.77-86.
Krugman, Harold E.(1972), "Why three exposures may be enough," Journal of
Advertising Research, 12, pp.3-9.
Marquardt, Raymond A. and Anthony F. McGann(1975), "Does advertising
communicate product quality to consumers?: Some evidence from
consumer reports, " Journal of Advertising, 4, pp.27-31.
McCullough, J. L. and T. M. Ostrom(1974), "Repetition of highly similar messages and attitude change," Journal of Applied Psychology, 59,
pp.395-397.
Meyers-Levy, Joan and Laura A. Peracchio(1995), "Understanding the effects of
color: How the correspondence between available and required resources
affects attitudes," Journal of Consumer Research, 22(sep), pp.121-138.
Nelson, Phillip(1974), "Advertising as information," Journal of Political Economy,
82(4), pp.729-754.
Rethans, Arno J., John L. Swasy, and Lawrence J. Marks(1986), "Effects of
television commercial repetition, receive knowledge, and commercial
length: A test of the two-factor model", Journal of Marketing
Research, 23(February), pp.50-61.
Schumann, David W. Richard E. Petty, and D Scott Clemons(1990), "Predicting
the effectiveness of different strategies of advertising variation: A test
of repetition-variation hypothesis, " Journal of Consumer Research,
17(Sep), pp.192-202.
Singh, Surendra N. and M. L. Rothschild(1983), "Recognition as a measure of
learning from television commercials," Journal of Marketing Research,
20(Aug), pp.235-248.
Troldahl, Verling C. and Robert L. Jones(1965), "Predictors of newspaper
advertisement readership," Journal of Advertising Research, 5(March),
pp.23-27.
Zajonc, R. B.(1980), "Feeling and thinking:Preferences need no inferences,"
American Psychologist, 35(Feb), pp.151-175.
[Abstract]
An Analytical Review of the Impact of Ad Size and Ad Repetition on
Advertising Effectiveness
Nam, In-Yong
Many studies about the impact of ad size and ad repetition on
advertising effectiveness have been carried out respectively. But there was no
study dealing with the interaction effect of ad size and ad repetition on
advertising effectiveness. And there was no study on this issue using minor
advertising media, for example, yellow pages or preprints. So, the study on the
interaction effect of ad size and ad repetition on advertising effectiveness
through yellow pages or preprints is needed.
위로
back
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