강남역 미디어폴에 관한 연구: 소비자 태도와 이용행태

초록

This study aims to find the effectiveness of media pole in terms of media value. As media pole becomes a landmak of Kang-Nam station area, it is expected that media pole has a higher attention rate and advertising effectiveness. Therefore, what media is appropriate for media pole in cross- media strategy is examined. In addition, this study is to find the consumer's attitude and use toward media pole. Final results are as follows: First, media pole is matched with TV advertising and Internet advertising in terms of cross media strategy. Second, Telecom and electronic product have better be advertised with media pole in terms of the relationship between media pole and a product. Third, control and personification under interactivity have an impact on attitude toward media pole. Fourth, entertainment under advertising value have an impact on the attitude toward media pole. Media pole have a potential to be developed further in the future.

키워드