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아일랜드형 버스쉘터광고의 효과에 관한 연구 -강남지역을 중심으로-
The Study on the Effectiveness of Island Bus Shelter Advertising : Kangnam Area
- 심성욱;
- 신일기
초록
There were few research about bus shelter advertising. It's time to do research about bus shelter advertising. Therefore, this study seek to find the relationship between advertising awareness and advertising attitude and brand awareness and brand attitude and purchase intention focusing on bus shelter advertising. In result, this study found the relationship between advertising awareness and advertising attitude and brand awareness and brand attitude and purchase intention by using AMOS. However, brand awareness did not influence brand attitude.
키워드
버스쉘터; 광고효과; 광고태도; Bus Shelter; Advertising Effect; Advertising Attitude; Bus Shelter; Advertising Effect; Advertising Attitude
- 제목
- 아일랜드형 버스쉘터광고의 효과에 관한 연구 -강남지역을 중심으로-
- 제목 (타언어)
- The Study on the Effectiveness of Island Bus Shelter Advertising : Kangnam Area
- 저자
- 심성욱; 신일기
- 발행일
- 2008-11
- 저널명
- OOH광고학연구
- 권
- 5
- 호
- 3
- 페이지
- 5 ~ 26
- 언어
- KOR
- 출판사
- 한국OOH광고학회
- 발행국가
- 대한민국
- 분량
- 22 페이지
- ISSN
- P 1975-9053