지하철 모니터 방송 광고 효과에 관한 연구

초록

This Study is to investigate the effectiveness of subway monitor television advertising. It found several significant relationships such as subway use time zone and advertising exposure zone. In addition, there were relationships between advertising watching and advertising interest. The more advertising watching time, the more advertising interest. Monitor broadcasting advertising time had an influence on attitude toward company which advertised a product. In this result, it is assumed that monitor broadcasting advertising can affect attitude change of audience. It means that outdoor advertising can be a main media, not a substitute media which support traditional media. Furthermore, subway monitor broadcasting seems to have same effects as TV in terms of attitude formation.

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