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스키장 전광판광고효과에 관한 연구 : 노출(DEC), 태도, CPM
An Outdoor Advertising Effect in Ski Resort: DEC, Attitude, CPM
- 심성욱;
- 신일기;
- 전민진;
- 최인규
초록
The purpose of this study is to examine the number of people exposed to outdoor advertising, the attitude toward advertising and brand and CPM of advertising. First, the number of people exposed to advertising through DEC(Daily Effective Circulation) is 12,532 in Yongpyeong Ski resort and 22,457 in Daemyung Ski resort. Second, there were positive relationship between frequency of outdoor advertising exposure and the attitude toward advertising and brand. Finally, CPM(Cost per thousand) is 96,430 won in Youngpyeong Ski resort and 50,678 won in Daemyung Ski resort. Much research related to the effectiveness of outdoor advertising is needed to implement outdoor advertising efficiently.
키워드
Ski Resort Outdoor Advertising; Outdoor Advertising Effect; Exposure Effect; 스키장전광판광고; 옥외광고효과; 노출인구
- 제목
- 스키장 전광판광고효과에 관한 연구 : 노출(DEC), 태도, CPM
- 제목 (타언어)
- An Outdoor Advertising Effect in Ski Resort: DEC, Attitude, CPM
- 저자
- 심성욱; 신일기; 전민진; 최인규
- 발행일
- 2008-02
- 저널명
- OOH광고학연구
- 권
- 5
- 호
- 1
- 페이지
- 85 ~ 109
- 언어
- KOR
- 출판사
- 한국OOH광고학회
- 발행국가
- 대한민국
- 분량
- 25 페이지
- ISSN
- P 1975-9053