미디어파사드의 특성과 시각적 요소 및 관여도가 광고태도, 브랜드태도, 구전의도에 미치는 반응연구

초록

In these days, drone advertising, projector beam advertising and hologram advertising are popular more than we imagine and digital OOH advertising has become an important media. Advertising stimuli were made in terms of advertising/contents, high/low involvement, and visual element (text, symbol, video). To know difference among independent variables, three-way multivariate analysis and univariate analysis were executed. First, there is a significant difference between advertising and contents from multivariate analysis and symbol among visual elements had more impact on attitude toward advertising than text and video. Secondly, there is a significant difference between advertising and contents in terms of viral intention. Thirdly, there is a significant difference of brand attitude between low involvement and high involvement. From these results, It is confirmed that low involvement with symbol can be more effective than any visual element. From these results, it is confirmed that media facade can be used advertising media. More suggestions were made from these results. For example, it is better that field survey can be done rather than experiment which were made with experimental materials.

키워드