메뉴 건너뛰기
Library Notice
Institutional Access
If you certify, you can access the articles for free.
Check out your institutions.
ex)Hankuk University, Nuri Motors
Log in Register Help KOR
Subject

How have we been doing “Advertising Effect Studies” - Content Analysis of The Korean Journal of Advertising
Recommendations
Search
Questions

광고 효과 연구의 문헌 분석 : 『광고연구』를 중심으로

논문 기본 정보

Type
Academic journal
Author
Soh, Hyunjin (성신여자대학교)
Journal
Korean Association for Advertising and Public Relations Advertising Research No.109 KCI Accredited Journals
Published
2016.6
Pages
43 - 75 (33page)
DOI
10.16914/ar.2016.109.43

Usage

cover
📌
Topic
📖
Background
🔬
Method
🏆
Result
How have we been doing “Advertising Effect Studies” - Content Analysis of The Korean Journal of Advertising
Ask AI
Recommendations
Search
Questions

Abstract· Keywords

Report Errors
To analyze the trends of advertising effect research and to provide suggestions for the future research, the present study analyzed the 130 of advertising effect articles published in the Korean Journal of Advertising from 1988 to 2015. The results are as follows. Involvement theory, Hierarchy of Effects Model, and Elaboration Likelihood Models are the major theories on which advertising effect studies have been based. In terms of research variables, advertising creativity factors, message factors and audience factors are the most popular independent variables. Purchase intention, brand attitude and attitude toward the ad are the most frequently measured dependent variables. Sixty six percent of studies utilized print ad and television ad. Eighty nine percent of research used experiments as their research method and more than seventy two percent of studies used a conveniently collected student sample. One-time exposure and immediate measuring with self-reported measures is the most popular experiment procedure. It was also found that T-test and ANOVA were the most frequently used statistical methods. The implication of this study and the recommendation of future research was discussed.

Contents

1. 연구 목적 및 연구문제
2. 기존 문헌 검토
3. 연구 모형
4. 연구 결과
5. 결론 및 토의
참고문헌

References (24)

Add References

Recommendations

It is an article recommended by DBpia according to the article similarity. Check out the related articles!

Related Authors

Frequently Viewed Together

Recently viewed articles

Comments(0)

0

Write first comments.

UCI(KEPA) : I410-ECN-0101-2017-324-000787195