A study on the advertising effect depending upon the type of advertising model and the product involvement of purchased products of department stores

• 발행기관: 한국유통과학회
• 저자명: Yoon-Hwang Ju Myoung-Keun Lyu
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2013 International Conference on Business and Economics (ICBE 2013), 245~251쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.07.13

영문 초록

In this study, the purpose was to identify the Department store advertising model type and the level of product involvement affects advertising effectiveness. Review of existing literature and research, the domestic ‘A’ Department store advertising, separated by celebrities and the public model of a type of advertising model is to look at the impact on advertising effectiveness. As a result of the effectiveness of advertising, to appropriately utilize a type of advertising model for other purposes, such as on advertising attitude, brand attitude, and purchase intention for achieving the Department's advertising effectiveness means that strategic choice. Based on the results of these studies in the selected model, advertising companies in the future, depending on what the goal of the ad, you will be able to establish various types of models advertising strategy. In particular, the effect of advertising on advertising attitude, brand attitude, and distinctive advertising model types that can be selected, depending on whether you want to create or purchase a significant research results are presented. Also as The advertising model type according to the level of involvement of the advertising for the products you want to study about the difference between a meaningful impact to the future than companies in usability research.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical Study

Ⅲ. Study Design

Ⅳ. Empirical Testing

Ⅴ. Conclusion

Reference