멀티광고의 메시지 유형이 광고효과에 미치는 영향: 제품관여도의 조절효과 및 광고태도의 매개효과를 중심으로

Abstract

Advertisers have been trying to attract consumers’ attention by using a variety of advertising approaches. Recently, many advertisers incorporate multi-advertisements in their communication strategy, exposing target consumers multiple advertisements during the specific time period to enhance consumers’ attention to their advertising and to sharpen its effectiveness. Despite its growing importance, however, the issues regarding multi-advertisement and its effectiveness have not been studied so much yet, thus requiring explorations of this special type of advertising strategy. This study aims at evaluating the persuasive effect of multiadvertisements by product involvement and ad message types, comparing single and identical message repetition and multiple messages repetition. After creating four groups of three multi-advertisements(a total of 12 ads) of imaginary brands as experimental stimuli on the 2x2 factorial design, an experiment was conducted with the consumer sample of 400 college students. The results supported all of our hypotheses. That is, as for a high involvement product, ad attitude and brand attitude on multiple messages were more favorable than those on single messages; on the other hand, as for a low involvement product, no statistically significant differences were revealed among ad attitude and brand attitude according to message types. Based on the findings, theoretical and practical implications were discussed, as were directions for future research on more issues of multiadvertisements.