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AbstrackThe audience research on the measurement of advertising effectiveness in women magazines
Yu SeungYeob, Ph.D. Lee Jong-Eun, Ph.D.
The purpose of this study was to examine the audience psychological effects on the advertising effectiveness in women magazines. For this study, two magazines were selected. One was high clutter magazine, the other was low clutter magazine. A research was made on women who live in seoul. The subjects who participated in this experiment were 180 women. Subjects received credits in return for their participation. The subjects were randomly assigned to treatment conditions associated with different age group. Data collection used face to face interview method and recognition method to measure the advertising attention rate by the amount of advertising. The statistical package for social science(SPSS/PC+) was used for data analysis. T-test and oneway anova were performed to evaluated the significances between the mean rating given to the magazine's advertising clutter by the subjects. The results show that audience psychological characteristics effects on the advertising recognition. This study can provide the data for efficient media planning to women magazines advertisers and help women magazines advertisers select advertising size or placement as well as media vehicles. |
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