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Abstract

The effects of product familiarity and trailer type advertising on consumers' memory and attitude

Na, June-Hee, Doctoral Candidate
Lecturer of Marketing
Dept. of Business Administration
Korea University

Won, Sun Hee
Master of Arts
Dae Hong Communications, Account Director
Account Management Division #4

 

This study was aimed at reviewing the effects of the trailer type advertisements and product familiarity on consumers' memory and attitude.

The results of this study can be summarized as follows;

First, there was found no significant difference of consumers' memory of advertisement itself between product-relevant and story-relevant advertisements. However, it was found that consumers had a better memory of the advertisement contents in case of the product-relevant trailer type advertisements than the story-relevant trailer type advertisements.

Second, it was found that consumers' attitudes towards advertisement differed depending on product familiarity. Specifically, when consumers were familiar with the product, their attitude towards the advertisement was more positive in case of product-relevant trailer type advertisements than story-relevant trailer type advertisements. However, when consumers were not much familiar with the product, their attitude towards the advertisements were found no significant difference.

 

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* Key Word : product familiarity, product-relevant, story-relevant, trailer type advertisements