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Abstract

Predictors Influencing Risk Taking Perception of Advertising Practitioners in Advertising Decision Making Process

Lee, Kyung-yul(Assistance Professor, Dept. of Advertising & Public Relations, Hanyang University)

 

The main purpose of this study is to examine predictors to influence risk taking perception of advertising practitioners in advertising decision making process including decision of advertising and brand concept, advertising goals, target audience, advertising endorser, campaign slogan, and advertising media.

A pilot study and factor analysis were conducted to identify factors influencing the risk taking perception of advertising practitioners. A hierarchical regression analysis was further conducted to find out predictors influencing the risk taking perception of advertising practitioners among 13 identified factors.

The findings showed that respondents perceived high risk in the decision of advertising concept while did they perceive low risk in the decision of advertising media. Specially, it turned out that advertising planners such as A. E. and marketer perceived more risk than creative personnel such as copywriter and designer.

The results of a hierarchical regression analysis indicated that five predictors such as factor 3, factor 4, billings, type of department, and type of job among 13 independent variables had statistically significant relationship with the risk taking perception of advertising practitioners. Among those, it was found that type of department and type of job, which had the bigger beta coefficients than the other independent variables, were the best predictors of the risk taking perception of advertising practitioners in advertising decision making process.

 

Key words : advertising risk, risk taking, risk taking perception, high risk advertising, low risk advertising, risk averse advertising