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
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