[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 신문광고 회피에 영향을 미치는 요인

출처: 한국방송광고공사 - 광고연구

Abstract

The Predictors of Advertising Avoidance in Newspaper

 

Kim, Yo-han
(Lecturer, Dept. of Advertising & Public Relations, Chung-Ang University)

 

This study focused on the ad avoidance level by the type of avoidance(cognitive/physical avoidance) and the predictors of ad avoidance in newspaper. The predictor variables in this study were demographic characteristics(gender, age), media-related variables(media usage, breadth of media use, attitude toward the medium, motive of using media), and perceptions about advertising(ad values, perceived intrusiveness about ad). The results of this study were summarized as follows. First, the levels of physical avoidance were higher than cognitive avoidance. Second, ad values and escapist motive of using media were the strongest predictors of ad avoidance in newspaper. That is, people who view newspaper ads as interesting and informative were not likely to avoid them. And people who read newspaper for the purpose of escaping the reality were more avoid the ad.

Key words : newspaper ad, ad exposure, ad avoidance