TV 광고와 인터넷 검색이 만났을 때 - 크로스미디어 광고의 효과 - (When TV Advertisements Meet Internet Search Boxes - The Effects of Cross-Media Advertisements -)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 25권 / 1호 / 1 ~ 24페이지
· 저자명 : 이유재, 유재미

초록

최근 들어 TV광고에 인터넷 포털의 검색창이 자막처럼 등장하면서 브랜드 키워드를 검색해보라는 광고를 종종 목격하게 된다. 이는 TV라는 기존 매체에 인터넷이라는 새로운 매체를 접목시킨 일종의 크로스미디어(cross-media) 광고로 볼 수 있다. 본 연구는 ‘TV + 인터넷(검색창)’ 결합의 크로스미디어 광고를 가지고 크로스미디어 광고의 효과가 있는지, 효과가 있다면 왜 그런지, 그리고 크로스미디어 광고 효과가 어떤 상황에서 다르게 나타나는 지를 두 개의 실험을 통해 살펴보았다.
첫 번째 실험에서는 일반 TV광고와 TV광고에 인터넷 검색창이 삽입된 크로스미디어 광고를 제작하여 광고태도와 브랜드태도를 비교했다. 일반 TV광고에 노출된 집단 대비 크로스미디어 광고에 노출된 집단이 광고 및 브랜드를 더 긍정적으로 평가한 것으로 나타났다. 이는 크로스미디어 광고가 일반 TV광고 대비 소비자의 ‘상호 작용 욕구’를 높여주고 이는 다시 광고태도, 브랜드태도에 긍정적 영향을 주기 때문인 것으로 확인되었다. 두 번째 실험에서는 소비자의 정보탐색활동을 고려한 제품유형을 두 개로 구분-목적지향/기능적 제품, 경험지향/감성적 제품-하고 제품 유형별로 크로스미디어 광고 효과가 어떻게 다른지? 그리고 크로스미디어 광고가 소비자 태도 형성 뿐 아니라 행동 측면에까지 영향을 줄 수 있는지를 검토했다. 경험지향/감성적 제품의 경우 일반 TV광고 대비 크로스미디어 광고 조건에서 광고태도와 브랜드태도가 향상됐고 인터넷 검색 횟수도 유의하게 증가했다. 그러나 목적지향/기능적 제품의 경우 크로스미디어 광고에 의한 효과는 크게 나타나지 않았다. 이로써 크로스미디어 광고에 의한 태도 그리고 행동 측면에서의 효과는 소비자 탐색유형을 고려한 제품유형에 따라 달라짐을 확인했다.

영어초록

We often encounter TV advertisements with internet search boxes these days. These advertisements can be regarded as a kind of cross-media advertisement, an advertising technique employing two or more types of media (especially a traditional medium and a new medium such as internet, mobile instruments, etc). A dictionary definition of cross-media advertisement is 'a media property, service, or experience distributed across media platforms using a variety of media forms.' Although the form of cross-media advertisement has been actively used in business, there has not been much empirical research on the effects of cross-media advertisements in the literature. This paper investigates the following questions about cross-media advertisements in two experiments. Is there any effect of cross-media advertisements on consumer evaluations compared to traditional media advertisements? Why do the effects of cross-media advertisements occur? When do the effects of cross-media advertisements occur?The present research has adopted a between-subject design in Experiment 1: TV advertisement vs. cross-media advertisement. A search box has been inserted in a ‘Mac Coffee’ TV advertisement to prepare a cross-media advertisement. Three hundred eighty four people who watch TV and access to web at a certain threshold level have been selected for a web-based survey. They are randomly assigned to one of the two conditions. Advertisement attitude and brand attitude for the Mac Coffee ‘TV advertisement’ are compared with those for the Mac Coffee ‘cross-media advertisement.’ Experiment 1 reveals that consumers evaluate an advertisement and a brand more positively in the cross-media advertisement ('TV + internet') than in the traditional TV ('TV only') advertisement: advertisement attitude in TV = 4.66 vs. advertisement attitude in cross-media= 4.95, F (1, 766)= 7.165; brand attitude in TV= 4.52 vs. brand attitude in cross-media= 4.74, F (1, 766)=4.738.
Furthermore, the need for interaction (interactivity) with the brand turns out to induce more positive responses to cross-media advertisements. Consumers are willing to have more knowledge about the brand when they are exposed to cross-media advertisements, compared with when they are not. The more consumers want to know about the brand, the more positive their attitudes become toward the brand and toward the advertisement.
In Experiment 2, the effects of cross-media advertisements are compared between two different types of products (goal-directed/functional products vs. experiential/expressive products). This product classification is based on previous research on consumer search behavior such as search motives, purposes, outputs, and benefits. Goal-directed search, which is usually motivated by extrinsic variables such as an actual purchase, leads consumers to a directed search and choice. Consumers in goal- directed search tend to pursue functional benefits from search behavior and products. Experiential search, which is motivated by intrinsic variables such as emotional fun, leads consumers to a non- directed search and navigational choice. Consumers in experiential search tend to pursue expressive benefits from search behavior and products. This paper has classified the products into either goal- directed/functional products or experiential/ expressive products.
A two (TV advertisement vs. cross-media advertisement) × two (goal-directed/functional products vs. experiential/ expressive products) factorial between-subjects design has been used to test the hypotheses. Books for essay writing are chosen as goal-directed/functional products, while movies are chosen as experiential/ expressive products. TV advertisements and cross-media advertisements are then constructed for each product category. Two hundred fifty six people who satisfy the criteria that are the same as in Experiment 1 have been selected for a web-based survey. The subjects are randomly assigned to one of the four conditions.
The results of Experiment 2 show that the effects of cross-media advertisements are greater for experiential/expressive products such as movies than for goal-directed/functional products such as books for essay writing (F (1, 1020)= 6. 423, p =0.11) For experiential/expressive products, consumers show more positive attitudes toward an advertisement in cross-media advertisements than in traditional TV advertisements (MTV = 4.50 vs. Mcross = 4.84, p=.006). For goal-directed/ functional products, however, consumers' evaluations show no significant difference between cross-media advertisements and traditional TV advertisements (MTV = 4.78 vs. Mcross = 4.71, p=.508). Attitude toward a brand is also found to be more positive in cross-media advertisements than in traditional TV advertisements for experiential/expressive products (experiential/expressive products: MTV = 4.53 vs. Mcross = 4.87, p=.008). However, there is no significant difference for goal-directed/functional products (MTV = 4.47 vs. Mcross = 4.48, p=.973).
Consumers tend to search the web for the advertised brand more actively in the experiential/ expressive product category than in the goal-directed/functional product category (F(1, 53)=4.87, p=.003). After viewing cross-media advertisements, consumers access more to the web for searching the brand in the experiential/expressive product category (MTV = 7.43 vs. Mcross = 7.95, p=.000). The number of web search has been transformed into natural log in analysis. Nevertheless, consumers' web search for the brand in the goal-directed/functional product category does not increase after being exposed to cross-media advertisements (MTV = 2.58 vs. Mcross = 2.68, p= .531). These results show that cross-media advertisements influence consumers' actual search behavior especially in the experiential/expressive product category.
This research has several important implications. First, after illustrating the positive effects of cross-media advertisements, this study delineates the mechanisms underlying these effects. Second, this study investigates the moderating role of product types based on consumers' search behavior in the effect of cross-media advertisements. Last, it examines the effect of cross-media advertisements on consumers' attitudes and behaviors. The findings seem to provide useful insights for the effective execution of cross-media advertisements.

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