광고와 퍼블리시티의 효과 차이에 관한 연구: 소비자 인지욕구 수준과 측정시기를 중심으로 (A study on the effects of advertising versus publicity : Focused on the need for cognition and time interval for measurement)

서지정보

· 발행기관 : 한국광고학회
· 수록지 정보 : 광고학연구 / 20권 / 5호 / 213 ~ 236페이지
· 저자명 : 이현선

초록

본 연구는 광고와 퍼블리시티의 효과에 대한 실질적인 효과 논의를 위해 소비자들의 인지욕구 수준과 측정시기를 고려하여 실험을 실시했다. 분석결과, 측정시기에 따라 광고와 퍼블리시티 사이의 효과 차이가 다르게 나타났는데, 측정시기를 고려해야 하는 경우 소비자들의 인지욕구 수준도 동시에 고려해야 함을 발견했다. 즉각적인 측정이 이루어지는 경우 인지욕구 수준에 상관없이 광고보다는 퍼블리시티가 더욱 효과적인 것으로 나타났으나, 일정한 시간이 경과한 후에 측정이 이루어지는 경우 인지욕구 수준에 따라 광고와 퍼블리시티의 효과 차이가 다르게 나타났다. 즉, 지연 측정 조건에서 고인지욕구를 가지는 경우 광고보다는 퍼블리시티가 더욱 효과적이었지만, 저인지욕구를 가지는 경우 퍼블리시티보다는 광고가 더욱 효과적인 것으로 나타났다.

영어초록

In the increasingly competitive marketplace, effective marketing communications have become an essential part of a firm's success in introducing and promoting products. Many practitioners consider the effect between advertising and publicity.
This study investigates the effect of advertising versus publicity. Lots of previous studies concerning the effect of advertising versus publicity have shown that publicity is superior to advertising. In this study, need for cognition and time interval for measurement are examined as explanatory variables for understanding the effect of advertising and publicity.
Independent variables of this study are the message type(advertising/publicity), need for cognition, and time interval for measurement. Dependent variables of this study are recall of brand name, attitude toward brand, attitude toward corporate, and purchase intention. This study is run as 2×2×2 factorial design with 30 subjects per cell, resulting in a total sample size of 240.
The result of this study shows that need for cognition and time interval for measurement are important variables to mediate the effect between advertising and publicity. The effectiveness between advertising and publicity measured 1-week later differs from the effectiveness measured immediately. In condition measured 1-week later, low need for cognition individuals report that advertising is more effective than publicity, and high need for cognition individuals report that publicity is more effective than advertising. Therefore, the result shows that time interval for measurement and need for cognition are essential variables for explain the effectiveness between advertising and publicity.

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