TV放送廣告가 消費者 行動에 미치는 影響에 關한 硏究 = (A) Study on TV Broadcasting Advertising Influencing Consumer Behavior
저자
발행사항
서울 : 명지대학교 대학원, 1985
학위논문사항
학위논문(박사)-- 명지대학교 대학원 : 경영학과 1985. 8
발행연도
1985
작성언어
한국어
주제어
KDC
326.146 판사항(4)
발행국(도시)
서울
형태사항
ix, 250 p. : 삽도 ; 26 cm.
일반주기명
참고문헌: p. 240-245
소장기관
Since Industrial Revolution in early 19th centry, the improvement of the continual innovation has accelerated the high development in industry as it is. As a result, the economic circumstances of mass production and mass consumption resulted in the separation between producers and consuming public. With this incident, most of the enterprisers came to know that a period of simple production turns into that of a modern marketing period, consumer orientation, which is mainly consisted of the consumers. The advertising as a part of marketing started to occupy its position in the limelight of the world as one of the important promotional activities so as to realize the object that they say an enterprise is honor and profit.
Since 'Se-Chang Yang-Hang' a German Trade Co., advertised its goods on 'Han-Sung Joo Bo', for the first time in Korea, Feb. 22, 1886, advertising in Korea today has been on the rapid development.
Finally in 1984, we came to spend 683, 400 million won, the total amount of expenses on adevertising, which amounts 1.05% in G.N.P. Moreover, we came to keep more than 8 million TV sets in 1984 since 1960 when we began to supply them, that is, we keep at least one TV ste at every home. Recently the number of TV ad. is increasing day by day. The total expenses on TV ad only in 1984 came to the amount of 253,600 million won, which is 37.1% in the total amount of including all sorts advertising expenses, in other words, 0.39% in G.N.P.
Nowdays, TV become as a strong tool of forming public opinion and an influencial weapon of spreading social strength. Therefore, we may expect that TV ad as a composition of sight, sound and motion together is superior to the rest of the ad media on the purpose of selling goods. In this respect, I practically examined and analized areas within the limit to Seoul City and an object regardless sex over 20 years of age, 1,800 questionnaires were distributed at the rate of the number of households in each district and at last 1,429 questionnaires including 34 variables on each questionnaires were handed in and were dealt with by computers by means of Statistical Package For The Social Science. Of course, a theoretical Study on ad was performed ahead of this.
This work is composed of 6 parts; the first is introduction, the second, a process of historical development on ad including present conditions and points at issue on ad business in Korea, and it, laid emphasis on theoretical study on ad, grasped the general idea and main point on ad according to the viewpoint of communication and drew up a tentative, the third, verified the real state of the present ad on TV in Korea through present Basic Law Of Speech And Writing, centralized all research and analysed work on advertising media including TV ad and KOBACO, a sort of advertising agency TV broadcasting in Korea, the fourth, looked for comsumers' behavior on ad, the style of consumers' behavior, the behavior of buying attitude and the decision-making process by means of the theory of P. Kotler. In consumers' advertising accepting process, I picked out a point of issue out of the decisive difficulties which came out on the process of the last buying behavior, the fifth, verified the aggregation of empirical research analysis, with the following five hypotheses.
Hypothesis 1. Ad on TV is supposed to be necessary in our daily lives.
Hypothesis 2. Information about newly produced goods is suppoed to be gained most through ads on TV out of all ad media.
Hypothesis 3. Ad on TV is supposed to stimulate buying desire enough, but not sufficient in inducing buying behavior.
Hypothesis 4. Among ads on TV, dramatized ad is supposed to be most impressive, therefore, remembered for a long time.
Hypothesis 5. Ad on TV is supposed to raise the price.
Among verifications of these hypotheses, Hypothesis 4 was not chosen, but demonstration ad, which shows real efficiency of goods, was chosen as a most impressive and remembered one, and next came in the order of testimonial ad, model ad, animation ad and the last one came dramatized ad and the other four Hypotheses were chosen.
Points of issue, how to overcome hypothesis 3 efficiently, set limits to ad on TV which is brought up theoretically in chapter 4 was offered to settle the point of issue by means of introducing Point-Of-Purchanse Advertising. In addition to hypothesis verification, the other consumers' behavior about ad on TV was examined and analysed, for reference, the sixth was made up of as a conclusion of this study.
Thus, the main point of this work is to grasp ad as a whole system, to examine and analyse consumers' behavior and attitude about ad on TV from marketing communication viewpoint.
First, let the outcome of the above main point show definite materials for an advertiser's strategy on TV media,
Second, show some pieces of helpful information for the consumers to have reasonable attitude for buying goods,
Third, offer political-decision makers the outcome of the study and examined matters so as to help them make decisions,
Fourth, help improve all our enterprises and ad business by putting the study outcome in the criteria of the authorities on ad policy and by showing useful information and enlightenment about TV ad when estabishing an administrative policy.
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