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NTIS 바로가기감성과학 = Science of emotion & sensibility, v.19 no.2, 2016년, pp.43 - 54
손미영 (한국방송통신대학교 가정학과) , 윤남희 ((주)트렌드랩506)
The purpose of this research was to analyze the effect of consumer innovativeness on the evaluation of online fashion advertisement sustainability and on purchase intentions of advertising products. Online survey have been conducted of 573 people who had experience of online advertisements. The data...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
인터넷 광고의 유형에는 무엇이 있는가? | 인터넷 광고는 웹을 기술적 기반으로 하는 인터넷상에서 이루어지는 광고의 형태로 온라인에서 서비스되는 웹을 비롯한 여러 기능을 이용하여 소리, 화상, 문자 등의 수단을 통해 인터넷을 매체로 게재 방영된다. 인터넷 광고의 유형에는 가장 일반적으로 많이 사용되는 유형으로, 고정형 배너 광고, 리치미디어 광고(동영상형 광고), 플로팅 광고(팝업 광고), 쇼핑 광고(검색 광고), 타켓 광고(이메일 광고) 등이 있다(Mun & Kim, 2014). | |
온라인 광고에서 과도한 노출과 함께 개인화된 미디어를 통해 접근 가능해졌다는 점은 어떤 필요성을 제기하는가? | 온라인 광고는 과도한 광고 노출과 함께 기존의 매스미디어의 광고와는 달리 개인화된 미디어를 통한 접근이 가능해졌다는 점에서 그 순기능과는 달리 소비자의 온라인 사용을 방해하기도 한다(Ha, 1996). 특히 이 과정에서 음란․허위․과장 광고의 불법 전송 및 개인정보의 과도한 수집과 사용, 불공정 경쟁 등이 문제시 되면서 광고 산업에서 소비자의 보호와 광고 집행의 윤리성에 대한 필요성이 제기되고 있다. | |
온라인 광고의 장점은 무엇인가? | 온라인 광고는 소비자와의 접점이 자유롭고 다양한 컨텐츠를 제공해 주는데 있어 소비자의 맞춤화된 광고 접근이 가능하다는 점에서 장점을 갖고 있는 반면, 시장의 성장과 함께 다양한 문제점도 제기되고 있다. 온라인 광고는 과도한 광고 노출과 함께 기존의 매스미디어의 광고와는 달리 개인화된 미디어를 통한 접근이 가능해졌다는 점에서 그 순기능과는 달리 소비자의 온라인 사용을 방해하기도 한다(Ha, 1996). |
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