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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.26 no.5, 2018년, pp.714 - 726
김선아 (성균관대학교 의상학과) , 황선진 (성균관대학교 의상학과)
This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media)
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핵심어 | 질문 | 논문에서 추출한 답변 |
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크로스미디어 광고는 어떠한 미디어 전략인가? | 사전적으로 매체 간 교차광고를 말하는 크로스미디어 광고는 하나의 매체에서 다른 매체로 유도하는 광고 유형이다(Yi & Yoo, 2010). 이는 대중매체를 통해 소비자에게 일방적으로 정보를 전달하기보다 다양한 매체가 가진 강점을 보완적으로 활용하여, 다양한 커뮤니케이션 수단의 최적의 조합을 도출하여 시너지를 추구하는 미디어 전략이다(Lee, 2010). | |
매체 간 교차광고는 무엇을 말하는가? | 소비자가 속한 미디어 환경이 변하면서 기존매체의 한계를 극복하고, 소비자와 상호작용을 추구하기 위해 크로스미디어 전략은 새로운 형식으로 진화하고 있다(Yoo & Yi, 2013). 사전적으로 매체 간 교차광고를 말하는 크로스미디어 광고는 하나의 매체에서 다른 매체로 유도하는 광고 유형이다(Yi & Yoo, 2010). 이는 대중매체를 통해 소비자에게 일방적으로 정보를 전달하기보다 다양한 매체가 가진 강점을 보완적으로 활용하여, 다양한 커뮤니케이션 수단의 최적의 조합을 도출하여 시너지를 추구하는 미디어 전략이다(Lee, 2010). | |
실무에서는 각 매체의 특성을 고려해 크로스미디어 전략을 활용한 사례를 자주 접할 수 있는 이유는 무엇인가? | 크로스미디어 광고는 다양한 매체를 결합함으로써 소비자의 주의 환기 및 기억상기에 도움을 주기 때문에(Petersen, 2006), 실무에서는 각 매체의 특성을 고려해 크로스미디어 전략을 활용한 사례를 자주 접할 수 있다. 또한 크로스미디어 광고는 소비자와의 복수적인 접점을 효과적으로 결합해 매체 간 상호작용을 나타내고, 광고주에게는 저비용에 고효율을 얻을 수 있어 기존 매체와는 차이를 갖는다(Yoo & Yi, 2013). |
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