초록

용어보기논문에서 용어와 풀이말을 자동 추출한 결과로, 시범 서비스 중입니다. AI-Helper

Abstract ▼ AI-Helper

The objective of this study is to analyze substantially the effects of Screen Advertising which is a representative type of advertising at movie theater. The representative type of Screen Advertising in Korea is categorized into Screen Advertising in general(30 seconds) and Etiquette Advertising (30...

The objective of this study is to analyze substantially the effects of Screen Advertising which is a representative type of advertising at movie theater. The representative type of Screen Advertising in Korea is categorized into Screen Advertising in general(30 seconds) and Etiquette Advertising (30 seconds), This Screen Advertising is known to be relatively higher in memory effects and advertising effects as compared to other media, but causes discomforts from the audiences who pay considerable costs to visit the theater to enjoy a movie but feel the advertising exposure itself before playing a movie to be intrusive. Thus this study has verified through experiments what differences are produced in Advertising Memory, Attitude toward advertising, Attitude toward brand, and Purchase Intention according to the level of intrusiveness of Screen Advertising (high intrusiveness / low intrusiveness) and the types of advertising(Screen Advertising in general/Etiquette Advertising). The study has resultantly shown higher effects of memory on Screen Advertising under the conditions of high intrusiveness than the conditions of low intrusiveness in case of Memory Effects, but no difference between Screen Advertising in general and Etiquette Advertising under the conditions of high intrusiveness. However, it has shown positive attitude and purchase intention under the conditions of low intrusiveness than the conditions of high intrusiveness over Attitude toward advertising, Attitude toward brand, and Purchase Intention; and consistently positive effects in Etiquette Advertising than Screen Advertising in general over the whole.

주제어