서지주요정보
광고 경쟁하에서의 간섭효과 : 광고의 반복, 변화, 스케줄의 영향을 중심으로 = Interference effects in the contexts of advertising competition : the roles of repetition, variation, and schedule of advertising
서명 / 저자 광고 경쟁하에서의 간섭효과 : 광고의 반복, 변화, 스케줄의 영향을 중심으로 = Interference effects in the contexts of advertising competition : the roles of repetition, variation, and schedule of advertising / 손민희.
발행사항 [대전 : 한국과학기술원, 1992].
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8002705

소장위치/청구기호

학술문화관(문화관) 보존서고

MMGS 92029

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Consumer memory of advertising plays an important role in consumer's brand choice decisions. However, the presence of advertising for competing brands limits a consumer's ability to recall distinctive brand information. That is called competitive interference. The purposes of this study is to investigate the effect of repetition, variation, and pulsing schedules of advertising, as ways of reducing forgetting brand information in the context of advertising competition. The results generally support our hypotheses that: 1) Consumer recall of brand information is inhibited as a result of exposures to ads of competing brands in the same product class. 2) The presence of advertising for competing brands influences the effect of ad repetition on consumer memory. Repetition had a positive effect on recall only when there is little or no ad for competing brands 3) Varied ads are more effective on recall of brand information under the pulsing policy. It is not supported in the hypothesis that the timing patterns have different effects on recall of brand information depending on the levels of competitive interference. But it is found that varied ads are effective on recall of brand information in the context of advertising competition. It is suggested that varying ad execution is a way to overcome the competitive interference.

서지기타정보

서지기타정보
청구기호 {MMGS 92029
형태사항 v, 77 p. : 삽도 ; 26 cm
언어 한국어
일반주기 부록 수록
저자명의 영문표기 : Min-Hee Son
지도교수의 한글표기 : 한민희
지도교수의 영문표기 : Min-Hi Hahn
학위논문 학위논문(석사) - 한국과학기술원 : 경영과학과,
서지주기 참고문헌 : p. 50-53
주제 Advertising.
Interference (Perception)
마케팅. --과학기술용어시소러스
광고. --과학기술용어시소러스
간섭. --과학기술용어시소러스
Marketing.
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