e-엔터테인먼트 마케팅에서 크로스 미디어 광고 효과에 관한 연구

Abstract

TV was very attractive and effective advertisement media in the past and the fact holds good for the present but people who use the internet increase by 1,430,000 compare to December 2004. The rate of whom is 72.8% and the rate increase by 2.6% compare to last year so internet use increases more and more and it will last here after. The change of the program rate depends on internet use. Usually, internet users use 16.2hours ever week on the other hand non internet users watch TV for 23.5hours every week. Internet users will increase more and more and people are likely to use internet than watch TV in the future. And 57% of internet users look for the internet first if they have a question about something. 36% of them kept important internet site addresses. The importance of internet site and using rate will be emphasized. So we don`t need to stick to TV advertisement and we can`t assure internet using rate by just making the internet site. There aren`t a lot of accesses of internet even though the number of internet in use increases so much. So we have to try to connect TV commercial with internet site in order that people can access internet very often. The awareness and trust of brand will improve by providing much information and amusement. We should try to use TV which is one of the typical media to cause curiosity and interests which can incite the access to internet. We will maximize the advantages of TV commercial and internet advertisement site by letting people join the `story‘ positively. Now the internet is not simply searching for information or a means of young generation`s plays but a essential means of life to communicate very well for generation, class, and region. It is a culture to produce daily life and a means of strong marketing in the digital age. Now the internet is not limited to online any longer but will be the new power connected with offline. This study show the concept and special feature by focusing on advertisement site connected with TV commercial and advertisement site in the cross media. It presents how internet advertisement site be used by showing example and show the effectiveness of the connective advertisement and no-connective advertisement as making a comparative study for anycall and sky advertisement.