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인터넷에서의 광고 효율성에 대한 연구: 미국 대학생의 인식, 태도, 광고회피를 중심으로

Authors
김지현박창희유승관
Issue Date
2010
Publisher
한국광고학회
Keywords
웹광고포맷; 광고효율성; 인식; 태도; 광고회피; web advertising format; advertising effectiveness; avoidance; perception; attitude; web advertising format; advertising effectiveness; avoidance; perception; attitude
Citation
광고학연구, v.21, no.3, pp.55 - 72
Journal Title
광고학연구
Volume
21
Number
3
Start Page
55
End Page
72
URI
http://scholarworks.bwise.kr/ssu/handle/2018.sw.ssu/15066
ISSN
1225-0554
Abstract
The aim of this research is to find effective web advertising formats to overcome the trend associated with avoidance. Three web ad formats used in this study are banner, pop-up, and rich media advertising. Overall research questions to be addressed include students' perception, attitude, and their level of avoidance toward web advertising. The correlations among perceptions, attitude, and avoidance also are examined. The survey result reveals that students perceive web advertising as more irritating than informative and entertaining. Students show a negative attitude toward pop-up and want to avoid pop-up than other web advertising formats. There is a positive correlation among entertainment, informativeness, and attitude, but a negative correlation between irritation and attitude. Avoidance shows a negative correlation with entertainment, informativeness, and attitude toward web ads, but is positively correlated with irritation.
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College of Social Sciences > Department of Journalism, Public Relations & Advertising > 1. Journal Articles

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