A study on the effects of advertising placement format and TV program involvement on consumers' memory and attitude toward advertising

Hong Jongpil; 홍종필; Lee Young-Ah; 이영아

doi:10.21074/kjlcap.2010.11.3.553

ISSN : 1229-8778

Article Contents

Prev Next

e-Submission

Vol.11 No.3

Citation
Share

A study on the effects of advertising placement format and TV program involvement on consumers' memory and attitude toward advertising

Jongpil Hong
Young-Ah Lee

The Korean Journal of Consumer and Advertising Psychology / The Korean Journal of Consumer and Advertising Psychology, (P)1229-8778;

2010, v.11 no.3, pp.553-577

https://doi.org/10.21074/kjlcap.2010.11.3.553

Hong, J., & Lee, Y. (2010). A study on the effects of advertising placement format and TV program involvement on consumers' memory and attitude toward advertising. The Korean Journal of Consumer and Advertising Psychology, 11(3), 553-577, https://doi.org/10.21074/kjlcap.2010.11.3.553

copy

Abstract

This study is conducted to investigate any differential effects of in-program advertising format and before/after-program advertising format in terms of consumer's ad memory and attitude toward advertising. Also, it attempted to find out how advertising memory and attitude toward ad are affected by the level of involvement with TV programs. The results showed that in-program advertising format demonstrated higher recall and recognition of brand name and ad message than before/after-program advertising format. The overall difference in attitude toward ad between in-program and before/after-program ad formats was not noticeable. The in-program ad format was perceived to be more “disrupting TV program watching” than before/after-program ad format. In general, however, both ad formats were linked to consumers' negative attitude toward advertising. Recall and recognition of brand name and ad message were much higher for TV programs with low involvement level. And consumers perceived advertisements in highly involvement TV program to be more bothering and useless. From the findings of the study, it can be suggested that the introduction of in-program advertising practice for network television should provide opportunity to overcome ad clutter and eventually improve consumers' memory of ads.

keywords: television advertising format, advertising clutter, order effect, recall, recognition, attitude toward advertising

Reference

김상훈 (2007). 광고제도의 글로벌 스탠다드와 중간광고 도입방안에 관한 연구. 광고학연구, 18(5), 351-364.

김재휘 (1999). 광고기억 및 광고태도와 관련된 중간광고의 효과, 광고학연구, 10(4), 59-84.

문철수 (2007). 지상파 방송의 재원구조 개선 방안 연구: 방송광고총량제와 중간광고 도입 논의를 중심으로. 언론과학연구, 7(4), 46-78.

박충환, 오세조, 김동훈 (2006). 마케팅관리: 시장지향적 접근. 박영사, 292-335.

박선영 (1999). 프로그램 관여도에 따른 프로그램 시청률과 광고 시청률 차이 분석. 석사학위논문, 중앙대학교 대학원.

소현진, 박범순 (2008). 수용자의 광고태도가 광고회피에 미치는 영향. 광고연구, 78(봄호), 115-142.

안광호, 이유재, 유창조 (2005). 광고관리: 이론과 실제가 만나다. 법문사, 594-629.

이규완, 박원기 (2004). 지상파TV의 중간광고 재도입시 광고시청량 변화에 관한 예측. 광고학연구, 15(3), 113-133.

이상민, 유승엽 (2004). 호스트셀링 광고효과에 관한 연구: 맥락효과와 프로그램 전후 및 중간광고 비교. 광고학연구, 15(5), 29-55.

10.

이재록 (2005). 텔레비전 프로그램 중간광고효과에 관한 탐색적 연구. 광고학연구, 16(5), 265-277.

11.

이종선 (2004). TV광고의 블록위치와 방송순서에 따른 시청률 차이 연구. 박사학위논문, 경희대학교 대학원.

12.

이희욱, 백병호 (1998). 중간광고의 효과에 관한 연구. Marketing Communication Review, 4(2), 69-80.

13.

정걸진. 김상훈 (2001), 방송광고 환경변화에 따른 TV중간광고에 관한 탐색 연구: 광고관련 전문가 의견을 중심으로. 한국광고학보 3(1), 137-165.

14.

최인규, 한상필 (2008). 모바일 광고 회피 행동에 영향을 미치는 요인에 관한 연구. 한국심리학회지: 소비자 광고, 9(3), 523-547.

15.

한국방송협회 (2007). 방송법 개정방향에 관한 연구. 한국방송협회.

16.

Abernethy, A. M. (1991). Television exposure: program vs. advertising. Current Issues and Research in Advertising, 13(Spring), 61-78.

17.

Barclay, W. D., Doub, R. M., & McMurtrey, L. T. (1965). Recall of TV commercials by time and program slot. Journal of Advertising Research, 5(2), 41-47.

18.

Bryant, J., & Comisky, P. W. (1978). The effect of positioning a message within differentially cognitively involving portions of a television segment on recall of the message. Human Communication Research, 5(1), 63-75.

19.

Danaher, P. J. (1995). What happens to television ratings during commercial break? Journal of advertising Research, 35(1), 37-47.

20.

Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1), 1-18.

21.

Finn, A. (1988). Print ad recognition readership scores: An information processing perspective. Journal of Marketing Research, 25(May), 168-177.

22.

France, K. R., Shah, R. H. & Park, C. W. (1994). The impact of emotional valence and intensity on ad evaluation and memory. In C. Allen & D. R. John (Eds.). Advance in Consumer Research, 21, (pp.583-588), Provo, UT: Association for Consumer Research.

23.

Glanzer, M. & Cunitz, A. (1966). Two storage mechanisms in free recall. Journal of Verbal Learning and Verbal Behavior, 5, 351-360.

24.

Goldberg, M. E. & Gorn, G. J. (1987). Happy and sad TV program: How they affect reaction to commercials. Journal of Consumer Research, 14, 387-403.

25.

Ha, L. (1996). Advertising clutter in consumer magazines; Dimension and effects. Journal of Advertising Research, 36(4), 76-84.

26.

Hovland, C. I. & Mandell, W. (1957). Is there a “law of primacy in persuasion?” In C. I. Hovland et al. (Eds.), The order of persuasion (pp.13-22), New Haven: Yale University Press.

27.

Insko, C. H. (1964). Primacy vs. recency in persuasion as a function of the timing of argument and measures, Journal of Abnormal and Social Psychology, 64(4), 621-623.

28.

Kardes, F. R. & Herr, P. M. (1990). Order effects in consumer judgment, choice, and memory: The role of initial processing goals. Advances in Consumer Research, 17, 541-546.

29.

Kent, R. J. & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: The role of brand familiarity, Journal of Marketing, 58(July), 97-105.

30.

Krugman, H. E. (1983). Television program interest and commercial interruption: Are commercials on interesting programs less effective? Journal of Advertising Research, 23(February/March), 21-23.

31.

Lavidge, R. J. & Steiner, G. A (1961). A model for predictive measurement of advertising effectiveness. Journal of Marketing, 25(October), 59-62.

32.

Lloyd, D. W. & Clancy, K. J. (1991). Television program involvement and advertising response: Some unsettling implications for copy research. Journal of Consumer Marketing, 8(4), 61-74.

33.

Lord, K. R., & Burnkrant, R. E. (1988). Television program elaboration effects on commercial processing. In M. J. Houston (Ed.). Advances in consumer research, 15 (pp.213-218). Provo, UT: Association for Consumer Research.

34.

Park, C. W. & McClung, G. W. (1986). The effect of TV program involvement on involvement with commercials. Advances in Consumer Research, 13, 544-548.

35.

Singh, S. N. & Churchill, G. A. (1987). Arousal and advertising effectiveness. Journal of Advertising, 16(1), 4-11.

36.

Soldow, G. F., & Principe, V. (1981). Response to commercials as a function of program context. Journal of Advertising Research, 21(April), 59-65.

37.

Speck, P. S., & Elliot, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26(3), 61-76.

38.

Tavassoli, N. T., Shultz, C. J. Ⅱ, & Fitzsimons, G. J. (1995). Program involvement: Are moderate levels best for ad memory and attitude toward the ad? Journal of Advertising Research, 35(September/October), 61-72.

39.

Webb, P. H. & Ray, M. L. (1978). Advertising effectiveness in a crowded television environment. Repot No.78-113. Cambridge, Mass: Marketing Science Institute.

40.

Webb. P. H. & Ray, M. L. (1979). Effects of TV clutter, Journal of Advertising Research, 19(3), 7-12.

41.

Zanot, E. J. (1984). Public attitude toward advertising: The American experience. International Journal of Advertising, 3(January), 3-15.

바로가기메뉴

Article Contents

Vol.11 No.3

A study on the effects of advertising placement format and TV program involvement on consumers' memory and attitude toward advertising

Abstract

Reference