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본 연구는 TV 광고와 옥외 동영상 광고(TV 광고를 옥외 전광판용으로 편집한 광고)의 복합적 사용이 광고효과에 미치는 영향을 분석하였다. 대부분의 기업이 옥외-TV보다는 TV-옥외의 순서에 따라 두 유형의 광고를 집행한다. 그러나 기업이 광고를 집행하는 순서와 소비자가 실제로 광고에 노출되는 순서는 다를 수 있다. 이와 관련하여 기존의 연구는 복합매체에 대한 노출순서가 광고효과에 영향을 미칠 수 있다는 것을 보여주었다. 본 연구의 실험 결과 TV 광고와 옥외 동영상 광고의 경우 소비자가 옥외-TV의 순서보다는 TV-옥외의 순서에 노출될 때 광고효과가 증가한다는 것이 확인되었다. 또한, TV 광고와 옥외 동영상 광고에 대한 노출순서가 광고효과에 미치는 영향은 TV 광고의 유형에 의해 조절되었다. 즉, TV 광고가 시각소구형(소비자의 청각보다는 시각을 자극하는 요소를 더 많이 포함하고 있는 TV 광고)일 때보다는 청각소구형(소비자의 시각보다는 청각을 자극하는 요소를 더 많이 포함하고 있는 TV 광고)일 때 이러한 광고효과의 증가현상이 두드러지게 나타났다.
This study examined the effectiveness of using a TV commercial and a digital outdoor ad (a version of TV commercial edited to run on a digital outdoor billboard). In general, companies run the two types of ads in the order of TV-outdoor rather than outdoor-TV. However, the order companies employ may not correspond with the order consumers actually get exposed to the ads. Regarding the possibility, past research has shown that the effectiveness of using multiple types of ads can be affected by the order consumers get exposed to each ad. Such tendency was also evidenced in the experiment this study conducted for TV commercials and digital outdoor ads, that is, consumers responded to the ads more favorably when exposed to the ads in the order of TV-outdoor rather than outdoor-TV. Further, the tendency was found to be moderated by the type of TV commercial. Specifically, the tendency was pronounced when the TV commercial was audio-stimulating one (the one that includes components stimulating consumer's auditory sense rather than visual sense) rather than visual-stimulating one (the one that includes components stimulating consumer's visual sense rather than auditory sense).
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