제품이나 서비스를 효과적으로 마케팅하기 위한 다각적이고 통합적인 마케팅 커뮤니케이션 활동이 전개되고 있는 현재의 시장 환경에서, 다양한 프로모션 믹스의 상대적인 효과는 어떻게 다르며 그 효과를 어떻게 평가할 것인가는 마케터에게 매우 중요한 사안이다. 이러한 촉진 활동 가운데 광고와 PR은 기업 마케팅에 있어서 중요한 역할을 담당하여 왔으며, 최근 들어서 광고와 더불어 PR 프로그램의 상대적 비중은 점차 높아져가고 있다. 본 연구는 이러한 시점에서 광고와 PR 활동 중에서도 퍼블리시티 (publicity)에 대한 소비자 반응을 정보처리 관점에서 이해하고, 이를 바탕으로 보다 체계적 연구 축적의 토대가 될 수 있는 개념적인 틀을 마련하고자 한다. 특히 이제까지의 연구가 상대적으로 등한시한 영역이라 할 수 있는 광고와 퍼블리시티 메시지에 노출되는 소비자가 어떻게 다른 수준의 동기, 기회, 능력 요인의 영향을 받아 정보처리를 하는가를 개념적으로 정리하고자 한다. 이런 목적으로 본 논문은 커뮤니케이션 이론과 소비자 정보처리 이론에 근거하여 광고와 퍼블리시티 메시지에 노출되는 소비자가 어떻게 상이한 정보처리의 동기, 기회 및 능력에 영향을 받으며, 또한 이 두 촉진 요소 간의 차별성은 무엇인지에 관한 개념적 연구명제 개발에 초점을 맞추었다. 그럼으로써 광고와 퍼블리시티처럼 서로 다른 두 가지 유형의 프로모션 활동의 효과에 대해서 체계적이고도 경험적으로 비교할 수 있는 이론적 기반을 마련하고자 하였다. 이를 통해 궁극적으로는 학계나 업계 모두에게 촉진 믹스의 의사결정과 효과적인 촉진 전략 수립과 관련하여 중요한 시사점을 제공할 수 있을 것으로 기대된다.
In the era of fast changing market situation, the relative effectiveness and efficiency of various promotional tools are constantly challenged to be evaluated. Marketers are becoming increasingly aware of the value of integrated marketing communication programs, and much attention are paid to public relations along with advertising, especially to publicity. Yet scholarly attention to this element is limited. This paper attempted to draw upon communication and information processing theory to establish a conceptual framework for the development of propositions about advertising and publicity, in terms of their relative influence on consumers' motivation, ability, and opportunity to process persuasive messages. It also identified a need for more validated research and suggested an approach to the systematic empirical comparison of these two promotional formats.
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