TV 광고의 길이가 광고효과에 미치는 영향

• 영문명: The Analysis of effect on TV Ad. length
• 발행기관: 인하대학교 산업경제연구소
• 저자명: 배무언
• 간행물 정보: 『경상논집』연구논문집 제11집 제1호, 63~76쪽, 전체 14쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 1997.04.01

영문 초록

At present, the 15 second commercial are getting the most common ad. on TV. Over the years, marketers had collected a body of research data that established benchmarking of effectiveness for longer ads. Then in 1990s, a crisis come along. At the time, it was thought the shorter ads, and the extra "clutter" they would create, would cause havoc with advertising effectiveness and measurement. So will the 15-second ads be a problem? probably not. It is not the length per second that makes and ad effective or ineffective. This research results suggest that consumers are likely to pay attention and comprehend its meaning, no matter how long it is, if an ads establish a reason for viewing it in the first few seconds.

목차

1. 서론

2. 연구의 배경

3. 가설

4. 연구방법

5. 연구결과

5. 결과

참고문헌

Abstract