티저광고가 브랜드 이미지와 구매의사에 미치는 영향에 관한 연구

• 영문명: Influence on the Brand Image and Buying Decision to the Teaser Advertising
• 발행기관: 한국전통상학회
• 저자명: 李鍾殷(Lee, Jong-eun)
• 간행물 정보: 『한국전통상학연구』한국전통상학연구 제21집 제1호, 5~19쪽, 전체 15쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

The advertisement agency launched the teaser advertising as innovation of advertising. It arouse customer’s curiosity by catchy titles was shrouded in mystery. It’s innovative try to attract public attention on the advertising; for example, ‘Love you Sun Young, M, H and Must Have etc’. ‘Love Sun Young’ is first teaser advertising in Korea, when the advertisement launched many women who are called Sun Young they fail to get to sleep because they had thought somebody declared his love for her. One the other hand, the tow have been going together quarreled about amours. Well, and it was understood that why kind of this advertisement called to ‘Teaser Advertising’. As you knew that meaning of teaser is someone who makes fun of people in a slightly cruel way. Ambiguous messages make a person anticipate an out come too much, and they feel disheartened at truth of advertisement which was fall short customer’s expectations. Having this process over again, the general public lost the favor on advertisement worried them. Furthermore, for produce this advertising needs a piece of change because of the advertising was make headway a serial, in large, with the consequence that outlay for advertisements increased in.

목차

Abstract

Ⅰ. 서론

Ⅱ. 브랜드(Brand)와 티저광고(Teaser Advertising)의 이론적 배경

Ⅲ. 티저광고에 대한 소비자 의식 분석 방법

Ⅳ. 티저광고에 대한 소비자 의식 분석 결과

Ⅴ. 결론

참고문헌

키워드

teaser advertising innovation of advertising brand