Title: A study of advertisement effect according to the context, news type, and advertisement type of social contribution activity article
Abstract:This study tries to find the differences in attitude towards advertisement and corporate image according to the context of article in web contents, banner advertisement exposure and news type. The fin...This study tries to find the differences in attitude towards advertisement and corporate image according to the context of article in web contents, banner advertisement exposure and news type. The findings of this study are as follows. First, interaction effect between the context of Internet article on social contribution activity and attitude towards advertisement was confirmed. When the context of Internet article was negative, the news type that provides a photo with the article was more effective for the attitude towards advertisement. It is estimated that when a photo is provided with an Internet article for social contribution activity, the level of crowdedness increases and accordingly the negative context of the Internet article is cancelled out. Second, interaction effect between news type and advertisement type of social contribution activity article and attitude towards advertisement was confirmed. In the news type that provides a photo with an Internet article, corporate advertisement was more effective for attitude towards advertisement than product advertisement. Third, interaction effect between the news type of social contribution activity and corporate image according to advertisement type was confirmed. In the news type that provides a photo with an Internet article, product advertisement was more effective for corporate image than corporate advertisement.Read More
Publication Year: 2012
Publication Date: 2012-01-01
Language: en
Type: article
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