Section 8>

* The Effects of Product Involvement and Message Type on the Effectiveness of Multi-Advertisements

Section 8.

179 190

5.493 3.930

1.035 1.352

12.466

.000

184 185

4.162 3.898

.995 1.003

1.959

.043

4.118 10.360 4.891

1 1 1

4.118 10.360 4.891

4.277 10.760 5.080

.039 .000 .025

4.208 4.189 4.084

3.643

A-B 90 4.084 .907 A-C A-D B-A 89 3.643 .925 B-C B-D C-A 94 4.189 1.074 C-B C-D D-A 96 4.208 1.001 D-B D-C

.442 -.105 -.124 -.442 -.547 -.566 .105 .547 -.120 .124 .566 .019

.030 .913 .864 .030 .003 .002 .913 .003 .999 .864 .002 .999

Abstract

The Effects of Product Involvement and Message Type on the Effectiveness of Multi-Advertisements

Yoo, Jong-sook Associate Professor, Dept. of PR & Advertising, Sookmyung Womens University Kim, Jin-young Researcher, Institute of Culture, Art & Tourism, Sookmyung Womens University Han, Kyoo-hoon Assistant Professor, Dept. of PR & Advertising, Sookmyung Womens University

Advertisers have been trying to attract consumers attention by using a variety of advertising approaches. Recently, many advertisers incorporate multi-advertisements in their communication strategy, exposing target consumers multiple advertisements during the specific time period to enhance consumers attention to their advertising and to sharpen its effectiveness. Despite its growing importance, however, the issues regarding multi-advertisement and its effectiveness have not been studied so much yet, thus requiring explorations of this special type of advertising strategy. This study aims at evaluating the persuasive effect of multiadvertisements by product involvement and ad message types, comparing single and identical message repetition and multiple messages repetition. After creating four groups of three multi-advertisements(a total of 12 ads) of imaginary brands as experimental stimuli on the 2x2 factorial design, an experiment was conducted with the consumer sample of 400 college students. The results supported all of our hypotheses. That is, as for a high involvement product, ad attitude and brand attitude on multiple messages were more favorable than those on single messages; on the other hand, as for a low involvement product, no statistically significant differences were revealed among ad attitude and brand attitude according to message types. Based on the findings, theoretical and practical implications were discussed, as were directions for future research on more issues of multiadvertisements. Key words: multi-advertisement, product involvement, message type, consumer attitude, advertising effectiveness