잡지에 게재되는 커뮤니케이션 메시지 유형별 효과 : 광고, 무가기사, 유가기사, 애드버토리얼 비교를 중심으로

초록

The recent changes in the media environment and subsequent transformation of consumers’ media usage behavior have weakened the effectiveness of traditional advertising. Consequently, for magazines, marketing communication professionals increasingly employ a variety of message types such as advertorial and paid editorial in search of more effective communication tool. The purpose of the current study is to survey the effectiveness of message types, such as advertisement, editorial article, paid editorial article and advertorial, in terms of their size, message fit, magazine type, and the level of attention and credibility based on readers’ reading behavior. A total of 400 female consumers participated in the survey that used 13,109 messages in 17 women’s monthly magazines, including 1,997 advertisements, 3,430 advertorial articles, 2,566 paid editorial articles, and 5,116 non-paid editorial articles. In addition, face-to-face in-depth interviews were conducted to obtain consumers’ perception on the message types and subsequent behaviors. The analysis of the survey and interview result presents that non-paid editorial articles have non-comparable value in the levels of attention and reliability, whereas those of advertorial and paid editorial articles are similar to advertisement. However, diverse patterns were found among these three message types in terms of message size, location, message fit. The result of the study provides a strategic frame for marketing communication professionals as it integrates media planning and message strategies.

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