잡지의 광고 주목 효과에 관한 연구: 게재 크기, 형태, 위치를 중심으로

초록

The purpose of this study was to provide the data for efficient media planning by analyzing the effect of attention in magazine ad. The basic role of media in advertising is to offer opportunity to see the ad to the consumers. This study concerns on the advertising readership in consumer magazines. this study analyzed magazine advertising readership according to message size, form and location. This study focused on exploring dependent variables that are whether to see or not to see the ad and to read half of the ad message. It measured degree of attention(‘Noted’ and ‘Read-most’) and reliability in advertisement, which were recorded in each magazine. The advertising attention rate was measured by recognition method. 1,200 people were surveyed in total and 5,145 advertisements were observed. The results of this study were as follows: About 76% of the people who read the magazine replied to see the advertisements and only 48% of them read half of the content of advertising material. According to message size, 2 page ad gathered more attention and reliability than 1 page ad or more than 3 page ad. This study has also found that advertisement in 'the spread form’ gathered more attention and reliability than ads in ‘the right side.’ In addition, according to message location, 1st DPS Inside front cover DPS and Single page facing Table Of Contents were increased attention degree and reliability. Also, Beauty Section had the lowest degree of attention and reliability was not significantly. This study explored to ‘the attention rate’ by the media factors, and then, explored Cost-efficiency compared to advertising attention. Cost index appeared higher than the attention index. Consequently, Cost-efficiency was reduced as a whole. This study provide more accurate data for the estimation of magazine advertising effects and for more reliable magazine advertising buying.

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