배너광고와 웹 기사의 맥락에 따른 광고효과

초록

The purpose of this study was to verify the effects of cognitive and affective contextual ads. For this purpose, researchers comparatively analyzed if there would be any differences in consumers' attitudes towards ads and brands and their purchase intention in terms of the cognitive and affective contexts between web banners and news articles. In addition, this study divided consumers' involvement in the news article involvement and in the product category. Additionally, the study examined whether news article and product involvement play moderating roles which influence the cognitive․affective context between web banners and news articles. The result with online experimental study shows that the cognitive and affective contextual effect was revealed significantly in some advertising effectiveness indices. The interaction effect between cognitive and affective contexts were also verified in attitude toward the product and purchase intentions. The interaction effects between the contexts and involvements were also supported.

키워드