복합 매체 활용 시 브랜드 메시지의 시너지 효과 연구: 20∼30대 여성을 대상으로 한 잡지와 온라인 복합 활용 효과를 중심으로

초록

With a wide spectrum of media, including traditional and new/online media, the purpose of this study was to examine the effects of using multiple media channels when corporations sending out their ads and other brand messages. First, the study investigated the synergy effect of using multiple media (magazine and online) compared to using a single medium. Then, the synergy effect was also examined depending on potential moderators, such as the type of online messages (banner ad, blog message, and publicity), the order of messages provided, and the type of product(utilitarian vs. hedonic). The communication effects were measured by four dimensions: attitude toward the message and the brand, purchase intention, and word-of-mouth intention. The results of an experiment with 454 female subjects showed that the communication effects were greater in the multiple-media condition than the single-medium condition (i.e., synergy effect). Overall, the banner ad, followed by publicity and blog message, turned out to be more effective when combined with a magazine message. In addition, significant interaction effects appeared that the magazine-publicity combination was effective for a utilitarian product while the magazine-banner ad combination was for a hedonic product, and the online-magazine order was more effective than the magazine-online order in terms of positive ad attitude and brand attitude. Based on the findings, some theoretical and practical implications are discussed in terms of IMC strategies.

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