ScholarWorks@중앙대학교

초록

The purpose of this study is to test the effect of thematic congruency between pre-roll advertising and clip video on advertising effectiveness. Overall, the findings show that thematic congruency results in lowered advertising annoyance and has a positive effect on ad credibility, ad attitude, and brand attitude. The moderating effects of 1) familiarity with the program from which the clip video was a part of and 2) brand familiarity were found on some measures. Ad annoyance reached its highest point in low congruency condition and when users were not familiar with the program. In low congruency and low brand familiarity condition, advertising credibility scored the lowest. Overall, the results suggest that when viewers are not familiar with the program or the brand, ensuring thematic congruency between advertising and clip video is the safest way to keep the level of ad annoyance low and seek positive advertising effect.

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