Earticle

초록

영어

Advertising, one of the four major tools that companies use to direct persuasive communication to target buyers and publics, has received much attention in recent business literature and among consumers in Korea as a result of rapid economic growth. The purpose of this study is to analyze student attitudes toward advertising through the attitude test. A field survey was conducted to study the attitude of students in Daegu area toward advertising. The main results are as follows: 1. General attitudes toward advertising are positive. 2. Attitudes toward the institution of advertising are positive. 3. Attitudes toward the instrument of advertising are negative. 4. Perceived level of attention to advertising is strong. 5. Avoidance of advertising is moderate. 6. Perceived effect of advertising on purchase is strong. 7. Perceived effect of friends on purchase is strongly positive. 8. Perceived level of exposure to advertising is positively extreme.

목차

I. 서론
  1. 연구의 필요성 및 목적
  2. 연구의 방법 및 범위
 II. 연구의 이론적 배경
  1. 태도의 개념화
  2. 광고에 대한 태도 관련 연구동향
 III. 실증분석
  1 연구가설의 설정
  2. 조사방법
  3. 자료의 분석 및 가설검증
  4. 분석결과의 요약
 IV. 결론 및 제언
 참고문헌
 Abstract

저자

• 이규희 [ Kyu Hee Lee | 대구산업정보대학 마케팅정보과 교수 ]
• 김길현 [ Kil Hyun Kim | 대구산업정보대학 마케팅정보과 조교수 ]

참고문헌