광고회의주의수준에 따른 광고와 PR기사의 커뮤니케이션 효과비교 연구 : 신문 매체를 중심으로

Abstract

This research aims to study the effect of general advertisement and a PR article. The study examined the general advertisement and a PR article to know if they are different in the effect between general advertisement and a PR article according to skepticism toward advertising. For the research, four hundreds of people were selected in advance, and they were separated into two groups. The two hundreds of people were picked out from each group. The first group was exposed in the general advertisement, and the second was experimented in a PR article. The study was made by not only two advertisements but also PR articles. The contents of the study were same with a copy of the product. The study classified the level of skepticism toward advertising with high, mid, and low. The collected data were processed by using Analysis of Covariance, and were verified at the level of p<.05. The results of this research are as follows. Firstly, according to the level of skepticism toward advertising, customers have a different attitude to the products in advertisements. In other words, when customers meet with advertisements, there might be different effects of communication according to the skepticism toward advertising, which is high, mid, or low. Secondly, according to the level of skepticism toward advertising, customers don't have a different attitude to the products in PR articles. In other words, there was no difference of the effects in communications, customers' attitudes to the products and brands, and the intention of customers' interest. Finally, there is a difference between general advertisement and a PR article because of an interaction according to skepticism toward advertising. Advertisements interact with PR articles, and there's a difference in customers' attitudes to the products and brands, and the intention of customers' interest according to skepticism toward advertising. In other words, if the skepticism toward advertising is high and mid, the PR articles are more effective than advertisement. And if the skepticism toward advertising is low, advertisements are more effective than the PR articles. Through this study, we know that the effects between advertisements and PR articles are different according to skepticism toward advertising. Therefore, this study suggested that customers' level of skepticism toward advertising is the most important thing for their attitudes to advertisements and PR articles.