Journal of the Korean Home Economics Association 2005;43(1):243-253.
웨딩드레스 인터넷 광고유형에 따른 광고효과 -고정배너형, 팝업형, 플래쉬형 배너광고를 중심으로-
Advertising Effect of Wedding Internet Advertisement Types -Static, Pop-Up, & Flash Banners-
Seung-Hee Lee
Sungshin Women's University, Dept. of Clothing & Textilesw
ABSTRACT
The purpose of this study was to examine the advertising effects of wedding internet advertisement types such as Static, pop-up, and flash banners. The survey subjects were 604 unmarried female consumers, consisting 202 in the static banner group, 201 in the pop-up banner group, and 201 in the flash banner group. Descriptive statistics, ANOVA, and Duncan test were used for data analysis. In the results, regarding the attitude toward advertisement, pop-up banner was the most effective on the cognitive component, while static banner was the most effective on the behavioral component. Regarding the attitude toward brand, popup and flash banner advertisements were more effective than static banner. However, there were no significant differences between the 3 groups in purchasing intention. Based on these results, strategies for wedding dress internet advertisement were suggested