PPL의 배치형태와 프로그램 상황이 광고효과에 미치는 영향

Abstract

As an advertising technique to draw viewer‘s attention by placing certain product, brand and logo in TV programs, PPL(product placement) has been studied along with its practical use. However, most of them are mostly about the positive effects of PPL recognized by consumers. The objectives of this study are to examine the impact of display type and program condition on advertising attitude and brand attitude, and also to analyze the moderating effect of perceived intrusion level in such process. After manipulating display type and program conditions through experimental design, this study examined the differences of advertising effect in according to display type and program situation for the main test, and also empirically analyzed the differences of influence on advertising effect according to perceived intrusion level. As the results of empirical analysis are as follows. First, program situation had direct influence on advertising effect while display type had no significant influence. That is, the more program condition is positive, the more favorable attitude towards advertising and brand in. Second, for the influence of display type on advertising attitude, the moderating effect of perceived intrusion level was not significant while the moderating effect on brand attitude was significant. Third, for the influence of program conditions on advertising attitude, the moderating effect of perceived intrusion level was significant, while the influence on brand attitude was not significant. Based on the study results, suggestions were made for the future studies together with discussions emphasizing theoretical and practical implications.