Mi-Jeong Kim ¹, Sangpil Han ¹

Affiliations
1 Department of Advertising, Hanyang University, KR

Abstract

This study examines the effects of green ads on consumer responses focused on an advertiser’s green characteristics, which is found to be an important variable. By applying a 2 × 2 × 2 factorial design using 472 subjects in Korea, this study demonstrates that the three independent variables of green ad claims, green source credibility, and green product attributes exert a significant main effect on an ad’s effectiveness. This study also shows that these three factors in combination exhibit no significant interaction effect on ad effectiveness, but an interaction effect was found between an advertiser’s green credibility and its product’s green attributes on consumer attitudes toward an advertisement. These empirical findings remind marketers of the importance of environmental credibility, the environmental attributes of a product, and environmental claims for advertising. Marketers should take these variables into account when designing environmental claims for advertisements.

Keywords

Advertiser’s Green Credibility, Effects of Green Advertising, Environmental ad Claim , Green Marketing.

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Yuna Kim ¹, Youngseok Son ², Sangpil Han ¹

Affiliations
1 Department of Advertising, Hanyang University, KR
2 Department of Advertising and P. R., Hallym University, KR

Abstract

Objective: This study is focused on verifying the role and effectiveness of traditional media in terms of brand management to determine ways to effectively manage a variety of media in the trans-media era. Methods/Statistical Analysis: In this study, a hybrid mode comprising the concurrent use of TV commercials and online advertising and an online-only mode, which utilized only online advertising, were compared according to typical brand performance indices including brand awareness, brand preference, purchase intention, and brand image. Findings: The results of this study show that the hybrid mode has statistically significant higher performance in all brand indices than the online-only mode. This study provides some important implications in the context of the dwindling role of traditional media under the impact of new media, in so far as traditional media is revealed to be an important strategy even today. Improvements/Applications: The development of marketing communication strategies should take into account both the management of brand performance as a long-term aspect and the leading of customer buying behavior as a short-term aspect of comprehensive advertising plans in the trans-media era.

Keywords

Brand Awareness, Emotional Image, Functional Image, Trans-Media Communications, TV Commercial.

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Sangpil Han ¹, Yun-Seul Choi ², Seung-Yeob Yu ²

Affiliations
1 Department of Advertising, Hanyang University, KR
2 Department of Advertising, Namseoul University, KR

Abstract

Objectives: The objective of this paper was to investigate the modernization of cultural values in Korean culture during its transition into a more westernized society in the past 30 years. Methods/Statistical analysis: A longitudinal content analysis of 320 ads analyzed how cultural values in Korean magazine advertising messages have changed as Korea has developed from a traditional to an industrial country. Findings: During this period, the study shows, modern advertising claims (individualistic advertising message claims, materialistic advertising message claims, future orientation claims) became increasingly used, whereas traditional advertising appeals (collectivistic advertising message claims, humanistic advertising message claims, past orientation claims) became decreasingly appeared in Korean magazine advertisements. This study suggests that the usage of Korean advertising message mirrors the cultural dynamics and economical changes of Korea. Improvements/Applications: Findings of the research showed that convergence toward modern-western cultural values is a meaningful subject to investigate in the study of persuasive communications and culture.

Keywords

Advertising strategy, Advertising appeals, Content analysis, Persuasion and culture, Persuasive communication.

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Sangpil Han ¹

Affiliations
1 Department of Advertising, Hanyang University, KR

Abstract

Objectives: The purpose of this paper is to empirically examine the degree to which commercial discontinuity influences the audience’s ability to enjoy a television program. Methods/Statistical Analysis: A randomly assigned two groups were shown a thirty-minute drama, one group without commercials and the corresponding group with four, 15-second commercials inserted in the middle of the drama. Findings: Contrary to the expectations, the results showed that the commercial interruptions did not influence the viewers’ evaluation of the program. Although consumers prefer to avoid interruptions in television viewing, discontinuity can improve the television watching experience. Implications/ Applications: Based on the results of the study, theoretical and practical implications of the impact of commercial discontinuity are discussed.

Keywords

Advertising Effects, Commercial Interruptions, Television Program Evaluation, Television Viewing Condition, Advertising Contents.

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Mi-Jeong Kim ¹, Sangpil Han ¹

Affiliations
1 Department of Advertising, Hanyang University, Gyeonggi-do, 426-791, KR

Abstract

This research examined the use of green advertising claims in Korean print advertisements. A content analysis was done for 18,671 environmental claims made in Korean advertising from 2013 to 2015. Each advertisement was coded according to five categories: green advertising, advertising type, green claim type, advertiser type, and product type. During this period, the study showed that only 0.8% of Korean print advertisements used environmental appeals. Green ad appeals in Korean advertisements were used to promote image, product quality, and public, in that order. The results of the study suggest that even though green issues are increasingly important in Korean society, there has been a lack of green advertising claims in Korean print advertisements. The findings of this research offered researchers a unique view of this field and some directions for future study in the field of green advertising appeals in print advertisements.

Keywords

Advertising in Korea, Advertising Messages, Content Analysis, Environmental Ad Claims, Green Advertising.

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Yoonhee Kim ¹, Sangpil Han ¹

Affiliations
1 Department of Advertising, Hanyang University, Ansan-si, Gyeonggi-do 426-791, KR

Abstract

Background/Objectives: This study focuses on the effects of Facebook fan pages which have recently risen in value as a unique, online communication channel. Methods/Statistical analysis: A survey was conducted using a sample of 310 high school-aged men and women who have ever used a Facebook fan page. Findings: First, the results of the analysis found that Facebook users’ perceptions (their social capital needs, innovativeness and self-presentation needs) indirectly affected moderator variables, such as brand identification. Next, the significant gender differences were analyzed. Any independent variables of both men and women turned out to not significantly affect their interactive behavior. Application/ Improvements: This study suggests that the psychological tendencies of Facebook fan page users affect their interactive behavior via moderator variables, such as brand identification. Theoretical and practical implications are discussed, based on the results from the present study.

Keywords

Effects of Facebook Fan Page, Innovativeness, Interactive Behavior, Self- Presentation Needs, Social Capital Needs.

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Jinyoung Ki ¹, Sangpil Han ¹

Affiliations
1 Department of Advertising, Hanyang University, Seoul, Korea

Abstract

Background/Objectives: A celebrity endorser is a person with public recognition (such as a sports player, performer, business person or cartoon character) who does not necessarily have professional knowledge about the products being advertised. Methods/Statistical Analysis: The use of a celebrity endorser enhances consumers' memory of advertising messages by drawing more positive responses for the product evaluation or attitude toward advertisement. This experimental study analyzed the effects of multiple endorsements of a celebrity spokesperson on advertising attitude, brand attitude, purchase intention and attitude toward endorser. Findings: A total number of 287 college students were recruited as research participants. A total of 9 sections of the experiment were conducted, each involving at least 30 participants. The results showed that an advertisement is more effective when a celebrity endorser is appointed exclusively for that advertisement than when a celebrity endorser is appointed who makes multiple endorsements. Based on the results of the study, theoretical and practical suggestions are made regarding a celebrity spokesperson's multiple endorsements in advertising. Application/Improvements: The results of this research are expected to provide basic data, both theoretically and practically, concerning the effect of multiple endorsements of a celebrity spokesperson.

Keywords

Advertising Effectiveness, Celebrity, Endorser, Multiple Endorsements

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