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광고에 대한 반응 조사, 2007

한영
Data Type
Survey data
ID Number
A1-2007-0091
Title
Survey on Response to Advertisement, 2007
URI
http://hdl.handle.net/20.500.12236/13962
Citation
Lee, Hyun Woo. Survey on Response to Advertisement, 2007 [Dataset]. [Producers]. Korea Social Science Data Archive (KOSSDA) [Distributors], 2011-02-23, A1-2007-0091, V1.0, http://hdl.handle.net/20.500.12236/13962
Principal Investigator(s)
Lee, Hyun Woo / Major of Advertising and Public Relations, Dong-Eui University
Fundings
National Research Foundation of Korea
Depositor(s)
Lee, Hyun Woo
Date of Deposit
2010-08-23
Distributor(s)
Korea Social Science Data Archive (KOSSDA)
Date of Distribution
2011-02-23
Version
V1.0
Date of Version
2017~~
Abstract
This survey was undertaken among Korean and British college students to collect data for the comparative analysis of the effects of messages in advertisements. In order to measure the response of the respondents to the messages in advertisements the students were pre-exposed to three pieces of advertisements and were made to subsequently evaluate each of the advertisements. The principal contents of the survey include emotional attitude towards advertisement, credibility of advertisement, favorability towards advertisement, favorability towards advertised product, and intention of purchasing advertised product.
Keywords
advertisingadvertising effectseffects of advertisingconsumer actioncomparative research
Topics
Information/ Communization
Date of Collection
2007-02-01~2007-03-31
Countries
Korea ; England
Unit of Analysis
individual
Universe
Korean and British college students (freshman, sophomore) taking classes of marketing communication and journalism
Time Method
one time cross-sectional study
Mode of Data Collection
self-administered
Number of Cases
915 (valid)
Extent of Collection
Questionnaire(pdf) ; Codebook(pdf) ; Data(sav)
Language
Questionnaire-Korean ; Codebook-Korean ; Data-Korean
Availability Status
Public Use
File Information
File Type File Name File Description File Format File Size Download
Related Documents-Questionnaire(Korean) kor_que_20070091.pdf 설문지 (한글) PDF 89.37 kB 다운로드
Related Documents-Codebook(Korean) kor_codebook_20070091.pdf 코드북 (한글) PDF 332.01 kB 다운로드

이현우. 2008. 불확실성 회피수준에 따른 애매한 광고메시지의 효과 차이. 한국광고학회 KSSL Google

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