Abstract

A Study on the Effects of The Host-Selling Advertising: Focus on Program-Ad Context and Presentation

Lee, Sang Min, Ph. D. Assistant Professor, Advertising and PR, Baekseok Colledge
Yu, Seung Yeob, Ph. D. Associate Professor, Advertising and PR, Nanseoul University

The purpose of this study was to explore the effect of host-selling advertising focus on context effects of program and advertising and advertising presentation. In such situation e purpose of this research was to investigate how much host- selling advertising affected on three dependent variables: brand recall(BR) and recognition, attitude toward the advertising(Aad), and purchase intention(PI). The research design had 3 factorials. One factorial compared the two commercial situations according to the responses of host-selling and non host-selling. The second showed the three types of advertising presentations compared according the program pre/post advertising and program insert advertising. The third factorial showed a comparison of the context or non context of program and advertising. Experimental treatments were assigned randomly to 600 university students for 12 experimental groups. For data analysis were performed by chi-square test, t-test and 3-way ANOVA, according to SPSS. The results of this study were follow: (1) The host-selling advertising was higher brand recall and attitude toward the advertising than non host-selling advertising. (2) All in brand recall, attitude toward the advertising and purchase of intention, the host-selling advertising compared with non host-selling advertising was more effective to program insert advertising than to program pre advertising. (3) The host-selling advertising compared with non host-selling advertising was more effective to context program and advertising than non context program and advertising in brand recall, attitude toward the advertising and purchase intention. Such result meant that: First, The host-selling situation showed more favorable attitude toward advertising than the group watched them in the non host-selling situation. That is, the preceding program had influence the attitude toward host-selling advertising. Second, The effects of host-selling advertising can be perceived when it is located near the host program. But the effect can be reduced or eliminated when other advertisements are placed prior to host-selling ones despite the same time slot.

Key Word: Host-selling, Program-Ad Context Effect, Advertising Presentation