ABSTRACT
A Study on Premium Advertising
-Especially on the consumers communication behavior towards premium advertising-
Lee, Kyung-Sun(Department of Journalism)
Advertising is a persuasive communication which is performed to sell products or service to the customer. In other words, advertising is a kind of informing actively providing the customer with information. Its aim is to persuade the customer to form a purchasing motivation.
Roles and functions of advertising in modern society can be described in many ways. The primary function of advertising is to deliver a message that ultimately leads to action.
Advertising is communication between the producer and the customer.
Premium advertising which is one of the sales promotions can affect customer buying disposition and leads to buy a new product which has premiums. The activity of premium advertising is getting more complex and manipulate customer by using premiums.
This study is to survey the present characteristics and effects of premium advertising and to find out the purchasing behavior of housewives toward the premium advertising in Korea.
In order to understand the present state of premium advertising in Seoul, a survey on the premium advertising was taken to the housewives who were chosen randomly.
The results of the survey are followed:
1.Most of housewives have recognized of premium advertising, and have experiences of buying premium products through premium advertising. The result showed that many customers bought product because they needed it instead of effects of given by the premium advertising. Therefore, it is obvious that the most customers are not penetrated by premiums but the quality and necessity of a product itself.
2.The result also showed that positive appeal made by the child of consumer affect parents buying behavior. Positive parental response towards children appeal varies according to the nature of the appeal used by the child.
3. As Leon Festinger suggested in
“The Theory of Cognitive Dissonance" the survey showed that the possibility exists that the action was taken with insufficient justification and after the action has been taken, the person tries to find additional justification for it due to lessen its impact by magnifying those aspects of the situation which do fit with her action.4.And finally, the attitude of the housewife in general towards the premium advertising/products was unfavorable. From this survey researcher finally comes to the conclusion that the premium advertising is one form of advertising that can penetrate the barrier of habit and bring about a momentary change from usual behavior.
This thesis is composed of four parts: The introduction presents the motivation for adopting the topic and states, the purpose, the method used in developing this paper and the composition of the paper.
Chapter II introduces concepts and basic models of advertising which are helpful in understanding the significance of function of modern premium advertising. Here, the role of children towards premium advertising is also presented.
Chapter III states the research problems and hypothesis, the results of an empirical survey designed to find out the customers response towards the premium advertising.
Chapter IV concludes the thesis by summarizing the study and suggesting some guidelines for controlling the problems arisen by the premium advertising in Korea.
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