A Study on the Performance-related Attributes of Advertising Campaign

- Pertaining to TV Advertising Campaign-

Ham, Seong Cheol

Department of Bus. Admin.

The Graduate School of

Yonsei University

Even though an increasing advertising budget is being formulated every year, empirical studies on the performance of advertising campaigns have been rarely carried out. This characteristic of Korean advertising industry indicates that both advertisers and agencies alike are neglecting the management of post-advertising, as compared with its planning and execution. Also, researchers stick to the traditional argument that the performance of advertising is the result of not only the effect of advertising itself but also the effect of related marketing mix and macro influencial variables, and therby disregard the study of the relation between advertising and its performance.

In recognition of above, the purpose of this study is to evaluate the performance of TV advertising campaigns of products and to determine the factors which influence these campaings and their effects are. Moreover, the study emphasizes the planning and execution of the campaign and the evaluation of the results to provide more efficient guidelines for marketing strategy.

The hypotheses of this study are the following :

H1 : Marketing performance will differ from creative performance in the campaign.

H2 : The factors that have the effects on each of the performance will have significant differences with each another.

H3 : Depending on the different types of the advertising objectives and of the product class, there will be significant differences among performance-related factors.

H4 : There will be significant differences according to the different types of systematic advertising objective plannings.

Survey, as the data collecting method, was administered to the management teams and production teams of advertising agencies who had the experiences of participating in the TV advertising campaign. One hundred sixty seven questionnaires were returned, and Factor Analysis and Regression Analysis were used to test the differences among the performance-related variables of each group. In addition, t-test and Analysis of Variance are carried out.

The results of this study are the following :

First, there is a significant difference between performance of marketing and that of creativity in advertising campaigns.

Second, there is a significant difference between marketing performance-related factors and creative performance-related factors in advertising campaigns.

Third, factors that influence the performance of advertising have significant differences with each another, dependent on the different types of the campaign objectives and of the product class.

Fourth, depending on the levels of accuracy and appropriateness of the advertising objectives, no significant difference is found among the performances of each group.