Recently, corporate faced over-supply phenomenon caused by rapid development of economy and technology development. Also, competitiveness of Selling among corporates got more and more servere than ever before.

In this turbulant circumstances, corporates have much interests in advertisement that stimulate consumers to purchase their products.

The objective of this thesis shop us the effect of TV advertisement to consumer behavior according to the level of product involvement. Thus, this study will give a meaningful implications to marketing managers who need an information to set up an appropriate communication strategy and advertisement policy.

The configuration of this study is as followed.

Chapter one, in this introductive section, survey objective and configuration, research methodology are defined to explicate the domain of the study.

Chapter two, the level of product involvement and type, measurable variables of product involvement, and measurement methodology are considered to show the theoretical basis for empirical study.

Chapter three, the acceptable procedure of advertisemental communication, the effect of advertisement to consumer behavior, and a method of empirical analysis will be considered with literature.

Chapter four, in this empirical survey, the study model and variables are defined to examine the hypothesis.

Lastly, the conclusion summarize the survey results and leave some implications for the purpose of future study.

While, the results of this study can be said as below.

The more the recognition and preference to TV advertisement, preference to product appear, the greater the desire to purchase show.

In recognitive degree, this results showed that the product of relatively low involvement take much impact than one of high involvement.

In the relationship between preference to advertisement and desire to buy, the much the preference has, the higher the desire to buy appears.

The more the recognition, preference to product appear, the higher TV advertisement effect show.