The researches on the formation of the corporate image through corporate advertising

Seong - Ho Son

Dept of Business

Administration Graduate School of Hyung Hee University

According to the rapid growth of technology, today's enterprises have decreased differences among products, had similar distribution structure and made variety products.

Therefore, It has limitation of improving company's image and reminding their Product among consumers for advertisements of which pursuit only increasing selling quantity.

To solute above problems, Ire can consider the enterprise advertisement which can increase affirmative enterprise image to consumers including the enterprise interested parties. In these days, and enterprise advertisement is greatly increasing.

This article will show you how this enterprise Ad influences on the creating enterprise image And by evaluating and comparing consumer's general understanding of products with functual aspects of the enterprise advertisement, this will prove the hypothesis.

1. Between consumers's general understanding with enterprise advertisement and the evaluations of enterprise Ad's functual, there will be close relationships.

2. Between consumers's general understanding with enterprise Ad and the evaluations of enterprise image by enterprise Ad, there will also close relationships. Also, its output will be different to hypothesis 1'st output.

3. Consumer's evaluation to enterprise Ad's functual fact and enterprise image will have a close relationship each other i. e. enterprise Ad will effect consumers to have a good image for the enterprise.

After analysing the lust hypothesis's output by a correlation method, we could see that there is positive correlations generally between evaluation of general understanding items and enterprise Ad's function, and output of the 2nd hypothesis also show a similar more higher than the first one, but this difference is deserve to be ignored.

Moreover, seconding to the result of how special facts of general understanding influence to enterprise's function am image evaluation, those who have much more interest to enterprise advertisement have positive attitude toward functual and image evaluation.

After studying which media has the greatest influence, even though the repliers are limited to college students and it lacks accuracy.

Newspaper which has no time and space limitation, and confidence & persuasion is that one.

Cause the result of the third hypothesis shows that evaluation about functual facts of enterprise Ad & enterprise image by consumer's replies are both very closed. It is especially higher then comparison analysis among other items.

It means that both enterprise Ad & enterprise image are affection each other, so there are very close relationship between them.

As shown at the above table, the fact that has the highest correlations to enterprise image is all correlation variables of functual facts of enterprise Ad. Among them, excluding social service function category, image evaluation fact regarding to changing possibility of enterprise image has the highest relationship in all category,

This shows that enterprise Ad has some power of effectness for making enterprise image.

Considering all results, this article will be Helpful to creating attract image and Perform important in enterprise performance and and to creating if enterprise Ad which do fully understand the functual aspect that is the basic considerable fact in enterprise Ad and adjusted properly are carried to consumers.