Research on the attitude and knowledge of advertising people toward the New Media

This research is about the attitude and knowledge of advertising people about the new media' how they understand the function of new media related with advertising. The main focus on this research are followed,

First, what is the basic attitude toward the advertising general?

Second, what is their expectation and conception of Cable TV related with advertising?

Their, what is the attitude and knowledge of PC communication and DBS related with advertising?

For the purpose of the research, this study divide the advertising people into different groups' advertisers and agency persons. The sample of people for the research are selected from above 50th ranks in advertising expenditure of 1995 and above 30th ranks of broadcasting advertisers. From November 20th to November 30th of 1995, 400 questionnaire were distributed.

Among them 384 questionnaire were collected. Among collected questionnaire, the one which were not answered fully and seriously were not include for the analysis. Thus the total number of questionnaire whith were used for the analysis were 368:144 questionnaire from advertisers and 224 questionnaire from advertising agencies. The statistics used for the analysis were frequency, cross-tabulation and t-test.

From the analysis, the research made the following conclusions.

First, regardless whether they are advertisers or agency persons, generally speaking advertising people have similar attitude toward the advertising. However, the knowledge about the advertising of two groups are different.

Second, for the knowledge about the advertising the agency persons have more deep and broad knowledge about the advertising than advertisers. It may be because that agency people have more chance to involve into the advertising production process than advertisers. However, the attitude of two groups toward the new media are not so much different. It is because that both two groups do not have much knowledge about the neW media, Finally, the advertising people do not believe that the function of new media in the advertising industry are positive and their knowledge about the new media are not deep.