What advertisement types we have choose?

: A corroborative study through advertisement of audio product.

JAE-SUNG KIM(Major in Marketing Management Dept. of Business Administration The Graduate School of Sung Kyun Kwan University)

According to the advertising yearbook in 1995, total outlay for advertisement amounted to forty-seven hundred million dollars that formed 1.34 percent of GNP. It has proved an ad-market size like an advanced country. It suggests that marketers in each enterprises should perform effective advertisement and go deep into the study of advertisement.

If we find effectual advertisement types within the most competitive audio business industry among the Korean house-electrical business circles controlled by the company customs through the thesis, we could devise an influential advertisement strategy. Therefore, the main aim of this thesis is to search a clear direction of advertisement strategies what advertisement types we have to choose for establishing the most effective advertisement startegies through corroborative study.

By established documents, the way is effectively to divide audio products, a high-involved product, into the type of conveying information. But in point of mature product life cycle of audio products, it could be effectively divided into the type of image advertisement.

Now we have chosen brand-recognition, consumers' attitude, and buying purpose as hypothesis to prove how each types affect consumers recognition and which types are more effective for the audio products positioned contrary each other.

For solving such hypothesis problems, we were trying to effect an inspection of evidence by survey. In survey, recognition is to write brand recognition of non-assistance in part I, and consumers' attitude and buying purpose were measured from extreme negative to extreme positive in part II and III.

As a verified result of the first case, the type of image advertisement was more effectively than the type of conveying information. According to verified result of the second case in T-test, because only 5 percent in the type of image advertisement group and 10 percent in the type of conveying information group kept respectively in mind, the type of image advertisement was more effectively to improve brand-seeking. As a verified result of the third case in T-test, both two above groups did not have any notable changes. It means that the changes of buying purpose were insufficient because of little advertisement frequency during the survey. The best types for leader brands and follow brands in mature market as high involved products are image advertisement for leader brands and an advertisement of conveying information for follow brands.

As a result, marketing advice are as follows;

The firest, to come higher brand recognistion is to need that a corporate should by trying to advertise wavy advertisement with image advertisement for a basis. secondly, image advertisement is more effectively for high-involved products in mature market such as an audio. Therefore, if company wants consumers to have good corporate image, they do advertise image advertisement continually. Finally, we can see the verified survey, it is easily to rise brand recognition and customers' attitude change for measuring advertisement effect but we have known that buying purpose at the last step is not easily changed. It means that advertisement frequency is insufficient for comparing the effects. So coming study to exert an important effect on buying purpose would be effected an inspection of evidence through an actual proof with repeated frequency.