ABSTRACT
The Effectiveness of Patriotic Advertising by product involvement and type of message
Lee, Sang Hoon
Advertising & PR Major
Dept. of Journalism
The Graduate School of Chung-Ang University
Nowadays we can see the difficulties of Korean economy. Our economic
crisis makes higher unemployment rate than ever before and also threatens
the advertising market.
As a result of these circumstances, there are a lot of managers and
advertising executives who try to find a new marketing strategy. There are
many empirical evidences that even though in recession, we have to execute
advertising in some ways. That is the reason for how to make an
advertising in these days. Among the rest of advertising strategy
alternatives, Patriotic Advertising is one possible solution.
The purpose of this research is to examine the effectiveness of patriotic
advertising by product type. There are some researches concerning patriotic
advertising but most of studies focus on the Country-of-Origin effect.
Trends of these areas, to examine patriotic adverstising is almost new
try. Because there are few studies related to patriotism.
Before this study goes on, It is essential to find who belongs to high
patrioism group or who belongs to low patriotism group. The degree of
patriotism is measured by CETSCALE which was deviced by Shimp and
Sharma.
The result of measuring patriotic degree is that 95 people are high
patriotic group and 105 people are low Patriotic group.
Based on the degree of patriotism, to examine that high patriotic group
shows more fabulous brand recall, and consumersAad attitude toward
advertisement. Abr attitude toward brandand PI purchase intention.
And also this study reveals some relationship between product
involvement and type of message.
The result shows that there is no difference bet ween high patriotism
group and low patriotism group in brand recall and Abr attitude toward
brand. But there were significantly statistical differences between high
Patriotism group and low Patriotism group in Aad attitude toward
advertisementand PI purchase intention.
That result indicates some advertising strategy that when advertsing
executives use patriotic advertising, they d better check out targets degree
of patriotism and product involvement. That method would be efficient to
use patriotic advertising.
The result of relationship between product involvement, and type of
messages and consumers patriotism are shown below.
In case of high involvement products and high patriotic group in patriotic
advertising, rational type of message gets more favorable response than
emotional type of message toward Aad and PI. But others were nt
statistically significant.
In case of low involvement products and low patriot group in patriotic
advertising, emotional type of mess age gets more favorable response than
rational type of message toward Aad and PI. But others were nt statistically
significant.
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