광고의 소구유형이 소비자 태도에 미치는 영향에 관한 연구

A Study on consumer's behavior according to the ad appeal type.
-a focusing on cosmetic magazine ad-

Hong Do, Kang
Dpt. of Public Relations
The Graduate school of Public Relations
Hong-Ik University

This study is aimed at consumer's behavior according to the ad appeal type.

For this, there have investigated empirically.

The results were as follows.

First, general women have concerned on cosmetic magazine ad.

Second, on the ad effect according to personal disposition, brand image ad have beared in mind the best.

Third, the part memoried the best concerning its ad was brand image.

Fourth, on the analysis for the ad appeal type, the rational ad have more effective than rational it.

Sixth, on preference thest of emotional/rational ad, general consumers approximately gave prefer to rational ad.

From the above of results, the Ad marketing policy have to be improved swiftly through combination between the rational and emotional aspect.

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