인터넷 광고 유형에 따른 커뮤니케이션 효과에 관한 연구 : 전면광고의 커뮤니케이션 효과를 중심으로

In the case of the most common banner advertisement(468 X 60), the drastic decreasing in clicks through rates(CTR) have called its effects into question. In these circumstances, the advertising types using bigger media than existing banners have come into being big banner, thus intensifying the degree of its compulsory exposure. Studies based on the hierarchy effects model have come up with differing results and, therefore, it is hard to reach an indisputable conclusion on the communication effects of the internet advertisement. Against this backdrop, this paper presents a new study reporting on how the effects of communication. The study divides the effects of advertisement communication into three categories: the recognition effect, the attitude effect and the behavior effect. Three types of advertisement are cited as Independent variables; i.e. the traditional banner advertisement (468x60), the rectangle advertisement (360x300) and the full page advertisement (640 x480). According to the result of this study, in the case of the recognition effect, both groups exposed to coffee(a low involvement product) advertisement and to car(a high involvement product) advertisement have proved that the bigger the size of the Internet advertisement, the higher effect of communication. (Banner ads < Rectangle ads < Full-page ads). In the case of the attitude effect and the behavior effect, however, these two groups have come up with different results; i.e. the group exposed to the coffee advertisement reacted differently from the group exposed to the car advertisement. In other words, the bigger the size of advertisement, the lower the effects in the case of the group exposed to the care advertisement (banner ads>rectangle ads>full page ads) and as the size increased so did the effect in the case of the group exposed to the coffee advertisement (banner ads<rectangle ads<full page ads).