대학 이미지 개선요인으로서의 간접광고 효과 연구

This study intends to suggest PPL(Product Placement) as an effective PR plan for local universities facing the problem of the lack of high school graduates. It tries to empirically analyze the effects of PPLs in a movie on enhancing the images of a university which is a part of the movie setting and on students' willingness to apply to the university. A series of three experimental procedures are undertaken in order to explore and compare the controlled effects of (1)the local university's PPL in film, (2)its direct promotion to the students, and (3)the university's own PR films. The dependent variables in use in the study are generated based on the university's five image constructing factors, such as (1)expectancy in human relationship, (2)opportunity, (3)future, (4)university value, (5)external reputation. Findings from one-way ANOVA show that the movie PPL exposure help enhance the positive images of the university throughout all the image constructing factors compared to the university's direct promotion. Also, the PPL is partly more decisive variable than the university's own PR films in forming better images of the university. Exposure to the university's own PR films tends to have stronger effects in the university's positive image shaping than the university's direct promotion.