PPL 속에 제시된 상표에 대한 모자이크 처리의 간접광고 효과

Indirect Advertisement Effect on Mosaic of Brand Containing PPL The purpose of this study was to examine indirect advertisement effect on mosaic of brand containing PPL. For this study, one TV drama in MBC were selected. A research was made on college students who live in chonan. The subjects who participated in this experiment were 388 university students. Subjects received credits in return for their participation. The subjects were randomly assigned to eight treatment conditions associated with mosaic, model and brand. Data collection used experimental method and recognition method to measure the advertising attention rate by the amount of advertising. The indirect advertisement effects measured memory, attitude and behavior of subjects(consumers). The statistical package for social science (SPSS/PC+) was used for data analysis. T-test, two way anova, and frequency analysis were performed to evaluated the signifi- cances between the mean rating given to the free newspaper's advertising by the subjects. The results show that audience mosaic effects and well-known brand on the advertising recognition. It implicates that when PPL is used, both well-known model and brand bring higher effect, as well as the scene in which PPL is put should be considered carefully. This study can provide the data for efficient media planning to TV drama mosaic.