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소구형태변화를 통한 광고의 표준화 수준에 관한 연구
A study on the standardization of advertising through the appeal means change

김기수    (인하대학교 대학원 경영학과  );
  • 초록

    This study does present things to suggest to foreign multinational corporation or domestic corporation through the empirical study on the standardization level. If we summary this study, it is as follows. In chapter I, we did institute the problems and explain the objects and methods and system of the study. In chapter II, we did explain the universality of the culture and international advertisement. Next, we did explain the background of doing specialization strategy and standardization strategy. Also we did study the previous study about the arguements for and against these. Lsat we did institute the hypothesises as follows. - Hypothesis 1 $H_0$ : The use of westerner appeal means has been increased than 11 years before and is able to increase continuously. - Hypothesis 2 $H_0$ : The use of westerner model and knowned has been increased than 11 years before and is able to increase continuously. - Hypothesis 3 $H_0$ : The use of the English language has been increased than 11 years before and is able to increase continuously. - Hypothesis 4 $H_0$ : The use of the west short piece and background has been increased than 11 years before and is able to increase continuously. In chapter III, we did refer to the method of this study. First, we did adjust the measure of standardization index, and we did work coding it, such after the two coder did check the freguency of the appeal meanstype about the advertisement of four daily report. Then we did select eight production as high involvement production and seven production as low involvement. We did test the coder's trust degree on the such sample to be selected through the 't-test' of the SAS statistic program and regression analysis through the spss/ $pc^+$ statistic program to approve the this study's hypothesises. In chapter IV, we did analysis the results of the empirical study on the high or low involvement productions. First, the results of t-test to approve the coder's trust degree is that it is same statistically attentionly the distribution of the sample between coder at 10% attention level. Next, the results of the regression analysis on eight hypothesises are as fellows. In case of high involvement production we are able to speak that the use of the English language appeal among the eight appeals is only standardized. And incase of low involvement production, we are able to speak that the use of the hard-sell appeal among the eight appeds is only standardized. Therefore we did conclude that the standardization level of Korea newspaper advertisement is low. Also this suggests that it will do plan and do the specialzation strategy or localization strategy foreign multinational corporation or domestic corporation in Korea newspaper advertisement. In chapter V, we do present the boundary of this study and new study methods.


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