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< 귀중 >. 2004 년도 광고에 대한 일반 소비자 의식조사 결과 보고서. December 27, 2004. 중앙리서치 Core Research & Consulting TEL (02)716-7200 FAX (02)716-7345 3,4,7F SEOBO bidg, 113, Cheongpa-dong, Yongsan-ku, Seoul, Korea. 목 차. Part 1. 조사 개요 1. 조사 목적 2. 조사 설계 3. 응답자 특성 Part 2. 조사 결과 Ⅰ. 광고에 대한 신뢰도 - PowerPoint PPT Presentation

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1December 27, 2004
*
2. ·
3. ·
4. ()
5. ·
6. ·
.
1. ()
2.
3.
Part 3.

,


(Key Objectives)
2


*

1. ()
, TV 58.2% , (45.2%),
(39.7%), (30.7%) , TV

(, ) (TV, )

[4 (:)] :
4 : 4 , ‘ ’-4, ‘ ’-3,
‘ ’-2, ‘ ’-1 ,
.
2. – (1) TV
, TV ,
2004 MCR , TV
,
, TV
4

45.2%,
, (2004, MCR )
,
, ,
4
*

TV ,
39.7% , 60.3%
, ,

4
*

30.7%
, 40 , 30%
, 50% (2004, MCR , 26.5%, 47.6% )
,

*
1. ·
‘ ’ ‘ ’, ‘ ’

, 61.8% ‘ ’ ,





2. ·
· 74.7%, 79.7% ,
·
, TV ,
·
, , , 20~30 80%
·
< Base = 600/=% >
3. ·
· 56.5%, 57.7% ,
· , ·

· · ,
,
< Base = 600/=% >
4. ()
79.2%, 72.3%

TV

,
< Base = 600 / =%>
< Base = 6,000 / =>
5. ·
· ‘’ 84.8%, ‘’ 40.0%
,
(, )
< Base = 600 / =%/>
6. ·
· 44.2% ‘ ’
, ‘ ’

< Base = 600 / =%>
1. ()

TV

< Base = 600 / =%>
*
2.
·
95.0%
48.4% ‘ ’ , ‘ (30.9%)’, ‘
(14.0%)’ ,

30 ‘ ’ 50%
, 40 ‘’


95.0%

3.
78.7%
,
,

< Base = 600 / =%>
< =(5 )>

*
, 40%
,
TV 58.2% , 30.7% ,

, TV
1.
‘ (47.7%)’, ‘ (22.2%)’

· · ()

· · ()
· ,

· ,

44.2% ‘ ’ ,
‘· ’
,
2.
*
·
95.0% ,
48.4% ‘ ’ ,

,
78.7% , 6%
3.


95.0%

·
·





0.5%


4.5%
3.3
2.02.2
54.8
43.2
37.5
29.8
39.0
48.5
51.2
57.2
2.86.3
9.2
12.2
0.8


26.3
20.0
57.0
58.0
15.3
21.2
1.3
0.8


47.7
22.2
16.7
7.7
4.7
1.2
3.3
2.02.2
54.8
43.2
37.5
29.8
39.0
48.5
51.2
57.2
2.86.3
9.2
12.2
0.8