[Survey report] 가상광고와 간접광고(PPL)에 관한 수용자 인식 조사
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2010년 1월 방송법 시행 개정안을 통한 규제 완화로 간접·가상 광고가 확대되고 있습니다.가상광고와 간접광고에 대한 소비자 인식 및 수용 형태를 조사 분석한 보고서입니다.
Transcript of [Survey report] 가상광고와 간접광고(PPL)에 관한 수용자 인식 조사
- 1. SURVEY REPORT (PPL) DMC
2. Contents. . . . 3. I. 4. (PPL) 2010 1 , , , (PPL) : 5. (PPL) 2012 12 31, ! TV , 2013 22.1% 1,184 , (2010) 50 ! (PPL) : : ? 2010( ) 2011( ) : (2009) : 6. . 7. 2011 6 2 ~ 2011 6 15 (eDM ) 734 ( : 437 / : 297 ) - (PPL) , , - , , - 8. . 9. 10. (PPL) (PPL) 85.8% 85.8% (PPL) (59.5%)> / (47.8%)> (37.1%)> (26.2%) 10 10 < > 11. (PPL) (long-term memory) 66.6%, (PPL) , 66.6% (20.4%) (7.6%) < PPL > < _ PPL >( N=734 ) 12. (PPL) (50.1%) (PPL) 50.1% (19.9%)> (12.9%)> / (10.2%)> (6.3%) > , (24.0%) , (59.6%) < >< _ > ( N=734 ) 13. (PPL) (PPL) (24.4%), (22.1%) (21.5%), (19.2%) < >< _ > * , Appendix 14. (PPL) (PPL) 85.3% , 51.7% 67.6% PPL ! 38.3% PPL , < PPL PPL > 15. (PPL) , (mind share) 31.7% PPL (36.4%), (16.8%) 53.2% (30.9%), (66.1%) TV (mind share) < PPL >< PPL >( N=734 ) 16. (PPL) TV 54.7% TV . , 59.9%, 51% , 10.5%, 6.4% (52.4%), (42.9%), (25.7%) < >< _ > 17. (PPL) , (52.4%), (42.9%), (25.7%) TV (36.1%) , (46.8%), (12.1%) , (29.5%),(20.8%) < PPL >< PPL _ > 18. (PPL) , TV , , * , Appendix < > 1 - 27.3 / 2 - 23.9 1 - 27.5 / 2 - 24.2 1 - 36.6 1 - 30.8 / 2 - 25.0 1 - 27.4 / 2 - 21.7 1 - 27.4 / 2 - 25.7 19. (PPL) 2/3 (64.4%) (N=734) 2/3 64.4% 21.7% 13.9% < (PPL) >( N=734 ) 20. (PPL) , 55% , , (22.5%)> (12.7%)> (9.8%) 28.1% , 28% . < (PPL) > < (PPL) > ( N=473 )( N=101 ) 21. (PPL) < > ( N=734 ) 22. . () 23. 75.1% , 78.3% 70.4% < _ > 75.1% 24.9% ( N=734 ) 78.3% 21.7% < _ > 70.4% 29.6% ( N=734 ) < _ >( N=551 ) 24. 20 30 88.1% 75.1% 13% () 20 30 < _ > 88.1%( N=734 ) 11.9% 9.8% 90.2%< _ > ( N=734 ) 85.2% 14.8%< _ > ( N=551 ) 25. , 65.7% (64.4%)> (49.3%) < > 26. , (39.55) , (35.75)> (24.8%) (49.4%) , (30.8%)>(19.8%) , < > < >( N=734 ) 27. ! 81.4% 42.8% 35.6% , 30.4% 2010 3 1 / , 1/3 , < > ( N=734 ) 28. _ 1/3 36.8% 26.4% < > < > ( N=647 ) 29. 57.1% 10.9% < > ( N=734 ) 30. ! 45.8% , (37.2%)> (12.2%)> (4.3%) 43.8% , (37.5%)> (13.8%)> (5%) < >< >( N=429 ) ( N=80 ) 31. . ( ) 32. ! 74.5%, 37.2% , PPL 65.3%46.2% , / 58.1% 47% < _ >( N=734 ) 33. 45.7% . , 48.1% , 24.5% , 37.2% 28.2% < _ >( N=734 ) 34. . 35. , ! , , , , TV , , , , , 36. Appendix_ * (PPL) . 37. Appendix_ -2010 - 4 . 1 . . . . * . 38. [email protected]@dmcmedia.co.kr
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