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The Communication Effect of Cause-Related Advertising(CRA) Message
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공익연계 광고의 메시지 소구 유형과 기부수준의 명확성 정도가 광고효과에 미치는 영향

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Type
Academic journal
Author
Journal
Korean Association for Advertising and Public Relations The Korean Journal of Advertising and Public Relations Vol.7 No.4 KCI Accredited Journals
Published
2005.10
Pages
347 - 372 (26page)

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The Communication Effect of Cause-Related Advertising(CRA) Message
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This study investigated critical factors-ad message appeal, cause- related message vagueness, donation rate, and audience cognition-which can influence the effectiveness of cause-related advertising (CRA) with experimental method, The results show: ① the CRA message should be clearer to achieve more favorable Aad (attitude toward advertising), Ab (attitude toward the brand), and PI (purchase intention), ② in the case of lower-involvement product, weak donation rate ad was more effective than stronger rate (25%) of donation ones. However, in the case of higher-involvement product, no significant differences among different donation rates were found, ③ The advertising appeals did not have any significant effects, within the higher social Issue-related anxiety group the appeal type influenced the ad effectiveness. This reflects that higher IRA(Issue-related anxiety) group is highly involved in the cause-related message and the information should be processed actively, ④ Within the higher IRA group with lower-involvement product, interaction effect between appeal type and donation rate was verified. Especially, the PI reached higher score with 5% of donation rate and information appeal. However, as the donation rate increased, transformational appeal was more effective. A variety of managerial implications are available to solve what to say and how to say, which most practitioners should face. Most of all, the donation rate should be moderated for different target groups. The CRA, which consumers help other with purchasing products, should have different message strategy by product type, donation rate, appeal type, etc. The IRA, which the current study explored, is needed to be investigated with more sophisticated measures in the following studies. In fact, it was confirmed that higher IRA consumer groups were more preferable to the CRA message. This also verifies the importance of consumer characteristics for enhancing the effectiveness of CRA. It is also implied that any sophisticated CRA message stimulating the altruism and affective entity should be more effective.
#공익연계 광고 #광고메시지 #메시지 명확성 #기부수준 #소구유형 #사회염려 수준 #cause-related advertising #cause-related message #donation rate #audience cognition

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References (38)

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, 2001 , 공익연계 마케팅이 소비자 반응에 미치는 효과 광고학연구 12 (3) : 31 ~ 52 google schola , 1994 , 사회공익연계 마케팅에 관한 실증적 연구 google schola , 2002 , 광고유형과 오디언스 특성이 공익광고의 효과에 미치는 영향 광고학연구 13 (5) : 177 ~ 200 google schola , 2001 , 공익광고메시지의 귀인효과에 관한 실증연구 메시지 프레이밍 중개요인들을 중심으로 광고학연구 12 (4) : 7 ~ 35 google schola , 2000 , 공익연계 광고 메시지가 소비자의 의사결정 과정에 미치는 영향 상표친숙도와 공익적 특성의 매개 역할을 중심으로 광고연구 49 : 231 ~ 249 google schola

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UCI(KEPA) : I410-ECN-0101-2015-320-002915877