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본 연구는 케이블 TV 방송에서 동일한 광고에 반복 노출됨에 따라 광고효과가 높아지는 wear-in과 동일한 광고에 반복노출에 따라 광고에 대한 반응이 떨어지는 현상인 wear-out에 관한 연구이다. 즉, 프로그램에서 유발되는 각성, 광고 시간제시 유무 그리고 인지욕구에 따라 광고효과 wear-in과 wear-out은 어떠한지 알아보았다. 연구결과는 다음과 같다. 첫째, 광고의 반복노출횟수에 따른 wear-in은 주 효과가 나타나지 않았다. 그러나 wear-out에서는 강한반복이 약한 반복보다 더 높은 것으로 확인되었으며, 주 효과가 확인되었다. 둘째, 광고의 반복노출 횟수와 광고 남은시간 제시 유무에 따른 wear-in과 wea-out 모두 상호작용 효과가 확인되었다. 셋째, 프로그램의 각성이 낮은 드라마가 반복광고에 의한 wear-in이 더 높은 것으로 확인되었다. 그러나 wear-out은 각성이 높은 오락프로그램이 더 높은 것으로 나타났다. 이들 변인간의 상호작용 효과는 모두 확인되었다. 넷째, 프로그램 각성과 광고 반복노출 횟수에 의한 wear-in과 wear-out에는 상호작용 효과가 나타나지 않았다. 다섯째, 인지욕구에 따른 반복광고효과 wear-in을 확인한 결과, 인지욕구가 높을수록 더 효과적인 것으로 확인되었다. 그러나 wear-out에서는 유의미한 차이가 나타나지 않았다. 본 연구 결과는 케이블방송 광고매체전략 수립을 위한 시사점을 제공하였으며, 향후 연구의 제언사항도 함께 제시하였다.
This study examined the wear-in and wear-out of advertising effects according to arousal, presentation of advertising time, and cognitive need caused by repetition advertising and cable television programs. The results of experimental study for verification are as follows: First, for wear-in, there was no significant effect of exposure frequencies. For wear-out, however, it was found that significant effect of strong repetition was higher than that of weak repetition. Second, for both wear-in and wear-out, interaction effect of exposure frequencies and presentation of advertising time left was found. Third, drama which has low broadcast program arousal showed higher wear-in for repetition advertising, while entertainment program which has high arousal showed higher wear-out. Fourth, there was no interaction effect for both wear-in and wear-out of program arousal and advertising exposure frequencies. Fifth, the examination of wear-in of repetition advertising effect for cognitive need showed that the higher cognitive need is, the higher the repetition advertising effect is. But no difference in cognitive need was found for wear-out. These results provide implications for establishing advertising media strategy for cable broadcasting, as well as suggestions for further studies.
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