A Study on the Effectiveness of Online and Mobile Video Advertising in terms of the Product Involvement and Advertising Creative Appeals

??? ????????? ??????????????? ??? ?????? ?????????????????? ?????? ????????? ?????? ????????? ??? ????????? ????????? ????????? ?????????????????????(View Through Rate)??? ???????????????(CTR)??? ????????? ????????? ???????????? ???????????????. ???????????? ??????, ???????????????(CTR)??? ?????? ?????? ?????? ?????????????????? ?????? ???????????????(CTR)??? ??????????????? ???????????? ????????? ?????????. ?????? ???????????? ?????? ????????? ?????? ???????????? ?????? ????????? ?????? ?????? ????????? ????????? ?????? ??????????????? ????????? ????????? ????????????(Cho, 1999, 2003; ?????????, 1997)??? ??????????????? ?????? ????????????. ??????, ?????????????????????(VTR)??? ?????? ????????????????????? ?????????????????? ?????? ?????????????????????(VTR)??? ???????????? ????????? ????????? ?????? ????????? ????????????. ?????? ?????????????????? ?????????????????????(VTR)??? ???????????? ????????? ????????? ????????? ??? ??? ?????????. ??????, ??????????????? ??????????????? ??????????????? ??????????????? ??? ??????????????? ?????????????????? ??????????????? ?????? ?????????????????????(VTR)??? ????????? ?????? ???????????????. ??? ????????? ??????????????? ?????? ?????? ?????? ??????????????? ????????????, ???????????? ?????? ?????? ??? ?????? ?????????????????? ????????? ?????? ???????????? ????????? ?????? ??????????????? ?????? ????????? ?????? ??? ??? ?????????. ??? ????????? ???????????? 1??? ?????? ?????? ????????? ?????? ???????????? ?????? ????????? ?????? ????????? ???????????? ???????????? ????????? ????????? ?????? ?????????????????? ??????????????? ???????????? ????????? ???????????? ?????? ?????? ?????????????????? ?????? ?????? ????????? ????????? ???????????? ?????? ?????? ?????? ?????? ????????? ?????? ?????? ???????????? ????????? ??? ????????? ????????? ????????? ?????????????????? ?????? ????????? ????????? ???????????? ????????? ????????? ????????? ????????????. This study investigated what kind of online and mobile video advertising is more effective in the digital advertising market through the analysis of the content analysis using the actual execution data and results for online / mobile video advertising. Specifically, this study examined differences in VTR(view through rate) and CTR(click through rate) of online and mobile video advertising in terms of product involvement and advertising creative appeals. Three different kinds of advertising creative appeals of online and mobile video advertising - 1) rational / emotional appeals, 2) humorous appeals (yes / no), 3) storytelling appeals (yes / no) - were separately tested by which VTR, CTR are different among groups of creative appeal method. The results of this study show that there is significant differnces in CTR between high and low product involvements while there is no significant differences in VTR between high and low product involvements. It also turn out that rational appeal and storytelling advertising are more effective in VTR than emotional appeal and non-storytelling advertising. The results of this study show that emotional appeal and storytelling are the most important methods of online and mobile video creative