이노베이티브 광고에 대한 수용자 선호 연구

For changes in advertisement, Innovative Advertising, which is an innovative method that changes both contents and formations, is receiving attention. Since advertisement is facing dramatic change, new organizational composition and advertisement production method that suits the new change are now required. But in advance, we need to get consents from everyone in academic and practical fields with conceptual definition of Innovative Advertising. In addition, we need to provide a new strategy direction that is suitable for a new environment by understanding preference types and characteristics of Innovative Advertising audience. As this study has found out theoretical analysis and audiences preference types for the first time, together with special characteristics and strategy for each type, this study will be usefully applied to projects in practices. Moreover, processes to study, observe and verify this new phenomenon called “Innovative Media Advertising” was very interesting and we also had sense of duty to research new situations in advertisement field. From now on, innovation will be strongly required in corporation marketing and Innovative Advertising will play a great role in the field. Therefore, we consider this as the first academic step to find out this kind of social phenomenon. Firstly, this study has divided preference types of audience for Innovative Media Advertising in order to find special characters. Secondly, with the outcome from the first step as basis, two research problems has been concluded in order to formulate strategy of Innovative Advertising. In order to perform the first research problem, we applied Q Method that has purpose of research subjectivity of human and then found out four preference types of consumers for Innovative Media Advertising.