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292 10-1

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.
.
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.
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.
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, 2006).
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PPL 293

, .


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294 10-1

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296 10-1

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PPL 297

 (Babin, & Carder 1996; Karrh 1994; Ong, &

Meri 1994; Vollmers, & Mizerski 1994). Karrh(1994) Vollmers Mizerski
(1994) ,
, Babin Carder(1996) 27
(, 2001).
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4)

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1993).
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298 10-1

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. Gupta
Lord(1998) PPL (mode of presentation)
, (visual only),
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.
,

.
,

(Babin, & Carder, 1996; Balasubramanian, Karrh, & Patwardhan, 2006; Finn,
1998; Gupta, & Lord, 1998; Russell, 2002). Finn(1998)
,

. Gupta Lord(1998)
PPL 299

 .
PPL
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<Raising Arizona> 5
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(1999) <> PPL .

.

.

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300 10-1

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.

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PPL 301

50 .

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302 10-1

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PPL 303

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2005).
304 10-1

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306 10-1

< 2>

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3.890
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3.163
3.436

.990
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3.397
2.862

1.643
1.627

2.297
2.194

1.230
1.171

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(A)

2.658
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1.166

1.868
.073
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.389

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16.587
.407
13.898

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.488
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.001
.485
.003

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.689
.752
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p.05). ,
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95%
.

PPL 307

90% (F=2.836, p=.093),

.

6.

1)

.
,
.
,
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.
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PPL(product placement) BPL(brand placement) ,

.
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, 242
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.
,
308 10-1

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.
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.

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PPL 309

 .
PPL
(Babin, & Carder, 1996; Karrh, 1994; Ong, & Meri, 1994; Vollmers, & Mizerski,
1994),

.

.
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310 10-1

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PPL 311


.
PPL

.
,
.

312 10-1

(1996). , , .
(2002). : TV-CF PPL ,
.
(2001). ,

, 8, 1-17.
(2006. 10. 8). . .
(1999). (product placement): ,

, 6(2), 1-21.
(1997). , .
(2003). , ,

5(1), 68-64.
: 2007 (2007.4.2). .
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1, 273-274.
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, , 15(3), 91-112.
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(2006. 2. 6). , .
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, 9(4), 25-55.
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25, , 29-50.
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, 17(4), 23-37.
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.
(1996). (Advertising Dictionary).
(2003). .
, 524-529.
(1996). .

PPL 313

Babin, L. A. and Carder, S. T. (1996). Viewers Recognition of Brands Placed within a

Film, International journal of advertising, 15(2). 140-151.
Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience Response to
Product Placements: An Integrative Framework and Future Research Agenda,

Journal of Advertising, 35(3), 115-141.

Dieke, P. U., & Karamustafa, K (2000). Cooperative Marketing in the Accommodation
Subsector: Southeastern Mediterranean Perspectives, Thunderbird International

Business Review, 42(4), 467-494.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior, 8th ed., NY:
The Dryden Press.
Finn, A. (1998). Print Ad Recognition Readership Recognition. An Information Processing
Perspective, Journal of Marketing Research, 25, 168-177.
Fishbein, M. & Ajzen, I. (1980). Understanding Attitudes and Predicting Social Behavior,
NJ: Prentice Hall.
Gupta, P. B. & Lord, K. R. (1998). Product Placement in Movies: The Effect of Prominence
and Mode on Audience Recall. Journal of Current Issues and Research in

Advertising, 20(1). 47-59.

Karrh J. A. (1994). Effects of Brand Placement in Motion Pictures, In C.S. Madden (ED).

Proceedings of the 1004 Conference of American Academy of Advertising, 90-96.

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-based Brand
Equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (1998). Strategic Brands Management: Branding, Measuring, and Managing

Brand Equity. NJ.: Prentice Hall.

Kotler P. H. (2005). Marketing Management 12th Edition, Prentice Hall, Inc.
Miller, S. & Berry, L. (1998). Brand Salience versus Brand Image: Two Theories of
Advertising Effectiveness, Journal of Advertising Research, 38, 77-82.
Ong, B. & David, M. (1994). Should Product Placement in Movies Be Banned?, Journal

of Promotion Management, 2(3/4), 159-175.

Palmer, A. (2007). Cooperative Marketing Associations: An Investigation Into the Causes
of Effectiveness, Journal of Strategic Marketing, 10(2), 135-156.
Park, C., Sung, Y., & Allan D. S. (1996). Composite Branding Alliances: An Investigation
of Extension and Feedback Effects. Journal of Marketing Research, 33(November),
453-466.
Roslow, S., Laskey, H. A., & Nicholls, J. A. (1993). The Enigma of Cooperative
Advertising, The Journal of Business and Industrial Marketing, 8. 70-79.
Russell, C. A. (2002). Investing the Effectiveness of Product Placements in Television

314 10-1

Shows: The Role of Modality and Plot Connection Congruence on Brand Memory
and Attitude, Journal of Consumer Research, 29, 306-317.
Simonin, B. L. & Ruth, J. A. (1998). Is a Company Known by the Company It Keeps?
Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes.

Journal of Marketing Research, 35(February), 30-42.

Spethmann, B. & Benezra, K. (1994). Co-Brand or Be Damned, Brand Week, 20-24.
Till, B. D. & Baack, D. W. (2005). Recall and Persuasion: Does Creative Advertising
Matter?, Journal of Advertising, 34(3), 47-57.
Venkatesh, R., Vijay M., & Eitmu, M. (2000). Dynamic Co-Marketing Alliances: When and
Why Do They Succeed or Fail, International of Research in Marketing, 17, 3-31.
Vollmers, S. & Mizerski, R. (1994). A Review and Investigation into the Effectiveness of
Product Placements in Films, Proceedings of 1994 Conference-American Academy

of Advertising, 4, 97-102.
Zaichkowsky, J. L. (1994). The Personal Involvement Inventory: Reduction, Revision,
Application to Advertising. Journal of Advertising, 23(4), 59-70.

2007 11 30 / 2008 1 7

PPL 315

Abstract

The Impacts of Brand Awareness and Brand

Prominence on the Effectiveness of the PPL Type of
Cooperative Advertising

Chung, Man-Soo
Ph. D. Professor, Dept. of PR & Advertising, Sookmyung Womens University

Kim, Yeon-Hee
M. A. Dept. of PR & Advertising, Sookmyung Womens University

Han, Kyoo-Hoon
Ph. D. Assistant Professor, Dept. of PR & Advertising, Sookmyung Womens University

This study explores the PPL type of cooperative advertising, a recently

popular form of co-marketing, and examines how the sub-brands awareness
and visual prominence influence its advertising effectiveness. The study employed the 2x2 factorial design for the main experiment with 242 participants.
The results contradicted our expectations as the expected ad effect for
sub-brand awareness was not to be seen with cooperative advertising. This
means that no meaningful difference was found in regard to brand recall, brand
attitude, and purchase intent. Also, another analysis for the ad effect on
sub-brand prominence showed meaningful differences in brand recall and purchase intent, but not brand attitude, suggesting that it is more effective to focus
on brand prominence rather than brand awareness in cooperative advertising.
Based on the findings, additional implications were discussed on the theoretical
and managerial perspectives.
key words : cooperative advertising, PPL(product placement), advertising
effectiveness, brand awareness, brand prominence

316 10-1