매체 환경변화에 따른 POP광고에 관한 연구

Abstract

The emergence of the Internet and an increase in the number of the users lead the electronic commerce market in Korea to advance into a full-scale growth stage. A rapid growth in the quality of transactions of trade using the Internet expands the magnitude of the environment in which consumers purchase products from a practical saleroom to a virtual space, so-called the Internet, not to speak of changes in marketing communication. Inasmuch as advertisement in electronic commerce provides consumers with information needed for products and motivates their purchasing power, it is accepted as a concept like POP(Point of Purchase) advertising. The existing POP(Point of Purchase) advertising is the kind of advertisement that induces purchasing power in an environment, called saleroom, while POP advertising in electronic commerce arouses purchasing power in an expanded virtual space, called the Internet, with distribution channels to directly reach purchase by advertisement. POP advertisement expanded by electronic commerce is the same as a practical saleroom in concept but its forms and characteristics vary with the environment of media. POP advertising in electronic commerce is not restricted by time and space, as compared with that of the practical saleroom, being able to advertise lots of products via clicking sites such as Link, Hyper Link, etc. Furthermore, replacement or corrections of advertisement can be made with ease to meet the needs of a short product life cycle. POP advertising in electronic commerce is recommended to keep itself away from the kind of advertisement that is nothing more than reasonably making known products to the public, and instead to satisfy the pleasure and curiosity that consumers want. Concurrently with this, advertisement is required to be shifted to POP advertising by active interaction that induces active participation of consumers by leading them to indirectly experience the products. Besides, it it expected that the kind of POP advertising that is capable of maximizing the joy of shopping would be feasible when Internet virtual reality imminently approaching to us is realized on a full scale by dint of the development of ultrahigh speed communication network and techniques.