총 153페이지

1) 미국의 옥외광고 효과측정 현황···················································································47
(1) 미국 옥외광고물 현황··········································································································47
(2) 미국 옥외광고 효과측정······································································································49
2) 영국의 옥외광고 효과측정 현황···················································································54
(1) 영국 옥외광고물 현황··········································································································54
(2) 영국 옥외광고 효과측정······································································································56
3) 호주의 옥외광고 효과측정 현황···················································································68
(1) 호주 옥외광고물 현황··········································································································68
(2) 호주 옥외광고 효과측정······································································································70
4) 일본의 옥외광고 효과측정 현황···················································································76
(1) 일본 옥외광고물 현황··········································································································76
(2) 일본 옥외광고 효과측정······································································································78
5) 중국의 옥외광고 효과측정 현황···················································································80
(1) 중국 옥외광고물 현황 ········································································································80
(2) 중국 옥외광고 효과측정······································································································81
제 3 장 연구문제 및 연구방법 ●
85
1. 연구문제 ·················································································································85
2. 연구방법··················································································································86
1) 주요 방법론 ···············································································································86
(1) 전문가 심층인터뷰················································································································87
(2) 전문가 설문지·······················································································································
(3) 수용자 설문지·······················································································································
2) 지역과 광고물의 선정 ································································································88
(1) 전문가 심층인터뷰················································································································88
(2) 후보 지역 7곳 선정 ············································································································91
(3) 전문가 설문························································································································
(4) 변수 측정을 위한 지역과 광고물 선정 ··········································································92
3) 변수 선정 방법···········································································································92
(1) 문헌고찰·························································································································
(2) 전문가 심층인터뷰················································································································93
(3) 전문가 설문지·······················································································································
xiv

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