총 91페이지

목 차
Ⅰ. 문제의 제기··············································································· 1
Ⅱ. 이론적 배경··············································································· 5
1. 옥외광고의 정의와 유형 변화 ····································································7
2. 변화된 디지털 OOH를 적용한 옥외광고의 경향과 사례························8
3. 광고 창의성의 개념과 속성········································································10
4. 디지털 옥외광고의 유형 분류····································································11
5. 크리에이티브 유형별 디지털 옥외광고의 효과······································13
Ⅲ. 연구방법·················································································· 16
1. 디지털 옥외광고의 유형에 대한 내용타당지수 검증····························18
2. 디지털 옥외광고의 광고효과 검증을 위한 설문조사····························18
Ⅳ. 연구 결과················································································ 22
1.
디지털 옥외광고의 새로운 유형 제시 ··················································24
2. 디지털 옥외광고의 유형별 광고효과························································35
Ⅴ. 결론 및 논의··········································································· 50

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