총 48페이지

제 1장 연구배경 ········································································································1
제 2장 문헌연구 ········································································································3
1. 야립광고의 정의 및 특징·································································································3
1) 야립광고의 개념············································································································· 3
2) 표준규격 및 형태·············································································································3
2. 아이트래킹 관련 문헌연구·······························································································5
1) 아이트래킹 기술의 특징 및 장점·················································································5
2) 아이트래킹 적용 광고효과 선행연구 ·········································································8
3) 국내의 아이트래킹을 활용한 옥외광고 효과측정 연구 ·······································10
4) 해외의 아이트래킹을 활용한 옥외광고 효과측정 연구 ·····································11
① 영국····························································································································
② 미국····························································································································
③ 호주····························································································································
④ 일본····························································································································
3. 옥외광고 효과의 개념 및 관련 연구···········································································19
1) 옥외광고 효과 연구의 흐름·························································································19
2) 인지적 차원의 효과·······································································································19
4. 옥외광고 효과에 영향을 미치는 요인 ·······································································21
1) 물리적 특성 ···················································································································22
2) 광고시안의 특성 ···········································································································24
3) 수용자 특성 ···················································································································26
제 3장 연구방법 ······································································································28
1. 조사 대상지역 선정·········································································································29
2. 조사 대상자 선정·············································································································29
3. 조사방법··························································································································

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