초록

학계의 연구자들과 실무자들은 광고캠페인이 소비자반응에 직접적인 영향을 미치는 영향을 주로 분석해 왔기 때문에 광고가 소비자 반응에 미칠 수 있는 간접적인 경로에 대한 가능성을 탐색해 오지 않았다. 그러나 최근 직접판매 방식만을 사용하는 회사가 제품에 대한 대중적인 광고캠페인을 전개하여 좋은 매출성과를 내는 현상이 목격된 바 있다. 이 회사는 다단계 판매방식을 갖고 있어 일반 매장을 이용하지 않고 영업사원을 통해서만 제품을 판매하고 있었다. 본 연구는 이러한 회사가 광고캠페인을 전개하는 의사결정을 내리게 된 배경을 탐색한 후 광고가 영업사원들의 영업효율성 향상을 통해 소비자 반응에 영향을 미치는 간접적인 경로를 확인하게 되었고, 그 결과 광고가 소비자반응에 미치는 직접 및 간접경로에 대한 모형을 제안하였다. 이 모형을 검증하기 위해 연구자들은 직접판매 방식만을 사용하는 회사의 지원을 받아 그 회사의 영업사원들 227명을 대상으로 인터넷을 통한 설문조사를 실시하였다. 설문조사에서 응답자들은 광고캠페인이 전개되기 전에 영업활동을 시작한 사람들로 제한하였다. 본 연구는 영업사원들로부터 회사의 촉진활동, 자신의 영업활동 및 소비자들의 반응에 대한 인식을 측정했고, 이러한 질문은 광고캠페인이 전개되기 전과 후로 구분되어 비교･분석되었다. 분석결과 영업사원들은 회사의 광고활동이 소비자 반응에 직접적으로 영향을 미치지 못하는 것으로 인식하고 있었다. 그러나 영업사원들은 회사의 광고활동이 자신들의 영업활동을 도와주고 있고 제품 광고를 접한 소비자들은 자신들의 영업활동에 더 호의적으로 반응하고 있다고 응답하였다.

키워드

광고 캠페인의 직접 효과, 광고 캠페인의 간접 효과, 직접판매 방식, 영업활동의 효율성

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