Effects of Advertising Model Type depending upon Each Form of Advertising upon Advertising Effect

The purpose of this study is to find if there are differences in the effects of advertising depending on the types of forms of advertising divided into PSA and commercial ads and the types of advertising model. Because we have an assumption about the purpose of PSA and commercial advertising is fundamentally different. As this study is to investigate if there would be any difference in the advertising effects towards the types of advertising and forms of advertising model will expect to be able to get the effect of the optimized ads. In this study, students in Jangan University were asked to answer a questionnaire. Excluding non-appropriate 12 respondents, a total of 102 questionnaires were analyzed. Firstly, non-parametric test was used to see if there are differences among the types of advertising model. Secondly, paired-sample t-test was used to see if there are differences between PSA and commercial advertising. Finally, in order to verify the causal effect between the types of ad models and ads, simple regression and multiple regression analysis was conducted. There were different among celebrities, professionals and CEO’s except typical model at PSA, and there were different among celebrities, professionals and the typical model except CEO at commercial advertising. Simple regression results showed that both professionals and CEO model was positive impact on effect of advertising in the case of PSA, respectively. But in the case of commercial advertising, celebrities, professionals and the typical model was positive impact on effect of advertising in the case of PSA, respectively. Especially, it was identified as the most affecting type is celebrities for commercial advertising. These results suggested that appropriate selection of types of model for production of advertising is very important factor. For example, if we create PSA contents, it is more effective to choose professionals or CEO models because they have referent power and trust than cele