| Abstract |
| Today, enterprises use several image media as a publicity measure to investigate customer responses before releasing products or improve brand awareness. Among them, a medium with the biggest riffle effects is PPL advertisement of TV drama or variety program. Drama PPL advertisement which is continuously exposed induces spectators obtain consumption desire naturally by showing actually using scenes to consumers while a hero eats, wears and touching directly. At the same time, they have positive awareness on the brand and accept it a little more easily. Among the various effects of PPL advertisement, this research studied on effects of PPL advertisement which is continuously exposed to drama on sales and corporate effective measures of PPL advertisement through the preceding researches that expressive method of domestic PPL drama can obtain sleeper effects and excitation transfer effect. And, it analyzed on effects obtained after PPL exposure by focusing on the cases of dramas, `Gentlemen`s nobleness`,`The winter, it`s windy.`,`Heritors`. It was concluded that it will be able to appeal to consumers more naturally and friendly, brand image will be improved and sales will be increased if planning PPL advertisement by utilizing sleeper effects and excitation transfer effect effectively based on the cases PPL is actually applied to the field of drama. |
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| Key Words |
| PPL 광고, PPL의 효과, 브랜드, PPL ads, PPL effect, Brand |
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