Analysis of Ad Avoiding Factors and Response Strategies : Focusing on case analysis based on advertising platforms

This study aims to analyze the main causes and factors of consumers avoiding advertisements, then to mitigate them and propose advertising strategies that can be effectively applied to advertising design. As a result of the study, it was confirmed that advertising avoidance is compounded by psychological, technical, and social factors, and its pattern and consumer response vary depending on related industries and platforms. In particular, conventional coercive advertising methods tended to further increase advertising avoidance by inducing consumer backlash, but we found that consumer-centered advertising techniques such as native advertising, interactive advertising, compensatory advertising, storytelling advertising, influencer marketing, and customized advertising can contribute to reducing reluctance to advertising and forming a positive brand experience. In order to mitigate advertising avoidance, it is important to design advertising strategies in a way that respects consumer expectations and experiences, rather than simply changing advertising techniques, and the implications of this study are that companies should optimize advertising in a way that builds trust between consumers and brands.