Nearly half of S. Korean consumers influenced by indirect ads: survey

SEOUL, July 6 (Yonhap) -- About 46 percent of South Korean consumers have experienced purchasing goods after they were indirectly advertised in films or on TV programs, a survey said Wednesday. In a recent survey of 743 consumers across the country conducted by the Seoul Metropolitan Government, 68 percent of the respondents partially remembered indirect commercials even after the ending of movies or TV dramas that carried them. Thirty-two percent said they pay attention to indirectly advertised brands or products. In addition, 61 percent said they positively view indirect advertising while only 14 percent answered negatively. As a reason for giving a positive response, 55 percent said the ads help them understand recent fashion trends and 22.5 percent said viewers do not perceive them as commercials. Nearly 13 percent answered that they can get information about new products. The survey also found TV dramas are the most used media for indirect advertisements at 50 percent, followed by movies (20 percent), and TV shows and entertainment programs (9 percent). The survey was conducted online from June 2 to June 15 on the Web site of the Business Service Agency of the Seoul government.