This study carried out an empirical analysis on the long-term effects of a marketing communication strategy used as a means of promotion(advertisement, free gift) of Christmas cake despite its high costs. Such verification results were considered to provide as important core elements for successful management in the bakery industry. By utilizing SPSS and AMOS, exploratory factor analysis(EFA) and confirmatory factor analysis(CFA) were conducted for the validity of the measurement items, and Structural Equation Model(SEM) was performed to verify the hypothesis. The analysis result is as follows. First, advertisement attribute(${eta}$=0.269, t=4.512, p,<0.001) and free gift attitude(${eta}$=0.293, t=5.043, p<0.001) had a positive influence on trust. Second, trust had a positive influence on purchase intention(${eta}$=0.513, t=8.677, p<0.001). Third, advertisement attribute(${eta}$=0.104, t=1.966, p,<0.05) and free gift attitude(${eta}$=0.204, t=3.817, p<0.001) had a positive influence on purchase intention. Lastly, advertisement attitude appeared different by advertisement types(actors and animation), and ads with an actor were evaluated high than animation ads. Also, gift attitude appeared different by gift types(speaker doll/character hat and turtleneck muffler), and a turtleneck muffler was evaluated high than a speaker doll or a character hat.