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http://dx.doi.org/10.9717/kmms.2020.23.11.1435

Exploratory Discussion on Outdoor Video AD Effects: Focusing on Exposure Environment of Administration's ADs  

Song, Seungyeol (Dept. of Mass Communication, Graduate School, Pukyong National University)
Kwak, Ju Yeong (Dept. of Digital Contents Design, Ulsan College)
Kim, Jung Kyu (Dept. of Mass Communication, Pukyong National University)
Publication Information
Journal of Korea Multimedia Society / v.23, no.11, 2020 , pp. 1435-1445 More about this Journal
Abstract
Advertising is a communication that aims to persuade you through communication. Local governments are enforcing a lot of budget for outdoor advertisements and exposing advertisements to various media. However, in the case of outdoor advertisements, advertisements are executed without considering the specificity of the exposure environment, so it is inferior to the budget input. Therefore, this study aims to help local advertisement agents, producers, and related parties by classifying components by combining video analysis methodology and video ad analysis methodology for effective message delivery and immersion in local outdoor advertising. As a discussion to provide an efficient production methodology for outdoor advertising video production in the future, it is an extension of exploratory research through content analysis.
Keywords
Advertising Effectiveness; Advertisements of Local Government; Local Government; Soundless Exposure of Advertisements; Exposure Environment;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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