• Journal of Digital Convergence
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• v.12 no.9
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• pp.111-121
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• 2014

This study is designed to predict the total ad expenditure of Korea, and six media ad expenditures in 5 years based on the past 20 years ad expenditure date. We use annual data published by Cheil Worldwide advertising data analysis. Time series, SUR method, exponential smoothing method and regression analysis were used for exploring the data. The results showed that the total advertising expenditure in 2018 is predicted to 10,873 billion wons. On the basis of the findings, implications are discussed for academicians as well as practitioners.

• The Journal of the Korea Contents Association
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• v.9 no.8
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• pp.341-349
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• 2009

This study compares the relative effectiveness of affective factor(Ad attitude) and cognitive factor(Brand cognition) on brand attitude among three ad types - direct comparative, indirect comparative, and noncomparative ads. The results showed that in direct comparative advertising context the brand cognition is dominant in determining brand attitude. In indirect comparative advertising context brand cognition is also dominant in determining brand attitude, but the difference is less than direct comparative advertising. In noncomparative advertising context the ads attitude is dominant in determining brand attitude. According to research outcomes, it could be said that direct comparative advertising is more effective than indirect comparative advertising.

• Management & Information Systems Review
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• v.32 no.5
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• pp.101-117
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• 2013

This study compares the relative effectiveness of affective factor(Ad attitude) and cognitive factor(candidate cognition) on candidate attitude among three ad types - direct comparative, indirect comparative, and noncomparative ads. The results showed that in direct comparative advertising context the candidate cognition is dominant in determining candidate attitude. In indirect comparative advertising context candidate cognition is also dominant in determining candidate attitude, but the difference is less than direct comparative advertising. In noncomparative advertising context the ads attitude is dominant in determining candidate attitude. According to research outcomes, it could be said that direct comparative advertising is more effective than indirect comparative advertising in political advertising area.

• Information and Communications Magazine
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• v.28 no.12
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• pp.32-41
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• 2011

광고는 제조, 유통, 서비스 등의 산업에서 공급하는 재화 등에 대한 정보를 확산시키고 소비자가 이의 재화에 대한 거래를 성립시키기 위한 수단이며 광고주가 미디어 기업 등에게 지불하는 광고비는 미디어 기업에서 양질의 콘텐츠를 제작 유통 할 수 있는 주요한 재원이다. 즉, 미디어는 광고주와 수용자가 공존하는 대표적인 양면시장이며 여기서 광고는 해당 시장을 유지하게 하는 중요한 수단이다. 이처럼 미디어 환경과 광고산업은 밀접한 관계를 가지고 있으며 이는 미디어 환경 및 광고 관련 규제에 국내 광고시장이 의존하고 있다는 것을 보여준다. 이에 본고에서는 최근 논의되고 있는 중간광고, 간접광고, 종합편성 채널 PP도입, 인터넷광고 시장현황 및 전망 등에 대하여 고찰하였다. 중간광고 등의 규제 완화는 국내 광고 시장에 직접적으로 성장 가능성에 영향을 주고 있으나 이는 미디어 이용자의 이용행태를 고려하여야 할 것이다. 또한 종합편성 채널 PP도입은 해당 사업자가 제작비에 투자하는 정도에 따라 시청률에 영향을 주며 이의 효과로서 광고비가 증가된다는 결론이 도출되었다. 다만 지상파, 유료방송 고려시 순증효과와 대체효과가 공존하며 이의 결과 전반적으로 광고시장의 성장이 전망되었다.

• Cement
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• s.42
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• pp.11-15
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• 1971

• The Journal of the Korea Contents Association
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• v.15 no.11
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• pp.58-73
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• 2015

For the purpose of achieving ad novelty, certain types of ads are frequently created to gain consumers' attention leaving out some of the main creative elements which have generally been considered to be important in producing ad effectiveness. Given circumstance, this experimental study examines the effects of different sets of creative elements in TV advertising; specifically, the research manipulated a TV commercial containing different types of creative elements and explored the effects on attitude towards the ad and the brand. The results are summarized as follow: Fist, there is significant difference in both ad attitude and brand attitude between two groups. The group of people who watched a TV commercial including both product & non-product related elements showed higher mean attitude towards the ad. Second, the ad with both product & non-product elements led more favorable attitude towards the ad when brand familiarity is high. Finally, the group of male participants showed more favorable attitude towards the ad with both product & non-product related elements when brand familiarity is low. Findings from this study will be able to provide a valuable contribution to the strategic decision-making process as ad agencies look for the basis for consideration of creative strategy in TV advertising.

• The Journal of the Korea Contents Association
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• v.15 no.3
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• pp.327-335
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• 2015

This study analyzed symbolically the TV advertisement of disabled model from the point of view of the advertising communication of the consumers. Depending on the characteristics of the semiotics square of Greimas, the flow of the value of consumption of people with TV advertisement of disabled model, protective value, non-protective value, existence value, non-existence value such as ${\infty}$ re-protective value in the presence value it will move the form. The results from this study showed that SK Telecom TV ad (wheelchair basketball) is existence value, the iPhone 4 (lovers) is non-protective value, Samsung Securities (campaign) is protective value and Sonata automotive TV ad (Sonata Touchable Music Sheet) shows the non-existence value.

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.116-125
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• 2012

This study examined the degree to which integrated marketing communication(IMC) might be manifested in South Korean television advertising. Using a framework by Nowak and Phelps(1994), this study investigated the degree of IMC utilization by service organizations and physical goods manufacturers at the advertisement level. The Result showed that 44.6% of the television ads were classified as integrated marketing communication according to criteria discussed by Nowak and Phelps(1994). More specifically, approximately 90.7% of the integrated ads achieved this status by using two communication tools of different orientations. In addition, the most common form of IMC at this lowest level consisted of an image-oriented(brand advertising) and a behavior-oriented(direct response) communication tool. The second common form of IMC, that is, 9.3%, used three different communication tools; they consisted of an image-oriented tool(brand advertising) and the two behavior-oriented(i.e., direct response and sales promotion) communication tools. Nothing of the magazine ads used all four tools. Thus, South Korean television ads exhibited higher degrees of IMC which tended to include more behavior-oriented communication tools than image-oriented communication tools. These results indicate that much higher chances for advertisers to expand the level of IMC will be existed. Furthermore, the results suggest that significantly higher as well as a wider variety of communication tools are being used by advertisers, considering the limit of samples investigated in this research.

• Proceedings of the Korean Information Science Society Conference
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• 2003.10b
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• pp.481-483
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• 2003

사용자의 성향을 분석하여 그 결과를 이용하는 기업 활동은 매우 유용하고 효과적이다. 이미 분석된 사용자의 성향에 대한 이용 분야는 매우 다양하다. 그 중에서 사용자와 기업 간의 상호 작용이 많은 부분이 광고 분야이다. 사용자의 성향을 알고 있고 그 사용자에게 광고를 하였을 때 광고 효과를 최상으로 이끌어 낼 수 있다. 기업은 광고비를 지출하면서 그것이 최상의 효과를 가지기를 원한다. 사용자는 자신이 원하지 않는 광고는 바로 폐기 한다. 이러한 두 가지의 딜레마에서 양쪽의 집단을 동시에 만족시킬 수 있는 기법이 본 논문에서 제안하고 실험한 사용자 분석을 통한 광고 시스템이다. 이러한 시스템을 위해서 사용자의 성향을 찾아내기 위한 데이터의 집합에서 법칙을 적용하여 사용자의 성향에 맞게 분류한다. 그 지정한 분류 안에서 광고를 광고비를 기반으로 한 결정 방법을 적용하여 가장 공평한 광고가 나가게 시스템을 구성하고 실험하였다.

• Journal of Convergence for Information Technology
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• v.11 no.1
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• pp.71-79
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• 2021

This study looked at the conflict between the aspect of the use of personally non-identifiable information for the development of the big data industry and the digital advertising industry and the aspect of personal information protection. In order to achieve the research purpose, this study focused on literature research such as thesis, legal texts, administrative regulations, and recent media articles. As a result of this study, the main issues related to the protection of personally non-Identifiable Information in digital behavioral advertising were 'conflict between freedom of advertising expression and personal rights', 'personalization of unidentifiable information', 'information imbalance'. In this regard, as measures to protect personally non-identifiable information in digital behavioral advertising, it was proposed to 'harmonize with freedom of advertising expression and personal rights, 'improve notification and consent. process', and 'reinforce the right to control personal information'.