• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.656-677
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• 2017

This study aims to examine the effects of native advertising on consumer-brand relationship quality (BRQ) formation of the potential consumers in the context of an automotive brand. Specifically, the study verifies (1) whether the respondents cognize the content of native advertisement as an advertisement and (2) how the value dimensions of native advertising impact BRQ through brand attitude (BAT). To fulfill the purposes, the researchers categorized three types of advertisements (product, brand and non-commercial) and then showed three manipulated stimuli to potential consumers in the automotive market before measuring. The findings drawn from the 345 valid cases are as following. First, the rate of respondents' advertising recognition is low in the non-commercial advertisement, while it is high in ones of product and brand. Second, most of the respondents perceive less irritation toward the native ads, especially toward the non-commercial advertisement. Third, the entertainment and informativeness of native advertising positively influence BRQ, while the effect of irritation on BRQ is negative. Also, the effects of advertising value dimensions on BRQ are all mediated by BAT.

• Journal of Digital Convergence
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• v.14 no.8
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• pp.203-209
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• 2016

The advertising media is undergoing a dramatic change mainly due to the increased use of smartphone. This study predicts the future of the advertising industry driven by the mobile advertising using scenario planning. Targeting technologies, restriction on the use of personal information, and overcoming ad avoidance were selected as key uncertain variables expected to impact on the growth of the mobile advertising 5 years later. With the support by expert interviews, the $2{\times}2$ matric combines two cases to generate four scenarios; the one whether mobile ads surpass PC-based online ads, the other whether the combined force of mobile and PC-based ads surpass the traditional media in advertising spendings. Each scenario is articulated according to the future of key variables. The most likely scenario is that mobile will dominate the advertising media market. However, it is important not to ignore different scenarios because key variables evolves in unexpected manner and then they can become reality. The future research will combine its key variables with social and economic ones and segment technical variables in more details.

• Proceedings of the Korea Society of Information Technology Applications Conference
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• 2007.11a
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• pp.134-134
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• 2007

• Journal of Internet Computing and Services
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• v.10 no.1
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• pp.83-91
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• 2009

The advertisement system on TV is categorized into full duplex TV and Internet Protocol Television (IPTV). For the full duplex TV or the IPTV, channel providers need a number of advertisements and pay enormous expenses for them. Therefore, this study proposes how to reduce unnecessary expenses based on users' preferences. The advertisement system based on users' preferences is designed to decrease unnecessary advertisements with less expense. To identify preferences in usual advertisements and animation advertisements is to reduce expenses due to the necessity of a number of advertisements. The proposed system was designed to provide full duplex advertisements for profits of advertisement industry and considered users' disposition based on preferences of broadcasting advertisements, through which users can have advertisement desired and providers can expect less advertisement expenses and more profits.

• Archives of design research
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• v.12 no.4
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• pp.201-209
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• 1999

Feb. 11. 1997, Korean Government announced FM Radio Broadcasting and TV Terrestrial TV Broadcasting will be changed to digital format in year 2001, and all Korean Broadcasting except AM Radio and Microwave will be changed to digital format before 2010. In spite of IMF economic crisis, the Digitizing is the one of the hot issue in TV Broadcasting area. The narrow view of the Digitizing the Broadcasting is a technical development from the analogue to digital, but the extended view of it means not only the technical development but the revolution in the concept of TV and service area, relationship between sender and receiver, structure of TV Industry. Thus Digitizing the Broadcasting shifts paradigm and eventually it cause a big change in the advertising creative. The digital TV could be a very encouraging technical development for the consumers convenience because of the multiple choice in the channels and interactive services which leads us to the multimedia service through the TV . On the other hand, multimedia and multi-channel, interactivity implicate a big uncertainty and risk, This research paper is about the technical aspects and social aspects of digital TV and its influence of the marketing and TV advertising creative.

• Journal of Intelligence and Information Systems
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• v.29 no.2
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• pp.323-338
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• 2023

TV advertising with deep analysis of watching pattern of audiences is important to set-top box audience targeting. Applying session-based recommendation model(SBR) to internet commercial, or recommendation based on searching history of user showed its effectiveness in previous studies, but applying SBR to the TV advertising was difficult in South Korea due to data unavailabilities. Also, traditional SBR has limitations for dealing with user preferences, especially in data with user identification information. To tackle with these problems, we first obtain set-top box data from three major broadcasting companies in South Korea(SKB, KT, LGU+) through collaboration with Korea Broadcast Advertising Corporation(KOBACO), and this data contains of watching sequence of 4,847 anonymized users for 6 month respectively. Second, we develop personalized session-based recommendation model to deal with hierarchical data of user-session-item. Experiments conducted on set-top box audience dataset and two other public dataset for validation. In result, our proposed model outperformed baseline model in some criteria.

• 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'.

• 프린팅코리아
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• v.10 no.12
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• pp.108-109
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• 2011

국내 유일의 국제 사인전시회인 '제19회 한국국제사인디자인전(KOSIGN 2011)'이 지난 11 월 17일부터 20일까지 서울 삼성동 코엑스에서 열렸다. 올해로 19회째를 맞이한 코사인전은 디지털 텍스타일 프린터를 포함해, 국내외 사인산업 전반의 아이템을 총망라해 전시되었다. KOSIGN2011은 'ALL OF VISUAL'을 슬로건으로 내걸고 사인, 디스플레이, 공공 디자인 등 시각과 관련한 모든 요소를 담고 있다는 메시지를 전했다. 이번 전시회는 미디어 아트, 광고 및 홍보, 게임, 전시의 경계가 무너지는 옥외광고업계의 트랜드를 느낄 수 있도록 기획되었으며, 특별관으로 'Space Design Show'를 개최하는가 하면 부대행사로 대한민국옥외광고대상수상작 전시관, 세계 3대 광고제 수상작 전시관, 바이어 리셉션 등을 마련해 다양한 이벤트를 선보였다.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.469-478
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• 2015

With several problems being pointed out with the rapid growth of online advertising markets, false, exaggerated or sensational advertisements are increasing. Particularly, the sensational appeal of online advertising is placed in the blind spot of deliberation on advertisements with any social consensus on the deliberation on online advertisements not made yet. According to these reasons, regulation and maintenance of the deliberation system are required for online advertising. In this study, content analyses on visual and verbal sensationalism in 2,009 advertisements were carried out based on 32 national online news services. According to the analyses, obscene advertisements on online news services are more than serious. In this study, based on the analyses, need for deliberation and regulation on online advertising is raised and direction of the deliberation on desired advertising is explored. In the future, effective advertising deliberate models need to be constructed through gathering opinions of the various members of the online advertising industry, such as advertisers, advertising agencies, media representatives, and publishers, etc.

• Cartoon and Animation Studies
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• s.36
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• pp.75-89
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• 2014

Since the first animated Chinese commercial titled directed by Wan Three Brothers in 1926, Chinese animation commercials are steadily increasing every year. The proportion of animation commercials in Advertisement industry increases gradually, animation becomes one of the direct means of rising commodity value. In this premise, this paper researches the history and characteristics of animated commercials, compare and analyze commercial samples from two world advertisement festivals and four Chinese advertisement festivals. Compared the world animation-advertisement market, Chinese animation-advertisement market is relatively limited under its particular status. Under the condition, this paper will analyze the current situation of Chinese animation advertisement through the samples from advertising festivals. Finally, the paper concludes finding out ways of development and effective marketing of animation commercial industry in China by checking out animation advertisement in industrial classification between Chinese and world's advertisement market.