• The Journal of the Convergence on Culture Technology
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• v.5 no.1
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• pp.235-241
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• 2019

The purpose of this study is to investigate the characteristics of advertising section of the daily newspaper through content analysis. From April 2015 to March 2017, a total of 1,927 advertisements were analyzed by the newspaper ethics committee, and the following results were obtained. Firstly, most types of features (advertising) received more attention than warnings. Secondly, we can confirm that the amount of advertisement in section (featured) of major daily newspapers is gradually increasing, and section advertisement is appeared in major business districts. Third, there were many violations in the practice guidelines of the newspaper code of ethics as the media's responsibility and press coverage. Finally, in the case of certain companies and products, if you do not follow the principles of publication for profit and publicity, you may need to make your own efforts to protect the credibility and fairness of newspapers, and more autonomous guidelines.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• Journal of Digital Convergence
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• v.16 no.8
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• pp.161-167
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• 2018

The purpose of this study is to investigate how the advertising campaign is spreading in social networks, and how the advertising model plays an important role in advertisement diffusion. In order to grasp the diffusion patterns of advertising, a text mining and social network analysis were conducted using the beer brand 'Kloud' as a collection keyword. After analyzing the social data for two months since the on-air of 'Good Body' advertisement, which was the first ad that "Sulhyun" appeared in. After the launch of the ad, Kloud has been mainly associated with keywords such as 'yavis & trendy style', 'beer brand', 'beer matching food', 'luxury beer drinking place', 'leisure trend', and 'SNS activity', etc. In addition, "Sul Hyun" also showed that an advertising model contributes to the spread of advertisement on social media in terms of image transition as well as brand's name and unique selling point.

• Proceedings of the Korean Information Science Society Conference
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• 1999.10b
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• pp.413-415
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• 1999

광고주의 입장에서는 자사 광고가 방송국에서 편성한 시간대에 맞게, 또한 요구한 광고시간 길이에 맞게 방송되었는지를 검증하는 방법이 필요하다. 따라서 본 논문에서는 일반 TV 방송으로부터 찾으려는 광고와 일치하는 동영상 그룹을 자동으로 찾는 방법을 제안한다. 본 연구에서는 찾으려는 광고의 요약 정보를 먼저 구한 후, 이후 TV 동영상의 프레임들과 비교하는 방법을 사용하여 효율적으로 검색하도록 하였다.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.10 no.6
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• pp.187-193
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• 2010

This paper introduces a new mobile advertisement management system (AMS) utilizing on-line music service in communication networks. The developed AMS delivers commercial advertisement through music service that is preferred in communication networks, which enable advertisers to perform a customer based advertisement and listeners to get a discount on their bills for music service. And eventually the proposed AMS can provide the effective commercial service to the advertisers and the effective clients recruit ways to music providers.

• Electronics and Telecommunications Trends
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• v.30 no.3
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• pp.52-63
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• 2015

디지털 기술의 발달과 함께 인터넷의 보급 확산은 다양한 미디어 소비 채널을 양산하였고, 정보취득 및 소비 형태의 다양화를 유도하였다. 최근 스마트폰, 태블릿PC 등 모바일 기기가 확산되고 스마트TV, 디지털사이니지와 같은 새로운 매체가 등장함에 따라 이들을 통해서 제공되는 광고가 시장에서 주목을 받고 있다. 또한 양방향 매체의 확산에 힘입어 광고 소비 매체의 특성을 활용한 다양한 맞춤형광고, 리워드광고, 네이티브광고, 커머스 연계 광고 등 새로운 유형의 광고 상품 및 서비스들이 제공되고 있으며 광고주들의 관심을 끌고 있다. 새로운 스마트미디어를 이용한 광고산업 활성화 및 경쟁력 확보를 위해서는 차세대 광고플랫폼, 다양한 광고 효과 측정 및 분석기술 등에 대한 개발 및 기반구축이 선행되어야 한다. 본고에서는 주요 매체별 광고 유형에 대하여 살펴보고 다양한 스마트미디어 광고 서비스 유형 및 사례, 광고효과 측정관련 이슈 및 기술동향 등에 대하여 살펴본다.

• Proceedings of the Korean Society of Computer Information Conference
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• 2020.01a
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• pp.231-233
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• 2020

최근 360도 형태로 영상을 촬영하고 제공하는 경우가 많아 일반적인 동영상과 달리 360도 형태의 영상저작물에 적절하고 효과적인 방법으로 광고를 삽입하여 노출 시킬 수 있는 방법이 필요하게 되었다. 따라서 본 논문에서는 실감형 360도 영상저작물 객체 추출을 통한 추천 광고 매칭방법을 제안한다. 360도 영상저작물 내에 광고를 매칭하고 추출된 객체와 연관된 광고를 추출하여 해당 프레임에 자동으로 삽입 노출이 가능하도록 하는 방법으로 이 방법을 이용함으로써 사용자의 현재 시점 영역 내에 광고 영상이 노출되도록 광고의 삽입 위치를 이동시켜 영상이 재생되도록 하거나, 광고 영상이 삽입된 좌표로 사용자의 현재 시점을 이동시켜 영상이 재생되게 할 수 있다.

• The Journal of the Korea institute of electronic communication sciences
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• v.7 no.3
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• pp.515-520
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• 2012

Recently, such as smart phones and tablet users of mobile devices increases rapidly as the related applications(app) and this is increasing the mobile ads. The mobile users may be accessed the variety of the mobile ad by free app and the advertisers and the app developers easily publish the mobile ads by the mobile ad platform. In this paper describe the technical features of domestic mobile ad platforms and the functionality of mobile ads, and for them to compare and analyze.

• 프린팅코리아
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• v.9 no.10
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• pp.92-97
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• 2010

• Journal of the Korea Convergence Society
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• v.9 no.3
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• pp.187-201
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• 2018

Three types of Ad message convergence, A Letter, B Letter+Photo, C Letter+Photo+Video on the Facebook advertising were researched. For this research, three types of sample advertisements were tested on the 230 subjects. And the H1 - How do three types of advertisements differ on the SNS main trait, H2 - Among those Informativity, Reliablity, Playfulness, Intractivity as the SNS main trait, what is the more powerful factor on the brand attitude / Purchase Intention. For this research the ANOVA, Scheffe, Regression Analysis was used. As a result, H1 - The effect power of Playfulness and Interactivity on the three types of Ad message convergence ranked as "A