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

• Journal of Global Scholars of Marketing Science
• /
• v.8
• /
• pp.491-513
• /
• 2001

It has not been a long time since a comparative advertising was emphasized in the advertising industry and academics. The issue is whether comparative advertising is more effective than noncomparative advertising, and if it is true, then under what conditions it is more effective. Based upon previous research results and expertises' opinions, the authors try to figure out the hierarchy of comparative advertising effect and its determinants. The objective of this exploratory study is to develop a conceptual model on comparative advertising effect and research propositions. This model would provide us with broader understanding on comparative advertising, practical guidelines for comparative advertisement production, and foundations of developing more detailed model on comparative advertising effectiveness.

• Proceedings of the Korean Society of Broadcast Engineers Conference
• /
• 2013.11a
• /
• pp.193-195
• /
• 2013

N-스크린 환경에서 방송사들을 포함한 사업자들은 온라인을 통해TV 프로그램을 시청자들에게 제공하고 있다. 사업자들은 N-스크린 서비스를 운영하면서 광고를 통해 수익을 창출하고 있는데, 모바일 이용이 활성화 되면서 N-스크린 광고 시장 규모도 증가하고 있다. 모바일 환경에서는 화면 크기의 제약으로 인해 기존의 이미지, 베너 형태의 광고 보다 동영상 광고방식이 유리하여 이에 대한 수요가 높은데, N-스크린 환경에서 다양한 화면 사이즈를 가진 기기에 동영상 광고를 제공하기 위해서는 광고 소재 관리가 필수적이다. 또한 온라인 광고 제공에 관여하는 광고주, 광고 대행사, 플랫폼 사, 매체 사 간에 협업이 가능한 시스템 개발이 요구된다. 본 논문에서는 N-스크린 환경에서 동영상 광고를 효율적으로 제공하고 운영하기 위한 시스템을 제안한다.

• The Journal of the Korea Contents Association
• /
• v.15 no.11
• /
• pp.456-466
• /
• 2015

This study is focusing to the keyword and blog advertising marketing services that are implementing a viral marketing utilizing keyword searches of the search portal and advertiser's blogs with convergent way. Through a case study for the company operating the service to pinpoint consumers to the advertisers site by indirect exposure via keyword advertising blog at the top of the search results, we analyzed the primitive service operation model on transactional relationship between the business players. We have a research purpose to generate improvement alternatives for the company's keyword advertising marketing services and operation solution using the survey study on the service quality perception and the perceptional gap between user groups. As results of study, we founded 4 types of the service solution and 4 models of service operating architecture on the transactional relations, and we recommended some improvements on the service and solution operation based on the SERVQUAL questionnaire analysis of the difference between the ads sponsor group and ads agency group.

• Management & Information Systems Review
• /
• v.32 no.3
• /
• pp.127-151
• /
• 2013

This research was to investigate the role of message regulatory focus on the advertising effect of multiple models. The multiple models are limited to two models in one advertisement in this research. This research investigated the hypothesis that multiple models, in terms of multiple source effect and social consensus, appears specifically to enhance the relationship of consumer and commercial models on the conditions of promotion-focused message which leads to the information processing of relational elaboration. This research applied a between-subjects factorial design targeting 2(the number of model: single model vs. multiple models) by 2(message regulatory focus: promotion-focused message vs. prevention-focused message). As a result, multiple models showed more positive ad attitude, brand attitude, and purchase intention than did single model. And promotion-focused message with multiple models showed more positive ad attitude, brand attitude, and purchase intention than did prevention-focused message with multiple models. Also there was an interaction effect between the number of model and the type of message regulatory focus. It wasn't fully supported that there is no difference of advertising effect between promotion-focused message and prevention-focused message on the condition of single model.

• (The) Korean Journal of Advertising
• /
• v.29 no.7
• /
• pp.29-53
• /
• 2018

In our study, we investigated the effects of position of endorser and endorser's gaze direction(direct/averted_image/averted_text) on advertising attitude, purchase intent and brand recognition using eye-tracking method. Focusing on the printed cosmetic ads which the role of endorser is important and indirect persuade route is relatively is emphasized, we conducted experiment on 36 participants in 20s. As prior studies, our results shows that participants paid attention to more and faster on specific element which the endorser is gazing at. But it was not reflected to ad attitude and purchase intent directly. When the endorser is positioned in left the side, the highest purchase intent was shown in direct gaze condition, while when the endorser is on the right side, the highest ad attitude was shown in gazing image condition. Additionally, the brand recognition task following eye-tracking experiment shows that recognition accuracy was higher only in condition which the endorser is in the left side looking at the product image. These results demonstrated that the gaze direction of endorser plays a role as attentional guidance, which means it can lead customer's attention to particular region in the printed ad, but the effect can be varied depending on the position of endorser and which type of information the endorser is gazing at. Therefore, ultimately, to increase customer's ad attitude and purchase intent, complex consideration of not only the gazing direction of the endorser, but the position of endorser and other diverse elements is necessary.

• The KIPS Transactions:PartB
• /
• v.15B no.1
• /
• pp.73-80
• /
• 2008

In this paper, an advertisement-keyword finding method using document clustering is proposed to solve problems by ambiguous words and incorrect identification of main keywords. News articles that have similar contents and the same advertisement-keywords are clustered to construct the contextual information of advertisement-keywords. In addition to news articles, the web page and summary of a product are also used to construct the contextual information. The given document is classified as one of the news article clusters, and then cluster-relevant advertisement-keywords are used to identify keywords in the document. We could achieve 21% precision improvement by our proposed method.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2002.11c
• /
• pp.2199-2202
• /
• 2002

모바일 광고는 무선 디바이스의 발달로 인해 새로운 광고 수단 및 마케팅 수단이 되었다. 많은 이용자들이 무선 인터넷을 사용하고 있으며, 앞으로도 사용자는 증가할 것으로 보여진다. 그러나 무선 서비스는 단순한 SMS 형태의 서비스가 대부분이며, 이러한 SMS를 수신하는 이용자들은 자신이 원하지 않는 광고성 메시지의 수신 대해 상당한 거부감을 가지고 있는 것으로 조사되었다. 따라서 이러한 문제를 해결할 수 있는 광고 중계 모델 "ATPA" (Advertisement Transport Processing Architecture)을 제안한다. "ATPA"는 필터링 기법을 응용하여 고객 지향적인 모바일 광고 시스템으로서 이용자는 자신에게 적합한 광고의 수신하게 하고, 광고주는 이용자의 특성에 따른 차별적인 광고를 제공할 수 있다.

• Journal of Internet of Things and Convergence
• /
• v.1 no.1
• /
• pp.27-32
• /
• 2015

This study analyzed the relationship building and maintaining with advertising in new media advertising environment. The literature research and focus group interview were mainly used for research method, It was found that advertising played the role of building and developing the relationship as times went by. On the contrary, the relationship could be damaged by advertising. And model, music in advertising and program were the major factors which build relationship.

• Archives of design research
• /
• v.14 no.2
• /
• pp.187-196
• /
• 2001

Today's internet advertisement market is growing rapidly placing great importance on banner advertisements. Still, banner advertisements are being ignored by the users because most of these banners are exaggerated, visually distracted and they usually interfere with internet surfing. These banners make the agents and the users feel displeased and furthermore, make internet market unstable. 'Rich-Media'came in sight as the new way of advertising means in the internet market as the users demand for more dynamic and interactive media. In Rich-Media, sound and animation interact with former animated banner advertisements. Internet advertising businesses inducing web agencies have positive views about Rich-Media, because more information and ideas are shared through aural and visual integration and it is very effective way to draw attentions from the users. In this study, we have examined the effects of Rich-Media advertisements through surveys. As a result, Rich-Media advertisements are superior to ordinary banner advertisements in visual effect, leading interests of users, inducing mouse did(s and providing of information. The recent uses of Rich-Media is just a mere beginning, but we expect to make the Rich-Media an essential medium of internet advertisement as we continue studying the uses and effects of Rich-Media.