• Journal of Intelligence and Information Systems
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• v.24 no.2
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• pp.37-57
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• 2018

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.363-372
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• 2019

Mobile advertising applying various contents is being activated with the specificity of the mobile environment. In terms of not only products but also City Marketing, advertising strategies that are beyond the limits of traditional advertising are needed. However, related advertising in the region is mainly carried out on the basis of industry promotion. Therefore, in order to distribute goods through local industry, it is urgent to link with industry through city marketing for the region. The purpose of this study is to present the direction of city marketing policy through the process that Mobile advertising characteristics building up experience and feeling for the city brand. For this purpose, we selected mobile advertising characteristics to strategically use mobile advertising in the region, and examined the effects of Jeju city brand experience and city brand feeling. We also confirmed the moderating effect of communication experience with mobile advertising. The result of this study will be able to contribute to the policy direction of advertising for Jeju city marketing.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.453-459
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• 2023

This study analyzed the creative properties of public service advertisements and public content in outdoor advertising. The results of a case analysis focusing on outdoor advertisements for fundraising are as follows. First, government ministries were mainly found as advertisers. Second, most of the advertising messages were about policy promotion by the government and public institutions, with few public content or public interest messages. Third, in terms of expression, text took up more weight than visual elements, and illustrations were the main visual expression element. This proves that the public content of domestic outdoor advertisements mainly has a strong purpose of conveying direct information.

• Science of Emotion and Sensibility
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• v.18 no.1
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• pp.3-14
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• 2015

An ad endorser's gaze direction is a salient nonverbal cue that consumers use in responding to advertisements. The gaze direction influences consumers' social perceptions (e.g., attractiveness, credibility) of the endorser and advertising effectiveness (e.g., advertising attitudes, brand attitudes). Especially, the cerebral emotional asymmetry hypothesis suggests that an ad endorser's left-averted gaze can produce more positive social perceptions and advertising effectiveness than the right-averted gaze for right-handed consumers. This study examined the effects of three gaze directions (direct, left-averted and right-averted gaze directions) of unknown female ad endorser on Korean males' advertising responses (attractiveness-, credibility- and ad-effectiveness-related responses), using online experimental method. The results indicated that the ad endorser's direct gaze was more likely to increase both positive (correspondence bias) and negative (suspicion, deceptiveness) social perceptions of her than the right-averted gaze. The direct gaze also created more positive advertising effectiveness (advertising attitudes) than the right-averted gaze. However, the study failed to find consistent differences in responses between left-averted gaze and either direct or right-averted gaze.

• 한국벤처창업학회:학술대회논문집
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• 2019.11a
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• pp.123-128
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• 2019

최근 스마트 기기의 발전 및 보급 확대에 따라 사용자의 범위는 계속해서 증가하고 있다. 이에 따라 모바일 쇼핑 이용자들이 지속적으로 늘고 있고, 광고 또한 인터넷 기반에서 모바일 플랫폼 기반으로 변화하고 있는 추세이다. 모바일 기기의 중요성이 커지고 편의성이 증대되면서 소비자들의 구매방법에도 많은 변화가 일어나고 있는데, 정보를 탐색하고, 구매를 결정하고, 결제하는 행위 등 모바일에서 이루어지는 비중이 늘어나면서 앱을 구성하는 것 또한 중요한 마케팅 전략으로 자리잡고 있다. 본 연구의 목적 역시 사용량이 급증하게 된 모바일 쇼핑에서 SNS활용도의 조절효과를 중심으로 하여 광고 유형과 애플리케이션 특성이 소비자들의 구매의도에 미치는 영향에 대해서 살펴보고 결과를 제시하여 관련 업계에 도움을 주고자 한다. 본 연구에서는 모바일 쇼핑 이용자들의 모바일 쇼핑을 통한 구매의도에 미치는 영향 요인을 파악하기 위한 선행연구와 이론적 배경을 통해 모바일 광고유형, 앱 특성에 관한 고찰과 구매의도와의 인과관계를 살펴보았다. 연구의 목적은 모바일 쇼핑 이용자들의 모바일 쇼핑을 통한 구매의도에 미치는 영향 요인을 파악하고, 변수들 간의 관계를 규명하는데 있다. 구매의도에 영향을 미치는 요인을 광고 유형, 앱 특성으로 구분하고 이들 변수들이 구매의도에 미치는 영향력을 조절하는 변수로 SNS활용도를 도입하였다.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.303-317
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• 2020

As the penetration rate of smart phones has spread and functions have been developed variously, a new advertising medium called mobile advertising has emerged. In addition, various mobile advertisements targeting teenagers, where most of their daily lives are conducted using smartphones, have been activated. Adolescents in the modern society called Generation Z have the longest time to use a smartphone among age groups. Even during the economic downturn, adolescent consumers are an important consumer group that can overcome the economic recession, so mobile advertisements targeting their purchasing power are being created like a flood. Therefore, in this study, the influence of mobile advertisement characteristics and personal characteristics on purchasing attitudes for adolescents using smartphones was identified, and how this was linked to purchasing behavior again. To conduct the research, a survey was conducted on 324 high school students using smartphones, and the results are as follows: First, the higher the recognition of convenience in mobile advertising characteristics and brand preferences, the higher the brand preference. Characteristics and brand trust had a positive effect on acceptance as the awareness of convenience, information, and entertainment increased. Third, the influence of adolescents' personal characteristics on purchasing attitudes had a positive effect on brand preferences by pursuit of fashion, pursuit of personality, and practical pursuit. Fourth, as a result of analyzing the relationship between purchase attitude and purchase behavior, it was verified that brand preference and brand trust among purchase attitude have a positive influence on purchase behavior. This study has significance in that it has grasped the influence of mobile advertising on purchasing behavior among teenagers who are rapidly growing as mobile consumers.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.1029-1035
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• 2008

본 연구는 기존의 인터넷 및 웹 광고에 대한 연구들을 바탕으로 동영상 UCC 광고에 대한 소비자의 태도와 수용에 영향을 미치는 요인을 분석해 보고자 하였다. 웹 광고 모델에서 사용된 정보성, 오락성, 부정적 자극 이외에 유용성과 용이성, 개인사용자 특성, 플로우, 그리고 인센티브를 새로운 변인으로 추가하였다. 연구 결과에 따르면, 오락성, 부정적 자극, 유용성 및 용이성, 플로우는 동영상 UCC 광고에 유의한 영향을 미치는 것으로 나타났지만, 정보성, 개인사용자 특성, 그리고 인센티브는 그렇지 않은 것으로 나타났다. 플로우는 동영상 UCC 광고의 수용에도 직접적으로 영향을 미치는 것으로 나타났으며, 동영상 UCC 광고에 대한 태도는 수용에 유의한 영향을 미치는 것으로 나타났다.

• Journal of Digital Convergence
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• v.10 no.8
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• pp.311-316
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• 2012

With the growing market for the internet advertisement, the user perceptions of the importance of the Internet advertisement have been also changed. It is quite certain that the use of Internet banner advertising, which is much more cost-effective than other types of advertisement, is the most attractive to advertisers. At the same time, the interactivity of the internet banner advertisement has been recognized as an attractive portion of advertisement, which can make the users keep their attention toward the banner advertisement. The internet banner advertisement utilizes its characteristics, such as the additions of both visualized transformations and synesthetic concepts, to increase users' curiosity and interest. Hence, the present study analyzed the cases by exploring potential seven display factors of game-like internet banner advertisement based on previous literature with regard to the analysis of characteristics of the internet banner advertisement, components of design structures, and components of games.

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

• (The) Korean Journal of Advertising
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• v.29 no.4
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• pp.131-157
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• 2018

This study explores the characteristics and discourse of creative work in advertising and investigates women's work experience and their problem. This will reconfirm the characteristics of advertising as creative labour. For this, it conducts in-depth interviews and analyzes them through a theoretical detour and a thick description. The study found the dominant discourse that creativity is their duty and ultimate goal. This dominant discourse makes the gendering of creative roles and representation languished. In spite of this, female creators with parenting have difficulty in reducing work ability, because conflicting identities weaken their self-regulation. This means that advertising is 'self-regulationized' labour.