• Proceedings of the Korean Society of Computer Information Conference
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• 2013.01a
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• pp.139-143
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• 2013

과거의 모바일 광고에 대한 연구는 음성통화나 SMS, MMS 등의 활용에 따른 광고의 효과성을 연구하는 것이 주류를 이루고 있었다. 하지만, 시간의 경과 및 모바일 단말기의 발전 등에 따라 점차 예전의 모바일 광고의 형태와는 다르게 고객에게 디지털 컨텐츠, 일반 범용제품, 금융상품, 서비스 제품 등의 구매유도를 위해 메시지광고(SMS, MMS)나 고객들이 검색이나 배너, 비디오 등의 보다 다양한 광고형태를 통해 고객들로부터 기대하는 반응을 얻고자 하는 서비스로 변화하고 있다. 이에 따라, 본 연구에서는 모바일 광고가 지니고 있는 대표적 특성을 개인화, 편리성, 오락성, 경제성, 신뢰성, 유용성 등으로 분류를 하고, 이러한 모바일 광고의 특성이 모바일 광고 수신자의 수용의도에 어떠한 영향을 미치는가를 분석하며, 나아가 모바일 광고의 수용의도가 모바일 광고의 만족도에 어떠한 영향을 미치는가를 분석한다.

• Electronics and Telecommunications Trends
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• v.29 no.3
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• pp.1-10
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• 2014

미디어 환경의 변화에 따라 콘텐츠의 소비가 기존의 단방향 방송매체의 이용은 정체되고 있으며, 새로운 양방향 TV매체의 이용이 빠르게 활성화 되고 있다. 관련하여 광고분야에서는 소비매체의 특징을 반영한 맞춤형광고, 양방향 커머스형 광고, 리워드형광고 등 새로운 광고상품들이 나타나고 있다. 미디어 환경 변화에 대응하여 광고산업의 경쟁력을 확보하기 위해서는 개방형 스마트광고 플랫폼, 광고 효과 측정체계 및 기술 기반 구축 등 스마트광고 기술에 대한 연구개발이 필요하다. 본고에서는 뉴미디어 광고 유형사례와 스마트광고 플랫폼, 효과측정 기술동향 및 서비스 개발사례에 대하여 소개하고, 광고산업 활성화에 필요한 요소들을 도출하고자 한다.

• Proceedings of the Korean Society of Computer Information Conference
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• 2013.07a
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• pp.177-180
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• 2013

유비쿼터스시대의 핵심기기로 중요성을 더해 가고 있는 이동전화와 무선인터넷기술의 발전은 현대 비즈니스 환경의 급격한 변화와 함께 광고활동에도 많은 변화와 새로운 기회를 제공하고 있다. 무궁이 변화하는 환경 속에서 소비자 행동을 새롭게 파악할 수 있는 플로우를 중심으로 살펴보았고, 이용자들의 광고 회피로 인해 광고 효율성이 점차 낮아지고 있는 현 시점에서 광고태도에 따른 회피 현상들을 통계프로그램 SPSS와 AMOS를 통해 분석하였다. 이에 따른 결과는 휴대폰 사용자의 플로우가 상태일 때 모바일 광고효과인 광고태도에 긍정적인 영향을 미치는 것으로 나타났고, 광고태도는 광고회피에 영향을 미친다는 연구 결과가 나왔다.

• 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.

• Archives of design research
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• v.16 no.4
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• pp.15-24
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• 2003

Today, the enormous expense of advertising rates is invested in Korea. And, the increased effect of advertisement is reasonable in proportion to the investment. In this context, the presentation strategy of the spread advertisement is the meaningful theme in advertisement sphere. The purpose of this study is to clarify the role of spread advertisement in newspaper and to investigate the strategy for the effect of it. For the purpose of it, this research examines cases of the advertisement in the newspaper in Korea, and analyzes the presentation strategy based on the methodology of presentation. The results of the study are as follows The effect of spread advertisement is connected with the presentation method, the space of a newspaper and the advertisement intention. It has to be considered that the case which is confused and intemperate brings about the consumer's antipathy. And so the application of spread advertisement in newspaper needs the prudent trial and the pertinent presentation of it.

• The Journal of the Korea Contents Association
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• v.17 no.4
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• pp.108-118
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• 2017

This study focuses on an effectiveness of socially recommended advertising on social network sites (SNSs) and investigates the impact of three critical factors on SNS advertising effectiveness - reward type for advertising recommenders' intention, product type on advertisements, and tie strength. A $2{\times}2$ factorial design was used to test the interaction effects between the two variables, reward type and product type on advertisements, moderated by tie strength. The results indicate that when participants observe socially recommended advertising, hedonic product ads with non-monetary reward shows the most effectiveness, and reward type and product type are also effective. In the combination of reward type and product type, we have confirmed the regulating factor influencing the effectiveness of social advertising according to the tie strength between the recommenders and the consumers. Strong-tie recommenders have more influence on the effectiveness of the social advertising than weak-tie recommenders. Based on these results, theoretical and practical implications were provided to refine marketing environments on SNSs.

• 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.

• Journal of Digital Contents Society
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• v.19 no.7
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• pp.1303-1312
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• 2018

The study analyzed the evaluation of the advertisement effect by the score and the method of the advertisement comments in ad evaluation in online site, 'TVCF'. The results are as follows. First, Internet viral advertisement showed higher number of ad comments and higher evaluation of advertisement effect than cable broadcasting advertisement. Second, the results of analysis of the difference of advertisement evaluation according to ad types and digital user characteristics showed that women are more positive than men toward both cable broadcasting and internet viral advertisement.

• Journal of Digital Convergence
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• v.17 no.9
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• pp.407-420
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• 2019

The purpose of this study is to explore the possibility of measuring advertising effectiveness through the ad evaluation text. The 384 university students were asked to evaluate the positive and negative evaluation ads of high and low involvement products by self-report method and to write ad evaluation text online. The written ad evaluation text were analyzed by KLIWC and to examine the difference between the comment of positive and negative advertising. The results of the analysis are as follows. First, there were differences between positive and negative ads in 17 psychosocial variables. Second, there were differences between positive and negative ads in 9 linguistic variables. Third, there was a significant correlation between KLIWC variables(Positive & negative emotions, inhibition, conviction, physical condition & function and sleep/dreams) and advertising effect variables. This study suggests that the advertising evaluation comment reflects the consumer's psychological reaction to advertising and the possibility of measuring the advertising effectiveness using advertising evaluation text.

• Industry Promotion Research
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• v.9 no.3
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• pp.13-25
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• 2024

This study investigated the effects of negative emotions like Personal Information Concern and Ad Irritation, arising from the growth of Personalized Advertising, on Purchase Intention. It revealed that while Personal Information Concern significantly impacts Ad Irritation and Brand Avoidance, it doesn't affect Ad Avoidance. Ad Irritation influences Ad Avoidance but not Brand Avoidance or Purchase Intention. Both Ad Avoidance and Brand Avoidance negatively impact Purchase Intention. The study also found that Ad Irritation mediates the relationship between Personal Information Concern and Ad Avoidance, but not between Personal Information Concern and Brand Avoidance. Furthermore, Ad Avoidance mediates between Ad Irritation and Purchase Intention, unlike Brand Avoidance. These outcomes highlight the need for further research, particularly considering the MZ Generation's traits.