• 가정의 벗
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• v.34 no.5 s.393
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• pp.12-13
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• 2001

• The Journal of the Korea Contents Association
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• v.20 no.10
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• pp.134-145
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• 2020

This study focused on the effects of Korean cosmetics selection attributes on Mongolian consumers' brand reliability and purchasing intentions. We are also to verify the relationship impacts between consumers brand reliability in advertising media and the purchase intention on the type of promotion. 255 questionnaires were collected for Mongolian consumers and analyzed using SPSS and AMOS. The analysis shows that product price, image and quality that they have a positive effect on brand reliability, while familiarity has not had a meaningful impact on brand reliability. Moreover, brand reliability has been shown to have a positive effect on purchasing intention. As a result of the adjustment effect test according to advertising media, the relationship impacts between product selection attributes and brand reliability were shown positive effect in part. Finally, the type of sales promotion were found to have a controlling effect between brand reliability and purchasing intention. These results show applicable implications for Korean cosmetics companies in terms of marketing and operations when entering Mongolia's cosmetics industry.

• Journal of Digital Convergence
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• v.13 no.6
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• pp.141-150
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• 2015

This study examined the negative influence of ambiguity on the attitude toward ads by using mediating variable, perceived interpretation difficulty. It also tested the moderating effect of thinking style between ambiguity and perceived interpretation difficulty. In results, we found as follows. 1) Perceived interpretation difficulty is higher in case of higher ambiguity than lower one. 2) The influence of ambiguity on perceived interpretation difficulty is moderated by thinking style. 3) Attitude toward ads is more unfavorable in higher perceived interpretation difficulty than lower one. The results of this study may provide the implications that ambiguity ads using digital convergence media has to be connected to positive attitude for being successful and marketing staffs must consider thinking style as a key success factor to establish global advertising strategy.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.2
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• pp.672-677
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• 2014

The purpose of this study is to analyze the advertising regulations for juvenile protection, find their problems and suggest the alternatives for their improvements. All media products harmful to juveniles including advertising are regulated by the Juvenile Protection Act. The regulations related with advertising for juvenile protection of the Special Act on Safety Control of Children's Dietary Life, the Broadcasting Advertising Review Regulations and the National Health Improvement Act were analyzed. The results were: 1)the weaknesses of the implementation of the regulations with lack a little consistency and a lack of objectivity; 2)the necessity of the newly established articles with the times; and 3) the urgency of the establishment of alcohol advertising regulations. In conclusion, it has been suggested that the integrated advertising regulations or guidelines by the unitary review board should be implemented.

• Journal of agricultural medicine and community health
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• v.30 no.2
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• pp.183-204
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• 2005

Objectives: Immunization program is essential public health service under the national responsibility. One of the immunization service of national immunization program is advertising and public relation service, but research for that was rarely conducted. Therefore we conducted the survey for developing advertising strategy of immunization program in 21th century. Methods: Our study subjects were 242 health workers in immunization service department of 169 health centers and 1,193 carers who visited community health center for receiving immunization service of their children. The major questions were general characteristics of the subjects, perceived importance of immunization program, experience of advertising, knowledge and perception about immunization, and items about advertising strategy. Results: Frequently exposed materials in both health workers and carers were TV, community newspapers, and pamphlets. Health workers had high professional knowledges of immunization and carers had high perceptions for need and importance of immunization. Health workers preferred pamphlets and posters as advertising materials and carerers preferred TV and community newspapers. Both health workers and carers preferred green and yellow as advertising posters' color, active and healthy style of immunization advertising, and positive messages of campaign's slogans. Conclusions: Further researches should be conducted for precising long-term immunization advertising strategy in 21th century, and for this we need to develop advertising materials based on public needs and strategy, and evaluate the materials. The national immunization program should be activated throughout more investment of the budgets and human powers.

• Convergence Security Journal
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• v.18 no.3
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• pp.61-68
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• 2018

As the digital broadcasting era settled in, the TV, which was only used to watch broadcast programs, developed as a medium for operating various data services. This means that an environment, in which the viewers' TV usage behavior can be changed from a passive attitude to an attitude of actively consuming the media, has been established. Since the advertising market is an industry that is heavily influenced by changes in the media, these changes causes changes in the form of advertising and the advertising consumption behavior of viewers. In this environment, the broadcasting industry needs to think about the new growth strategy that links the possibility of data service with the advertisement market. In this study, we designed a data service that provides supplementary information of an ID advertisement, which has the weakness of short exposure time and shortage of information expression space. Specifically, we have designed the usage scenario and user interface of the data service and developed a method, based on the international digital broadcasting standard DV B, that provides the supplementary information defined by the type of ID advertisement to the data service.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.275-280
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• 2018

This study attempts to examine the equity of regulation in advertising. After scrutinizing asymmetric regulation in advertising, this study propose measures to increase the equity of advertising regulation. This study proposed horizontal regulation and unification of regulatory agencies as direction of increasing the equity of regulation in advertising. In order to ensure the equity of advertising regulation in the new types of media that appear in various ways, horizontal regulation that decides advertising regulation policy based on the nature of contents or service is desirable. To increase the equity of regulation in advertising, it is recommended that the advertising regulatory system be operated with integrated regulatory organization.

• 프린팅코리아
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• v.7 no.12
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• pp.109-111
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• 2008

2007년에는 인터넷의 광고비가 잡지의 광고비를 추월했다. 이런 현상은 전자미디어의 활용이 지속적으로 확대되고 있으며 다매체 미디어 시대로 전환되고 있다는 것을 뜻한다. 그런 가운데 인쇄의 유효성은 다시 각광 받고 있다. 다른 미디어가 할 수 없는 오감에 호소하는 특수한 인쇄 및 가공을 활용함으로써 부가가치를 창출하는데 유용하다는 인식이 확산되고 있는 것이다. 최근 들어 관심을 끌고 있는 제품과 기법을 소개한다.

• Proceedings of the Korea Society of Design Studies Conference
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• 1999.05a
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• pp.50-51
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• 1999

병원은 생명을 다루는 서비스를 취급하고 이것은 국민의 건강 및 생명과 직결된 서비스인 만큼 상업적 목적으로 다루어질 수 없는 분야이다. 따라서 영리만을 목적으로 의료광고가 시행되는 것을 우려하여 의료광고를 법적으로 금지하고 있다. 이러한 상황은 내ㆍ외적으로 병원을 알릴 수 있는 매체와 방법을 극히 제한적 규제하였다. (중략)

• 정보화사회
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• s.175
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• pp.22-23
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• 2005

모방일 마케팅이라 하면 아직도 단순히 SMS를 통한 광고로 인식하는 사람들이 많다. 그러나 단말기의 발달에 힘입어 '귀' 마케팅과 같이 통화대기음을 이용한 마케팅 상품인 '비즈링'부터 모바일 멀티미디어 동영상 광고인 NATE MoA, 코드를 이용해 휴대폰의 간단한 조작만으로 무선 인터넷에 접속하여 이벤트 참여가 가능하게 이벤트 넘버(별별이벤트넘버)까지 모바일을 매체로 이용한 마케팅 상품이 속속 등장하고 있다.