• Journal of Korea Game Society
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• v.6 no.3
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• pp.67-76
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• 2006

This study is to examine relationship between immersiveness aspect and the recognition of garners who are exposed to PPL (Product Placement Advertisement) in online game. The frequency of exposure, the placement type of PPL, the perception under the threshold of consciousness and the interest at the product and knowledge about PPL have been widely known as the factors of effectiveness in PPL advertising. In this study, 'immersiveness' is newly introduced to investigate the effectiveness of PPL advertising due to the unique characteristics of game which easily leads to immersion. Control group is exposed to movie clip and experimental group to lacing online game. In conclusion, the deep immersion has reduced the perception level of user on PPL except the variable of PPL placement. This study suggests that how to design the PPL placement in game for enhancing marketing effect is all the more vital, in spite of the result that the player in high immersion cannot distinguish different images.

• Proceedings of the Korea Information Processing Society Conference
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• 2014.11a
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• pp.1159-1162
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• 2014

광고 시장 / 채널은 새로운 매체로 전환이 급격히 빠른 분야이다. 과거 TV, 신문 등과 같은 전통적인 매스미디어에서, 현재는 인터넷 및 모바일 광고와 디지털 사이니지를 통한 옥외광고가 주를 이루고 있다. 이에 따라 지속적인 마케팅 패러다임의 변화, 광고시장 / 로봇(서비스형, 지능형) 시장의 성장세를 기반으로 디지털 사이니지와 이동로봇을 결합하여 광고효과를 극대화 시킬 수 있는 커뮤니케이션 마케팅 기반의 신개념 광고기기(Mobile Digital Signage Robot 이하 MDSR)를 제안한다. MDSR의 기본 목표는 로봇이 설정된 루트를 자동으로 이동하며 주변상황을 인지하여 상황에 맞는 광고를 노출시키는 데에 있다. 또한 사용자의 관심을 유도하는 인터랙티브 기능과, 커뮤니케이션 콘텐츠를 탑재하여 주위 사람들의 이목을 집중시키며, 광고노출빈도가 높아지고 흥미유발에 기여하여 광고효과를 극대화 시키고, 이용자 편의성을 제고시킨다. 본고에서는 마케팅 / 디지털 사이니지 / 로봇시장의 실태와 현황을 알아보고, MDSR개발을 위한 HW 필요 탑재부품의 성능정보 수집 및 평가, 로봇 이동제어 및 상황인지와 광고전환을 위한 핵심 SW 알고리즘 개발, 마케팅 전략 및 활용 시나리오, 기대효과 분석 등을 연구해 MDSR 제작 및 활용 방법 등을 살펴본다.

• Journal of Intelligence and Information Systems
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• v.19 no.3
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• pp.73-91
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• 2013

Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time, and this sheds light on how location-based technology is utilized to achieve competitive advantage in advertising market. With the introduction of smartphone, the functionality of smartphone has become much more diverse and context awareness is one of the areas that require further study. This work analyses the influence of context awareness value resulted from the transformation of advertising channel in mobile communication market, and our research result reflects recent trend in advertising market environment which is not considered in previous studies. Many constructs has intensively been studied in the context of advertising channel in traditional marketing environment, and entertainment, irritation and information are considered to be the most widely accepted variables that has positive relationship with advertising value. Also, in smartphone advertisement, four main dimensions of context awareness value are recognized: identification, activity, timing and location. In this study, we assume that these four constructs has positive relationship with context awareness value. Finally, we propose that advertising value and context awareness value positively influence smartphone advertising attitude. Partial Least Squares (PLS) structural model is used in our theoretical research model to test proposed hypotheses. A well designed survey is conducted for college students in Korea, and reliability, convergent validity and discriminant validity of constructs and measurement indicators are carefully evaluated and the results show that reliability and validity are confirmed according to predefined statistical criteria. Goodness-of-fit of our research model is also supported. In summary, the results collectively suggest good measurement properties for the proposed research model. The research outcomes are as follows. First, information has positive impact on advertising value while entertainment and irritation have no significant impact. Information, entertainment and irritation together account for 38.8% of advertising value. Second, along with the change in advertising market due to the advent of smartphone, activity, timing and location have positive impact on context awareness value while identification has no significant impact. In addition, identification, activity, location and time together account for 46.3% of context awareness value. Third, advertising value and context awareness value both positively influence smartphone advertising attitude, and these two constructs explain 31.7% of the variability of smartphone advertising attitude. The theoretical implication of our research is as follows. First, the influence of entertainment and irritation is reduced which are known to be crucial factors according to previous studies related to advertising value, while the influence of information is increased. It indicates that smartphone users are not likely interested in entertaining effect of smartphone advertisement, and are insensitive to the inconvenience due to smartphone advertisement. Second, in today' ubiquitous computing environment, it is effective to provide differentiated advertising service by utilizing smartphone users'context awareness values such as identification, activity, timing and location in order to achieve competitive business advantage in advertising market. For practical implications, enterprises should provide valuable and useful information that might attract smartphone users by adopting differentiation strategy as smartphone users are sensitive to the information provided via smartphone. Also enterprises not only provide useful information but also recognize and utilize smarphone users' unique characteristics and behaviors by increasing context awareness values. In summary, our result implies that smartphone advertisement should be optimized by considering the needed information of smartphone users in order to maximize advertisement effect.

• Journal of Digital Convergence
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• v.12 no.6
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• pp.105-114
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• 2014

This study has recently been issued to businesses and consumers who examined the effects of cross-advertising model. Experimental design, the model type (2) ${\times}$ sexuality products (2) ${\times}$ advertising message appeal form (2) is a factorial design. The results are as follows. First, the advertising model, based on the type of cognitive response to advertising than the general model of cross-recall index was higher model. Second, the product of gender identity in response to what the advertising product for women than men was higher index of product recalls. Third, the ad attention model ANOVA results for each type of message, the main effect of appeal type was identified. In addition, the type and model of sexual identity, and message appeal type in the type of model interaction effects were found. Finally, the model-product analysis of goodness of fit, the model type and sexual identity and appeal type messages of main effect were identified. The result is more efficient advertising effect model strategies for promoting meaningful results, it is meant to be confirmed.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.281-288
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• 2018

Cigarette warning pictures are one of the most effective smoking cessation policies, and this is an effective way to promote smoking cessation by conveying the risk of smoking through pictures. However, the recent advertisement of new cigarettes in retail stores has potentially increased tobacco purchase intention by weakening the effect of the warning picture. Therefore, this study examined the problems of the new cigarette advertisement method by analyzing the effect of this method on cigarette warning pictures. For this purpose, 275 men and women were surveyed nationwide, and this study compared the cognitive and emotional effects, and purchase intentions of the new cigarette advertisements with existing advertisement methods through MANCOVA. The results show that the new cigarette advertising method affects the emotions, cognitions, and purchase intentions related to the cigarette warning pictures and have adverse effects on the original purpose of the cigarette warning pictures. This implies that regulatory standards and institutional arrangements are necessary for effective new cigarette advertising.

• Proceedings of the Korean Society for Cognitive Science Conference
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• 2002.05a
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• pp.35-39
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• 2002

광고성 메일이 개인 당 하루 평균 10통 내외로 오며, 그 제목만으로는 광고메일을 효율적으로 제거하기 어려운 현실이다. 이러한 어려움은 주로 광고 제목을 교묘히 인사말이나 답신처럼 변경하는 데에서 오는 것이며, 이처럼 제목으로 광고를 삭제할 수 없도록 은폐하는 노력은 계속될 추세이다. 그래서 제목을 통한 변화에 적응하면서, 제목뿐만 아니라 내용에 대한 의미 파악을 자동으로 수행하여 스팸 메일을 차단하는 방법이 필요하다. 본 연구에서는 정상 메일과 스팸 메일의 범주화(classification) 방식으로 접근하였다. 이러한 범주화 방식에 대한 기준을 자동으로 알기 위해서는 사람처럼 문장 해독을 통한 의미파악이 필요하지만, 기계가 문장 해독을 통해서 의미파악을 하는 비용이 막대하므로, 의미파악을 단어수준 등에서 효율적으로 대신하는 text mining과 web contents mining 기법들에 대한 적용 및 비교 연구를 수행하였다. 약 500 통에 달하는 광고메일을 표본으로 하였으며, 정상적인 편지군(500 통)에 대해서 동일한 기법을 적용시켜 false alarm도 측정하였다. 비교 연구 결과에 의하면, 메일 패턴의 가변성이 너무 커서 wrapper generation 방법으로는 해결하기 힘들었고, association rule analysis와 link analysis 기법이 보다 우수한 것으로 평가되었다.

• (The) Korean Journal of Advertising
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• v.28 no.3
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• pp.53-81
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• 2017

As online video advertising market grows, viral advertising is drawing attention. This study investigated factors influencing consumer's sharing intent of viral advertising each from four dimensions which are content, sender, consumer, and network. As a result, factors of persuasive intent, brand-ad image fit, perceived self-presentation, and bridging social capital were found to affect consumer's sharing intent of viral advertising. And persuasive intent of content was found to be negatively affect consumer's sharing intent. Social value and bonding social capital were not found to have significant influence on consumer's sharing intent of viral advertising. From the analysis of this result, this study suggested future research topic and academic/practical implications.

• 한국체육학회지인문사회과학편
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• v.54 no.6
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• pp.309-319
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• 2015

The purpose of this research was to find out the structural relationship and difference soccer and baseball during TV sport broadcasting of advertising for consumer attitude relation of advertising, advertising avoid, perceived intrusiveness in order to help for advertising strategy and giving for good image to sport viewer by advertising media. In this study, 275 surveys were collected and the participants were university student in B metropolitan city using convenience sampling method. The questionnaires were written using self-administration method. The confirmatory factor analysis and the structural equation model were done using IBM AMOS 20. The reliability analysis, descriptive analysis, frequency analysis, independent t-test and correlation were done using IBM SPSS Statistics 21. The results were as follows: First, cognitive avoidance and physical avoidance was shown that baseball viewer was higher than football viewer. Advertising attitude and perceived intrusiveness was shown the baseball viewer and football viewer not different. Second, perceived intrusiveness had effect advertising attitude. Third, perceived intrusiveness had effect avoidance(physical avoidance, cognitive avoidance). Fourth, advertising attitude had effect on advertising cognitive avoidance. Fifth, advertising attitude had not effect on advertising physical avoidance.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2000.11a
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• pp.52-61
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• 2000

본 연구의 궁극적인 목표는 효과적인 감성광고의 제작을 위하여 소비자의 감정에 관한 생리적 반응분석 결과를 광고제작자에게 제시할 수 있는 소비자 위주의 감성적 광고를 개발하는 것이다. 이번 연구는 기초 단계로서 감성과 관련한 소비자의 태도와 반응을 인지학적 접근을 통해 분석하고 이 모형을 개발하기 위한 연구이다.

• Archives of design research
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• v.17 no.1
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• pp.25-36
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• 2004

The purpose of this study is to analyse and interpret the way of differentiated expression and changing creative trend following 5-day workweek which has been recently adopted. For this aim 11 pieces of distinctive advertising text were analysed. The criteria for selection of analysing text were relativeness with 5-day workweek and cognitive inconsistency. These texts were negative phrases, exaggerated expression, and excessively humorous appeals. The study revealed the followings: First, 5-day workweek concerned advertising texts were considered as high attention getting and successful in stimulating advertising audiences' curiosity by using the elements opposing the value and belief system formed in the existing audience. Second, consumption-driving lifestyle was found in most expressions for credit cards advertising. Third, hedonic need-oriented lifestyle was typical in young consumer products category. Fourth, family centered lifestyle emphasized meaning of rest and solidarity of family.