• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.251-256
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• 2020

Based on the development of SNS in Mobile and Internet, crisis management is regarded as an important issue that determines the rise and fall of businesses. This study aims to contribute to more efficient implementation of crisis management messages by examining the relationship between the strategy of crisis management communication and the level of specificity of the message. The study found that consumers evaluated the crisis-hit company's acceptance communication strategy to show a higher level of integrity, reliability and appropriateness than the defensive strategy. However, this main effect is mediated by the specificity (high specificity vs. low). Specifically, consumers' assessment of crisis management messages and information-seeking behavior were found to be most favorable when used in a mixture of acceptance strategies and high specificity. Conversely, the lowest effect was the combination of defense strategy and high specificity. Based on these results, the theoretical discussions is described for crisis management practitioners of enterprises and organizations.

• Asia Marketing Journal
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• v.5 no.1
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• pp.23-50
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• 2003

본 연구는 최근 기업들이 광고촉진의 한 수단으로서 많이 활용하고 있는 특정 감정소구의 한 형태로서 지역정서를 이용한 광고의 설득효과를 탐색하기 위하여 지역정서소구메시지 유형을 촉진형 메시지와 예방형 메시지로 구분하고, 이 메시지유형들의 설득효과에 대하여 소비자의 지식수준과 자기지역중심성향 (CLOCAL)이 어떻게 조절작용을 하는가를 탐색적으로 검토하였다. 연구결과 지역소비자에 대한 지역정서소구광고의 메시지유형별 설득효과는 소비자 개인특성의 조절변인으로서 지식수준과 자기지역중심성향 수준을 고려했을 경우, 촉진형 메시지와 예방형 메시지 모두에서 유의적인 차이를 발견할 수 있었다. 먼저, 소비자의 정보처리능력과 관련하여 지식수준이 높은 집단에서는 촉진형 메시지가 더 설득적이었고, 지식수준이 낮은 집단에서는 예방형 메시지가 더 설득적임을 발견하였다. 그러나 소비자의 자기지역중심성향수준에 따라서는, 높은 수준의 집단에서는 예방형 메시지가, 낮은 수준의 집단에서는 촉진형 메시지가 더 효과적인 것으로 나타났다. 끝으로 본 연구는 이와 같은 연구결과를 바탕으로 지역정서소구광고의 메시지 특성과 소비자특성에 따른 차별적인 지역정서소구광고의 설계전략방안들을 제안하였다.

• Management & Information Systems Review
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• v.37 no.2
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• pp.109-123
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• 2018

This research presented the privatization of pubic corporations in terms of communication dimension rather than political and ideological dimension. Concretely, we examined how the message framing of privatization affects consumer's advertising attitude. At the same time, this study also examined the moderating factors which make a difference of the message framing, such as personal relevance(high/low) and social value orientation(proself/prosocial). The results showed that the interaction effect between type of message framing and personal relevance. Positive message framing showed a higher effect than negative message in the case of low personal relevance. Also, There was the interaction effect between type of message framing and social value orientation. Positive message framing showed a higher effect than negative message in the case of proself. However, there was no difference in message framing effect when there was high personal relevance and prosocial. Lastly, the implications of this study was presented. First, this study expanded the scope of research related to message framing. Second, the use of moderating variables such as personal relevance and social value orientation increased the possibility of practical application. In addition, limitation and further study directions was discussed.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.7 no.4
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• pp.36-48
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• 2008

Variable Message Signs(VMS) is one of the important subsystems of Intelligent Transportation Systems (ITS), which is useful for providing drivers with real-time information on traffic, roadway or weather conditions. In order to maximize the effectiveness of the VMS system, it is required to reflect drivers's preference on designing and operating the system. In this context, this study was conducted to develop strategies to deliver the messages in an efficient manner while many other previous studies focused primarily on the contents of the messages, from drivers's perspectives. Drivers's preference on message expression formats and message display orders were investigated through image analysis in the perspectives of a total of 40 subjects. With respect to message expression formats, drivers preferred Gulim or Dodum in font style, middle arrangement of the letters, pictogram combination as opposed to letters only, blank time less than 0.5 sec, appearing message in animation effect, messages in single phase, non-flashing message. In the matter of message display orders, drivers preferred to obtain link or traffic information in the lust place. Then, they desired to be informed of roadway condition and instructions or recommendations for drivers to cope with unexpected events among various messages for traffic condition.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.235-236
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• 2019

이 연구는 청력손실 예방 공익광고 메시지가 프레이밍 유형(긍정/부정)과 자기효능감 정보제공(유/무)에 따라 수용자의 청력손실 예방의도에 미치는 영향을 검증한다. 개별 참여자들의 개인적 특성으로 지각된 위험과 미래지향 시간관을 메시지 효과에 영향을 미칠 수 있는 변인으로 설정했다. 이를 통해 청력손실 예방에 대한 이해와 관심을 증진시키기 위한 캠페인을 진행할 때 메시지 전략측면과 실행의 효과면에서 메시지 내용의 표현방법과 효율적 전달방법에 대한 함의를 제시한다.

• Economic and Environmental Geology
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• v.45 no.4
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• pp.431-440
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• 2012

This study examines the communication status and strategies of geological resource related companies in Korea through the comparison with American companies. Through this analysis, this study is to draw the domestic companies' characteristics and problems on communication, and even to suggest how to execute the communication about geo-technologies at national level. The results indicate that geo-technologies related compaies in Korea don't use a lot of advertising communication as means of providing informations about corporate itself, corporate activities, and it's product, etc. And the companies using advertising communication tend to execute more organization advertising focusing on corporate image than product advertising. The advertising utilized by geological resource related companies is usually targeted at consumers, they don't use advertising endorser actively. And all the companies analyzed in this study have their own website and run it. This study provides some recommendations on communication strategies and executions for various geo-technologies related organizations. (1)Advertising strategies for establishing a specific image (2)Advertising message for understanding about geo-technologies (3)A variety of advertising creative (4)A consistent advertising concept and message strategies (5)A consideration about website in terms of PR (6)Information on website for various stakeholders (7)Providing various information message on website.

• Electronics and Telecommunications Trends
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• v.17 no.1 s.73
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• pp.10-20
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• 2002

통합 메시징은 다양한 종류의 메시지 모두를 하나의 이용자 인터페이스로 가져와 모든 메시지에 대한 통지, 배달, 새로운 메시지의 송신, 그리고 수신 메시지에 대한 회신 및 포워딩을 제공하는 기술을 말한다. 통합 메시징 서비스가 현재 전세계적으로 유망한 차세대 통신 서비스로 가치를 인정 받고 있는 시점에서, 본 고에서는 2001년 정보통신부가 출연하여 수행한 50대 전략품목 조사분석 과제의 산출물인 통합 메시징 시스템 기술/시장 보고서의 일부분을 발췌하여 간략히 정리하였다.

• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.127-132
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• 2018

This study set out to examine message orientation in advertising expression through the content analysis of apartment sales advertisements in Busan. For this purpose, the study analyzed newspaper ads about apartment sales in the Busan area in terms of advertising appeal methods and message types. Advertising appeal methods(rational and emotional appeal) and message orientation(environmental, emotional, investment, and functional orientation) were categorized according to brands(nationwide and local brands). The findings show that most of apartment sales ads in Busan used a rational appeal method. While nationwide brands used rational and emotional appeal in similar percentage, local brands used a lot of rational appeal. Of the types of advertising message orientation, investment and emotional orientation recorded the highest percentage. Messages of investment orientation to show economic profit or premium were used most, being followed by messages of emotional orientation to show pride and happiness. These findings were interpreted to display differences in strategies for advertising expressions among brands. The findings are expected to offer useful practical implications for message strategies for apartment sales ads.

• Disaster Prevention Review
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• v.19 no.3
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• pp.33-40
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• 2017

• KIISE Transactions on Computing Practices
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• v.21 no.3
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• pp.183-191
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• 2015

Recent developments in IT have made real-time ECG monitoring possible, and this represents a promising application for the emerging HL7 standard for the exchange of clinical information. However, applying the HL7 standard directly to real-time ECG monitoring causes problems, because the partial duplication of data within an HL7 message increases the amount of data to be transmitted, and the time taken to process it. We reduce these overheads by Feature Scaling, by standardizing the range of independent variables or features of data, while nevertheless generating HL7-compliant messages. We also use a De-Duplication algorithm to eliminate the partial repetition of the OBX field in an HL7 ORU message. Our strategy shortens the time required to create messages by 51%, and reduces the size of messages by 1/8, compared to naive HL7 coding.