• The Korean Publising Journal, Monthly
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• s.138
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• pp.22-23
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• 1993

출판업은 다른 매체로부터 점점 더 강력한 메시지를 받게 될 소비자들의 요구와 기대에 부합하여야 한다. 펭귄(Penguin)사의 마케팅 이사인 앤드류 웰험(Andrew Welham)은 출판인들과 서적상들이 그들의 마케팅 방법을 가능한 한 빨리 바꿔야 한다고 촉구한다. 이번 호에는 웰험이 "북셀러"지 최근호를 통해 발표한 출판계의 새로운 마케팅 과제에 관한 글을 요약 정리한다.

• Proceedings of the Korea Database Society Conference
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• 2001.06a
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• pp.213-234
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• 2001

1. Brokat Server Technologies (Channel 통합 Messging Server) 복잡한 메시지 교환을 유연하게 제어함으로써 Front-End/Back-End각각에 존재하는 다양한 채널을 RealTime으로, 유연하게 통합관리하여 채널간의 Messaging을 Smart하게 컨트롤 2. Brokat Advisor (Rulebase Management System) 복잡한 비즈니스 룰의 적용과 Non-Programming/다이나믹한 관리를 동시에 가능하게 하는 Large E Business Engine (중략)

• Proceedings of the Korea Database Society Conference
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• 2000.11a
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• pp.329-336
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• 2000

본 논문은 이동통신기기를 이용한 무선 데이터 서비스에 관해 분석 고찰하고, 현존하는 무선통신기기를 이용한 비즈니스 모델을 도출 하였으며, 우리생활을 보다 편리하게 할 수 있는 intelligent 공간 관리시스템과 이동통신 기기를 이용한 무선 인터넷 광고 등을 중심으로 한 무선 멀티미디어 서비스의 구현에 관하여 기술하였다.

• The Research Journal of the Costume Culture
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• v.23 no.3
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• pp.498-511
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• 2015

This paper examines advertising images of fashion brands in vertical social network site (SNS) from the viewpoints of message strategies. Vertical social network sites are types of social curation systems applied to social networking, where information is selected, organized, and maintained. Fashion brands communicate with consumers by presenting images on vertical SNSs, anticipating improvements in brand image, popularity, and loyalty. Those images portray content for particular brands and seasonal concepts, thus creating paths for product sales information. Marketing via SNSs corresponds to relationship marketing, which refers to long-term interrelationship and value augmentation between the company and consumer, and viral advertising, which relies on word of mouth distribution via social network platforms. Taylor's six-segment message strategy wheel, often used for analyzing viral ads, was applied to conduct a content analysis of the images. A total of 2,656 images of fashion brands advertised on Instagram were selected and analyzed. Results indicated that brand values were somewhat related to the number of followers. Follower rankings and comment rankings were also correlated. In general, fashion brands projected sensory messages most often. Acute need and rational messages were less common than other messages. Sports brands and luxury brands presented sensory messages, whereas fast fashion brands projected routine images most often. Fashion brands promoted on vertical SNSs should portray advertising images that combine message strategies

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.30-39
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• 2018

This study was conducted with the aim of presenting a strategic implication for effective political campaign in the election situation which is held almost every year including the early presidential election. For this purpose, the $2{\times}2{\times}2$ triad experiment design of framing, involvement, political efficacy. The result shows that the main effect of framing and political efficacy was found, but the main effect of involvement was not shown. And also a result of two-way ANOVA, the interaction between framing and involvement was significant, but the interaction effect between framing and political efficacy was not significant. In addition, the three-way interaction effects of framing, involvement, and political efficacy were also significant. This study suggests that prospect theory is not often used to test the effects of political campaign messages and suggests new perspectives on political campaign strategies by introducing the prospect theory into election campaign message research.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.503-517
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• 2017

After a few recent documentary films had commercial success, factors for their success are getting attention. This paper explores the factors of the financial success of two documentary films. "My Love, Don't Cross That River" gained extended popularity with its universal message, and "Two Doors" conveyed a poweful political message. This paper conducted a case study by inteviewing production directors and distribution managers. Analysis was based on the three categories suggested by Litman and Kohl(1989): creative sphere, distribution-scheduling release pattern, and marketing efforts. Findings present the common factors of the two movies' success in the following areas: persons and events showing a powerful reality, a message with new and fresh insight, artistic quality, distribution strategy with timely scheduling, release time (period), public relations, and advertising.. In addition, "My Love, Don't Cross That River" was helped by a sufficient budget for scheduling/releasing and advertising. Its wide-release stratergy worked as well. "Two Doors" was aided by the government support for release and by the special factor called 'Participating viewer'. By examining the factors of documentary films' commercial success, this study has an implication for the popularization of documentary movies by indicating how to strategically apply relevant factors.

• The Journal of the Korea Contents Association
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• v.16 no.5
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• pp.124-136
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• 2016

Because of continuous outbreaks of disasters and emergencies, the importance of government crisis management has been increased. This study analyzed the Korean government's response messages during the 2015 MERS outbreak, which was an emergency issue that showed a great ripple effect. According to the three diffusion phases of MERS, the semantic network analysis of 134 press releases on the central and local governments' official web sites of MERS was conducted. The results showed that during the early stage of MERS, the central government misperceived the crisis situation, and as a result, specific and enough information was not provided promptly regarding a list of hospitals with known MERS exposure and prevention method. During MERS diffusion and decline stages, Seoul and Gyeonggi-do provided more specific and actionable messages than the central government. This study was meaningful in that it analyzed and evaluated crisis communication messages during an outbreak of the infectious disease. The findings of this study provide useful implications for government officials in their crisis management and communication strategy during emergency risk situations.

• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.357-367
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• 2017

The study investigated information about the effects of message framing on colorectal cancer(CRC) screening related health beliefs and compliance with the CRC screening test within the theoretical framework of the prospect theory and the Health belief model (HBM). This study was using a non-randomized controlled quasi-experimental design. One hundred and sixty-four in the industrial workers who were currently nonadherent to guidelines for receiving screening were assigned to one of three experimental conditions: (a) gain-framed message, (b) loss-framed message, and (c) general-framed message. CRC screening-related health beliefs was self-reported after the intervention. And the immunoassay Fecal Occult Blood Test (iFOBT) kit was collected at 1 week. The research finding were analyzed by $x^2$ test and one-way ANOVA using SPSS 21.0. The loss-framed message group had higher perceived susceptibility, severity and benefit than the gain-framed message and general message. The participation rate for the immunoassay Fecal Occult Blood Test(iFOBT) was highest in the loss-framed message group. The loss framed messages more effective to enhance screening behavior. The present results provide a theoretical basis for developing educational guidelines for CRC testing and could be used for performing comprehensive approach by predicting and suggesting the practical effects according to message type in advance.

• Science of Emotion and Sensibility
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• v.17 no.2
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• pp.3-12
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• 2014

A way to increase effectiveness of charitable donation ads is to activate or magnify emotional experiences (e.g., sympathy, empathy, psychological distress) among target audience. Past studies suggest that mental imagery and attention, which activate or magnify emotional experiences, can be influenced by verbal message attributes (i.e., message concreteness and valence) of charitable donation advertisements. Based on the previous research, the study built a conceptual framework for processing of charitable donation advertising: message concreteness and valence ${\rightarrow}$ mental imagery and attention ${\rightarrow}$ emotional experiences ${\rightarrow}$ donation intention. To verify the framework, the study investigated on the influence of message concreteness and valence on mental imagery and attention through assessing ERP responses. It also examined how message concreteness and valence have an effect on the intent to donate through measuring the amount of donation. The study revealed that concrete message activated mental imagery more than abstract message whereas negative message enhanced attentional level more than positive message. Compared to the other conditions, when the message was concrete and negative, the amount of donation was significantly large.

• (The) Korean Journal of Advertising
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• v.25 no.5
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• pp.7-42
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• 2014

This study is designed to examine the effects of information source's social distance on message attitude and online word-of-mouth intention (e-WOM). It also examined the moderation effects of blatant persuasive intention of message, the normative interpersonal influences, and the informative interpersonal influences on the relationship between social distance and advertising effectiveness. This study employed an experiment: 2(far/near social distance far/near) ${\times}2$(high/low blatant persuasive intention of message) ${\times}$(high/low normative interpersonal influences) ${\times}2$(high/low informative interpersonal influences). The results of this study are as follows. First, closer social distance led to more positive message attitude and higher online word-of-mouth intention. Second, when blatant persuasive intention of message is low, the effects of social distance on message attitude and WOM intention were more noticeable while those effects were less significant for high blatant persuasive intention of message. Third, there were no interaction effects of social distance and normative interpersonal influences on advertising effectiveness. Fourth, the effects of social distance on message attitude and WOM intention were more significant for high informative interpersonal influences than for low informative interpersonal influences. Implications of study findings are provided for strategic use of corporate Facebook page to generate positive consumer responses.