• Proceedings of the Korea Inteligent Information System Society Conference
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• 2002.11a
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• pp.411-422
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• 2002

비교구매는 e-Marketplace의 매출에 큰 영향력을 미치고 있으나 운영 수익은 대부분 광고에 의존한다. 하지만 인터넷 광고의 수익률은 열악한 상태이며, 종량제 기반 광고 방법의 확대로 소비자에게 덜 알려진 판매자의 제품 정보 노출 기회는 더욱 줄어들고 있다. 따라서 비교구매 사업자의 광고 수익을 높이면서 판매자 입장에서는 예산 및 제약 조건 범위 내에서 광고 노출의 효율성을 최적화하는 방법 및 시스템에 대한 연구가 필요하다. 본 연구에서는 비교도전을 이용한 비교광고 방법을 제안하고 그 실행 방법으로 판매자의 비교 도전 계획 모델을 사용하는 e-Marketplace기반 비교구매 사업자의 비교광고 시스템을 설계하고 구현하였다. 비교도전 계획 모델은 경쟁사(Competitor), 경쟁 제품(Product) 그리고 제품의 사양(Specification)에 대한 수준별 도전 정책을 적용하며, 양 사의 제품 사양 속성값들 간의 기능적 거리를 양적 수치화하여 판매자 제품이 경쟁사 제품에 가장 유사하지만 우세한(Similar but Superior) 쌍들에 대한 비교광고 포트폴리오를 구성함을 목적으로 한다. 비교도전 계획 시스템은 비교가치의 생성과 최적화의 단계로 이뤄진다 주요 5개 PC제조사의 데스크탑 제품자료를 사용하여 프로토타입을 구축하였으며, 타 비교광고 방법과 대비한 성능 평가를 수행하였다. 또한 e-Marketplace기반 비교구매 사업자의 비교도전에 의한 비교광고 표시 방법을 예시하였다.

• The Journal of the Korea Contents Association
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• v.9 no.8
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• pp.341-349
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• 2009

This study compares the relative effectiveness of affective factor(Ad attitude) and cognitive factor(Brand cognition) on brand attitude among three ad types - direct comparative, indirect comparative, and noncomparative ads. The results showed that in direct comparative advertising context the brand cognition is dominant in determining brand attitude. In indirect comparative advertising context brand cognition is also dominant in determining brand attitude, but the difference is less than direct comparative advertising. In noncomparative advertising context the ads attitude is dominant in determining brand attitude. According to research outcomes, it could be said that direct comparative advertising is more effective than indirect comparative advertising.

• Management & Information Systems Review
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• v.32 no.5
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• pp.101-117
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• 2013

This study compares the relative effectiveness of affective factor(Ad attitude) and cognitive factor(candidate cognition) on candidate attitude among three ad types - direct comparative, indirect comparative, and noncomparative ads. The results showed that in direct comparative advertising context the candidate cognition is dominant in determining candidate attitude. In indirect comparative advertising context candidate cognition is also dominant in determining candidate attitude, but the difference is less than direct comparative advertising. In noncomparative advertising context the ads attitude is dominant in determining candidate attitude. According to research outcomes, it could be said that direct comparative advertising is more effective than indirect comparative advertising in political advertising area.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.491-513
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• 2001

It has not been a long time since a comparative advertising was emphasized in the advertising industry and academics. The issue is whether comparative advertising is more effective than noncomparative advertising, and if it is true, then under what conditions it is more effective. Based upon previous research results and expertises' opinions, the authors try to figure out the hierarchy of comparative advertising effect and its determinants. The objective of this exploratory study is to develop a conceptual model on comparative advertising effect and research propositions. This model would provide us with broader understanding on comparative advertising, practical guidelines for comparative advertisement production, and foundations of developing more detailed model on comparative advertising effectiveness.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2003.11a
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• pp.35-38
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• 2003

비교도전 광고는 비교도전자에 의해 활성화되는 적시성 비교광고 방법이며 그 체계적인 구성을 위해 비교가치이론을 제안한다. 본 연구는 제안된 이론에 기반해 CompareMe와 CompareThem전략을 제시하고 비교주체와 객체간의 가격과 성능의 우열구분과 비교제품군의 특징적 사양의 근접도에 따라 8개의 비교도전 시나리오를 분류한 후 데스크탑PC 제품간 비교실험을 통해 시현한다. 여러 비교객체 제품들에 대한 비교도전 계획이 필요하며, 수리계획 모형을 사용하여 광고예산, 비교노출 한도 등의 제약조건에서 비교가치를 최대화한다. 광고효과에서 비교도전 광고가 무작위 배너 인터넷광고에 대비해서 4.77배, 그리고 유사성기반 표비교에 2.77배 좋은 가격과 성능을 제공한다.

• Korean journal of communication and information
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• v.26
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• pp.209-257
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• 2004

Comparative advertising, in which explicit or implicit comparisons are drawn between the advertised brand and its competitors, is commonplace in today's marketplace. While holding the promise of helping consumers make more informed choices among brands, comparative advertising may actually have the opposite effect when they mislead consumers about the relative merits of competing brands. Therefore government agencies are continuously monitoring the comparative advertising to ensure that it is in the public's interest. The objective of this study is to investigate cross-national differences in comparative advertising regulation. For this, the study analyze the law of comparative advertising in Korea and around the world. The results showed there are differences among nations in the law of comparative advertising and most nations have special legislation on the comparative advertising. The other finding of this study is that the law governing comparative advertising becoming increasingly clear. This study can assist advertisers concerned with providing advertising that is acceptable to countries which they attempt to marker. And this work can contribute to the research scream, building on the work of others in broadening the understanding of that constitutes acceptable comparative advertising in contemporary nations.

• Management & Information Systems Review
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• v.31 no.4
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• pp.639-661
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• 2012

The purpose of the paper is to examine sidedness effects of comparative advertising and moderating roles of the emotions of customer and product type. To test the research hypotheses, this study conducted experimental designs. One hundred ninety-two undergraduate students were assigned to one of the four experimental groups. Comparative Advertising message type and product type were manipulated as between-subject factors. There was a surprising event situation(free gift event) when participants came to laboratory for experiment, which is for the emotion manipulation. If a participant in a positive emotion group, he or she gets a free gift. The data demonstrate that comparative message type have a significant effect on both attitude toward the advertising and acceptance intention. In addition, consumers' emotion and product type play a significant moderating role between the message types and the dependent variables. The results of this study contribute to the literature as a new attempt to examine the sidedness effect of the comparative advertising message. We suggested that message types and consumer's emotion is one of very important aspects for a comparative advertising and marketers should consider people's emotion when they release a comparative advertising, which can help when marketers make their strategy for a comparative advertising.

• Korean journal of communication and information
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• v.39
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• pp.428-472
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• 2007

The purpose of this study is to find that how the principles of Fair Labelling and Advertising Act(called 'FLAA' hereinafter) apply to the unfair comparative labelling and advertising activities, as compared with deceptive and misleading, by analyzing the related judicial precedents for 7 years since FLAA enacted, The exact 17 precedents of Fair Trade Commission were analyzed to be judged the unfair comparative labelling and advertising activities, and partly also deceptive, falsified and exaggerated, which include in overlapping 5 comparative counterparts, 11 comparative standards, 7 comparative contents and 4 comparative methods in the unfairness types of comparison. Conclusively, it is needed that the unfairness of comparative labelling and advertising activities should be multiply considered in the concepts of deception, false or exaggeration and slanderousness, to more clearly apply to the facts and to more sufficiently protect consumers from the misleading environments.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.3
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• pp.270-276
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• 2017

Previous studies of the effects of comparative advertising did not consider that comparative advertising should satisfy its legal conditions otherwise it would be unfairly comparative advertising. In this context, this study reviewed the current legal definition of 'unfairly comparative advertising' to clarify it by the definition of unfairly comparative advertising of the Guideline of Judgement of Comparative Labeling or Advertising based on the Act on Fair Labeling and Advertising. In addition, this study confirmed that comparative advertising was banned by the Monopoly Regulation and Fair Trade Act, which was the previous act on unfair labeling or advertising, and identified differences between the two Acts in regulating unfairly comparative advertising. This study analyzed 354 adjudication cases of unfairly comparative advertising based on the regulation of Monopoly Regulation and Fair Trade Act. As a result, the definitions of the two Acts of unfairly comparative advertising were found to correspond to each other. These results suggest empirically that comparative advertising was not banned legally in the past and the definition and judgement standards of unfairly comparative advertising have not been changed.

• (The) Korean Journal of Advertising
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• v.25 no.1
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• pp.179-201
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• 2014

This study explored mutual perceptions among clients, agencies, and consumers on the evaluation of ad creativity applying the co-orientation model. In order to investigate agreement, congruence, accuracy among three groups, they exposed to real commercials as stimuli and evaluated ad creativity of them in terms of four dimensions, such as originality, appropriateness, clarity, and relevance. Results indicated that agreement between agencies and consumers is relatively high, whereas one between clients and agencies is relatively low. Also, clients show relatively higher level of congruence, but agencies have relatively lower level of one. Accuracy between agencies' evaluation of ad creativity and clients' perception of agencies' view on ad creativity, and between consumers' evaluation of ad creativity and clients' perception of consumers' view on ad creativity would be relatively high. On the other hand, accuracy between clients' evaluation of ad creativity and agencies' perception of clients' view on ad creativity would be relatively low. Results showed that there is a need clients and agencies to consider on consumers' viewpoints on ad creativity.