• The Journal of the Convergence on Culture Technology
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• v.6 no.1
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• pp.147-153
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• 2020

The purpose of this study is to suggest the value and type of online and offline linked advertisement, which is a new advertisement type that emerged with the advent of the 4th industrial revolution. In this study, based on literature research, we understood the marketing method that evolves from "4P (product, price, place, promotion)" to "4C (co-creation, community, conversation, currency)" and extracted derive 4C elements. Based on this, we analyzed what elements of 4C showed online and offline connectivity through the investigation of on and offline linked advertisements. Through the analysis results, online and offline linked advertisements were classified into 4 types and 14 detailed types according to how they were connected to the number of 4C elements. In this paper, as a final result, we verified that 4C elements of marketing that appeared in the era of the 4th Industrial Revolution are represented in advertisements and suggested the typology of advertisements accordingly. This study is expected to contribute to providing new insights to advertisers and researchers who produce and study online and offline advertisements.

• Journal of Digital Convergence
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• v.14 no.3
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• pp.105-114
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• 2016

As the media environment surrounding us has changed rapidly, the influences of traditional media decrease whereas promotions using new media have been developing remarkably, Under this circumstance, cross-media advertising, which strategically integrates advertisements on multiple media, is getting attention as an effective marketing communication approach. This study investigated consumer responses to cross-media advertising using both online and offline media, focusing on the effects of product involvement, attributes of media connection, and gender. The experiment was conducted towards adult consumers aged 20 to 39. Results confirmed that the interaction effect between product involvement and attributes of media connection on brand attitude and behavioral intention was significant by a moderating role of gender. Based on the results from this study, both theoretical and practical implications were discussed, as were directions for future research.

• Korean journal of communication and information
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• v.22
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• pp.131-166
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• 2003

The opening of advertising market and introduction of the free competition doctrine make the competition harsher among advertising agencies. Advertising agencies do their best to execute their ad more efficiently and scientifically. But, it is the reality that broadcasting advertising industry in korea did not construct enough infrastructure to execute the systematic activities compared with that of advanced countries. So, we need to grasp the present conditions and draw a time-table to construct primarily necessary infrastructures. In case of hardware infrastructure in advertising industry, digitalization of broadcasting and convergence of broadcasting with telecommunication make it hurry to construct that. But as the ad agencies was in the situation to compete each other, they have a difficulty to construct common hardware infrastructure enthusiastically. Thus, it is necessary to build hardware infrastructure in advertising industry for policy. And the construction of that should be executed systematically not for the short term effects but for the long term objectives. Also, it is the most important to construct reliable Software infrastructure in advertising industry from all of ad agencies. In these days, ad agencies have a tendency not to believe the important information, like the data of ratings and advertising transaction information, in relation to the advertising activities. And they do not share and communicate about the information of the advertising industry trends, research trends, advertisement related information. So, it is also hurry to build the on-line and off-line database system. Finally, for the development of brainware infrastructure in advertising industry, it is the most necessary to activate the cooperation relation between university and advertising agencies. Universities need to invite experts in the advertising to teach the students practical knowledge and ad agencies to recruit students who want to develop their carrier in the advertising industries. In conclusion, advertising industry in korea to solve these tasks for the development of advertising industry infrastructure in the way of cooperation and harmony of each other rationally and efficiently.