• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.4
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• pp.1518-1524
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• 2012

A Brand is supposed to age as it goes by, following a brand life cycle, as it is not a solid, immutable asset but something of a living creature. Therefore, self-renovation and revitalization efforts are needed, in order to incessantly confirm the self existence through the relationship with the consumer. In 2009 and 2011, 'Beksul', brand in maturity stage tried to revitalize Brand and the brand image two-times. For this study, brand logo and TV commercials of Beksul for revitalization were gathered via TVCF.com and their creative strategy were studied. This study could find that the creative strategy of brand in maturity stage is based on its brand essence and focused on reinforcing brand royalty.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.207-215
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• 2020

The purpose of this study is to examine the effectiveness of PBL in a college AD/PR class. This class was run under the theme of 'Sinchon Regeneration Project' in the 'Seodaemun-gu & University Collaborative Project Program'. As a result of the pre-post surveys, the authors found a significant increase in the place attachment to Sinchon, which was considered as a critical variable in this program. This research is an important study with high practicality in the area of cultural content production education PBL. The PBL teaching method can contribute to enhancing the class satisfaction and strengthening the competitiveness of students in cultural content related majors.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.142-149
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• 2011

This study analyzed the brand storytelling campaign of Pasteur drink-type yogurt 'Quebyon'. The basic idea of research comes from how unique brand name is able to success in Korean yogurt market. Pasteur storytelling campaign has focused on the product's branding and positioning. For analyzing the research, Brand Stewardship Model(BSM) which based on consumers' perspectives has been used. For successful storytelling campaign of Pasteur, strong brand name is needed. Pasteur has decided the brand name 'Quebyon' which means good movement of the bowels in accordance with the research results. And the positioning has been decided 'attack inside (the body) if it does not evacuate'. For powerful positioning, three criterions are decided. They are including harmony with the brand name, differentiation with competitors and easiness with memory. Finally, the Pasteur product dominates the Korean Bulgarian-style yogurt market. The success comes from the harmonizing of Quebyon yogurt's branding and positioning. In other words, the branding and positioning strategies were working effectively to the consumers. In conclusion, this study has proved why branding and positioning strategies are so important in brand storytelling campaign.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.271-280
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• 2020

The use of multiple celebrity endorsement is a common practice in advertising campaigns. However, little research has been conducted on the effects of multiple celebrity endorsement. In particular, the current study is designed to delve into what factors influence the effects of multiple celebrity endorsement. Portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit are three factors that affect a consumer's attitude toward the ad, the endorsed brand, and the purchase intention in the context of multiple celebrity endorsement. Study findings suggest that portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit positively affect attitudes toward the ad. In addition, as shown in the modified model, covariance among these three variables was found. Practical and theoretical implications were also discussed.

• The Journal of the Korea Contents Association
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• v.15 no.3
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• pp.327-335
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• 2015

This study analyzed symbolically the TV advertisement of disabled model from the point of view of the advertising communication of the consumers. Depending on the characteristics of the semiotics square of Greimas, the flow of the value of consumption of people with TV advertisement of disabled model, protective value, non-protective value, existence value, non-existence value such as ${\infty}$ re-protective value in the presence value it will move the form. The results from this study showed that SK Telecom TV ad (wheelchair basketball) is existence value, the iPhone 4 (lovers) is non-protective value, Samsung Securities (campaign) is protective value and Sonata automotive TV ad (Sonata Touchable Music Sheet) shows the non-existence value.

• The Journal of the Convergence on Culture Technology
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• v.6 no.3
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• pp.83-90
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• 2020

Recently, a growing number of copyright infringement websites have illegally copied and posted works such as broadcasting, movies and music, and posted advertisements to make profits. The research is aimed at finding solutions by analyzing the current status of advertisements on copyright infringement websites. The results of this study are as follows. First of all, there are many advertisements harmful to teenagers, such as casinos, betting, games, adult products, and adult meeting, which is necessary to deal with. Secondly, there were many unethical advertisements on copyright infringement websites, but there were also many advertisements from famous companies. Advertisements from large companies and famous brands are also being executed continuously, which can create trust in illegal sites. Therefore, the government, advertisers, citizens, and academia should participate in a campaign to root out the use of illegal websites because it is impossible to eradicate them by crackdown alone. In this paper, we pointed out the practical problems of advertising execution, the main source of revenue for copyright infringement websites, and presented a comprehensive solution.

• The Journal of the Korea Contents Association
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• v.8 no.3
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• pp.97-106
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• 2008

'Hoon's family story' is worth analysing because it is appreciated one of excellent advertising campaigns made success of gaining social sympathy and inducing interaction on media. And advertisements expressions have been regarded as the tort that we should analyze by semiotic methods. This paper provides possibilities of the advertisement analysis matrix for analysing significations of this campaign based on theories of Roland Barthes and Roman Jakobson for advertising planners and designers.

• Journal of the Korea Convergence Society
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• v.8 no.12
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• pp.227-234
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• 2017

People believe donations are done by others who have the leisure time and money to do so. In addition, people distrust charity organizations because they aren't sure if the money is used properly which makes them hesitant to donate. In order to gain general public's trust and involvement, people need to start campaigning about trusting and donating to organizations. Looking into many different successful charity case studies, we can find how these different cases are attracting people and building their trust. Therefore, I propose the proper and effective ways to campaign for charity organizations through analyzing different case studies. The result shows that a campaign is most effective when arising amusement and curiosity in the general public. Also trust gets built in the minds of the public once the charity organizations became more transparent.

• 프린팅코리아
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• v.13 no.12
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• pp.104-104
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• 2014

시카고에 본사를 둔 Continental Web Press는 카탈로그, DM, 삽입 광고에 특화된 상업 윤전 오프셋 인쇄업체다. 41년 동안 코닥과 비즈니스 관계를 맺어 온 Continental Web Press는 고객들에게 보다 더 강화된 개인화 마케팅 서비스 제공, 세일즈 수익 증대, DM이나 다른 마케팅 캠페인에서 응답률을 증대시키기 위해 최근 코닥 프로스퍼 S시리즈 시스템을 도입했다

• Journal of Digital Convergence
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• v.9 no.1
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• pp.201-212
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• 2011

This study is to carry out meta-analysis on doctoral dissertations which had been written after 2004 when the empirical analysis about digital politics had begun. This study aims to identify tendency of recent analysis. For this purpose, it classifies the research trends of digital politics as political participation, political process, political advertising and election campaigns, and examines the researcher's definition, framework of empirical analysis, and all the results. Moreover, the study systematically summarizes the research model, analysis unit, concept and its components in order to ensure availablity so that the information could be available for the further research.