• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.187-197
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• 2010

This study compares the national telecom commercials during the World Cup in order to investigate the communication effects of sponsorship and ambush advertising. It conducts KTF and SKT advertising in 2006 as empirical study for exploring the communication effect. As a result, empirical study says that there is no difference between sponsorship and ambush advertising in terms of attitude toward advertising, and ambush advertising results in higher attitude toward brands than sponsorship ads. The significant difference is not found in free recall, the higher rate of miscognition occurs in ambush advertising. Thus, this study confirm the significant implication that sponsorship advertising and ambush advertising should be conducted under the long-term and consistent communication strategies. This means that corporate communication strategies through sports events should be carried out centering around the campaign. It is expected that the findings of this study contribute to develop the sponsorship theory and provide practical implications on campaign strategy to advertising specialists.

• Proceedings of the Korean Statistical Society Conference
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• 2001.11a
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• pp.83-88
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• 2001

최근 대부분 기업에서는 통합 데이터베이스 정보를 모델화하고 이를 전략적으로 활용하는 움직임이 가속화되고 있다. 이는 고객과의 커뮤니케이션 및 관계유지로 대변되는 CRM(Customer Relationship Management)이 기업들의 가장 중요한 이슈 중 하나로 부각되고 있기 때문이다. 이런 관점에서 본 연구에서는 CRM의 핵심 요소인 데이터마이닝 기법을 이용하여 개발한 고객 스코어링 모델을 마케팅 층(Marketing Layor)에 연결해주는 스코어링 캠페인 시스템을 개발 하고자 한다. 개발한 시스템은 고객 스코어링 결과 및 캠페인 대상자 선정 작업을 쉽게 할 수 있도록 GUI환경에서 제공해 줌으로서 일반 사용자들이 쉽게 활용할 수 있도록 하였다.

• Proceedings of the Korea Database Society Conference
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• 2001.06a
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• pp.208-212
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• 2001

Promotion은 제품, 가격, 유통과 함께 마케팅 믹스 구성요소 중의 하나이다. Promotion은 마케팅 커뮤니케이션을 통하여 제품 정보 및 아이디어를 목표고객에게 효과적으로 의사 소통하는 과정이다. (중략)

• Proceedings of the Korea Contents Association Conference
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• 2016.05a
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• pp.153-154
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• 2016

소셜미디어는 다대대의 양방향적 소통으로 정보전달의 신속성과 함께 인간관계의 네트워크 확장이 가능한 광고의 매체로서 주목을 받고 있어 그 활용사례로 영국의 존루이스 백화점 크리스마스 캠페인 광고 "Bear and Hare"의 감성 스토리를 활용한 소셜 커뮤니케이션 전략을 분석하였다.

• Proceedings of the Korean Statistical Society Conference
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• 2002.11a
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• pp.255-258
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• 2002

고객과의 커뮤니케이션 및 관계유지로 대변되는 CRM(Customer Relationship Management)이 기업들의 가장 중요한 이슈로 부각되고 있다. 특히 전사적 관점의 CRM에서 통합 데이터베이스 정보를 분석하고 모형화하여 고객관리를 과학적이고 전략적으로 접근하려는 분석 CRM(Analytical CRM) 분야의 움직임이 가속화되고 있다. 이런 관점에서 본 연구에서는 분석 CRM의 핵심 요소인 데이터마이닝 기법을 이용하여 개발한 이탈 고객 스코어링 모델을 마케팅 층(Marketing Layor)에 연결해주는 캠페인 시스템을 개발하고자 한다. 개발한 시스템은 이탈 스코어링 결과 및 고객 이탈방지를 위한 캠페인 대상자 선정 작업을 쉽게 할 수 있도록 GUI 환경에서 제공해줌으로서 일반 사용자들이 쉽게 활용할 수 있도록 하였다.

• Information Systems Review
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• v.11 no.1
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• pp.49-67
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• 2009

E-mail marketing is the cheapest channel in target marketing. The channel works amazingly well for marketers who know how to use it. The e-mail marketers are able to integrate transactional and behavioral data to improve the targeting content of e-mail marketing campaigns. The cost in e-mail marketing is low and e-mail marketing makes no pollution. But, the e-mail response rate is lower than all the other channels. So, it is very hard for companies to increase their sales volumes, though the companies are ready to execute e-mail marketing campaigns on the side of computer systems. Marketers can send messages easily to target customers compared to other channels. But, the possibility to be read by the customers is low. Normal e-mails are continually devalued by spam mails. This study shows the influence of e-mail marketing to increase sales used by credit cards, on the basis of the real data promoted by A bank, in the Republic of Korea. The analysis on the traits of the respondent can help marketers to target customers. If additional studies on the response prediction model on the basis of traits of potential respondents are done, the targeting method to increase the effectiveness of e-mail marketing will be better structured and organized.

• The Journal of the Korea Contents Association
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• v.14 no.7
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• pp.253-270
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• 2014

Public awareness campaign is the core factor of the national suicide prevention strategies. Korea's current campaign needs to be more systematically developed. This study analyzed the national-level campaigns for suicide prevention of New Zealand, USA, Ireland, Scotland, and Australia whose campaigns were known to be successful, and compared them with those of Korea. With the analysis framework based on the 'Guideline for Effective Health Communication Campaigns' by the U.S. Department of Health and Human Services, we examined the campaigns from the dimensions of (1) clarity of goals, (2) appropriacy of targeting strategies, (3) suitability of messaging strategies, and (4) efficiency of performance. The results show that effective campaigns for suicide prevention have the following common factors: (1) campaign appellations which include clear goals, (2) targeting at risk groups considering social contexts, (3) slogans which contains specific action guidelines, and (4) close relationships between public and private sectors. On this basis, future directions for more effective suicide prevention media campaigns in Korea are discussed.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.183-195
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• 2018

This study attempts to analyze the effects of public advertising about suicide prevention and to investigate how the attitudes and perceptions of the message recipients differ according to the message framing type (positive vs. negative) and the appeal type (self-oriented/other-oriented). Positive messages, rather than negative messages, have a greater impact on people's respect for life and on attitudes to suicide. Respect for life attitudes were more positive among subjects who received an other-oriented message than among those who received a self-oriented message. Among the individual characteristics variables, the level of cognitive emotion regulation showed a significant impact on attitudes to respect for life and on attitudes to suicide.

• 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.

• Journal of the Korea Convergence Society
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• v.10 no.2
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• pp.255-260
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• 2019

Recently realistic descriptions have been frequently used in anti-smoking campaigns. The same trend can also be seen with regard to posters as a medium of visual communication. It was intended to examine how different types of visual images in anti-smoking campaign posters produced and distributed by the WHO can improve the effectiveness of health communication. This article aims to determine how each of abstract/stylized illustrations and realistic images might affect the three key variables of the Theory of Planned Behavior, which are Attitudes toward the Behavior, Subjective Norms and Perceived Behavioral Control, in relation to quitting smoking. Results showed that realistic images are different in improving the attitudes toward the behavior and subjective norms. However, there are no significant difference between abstract/stylized illustrations and realistic images in Perceived Behavioral Control. The findings of this study suggest that the above-mentioned types of visual information achieve different levels of effectiveness in health communication. It is desirable that more effort be devoted to the interdisciplinary study across the areas of visual design and social psychology, for example, with a view to developing better health communication strategies.