• The Journal of the Korea Contents Association
• /
• v.15 no.1
• /
• pp.95-104
• /
• 2015

Due to its intrinsic characteristic, exterior bus advertising is exposed to an unspecified number of the general public. Thus it influences on the urban publicness of the city, simply beyond leaving it as a personal marketing activity toward the industry's profit. Seoul city's campaign to improve exterior bus advertising has been to effective in removing advertisements of alcohols, tobaccos, and lascivious contents, however, there still are several advertisements that should be examined from the view point of publicness. For the case of UK, where exterior bus advertising is also actively utilizing owing to its high exposure and effectiveness, they are administrating it by setting up guidelines and regarding the importance of publicness. I also identified the meaning of publicness of exterior bus advertising from the aspects of 'publicness of territories', 'publicness of subjects', 'publicness of reasoning', and 'publicness of procedures'. Through this, I suggested that both commercial right of exterior bus advertising in the private sector and citizen's right of publicness can be harmoniously developed by properly controlling and administrating the exterior bus advertising. Furthermore, artistic approach to the exterior bus advertising from the viewpoint of city environment is expected to elevate the aesthetic possession and the level of design sense of citizens.

• The Journal of the Korea Contents Association
• /
• v.12 no.12
• /
• pp.761-770
• /
• 2012

The purposes of the study is builded upon previous researches to investigate the relationship among store's physical environment, customers' emotional responses and behavior intention. For achieving study purposes, research model and hypotheses were set up after reviewing previous researches. The data were collected from a sample of 659 consumers of korea and china department stores, then used to conduct an empirical analysis. The results showed: First, the significant relationship were partially found among store's physical environment, emotional responses and behavior intention, design factor, social factor of store' physical environment both influence shoppers' positive emotions, indirectly influence shoppers' behavior intention through positive emotions, and social factor influence shoppers' negative emotions, indirectly influence shoppers' behavior intention through negative emotions. Second, the results also showed that they are different between korea and the china customer. Therefor, this study has provided a variety of theoretical and practical implications for global retailers to set up marketing strategies.

• The Journal of the Korea Contents Association
• /
• v.11 no.9
• /
• pp.267-274
• /
• 2011

The purposes of the study is builded upon previous researches to set up research model and investigate the relationship among store image, customers' emotional responses and behavior intention. For achieving study purposes, research model and hypotheses were set up after reviewing previous researches. The data were collected from a sample of 296 customers of department store, then used to conducted an empirical analysis. The results showed the significant relationship were partially found among store image, emotional responses and behavior intention. Objective store image influence positive emotions, indirectly influence behavior intention through positive emotions, but objective store image don't influence negative emotions. Subjective store image influence shoppers' positive emotions and negative emotions, and indirectly influence shoppers' behavior intention through positive emotions and negative emotions. This study has provided a variety of theoretical and practical implications for retailers to set up marketing strategies.

• The Journal of the Korea Contents Association
• /
• v.10 no.2
• /
• pp.184-192
• /
• 2010

In the current so-called age of emotion marketing, the independent form of handwriting of calligraphy is being revitalized in various fields such as advertising, book designs, film titles, posters, packages, BI, and even fashion. Thus centered on Gyeyang-gu at the city of Incheon, 100 outdoors signs that used calligraphy were chosen and we researched a reform plan that could revitalize calligraphy in outdoor signs by classifying them according to current conditions of the use of calligraphy, actual conditions of practical use, expression tools, and analyzing the use of colors. The result was trial requests not only from the formalities industry, but also the financial sector, public corporations, and several other businesses, but in order to provide not only for franchise brand logotypes manufactured by expensive experts, but also provide production of high-quality calligraphy for low costs for small private enterprises, the development of a diverse calligraphy education program, centered on the regional society, will be needed. In the midst of globalization, in order to advertise the beauty of Korean alphabet and to create our own unique street culture, a variety of tools and tactile expressions are demanded, in the future the research on the calligraphy of outdoor signs must be revitalized.

• The Journal of the Korea Contents Association
• /
• v.10 no.11
• /
• pp.30-37
• /
• 2010

It is very important to analyze online customer reviews, which are small documents of writing opinions or experiences about products or services, for both customers and companies because the customers can get good informations and the companies can establish good marketing strategies. In this paper, we did not propose only dependency network model which is tool for analyzing online customer reviews, but also designed and implemented the system based on the dependency network model. The dependency network model analyzes both subjective and objective sentences, so that it can represent relative importance and relationship between the nouns in the sentences. In the result of implementing, we recognized that relative importance and relationship between the features of products or services, which can not be mined by opinion mining, can be represented by the dependency network model.

• The Journal of the Korea Contents Association
• /
• v.10 no.2
• /
• pp.412-420
• /
• 2010

With increased complexity of product and market, the phenomenon that a consumer get paradoxical attitude toward marketing object has been increased. And this phenomenon eventually affects the relationship between consumer and product. In this study we tried to find more paradoxical phenomenon and understand consumer behavior confronting these situations when they buy agro-product based on ground theory methodology. According to the results, consumer's expectation and purchase experience can promote quality paradox experience during confronting various marketing activities such as price, product, promotion, place. Also these experience can cause quality paradox related interaction and communication even though there could be differences in their experience according to demographic characteristics, personal preference, and risk perception. Consumer will develop multiple strategies against quality paradox to manage the uncomfortable paradox experiences.

• The Journal of the Korea Contents Association
• /
• v.11 no.10
• /
• pp.301-311
• /
• 2011

This paper is aimed at providing fundamental data for marketing strategies needed to determine the direction of policy to operate hospitals in an effective way. From the analysis, it was found that: first, expectation toward hospitality of the staff, facilities, environment and administrative service of hospitals for the elderly exercises significantly positive(+) effects on satisfaction of patients; second, trust in and satisfaction with administrative service of hospitals for the elderly exerts significantly positive(+) effects on the intent of patients for revisit and information by word of mouth; and third, the intent for revisit influences positively the intent for information by word of mouth significantly. It is therefore needed to try to understand the motives and tendencies of the elderly in selecting hospitals, to promote their satisfaction and to cultivate the spirit for patient-oriented service. Furthermore, efforts should be made to gain trust of medical staff, effects of medical treatment as well as medical equipment in addition to laborious endeavors to work out marketing strategies backed up by price competitiveness of paradigm.

• The Journal of the Korea Contents Association
• /
• v.11 no.10
• /
• pp.176-186
• /
• 2011

This study analyzed the consequences of using a company's own letter type for the brand image. After evaluating the brand image of companies that have their own letter types, the study concluded that the fact a company has its own letter type works positively for the brand image. In addition, the survey respondents see the corporate activity for developing letter types as an action for the public interest, and they agree with an argument that each company' own letter type can symbolize the company as CI. By studying literatures in the field of cognitive science, the study indicates that for communication through the letter type with consumers, companies should be careful when choosing their specific letter types and that repetitive exposure to a letter type helps people recognize it through a human experiment.

• The Journal of the Korea Contents Association
• /
• v.16 no.4
• /
• pp.76-87
• /
• 2016

The purpose of this study is to examine university graphic design curricula to cultivate creative specialized manpower equipped with practical skills. To attain the goal, this author investigated the curricula of four-year, three-year, and two-year universities located in the capital area including Seoul and interviewed those working in 10 specialized design companies located in Seoul and Incheon. According to the findings of analyzing the curricula, four-year, three-year, and two-year universities all emphasize practices based on projects and inquiries more rather than the mastery of basic design. Among the areas, publication graphic designs are emphasized the most, and the next are visual multimedia designs. However, advertising marketing designs are not or hardly emphasized in the curricula. But specialized university education demanded by those specialized design companies is the education emphasizing the mastery of basic design more rather than practices based on projects and inquiries. Concerning the cultivation of specialized graphic designers having central roles as the pillars of knowledge industry or creative industry demanded in this age, it is needed to have a new perspective to reorganize specialized education grounded on close cooperation and favorable relationship between universities in charge of specialized education and those specialized companies.

• The Journal of the Korea Contents Association
• /
• v.16 no.4
• /
• pp.594-603
• /
• 2016

This study analyzed that introduction function and program how influence about quality of life local resident and development of region according to real development. Also, it suggested policy implications of area activation plan through complex development of railway station area. In research method, the factor and structure affecting area activation in complex development of railway station area analyzed positively using the PLS structural equation focused on citizen near station area. As a result of study, in regional economic vitalization, the factors of software(marketing support, transfer system support, plan and design support, complex development support, law institution improvement, etc) and the factors of hardware(traffic function, information exchange function, commercial business function, housing features, amenity function, etc) are represented to influence significantly and then, in quality of life of local resident, the factor of hardware analyzed to influence significantly, but the factor of software and network did not. In comparison, the factor of network is represented that it did not contributed in regional economic vitalization and quality of life of local resident. So, political supplementations are needed.