• Asia Marketing Journal
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• v.13 no.1
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• pp.27-50
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• 2011

In today's market scenario, consumers are bombarded with similar promotional messages. It means that managers have to pay attention to promotion strategy to create strong effect as well as to break through the monotony. In this context, although there are strong needs concerning tie-in promotion, research investigating tie-in promotion is limited. Therefore, we extracted tie-in promotion tools and defined the concept of each tie-in promotion tool by analyzing various tie-in promotion cases which are executed in current market. In addition, consumer's recognition of tie-in promotion was investigated through the in-depth interview. The results of case analysis of tie-in promotion and in-depth interview are summarized as follows. First, 9 tie-in promotion tools were extracted: tie-in price reductions, tie-in coupons, tie-in membership, tie-in contests, tie-in premiums (tangibility, intangibility), tie-in payment terms, tie-in sample, tie-in event(culture event, charity event, experience event) and tie-in fund·rebate. Second, 3 categories of the recognition of the consumer for tie-in promotion were extracted: features of preferred tie-in promotion, expectation benefit of tie-in promotion, and risk factors of tie-in promotion. Especially, at the aspect of features of preferred tie-in promotion, fit between consumer pursuit benefit and tie-in promotion was found to be interesting. Moreover, the recognition of the consumer for tie-in promotion were divided with positive(preferred tie-in promotion features, expectation benefit of tie-in promotion) and negative(risk factors of tie-in promotion) factors. In conclusion, the company's effort will be necessary to lower the perceived risk level occurring from the process of accomplishing the tie-in promotion strategy since consumers recognize both positive and negative effects of tie-in promotion.

• Digital Contents
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• no.9 s.76
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• pp.44-47
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• 1999

프로모션은 비즈니스를 성공적으로 이끄는 가장 효과적이고도 중요한 부분이다. 대부분의 비즈니스 조직에서는 프로모션을 전담하는 부서를 운영하고 있으며 가능한 각종 방법을 동원해서 보다 효과적인 프로모션을 수행하기 위해서 많은 비용과 노력을 아끼지 않는다. 과거 이러한 프로모션은 기존의 매체들을 통해서 활발하게 이루어졌지만 최근에 각종 부문에 인터넷이 일반화되고 비즈니스의 중요한 요소로 등장함에 따라 인터넷을 이용한 프로모션도 중요성과 활용도가 높아지고 있다.

• Digital Contents
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• no.10 s.77
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• pp.59-61
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• 1999

인터넷 프로모션은 적은비용으로도 큰 효과를 가져올 수 있다는 것과 손쉽게 접근할 수 있다는 것이 큰 장점이다. 하지만 이러한 인터넷 프로모션도 보다 효과적으로 수행하기 위해서는 체계화 되고 전략적인 프로모션의 수행이 필요하다. 이번 호에서는 체계적인 인터넷 프로모션 전략 및 체크포인트에 대해 살펴본다.

• The Journal of Bigdata
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• v.2 no.2
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• pp.57-66
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• 2017

Companies has been investing enormous resources in promotion as the market keeps changing rapidly. Therefore, there are growing needs to measure the impact of a promotion on revenue growth. To investigate the effect of promotion in franchise food service industry, this study empirically analyzed text data from Twitter, one of the dominant social network services. Our findings show that a gap between promotions, promotion duration, and season have a significant influence on a volume of twitter buzz, which represents a promotion effect in our study. Next, we tried to analyze the reason why those factors were related to the promotion effect. Finally, we suggested promotion strategies related to each influential factor depending on types of business in food service industry.

• The Journal of the Korea Contents Association
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• v.8 no.8
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• pp.65-73
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• 2008

Web-based Promotion of companies have several advantages: They can publicize the brand image in various ways; they enable consumers to learn the information of products in the round with interests; they can stretch out their marketing targets to the whole world. In order to make an effective delivery of their information in such promotion websites, interaction with their consumers is an important factor, for which understanding Interactive Storytelling is essential. The purpose of this thesis is to study Interactive Storytelling which enables us to have effective interaction with consumers in making promotion websites of companies. For this, this thesis analyzes examples of Interact Storytelling focused on it have story promotion websites on the basis of the five steps for internet marketing promotions: attraction of visitors, attraction of interests and participations, acquisition of the information of customers, grasp of the needs of customers, and an offer of values classified by customers.

• The KIPS Transactions:PartA
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• v.11A no.5
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• pp.373-382
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• 2004

In this paper, a register promotion technique that translates memory accesses to register accesses is presented to enhance embedded software performance. In the proposed method, a source code is profiled to generate a memory trace. From the profiling results, target functions with high dynamic call counts are selected, and the proposed register promotion technique is applied only to the target functions to save the compilation time. The memory trace of the target functions is searched for the memory accesses that result in cycle count reduction when replaced by register accesses, and they are translated to register accesses by modifying the intermediate code and allocating promotion registers. The experiments on MediaBench and DSPstone benchmark programs show that the proposed method increases the performance by 14% and 18% on the average for ARM and MCORE, respectively.

• 베이커리
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• no.10 s.375
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• pp.137-139
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• 1999

언제부턴가 설이나 발렌타인데이, 입시, 크리스마스 등 계절 이벤트가 더 이상 제과점만의 전유물이 아니라는 징후가 여기저기서 발견되고 있다. 제과점에서 매출 상승을위한 프로모션 또한 결국 일회적ㆍ단기적이라는 한계 때문에 매출 상승을 위한 미봉책에 지나지 않는다. 이런 상황에서 보다 지속적이고 반복적으로 매출을 신장하기 위해서는 일회적인 행사가 아닌 일상에서 매출을 상승시킬 수 있는 방안 모색이 그어느 때보다 절실하게 요구되고 있다. 이번 호에서는 특판의 가능성과 몇 가지 사례를 소개한다. <편집자 주>

• Journal of the Korea Convergence Society
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• v.9 no.12
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• pp.145-150
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• 2018

This study examines the meaning and growth background of sales promotion in a new marketing communication environment and predicts its future direction. This study analyzed experiential marketing, individual marketing, media creative, and viral marketing as growth background of sales promotion in a new marketing communication environment, and predicted future direction of sales promotion as brand communication, consumer-brand relationship, application of ICT, integrated marketing communication. This study has a significance of analyzing the changing function and predicting the future direction of sales promotion in new marketing communications environment.

• Asia Marketing Journal
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• v.13 no.4
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• pp.139-158
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• 2012

This study was intended to classify tie-in promotion tools by the criteria of benefit-fit between consumer and tie-in promotions. Tie-in promotion tools include tie-in price reductions, tie-in coupons, tie-in memberships, tie-in contests, tie-in sweepstakes, tangible and intangible tie-in premiums, tie-in payment terms, tie-in samples, tie-in events(culture event, charity event, experience event) and tie-in fund·rebates. The fit between consumer pursuit benefit and tie-in promotion supplying benefit was used as a classification criteria on the basis of Lee et al.'s study in 2011. For the experiment, one stimuli and 12 scenarioes were developed. 100 pieces of data were obtained for each scenario. As a result, benefit fit was subsequently divided into two factors: hedonic-benefit fit and utilitarian-benefit fit. Tie-in promotion tools were then classified into 4 types: high hedonic benefit-added, high utilitarian benefit-added, low hedonic benefit-added, and low utilitarian benefit-added. In previous research, tie-in promotion type was mainly divided by the evaluative criteria on company's viewpoint such as horizontal/vertical or intra-company/ inter-company, which reflects mutual exclusiveness between two criteria. Whereas, in this study, tie-in promotion type was divided by evaluative criteria on consumer's viewpoint such as hedonic- benefit fit/utilitarian-benefit fit. The classifications in this study practically reflect benefit-added of tie-in promotion type superadded one benefit coexisting two benefits.

• Journal of Korea Game Society
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• v.15 no.1
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• pp.89-100
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• 2015

This study aims to figure out the impact of cross-promotion strategy on flow experience to overcome the restrictions of social network game. Social network games faces tougher market competition and shorter product life-cycles. The results show that the less users play games, the more they feel flow experience led by interests and self-expression of SNG. On the contrary, the more they play games, self- expression and sense of competition factor are proved to be effective factor for flow. Also Users' cognition for usefulness and annoyingness of cross- promotion are different according to level of game uses and promotion uses. People who play games more and utilize promotion more appreciate the usefulness of promotion and indulge in flow experience of SNG.