• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.92-107
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• 2013

This study investigated whether individuals' exposure to movie-promotion activities offered by a movie-maker influence their satisfaction of viewing it. This study also explored whether individuals' motive for viewing a movie and personal involvement with it have an effect on their satisfaction of viewing it. The data from nationwide survey with a stratified sampling were analyzed (N = 451). This study found that (1) The more frequent exposure to movie-promotion activities, the greater satisfaction of viewing a movie; (2) The stronger motive to view a movie, the greater satisfaction of viewing it; (3) The higher involvement with a movie, the greater satisfaction of viewing it; (4) In the strong motivated group and the high involved group, the influence of individuals' exposure to the movie promotion activities is effective for individuals' satisfaction of viewing it. And theoretical and practical implications were discussed.

• Archives of design research
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• v.12 no.4
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• pp.79-88
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• 1999

A AD communication strategy is a inregrated strategy of business group for the purpose of attaining certain goals with a series of activities, which are systematically planned, investigated, fomulated,performed, and evaluated. The ad communication strategy should be established on the result of researching and analyzing the conditions of a company. And it can has to be commonly applied to every strategy to heighten the mutual effect. The purpose of the thesis is to suggest direction of an effective ad communication strategy and to recognize the importance of prantical example of ADcommunication strategy. The object of this thesis is the general aspect of strategy than specific aspect. The first chapter explains in general terms the purpose of this study and communication strategy. The second chapter explains the analysis of the market for seasoning products. A thorough investigation has performed to determin the entire market enviornment. The third chapter suggests the communlcayion strategy based on the market analysis of the seasioning product. Which can be applicable to any other products. The fourth chapter explains the results of this study and evaluates the K.J Sampoo ad communication strategy and given for the future.

• 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.