• KSII Transactions on Internet and Information Systems (TIIS)
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• 제14권5호
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• pp.2122-2140
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• 2020

Proper and precise embedding of commercial ads within Webpages requires Ad-hoc analysis and understanding of their content. By the successful implementation of this step, both publishers and advertisers gain mutual benefits through increasing their revenues on the one hand, and improving user experience on the other. In this research work, we propose a novel multi-level context-based ads serving approach through which ads will be served at generic publisher websites based on their contextual relevance. In the proposed approach, knowledge encoded in domain-specific and generic semantic repositories is exploited in order to analyze and segment Webpages into sets of contextually-relevant segments. Semantically-enhanced indexes are also constructed to index ads based on their textual descriptions provided by advertisers. A modified cosine similarity matching algorithm is employed to embed each ad from the Ads repository into one or more contextually-relevant segments. In order to validate our proposal, we have implemented a prototype of an ad serving system with two datasets that consist of (11429 ads and 93 documents) and (11000 documents and 15 ads), respectively. To demonstrate the effectiveness of the proposed techniques, we experimentally tested the proposed method and compared the produced results against five baseline metrics that can be used in the context of ad serving systems. In addition, we compared the results produced by our system with other state-of-the-art models. Findings demonstrate that the accuracy of conventional ad matching techniques has improved by exploiting the proposed semantically-enhanced context-based ad serving model.

• IEIE Transactions on Smart Processing and Computing
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• 제5권4호
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• pp.283-288
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• 2016

Optimizing the number of ad clicks is a large-scale learning problem that is central to the multi-billion-dollar mobile advertising industry. There are currently several optimization methods being used, including ad mediation and ad positioning. Recently, researchers have recommended using ad refresh interval as a new method for optimizing mobile advertising. This paper applies that new method to optimize content duration for mobile ads. The result achieved from this optimization study could further increase revenue for mobile advertisers and publishers. This research has high applicability for the growing mobile advertising industry. It also lays out a solid background for future research in this promising area.

• 대한전기학회:학술대회논문집
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• 대한전기학회 2007년도 심포지엄 논문집 정보 및 제어부문
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• pp.275-276
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• 2007

본 논문에서는 AC-PDP내에서 고화질의 영상을 표현하고자한다. PDP구동방법중의 하나인 ADS방식을 보면 Reset, Address, Sustain의 세부분으로 나뉜다. 이 같은 ADS구동에 있어서 각 구간마다 제안된 시간을 이용한다. Reset구간에서는 각각의 Call을 균일하게 하고, Address구간에서는 Call의 On/off를 결정한다. Sustain구간 선택된 셀을 나타낸다. 이 같은 ADS방식에서 Addressing방법에서 Line-by-Line Scanning을 방법을 이용한다. 라인을 순차적으로 스캔함으로써 시간이 일정해진다. 라인의 순서를 홀수라인과 짝수라인으로 구분하여 각각의 라인에서 생기는 준비기간 동안 시간을 중복으로 사용함으로서 어드레싱시간을 감소시킬 수 있다 이를 구현하기 위해서 interlaced Line-by-Line Scanning을 이용한다.

• Asia Marketing Journal
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• 제24권3호
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• pp.96-108
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• 2022

This study investigates how affects elicited by visual images in print ads are integrated to form a liking for the ads. Assuming a sequential rather than simultaneous processing of still-cut images, we adopt the 'think-aloud' method to capture consumers' spontaneous responses to visual images. We hypothesize that not only would consumers show mixed affects toward a still-cut visual image but that they would also integrate their serial affects heuristically rather than simply averaging the affects as suggested by the compensatory hypothesis. By comparing the effects of two contradictory affect integration hypotheses (i.e., peak-affect and mood-maintenance) with compensatory integration, using a single regression model, we found that peak-negative along with mood maintenance integration of serial affects for a print ad works best in the formation of ad liking. The results also support our initial premise that people can have mixed valence even toward a still-cut ad.

• Asia Marketing Journal
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• 제15권4호
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• 한국콘텐츠학회논문지
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• 제7권9호
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• pp.44-53
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• 2007

본 연구의 목적은 인터넷광고 16개 유형을 대상으로 제품별 표현방법, 표현효과 및 태도 등을 분석하여 보다 효과적인 표현전략을 제안하는데 있다. 이를 위해 문헌연구를 통해 인터넷광고의 유형, 개념 및 특성을 확인하였고, 인터넷광고의 태도 및 표현방법에 관한 선행연구를 검토하였다. 또한 본 연구에서는 베너광고, 스폰서쉽광고, 삽입광고, 팝업광고 등을 띠광고, 도움광고, 틈새광고, 튐광고 등의 한글로 제안 하였다. 연구결과 제품 및 서비스 유형에 따라 공통적인 표현전략이 존재하기 때문에 유형별로 표현방법을 범주화시킬 필요가 있다. 형태, 위치, 크기, 표현, 관점, 구성, 시간요소, 판매지향점, 소구점 요인에서는 상호 유사한 표현방법을 구사하고, 카피 요인 및 소구에서는 유형별로 각기 다르게 표현해야 할 것이다. 또한 기업은 인터넷광고의 표현전략 중 소구를 할 때 자신의 업종에 대한 이미지를 강하게 심어줄 수 있는 주제를 선정하고 유형에 따라 적합한 표현을 하여야 할 것이다.

• Nuclear Engineering and Technology
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• 제54권4호
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• pp.1253-1260
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• 2022

This paper reports the control method for the core power of the China initiative Accelerator Driven System (CiADS) facility. In the CiADS facility, an intense external neutron source provided by a proton accelerator coupled to a spallation target is used to drive a sub-critical reactor. Without any control rod inside the sub-critical reactor, the core power is controlled by adjusting the proton beam intensity. In order to continuously change the beam intensity, an adjustable aperture is considered to be used at the Low Energy Beam Transport (LEBT) line of the accelerator. The aperture size is adjusted based on the Proportional Integral Derivative (PID) controllers, by comparing either the setting beam intensity or the setting core power with the measured value. To evaluate the proposed control method, a CiADS core model is built based on the point reactor kinetics model with six delayed neutron groups. The simulations based on the CiADS core model have indicated that the core power can be controlled stably by adjusting the aperture size. The response time in the adjustment of the core power depends mainly on the adjustment time of the beam intensity.

• 전기화학회지
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• 제2권1호
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• pp.23-26
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• 1999

백금$(Pt)/0.1M\;H_2SO_4$, 전해질 계면에서 교류임피던스 측정과 위상이동 방법을 사용하여 Langmuir 흡착등온식을 정성적으로 해석하였다. 위상이동$(\phi)$은 음전위(E<0)와 주파수(f)에 따르며, Pt 일전극(음극)에 흡착된 수소원자$(H_{ads})$의 표면피복율$(\theta)$에 반비례한다. 중간주파수대$(1\~100 Hz)$에서 위상이동 변화$(\phi\;vs.\;E)$는 Langmuir 흡착등온식$(\theta\;vs.\;E)$의 계산과 해석에 사용할 수 있는 실험적인 방법이다. $Pt/0.1M\;H_2SO_4$ 전해질 계면에서 흡착평형상수(K)와 표준자유에너지$({\Delta}G_{ads})$는 각각 $3\times10^{_4}$와 20.1kJ/mol이다.

• Nuclear Engineering and Technology
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• 제55권2호
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• pp.452-459
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• 2023

The core power control is an important issue for the study of dynamic characteristics in China initiative accelerator driven subcritical system (CiADS), which has direct impact on the control strategy and safety analysis process. The CiADS is an experimental facility that is only controlled by the proton beam intensity without considering the control rods in the current engineering design stage. In order to get the optimized operation scheme with the stable and reliable features, the variation of beam intensity using the continuous and periodic control approaches has been adopted, and the change of collimator and the adjusting of duty ratio have been proposed in the power control process. Considering the neutronics and the thermal-hydraulics characteristics in CiADS, the physical model for the core power control has been established by means of the point reactor kinetics method and the lumped parameter method. Moreover, the multi-inputs single-output (MISO) logical structure for the power control process has been constructed using proportional integral derivative (PID) controller, and the meta-heuristic algorithm has been employed to obtain the global optimized parameters for the stable running mode without producing large perturbations. Finally, the verification and validation of the control method have been tested based on the reference scenarios in considering the disturbances of spallation neutron source and inlet temperature respectively, where all the numerical results reveal that the optimization method has satisfactory performance in the CiADS core power control scenarios.

• 복식문화연구
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• 제25권6호
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• pp.831-846
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• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.