• Title/Summary/Keyword: Advertisement Characteristics

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The Effect of Advertising Models' Characteristics of Hallyu Cosmetics on Brand Personality and Brand Attitude: Focused on Chinese Consumers (한류 화장품 광고모델의 특성이 브랜드 개성과 브랜드 태도에 미치는 영향 - 중국 소비자를 중심으로 -)

  • Wang, Lei;Lee, Jin Hwa
    • Fashion & Textile Research Journal
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    • v.20 no.5
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    • pp.495-508
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    • 2018
  • The purpose of this study is to analyze the effect of characteristics of advertising model on brand personality and the effect of brand personality on brand attitude; and analyze whether the characteristics of the advertising model have a direct effect on the brand attitude or indirectly through the brand personality. A survey was conducted from August 10, 2017 until August 31, 2017, and 400 respondents' survey results were analyzed. For data analysis, SPSS 23.0 was utilized to perform descriptive statistics, factor analysis, t-test, and regression analysis. As a result, five brand personality factors were derived, which are aesthetics, safety/expertise, sophistication, pro-environment, youth, respectively. For advertising model characteristics, seven factors were derived, which are credibility, visibility, attractiveness, expertise, similarity, likeability, and familiarity, respectively. This study investigated the relationship between characteristics of cosmetics advertising model, brand personality, and brand attitude. Brand personality does not play a mediating role between advertising model's characteristics and brand attitude. Advertising model's characteristics have a direct effect on the brand attitude. Consequently, Cosmetics companies should recognize the importance of the characteristics of advertising model and implement the marketing strategy by carefully selecting the advertising model so that consumers can relate the characteristics of advertisement model to the brand attitude which will ultimately lead to positive evaluation of the brand.

A Study on Evaluation Model based Characteristics of Website (구축목적에 따른 웹사이트평가 모형에 관한 연구 - 평가모형 개발 방법을 중심으로 -)

  • Kim Jung-Ja;Lee Jung-Hoon
    • Journal of Korean Society of Industrial and Systems Engineering
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    • v.28 no.2
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    • pp.125-132
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    • 2005
  • Internet website is widely used as strategic mean for making profits as well as corporate advertisement. Therefore, website becomes necessary to evaluate for improving the efficiency of the website. Especially companies construct the website with different purposes, so applying the universal web evaluation model is inefficient. Also existing research about website evaluation model don't consider about the dependence of each evaluation factor. In this paper, we propose the developing methodology of website evaluation model considering the dependence of evaluation factors. This developing methodology use FSM and the inference algorithm using levelized FCM.

The Comparative Study on Consumer's Purchase Behaviors by Sexuality (성별에 따른 외식구매행동 비교연구 - 20대 초반 대학생을 중심으로 -)

  • Jin, Yang-Ho
    • Culinary science and hospitality research
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    • v.13 no.1 s.32
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    • pp.224-234
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    • 2007
  • Consumers' awareness has been changing through the development of information industry and change of life style. To understand the new generation came to be our concern in terms of being able to predict the trend of the future. Companies are trying to go through the market-change by making a marketing strategy that matches their emotion and characteristics. There should be a research on the new generation, specially university students, according to sex. Therefore, this research covers the university students in early twenties to see the differences between sexes. Foodservice industry needs to have consideration on coupon-books. It is reconfirmed that advertisement by word of mouth is still effective in sales promotion.

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Evaluation of Conversion Action Data Mechanisms in Cost-Per-Action Advertising

  • Tian, Li;Lee, Kyoung-Jun
    • 한국경영정보학회:학술대회논문집
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    • 2008.06a
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    • pp.428-433
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    • 2008
  • The online advertising industry's business model undertakes the change from CPM (cost-per-mille)-based to CPC (cost-per-click)-based. However, due to the problem of 'Click Fraud', CPA (cost-per-action) has been regarded as a new step. For CPA, publishers need to get information after a user clicks an advertisement. Therefore, in CPA, the key is to get Conversion Action Data (CAD). This paper introduces two existing mechanisms for getting CAD, compare their characteristics, and analyze their limitations. Then the two new mechanisms are introduced and their requirements and feasibility are analyzed. Lastly, we compare the existing two and the new two mechanisms, and point out each mechanism's business possibility, value and Application Area. This paper will help publishers choose the most appropriate mechanism on the basis of their situation.

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Analysis on Luminous Environment and Subjective Image of Two Different Commercial Streets at Night - Focused on View Point of Pedestrian - (야간상업가로의 조명물리량 및 이미지 분석 - 보행자 시점을 기준으로 -)

  • Shin, Ju Young;Kim, Jeong Tai
    • KIEAE Journal
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    • v.7 no.4
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    • pp.31-38
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    • 2007
  • Streetscape plays on important role in urban cities. Characteristics of streets is basically defined by the building facade, signs, plants and paving during the daytime. However at night, street receives a new appearance due to the shop light from the buildings, exterior lightings, signboards and street light, and it creates most of the image of the streets. This study aims to analyze the luminous environment and its subjective image of two different pedestrian's commercial streets. Insa-dong street and Myungdong street were chosen for the study. Horizontal illuminance and luminance on building surface, advertisement billboards and pedestrian road were measured. Thirty students were asked to rate the five scaled questionnaire on their subjective images of the streets. Statistical analysis including profile, correlation and T-test are conducted and some findings are discussed

A Study on the Media Characteristics of Contemporary Interior Design (현대 공간 디자인의 매체성에 관한 연구)

  • Shin, Hong-Kyung
    • Korean Institute of Interior Design Journal
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    • v.16 no.5
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    • pp.30-37
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    • 2007
  • According to the passage of an age, a method which communicates each other between the city and space, and space and a human has changed. Recently, as the city is developing related with the public, the sphere and a territory of activity of a public has been wider in an environment of the city. Therefore, development of night scenery and the rise of a medium of a vision are accompanied with a new material and the high-technology. Innovation of abundant techniques tends to being surface and mass media, and breaks from the architectural aspect of space as mutual expansion of relations between interior and exterior, and making a boundary obscurely. Space design represents peculiarity of non-territorial which modern art, an advertisement, a media and a reflection are integrated as getting over above tendency. As we find out methods which the public can communicate with the space in wider territory, the public and the space can extend mutual relations and the design of modern space is been varying a part as the space which has a context of city and synthetic sociality for the public by avoiding independent objects.

A Study of the Relationship Analysis between Mobile Application by Using An Association Rules (연관성 규칙을 이용한 모바일 앱 간 관계 분석에 관한 연구 - 모바일 게임 앱을 중심으로)

  • Shin, Yong-Jae;Yim, Myung-Seong
    • Journal of the Korea Convergence Society
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    • v.3 no.2
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    • pp.19-26
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    • 2012
  • In accordance with the advent of smartphone and the growth of the Mobile App market, the Mobile game industry is being reorganized. So, This study is to be know the association rules between mobile game apps and mobile apps. Accordingly, To promote the Mobile Game App based on advertisement effectiveness that can be obtained from the characteristics of the game by finding out what to investigate.

Urban Factors of Residential Area in the “Western Region of Ulsan City” -Focused on the Mugeo, Daun, Gulhwa, Guyoung, and Cheonsang districts- (울산시 서부생활권 내 주거지구의 도시적요소에 대한 비교)

  • 김선중;권명희
    • Journal of the Korean Home Economics Association
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    • v.42 no.4
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    • pp.85-98
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    • 2004
  • The aims of this study was to provide information of sites to potential buyers and apartment builders through a comparative investigation on the urban criteria in 5 disDicts of Usan city Mugeo, Daun, Guhwa, Guyoung, and Cheonsang. The content analysis method was used to determine the urban factors which reviewed the urban and environment plan legal system and contents of plans which analyzed the housing characteristics in Ulsan city. Also utilized were professional's opinion and various emphasized elements such as the location of apartments through newspaper advertisement from 1990 to 1999. The urban evaluation factors used in this study were degree of air and noise pollulion, traffic facilities, land use, living environment and economics. Major findings are as follows: Mugeo area has the most convenience community facilities, Guyoung and Cheonsang areas have excellent natural environment-air and noise pollution.

Inverter Design and Control for Driving Electro-Luminescence Sheet (EL 시트 구동을 위한 인버터의 설계 및 제어)

  • Lee, Seung-Yo
    • The Transactions of the Korean Institute of Power Electronics
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    • v.14 no.5
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    • pp.355-364
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    • 2009
  • Electro-Luminescence (EL) sheets have been widely used in lighting displays, mainly used as advertisement panels. To drive the ELs in optimal conditions, it is required to understand the load profile of the EL. Hence, in this paper, a modeling for an EL sheet was performed to analyze the load characteristics of the EL. Based on the extracted model of the EL, a topology for inverter system was chosen and the optimal design parameters were obtained. The validity of the designed EL driver system was verified through computer simulations and experiments.

Changes in the Cultural Characteristics and Values in Korean Woman's Magagzine -Advertisements from 1955 to 2008- (여성잡지 패션광고에 나타난 문화적 특징과 가치관의 변화 연구 -1955년부터 2008년까지의 한국여성잡지를 대상으로-)

  • Ko, Eun-Ju;Song, Hyun-Jeong;Kim, Seon-Sook
    • Korean Journal of Human Ecology
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    • v.19 no.3
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    • pp.537-553
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    • 2010
  • Culture represents forms of life appeared in various dimensions. Advertisements which represent these forms of life show the most important social and cultural phenomenon. The necessity of research on the cultural characteristics of society has been raised because the effectiveness of advertisement could have been varied depending on the cultural value. Moreover, within a society, values reflected by advertisements tend to vary in different eras. Thus, this study aims to clarify the differences between cultural values from different eras through an analysis of cultural characteristics and symptoms with consideration of the time flow. This study also examines the meanings of cultural characteristics highlighted by the study. For the investigation, two Korean women's magazines were selected, from 1955 to 2008. Data were analyzed using chi-squared test which was conducted with Crosstab using the PASW statistics 17.0 Program. The results were as follows: there were changing aspects from traditional values to modern values by years. Additionally, each period was described using several keywords. The keywords were divided by decade: in the '50s keywords were 'lifestyle change', 'material value increase' and the 'challenge to traditional values', in the '60s keywords were 'American culture acceptance', 'material success', in the '70s keywords were 'the rise of nonmaterial value', 'rationalism' and 'egalitarianism', in the '80s 'individualism', 'Life style and culture group differentiation', 'conspicuous consumption', in the '90s 'globalization', 'emphasis on personality sensitivity', 'health-oriented', 'improve the quality of life', while in the '00s keywords were 'spread of digital life', 'rational consumption patterns', 'the 3rd distribution'. Through the research, important changes in the cultural characteristics of Korea were observed. Furthermore, we may be able to think of the most effective way of advertising by identification of the cultural characteristics of the society.