• 보건교육건강증진학회지
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• 제20권3호
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• pp.1-18
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• 2003

This study was conducted to evaluate factors related to the recogniton and behavioral intention for smoking cessation programs. Five effective smoking cessation programs were considered： acupuncture, nicotine patch, clinic program, mass education, and alliance programs. To explain the health behavior for smoking and smoking cessation programs, a five-stage behavioral intention model was built, and 500 questionnaires were completed through a telephone survey. Stages of the model included recogniton of the programs, past experiences, present smoking status, intention for smoking, and behavioral intention for smoking cessation programs. The results showed that the recogniton rate of the programs were low in general, therefore strategies of education, public relations, and advertisement need to be pursued. Nicotine dependency resulted in the fact that success rates were low although trial rates of smoking cessation were high among smokers. The necessity for smoking cessation programs was suggested. And the significant factors related to the intention for smoking cessation were individual attitude and reluctancy to pay time and money. Others' attitude was insignificant to subjects' smoking cessation. Purchase rates for nicotine patches were 11.3％ for male and 27.3％ for female, those for acupunture were 7.6％ for male and 10.0％ for female. There were very low purchase rates for clinic, mass education, and alliance programs. In conclusion, evidence-based and effective smoking cessation programs need to be promoted by medical doctors. Strategies in education, public relations, and advertisement also need development. In addition, continuing legal and systematic support for smoking cessation would lower the smoking rate and ultimately contribute to the nation's health.

• 문화기술의 융합
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• 제6권1호
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• pp.147-153
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• 2020

본 연구는 4차 산업혁명 시대의 도래에 따라 출현하고 있는 새로운 광고 형식인 온·오프라인 연계 광고의 가치와 유형을 제시하는데 목적이 있다. 본 연구에서 문헌연구를 기반으로 '4P(제품, 가격, 유통, 촉진)'에서 '4C(공동창조, 공동체, 대화, 통화)'로 진화하는 마케팅 방식을 이해하고 4C 요소를 도출하였다. 이를 기반으로 온·오프라인 연계광고 사례들의 조사를 통해 4C의 어떠한 요소가 온·오프라인 연결성을 나타내고 있는지 분석하였다. 분석 결과를 통해 온·오프라인 연계 광고는 최종적으로 4C의 요소가 연결된 방식에 따라 총 4가지의 대 유형과 14가지의 세부 유형으로 분류되었다. 본 논문에서는 최종 결과물로 4차 산업혁명 시대에 따라 출현한 마케팅의 4C 요소가 광고에서 표현되고 있음을 검증하였고 이에 따른 광고의 유형화를 제시하였다. 본 연구는 온·오프라인 연계 광고를 제작하고 연구하는 광고인과 연구자에게 새로운 통찰력을 공급하는데 공헌할 것으로 기대된다.

• 보건교육건강증진학회지
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• 제24권4호
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• pp.99-114
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• 2007

Object: To analyze the effect of a media-campaign for "walking exercise participation improvement", which impacted walking-related awareness and behavior change of residents in Seoul. Method: This study used three campaign media including printing information, walking exercise indication board and a public advertisement of cable TV to lead a walking-related awareness change and practice frequency(number of days per week walking) and time(minutes per day walking) of walking exercise. To evaluate the exposure and message-recall levels of a campaign and effects of awareness change and walking practice, this study used a questionnaire survey(N=377). Result: 1) Group of exposure to campaign more participate and had the higher frequency(p=.015) and time(p=.023) in walking exercise and in comparison with group of nonexposure. 2) Group of changed awareness to campaign more participate and had the higher frequency and time in walking exercise and in comparison with group of no changed perception(p <.05). 3) Level of message recall of ${\ulcorner}$printing information${\lrcorner}$ was associated with number of days per week walking, and level of message recall of ${\ulcorner}$public advertisement of cable TV${\lrcorner}$ was associated with minutes per day walking at a statistically significant level(p <.05). Conclusion: These results suggest that media campaign can enhance the success of community-based efforts to promote awareness change and walking practice.

• Journal of Community Nutrition
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• 제5권3호
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• pp.178-185
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• 2003

Content analysis of food advertisements was undertaken to investigate the nature of the messages related to health, nutrition or consumer-promotion in 2001 women's magazines. Advertisements on baby foods were collected from three women's magazines and the final samples obtained were 42 different copies of advertisements. All the messages in each sample were counted and calculated for their frequency (％). Messages were categorized into four areas (health, nutrition, non-nutrition, consumer promotion), and each area was classified into more detailed categories. Results showed that all the messages in 42 samples and average messages per advertisement were 1288 and 30.7, respectively. The most common type of promotional messages was health related (e.g., appeal to enhanced immune function and disease prevention and brain development), followed by consumer related, nutrition and non-nutrition messages in order. Messages about high quality and all natural ingredients were more emphasized in the consumer related category. Messages on fats (DHA, lecithin and arachidonic acid), proteins (neucleotides, taurine) and mineral (calcium, iron) were most frequently found in nutrition category. Amongst the three kinds of baby foods, formula ads had the most numerous messages related to health and nutrition. There were more consumer related messages in the ads of weaning foods, and more promotional messages about no addition of antiseptic, artificial additives, and food colors in the ads for older infant foods. Messages violating regulation (e.g., exaggerated or inaccurate or non-scientific messages) were frequently found in the advertisements of three kinds of baby foods. In conclusion, tighter supervision of food advertisements and nutrition education is required to protect the consumers from misleading advertisements.

• Journal of Dairy Science and Biotechnology
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• 제17권1호
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• pp.39-49
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• 1999

Since IMF relief financing, domestic economy has been rapidly cooled down. At this point that we predict an overall decrease of production and sale of industries, cooperative marketing activities of the whole dairy industry are required to promote milk consumption. As everyone knows, advertisement is only one of the various factors that affect sales. Other factors include price, distribution, package, promotion, and consumer's needs and taste. The objectives of the cooperative advertising campaign should be trial purchase of new consumers, maintenance of brand loyalty of existing consumers, more positive experience of using the product, and increase of frequency of purchase. Long term analysis is essential to making these kinds of behaviour changes. Also the objectives of the communication program should be a shift of awareness of milk from 'a basic health food for children' to a substitute to the beverage even for adults. To share database of consumers among companies, we need to find ways to use interactive on-line services, the internet, D.M. events and so on as well as the mass media. It should be a precondition that the main body of the cooperative advertisement includes the milk processing board, dairy companies, livestock cooperations, farmers and the Government. To assure continuous, activities to promote milk consumption, the Government should take the lead in legislating 'An enforcement ordinance for milk promotion and research', and seek complementary measures and support to establish the ordinance.

• 동아시아경상학회지
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• 제10권3호
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• pp.63-74
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• 2022

Purpose - The purpose of this study is to set up the elements of the airline marketing communication and find out the effect of each element on brand trust. It also aims to figure out how brand trust affects the customer's repurchase intention and WOM intention respectively, and whether repurchase intention has an influence on WOM intention. Eventually, this research intends to provide not only academic but practical application of the research by figuring out the marketing communication factors. Research design, data, and methodology - The survey for this study has been conducted for about 2 months, targeting those who have flown with either domestic or foreign airlines. The number of 249 surveys were distributed and the total number of specimens is 244. Data analysis methods were verifiable factor, discriminant, nomological, and structural equation model analysis. Result - Only advertisement, promotion and WOM have a positive effect on brand trust while publicity has no impact on brand trust. Brand trust was found to have a positive effect on repurchase intention. Also Brand trust also has a positive effect on WOM intention. Finally repurchase intention has a positive effect on WOM intention. Conclusion - There are insufficient existing studies of airline marketing communication which has the direct influence on brand trust. Therefore, the study provided the theoretical foundation of airline marketing communication elements that directly effect on airline brand trust.

• 보건교육건강증진학회지
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• 제21권1호
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• pp.243-257
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• 2004

Alcohol consumption is a major source of health problems, for example, alchol consumption is related to liver diseases. In addition, the social and economic costs related to alcohol consumption are enormous. This study was conducted to evaluate the current status and influencing factors related to the recognition and behavioral intention for both drinking and alcohol-reduction programs. Three effective alcohol-reduction programs of clinic program, mass education, and alliance were considered. To explain the health behavior for drinking and alcohol-reduction programs, a five-stage behavioral intention model was built and 500 questionnaires were completed through a telephone survey. Stages of the model composed of recognition of the programs, past experiences, present drinking status, intention for drinking, and behavioral intention for alcohol-reduction programs. As a result, recognition rates of the programs were low in general, therefore the strategies of education, public relations, and advertisement need to be pursued. The alcohol dependency resulted in the fact that success rate was 30％ although trial rate of alcohol-reducing was 23％. The necessity of alcohol-reduction programs were suggested. In addition, significant factors related to the intention for alcohol-reducing were individual attitude and reluctancy to pay their time and money. An insignificant factor was the attitude to their alcohol-reduction by other people. Behavioral intention rates for alcohol-reducing clinics were 4％, and those for mass education were 8％. There were very low purchase rates for clinic program, mass education, and alliance. In conclusion, evidenced-based and effective alcohol-reduction programs need to be encouraged to drinkers by medical doctors, and the strategies of education, public relations, and advertisement are also recommended. In addition, continuing legal and systematic support for alcohol-reducing would lower the drinking rate and ultimately contribute to the nation's health promotion.

• 한국관광식음료학회지:관광식음료경영연구
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• 제8권
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• pp.123-144
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• 1997

This study, by setting the systems of room sale promotion, analyzing the actual status and the present working state with its center on the 'RHotel' that is a special grade-two hotel and the sales promotion activities of each type, intends to understand the presentstatus of the hotel and present its problems and the method for improvement. The strategy of salespromotion and the ineffectivenessof the system organization were found to be imminent in the sales promotion activities as its problems, and the importanceis being not attached to the actual substance rather than to the actualresults, such as the advertisement and publicity strategies, the irrationality of sales personnel controland its evaluation method, and therefore, the goal-oriented control is not being takenad its problems are emerging. Therefore, as an improvement plan, we ought to put the plan of the hotel merchandising into action for customers to buy what they want, the establishment of the customer-oriented sales promotionservice and the communication channel using the brand-new managerial skills, systemaizesales promotion method sand strategies, develop the organizational and systematic strategies develop the organizatinal and systemactic strategies and goods for the sake of the image-making and room sales promotion of hotels, develop the activation ways of flexible operation, and also need to develop the skills of sales promotion. Accordingly, by doing irrationalsales activities in the system and the promotion with its center on the sales promotion department, and it sis urgently required that we streng then the comodity developments fitting the hotel's traits, such as uniformpolicy of cost, mass-communicationactivities for sales promotion, the improvement of non-effectiveness, and advertisement of hotel items, and the publishing of public relation books. Therefore, the best weapon for hotels before other purchaseis to be discriminatized from other competitive hotel with theunderstanding of the psychology and activities of customers, and the communicatin with customers, and to set up organicprograms of sales promotionstrategies. Also we must promote our sales in accordance with the desire of new customers, gater the market information of customers, all the time, and systematize the facility improvement, managerial policy, business strategiescorresponding with the desire of customers. By doing so, we are able to seek, at the same time, both the satis faction of customers and the sales maximization of the hotels that will perfrom the activities of sales promotion and management.

• 보건교육건강증진학회지
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• 제21권3호
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• pp.133-149
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• 2004

This study investigates the worksite resources and programs for health promotion services, especially in areas of smoking cessation and acohol-reducing. Health promotion program is important for employees and employers to promote their productivity and enhance their quality of life. To explain the worksite health promotion programs, a three-stage survey model was established and 111 worksites filled up the questionnaire. Stages of the model included the supply status of worksite health programs, attitudes to get rid of health risks, and behavioral intentions to provide health promotion programs in the near future. The results of this study are as follows. First, the facility and personnel for health promotion services are not equipped sufficiently in the middle-sized worksites. Second, provided programs are not good enough in both quantity and quality, because most worksites provide inefficient and low-cost programs. Third, worksites provide the programs such as advertisement, education materials especially in large-sized worksites, but not in middle-sized worksites. Therefore, worksites need to be supported with a public institution for efficient programs and continuing legal and systematic support for middle-sized worksites should be emphasized.

• 의료법학
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• 제8권2호
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• pp.291-328
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• 2007

Under the present law, a medical corporation has the legalistic character of a noncommercial corporation and its commerciality is restricted by public service. In a recent precedent, however, a judgment has considered the service part in medical practice. The tendency of a precedent is that both commerciality of a medical institution and medical corporation are allowed to be pursued under fundamental order-observance. This change is found in china and india, which consider a medical service as national industry. In the case of ours, the now government demonstrate the industrialization or the market of medical service through promotion of commerciality of a medical corporation. This paper deal with the meaning of a medical corporation and the present condition of medical market under the present law and recommends a tendency of law policy through study of foreign's and our precedent for commerciality of medical advertisement and medical corporation.