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A Comparative Study between Korea and China on the Informativity of University Promotional Videos (대학홍보영상 정보성의 한·중 비교 연구)

  • Liu, Cui;Lee, Bo-Hui
    • The Journal of the Korea Contents Association
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    • v.22 no.5
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    • pp.327-337
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    • 2022
  • With the fierce competition between universities and the diversification and rapid development of multimedia, university promotional videos have become one of the effective means for universities to instill a better brand image, increase their competitiveness, and attract more new students. There were not many studies on university promotional videos in the field of advertising promotion, and there were no comparative studies on university promotional videos in Korea and China. Accordingly, this study aims to analyze promotional videos of the top 30 universities in Korea and China by referring to the world university rankings released by the 2021 World University Rankings (QS) World University Evaluation Agency and explore the differences between the two countries. According to the results of the study, it was found that there were some significant differences between Korea and China's university promotional images in each analysis category. This study is meaningful in that it will serve as a reference for the production of promotional videos for schools in the future while presenting the differences between Korean and Chinese university promotional videos.

Global Marketing Strategies of INNOCEAN Worldwide "Global Marketing Company, INNOCEAN Worldwide"

  • Chu, Kyounghee;Lee, Doo-Hee;Lee, Jong-Ho;Yoo, Weon Sang
    • Asia Marketing Journal
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    • v.14 no.3
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    • pp.137-151
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    • 2012
  • Established in May 2005, INNOCEAN Worldwide started as an affiliate marketing and communications company of the Hyundai Motor Group and grew into a top agency ranked no. 2 in the South Korean market within seven years. Currently, INNOCEAN Worldwide has become a global company, operating in sixteen countries through four regional headquarters, fifteen overseas subsidiaries, and seven branch offices with more than 1,100 employees. The company holds top clients from finance, electronics, telecommunications, food, retail, education and other various industries. The accomplishment of INNOCEAN Worldwide can be summarized by the following five key factors. The first factor is INNOCEAN Worldwide's strong and enduring passion and commitment to enter the global market and to build and strengthen its global network. The second factor is achieving successful localization through recruiting talented employees for its overseas branches directly from the local workforce, which enables the company to overcome language barriers, cultural differences, and creative gaps among different regional markets. Third is the company's effective implementation of the 'Global Resource Remix' strategy, which incorporates the distinctive competencies of each overseas operation as a global company standard. Fourth is the creation of the 'Discover System,' a global knowledge management system enabling overseas offices worldwide to share each other's accumulated knowledge and experiences. The fifth factor is the successful establishment of INNOCEAN Worldwide's unique Total Marketing Solution Service. Through this service, the company has offered integrated consulting services for strategic brand management to solve various marketing problems. In summary, the passion and commitment of INNOCEAN Worldwide's top management for the company's globalization and the supporting system that enables such commitment have made it possible for the company to take a global leap and become not merely a company with global operations but a truly global company.

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A Study on Spatial Therapy through Spatial Psychology (공간 심리학을 통한 공간치유 연구)

  • Hae Rang Park
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.6
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    • pp.709-714
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    • 2023
  • This study aims to propose a method of spatial therapy through spatial psychology in various ways of healing for emotional damage received by individuals. It is intended to prove the effectiveness and specify the method through instructional cases of spatial therapy for general university students. The method of spatial therapy was designed as a preliminary question(past)-space exploration (present)-travel plan(future). In the preliminary question, the students remembered the happy trip with their family and the pleasant memories with a person for the longest time. In the space exploration, the places the students visited were all different, but they were fully satisfied and happy about the place they had been to. The students fully remembered and expressed their feelings about the person they were with and the place. In their travel plans, students were fully prepared for the trip and looking forward to various therapy emotions they wanted to feel there. Most of the students said they wanted to find peace of mind through travel, feel peaceful feelings, and enjoy a beautiful world. Travel for spatial therapy or visiting certain places gives those who are tired and struggling enough therapy power.

Study of Policy on Seowon's Preservation·Support : Focusing on Big Data Analysis on Laws (한국 서원의 보존·지원 정책에 관한 연구 : 법률에 대한 빅데이터 분석을 중심으로)

  • Bang, Mee Young
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.5
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    • pp.875-883
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    • 2023
  • In Korea, the number of preservation and management entities to connect the traditional cultural heritage to next generations is rapidly decreasing. Building an infrastructure to pass on traditional cultural heritage to the next generation and to pay attention to the preservation and management of the next generation is important including the 'Seowon', a World Cultural Heritage listed by UNESCO. This study is based on the laws that regulates the preservation and support of traditional cultural assets and 'Seowon, through Big Data analysis techniques. The main keywords in each law were extracted, schematized, and a mutual Word Network was constructed and policy advice was derived. As policy advice, it is necessary to establish and implement policies to nurture and support businesses specialized in the region for the preservation·utilization, preservation·management and preservation·support of Seowons.

Interaction Effects of Purchase Cycle and Bundle Type on Promotion Effectiveness (제품구매주기와 번들유형이 프로모션 효과에 미치는 영향)

  • Sungmi Lee
    • The Journal of the Convergence on Culture Technology
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    • v.10 no.2
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    • pp.181-185
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    • 2024
  • The purpose of this research is to investigate how purchase cycle of a product and bundle frame influence consumers' responses to the bundle promotion. In order to test hypotheses of this study, we conducted an experimental study that was a 2(Purchase cyle: Long vs. Short) X 2(Bundle frame: 1+1 vs. Buy2 and 50% off) between-subjects design. The reseults of this study showed the interaction effects of purchase cycle of product and bundle frame on perceived level of discount and product attitude. Based on the results, we provide theoretical implcations to extent the existing research regarding bundling promotion. Moreover, the results of this study suggest some practical implications and a new aspect about bunle promotions.

A Study on the Impact of Perceived Benefits of Subscription Services on Attitudes toward Subscription Services and Continued Intention of Subscription Services: Focusing on the Moderating Effect of Innovativeness (구독 서비스의 지각된 혜택이 구독 서비스 태도와 지속이용의도에 미치는 영향 연구: 혁신성향의 조절효과를 중심으로)

  • Tae-eun Kim;Minjung Kim
    • The Journal of the Convergence on Culture Technology
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    • v.10 no.2
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    • pp.59-65
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    • 2024
  • This study sought to determine the influence of perceived benefits of subscription services on attitudes toward subscription services and continued use intention of them. For this purpose, the perceived benefits of the subscription service were composed of perceived enjoyment and perceived usefulness, and the personal variable, innovativeness, was set as a control variable to examine its influence. As a result of the study, perceived benefits, such as perceived enjoyment and perceived usefulness, both showed a positive influence on attitude toward subscription services and continued use intention of them. The moderating effect of innovativeness on perceived usefulness was also confirmed. The influence of perceived usefulness on attitudes toward subscription services was found to be greater in groups with low innovation propensity than in groups with high innovativeness. These results provide implications about the value of personal characteristics for the continued use of subscription services.

Research on Awarness and Improvement of Subway Evacuation Facilities (지하철 피난시설에 대한 시민 인식 조사 및 개선에 관한 연구)

  • Jung Myungjin;Kim Dongsu;Kim Yeongjun;Kim Yein;Lee Soobin;Lee Inkyoung;Jeong Hoseung;Pyun Seoyoung
    • The Journal of the Convergence on Culture Technology
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    • v.10 no.1
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    • pp.507-516
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    • 2024
  • Through the use and development of underground spaces, subways have become a representative means of transportation in the city center. Due to the extension of subway lines and the increase in the number of subway users, there is a risk that safety for evacuating human lives in case of fire will not be secured. Therefore, this study tried to identify citizens' perceptions of evacuation facilities through questionnaires and find alternatives. An online survey of 115 subway passengers was conducted to learn about citizens' awareness of subway evacuation facilities. As a result of the survey, awareness of evacuation facilities was high in the order of guidance lights, life-saving devices, emergency lights and portable lights, special evacuation stairs, and evacuation stairs. In addition, the majority of the respondents said they were not well aware of evacuation facilities, and people's indifference was the most common cause. As a solution to the lack of awareness, responses to active advertising and promotion, education and experience activities were the highest.

A Study on the Spread of YouTube Political Issues and the Attribution of the Issue, Focusing on the Issue of the Constitutional Court's Ruling on the 'Complete deprivation of prosecutorial powers' Act (유튜브 정치 이슈의 확산 양산과 이슈 속성 연구: '검수완박' 법안 헌법재판소 판결 이슈를 중심으로)

  • Insool Cho;Juhyun Hong
    • The Journal of the Convergence on Culture Technology
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    • v.10 no.1
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    • pp.193-203
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    • 2024
  • In a situation where news usage through YouTube is rapidly increasing, this study investigated which attributes of issues news producers prominently report on based on the two-stage agenda setting theory to empirically investigate the influence of various news producers on YouTube. Through the research results, we confirmed that broadcasters have the influence to set the agenda and form public opinion on YouTube, and discovered the possibility of a two-stage agenda setting effect occurring in the YouTube environment. We criticized whether news producers abuse emotional words due to their partisanship when reporting political issues, and discussed that an emotional approach to political issues can have a negative impact on news users' perception of reality.

A Study on the Expansion of Arbitration's Area of Coverage in Korea (한국중재의 영역확대 방안에 관한연구)

  • Kim, Suk-Chul
    • Journal of Arbitration Studies
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    • v.20 no.3
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    • pp.47-69
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    • 2010
  • From the review of Korean arbitration systems with the comparison of those of other countries, we can summarize some issues to be tackled as follows: First, Korean arbitration system started with the purpose of export promotion. This may be the main reason that various domestic disputes have not been resolved by arbitration. Second, the Korean Arbitration Law applies to private disputes. The Law's arbitration scope is wider than that of China and France, but narrower than that of the U.S.A. that encompasses a variety of disputes in the filed of consumer, labor, medical services, patents, etc. Third, active judges or public officials in Korea can not be arbitrator and there is no arbitration court. However, if chief judge allows the necessity, court's judges in the UK can be arbitrator with the mutual agreement of the parties and also arbitration system is operated in the court. Fourth, the Korean Commercial Arbitration Board(KCAB), the only representative institution for arbitration in Korea, is under the Ministry of Knowledge Economy(MKE). This makes it difficult for the KCAB to handle other disputes related to the Ministry of Health and Welfare, the Ministry of Strategy and Finance, the Ministry for Food, Agriculture, Forestry and Fisheries, the Ministry of Employment and Labor, etc. Fifth, as mentioned, the KCAB is the unique institution for arbitration by the Law in Korea, while other countries allow have a diversity of arbitration agencies such as maritime arbitration organization, consumer arbitration institution, arbitration court, etc. Therefore, we suggest some ideas to expand the arbitration's area of coverage in Korea as follows: First, there should be more active policies that promote various domestic disputes to be settled by the arbitration system. Second, it is quite needed to expand the scope of arbitration to cover many disputes in the fields of consumer, labor, medical service, advertising, fair trade, etc. Third, there should be discussions to allow court judges as arbitrator and to introduce the arbitration court. Fourth, the KCAB should strengthen its status and roles as general arbitration organization to overcome the limited scope of commercial disputes. For this, there should be the strong support and coordination among the MKE and other government agencies. Fifth, to reduce the burden of the court's complicated and expensive procedures, more efficient disputes resolution systems should be established on the basis of the parties' free will. Each central government agency should streamline the legal barriers to allow industrial organizations under its control to establish their own or joint arbitration system with the KCAB.

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A Study on Visual Expressions and Advertisement Models - With a focus on apartment brands (시각적 표현과 광고 모델에 관한 연구 -아파트 브랜드를 중심으로)

  • Choi, Hyang
    • The Journal of the Convergence on Culture Technology
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    • v.4 no.3
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    • pp.179-184
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    • 2018
  • The purpose of this study was to investigate changes to visual expressions in apartment sales ads in newspapers since the 2000s. For this purpose, the study compared and examined advertisements in 2010~2018 for their content. Apartment sales ads in the newspapers of Busan were analyzed according to the types of visual expressions and advertisement models. The brands(national and local brands) were categorized according to the types of visual expressions(copywriting-centric, visual-centric, and mixed ones) and whether an advertisement model was used or not(used and not used). The findings show that visual-centric ads were most used in apartment sales ads by national brands in 2010~2011 and recorded a higher usage rate by local brands during the same period. In 2017~2018, mixed forms of visual expressions were used more in the ads. The percentage of visual-centric ads made a considerable decrease among local brands. As for the use of advertisement models, most of the brands used one in 2010~2011, but advertisement models almost disappeared in apartment sales ads in 2017~2018. These differences were more prominent among local brands. The findings indicate that there were differences in expressive strategies in apartment sales ads among brands. The findings are expected to provide useful practical implications for the visual expression strategies of apartment sales ads.