• 디지털융복합연구
• /
• 제10권8호
• /
• pp.311-316
• /
• 2012

인터넷 광고 시장의 비중이 커지면서 인터넷 광고의 중요도에 대한 사용자 인식이 변화하고 있다. 특히 광고주에게는 저비용 대비 고효율을 올리는 인터넷 배너광고는 매력적인 광고 매체임이 틀림없는 사실이다. 동시에 인터넷 배너광고의 상호작용성은 사용자에게도 배너광고에 몰입할 수 있도록 하는 매력적인 광고 요소로 인식되고 있다. 사용자의 호기심과 흥미 유발을 위해 시각적인 형태 변화와 더불어 공감각적인 개념을 추가하는 등 인터넷 배너광고의 특성을 최대한 활용하고 있다. 이에 본 연구에서는 배너광고의 특성 분석, 디자인 구성요소 및 게임의 구성요소의 선행연구들을 토대로 게임성향 배너광고의 7가지 표현요소를 도출한 후 사례 분석하였다.

• 패션비즈니스
• /
• 제12권4호
• /
• pp.46-55
• /
• 2008

The purpose of this study is to provide the effective internet marketing communication strategy as marketing tools by analyzing the web sites of young casual fashion brands. We've selected 19 young casual fashion brands in 3 department stores and made the classification standard - advertising, promotion, public relation(PR), customer management - and analysed the young casual fashion brands according to 4 classification standard on the web sites. As a result of study, it is found that 19 young casual brands' web sites put an emphasis on activity of customer management and promotion in general. However, they did not conduct the PR and advertising actively compared with other parts. Especially, the promotion strategy occupies more parts than any other parts through the variety of membership card's services. Also they are sending e-mails or providing 1:1(FAQ/Q&A) board to the members as a customer management to be able to help to communicate with customer through the web site.

• 유통과학연구
• /
• 제11권5호
• /
• pp.25-31
• /
• 2013

Purpose - This study aims to determine the effects of marketing factors on the long-term purchasing behavior regarding industrial goods, using data from wholesalers and retailers. Research design, data, and methodology - We used multiple regression analysis and 3-step regressions to investigate causality. We used 177 questionnaires targeting wholesalers and retailers of industrial goods. Results - First, long-term purchasing behavior is positively related only with advertising and marketing factors. Second, the relationship between marketing factors and brand value show that the physical environment, word-of-mouth advertising, and publicity are positively related, except advertising and sales promotion, respectively. Third, brand value and long-term purchasing behavior are positively related. Finally, brand value is not a mediator between marketing factors and long-term purchasing behavior. Conclusion - This study suggests that industrial goods providers should use marketing strategies that are different from those used in the consumer market. Further, if they want to maintain long-term relationships, they should increase their brand value.

• 한국멀티미디어학회논문지
• /
• 제23권2호
• /
• pp.368-375
• /
• 2020

In this study, the area of interest(AOI) of Soju ad poster was tracked for analysis the time to frist fixation, the average of fixation duration and count by the study indexes. As a result of the analysis, Visual attention was higher the face than the body shape of the ad model. This means "when we look at printed ads, we see picture elements first, not language one" but language elements can't be overlooked either. Also, the importance of the model role could be verified by measuring the visual attention on the Soju ad poster. Based on the results of this study, if further research on ad posters is carried out and scientific and quantitative interpretation methods are presented, it can be used as product marketing data that can be reflected in ad model selection and poster design.

• 한국멀티미디어학회논문지
• /
• 제11권12호
• /
• pp.1765-1774
• /
• 2008

Due to recent increase of product placement(aka. PPL) in TV drama and entertainment program, the audience of these programs is exposed to the advertisement in the form of the props and backgrounds without discernment. Advancement in digital data broadcasting technology enabled advertisers to insert detailed information of the product or associated advertisement link into the content of the broadcast program as an interactive advertisement. With the interactive advertisement, the audience can focus on the content of the program and the advertiser can create an advertisement with a rich content through the interaction between the advertisement and the audience. It is possible because the interactive advertisement is dynamic advertisement behavior only activated by the audience's intention. In this research, we develop a Hot-spot generator to insert interactive advertisement in the DMB broadcast program. We also suggest dynamic Hot-spot generation technique that allows the Hot-spot object to follow not only the shape of the advertising object in the program, but also the movement of the object as the program progresses.

• The Journal of Asian Finance, Economics and Business
• /
• 제8권3호
• /
• pp.1339-1347
• /
• 2021

Indonesia has a population of more than 260 million, of which, by 2020, Generation Y is predicted to account for 70% of the total. With different birth years, Generation Y is the backbone of Indonesia's product purchasing. Generation Y is interested in establishing strong relationships with specific brands on social media. They are also interested in working with companies to design a product. Most Generation Y utilizes more than one electronic device and they are also brand loyal. Therefore, this study seeks to examine the effect of social media (i.e., e-WOM, online community, and online advertising) on brand image and loyalty in Generation Y in Indonesia. The sampling method employed was purposive sampling. A total of 150 respondents in the age range of 23-30 years were involved as the sample. Using multiple regression model in data analysis, this study proved that e-WOM, not only have a positive and significant effect on the brand image, but also on brand loyalty. Furthermore, online community also positively and significantly affects brand image and brand loyalty. Likewise, online advertising has a positive and significant effect on brand image and brand loyalty. This study's findings indicated that all the proposed hypotheses were well accepted.

• 한국의류학회지
• /
• 제47권4호
• /
• pp.760-777
• /
• 2023

Fashion brands seek guidelines for effective green advertising messages, considering benefit appeals, brand types, and construal level. However, few studies have explored their simultaneous interplay. Thus, the present study conducted an experiment with a 2X2X2 between-subjects design to investigate how brand type and construal level moderate the mediating role of ad-brand congruency between benefit appeals and purchase intention. A total of 245 Millennials and Generation Z participants completed an online survey, and the data were analyzed using SPSS. A significant three-way interaction was revealed. Low-construal-level messages with concrete content showed disparities between aspirational and accessible brands concerning other-benefit appeals: Accessible brands utilizing other-benefit appeals demonstrated higher ad-brand congruency, while aspirational brands had lower ad-brand congruency. Furthermore, within aspirational brands, self-benefit appeals resulted in higher ad-brand congruency than other-benefit appeals. Finally, a moderated mediating effect was discovered, indicating that brand types and construal level moderated the mediating effect of ad-brand congruency between benefit appeals and purchase intention. The mediating effect was prominent in the context of self-benefit appeals, aspirational brands, and low-construal-level messages. This study highlights the intricate dynamics of the three factors in green advertising, providing valuable insights for crafting more targeted green advertisements.

• 유통과학연구
• /
• 제20권4호
• /
• pp.9-19
• /
• 2022

Purpose: Mothers determines all household requirements and decides almost all their related things. The purpose of this study was to examine several independent variables on customer loyalty among mothers in The Asian Parents Indonesia community. The independent variables include advertising on Instagram, brand image, word-of-mouth, community cohesiveness, while the dependent variable is purchasing decisions. Research design, data, and methodology: This quantitative study uses a survey method for the Asian Parents Indonesia community members, listed on its website. The population of this community was recorded at 1,310, with a sample of 135 respondents. Data processing is done by using Structural Equation Model using Smart-PLS software. Results: Variables that significantly affect purchasing decisions and customer loyalty are word-of-mouth,summarized in a testimony, advertising on Instagram, and brand image. However, community cohesiveness does not affect customer loyalty to a brand. Conclusion: The results of this test propose significant implications for developing the relationship between baby toiletries producers and customers through word-of-mouth testimonials and advertisements on Instagram while community cohesiveness in maintaining customer loyalty using a brand is not influential, but interactions that occur within the community become a reference for mothers to choose a baby toiletries product.

• 한국의류산업학회지
• /
• 제16권2호
• /
• pp.185-195
• /
• 2014

This study is to develop marine fashion items for various marine leisure activities based on the identity of Busan. Motifs from the fireworks festival and image colors of Busan are introduced for the items. A prototype design to express uniqueness and characteristics of fireworks was produced with a line combination among design modeling factors and applied to T-shirt item for comfort use in the marine leisure activity and daily life. T-shirt is one of fashion items for a message communication due to a unique modeling which can be used an excellent advertising item for the culturel identity and image of Busan. Designs were produced with the characteristics of fireworks in which circular shapes of a chrysanthemum, ring, and peony designates as motif 1, 2, 3 as well as linear shape of Niagara, fan shape, and tiger-tail as motif 4, 5, and 6. These designs were located on the front, central chest, and left chest in the T-shirts then analyzed by major students in the course of master and doctor of clothing and textiles with statistical methods. A design with new coloring preferred than the design of a symbolic construction, and circular design on the front and linear design on the left chest were preferred in the results. Prototypes were produced with peony and tiger-tail design which show a high corelation between circular and linear shape, and coloring as well as high purchasing needs. This study results will expect to use for the development of advertising items for the various events of Busan based on the textile design and fashion items with the identity of Busan.

• 디자인학연구
• /
• 제21권
• /
• pp.109-121
• /
• 1997

The poster in America was considered merely a means of advertising until the late 1880s, and was not thought to have any intrinsic value. During the 1890s, the poster in America came into its own as a medium of artistic expression, and it was recognized anew as an medium of advertising. The production and circulation of posters became active, and it won the popularity of poster collectors. But the American poster renaissance flourished for a few brief years in the 1890s. In this thesis, I paid attention that the art poster in America was mainly a product of the publishing trade, and that it's rise and fall was connected with the circumstances of the publishing business. In chapterII, I discussed the growth of publishing business and the phenomenon of poster craze, and tried to figure out the characteristic of American poster design in 1890s. The American poster boom was formally initiated in Spring 1893, when Edward Penfield published the first of his monthly designs advertising Harper's Magazine. Penfield created a native American tradition of realism in the series of Harper's posters, his figures are realistic though anonymous, and are drawn without distortion or grotesquery, and details are reduced to essentials but not eliminated. In chapterIII, I discussed the change in book cover design in the 1890s. The rapid evolution of book and magazine covers was largely a reaction to the poster craze. Most magazines were issued with the same standard covers month after month at that time. In 1894, when William Bradley was asked to design a standard cover for the Inland Printer, he convinced the publishers to change the cover with every issue instead of designing one permanent cover. With the poster craze at its height, posters became big business, but still they were not very successful as advertisements. Because collectors of the 1890s were more interested in acquiring posters than in buying books. Significantly, this was also the moment when poster like designs began to appear on the covers of books and mass magazines. Publishers took notice of an idea. If the eye-catching design was on the cover itself rather than on a separate poster, the customer who wished to acquire the design would be obliged to buy the magazine. So there was no distinction stylistically between the posters of the 1890s and the magazine covers of the early 1900s. At the same time, the artistic poster was beginning to decline. While the most typical advertisements of the 1890s were the book and magazine posters of Bradley and Penfield, after 1900 advertisements for manufacturers' products played an increasingly prominent role. They would never again assume the leading role that they had played in the 1890s.