• Archives of design research
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• v.14
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• pp.9-18
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• 1996

This is a study for importance of creativity in design. In the modern industrial developments in Korea has brought increase of consumptional products, by this reason. we are interested in the advertising industry for purpose of booming currents. But Comparing with the development of general advertising industry, it is not so long that understanding of advertising design has become important problm and spacially importance of creativity. Therefore According as the usefulness of advertisement is growing, we are concerned of the study of advertising effects. Now creatived expression is required without a moment delay because of the point of discrimination about too many advertisements. So, Advertising design has a role of positive communication which is passed into the life of modern man deeply. So for the dffective and impactive communication in the short time and on the limit space against implicative message, the study for importance of creativity in advertising expression has common purpose contact floody advertising everyday. Therefore this thesis try to seek Strategies of creativity in order to effective advertising expression.

• (The) Korean Journal of Advertising
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• v.28 no.6
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• pp.7-34
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• 2017

The debate surrounding advertising effectiveness is not to be overstated as a major source of advertising research. However, there is still a lack of discussion on the model for measuring the effects of government and public service advertising. This study focuses on this point and develops an index model that can evaluate government advertising. For this purpose, we conducted a survey of 800 respondents in 7 major cities. Based on the creativity evaluation factors (originality, clarity, and appropriateness) of government advertising and the evaluation factors (interest, avoidance, and relevance) of policy contents, a causal model that affects the cognition, attitude, and behavioral responses of the audience was set up. As a result of analysis, originality, clarity, interest, and relevance except for appropriateness and avoidance were meaningful variables for creating government advertising effect such as policy understanding, audience attitude, word of mouth intention of policy. In addition, policy understanding and audience attitude were the main mediating variable influencing the word of mouth intention of policy. Based on research results, this paper discussed the direction for creating effective government and public service advertising in the future.

• Journal of Information Processing Systems
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• v.13 no.5
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• pp.1052-1070
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• 2017

For the autoencoder (AE) implemented as a construction component, this paper uses the method of greedy layer-by-layer pre-training without supervision to construct the stacked autoencoder (SAE) to extract the abstract features of the original input data, which is regarded as the input of the logistic regression (LR) model, after which the click-through rate (CTR) of the user to the advertisement under the contextual environment can be obtained. These experiments show that, compared with the usual logistic regression model and support vector regression model used in the field of predicting the advertising CTR in the industry, the SAE-LR model has a relatively large promotion in the AUC value. Based on the improvement of accuracy of advertising CTR prediction, the enterprises can accurately understand and have cognition for the needs of their customers, which promotes the multi-path development with high efficiency and low cost under the condition of internet finance.

• Journal of the Korea Society of Computer and Information
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• v.18 no.12
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• pp.139-147
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• 2013

As the use of wired and mobile Internet is on the increase, organizational activities for customers as well as individual life style are changing rapidly from the past. Specifically, mobile advertising in organizations thanks to remarkable growth in smartphone users, continuous development of mobile Internet technologies, and enhancement of information delivery capability regardless of time and place, has become a competitive weapon for presenting new products and services, promoting marketing programs, and communicating with customers. The study is to investigate what characteristics of mobile advertising are affecting the acceptance toward mobile advertising, and to analyse if the country type of mobile Internet users has a moderating effect on the relationship between these characteristics of mobile advertising and user acceptance.

• Journal of Digital Convergence
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• v.13 no.8
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• pp.431-438
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• 2015

Smartphone is popularized, it is a lot of development of the mobile advertising industry, is born many types of mobile advertising. Many developers in the mobile game is the advertised profitable by using the SDK of service companies that service the advertising the launch of free games. Mobile IGA banner, front advertising, we use the ad in the three forms of the front video advertising, each of advertising, have advantages and disadvantages. Although many of the games currently use a full-page ad and front video ads, these ads profitable model is use the user game play time. In order to improve the disadvantage of this method, Commonly used to analyze the three ad revenue model, looking for the element, by using the research result of the previous studies, we have proposed a new advertising Convergence profitable models.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.89-101
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• 2022

COVID-19 is significantly changing consumers' demand and habits. In order to understand consumer characteristics and find effective advertising directions in the post-COVID-19 era, this study set young consumers who are more sensitive to market changes and technological transformation from a subjective perspective of advertising audiences. Through the Q methodology, the advertising development model in the post-COVID-19 era was derived exploratively by examining their cognitive status of advertisements in the post-COVID-19 era. The model consists of three types of advertisements: "demand mining online ads" that value consumer demand and adapt to online shopping paths, "added value creation experiential ads" that value derived value and consumer experiences, and "practical and sentimental value creative ads" based on pragmatism and emotional values. In addition, this study also suggested for the sustainable practice of advertising in the post-COVID-19 era in various aspects, such as "seeking multidimensional values," "expanding consumer experience," and "mining and leading demand.

• Journal of the Korea Convergence Society
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• v.11 no.8
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• pp.99-106
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• 2020

The purpose of this study is to find out whether image similarity between celebrities and brands on social network service be a determinant to predict advertising effectiveness. To this end, an advertising effect prediction model for celebrity endorsed advertising was created and its validity was verified through a machine learning method which is a big data analysis technique. Firstly, the celebrity-brand image similarity, which was used as an independent variable, was quantified by the association network theory with social big data, and secondly a multiple regression model which used data representing advertising effects as a dependent variable was repeatedly conducted to generate an advertising effect prediction model. The accuracy of the prediction model was decided by comparing the prediction results with the survey outcomes. As for a result, it was proved that the validity of the predictive modeling of advertising effects was secured since the classification accuracy of 75%, which is a criterion for judging validity, was shown. This study suggested a new methodological alternative and direction for big data-based modeling research through celebrity-brand image similarity structure based on social network theory, and effect prediction modeling by machine learning.

• Journal of Distribution Science
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• v.17 no.1
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• pp.89-94
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• 2019

Purpose - In recent digital information society, the most important factor of to increase the firm value of the distribution company is not the activity to increase the sales through the general advertisement of the unspecified majority by purchasing the finished product, but to grasp the needs of the consumers and to develop a new distribution platform that connects producers and consumers directly through consumer-tailored advertisements centering on e-commerce. Therefore each company in the distribution industry is spending a lot on research and development investment to innovate the distribution technology and distribution system, and the research and development investment expenditures can affect firm value. The purpose of this study is to analyze the impact of research and development investment expenditures in the distribution industry on market value of the firm. Research design, data, and methodology - As a research method, the sample firms are those which are listed on korea stock exchange market from 2011 to 2017 and the research model is Ohlson(1995) model, which is a representative valuation model using accounting information. This study analyzes the effect of distribution company's research and development investment expenditures and advertising expenditures on market value of the firm Results - The results of empirical analysis show that research and development investment expenditures for developing new distribution technology and advertising expenditures for promoting sales in the distribution company are all positively related to the market value of firm. Therefore, in describing market value of the distribution company, it is shown that the research and development investment expenditures and advertising expenditures together with the net asset and net profit are the important accounting information that explains the market value of firm. This result show that investment expenditures on research and development for the innovation of distribution technology of distribution company creates intangible intellectual assets and increases market value of the firm. Conclusions - The result of this study shows that research and development investment expenditures for the new distribution technology as well as the spending for the advertisement in the future is a very important investment expenditures that can increase the market value of the distribution company.

• International Journal of Contents
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• v.7 no.1
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• pp.37-44
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• 2011

This research attempts to analyze brand placement in game. Brand placement, being acclaimed as a new beneficiary model in game industry, is raising important mean of advertising. For development of game industry, the interdisciplinary study between game and advertising is indispensible. Therefore, the purpose of this study is to find creative types of brand placement in game for illuminating how advertising works in game contents. The results showed three types of brand placement in game. They are contextual type, prominent type and independent type. Contextual type is one where the brand is present within the game contents without being formally expressed: it plays a passive role. Prominent type is one where the brand is present within the game contents with being formally expressed: it plays an active role. Independent type is one where the brand is present within the game contents with being formally expressed but it is not related with the program: it plays an additional role. The research showed, among these three types, a prominent type is becoming mainstream of brand placement in game. In other words, the prominent type of brand placement is the most effective beneficial alternative in game industry.

• Journal of the Korea Society of Computer and Information
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• v.20 no.8
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• pp.93-104
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• 2015

In this paper, the design of intelligent_advertisement_operation system(IAdOS) based on user's feedback is proposed for mobile environments. The proposed system stores the advertising contents created by the advertising provider and recommends the personalized advertising contents by analyzing the context information, and then feedback information of the advertisements. Since the proposed system which can recommends provide the smart advertisement contents based on personal preference, it is expected to contribute the new service model development of in the field of advertising market.