• Review of Culture and Economy
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• v.19 no.2
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• pp.171-193
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• 2016

China's advertising industry has rapidly increased owing to economic growth and big market size. This paper covers the localization and relative efficiency in the Chinese advertising industry. To analyze localization level and efficiency of advertising industry, this paper uses Location Quotient(LQ) and Data Envelopment Analysis (DEA) respectively. According to the results, the first finding shows that the higher regional development level have the relative efficiencies, the higher regional development level also have regional specialization degree. The second finding indicates that Chinese advertising industries are multipolalized region by region. The last finding reveals that advertising industry of middle and west regions has long term development potentiality owing to high specialization degree with low relative efficiencies.

• Journal of the Korea Convergence Society
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• v.12 no.11
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• pp.235-245
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• 2021

In the era of the 4th Industrial Revolution, complex problems of the advertising and PR industry ecosystem, which have become more complex than in the past, are raised, and the necessity and importance of convergence education is being demanded. In this study, the usefulness and implementation plan of the team teaching method for revitalization of convergence education were studied by conducting in-depth interviews with experts in academia and practice expert. The results of this study summarized that it is appropriate to introduce a team teaching method in which academia and industry jointly participate in the curriculum of the Department of Advertising and PR. It was found to be a meaningful educational method aimed at nurturing students with problem-solving ability. This study proposed a new industry-academic cooperation model as an exploratory study of advertising and PR department and team teaching education.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.7
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• pp.671-678
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• 2017

In this paper, we conducted an industry input-output analysis to examine the impact of the advertising industry on the movie industry. As a result, the production inducement effect increased from 1993 to 2008, and it decreased from 2009 to 2012. In 2014, the production inducement effect increased to 0.028 won. Value added effect is found that it fluctuated yearly. As a result of the sensitivity coefficient of the advertising industry, it decreased increasingly. In the case of the influence coefficient for backward linkage effect, it showed a decreasing tendency after 1998, but it increased from the beginning of 2009. This study examines the influence of the advertising industry on the input of the output by analyzing the impact of the advertising industry on the movie industry. As a follow-up study, it is necessary to compare the impact of the advertising industry on the movie industry and other industries such as publishing and broadcasting.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.868-889
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• 2022

Fashion companies are using a big data approach as a key strategic analysis to predict and forecast sales. This study investigated the effectiveness of the past sales, web search volume, information amount, brand promotion, and the advertising endorser on the sales forecasting model. The study conducted the autoregressive distributed lag (ARDL) time series model using the internal and external social big data of a national fashion brand. Results indicated that the brand's past sales, search volume, promotion, and amount of advertising endorser information amount significantly affected the sales forecast, whereas the brand's advertising endorser search volume and information amount did not significantly influence the sales forecast. Moreover, the brand's promotion had the highest correlation with sales forecasting. This study adds to information-searching behavior theory by measuring consumers' brand involvement. Last, this study provides digital marketers with implications for developing profitable marketing strategies on the basis of consumers' interest in the brand and advertising endorser.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.2
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• pp.66-76
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• 2020

We The 4th industrial revolution, the core characteristics of super-intelligence, hyper-connective, and ultrareality, has been actualized. New technologies such as artificial intelligence, big data, the Internet of Things, and high-tech video have begun to be applied to media and advertising. With the introduction of new technologies in the advertising field, innovative changes in advertising types, advertising effects, advertising methods, and advertising contents are expected. Accordingly, We intends to design a future advertising roadmap development by predicting how future advertising will change and develop through future technologies in the 4th industrial revolution era. To design the roadmap, this study analyzes changes in advertising technology, consumer, and media as changes in the advertising environment in the 4th industrial revolution era, and identifies the core changing trends, advertising factors in future advertising through the Delphi Survey on experts in advertising and future fields. We identifies how the future advertising technology, types, media, effects, and fields are developed by the changes of future advertising environments, including technology, consumers, and media in the 4th industrial revolution era. Hence it is expected to help the advertising industry and experts to prepare for future changes.

• Asia Marketing Journal
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• v.18 no.3
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• pp.1-18
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• 2016

The purpose of this paper is to examine empirically how to balance advertising expenditure before and after launch with regard to the direction of word of mouth in the motion picture industry. The vector auto-regression model is applied to assess the dynamic impact of advertising and word of mouth on sales. Empirical data, including advertising, word of mouth, and sales (the number of entries) of 83 movies are used for analysis. The research results show that for a movie having more positive word of mouth in the pre- and post-launch periods, it is worthwhile to spend the advertising budget in the pre-launch period only and to spare it in post-launch period. However, it is worthwhile to spare the advertising budget in the pre-launch period for movies having less positive word of mouth before and after launch, and to concentrate spending in post-launch period instead. Mangers who handle products and services facing shortened lifecycles, such as games, eBooks, and digital music contents, need to check the quality of pre-launch word of mouth for their advertising budget decisions in the pre- and post-launch periods and spend more of the advertising budget in the post- (pre-) launch period if pre-launch word of mouth is negative (positive). For products and services with a shortened lifecycle, it is recommended to spend more of the advertising budget in the post- (pre-) launch period if pre-launch word of mouth is negative (positive).

• Asia-Pacific Journal of Business
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• v.4 no.1
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• pp.43-51
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• 2013

The research is done with reference to insurance industry. Three companies are taken for the study, first one is LIC, second is ICICI Prudential and third one is ING Vysya life insurance. The impact of advertising message was seen on the brand image of these companies. Six print ads were taken for each company and data was collected from five hundred and forty respondents and forming a sample size of thirty. Three questionnaires were prepared one for brand image before showing ad; second one for advertising message and third one for brand image after showing ads. Through this study these three companies were also compared on the ground of which company has the effect on its brand image by showing ads of that company before and after.

• Journal of the Korea Convergence Society
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• v.12 no.6
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• pp.113-118
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• 2021

The purpose of this study is to develop a program to improve the curriculum of the Department of Advertising and PR and to improve education in the 4th industrial revolution based on blockchain. This study is in charge of human resources department, planning, and production of advertising agencies with a high understanding of the direction of human resource development of advertising agencies and career education of universities. Six people were divided into two groups and an in-depth interview was conducted. It was found that the curriculum of the Department of Advertising and PR has not yet been reorganized, and the method of career education is still progressing in the traditional media era. In order to cultivate future advertising professionals, it is important that advertising education must operate courses and adopt the curriculum so that they can be trained as experts who can adapt to the revolutionary change engine of blockchain.

• The Journal of the Korea Contents Association
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• v.13 no.4
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• pp.86-96
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• 2013

This study is about utilizing social game as a gamification advertising platform. Since iPhone released to the world, the smart phone industry has rapidly increased. And the development of the smart phone industry has rapidly increased its rate of users in which it has led to leaping growths of new kind of service such as SNS(Social Network Service), and SNG(Social Network Game). The purpose of this study is predicting the development of advertising industry in smart phone paradigm shift. This study focused on social network game as a gamification advertising platform, and studied on case of which is social network game used as a gamification advertising platform. Finally, this study has developed suggestions for new way of advertising by utilizing Mobile social network game as a gamification advertising platform.

• (The) Korean Journal of Advertising
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• v.27 no.4
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• pp.71-90
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• 2016

Managers of firms often wonder whether advertising expenditure is a mere expense or an investment with foreseeable future returns. When top management makes a decision on the level of advertising expense, it must consider whether an increase in advertising spending will positively affect brand loyalty and the increased brand loyalty will positively affect profitability and firm value. We investigate the industry-specific effects of advertising spending on marketing and the effect of loyalty on financial performances using top companies in Korea, specifically, 184 firms' data from year 1998 to 2014. The empirical results of a fixed effect model indicate that the effects of advertising on customer satisfaction index and loyalty on the firms' financial performance are positive. In service industry, unlike manufacturing industry, advertising has a significantly positive effect Brand Loyalty. In addition, Brand Loyalty had positive impacts on ROA and ROE as profitability index, and Tobin's q, a market-value index. The research results suggest that advertising in service industry should be considered as customer satisfaction investment and the increased Brand Loyalty as a profit for present and a business investment for the future respectively.