• Korean journal of food and cookery science
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• v.22 no.2 s.92
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• pp.213-221
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• 2006

Although motivation and information search have both been studied continuously and separately as important marketing strategies, the relation between cause and effect has received little research attention. Therefore the objective of this study was to research the causal relationships between motivation and information search method. Frequency analysis and reliability analysis, factor analysis, and SEM(Structure Equation Model) were adopted to analyze the data. Motivation was divided into 5 factors which significantly influenced information search method. Factor 1, 'Reception and congratulation', influenced information search positively through 'newspaper, magazine', and 'word of mouth' but negatively through 'TV-advertising' and 'Flyer, Press copy'. Factor 2, 'Change of dietary life', influenced positively 'TV-advertising'. Factor 3, 'Economic saving', influenced positively 'newspaper, magazine', and 'the e-mail's advertising' Factor 4, 'Preference motivation', influenced negatively 'word of mouth' Factor 5, 'Advertisement and companion's need', influenced positively 'newspaper, magazine', and 'the e-mail's advertising' but negatively 'TV-advertising' As a result, customers appeared to choose various information search methods according to their eating-out motivation. 'The e-mail's advertising', and 'word of mouth' are popular among customers' information search methods. Therefore, food-service corporations need to try eliminating negative images of various advertisements and activate positive word of mouth marketing, promotion through internet.

• Fashion & Textile Research Journal
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• v.22 no.2
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• pp.192-201
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• 2020

This study examined the relationship between Korean male consumers' perceptions of marketing promotion investment such as advertising expenditure and celebrity endorsement are the brand equity elements. It also compared if there were differences on this research model and two groups that selected Korean or foreign country-of-brand-origin in fashion product purchasing. Online survey responses from 414 Korean men in their 20s-30s were analyzed using confirmatory factor analysis (CFA) and structural equation modeling analysis (SEM). Perceptions of advertising expenditures were found to be positively related to brand association in only the group that selected Korean country-of-brand-origin. The results showed a non-significant effect of perceptions for advertising expenditures on perceived product quality in both groups that selected Korean or foreign country-of-brand-origin. The results indicated that celebrity endorsement had a significant effect on brand association for the two male consumer groups. The results also demonstrated that the relationship of celebrity endorsement and perceived quality was significant in only a group that selected Korean country-of-brand-origin. The results also revealed that the effect of brand association and perceived product quality on brand preference was significant in both male consumer groups. This study has useful managerial implications for enhancing the effectiveness of investment in advertising activities.

• Journal of Distribution Science
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• v.20 no.8
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• pp.123-133
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• 2022

Purpose: As moment-based marketing messages (i.e., messages related to current moments or event), companies put significant investments to distribute TV advertising related to external moments in a retail environment. While the literature offers strong support for the value of distributions of context-based messaging to advertisers, less attention has been given to how to design those messages to effectively communicate across channels. This research adds a new dimension of analysis to the study of advertising context and its cross-channel effects on online consumer behavior. Research Design, Data and Methodology: A system-of-equations Tobit regression model was adopted using data collected from an advertising agency that consists of 1,223 TV ads aired during the Rio Olympics and NCAA, tagging from consumers, and a text analysis. Results: First, TV ads with high centrality of context lead to lower online search behavior and higher online social actions. Second, how brands can design messages more effectively was explored by using product information as a moderator that could improve the impact of context-based TV advertisements. Conclusions: Given that expenses in traditional channels are still one of the biggest channel management decisions, it is critical to understand how consumer engagement varies by design of context-based TV advertising.

• Journal of Distribution Science
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• v.10 no.3
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• pp.43-50
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• 2012

This study sets out to examine how a brand image that matches the advertising model has a positive impact on brand attitude and price fairness perceptions. We reviewed the constructs on the basis of previous studies and each of the concepts has been redefined. One such concept, "image congruence," refers to the harmony, fitness, and matching quality of images. For example, how well celebrity advertising model is matches the brand image shows image congruence. Results are summarized as follows: First, the congruence of brand image and sports advertising model has no significant impact on brand attitude certainty and persistence. Second, the individual's brand attitude certainty and brand attitude persistence has a positive impact on the perceptions of price fairness. Third, the congruence of brand image and sports advertising model has a positive impact on the perceptions of price fairness. The first and the third results suggest that the positive impact on the price fairness perceptions is temporary but it has insignificant effects on the formation of brand attitude causing ongoing purchases. In other words, in order to influence consumers' long-term confidence on the brand, improving the quality of products or services has to precede promotional strategies such as advertising. When an advertising model is inappropriate for the brand image, consumers perceive product price changes as a negative issue in the short term. However, in the long term, attitude formation such as consumers' repurchase intentions and word of mouth will be not affected. The second result suggests that an already existing positive brand attitude can contribute more positively to change the perceptions of price fairness. In particular, attitude persistence has greater influence than attitude certainty on the price fairness. It suggests that persistence issues such as the trading period and the frequency of transactions must be managed and controlled because they are more important than the certainty issues such as strength of belief or trust. For example, when a commercial model for expensive sporting goods matches up with the brand image, consumer feels less pressure on the price changes. However, it does not determine the consumer's repeated purchases or sustainable transactions and it also has no absolute impact on the brand trust. In other words, consumer brand attitude should be recognized and approached as a routine strategy in view of the result that it is of great value as a causal variable in the process of consumer decision-making.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.428-433
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• 2008

The online advertising industry's business model undertakes the change from CPM (cost-per-mille)-based to CPC (cost-per-click)-based. However, due to the problem of 'Click Fraud', CPA (cost-per-action) has been regarded as a new step. For CPA, publishers need to get information after a user clicks an advertisement. Therefore, in CPA, the key is to get Conversion Action Data (CAD). This paper introduces two existing mechanisms for getting CAD, compare their characteristics, and analyze their limitations. Then the two new mechanisms are introduced and their requirements and feasibility are analyzed. Lastly, we compare the existing two and the new two mechanisms, and point out each mechanism's business possibility, value and Application Area. This paper will help publishers choose the most appropriate mechanism on the basis of their situation.

• 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.

• Culinary science and hospitality research
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• v.23 no.7
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• pp.204-219
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• 2017

The aim of this study was to examine the role of celebrity's traits on food service enterprises' media engagement, advertising effect (AD effect) and purchasing intention. Based on advance research, structural model of relationship between celebrity's traits and media engagement, AD effect and promotion of purchase was developed among the proposed constructs. Few empirical studies have been conducted to test the model. Date collection of study was from June 1st, 2017 to June 30th, distributing total of 300 issues and collecting total of 290 issues. Total of 271 questionnaires were used as the final analysis data as the nineteen questionnaires included missing information. The results can be summarized as follows: Celebrity's Traits significantly affected media engagement, AD effect and purchasing intentions. More specifically, mediating effect among the celebrity's traits and AD effect which came from media engagement was valid only if the subject of advertising effectiveness was on brands attitude. Based on the findings, theoretical and managerial implications were discussed to make one conclusion. As the media engagement was identified as a mediator between celebrity's traits and AD effect, certain brands which tend to enhance their AD effectivity should liaison proper celebrity.

• The Research Journal of the Costume Culture
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• v.19 no.1
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• pp.150-162
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• 2011

Personal health and environment is being aimed recently to show increase in preferences of eco-friendly cosmetics with longing of clean nature, and environment on pure plant ingredients. This study has the purpose of inquiring components and types of magazine advertisement in eco-friendly cosmetics and to analyze the model characteristics. The standards of analysis were classified as product, face, background, article, arrangement of colors, image, and eco-friendly factors. The results of this study are as follow. First, in inquiring the general characteristics of the magazine advertisement in eco-friendly cosmetics, the results were shown as the order of attention on product, face, background, article, arrangement of colors, image and eco-friendly factors. Second, in inquiring the components and types of magazine advertisement in eco-friendly cosmetics, the results showed an attentive difference in product, face, background, article, arrangement of colors and eco-friendly factors. Third, in inquiring relationships of model characteristics between domestic and foreign eco-friendly cosmetics, the results showed lots of domestic cosmetics advertising direct advertising, product type emerged was a lot of character type emerged. International cosmetics advertising, indirect advertising and highlighting the many articles that appeared prominently type is characterized.

• Journal of Korea Multimedia Society
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• v.23 no.2
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• pp.368-375
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• 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.

• 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.