• Journal of the Korea Society of Computer and Information
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• v.19 no.11
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• pp.183-192
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• 2014

With the rapid mobile phones and global diffusion of mobile marketing it is very important to understand cross-national consumer attitude and behavioral intentions toward mobile marketing as a promotional channel. Some areas of mobile advertising still need more investigation. Especially, the topic about consumer attitude toward mobile advertising has been received a considerable amount of attention. Based on the Technology Acceptance Model (TAM), this study investigates the relationship between characteristic of mobile advertising and purchase intention toward mobile advertising, and analyzes moderating effect of country type. The result of this study could help researchers and practitioners to understand which factors should be managed to increase the effectiveness of mobile advertising.

• 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.

• Archives of design research
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• v.15 no.4
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• pp.231-242
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• 2002

Due to the various reasons reducing the advertising effects in such as message reliability declining, target segmentation, and information technology, creative becomes more important than ever before. And this is more true in print advertising than electronic ones. The purpose of this study is to support to develop more effective advertisement in print advertising. Parody advertising, a postmodernic technique, effectiveness was tested empirically. Top-of-mind awareness, reliability toward advertising, attitude toward advertising, attitude toward brand, and purchase intention were adapted as a scale to measure the effectiveness of parody and non-parody advertising. Result proved the parody advertising shows higher effects than non-parody one. Conclusively saying that parody could be one of the possible ways to increase effects on print advertising to survive from the heavy competition and low attention.

• Journal of Digital Convergence
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• v.12 no.7
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• pp.103-112
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• 2014

The virtual advertising which emerged in new technology environment and new advertising environment has been executed lately. The right regulation of virtual advertising is very important to the growth of it, because virtual advertising is new form of advertising and it can change program contents easily. In addition, it's time for considering the overall supplementation of virtual advertising regulation, based on the results so far achieved. In this sense, this article examined the regulation of virtual advertising which has been executed since 2010. It first examines the characteristics of advertising in digital media convergence environment and the growth and effect of virtual advertising. Then, research problems were suggested. Based on the research problems, it examines the status of virtual advertising regulation for each country. Then, it analyzes and discusses the major issues related to today's virtual advertising regulation. The article concludes with policy recommendations.

• Knowledge Management Research
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• v.25 no.3
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• pp.253-278
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• 2024

The emergence of digital platforms and advancements in technology are driving changes in the advertising market. In particular, as the Digital Out of Home (DOOH) field establishes itself as a new media, the market for advertising through TV screens installed inside elevators is growing. However, there is a lack of relevant research and empirical studies on this topic. Therefore, this study aims to empirically verify consumer perceptions and advertising effectiveness of elevator TV advertising and identify the key factors influencing its effectiveness. To achieve this, the characteristics and effects of elevator TV advertising were analyzed from various angles through exploratory research, scenario-based surveys, and EEG analysis. The results show that elevator TV advertising enhances consumer awareness and enables effective delivery of advertising messages. Furthermore, this study derives the main factors influencing advertising effectiveness and provides a foundation for advertisers to establish more effective advertising strategies. This research contributes to expanding the literature in related fields by increasing the understanding of elevator TV advertising and empirically verifying its effectiveness. It is also expected to help creators and advertisers of elevator TV advertising develop more effective advertising strategies.

• The Journal of the Convergence on Culture Technology
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• v.10 no.5
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• pp.751-757
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• 2024

This study evaluates the effectiveness of advertising copywriting using the artificial intelligence language model, ChatGPT, and explores its potential applications and limitations within the advertising industry. We established five key research questions and conducted in-depth focus group interviews (FGI) with university students in Busan. The findings reveal that there was no significant preference difference between copies written by ChatGPT and human copywriters. However, ChatGPT's copies were particularly effective in age-targeted advertising but showed limitations in gender targeting and reflecting cultural contexts. Additionally, consumer acceptance of AI copywriting was generally positive, though concerns were raised about the creativity and naturalness of AI-generated copies. This research provides practical insights into how AI can be utilized in advertising content creation and stimulates discussion on the appropriate use of AI technology and ethical considerations within the industry. These results offer important implications for both advertising professionals and the academic community.

• International Journal of Advanced Culture Technology
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• v.8 no.1
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• pp.13-18
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• 2020

Going shopping would be a very reasoned and well-planned activity, however, at the same time, it would not. People may go shopping just for fun and as their leisure. The motivations for going shopping and their experiences cannot be fully explained with the economic utility or the information-processing model. Thus, this study explored the hedonic aspect of the experiences of shopping as an alternative explanation to consumers' motivations of shopping and discussed retail advertising and marketing plans. An in-depth interview was conducted to obtain a better understanding about hedonic value, and it was found that hedonic value affects a consumer's shopping experience and that understanding consumers' motivations for shopping and establishing competitive advertising and marketing plans is important in drawing more consumers. Strategic implications for establishing further retail advertising and marketing plans obtained from the findings were also suggested.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.1-12
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• 2019

The purpose of this study is to find out what type of skip button used in forced exposure advertising is the most positive to the users. The four types of skip buttons were produced for the experiment and tested by survey and eye tracker to reveal the effects of the skip buttons on perceived intrusion, advertising attention, attitude toward advertising, and memory consisting of recall and recognition. Out of 80 participants, 20 were randomly assigned to the specific type of skip button group. The results showed that there is no statistical difference in advertising attention, perceived intrusiveness and attitude toward advertising. However, the recall and recognition rate are the highest in the static text type and kinetic text, product image, and default follow statistically. This study has implications for using skip buttons as a major variable for inventory of TrueView advertising effects and suggests that the amount of information in the image is critical processed by users within very short time.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.18 no.3
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• pp.17-22
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• 2018

This study suggests that 'Will not we use more smartphones while watching TV commercials? Then, will the TV advertising effect decrease due to the distributed concentration?". As a result of the preliminary study, it was confirmed that about 63% of users watching TV commercials use smartphones together. In this study, we propose the possibility of a new mobile advertising service by experimenting and analyzing the effect of high frequency technology based TV advertising linked mobile advertising service. Experimental results show that the response rate of the same content is improved about 9 times as compared with that of the general mobile advertisement when the advertisement of the same content is provided by the TV advertisement interlocking type. It can be confirmed that it is quite effective to provide the same content advertisement to the customers who are in front of the TV at the time of sending the TV advertisement. Therefore, it is expected that various services based on high frequency technology will be activated as a new advertising service that will preserve the effect of TV commercials in the future.

• International Journal of Advanced Culture Technology
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• v.10 no.1
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• pp.196-203
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• 2022

Developing smart cities increasingly relies on metaverse technology. This has become much more apparent in the post-COVID-19 pandemic urban environment. The demand for fast processing of huge amounts of data and the convergence of various media types is essential for keeping city residents well-informed and safe. This paper builds on recent research on metaverse, smart cities, and digital outdoor advertising media. It proposes that "space culture media", which collectively functions by using physical or virtual spatial information, will play a key role in the smart city, functioning as an augmented city. Specifically, this paper deals with significant issues related to the smart city changes created by tecoration, a metaverse urban media space facilitated and enhanced through digital outdoor advertising.