• 한국병원경영학회지
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• 제24권1호
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• pp.77-80
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• 2019

The medical advertising review system which was revised and implemented on September 28, 2018, was revived. In this paper, we examine the implications of social ethics and public value of advertising under 4 perspectives of advertising, present the direction of future medical advertising, and suggest the meaning and expected effect of the preliminary medical advertising review system.

• Journal of Information Technology Applications and Management
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• 제19권4호
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• pp.115-135
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• 2012

Currently, smart signage as a new kind of advertisement media has been widely used and has had a significant effect on consumers. In this study, we examine the impact on the attitude towards smart signage advertisement based on the Ducoffe's Web advertisement model. In particular, we investigate how the advertising factors (interaction, informativeness, irritation, and entertainment) as well as the contextual factors (localization, immediacy, and personalization) have effects on the value and attitude towards smart signage advertisement. Furthermore, we examine the moderating effect of individual defensive propensity on the relationship between affecting factors and the advertising value. By analyzing 192 samples from undergraduates, we found that four out of seven factors have significant effects on the value towards smart signage. More specifically, for advertising factors, informativeness and irritation have positive effects on the advertising value. For contextual factors, on the other hand, localization and entertainment have positive effects on the value towards smart signage. Besides, we discovered that the defensive propensity moderate the relationship between localization and the advertising value.

• 경영과학
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• 제31권4호
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• pp.15-28
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• 2014

The present study examined the effects of self-construal and message orientation on value advocacy advertising. An experiment of college students was conducted to investigate relationship between the attitude toward advocacy advertisements and the purchase intention. The results showed that people with interdependent self-construal have more positive attitude toward the advocacy advertisements than people with independent self-construal. The interaction effects between self-construal and message orientation on the value advocacy advertisements were not found significant. However, it was found that even people with independent self-construal showed more positive attitude toward the advocacy advertisement with others-orientation messages than the advertisement with self-orientation messages in value advocacy advertising. Based on the findings, theoretical and managerial implications for value advocacy advertising were discussed.

• 디지털산업정보학회논문지
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• 제6권2호
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• pp.209-224
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• 2010

This study is focus on consumer innovativeness. The purpose of this study is to explore variable that affect users' perceived value of mobile advertising and actual response intension to analyze relationship among variables. We built research new model based on the Technology Acceptance Model(TAM) and the Ducoffe's model(1996). The result of this study can be summarized as below. First, consumer innovativeness had a positive effect on convenience, the entertaining element and informativeness. Second, credibility and convenience had a positive effect on mobile advertising value. Third, Mobile advertising value had a positive effect on actual response intention to mobile advertising. As shown in the result of this study, the relation between perceived value of mobile advertising and actual response intention, depending on innovativeness in accordance with mobile advertising characters elements.

• 지능정보연구
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• 제19권3호
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• pp.73-91
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• 2013

스마트폰 광고시장의 급격한 성장으로 그간 광고태도연구에서 주요한 요인으로 고려되었던, 재미(Entertainment), 정보(Information), 짜증(Irritation)과 같은 일반적으로 광고가치에 영향을 주는 요인 외에 스마트폰의 특성에 의해 발생하는 상황인지가치(Context Awareness Value)에 대한 관심이 높아지고 있다. 그간 상황인지가치에 영향을 주는 요인을 찾기 위해 주로 위치(Location)를 중심으로 연구되어 왔는데, 스마트폰을 통해 발생하는 상황인지가치는 위치 이외에도 다양하다고 할 수 있다. 즉, 무선인터넷기술의 활용을 통한 SNS 활용, 유심카드를 이용한 개인 확인, 다양한 앱의 활용 등의 변화는 기존의 모바일기기에서 제공하는 기능들의 활용이 더욱 중요해지고 있고, 이로 인해 발생하는 다양한 상황인지가치의 요인이 존재한다고 할 수 있다. 따라서, 본 연구는 이동통신시장의 광고채널이 스마트폰으로 전환되면서 발생하는 상황인지가치의 영향을 고려한 분석을 실시하여, 이전 연구에서 고려되지 못했던 최근 광고시장 상황이 반영된 연구결과가 도출되었다고 할 수 있다. 분석결과에 따르면, 이전의 광고태도 연구에서 주요한 요인이라고 여겨졌던 재미와 짜증은 영향은 적어지고, 여전히 정보가 미치는 영향은 크게 작용되고 있어 이는 현재의 정보화시대에서 정보의 중요성 및 영향력에 대한 이해와 분석도 여전히 필요하다고 할 수 있다 스마트폰으로 인한 광고시장변화에 따라 활동(Activity), 시기(Timing), 위치(Location) 등과 같은 상황인지가치가 광고태도에 긍정적인 영향을 미친다는 점을 확인하였으며, 신원은 영향이 없음으로 나타났다. 또한 광고가치와 상황인지가치는 스마트폰 광고태도에 유의한 영향이 있음으로 나타났다. 본 연구결과는 스마트폰광고 시 이용자가 원하는 정보를 이용자의 상황에 최적화시켜 스마트폰 광고를 실시하여야만, 광고효과를 극대화 할 수 있다는 점을 시사한다.

• Journal of Information Technology Applications and Management
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• 제20권2호
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• pp.89-107
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• 2013

Recently, the majority of leading companies has a strong interest in SNS advertisement. Therefore, the purpose of this study was to classify lifestyle of SNS adopters in order to support establishing companies' SNS advertising strategy. According to the analysis, (1) SNS advertisement's attributes (Entertainment, Irritation and Credibility) are affecting the Advertising Value, similar to a Mobile advertisement, and (2) Major SNS advertisement's Advertising Value depends on the lifestyle. The results show that : (1) self-express lifestyle is affected by Irritation, and that (2) information collected lifestyle is affected by Entertainment.

• 대한가정학회지
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• 제44권1호
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• pp.159-168
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• 2006

The purpose of this study was to analyse the types of expression of fashion magazine advertising using the Foote, Cone and Belding(FCB) GRID model. Consequently, this study examined the presentation of fashion magazine advertising. The fashion magazine advertising(771 cases in women's magazines, 120 cases in men's magazines) was classified according to the FCB GRID model. The fashion magazine advertising was categorized into high involvement-feeling goods(jewelry, accessories, bags, shoes, perfumes, men and women dresses, jeans, bathing suits etc.), low involvement-feeling goods(casual wears, imitation accessories etc.), high involvement-thinking goods(cosmetics, underwears, sports shoes etc.) and low involvement-thinking goods(hair goods, sports wears, undergarments etc.). A great of the fashion advertising consisted of photography and the emotional approach. Thinking goods placed emphasis on the functional value, whereas high involvement-feeling goods placed emphasis on the emotional value and low involvement-feeling goods on the fashionable value.

• Asian Journal of Business Environment
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• 제4권1호
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• pp.15-23
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• 2014

Purpose - In this study, we inspected the effects of public-service advertising (PSA) and commercial advertisements on consumers' social and emotional values. Specifically, we include source credibility on advertising models as a mediating variable to compare the path difference between the social and emotional value of consumers, and to test the appropriateness of advertising expenses. Research design, data, and methodology - A total of 219 copies of effective questionnaires were used and methodologies such as Cronbach's alpha, paired samples t-test, and structural equation modeling (SEM) were conducted. Results - The results showed that the consumer model was effective at PSA, while celebrities and CEOs were effective at commercial advertising. Further, only credibility (among source credibility) made a significant difference in the test of PSA models of both PSA and commercial advertising that consumers preferred. Conclusions - The advertising model types varied depending on advertising types (for example, PSA and commercial advertising). Therefore, celebrities and CEOs appearing in commercial advertising should have no ethical or moral defect by self-control, and marketers should elect the model considering such a fact.

• International Journal of Advanced Culture Technology
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• 제8권1호
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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.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제10권10호
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• pp.4997-5013
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• 2016

This paper proposes and then verifies a model that can be used to forecast the effects of behavior on mobile advertising based on the Technology Acceptance Model (TAM) and Web Advertising Effect. The objective of this research is to probe the relationship between the cause and effect of the entertainment, informativeness, usefulness, capacity to accommodate smart-environment technologies, Hedonic Adaptation Model (HAM), etc. that mobile advertisements provide, as well as the attitudes toward advertisements in general. In order to accomplish this goal, the research was verified using Structural Equation Modeling (SEM), and the results are as follows. First, the informativeness of mobile advertising has a positive effect on the recognized ease of use. Second, the entertainment and informativeness of mobile advertising has positive effects on the recognized usefulness. Third, the recognized ease of use has a positive effect on the recognized usefulness. Fourth, the informativeness of mobile advertising causes a positive effect on smart-environment technologies. Fifth, the entertainment and informativeness of mobile advertising cause positive effects on the HAM. Sixth, smart-environment technologies cause positive effects on the HAM. Seventh, the recognized usefulness causes a positive effect on the value of mobile advertising and the intention of use. Eighth, the HAM has a positive effect on the value of mobile advertising and the general attitudes toward it. Ninth, the value of mobile advertising has a positive effect on the attitudes toward advertising. Tenth, the attitudes toward mobile advertising have a positive effect on the intention of use.