• Journal of the Korean Society of Costume
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• v.52 no.3
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• pp.99-109
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• 2002

The purpose of 7his study was to understand the characteristic of involvement which affect to consumers of fashion market, and at the viewpoint of complex style, this involvement is consists of clothing involvement, advertising involvement and situation involvement, also by verifying the consumers reaction to clothing advertising effect process. It analyzed at last six hundred eighteen women in the age of twenty to thirty yearn old who live in Seoul. SPSS package were used to analyze the gathered data. Frequency, percentage, fator analysis. ANOVA. duncan test, correlation analysis. The results of this study can be summarized as follows : First, The clothing involvement was the highest Involvement of fashion consumers and it showed high correlation among clothing involvement, advertising involvement, situation involvement. Second, Depends on the nature of involvement, involvement group is divided as the most involvement, high involvement, low Involvement and the most lowest involvement groups. Third, Involvement and advertising effect showed highly difference, and the higher involvement group has high perceptive process and memory progress, friendly attitude process, and purchasing intention is high.

• (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 Korea Society of Digital Industry and Information Management
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• v.6 no.2
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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.

• International journal of advanced smart convergence
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• v.10 no.4
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• pp.14-21
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• 2021

The purpose of this study is to investigate the effect of consumers' engagement through SNS sports advertisements on purchase intention through advertising attitudes and product trust for the disabled. In other words, it was intended to investigate how the disabled people's intention to purchase products is formed by acting on various sports product advertisements that are seen during SNS activities. Accordingly, a survey was conducted on 300 people with disabilities participating in sports for the disabled. As a result, it was found that functional engagement had a positive effect on both advertising attitude and product trust, and advertising attitude and product trust had a positive effect on purchase intention. However, emotion engineering and communal engineering were found to have a negative effect on advertising attitudes and not on product trust.

• Textile Coloration and Finishing
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• v.25 no.4
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• pp.337-344
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• 2013

This study aims to understand the advertising recall effect in accordance with color scheme of advertising by subdividing it into brand, picture, color, and style. The results of this study are like following. In the results of the study on advertising recall, first, there were significant differences in picture and color recall. The picture recall was the highest in complementary color scheme while color scheme was shown the highest in single and complementary color schemes. Regarding the advertising recall in accordance with subscription time of fashion magazines, second, the advertising recall can be different in accordance with subscription time of magazine, major, purchase experience, and interest. In case of picture advertising recall depending on major, third, majors highly recognized complementary color scheme in picture recall and also similar color scheme in color recall. Regarding the advertising recall depending on experience in purchasing magazines, purchasers highly recognized complementary color scheme in picture recall and also tone-in-tone color scheme in color recall. In case of the advertising recall in accordance with interest in fashion advertising, the group with interest highly recognized complementary color scheme in picture recall and also similar color scheme in color recall.

• Korea Journal of Hospital Management
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• v.24 no.1
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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.

• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.339-356
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• 2017

So far, there have been studies to verify the effectiveness of creative advertising contents, but there have been few studies explaining why creative advertisement contents are effective in consumer cognitive processes. The purpose of this study is to examine the effect of creativity of ad contents on desire to postpone cognitive closure and ad attitude. Furthermore, the cause of the advertising effect of the creative advertisement contents was set as disfluency and the relationship between the related variables was verified. Research has shown that creative advertising does not directly produce positive advertising attitudes, but it also forms ad attitudes through mediating effects of disfluency. In addition, it was found that disfluency mediated the desire to postpone cognitive closure in creative advertising. In summary, this study finds that the disfluency of advertising is an important variable for enhancing the advertising effect of creative advertisement. This study verified the advertising effect of creative advertisement by connecting it with consumers' cognitive variables.

• Journal of the Korean Operations Research and Management Science Society
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• v.34 no.2
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• pp.91-100
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• 2009

"How does advertising affect sales?" is the fundamental issue of modern advertising research. There is an interesting issue for estimating carryover effects of advertising on sales, and the aggregated data biases exist in the duration of advertising effect. This research suggests an extended model of Koyck Model which is employed for micro-data (Koyck 1954) to estimate aggregated advertising data, and empirically shows the aggregated data bias. Our developed model with the aggregated level of actual advertising data is more appropriate than the basic Koyck model for micro-data. The result figures out that it is important to consider the disaggregated data level in the analysis of dynamic effects of adverting such as carryover effects.

• Journal of Korea Multimedia Society
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• v.25 no.1
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• pp.103-113
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• 2022

Based on the information framework and regulatory focus theory, this paper verifies the impact on the advertising effect when the matching effect forms between the video advertising content type (Information Type, Entertainment Type) and the information framework (Promotional, Prevention) and the regulatory focus (Promotion Orientation, Prevention Orientation) in social media. In order to verify, after selecting of the experimental subjects and finishing the prior investigation of the experimental operation, four video advertisements and formal experiments were performed. The experimental results showed that first, the content type affects the advertising effect of the video and the information framework; when the information video matches the preventive information framework, it will have a more obvious positive effect on the advertising effect; when the entertainment video matches the promotion information framework, it will have a more obvious positive effect on the advertising effect. Second, with the two matches of video content type and information framework, the entertainment-oriented video has a more obvious positive effect for the information-oriented video audience; the above results enrich user created content research and improve the quality and communication efficiency of video in social media.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.17-32
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• 2022

This study aimed to examine the effect of ad attributes on engagement, the mediating effect of engagement on the relationship between ad attributes and advertising effectiveness (attitudes toward ads, continuous intention to search, and e-WOM intention), and the differences in advertising effectiveness at different levels (low vs. high) of curiosity toward fashion video ads in the online context. For this purpose, a total of 408 responses were collected from consumers who were aged 20-40 years and had viewed fashion video ads via PC/mobile channels in the preceding six months. The results showed that three advertising attributes, namely informativeness, entertainment, and personalization, were significant predictors of engagement. Additionally, engagement had a significant mediating effect on the relationship between entertainment and ad effectiveness. Moreover, both informativeness and entertainment had a significant direct effect on the behavioral intention to search and engage in e-WOM. At the high-curiosity level, engagement had a significant influence on ad attitudes and e-WOM intention. In contrast, at the low-curiosity level, entertainment had a significant influence on e-WOM intention and continuous intention to search. These findings are meaningful in that they extend the advertising attitude model to fashion video ads in the online context.