• The Journal of the Korea Contents Association
• /
• v.14 no.10
• /
• pp.697-705
• /
• 2014

Recently, university advertising was increasing with the educational circumstance changes. This study purposed to find out the effect of university ads satisfaction on enrolled students's university loyalty as an internal customer's loyalty not on existing external customer's perspectives. And we want to see more about the mediation effect of perceived image of the student and expected image of the student's relatives. Through the research model design and survey on students, we analysed proposed path hypotheses using the covariance structural equation analysis method with AMOS7.0 tool. As research results, all the hypotheses are accepted. University ads satisfaction was influenced to the perceived image and expected image, and finally to the university loyalty of the student. So, it is need to expand the university advertising coverage to the internal customer of enrolled students and his relatives.

• Archives of design research
• /
• v.15 no.2
• /
• pp.101-114
• /
• 2002

On the threshold of year 2000, the elderly account for more than 7% of the whole population in Korea, which means that the nation is greeting welcoming an aging society. Accordingly, it is expected that silver businesses and services targeted at the silver generation will prosper with "silver advertising design" becoming active. Under such circumstances, this study was aimed at reviewing the recent silver marketing advertisements in terms of their cultural and moral implications, and thereby, redefining and reestablishing the status of silver consumers to help them find their identity, aware of marketing activities and therewith, establish their "consumer sovereignty". This study consists in large of 5 chapters. The introduction parr describes background, purpose, method and scope of the study. The first chapter reviews the silver marketing theories. The second chapter classifies the silver marketing advertisement positioning of four style - upper classes style, effloresce progress style, self- sufficiency style, dependent style - and reviews the expression strategy of each positioning. The third chapter examines the domestic conditions of silver marketing advertisements for each positioning type classified. The fourth chapter designs the ′creative′of silver marketing advertisements and suggests the methods thereof. The analysis of ′creative′was tested in terms of graphic gestaltung, and how the sliver marketing advertisement positioning should be discerned depending on silver generation consumer′s characteristics was discussed. The fifth chapter puts forwards the suggestions for the ′creative′ strategies to enhance the effects of the silver marketing advertisements, based on the preceding discussions. In addition, the Perspective into the keyword of 21 st century or "silver design" is discussed, together with the limitations of this study. It is hoped that this stuffy will be conducive to our efforts to face the upcoming′age\ulcorner society′more effectively. To this end, this study discusses the "silver advertising design" in light of ′societal concepts′and ′customer-oriented value′, and thus, explores some creative presentation strategies whereby individual companies interests and social or public interests can be compromised through ′creative activities′ and ′equal-value consumerism′ for an ultimately effective management strategies for silver businesses and services.

• The Journal of the Korea Contents Association
• /
• v.11 no.3
• /
• pp.403-417
• /
• 2011

The purpose of this research is to specifically verify the influence of empowerment factors of employees working at an advertising agency on job satisfaction, organizational commitment and turnover intention to suggest useful data for advertising agencies' efficient management of human resources. First, this study proved that as the importance of meaning and self-determination among the subordinate infrastructure factors of empowerment is emphasized, job satisfaction, and organizational commitment are increased. If the importance of competence and impact factors is emphasized, job satisfaction is increased. Second, as the importance of job satisfaction and organizational commitment is emphasized, turnover intention is decreased. Third, as the importance of the meaning factor among the empowerment's factors such as meaning, competence, self-determination, and impact, is emphasized, turnover intention is decreased. The result implies that the executives of an advertising agency should try to increase the influence of empowerment on reducing turnover intention by enhancing job satisfaction and organizational commitment.

• The Journal of the Institute of Internet, Broadcasting and Communication
• /
• v.20 no.4
• /
• pp.155-164
• /
• 2020

This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.

• Journal of Convergence for Information Technology
• /
• v.12 no.4
• /
• pp.278-285
• /
• 2022

This study presence in VR advertising into three types presence. Further, through an experiment, the study empirically verifies the kind of recalled information depending on the flow which forms users' attitudes towards the content. The experiment was conducted with a factor design between 3X2 subjects. Hyundai Motor's Ioniq VR video was conducted, and a questionnaire of 143 subjects was used for the study. The results revealed that positive attitudes were formed towards the advertisement used in the experiment when the level of emotional presence was the highest. In addition, higher flow levels established positive attitudes towards the advertisement. and Cognitive presence's effects on memory, ARM such as product-attribute information was found to increase when the flow level is high; however, GRM such as overall product evaluation was found to increase when the flow level is low.

• Journal of Convergence for Information Technology
• /
• v.12 no.2
• /
• pp.198-205
• /
• 2022

The purpose of this study is to understand the influence of beauty commercial advertising by gender based on information on beauty trends among men and women in their 20s and to confirm the effectiveness of beauty advertising as a marketing tool. To this end, a survey was conducted on men and women in their 20s who are most interested in appearance and use SNS. Women chose YouTube as the most accessible, reliable, and informative ads, while men chose Instagram, TV, and YouTube respectively, and found that YouTube ads were the most influential for women in their 20s and Instagram ads for men in their 20s. These results can be used to build new strategies in the service and marketing sectors of the future beauty market.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.6
• /
• pp.1073-1080
• /
• 2023

This study aims to explore the psychological factors influencing the persuasive effect of virtual influencers, with a specific focus on the impact of social exclusion. Additionally, it examines the mediating effect of parasocial relationships on advertising effectiveness. To achieve these goals, the study conducted an experiment using a 2 (influencer type: human vs. virtual human) × 2 (social exclusion: social exclusion vs. social acceptance) between-group factorial design. The results revealed that consumers who experienced social exclusion exhibited more positive attitudes toward the influencer and the product, higher intentions to purchase the product, and a greater willingness to share or recommend it, especially when the influencer was a real human (vs. a virtual influencer). These moderating effects were found to be mediated by parasocial relationships.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.16 no.11
• /
• pp.7310-7320
• /
• 2015

The purpose of this study is to examine the factors influencing usage intention of Location-Based Advertising (LBA) and moderating effects of gender. This model tests various theoretical research hypotheses relating to LBA, service and individual characteristics, and Technology Acceptance Model (TAM). The target population of this study was LBA users. The results of hypothesis testing are as follows. First, personalization and ubiquity positively influence attitudes toward LBA and irritation negatively influence attitudes toward LBA. Second, coupon proneness and flow experience positively influence attitudes toward LBA. Finally, personalization and ubiquity to attitudes toward LBA for females are significantly larger than those for males. And coupon proneness and flow experience to attitude for males are significantly larger than those for females. The results of this study will provide various implications to improve usage intention of LBA.

• Journal of the Korea Convergence Society
• /
• v.10 no.11
• /
• pp.411-417
• /
• 2019

The Korea Convergence Society. The main purpose of this study is to analyze and categorize Art Infusion, and to examine the effects of consumers' advertising on attitude and memory information. As a result, first, there were no statistical differences according to the type of recall according to the way of using famous paintings. However, the product diagnosis and advertisement diagnosticity according to the way of using the famous paintings showed positive evaluation in the reinterpreted famous paintings. Second, in the case of recalls according to the frequency of exposure to famous paintings, the exposure of famous painting advertisements was higher than that of the highly exposed painting advertisements. Third, when comparing the interaction effect on the recall of advertisements, the high-exposure advertisements reinterpreted by the camera showed the highest recall. The results of this study are expected to contribute to strategic measures that can positively change consumer memory and attitudes according to the way of using famous paintings.

• Journal of Korea Entertainment Industry Association
• /
• v.15 no.3
• /
• pp.243-250
• /
• 2021

The purpose of this study is to discuss the implicit meaning of advertising content with highly persuasive language formats from a communication perspective and its interpretation process in relation to communication education, while simultaneously developing interpretative codes for media literacy education in modern society. For a successful discussion, I assumed the narrative content of advertising content that implements a special purpose as a general conversational act, and raised the issue anew that regularity exists for implicit semantic expressions. It also said that in order for media literacy education in the present society to proceed correctly, linguistic interpretations of implicit meaning cannot be guided as a principle of communication in prior research. As a solution, we confirm that socio-cultural sharing knowledge and recognition are essential interpretation codes. For further discussion, the analysis of advertising media languages with special purposes in terms of language usage was conducted to verify the process of interpreting the implicit meaning shown in them. After analyzing the implicit advertising language that I arbitrarily typified, I found that the linguistic meaning implicit with the intention of persuading the speaker can be provided mostly as media literacy education as a framework for analysis by various information and cognitive effects. In other words, acceptors should not perform only literal interpretations in the process of interpreting the implicit meaning inherent in the media language. If guided by including native language materials and background knowledge, socio-cultural customs, and general common knowledge, efficient media literacy education can be expected.