• Journal of the Korean Graphic Arts Communication Society
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• v.29 no.3
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• pp.65-76
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• 2011

This research attempts to analyze communication effect of book-trailer as the promotion tool for book from various genre. For this research, existing book-trailers were classified into five types and prospective readers were selected as respondents for this research. Letter explanation type, Interview, cinematic production, stills and straplines, and animation were major type of book-trailer. Findings are 1) communication effect are different according to the type of book-trailers; 2) cinematic production and animation are the most effective type of book-trailers; 3) for memory and confirmation(sharing), a)stills and straplines, interview type, b) cinematic production and animation are founded as similar groups creating communication effect. Result of this research proposed the direction of production and practical use of book-trailer by scientific basis for publication marketer and book-trailer producer. ANOVA was used for analysis of hypothesis; measuring communication effect according to the type of book-trailer and sexuality.

• Design Convergence Study
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• v.14 no.2
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• pp.67-87
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• 2015

With the development of cultural industries and technology, digital video marketing has grown immensely and 'Book Trailer' are now one of the main methods of promoting a title in publishing industry. The demands are growing, but the development lacks basic theoretical foundation and systematic structure. At this crucial moment, basic theoretical research on Book Trailer is necessary to establish a solid foundation for the medium to expand. In this study, I have focused on defining the basic concepts of Book Trailers and analyzing the classification of Book Trailers. In sorting the type of Book Trailers, content and formal appearance were used as standards. As a result, I was able to classify the content genre into message type, conflict type, character type using the elements of story. The formal appearance genre was classified into still photography type, motion typography type, interview type, story movie type and animation type.

• Journal of the Korean Society for Library and Information Science
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• v.54 no.4
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• pp.83-105
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• 2020

The study explored the extent of the effect of content book trailer services among the specialized services of the library using the latest technology. The AIDMA&AISAS model was employed to measure the seven reactions of user behavior: Attention, Interest, Search, Desire, Memory, Action, and Share. A total of 287 responses were analyzed by conducting surveys with users who had experienced book trailer services at 13 public libraries located in Incheon. The study found that there were significant differences in user behavioral reactions in all of the content genre, including message, conflict, and character, and in particular, the character genre had the highest effects, followed by conflict and message genres. However, the post-hoc test indicated that there was no significant difference between the genres of conflict and character in terms of interest, search, and user satisfaction. The present study suggests theoretical implications by assessing and confirming the effects of book trailer services of the content genre on the reactions of user behavior compared with previous studies that measured the effects of the book trailer services of the form genre, and further practical implications for effective book trailer services.

• Asia Marketing Journal
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• v.18 no.2
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• pp.45-61
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• 2016

Book adaptation has been considered an effective strategy in filmmaking. This paper examines the relationship between the box office sales and the performance of its original book focusing on category extension, especially investigating reciprocal spillover effect from a movie to the book. With empirical data, two-way causality between performance of the extension brand (i.e., movies) and that of the parent brand (i.e., books) was examined to test the existence of reciprocal spillover effect. In addition, a linear model was used to test the moderating roles of extension characteristics. The results revealed that the higher the movie's box office sales, the higher the original book's sales after movie's release. The authors also found moderation effects such that if the book has high level of brand awareness prior to movie's release, or if there is a movie tie-in version, or when the book is mentioned in movie trailer, or if the movie is released shortly after the book's publication, then the strength of spillover effect is superior. The current empirical investigation is meaningful considering it provides implications to both buyers and sellers of the extension rights, contributing to the literature of reciprocal spillover effects in category extension.

• Journal of the Korean Society for Library and Information Science
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• v.50 no.1
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• pp.5-23
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• 2016

It has been shown that in the modern society, teenagers do not read a lot of books. As basic research in order to attract teenagers to reading activities, the effectiveness of booktrailers in affecting reading motivation of teenagers has been studied. As such, 121 middle school and high school students were surveyed with respect to their (1) basic awareness of reading and booktrailers, (2) awareness thereof after watching booktrailers, and (3) reader behaviour reaction applied to AIDMA & AISAS sub-elements. Results show booktrailers to be much more effective in reading motivation than printed media such as book reviews. The preferred booktrailer type is the storyline type. The preferred elements of booktrailers are the storyline, background music, video effects, with their preference in descending order. Also, in terms of the reader behaviour reaction of the teenagers, very positive responses appear across all areas including attention and interest in the book, memories of the book, desire to read the book, search for information, and production of booktrailers. These results indicate that booktrailers can be utilized very effectively in providing reading motivation and in reading expression activities.

• Journal of the Korean Society for Library and Information Science
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• v.49 no.3
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• pp.15-36
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• 2015

This research aims at executing a after reading activity using book trailers for the teenagers, and verifying its effects. For the investigation into its effectiveness, 6 classes on the first grade in a middle school were divided into 3 classes of an experimental group (104 students) and the other 3 classes of a comparative group (100 students), and a preliminary and a post test were conducted using the measurement tool on creativity and reading attitudes. As the result, the creativity, reading attitudes and understanding of the selected books of the experimental group were found to be better than those of the comparative group.