• Journal of Digital Convergence
• /
• v.12 no.5
• /
• pp.13-24
• /
• 2014

This study is the first model to apply the concept of media engagement to a political campaign by which the voters' mind toward the supporting political candidates, are read. Thus it provides the theoretical and practical implications to the political campaign, and eventually contributes to the development of democracy. For these objectives, the total of 729 people who have the right to vote were telephone surveyed using the peoplemeter, CATI program in the 18th Presidential Election (12 areas including Seoul) of Dec. 19th 2012, and Re and By-election of April 24th 2013. Research question is to examine how the 5 attributes of the media engagement (interest, immersion, relevance, satisfaction and participation), play a role as the moderating variables in cross-correlation, socio-economic status and media properties. The result shows that of the five properties of media engagement, the relevant factor is the important parameter of mediating variable to the causal relationship. The media usage (TV, SNS, print media), socio-economic status (gender, age, income, marriage and area), involvement and the Presidential Election, and Re and By-election are also effective in the five attributes of media engagement. These results suggest that the a study model can measure the campaign effectiveness. This study will contribute significantly to the development of politics, election, media, advertising, and public relations area as well as to promote interdisciplinary research.

• Archives of design research
• /
• v.18 no.2 s.60
• /
• pp.111-122
• /
• 2005

Public Service Advertising(PSA) is the integrated marketing concept including strategy and technology in all its aspects that pursue the changes of community to seek an agreement of its members by the intentional and the target oriented way. PSA to the exclusion of commercial intention reflects the current social flow and subject since it is focused to the social issue. PSA plays an important role in creating the further cultural value, and also affects present cultural value to advertising message. In this aspect, this study is very valuable to design the plan for further effective management of advertisement and to analyze communication strategy of PSA. This study is to make dear the nature of PSA by the analysis of contents of visual image and linguistics' factors in actual produced and broadcasted TV advertising, called 'Protection of environment' In the results, PSA related the environment is working to linguistic-centered persuading message corresponding to visual factor, this intends to educate and instruct the consumers in 1980's. PSA, therefore, shows a non-description nature without story line and a hero(heroin) on it. In contrast, after 1990's, PSA was made up image-centered and maximized the effectiveness public campaign through the activating consumer's judgement and intervention. We are able to know that it contributes to considering and persuading the consumer to suggest the story format through the visual way to deliver the message. This study of relationship between visual image and linguistics is a common trend appeared in all media including today's advertising, and may be a remarkable result to present proper direction of PSA campaign.

• Strategy21
• /
• s.37
• /
• pp.5-31
• /
• 2015

The Republic of Korean Navy (ROKN) started from scratch. However, ROKN demonstrated its Blue Navy capabilities successfully to the entire world by conducting "Operation Early Dawn" at the Aden Bay, Yemen in Jan 2011. On the event of the 70th anniversary of the ROKN, I would like to retrospect past gleaning from voyages and challenges we had in the past. At the very inception of the ROKN, Korean government as well as senior military leaders recognized that it had no time to spare to clean up military those were insinuated deeply by communist agents. It was the top priority of the government. The Mongumpo Operation which was not well known, conducted by ROKN was one of the clean-up drive. The Korean War sometimes called as "a fire from land put-off at the sea". The world famous "Incheon Landing" which reversed war situation from the Nakdong Perimeter also done by Sea Power. ROKN conducted various maritime operations including not only Incheon Landing, but amphibious operation at Hungnam, mine sweeping, sea convoy, Wonsan Withdrawal. On the same day of the Korean War started, 25th June 1950, unless the victory of the ROKNS Baekdusan (PC 701) at the Korean Strait, the waning lamp light of Korea could not be rekindled by the participation of the U.N. The ROKN rescued the 17th regiment of Korean Army from the isolation at the Ongjin Peninsular and transported gold and silver bars stored at the Bank of Korea to the Navy supply deposit in Jinhae safely. ROKN special intelligence unit conducted critical HUMINT which led Incheon Landing success. One of important mission ROKN conducted successfully was not only transporting war fighting materials but also U.S. provided grains to starving Koreans. ROKN participated Vietnam campaign from 1960s and conducted numerous maritime transportation operations supplying materials to Vietnam military forces along the long coastal lines. Experienced Naval Officers and enlisted men who discharged and acquired as merchant marine certificate supported most of the U.S. sea lift operations throughout the Vietnam campaign. ROK-US Combined Forces which had been honed and improved its war fighting capabilities through the Korean War and out of Vietnam jungle playing key deterrent against threat from north Korea. However, those threat level will be completely different when north Korea finish its nuclear weapon ambition. In order to stand firm against north Korean nuclear threat, I would like to expect strong political leadership supporting nuclear submarine for ROKN.

• CRM연구
• /
• v.3 no.1
• /
• pp.19-28
• /
• 2010

Recently, teenagers show big purchasing power in retail industry. Online shopping malls re also in similar situation. Therefore online shopping mall companies want to manage teenager customers properly. This study is about understanding current status of teenager customers in online shopping mall industry and deriving strategy for management of teenager customers based on the status. Successful CRM for teenager customers can be achieved by building a segmentation of customers along with their behaviors and needs. Each segment should be managed by proper communication plan which is differentiated in accordance with segment characteristics.

• Journal of Distribution Science
• /
• v.18 no.11
• /
• pp.23-30
• /
• 2020

Purpose: Increased awareness of the environment is essential, since the general health of people and the global economy is largely dependent on the health of the environment. The purpose of this study is to increase customer awareness and also to ensure that businesses enlighten their customers on how to act in an environmentally friendly manner, which can be done, for instance, through associations. Research design, data and methodology: Scant research is available regarding what elements of marketing strategy should be applied in an environmental plan to increase customer awareness. For this reason, this study suggests a specific marketing policy that conveys several strategies for practitioners who focus on successful environmental plans for their organizations. Results: The prior literature suggests that public education, mass media, campaign publications, and electronic networking, which are becoming more common today, can be used as platforms for conveying environmental messages that will increase environmental awareness among customers. Conclusions: Organizations can use health and safety training to ensure that customers are aware of the environment. Training programs by companies that point more to the environment can make customers aware of the environment and help them adopt activities that show respect to the environment.

• The Journal of the Korea Contents Association
• /
• v.22 no.3
• /
• pp.361-368
• /
• 2022

According to the lack of specific research on small business, this study analyzed the effects of a limited edition marketing strategy in a small business, whereas many previous studies focused only on large businesses. The test was performed by releasing and selling a limited edition (LE) product of a small brand with annual sales of about $10,000, for a limited time (one week), alongside social network advertising on Instagram. As this strategy resulted in a 10 times increase in sales from the previous year, the author concluded that a limited edition marketing campaign can significantly improve brand awareness and increase sales in a small independent business as well as larger businesses.

• International Journal of Internet, Broadcasting and Communication
• /
• v.9 no.1
• /
• pp.51-55
• /
• 2017

LINE, an instant message App with a powerful capability of transmitting various forms of data, has been overwhelmed in Asia since launched in 2011. Due to its popularity, LINE was first used in the 2016 Taiwanese presidential election. This research utilized a functional approach of campaign communication discourse and political visual images to analyze how candidates managed and presented themselves by textual and visual information on LINE. Regarding the textual information, results revealed their strategy inclined to reverse gender stereotype because the female candidate emphasized policy over character, while the male emphasized character over policy. Both candidates did not fully employ ten image functions because they utilized mostly the emotional and image building functions. The female candidate message achieved the largest total amount of 'like' and 'share'. This study probes into the App campaigning and improve the feasibility and practicability to share knowledge of political communication by new media.

• Asia Marketing Journal
• /
• v.19 no.2
• /
• pp.25-43
• /
• 2017

This paper addresses the central issue of whether it is effective for a firm to discourage the purchase of its own product in order to support a social cause. The objectives of this study were: a) to examine whether a cause-related self-prevention ad would stimulate more positive evaluations compared to promotional ad, particularly when the product category is more negatively socially accepted; and 2) to determine if a negative attitude toward the product could induce a boomerang effect of a selfprevention ad. Results from three experiments revealed that socially responsible prevention campaigns against firm's own product may be more effective for the product category negatively associated with social concerns or welfare. If products are more limited in the social context, communications of product prevention are beneficial to improve the public image of the brand. However, the self-hurting approach may be inappropriate for potential customers who currently possess a strong negative attitude toward the product.

• Asian Journal for Public Opinion Research
• /
• v.11 no.2
• /
• pp.107-144
• /
• 2023

In competitive political contexts, sustaining power is the ultimate goal for political parties. Nominating celebrity politicians can be a double-edged sword for parent brands in attracting votes and influencing voting intention. This study contributes to the moderating role of brand affinity towards celebrity politicians. It considers celebrities' cognitive perceived benefits and voting intention relationship in a multiparty parliamentarian election. A cross-sectional survey with a stratified proportional random sampling technique in fifteen Lebanese districts ensured a representative sample. One thousand two hundred sixty-nine responses were found eligible for analysis. Findings indicate that brand affinity positively moderates the negative relationship between perceived benefits and voting intention. This study offers a new understanding of celebrity politicians' implementation strategy and campaign management and considers the contribution of the affective intelligence theory. It provides implications, limitations, and promising directions for future research on celebrity politicians.

• Korean Security Journal
• /
• no.16
• /
• pp.137-159
• /
• 2008

In the 21st century, the Information Revolution caused unpredictable kinds of complications. Human society conducts a tactical network war like Swarming. Network war simultaneously consists of merits such as global monitoring and anti-dictatorship campaign, and violent demerits like terrorism. It has been becoming a generalization of terrorism of the present time to build a brotherhood and ideology to commit terrorism. This is considered as new terrorism, a form of network war. Theses days, terror organizations including Al Qaeda establish a brotherly network to commit terrorism when and where they want. New terrorism is a novel form that harms unspecified individuals. In fact, many countries have been experiencing damage from new terrorism. It is becoming an urgent issue to every country to prepare a suitable plan that cope with new terrorism. This dissertation provides defense strategy in macro and micro aspect as a responding scheme to new terrorism.