• Journal of Distribution Science
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• v.8 no.3
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• pp.49-56
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• 2010

At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.

• Journal of the Korean Society of Food Science and Nutrition
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• v.40 no.11
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• pp.1604-1611
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• 2011

In this study we assessed the effects of gamma irradiation (50 kGy) on cookies to which was added various concentrations (1%, 3%, 5%, 7%) of hot water extract from seamustad (Undaria pinnatifida) sporophylls (WEUS) for future industry use. The pH of the dough went down significantly with the addition of WEUS. However, density was not related to that. The spread ratio of the cookies increased significantly as more WEUS was added to the cookie recipe, and cookies containing gamma-irradiated extract were taller than non-irradiated cookies with the same concentration. The loss rate of cookies was the same between control and experiment groups. On the other hand, the leavening rate significantly increased upon the addition of WEUS, and gamma-irradiated cookies were higher than non-irradiated cookies in the same concentration. The L value of cookies was much reduced with higher WEUS content, but the b value showed no significant differences between the control and experiment groups. The a value showed no significant difference for non-irradiated groups, but did for gamma-irradiated groups. Upon the addition of WEUS, hardness was shown to be higher than the control. The antioxidant activity, DPPH radical scavenging, was significantly higher with the control cookies, and upon the addition of WEUS, the gamma-irradiated cookies had higher antioxidant effects than non-irradiated cookies. The sensory evaluation showed that cookies made with WEUS have a positive impact in color, smell, taste, texture, and overall acceptability, but the sensory evaluation worsened with a lot of WEUS. The results of acceptability were higher in cookies with 3% the non-irradiated group and 1% the gamma-irradiated group. These results suggest that the 1% gamma-irradiated group was in the best condition to use in the industry since just a little of it makes exceptional quality, sensory properties, and functionality.

• Journal of the Korean Society of Food Science and Nutrition
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• v.42 no.2
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• pp.234-243
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• 2013

The aim of this study was to evaluate the quality characteristics and antioxidative properties of cookies supplemented with mulberry pomace (0%, 4%, 8%, 12%). The bulk density, spread ratio, and leavening rate of cookies decreased with increasing amounts of mulberry pomace. The lightness and b value (of the Hunter color system) decreased based on the amount of mulberry pomace. The pH of cookies decreased (acidity increased) with increasing mulberry pomace. The soluble solid content increased according to the amount of added mulberry pomace, but the amount of reducing sugars decreased. In texture analysis, cookies with 12% mulberry pomace had the highest hardness. Total phenol and flavonoid content increased according to the amount of mulberry pomace added. Antioxidant activities, such as DPPH radical scavenging, hydroxyl radical scavenging, ABTS radical scavenging, and FRAP were highest in cookies with 12% mulberry pomace. In the sensory evaluation, sensory scores for color, taste, flavor, texture, and overall preference were highest in cookies with 8% mulberry pomace. Thus, our results suggest that the optimum amount of mulberry pomace to add to cookies is 8%.

• Journal of the Korean Society of Food Science and Nutrition
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• v.46 no.1
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• pp.68-76
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• 2017

Antioxidative capacities of Stachys sieboldii MIQ and 6-year-old ginseng powder were assessed after extraction with 80% ethanol, and their addition effects on quality characteristics of cookies were determined. Stachys sieboldii MIQ showed 3.12-fold higher total phenol content (TPC) and higher antioxidative capacities than ginseng based on higher values of 2,2-diphenyl-1-picrylhydrazyl radical scavenging capacity, ferric reducing antioxidant capacity, and Trolox equivalent antioxidant capacity (P<0.05). The 80% ethanol extract was then fractionated with $H_2O$ (Fr. I), 30% (II), 50% (III), 70% (IV), and 100% ethanol (V). Fractions of Stachys sieboldii MIQ extract showed 2.2-fold (Fr. I)~6.1-fold (III) higher TPC and higher antioxidative capacities than ginseng extract fractions. TPC was in the order of fractions III> II> I> IV> V for Stachys sieboldii MIQ extract while in the order of fractions I~III> IV~V for ginseng extract, assuming that Stachys sieboldii MIQ contained more phenolic compounds with higher polarity than ginseng. Addition of 5% and 10% Stachys sieboldii MIQ and ginseng powder increased spread ratio in cookies compared to 100% wheat flour, and 10% addition of Stachys sieboldii MIQ resulted in the darkest and most reddish cookies. In the sensory evaluation, cookies with 5% and 10% Stachys sieboldii MIQ received higher scores for taste preference and higher overall acceptability than ginseng or control cookies. Therefore, powder of Stachys sieboldii MIQ could impart more favorable sensory characteristics as well as higher antioxidative capacity than ginseng in bakery products.

• Journal of the Korean Society of Food Science and Nutrition
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• v.42 no.7
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• pp.1103-1108
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• 2013

This study was conducted in order to determine the effect of autoclave and microwave treatments on cookies. Wheat dough was treated in an autoclave (30 min), a microwave (1 min), and both autoclave and microwave (30 min/1 min). The treated dough was baked or non-baked and cookies quality was assessed. The pH, moisture content, color, and texture were measured, and sensory evaluation was performed. The pH showed a slight increase when dough was treated in a microwave (before baking) and decreased in both the autoclave and autoclave/microwave (after baking) treatments. The moisture content showed a significant increase, compared to the control, in autoclave treatments. Regarding surface color of cookies, lightness was decreased in all treatments and redness was higher compared with the control, except for microwave (before baking), and yellowness was lower compared to the control, except for microwave treatment (after baking). Hardness, gumminess, chewiness, and shear force showed a significant increase when dough was treated in an autoclave/microwave (after baking) compared to the control. In the sensory evaluation, color, taste, texture, shape, and overall preference of cookies treated with an autoclave/microwave (after baking) showed a low score. These results suggest that autoclaving and microwaving may reduce the quality of bread and that preparation of countermeasures is necessary.

• Korean journal of food and cookery science
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• v.15 no.3
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• pp.264-271
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• 1999

This study was conducted to know the storage stability of Yackwa, a traditional Korean fried cookie, prepared by two different cooking methods; deep fat frying at 160$^{\circ}C$ for 8 min (DFF), and preheating Yackwa dough and then deep fat frying at 180$^{\circ}C$ for 2 min (MW/DFF). Soybean oil (SBO), hydrogenated soybean oil (HSBO) or hydrogenated palm oil (HPO) were used for frying Yackwa. Compared to Yackwa prepared by DFF, all MW/DFF Yackwa samples had low fat content and high moisture content. MW/DFF saved frying time 6 min compared with DFF. Non-hydrogenated soybean oil for frying fats was replaced with hydrogenated types of soybean oil and palm oil to improve the storage stability of Yackwa. To investigate the oxidation stability of Yackwa during the accelerated storage for 15 days at 60$^{\circ}C$, acid value, anisidine value, peroxide value and oxidation value of Yackwas were measured. Acid values of Yackwa made by MW/DFF were higher than those made by DFF through the whole storage periods, regardless of frying fats. Peroxide and anisidine values of Yackwa coated with syrup were much lower than those without syrup. MW/DFF cooking method, using hydrogenated soybean oil or hydrogenated palm oil for frying, showed lowering effects on peroxide value as well as anisidine value, resulting in improved oxidation stability of Yackwa during the storage. In sensory evaluation, the acceptability of MW/DFF Yackwa was higher than those of the commerical products. Yackwa prepared by MW/DFF cooking method using hydrogenated palm oil, showed the highest acceptability in color, taste and texture among the samples.

• Journal of the Korean Society of Food Science and Nutrition
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• v.46 no.9
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• pp.1106-1113
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• 2017

The objective of this study was to determine the quality characteristics of fried yakgwa and baked yakgwa prepared with different amounts of P. frutescens powder. Moisture contents of fried yakgwa were 7.05%, and moisture content of baked yakgwa with different amounts of P. frutescens powder were 12.42~10.44% and decreased with higher amount of P. frutescens powder. This result can be attributed to loss of water in yakgwa in the course of the fried process. Although the degree of expansion of baked yakgwa was lower than that of fried yakgwa, size and shape of yakgwa were maintained. Yakgwa is appropriate as a cookie type product. Crude lipid contents of fried yakgwa were higher than those of baked yakgwa due to the exchange reaction of water and fat during the fried process. Energy of fried yakgwa was 501 kcal and was higher than that of baked yakgwa with different amounts of P. frutescens powder. This greatly affected the fat content of each sample. Energy of baked yakgwa increased with higher amount of P. frutescens powder due to the characteristics of the ingredients or jasoyeop. For chromaticity determination, L values of fried yakgwa were lower, but a, and b values were higher than those of baked yakgwa, and L, a, and b values decreased when P. frutescens powder increased. Texture measurement showed that hardness, cohesiveness, chewiness, gumminess increased with higher amounts of P. frutescens powder, whereas springiness decreased. The antioxidant activities of fried yakgwa measured based on DPPH scavenging activity were higher than those of baked yakgwa with 0%~0.2% P. frutescens powder and lower than those of baked yakgwa with 0.3%~0.4% P. frutescens powder. In the sensory evaluation, baked yakgwa with 0.1% addition of P. frutescens powder showed the highest preference in terms of overall acceptance, and 0% addition of P. frutescens powder showed the highest preference in terms of color and flavor. These results suggest that P. frutescens powder may be a useful ingredient in baked yakgwa to improve quality and sensory properties.

• Food Science and Preservation
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• v.23 no.6
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• pp.804-810
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• 2016

This study aimed to compare the quality characteristics of developed rice Jochung (E) with those of commercial-rice Jochung (A, B, C, and D). The total soluble solid, reducing sugar, and dextrose equivalent of developed rice Jochung were $80^{\circ}Brix$, 44.53%, and 56.94%, respectively. The pH and titrable acidity were 6.25 and 0.19%, respectively. The color difference value (${\Delta}E$) of developed rice Jochung was 74.42, which was significantly lower than the other samples investigated. The light transmittance and total polyphenol contents of developed rice Jochung were 56.4%T and 108.23 mg GAE/100 g, respectively. The adhesiveness values of various commercial-rice Jochung products were 29.0~66.0 sec, while that of developed-rice Jochung was 61 sec, showing good textural properties for use in manufacturing Hangwa, a Korean traditional cookie. The electron-donating values of various rice Jochung were 20.4~50.3%, among which the developed-rice Jochung showed the highest value. The reducing powers of various rice Jochung products were 0.44~0.72, while that of the developed product was 0.72, which was significantly higher than the other values. Sensory evaluation revealed that the color scores of developed- and commercial-rice Jochung products were 6.70~6.80. Flavor scores of rice Jochung products ranged from 6.00 to 7.00. Taste and mouth feeling scores of developed-rice Jochung did not significantly differ from those of commercial Jochung products. Compared to commercial-rice Jochung products, developed-rice Jochung made with malt extract exhibited high polyphenols content. However, there were no significant differences in the overall acceptability scores between commercial-rice Jochung products and the developed product. The developed-rice Jochung analyzed in this study may be useful as a traditional sweetener for various Hangwa products as a substitute for corn syrup or Jochung.

• Journal of the Korean Society of Food Science and Nutrition
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• v.36 no.8
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• pp.1048-1054
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• 2007

The quality characteristics of cookies, prepared with the freeze dried fresh garlic (FGP) and steamed ($100^{\circ}C$, 20 min) garlic (SGP) powders, were investigated. The cookie samples in the present study were made by adding the garlic powders at different levels (0, 0.5, 1, 2, 4, and 6%). The highest spread ratio, $8.48{\pm}0.31$ and $8.62{\pm}0.21$, were obtained by mixing 6% FGP and 0.5% SGP with the cookies. Among the surface color of the cookies, the L-value decreased with increasing garlic powder contents compared to that of the control group, but the difference in the surface color among the kinds of garlic powders was insignificant. Although increases in the garlic powder content resulted in no noticeable difference among the a-value of the test group, the b-value was decreased significantly, particularly with increasing SGP contents. Hardness was also increased along with the garlic powder contents and was highest at its 2% content. When viewed from the sensor properties, the measured color tended to become brown at the garlic powder contents greater than 2%. The surface crack of the cookies also increased as the SGP content increased. Its garlic taste and flavor were slightly low at SGP added with 6% garlic powder content than FGP. The overall acceptability was higher in $0.5{\sim}4%$ added test samples than those in control group sample; it was highest for 1%, 2% and 0.5%, in decreasing order. In the sensor evaluation, the overall acceptability of the cookies was considerably different in the comparison of FGP added cookies with SGP added ones. Therefore, the optimal ratio investigated for making the garlic added cookies was shown to be 1 %, and its acceptability was relatively high for SGP added cookies.

• Korean Journal of Food Science and Technology
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• v.31 no.6
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• pp.1471-1476
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• 1999

A simple and practical method for determination of caffeine in foods was developed. The analysis of caffeine was performed by reverse phase high performance liquid chromatography using a ${\mu}-Bondapak\;C_{18}$ column at isocratic condition with methanol-acetic acid-water(20 : 1 : 79) on UV detector at 280 nm. The clean-up and extraction of caffeine in samples were based on a simple pretreatment using a Sep-Pak $C_{18}$ cartridge. Recovery rates obtained with this method for cider, candy, cookie, milk, ice cream and persimmon leaf tea were 99.23%, 99.50%, 99.17%, 99.37%, 98.93% and 99.10% respectively. And the detection limit of caffeine was $0.1\;{\mu}g/mL$. With this method, the range of caffeine contents extracted from coffee, green tea, black tea, Oolong tea(tea bag), soft drinks, ice cream, milk and commercial confectionery were $3.38{\sim}37.50\;mg/g,\;16.30{\sim}26.10\;mg/g,\;10.80{\sim}16.65\;mg/g,\;11.25\;mg/g,\;0.06{\sim}0.11\;mg/g,\;0.04{\sim}0.44\;mg/g,\;0.04{\sim}0.39\;mg/g\;and\;0.10{\sim}1.80\;mg/g$, respectively. But caffeine was not detected in the other tea such as Acanthopanax sessiliflorum tea, Angelica gigas tea, Angelica tea, Arrow root tea, Duchu'ng tea, Dunggulle tea, Ganoerma lucidum tea, Ginger tea powder, Persimmon leaf tea, Ssanghwa tea and Cocoa mix powder.