• Journal of Distribution Science
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• v.10 no.5
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• pp.29-36
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• 2012

This paper aims to establish a Fengshui-based marketing model that companies engaged in selling dwelling spaces can utilize to increase their sales. The study is based on an investigation of appraisal statements and analysis techniques used in Fengshui. The Fengshui marketing model can be used for corporate advertising, sales promotions, public relations events, and for framing an overall marketing strategy according to changing consumer demand. As a sales promotion strategy, it can be used to influence consumer psychology and behavior. Although this study is limited to the all-pervasive advertising and marketing of houses by construction companies under installment plans, the Fengshui marketing method can also be used for the sale of store locations, space for product display, and so on. Initially, I analyze living spaces according to traditional Fengshui theory, and subsequently apply the modern method to study topographical space structures and geomagnetism disturbances. I present a standard form for writing the Fengshui appraisal statement based on the objective analytical method of Fengshui. With its shortcomings remedied, the appraisal statement can lead to high-quality advertising and increased valuations because it is based on objective data analysis and systematic evaluation of houses. In brief, I have designed the Fengshui marketing model as a sales promotion technique for the housing industry. I believe this study will contribute to the application of Fengshui in the housing industry's sales promotion efforts through high-quality advertising. Future research should evaluate Fengshui marketing in the housing industry based on case studies. Research questions to be addressed could include how Fengshui marketing has affected installment sales of houses and how Fengshui architectural practices affect general well-being. These studies would help propagate Fengshui marketing by validating its effectiveness. In addition, case studies should be undertaken to consider the practical applications of Fengshui marketing, how it can contribute to maximizing a company's image and profits, and how it can promote customer satisfaction.

• Journal of Digital Convergence
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• v.13 no.1
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• pp.205-213
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• 2015

Era of multi-channel digital multimedia on the Internet, cable, satellite and IPTV and the growth of new media such as terrestrial broadcast advertising with the poor rating has also dropped sharply. In this situation, terrestrial TV suggesting the introduction for total amount system appearing comments. In this study, the introduction of these intermediate advertising the public and professional awareness about the issue by comparing the introduction for total amount advertising feasibility was done in the purpose. The results were as follows. First, Studies on terrestrial TV suggesting the introduction of total amount system and public opinion about the differences in perception between experts is high. Second, Both the public and professionals about the total amount system preferred application stage were in favor of gradual for/limited permit cross-media. Third, the general population was higher than the positive response from experts about the benefits of the total amount system. Finally, the general public about the disadvantages of the total amount system they were more positive response than the experts. The introduction for total amount system validity of these data for future total amouny system to provide a basis for enforcement is expected to give.

• The Journal of the Korea Contents Association
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• v.17 no.9
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• pp.107-119
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• 2017

Advertising and PR industries recently face a new challenge due to the growth of new digital content market and the change of paradigm. In the market of ICT (Information and Communication Technology) and digital contents, a stereographic content related to the technology such as VR (Virtual Reality) is one of the fast-growing fields. However, it is hard to find the clear answer for AD/PR strategies in the rapidly changing VR contents market. Therefore, this study analyzed VR industry at the macro level using in-depth interviews with eleven VR experts leading Korean VR contents industry by looking at P(Political), E(Economic), S(social), and T(Technological) of VR advertisement and PR industries. Moreover, the feasibility of VR contents in Advertising and PR industries was examined through S(Strengths), W(Weakness), O(Opportunities), and T(Threats) analysis in VR industry. Research result showed that it is necessary for vitalizing VR in AD/PR industries to promote killer contents, to solve problems of inconvenience according to users' needs, to improve awareness of customers and industries. Moreover, constant VR vitalizing policies in AD/PR should be processed as well as constructing medium-and long-term VR road-map. Thus, this study provides the direction of VR content strategy in Advertising and PR industries and the research foundation for further researches regarding future VR activation.

• Journal of Korea Entertainment Industry Association
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• v.14 no.4
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• pp.67-75
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• 2020

Metonymy can be said to be the only language's meaning shifting technique that exists in the domain of a single human thought in order to obtain a transparent cognitive effect. The purpose of this study was to analyze the 'descriptive metonymy' of the advertising content language constructed by the cognitive principle and to find a way to use it in media language education for social and cultural interests and reflection of college students. The metonymy used in advertising media contrasts with the difficulty of the metaphorical interpretation of "opaque and distant" reasoning. Storyboards, mostly focused on human emotions and behaviors, used metonymy's 'transparent and easy meaning shifting technique'. I have found that I can expect the efficiency of media language education that contains the interest and sociocultural interest, self-reflection, and future imagination of college students. Now, there is less need to perform cognitive reasoning for advertisements with ambiguous metaphor techniques. Lastly, in order to produce successful advertising content, we expect to use the language technique of 'narrative metonymy' with warm feelings of humans, and acknowledge the lack of quantitative research and leave it as a task for the next research.

• Journal of Industrial Convergence
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• v.1 no.1
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• pp.41-70
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• 2003

Many researches on brand equity have been focused in definition about it, factors of it, and the process of formation. Most of them have been used by voluntary production category, as is durable goods or nondurable goods. But this study, using the model is developed by Foote, Cone & Be1ding(FCB) Company, classified four fields, high-low involvement, rationality(rational or sensitive) involvement. The selected goods is a sensitive high involvement(casual wear). This study investigate the effects of brand equity and search the influences of brand equity formation according to factors of marketing mix. To this goals, this study kept a literature survey and a demonstrative research. In literature survey, there are several definitions of brand and brand equity. The research model is derived from selected factors of marketing mix and former study. This study used the regression analysis to verify effects from brand equity through the selected marketing mix. The research data is collected from the capital area. The focus of this study is effects of brand equity according to marketing mix. The followings are results and suggestions of this study. First, in the price factors, the affirmative effects are revealed the perceived quality and the brand awareness in a rational high involvement goods, the perceived quality and the brand associations in a sensitive high involvement goods, all factors of brand equity in a rational low involvement goods, and the perceived quality in a sensitive low involvement goods. As summary, the important characteristics is the price factors to consumers, and consumers recognize that a high price means a high quality. Second, in the store image factors, the affirmative effects are revealed all brand equity factors in a rational high involvement and a sensitive high-low involvement. A good store image incites more interest, contact, and visit from potential consumer. And such store offers more consumer satisfaction, simulates more active and positive conversation to consumers. Third, in advertising spending factors, the affirmative effects are revealed the brand awareness and associations in a rational high involvement and a sensitive high involvement, all brand equity factors in a rational low involvement and a sensitive low involvement. An advertisement increases not only a brand awareness but also strong brand associations. Forth, in price promotion factors, the affirmative effects are revealed the brand associations in a rational high involvement, the negative effects are revealed all brand equity in sensitive high involvement. According the result about the effects of brand royalty through the brand equity factors, a perceived quality and brand associations have positive effects to brand royalty in all factors. Consumers choice a deep perceived quality than other competitive brand. So, brand equity will increase according to a qualitative grade of a perceived brand by consumers. Brand associations represent a quality and a degree of involvement. In conclusion, brand associations and equity have a positive relation each other. According to the analysis results about a brand royalty of selected marketing mix factors, the affirmative effects are revealed the store image and price promotion factors in a rational high involvement, the price and store image in a sensitive high involvement, and the price and advertising spending in a rational low involvement. The results about the affect of selected marketing mix factors according to brand equity, are the perceived quality in a high involvement, and all brand equity factors in a low involvement. The affirmative effects about a store image are revealed all equity factors in high-low involvement. In advertising spending factors, the affirmative effects are revealed the brand awareness and associations in a high involvement goods, and the perceived quality and the brand awareness in a low involvement goods. In price promotion factors, the affirmative effects are revealed the brand awareness in a low involvement goods, and the negative effects are revealed the brand awareness in a high involvement goods. According to a degree of involvement, the results of a brand royalty through a brand equity factors are following. The affirmative effects are revealed the perceived quality and the brand royalty in a high involvement goods, and the brand awareness are revealed a negative effect. The affirmative effects are revealed the perceived Quality and the brand associations in a low involvement goods. So, in a high involvement goods, the brand royalty is built by strong brand associations, but, in a low involvement goods, the brand royalty is built also by a perceived Quality and a brand awareness. This study have some concept of limitation. So, this study presents a future direction of research. First, a future study has to have more deep analysis for this study analyzed through a limited marketing mix factors. Second, a future research has to get mutual effects about brand equity of marketing mix factors for this study has an individual marketing decision factors. Third, for the future, a brand equity needs a research about a several goods such as services, profit or nonprofit, industrial products, culture, and so on. Forth, the research have to diversify a various data for population.

• Journal of Distribution Science
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• v.17 no.10
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• pp.41-48
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• 2019

Purpose - This study investigates whether financial analysts consider the intangible investment implicit in selling, general, and administrative (SG&A) expenditures to forecast firms' future earnings. Research design, data, and methodology - Using 52,609 U.S. firm-year observations spanning 1984-2016, this study examines the association between the Intangible investment implicit in SG&A expenditures and properties of analysts' earnings forecasts. To estimate the Intangible investment of SG&A, I decompose SG&A excluding R&D and advertising expenditures into maintenance and investment components following Enache and Srivastava (2017). Results - The main results show that analysts' earnings forecast errors and dispersion in analysts' forecasts increase with the intangible investment derived from SG&A because the investment component of SG&A affects future earnings and the uncertainty of those earnings. However, these results are weakened in the wholesale and retail industries where firms have a higher level of investment component of SG&A. I attribute the weaker results to low R&D expenditures in those industries. Conclusion - This study indicates that financial analysts incorporate the intangible investment of SG&A into their earnings forecasts differently across firms and industries. Furthermore, this study supports the argument for the separate reporting of the investment nature of SG&A from other operating expenses such as maintenance nature of SG&A.

• International Commerce and Information Review
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• v.12 no.1
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• pp.225-250
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• 2010

The purpose of this study is to grasp the ripple effect of food industry, which is rising as the prominent industry of the future and has a high forward & backward ripple effect, on domestic economy and other industries through Industrial Input-Output Analysis and suggest the export connection method for the development of food industry in the future. As an analysis result, it was found that the effect on product inducement and employment inducement was very high. Like that, it is necessary to establish export connection strategy to escape from narrow domestic market and advance into world market in order to develop food industry, which has a high ripple effect on domestic market. For the export connection of food industry, it is possible to enlarge overseas market demand of domestic food industry by providing domestic food companies with export-concerned information such as overseas export market information and food market information, advertising world market for domestic food industry actively through the globalization of Korea food, securing food processing technology, removing export unavailability risk through the export insurance policy and advertizing the safety of food industry through the reinforcement of food safety control standard and penalty standard.

• Asia pacific journal of information systems
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• v.26 no.1
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• pp.41-65
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• 2016

What prevails in the today's research on social media is a functional view of technology. Technology is regarded as a set of technical devices used to conduct specific social functions, such as personal communication, social networking, public posting, and corporate advertising, among others. This paper proposes that such a functional view of technology renders social media research unduly limited and constrained in its scope, level, and direction of inquiry. Problematizing on some representative social media research efforts in the field of IS, this paper provides an alternative perspective, that is, to view social media as a technology-for-being that exerts a deeper level of influence on our existence, molding and shaping the nature and mode of being itself. Such a technology-for-being perspective has been rarely explored or subscribed to in the present IS social media research. Building upon the new conception of social media as a technology-for-being, this essay explores the quality of being in the context of social media. Five such qualities are discussed, including virtuality, materiality, externality, liquidity, and hybridity. The essay also explores the deep structural problems of research to guide future social media research. Six of such problems include Problematize-the-Natural, Follow-the-Actor, Welcome-the-Frankenstein, Weber-meets-Frankenstein, Freud-meets-Frankenstein, and Marx-meets-Frankenstein. The essay concludes with discussions on the implications of the essay, its limitations, and suggestions for future work.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.9 no.2
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• pp.65-71
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• 2009

The end of the 1990s due to the rapid development of Internet communications and two-way communication advertising, public relations, online music, video, movies, e-Book, and distribution of digital content is actively underway. The combination of Internet and TV, as well as born of IPTV and interactive digital content industry's future has become a key industry. However, these two-way communication that illegal adult sites, illegal Bulletin, illegal Ads, PR, shopping mall, illegal music copying, video replication, such as negative due to the emergence of IPTV and is always around us and should be recognized. For example, on the Internet, which has been operating in the ocean sounds from the music copyright issue, the prosecution decided to prosecute because of the digital cultural content, copyright issues has become an important issue. Status and issues of this paper to learn the digital content, using intelligence to solve these problems, two-way communication advertising, public relations and practice of digital content, practices and courses of students vulnerable to offers for the analysis simulation.

• Journal of the Korean Institute of Landscape Architecture
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• v.30 no.5
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• pp.16-30
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• 2002

This study tried to understand an ambiguous urban landscape through a relational context. Gongpyeong district, an urban renewal area in Seoul, was selected as the site of the case study because traditional and modern styles coexist in this district. The research method and processes are summarized as follows. First, the district, which has both a redeveloped environment and an inherent environment, was divided into Yin & Yang structures. Next, an effort was made to grasp the fundamental relational characteristics(external relationships) of each type through three aspects: physical environment, activities, and meaning. As a result, Yin characteristics were found in the redeveloped environment which has predominantly Yang characteristics. In many cases, advertising, which is a Yang element, was missing in the redeveloped area. On the other hand, in the inherent environment which has Yin characteristics in general, shabby appearances were evident in aspects beyond advertising, and Yang elements, were found from the viewpoint of the theory of place. On the basis of these results, new dualistic frameworks with respect to the functions were re-structured, and complementary characteristics (internal relationship) based on topological aspects were analyzed. Unlike the monotonous appearances found in large scale environments, a variety of spatial characteristics were found in the various small scale environments. This explains that the dualistic coexistence has made a contribution to the complementary attributes of urban landscape. This study has the following ramifications. Much research of urban landscapes that has used western methodology which employs analytic aspects. As a methodology of urban landscape research this study introduced Iching, which tries to understand phenomena in a relational context. In addition, this study expects that the profound understanding of urban environments and the detailed relationship through this framework will suggest a new approach to urban planning, design and management related to future urban environments.