• 경영과학
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• 제20권2호
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• pp.197-204
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• 2003

Comparison challenge approach is proposed as a form of challenger-activated. just-in-time Internet advertising. To develop a framework for a comparison challenge, we propose a theory of comparison value. A comparison is regarded valuable if a comparison opportunity is available and if the comparison is relevant and informative, has an appropriate level of detail, and is advantageous and trustworthy. Based on this theory, the CompareMe and CompareThem strategies are devised, and comparable objects are classified in terms of price and performance dominance as well as the scope of proximity. The idea is demonstrated with a comparison of PCs from five leading manufacturers. To assist in the planning of the comparison challenge, a mathematical programming model was formulated to maximize the value of comparison under the constraints of the comparison opportunity and budget. The model is applied to eight scenarios in terms of the range of comparing objects. The models under various scenarios are tested and contrasted with the real-world example of PCs. We found the ad effect of comparison challenge to be substantially better than banners (4.75 times) and similarity-based comparisons (2.77 times), providing customers with better performance and reduced prices.

• 한국인터넷방송통신학회논문지
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• 제23권1호
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• pp.151-156
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• 2023

본 논문은 주어진 예산과 광고를 접하는 최소 인원수를 초과하는 제약조건을 만족시키면서 신제품에 대한 인지도를 극대화시키기 위해 다수의 광고매체들 중에서 어느 광고매체를 몇 회 광고해야 하는지를 결정하는 최적화 문제를 다룬다. 본 문제에 대해 지금까지는 선형계획법 (LP) 소프트웨어 패키지를 활용하는 수학적 접근법만이 활용되고 있으며, 다항시간 알고리즘은 제안되지 않고 있는 실정이다. 본 논문은 이 문제에 대해 O(nlog n) 수행 복잡도의 다항시간으로 최적 해를 얻을 수 있는 휴리스틱 알고리즘을 제안한다. 제안된 방법은 광고매체를 가장 경제적으로 선정하는 평가기준을 제안하였으며, 이 평가기준을 적용하여 광고매체 선정과 광고횟수를 결정하였다. 제안된 알고리즘은 Excel을 활용하였음에도 불구하고, 실험 데이터에 적용한 결과 LP와 동일한 결과를 얻었다.

• International Journal of Internet, Broadcasting and Communication
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• 제15권4호
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• pp.9-20
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• 2023

In the aftermath of the COVID-19 pandemic, the importance of collective efforts in promoting health preventive behaviors is accentuated, bringing sociopolitical factors into focus. To fully capture psychological drivers of health preventive behaviors in risk situations, anchored on the Model of Risk Information Seeking and Processing (RISP; Griffin, Dunwoody, and Neuwirth 1999), in retrospect of the recent COVID-19 pandemic, we explored whether and how individuals' vaccination behaviors are predicted by RISP-related variables (information insufficiency, affective responses, perceived information gathering capacity, subjective norms) and one's political identity. Findings from a survey of 705 adult participants in the U.S. showed that the effects of one's risk information insufficiency on his or her information seeking and affective response regarding the pandemic, which is also related to their risk susceptibility perceptions. More importantly, the impact of political identity on one's perceived risk susceptibility, and its association with vaccination behaviors are also identified. The findings of this study provide valuable insights for the development of effective health communication strategies for preventive health behaviors.

• 한국인터넷방송통신학회논문지
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• 제23권5호
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• pp.55-61
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• 2023

본 연구는 가상 인플루언서에 대한 감성반응이 광고효과에 어떠한 영향을 미치는지를 확인하고자 하였다. 기존 연구들이 인플루언서의 속성에 주목한 것에 반해, 가상 인플루언서를 경험하면서 나타나는 소비자의 심리적 반응이 의사결정에 어떠한 영향을 미치는지 살펴보았다. 연구결과, 가상 인플루언서를 경험하면서 소비자들은 구체적인 감성반응을 나타내고 있었으며, 당당함, 청초함, 은은함, 트렌디함, 화려함, 단순함, 소탈함이 대표감성으로 추출되었다. 또한 이러한 감성반응들이 브랜드태도와 구매의도, 추천의도에 영향을 미치는 것을 확인할 수 있었다. 이러한 연구결과는 가상 인플루언서를 활용한 마케팅 커뮤니케이션에 실무적 함의를 제공하고 있다.

• 인터넷정보학회논문지
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• 제18권4호
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• pp.109-119
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• 2017

본 연구는 온라인검색광고 기반의 사업모델을 가진 대표적인 포털사업자 네이버의 광고관리시스템이 제공하는 데이터를 이용하여 온라인검색광고시장이 양면시장이 아닐 수 있음을 실증분석하고 이를 근거로 한 적절한 동 시장의 시장획정 방안 제시를 목적으로 한다. 이 목적을 위해 두 가지 연구 질문에 대한 검토가 필요하다. 첫째, 온라인검색광고 사업모델과 학문적 의의가 큰 로체-티롤의 양면시장 정의 간에 일관성이 있는가, 둘째, 온라인검색광고시장에 간접네트워크외부효과가 존재하는가이다. 특히 후자의 경우 간접네트워크외부효과가 있다면 어느 정도인지 실증분석을 수행하여야 한다. 이에 대해 본 연구는 구글과 같은 온라인검색광고서비스가 단면시장일 수 있다는 Luchetta의 이론적 주장에 기반을 두고 이를 검증하기 위해 상관 및 회귀분석을 수행하였다. 온라인검색 광고비는 직접네트워크외부효과 독립변수인 광고주가 한 단위 증가할 때 약 50원 이상 증가하였다. 그러나 간접네트워크외부효과 측정을 위해 설정한 독립변수인 검색횟수와 종속변수인 온라인검색광고비 간에는 유의적인 상관 및 회귀결과가 나타나지 않았다. 이 결과에 따르면, 온라인검색광고시장에는 양면시장의 필요조건인 간접네트워크외부효과가 존재하지 않거나 유의적이지 않아 양면시장이라기 보다는 단면시장일 가능성이 높다. 이는 온라인검색광고시장에 전통적인 시장획정 방법을 적용할 수 있고, 본원적인 경쟁요소를 모색하는데 유리하며, 경쟁상황에 대한 설명력이 높아짐을 의미한다. 또한 양면시장에 대한 시각차를 보여 온 경제학자들과 규제실무자를 포함한 법학자들의 간극도 어느 정도 극복할 수 있다는 점에서 의의가 있다.

• Human Ecology Research
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• 제54권1호
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• pp.27-43
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• 2016

This study initiates from the question of whether current advertising regulations are appropriate to be applied to the market. It confirms the relationship between misleading online advertisements of weight-loss food and consumer damages. This study argues that it is necessary to enforce monitoring and regulating (strengthening monitoring) for situations where misleading advertisements are exposed in the market with subsequent consumer damages. However, deregulation is needed for advertisements exposed in the name of misleading advertisements but with no consumer damages. In conclusion, the regulations of current weight loss foods are properly established $vis-{\grave{a}}-vis$ the market situation. However, misleading advertisements are prevalent for all regulated types: Type I (product quality and effect), Type II (endorsement and warranty), Type III (ways to use and safety), Type IV (comparison and superiority), and Type V (company information). Promotion targeting businesses, market monitoring and control are necessary to ensure that advertising regulations (which have existed only as an institution) can be appropriately applied. It is also confirmed that 'comparison advertising' (applicable to Type IV where consumer damages were not shown compared to other regulations) does not have an actual effect as a consumer protection regulation that should be considered in regulation revisions. Consumers also did not recognize Type III and V in the purchasing stage while consumer damages were demonstrated; consequently, this implies that consumers need to check and become attentive to these types.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.439-447
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• 2020

The dynamics of communications powered by the Internet, specifically from the increased use of social media, has led marketers to find creative channels to engage with the customers. One of the recent channels, "branded entertainment", is becoming familiar as an advertising strategy in which the content presented is a marketing tool for the advertising of certain brands. The current study examined the case of a branded-entertainment channel and the mechanism of the advertising instrument that leads to purchase intention. The specific purpose of this research is to investigate whether there is evidence of the role of narrative transportation and the fantasy proneness leading towards purchase of the brand advertised. To arrive at the conclusion, the study using web series sponsored by an artificial sweetener brand and employs a quantitative survey to question the audience. The findings contribute toward the understanding of how consumers respond to branded entertainment via video-sharing platforms. It is indicated that the stories presented in the web series can stimulate the audience to fantasize. Thus, the advertising message conveyed through narrative persuasion can form a favorable attitude toward the brand, which leads to intention to purchase. Practical elements are identified along with limitations and future research suggestions.

• 복식문화연구
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• 제14권3호
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• pp.418-433
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• 2006

The purpose of present study was to examine the differences in effectiveness of internet apparel advertising using avatars as determined by the avatar involvement. After conducting a pilot test for 35 high school students, final data were collected through a self-administered questionnaire survey from 324 high school students living in Seoul area from July 18 to July 19, 2003; 317 were used for data analysis. Data were analyzed by chi-square analysis, t-test, cluster analysis, descriptive statistics, ANOVA and Duncan's multiple range test. As a result, the subjects were divided into 3 groups based on the level of avatar involvement: high, middle and low involvement groups. There were significant differences in avatar advertising effects among the groups divided by avatar involvement. Those who indicated the higher levels of avatar involvement were more likely to be positive in the cognitive responses, emotional responses, advertising attitude, brand attitude, the stimulus degree of connection, and the recall rates of the brand name. Also, Vector imaging ads were found to be more effective in the brand name recall rates.

• 한국조사연구학회:학술대회논문집
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• 한국조사연구학회 2001년도 춘계학술대회
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• pp.87-108
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• 2001

현재 국내의 이동통신 가입자수와 무선인터넷 가입자수가 급증하면서 인터넷과 이동통신을 연계한 광고서비스나 직접 휴대폰에 광고를 제공하는 서비스가 등장하고 있다. 그러나 현재 이동통신이 제공되고 있는 광고서비스는 문자메세지를 이용하는 단문광고이고 제공되는 광고도 휴대폰 이용자가 직접듣고 확인해야 하는 불편함을 가지고 있다. 따라서 본 연구에서는 이동통신을 활용하여 고객의 니즈(needs)에 부합되는 광고를 제공할 수 있는 새로운 광고기법을 제안하고 이에 대한 수요 예측과 데이터마이닝 기법을 적용하여 이 광고에 대한 타겟마케팅 전략을 제시하고자 한다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제6권5호
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• pp.1373-1387
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• 2012

Contextual advertising is an important revenue source for major service providers on the Web. Ads classification is one of main tasks in contextual advertising, and it is used to retrieve semantically relevant ads with respect to the content of web pages. However, it is difficult for traditional text classification methods to achieve satisfactory performance in ads classification due to scarce term features in ads. In this paper, we propose a novel ads classification method that handles the lack of term features for classifying ads with short text. The proposed method utilizes a vocabulary expansion technique using semantic associations among terms learned from large-scale search query logs. The evaluation results show that our methodology achieves 4.0% ~ 9.7% improvements in terms of the hierarchical f-measure over the baseline classifiers without vocabulary expansion.