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Development of Domestic Cultivation Kit using Water Celery (Oenanthe stolonifera DC.) Seed (미나리 종자를 이용한 가정용 재배 키트 개발)

  • Kim, Jungbeom;Na, Haeyoung
    • Journal of Bio-Environment Control
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    • v.27 no.1
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    • pp.86-93
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    • 2018
  • This present study was conducted to develop the domestic cultivation kit using water celery(Oenanthe Stolonifera DC.) seed. As the result of germination rates in 3 type inbred lines, the IT 232354 had the highest initial germination rate and final germination rate, and was selected as the inbred line to be used in the cultivation kit. The development of the domestic cultivation kit was carried out using the IT 232354 seeds. It was possible to cultivate up to 3 times harvest using the same root in this cultivation kit, though the growth decreased rapidly in the $4^{th}$ cultivation. As a result of investigating the effects of the type of nutrient solution on growth of water celery, the overall growth was the lowest in the nutrient solution for Oenanthe Stolonifera DC.(N.S.D.). The shoot growth was similar to that of nutrient solution for leaves and stem vegetables (N.S.L.S.) and amino acid fermentation by-product liquid (A.F.B.L.), however in the root growth, the N.S.L.S. was more effective than A.F.B.L. When it was harvested 4 times consecutively after 1 time of planting, the last survival ratio of A.F.B.L. was 100% while their ratios were 96.4% and 49.8% each for N.S.L.S. and N.S.D. For the growth by cultivation kit type, the hole type cultivation kit increased slightly compared to the 3 hole type cultivation kit in the $1^{st}$ and $2^{nd}$ harvest, but there was no difference in the $3^{rd}$ and $4^{th}$ harvest. Total yield of one cultivation kits showed the 3 hole type cultivation kit is much higher than the 2 hole type cultivation kit. According to the results of this experiment, it is possible to harvest three times by planting one times if it was cultivated using N.S.L.S. and A.F.B.L. in the 3 hole type cultivation kit.

Investigation on the Safety of Hydroquinone and Preservatives among Whitening Functional Cosmetics Containing Albutin in Korea (국내 유통 알부틴 함유 미백 기능성화장품 중 히드로퀴논 및 살균보존제 안전성 조사)

  • Cho, Joong Hee;Kim, Ji Hyeung;Eom, Sun Ah;Kang, Min Jeong;Han, Young Sun;Hur, Myong Je
    • Journal of the Society of Cosmetic Scientists of Korea
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    • v.45 no.4
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    • pp.399-408
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    • 2019
  • Arbutin, which is used as a whitening ingredient, can produce hydroquinone, known as causing skin disease and carcinogen. Preservatives are essential to prevent microbial contamination during long-term storage and use of cosmetics, but safety issues such as toxicity and skin irritation are being raised. This study was conducted to determine hydroquinone and 21 preservatives levels in 40 arbutin-containing whitening functional cosmetics sold on-line and off-line. Result showed that 9 products contained hydroquinone. The concentrations in 7 products were ranged from 0.3 to 0.9 ppm, which were within the maximum allowed amount established by the Ministry of Food and Drug Safety. However, 2 products were 8.4 and 50.5 ppm and exceeded the allowed amount. Preservatives were detected 20 products. Detected items and ranges were phenoxy ethanol 0.1 ~ 0.7% (N = 15), Methyl paraben 0.19 ~ 0.21% (N = 2), Chlorphenesin 0.13% (N = 1), chlorhexidine 0.006% (N = 1), Propyl paraben 0.06% (N = 1), which were within maximum allowed amount established by the Ministry of Food and Drug Safety. Also, in cases of functional cosmetics the phrase "functional cosmetics" should be expressed on the primary or secondary package of cosmetics by cosmetics act. However, 1 product did not state the phrase as functional cosmetics. This study suggest that preservatives were safely managed. However, hydroquinone in hydroquinone-detected products could be produced by the decomposition of arbutin. Thus, further studies on the decomposition of arbutin are required to improve the quality control of the cosmetics.

Effects of Three Strains of Bacillus subtilis Supplemented to Diets on Egg Quality, Intestinal Microflora and Tibia in The Late Stage of Laying Hens (산란계 사료 내 3종류의 Bacillus subtilis의 첨가가 산란후기 계란 품질과 장내 미생물 및 경골에 미치는 영향)

  • Lee, Wan-Seob;Lee, Bo-Keun;Kim, Jea-Young;Kim, Ji-Sook;Lee, So-Yeon;Oh, Sung-Taek;Ahn, Byoung-Ki;Hwang, Yong-Bae;Sim, Seung-Kyu;Kim, Dong-Gun;Kang, Chang-Won
    • Journal of Animal Science and Technology
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    • v.52 no.5
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    • pp.389-398
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    • 2010
  • The objective of this study was to investigate the effects of three strains of Bacillus subtilis (B. subtilis) supplemented to diets on egg production, egg quality, egg yolk cholesterol levels, the profile of cecal microflora, and tibia characteristics in laying hens. One hundred sixty 76-week-old Hy-Line Brown layers were randomly divided into 4 groups with 4 replicates per group (10 birds per replicate). Birds in the control group were fed a corn-soybean meal based diet. The remaining three treated groups were fed the control diet containing either 0.05% B. subtilis Ch3 (T1), 0.05% B. subtilis Ch3 + B. subtilis W1 (T2) or 0.05% B. subtilis commercial product (T3) for 6 weeks, respectively. There were no differences in feed intake, egg weight, egg production and egg mass among the groups. The dietary supplementation of B. subtilis improved eggshell strength and Haugh units compared to those of control (P<0.05). The activities of GOT and GPT in serum were not also affected by the dietary treatments. The population of total microbes and lactic acid bacteria in cecum were significantly increased by the dietary B. subtilis (P<0.05), but not the coliforms. The cholesterol concentration in egg yolk and serum in the treated groups were significantly decreased compared to those of control (P<0.05). Also, The levels of phospholipids in serum were significantly decreased compared to those of control (P<0.05). The supplementation of three strains of B. subtilis to diets significantly increased the contents of tibia ash compared to that of control (P<0.05). Thus, this study showed significant improvements in egg quality, such as eggshell strength and Haugh unit, by dietary B. subtilis strains. The B. subtilis strains added to the diets modulated the profiles of cecal microflora, reflecting beneficial effects in laying hens.

Usability Evaluation and Development of Design Prototyping for MP3 Smart Clothing Product (MP3 스마트웨어 제품 상용화를 위한 디자인 프로토타입 개발 및 사용성 평가 연구)

  • Chea, Heang-Suk;Hong, Ji-Young;Kim, Jun-Hee;Kim, Jin-Hyung;Han, Kwang-Hee;Lee, Joo-Hyeon
    • Science of Emotion and Sensibility
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    • v.10 no.3
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    • pp.331-342
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    • 2007
  • This study focused on developing MP3 smart clothing products and usability evaluation. MP3 smart clothing which was developed in this study contains e-textile keypad and a kit. The kit consists of MP3 Player, remote controller module and ear phone, and are easy to assemble and dismantle. And usability evaluation about MP3 smart Clothing which was developed in this study contains e-textile keypad and a kit. For making the MP3 Smart clothing, e-textile signal line and keypad was developed and a metal connection ring also was manufactured to adhere closely e-textile signal line to keypad. The last products are two kinds of MP3 smart clothing, jacket style of MP3-YSJ(Yonsei Smart Jacket) and safari style of MP3-YSS(Yonsei Smart Safari). Then usability evaluation conducted two times about MP3 smart clothing developed. Usability evaluation is classified by a module evaluation and an item evaluation. The module evaluation measured external appearance, material, a music controller, an ear phone(or a mini speaker) and connector. The item evaluation measured social acceptance, feeling of wearing, utility, easiness of maintenance and safety. The module evaluation described totally positive results in the first usability evaluation about MP3-YSJ 1.0 and MP3-YSS 1.0. The item evaluation shows a lower score in the social acceptance, especially the easiness of connector maintenance and the social acceptance of music-controller in MP3-YSJ 1.0 and MP3-YSS 1.0. The second usability evaluation conducted with improved products by the first usability test results. Results from second item evaluation indicated needs to improve the easiness of connector & music-controller maintenance and the social acceptance of music-controller in MP3-YSJ 2.0. In MP3-YSS 2.0, the easiness of material management and the social acceptance of music controller & connector needed to improvement. In particular, users felt inconvenience in the social acceptance because of e-textile keypad arrangement. To outweigh this disadvantage, further study is needed about keypad interface of the music controller.

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Cloning of a Glutathione S-Transferase Decreasing During Differentiation of HL60 Cell Line (HL6O 세포주의 분화 시 감소 특성을 보이는 Glutathione S-Transferase의 클로닝)

  • Kim Jae Chul;Park In Kyu;Lee Kyu Bo;Sohn Sang Kyun;Kim Moo Kyu;Kim Jung Chul
    • Radiation Oncology Journal
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    • v.17 no.2
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    • pp.151-157
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    • 1999
  • Purpose : By sequencing the Erpressed Sequence Tags of human 걸ermal papilla CDNA library, we identified a clone named K872 of which the expression decreased during differentiation of HL6O cell line. Materials and Methods : K872 plasmid DNA was isolated according to QIA plasmid extraction kit (Qiagen GmbH, Germany). The nucleotide sequencing was performed by Sanger's method with K872 plasmid DNA. The most updated GenBank EMBL necleic acid banks were searched through the internet by using BLAST (Basic Local Alignment Search Tools) program. Nothern bots were performed using RNA isolated from various human tissues and cancer cell lines. The gene expression of the fusion protein was achieved by His-Patch Thiofusicn expression system and the protein product was identified on SDS-PAGE. Results : K872 clone is 1006 nucleotides long, and has a coding region of 675 nucleotides and a 3' non-coding region of 280 nucleotides. The presumed open reading frame starting at the 5' terminus of K872 encodes 226 amino acids, including the initiation methionine residue. The amino acid sequence deduced from the open reading frame of K872 shares $70\%$, identity with that of rat glutathione 5-transferase kappa 1 (rGSTKl). The transcripts were expressed in a variety of human tissues and cancer cells. The levels of transcript were relatively high in those tissues such as heart, skeletal muscle, and peripheral blood leukocyte. It is noteworthy that K872 was found to be abundantly expressed in coloreetal cancer and melanoma cell lines. Conclusion : Homology search result suggests that K872 clone is the human homolog of the rGSTK1 which is known to be involved in the resistance of cytotoxic therapy. We propose that meticulous functional analysis should be followed to confirm that.

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Analysis of right border flanking sequence in transgenic chinese cabbage harboring integrated T-DNA (Agrobacterium을 이용하여 형질전환시킨 배추에서 T-DNA Right Border 인접염기서열 분석)

  • Ahn, Hong-Il;Shin, Kong-Sik;Woo, Hee-Jong;Lee, Ki-Jong;Kim, Hyo-Sung;Park, Yong-Hwan;Suh, Seok-Cheol;Cho, Hyun-Suk;Kweon, Soon-Jong
    • Journal of Plant Biotechnology
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    • v.38 no.1
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    • pp.15-21
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    • 2011
  • We developed 14 transgenic lines of Chinese cabbage (Brassica rapa) harboring the T-DNA border sequences and CryIAc1 transgene of the binary vector 416 using Agrobacterium tumefaciens-mediated DNA transfer. Six lines had single copy cryIAc1 gene and four of them contained no vector backbone DNA. Of the left border (LB) flanking sequences six nucleotides were deleted in transgenic lines 416-2 and 416-3, eleven nucleotides in line 416-9, and 65 nucleotides including the whole LB sequences in line 416-17, respectively. And we defined 499 bp of genomic DNA (gDNA) of transformed Chinese cabbage, and blast results showed 96% homology with Brassica oleracea sequences. PCR with specific primer for the right border (RB) franking sequence revealed 834 bp of PCR product sequence, and it was consisted of 3' end of cryIAc1, nosterminal region and 52 bp of Chinese cabbage genomic DNA near RB. RB sequences were not found and the 58 nucleotides including 21 bp of nos-terminator 3' end were deleted. Also, there were deletion of 10 bp of the known genomic sequences and insertion of 65 bp undefined genomic sequences of Chinese cabbage in the integration site. These results demonstrate that the integration of T-DNA can be accompanied by unusual deletions and insertions both in transgenic and genomic sequences.

Modification of Herbal Product(Herb Mix®) to Improve the Efficacy on the Growth and Laying Performance of Chickens (닭의 성장과 산란 생산성 개선 효과 증대를 위한 한방제제(Herb Mix®)의 개량에 관한 연구)

  • Lee, W.S.;Paik, I.K.
    • Korean Journal of Poultry Science
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    • v.34 no.4
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    • pp.245-251
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    • 2007
  • This study was conducted to investigate the effects of modification of a herbal recipe(Herb $Mix^{(R)}$) on the growth of pullet and laying performance of hens. The formula of Herb $Mix^{(R)}$, a mixture of Rehmannia glutinosa, Angelica gigas, Discorea japonica, Glycyrrhiza uralensis, Schisandra chinensis and Ligusticum jeholense, was modified in mixing ratio. A total of 1,120 pullets(Hy-Line Brown) of 14 wks old were assigned to seven treatments; control, Herb $Mix^{(R)}$(HM), R. glutinosa fortified HM, A. gigas fortified HM, D. japonica fortified HM, G. uralensis fortified HM, S. chinensis fortified HM, L. jeholense fortified HM and Flavomycin supplemented diet. Each treatment had 8 replicates of 20 birds each housed in 2 birds cages. Body weight at 10% egg production was significantly(P<0.05) influenced by treatments. Birds fed A. gigas fortified HM diet were heaviest followed by L. jeholense fortified HM, HM-original and D. japonica fortified HM, Flavomycin supplemented diet and R. glutinosa while those fed control diet were lightest. Also, age reaching 50% egg production and peak production was earliest in A. gigas fortified HM and latest in the control. Egg production, feed intake, feed conversion and egg weight were significantly influenced by treatments. Significant improvement in egg production and feed intake was shown in A. gigas fortified HM treatment. Feed conversion ratio was lowest in antibiotic(Flavomycin) treatment and egg weight was heaviest in L. jeholense fortified HM treatment. There were no significant differences among treatments in intestinal microflora but cfu of Cl. perfringnes and E. coli tended to be lower in HM treatments than the control. Among the leucocytes of blood, the HM treatments were lower than the control in counts of white blood cell and heterophils. It was concluded that modification of Herb $Mix^{(R)}$ fortifying with A. gigas, D. japonica and L. jeholense significantly influence growth and laying performance of birds.

A Comparative Study of Production of [68Ga]PSMA-11 with or without Cassette Type Modules (비 카세트 방식과 카세트 방식을 이용한 [68Ga]PSMA-11의 자동 합성 방법 비교)

  • Hyun-Sik, Park;Byeong-Min, Jo;Hyun-Ho, An;Hong-Jin, Lee;Jin-Hyeong, Lee;Gyeong-Jae, Lee;Byung-Chul, Lee;Won-Woo, Lee
    • The Korean Journal of Nuclear Medicine Technology
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    • v.26 no.2
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    • pp.15-19
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    • 2022
  • Purpose [68Ga]PSMA-11 is needed the high reproducibility, excellent radiochemical yield and purity. In term of radiation safety, the radiation exposure of operator for its production also should be considered. In this work, we performed a comparative study for the fully automated synthesis of [68Ga]PSMA-11 between non-cassette type and cassette type. Materials and Methods Two different type of modules (TRACERlab FX N pro for non-cassette type and BIKBox for cassette type) were used for the automated production of [68Ga]PSMA-11. According to the previously identified elution profile, Only 2.5 ml with high radioactivity was used for the reaction. After adjusting the pH of the reaction solution with HEPES buffer solution, the precursor was added and reacted with at 95 ℃ for 15 minutes. The reaction mixture was separated and purified using a C18 light cartridge. The product was eluted with 50% EtOH/saline solution and diluted with saline. It was completed by sterilizing filter. In the non-cassette type, the aforementioned process must be prepared directly. However, in the cassette method, synthesis was possible simply by installing a kit that was already completed. Results Both total [68Ga]PSMA-11 production time were 25±3(non-cassette type) and 23±3 minutes(cassette type). The radiochemical yield of the non-cassette type(65.5±5.7%) was higher than that of the cassette type(61.6±4.8%) after sterilization filter. The non-cassette type took about 120 minutes of preparation time before synthesis due to washing of synthesizer and reagent preparation. However, since the cassette type does not require washing and reagent preparation, it took about 20 minutes to prepare before synthesis. Both type of synthesizer had a radiochemical high purity(>99%). Conclusion The non-cassette type production of [68Ga]PSMA-11 showed higher radiochemical yield and lower cost than the cassette type. However, The cassette type has an advantage in terms of preparation time, convenience, and equipment maintenance.

A Conceptual Review of the Transaction Costs within a Distribution Channel (유통경로내의 거래비용에 대한 개념적 고찰)

  • Kwon, Young-Sik;Mun, Jang-Sil
    • Journal of Distribution Science
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    • v.10 no.2
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    • pp.29-41
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    • 2012
  • This paper undertakes a conceptual review of transaction cost to broaden the understanding of the transaction cost analysis (TCA) approach. More than 40 years have passed since Coase's fundamental insight that transaction, coordination, and contracting costs must be considered explicitly in explaining the extent of vertical integration. Coase (1937) forced economists to identify previously neglected constraints on the trading process to foster efficient intrafirm, rather than interfirm, transactions. The transaction cost approach to economic organization study regards transactions as the basic units of analysis and holds that understanding transaction cost economy is central to organizational study. The approach applies to determining efficient boundaries, as between firms and markets, and to internal transaction organization, including employment relations design. TCA, developed principally by Oliver Williamson (1975,1979,1981a) blends institutional economics, organizational theory, and contract law. Further progress in transaction costs research awaits the identification of critical dimensions in which transaction costs differ and an examination of the economizing properties of alternative institutional modes for organizing transactions. The crucial investment distinction is: To what degree are transaction-specific (non-marketable) expenses incurred? Unspecialized items pose few hazards, since buyers can turn toalternative sources, and suppliers can sell output intended for one order to other buyers. Non-marketability problems arise when specific parties' identities have important cost-bearing consequences. Transactions of this kind are labeled idiosyncratic. The summarized results of the review are as follows. First, firms' distribution decisions often prompt examination of the make-or-buy question: Should a marketing activity be performed within the organization by company employees or contracted to an external agent? Second, manufacturers introducing an industrial product to a foreign market face a difficult decision. Should the product be marketed primarily by captive agents (the company sales force and distribution division) or independent intermediaries (outside sales agents and distribution)? Third, the authors develop a theoretical extension to the basic transaction cost model by combining insights from various theories with the TCA approach. Fourth, other such extensions are likely required for the general model to be applied to different channel situations. It is naive to assume the basic model appliesacross markedly different channel contexts without modifications and extensions. Although this study contributes to scholastic research, it is limited by several factors. First, the theoretical perspective of TCA has attracted considerable recent interest in the area of marketing channels. The analysis aims to match the properties of efficient governance structures with the attributes of the transaction. Second, empirical evidence about TCA's basic propositions is sketchy. Apart from Anderson's (1985) study of the vertical integration of the selling function and John's (1984) study of opportunism by franchised dealers, virtually no marketing studies involving the constructs implicated in the analysis have been reported. We hope, therefore, that further research will clarify distinctions between the different aspects of specific assets. Another important line of future research is the integration of efficiency-oriented TCA with organizational approaches that emphasize specific assets' conceptual definition and industry structure. Finally, research of transaction costs, uncertainty, opportunism, and switching costs is critical to future study.

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A Study on the Meaning and Strategy of Keyword Advertising Marketing

  • Park, Nam Goo
    • 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.

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