• Proceedings of the Korean Society of Broadcast Engineers Conference
• /
• 2015.07a
• /
• pp.139-141
• /
• 2015

소규모 매장을 운용하고 있는 대다수의 소상공인들은 매장 홍보를 위해 전통적으로 사용되고 있던 오프라인 인쇄를 통한 전단지를 이용하고 있다. 최근에는 네이버 배너 광고, 디지털 사이니지 등을 이용한 온라인 홍보도 일부 이용하고 있으나, 온라인 홍보의 경우, 홍보 채널에 맞는 홍보물을 제작하기 위해 별도의 추가 비용이 발생하고 있으며, 홍보물 제작을 위한 비용부담으로 인하여 변화하는 상황에 최적화된 홍보물을 이용한 매장 홍보에 한계를 가지고 있다. 이에 본 논문은 소상공인이 매장 홍보를 위해 타겟 사용자 그룹군의 특성을 분석/제공하는 홍보전략을 반영하여 최적의 디지털 홍보물을 자동으로 제작하고, 가용 채널을 통해 홍보물을 쉽게 배포할 수 디지털 홍보물 자동 제작 프레임워크를 제안한다. 본 논문에서 제시하는 프레임워크를 이용하여 소상공인의 매장 상황 변화 및 홍보의도에 최적화된 디지털 홍보물을 쉽게 제작할 수 있으며, 이를 통한 홍보 효과 증대 및 홍보 비용 절감에도 기여할 수 있을 것이다.

• Journal of The Korea Institute of Healthcare Architecture
• /
• v.7 no.2
• /
• pp.47-58
• /
• 2001

As one designs a building, one should have to consider its characters and functions according to its own use. Recently many professional buildings used to be designed by specialized design firms with their own experience and specialty to vitalize the functions of the buildings. Especially the design of the hospital is really needed more concern from the beginning of design ordering because it is pursuing the most specialty in architectural designs and therefore it can not be managed with general architects. The purpose of this study is to present the references for resonable promotions of hospital design in the future with the analysis of the suitability in hospital design ordering and the process after design competition in Korea.

• Journal of the Korea Institute of Information and Communication Engineering
• /
• v.3 no.1
• /
• pp.11-21
• /
• 1999

In this paper, we analyzed the trends and activities of DGPS facilities and operations in the advanced countries, evaluated requisitions in its relevant part, and proposed preparations to the KORA's policies for estimation the efficiency of KORA's investments in promotions to the DGPS market by introduction of DGPS system in domestic.

• Journal of Information Technology Services
• /
• v.11 no.4
• /
• pp.215-231
• /
• 2012

It is well known that SaaS(Software as a Service) changeover gives several advantages to organization. One of the advantages is the cost reduction effect of IT resources as well as IT human resources. Another one is the curtailment of software development workload in the field of informatization promotions. Nonetheless, it is hard to find comparison cases regarding the quantitative measurement of the introduction of SaaS before and after. Accordingly, when the Government IDC tries to adopt SaaS, it absolutely needs the empirical study whether SaaS is cost-effectiveness or not. In this study, we focus on variation in the Government administration common tasks, processes and labor costs. Using the Man-Month(MM) estimation methods, We verify that how much TCO(Total Cost of Ownership) is reduced per year.

• International Journal of Advanced Culture Technology
• /
• v.9 no.3
• /
• pp.106-111
• /
• 2021

Multiple sales promotions for one product can be simultaneously offered. For instance, marketers can offer a premium along with a price discount. In the present research, we primarily focus on offers containing both a bonus pack and a price discount. In particular, this research examines whether consumer evaluations of offers containing both a bonus pack and a price discount (i.e., BP + PD offers) vary according to consumers' saving orientation. Specifically, we predict that for consumers with strong (vs. weak) saving orientation, offers containing the high PD but low extra amount of BP will be more favorably evaluated than offers with a high extra amount of BP but low PD. A series of two experimental results show that consumers' saving orientation moderates their evaluations of BP and PD offers, which supports the prediction. The findings imply that marketers can evoke more positive consumer responses to BP and PD offers, considering individual differences such as saving orientation.

• International Journal of Internet, Broadcasting and Communication
• /
• v.14 no.1
• /
• pp.219-223
• /
• 2022

The Internet can deliver various information and services at the lowest cost without time and space constraints while targeting the world among all existing means of communication. Unlike traditional media such as TV, newspapers, and radio in the past, promotions through mobile environments allow target customers to use two-way low-cost, high-efficiency promotional strategies regardless of time and place. With the development of the Internet, social media has developed into a place to acquire information about favorite companies and their products. Social media greatly contributes to the production of text, photos, videos, and various networks, and has expanded global communication and communication media through the interaction and sharing of various information. In addition, through social media, users can communicate in various ways, reveal themselves, and share and exchange information such as knowledge and personal thoughts. In line with these changes, corporate marketers and sellers are striving to provide consumers with appropriate information more quickly. We aims to find out about social media marketing strategies useful for companies.

• Asia Marketing Journal
• /
• v.17 no.3
• /
• pp.33-51
• /
• 2015

This study investigates which variables most effectively influence the positioning strategy of a brand. In addition, we test the connection between the positioning strategy of the brand and loyalty. Finally, we explore how brand experience effects the relationship between brand position and brand loyalty. To this end, this study employs the street-intercept method to collect data on consumers' perception of home appliances in Japan and conducts structural equation modeling analysis to test our hypotheses. Specifically, we find that assessments of product, service, and image have a significant impact on a brand's position which, in turn, drives brand loyalty. In addition, brand experience seems to moderate the relationship between service and brand positioning effectiveness. We also find that price promotions negatively affect brand loyalty. The research provides a consumer-centered, experiential view of how firms can develop strategies to more effectively position brands and increase loyalty among their customers. These results help both academics and practitioners to better understand how consumers assess a brand's position in the marketplace.

• International Journal of Internet, Broadcasting and Communication
• /
• v.16 no.2
• /
• pp.185-192
• /
• 2024

Both message appeals and individual characteristics can influence the effectiveness of sustainable product promotions. Applying the agency-communion orientation to the advertising message research context, this study examined the interplay between message appeals and agency-communication orientations in impacting purchase intentions. The findings from a 2 (message appeal: self-interest vs. public-interest message) × 2 (motivational orientation: agency vs. communion) experiment revealed a communion-over-agency effect on consumer purchasing decisions for public-interest message appeals. In the self-interest message condition, we found no statistically significant difference in impact between agency and communion on purchase intentions. In short, we contribute to advertising effectiveness research by showing that agency-communion orientations moderate the effect of message appeals. We also explain the practical implications of these findings for effective sustainable communication in advertisements based on individuals' motivational orientations.

• Journal of the Korean association of regional geographers
• /
• v.19 no.3
• /
• pp.454-475
• /
• 2013

In 2011, Daegu hosted the International Association of Athletics Federation Championships and attempted to use this event strengthen its global profile. Organizers hoped Daegu 2011 would strengthen knowledge about Daegu internationally and help the city overcome recent economic stagnation by bolstering tourism and investment on the global scale. Written from the perspective of a foreigner living in Korea, this interpretive article uses mixed-method cultural geographic analysis to evaluate the momentum Daegu 2011 produced in these directions. The article draws on a tripartite "territorialisation" approach to mega-event tourism's production of space, focusing on representational efforts during the approach to the championships and the event itself. Promotional materials receive particular attention. Interviews with international tourists during 2011 strengthen conclusions drawn from analysis of promotional materials. After reviewing relevant conceptual literature, Daegu's history, and the background of Daegu 2011, the article devotes three subsections to analysis. The first uses critical discourse analysis of a key promotional video to argue that Daegu's self-promotions betrayed insecurity about the city's place within the global tourism market. A second analysis subbsection finds that additional promotional materials did not fully overcome that problem. These materials also produced an overload of Daegu images and aspirations. The third subsection further develops these arguments, pointing to a partial mismatch between images emphasized by promotions and experiences available in the tourism landscape. This subsection also argues that while Daegu 2011 undoubtedly produced positive effects for the city, key challenges remain if Daegu will be placed on the map of globally acknowledged cities.

• Journal of Korean Library and Information Science Society
• /
• v.52 no.4
• /
• pp.277-307
• /
• 2021

This study aims to understand the current status of science-related channels on YouTube provided by government-funded research institutes and investigate user experiences and behaviors of using the services. We examined the number of subscribers, view counts, and video contents of 26 YouTube channels from the government-funded research institutes. We also designed a user study with the uses and gratifications theory and conducted a semi-structured interview. By grouping videos into five categories: Public Relations, Lectures, Entertainment, Vlogs, and Q&A, most videos were about research projects or institutional promotions. User motivation for using the YouTube channel was to acquire scientific knowledge and information. Users thought that YouTube channels could provide reliable information and satisfy their intellectual curiosity. But they criticized that most videos were uninteresting, and the lack of promotions of the channels made others hesitant to sign up and watch. Findings from this study could help fully understand the current status of the government-funded research institute's YouTube channel and be used as resources for the government's planning and development of various YouTube services.