• 한국실내디자인학회논문집
• /
• 제24권6호
• /
• pp.212-220
• /
• 2015

The study aims to identify the design character of libraries today into outwardness which enhances publicity in the library buildings. This design trend tends to be emphasized in contemporary civic libraries. In these days, the libraries become not only to be the traditional places of information but also to be the multi-purpose places to provide community services and cultural spaces. Thus the contemporary libraries, especially big civic libraries, are willing to open to the public of diverse purposes and to accelerate social communication among them through outward design in the buildings. This study surveys literatures and identify accessibility, symbolism, openness, amenity, connection, as the characters of publicity in the libraries. The study also examines the outward design strategies of the libraries which enhance publicity in the ways of design to connect surrounding environment, to symbolize buildings, to wrap transparent external surfaces and to build interior spaces. The study finds in the case studies of ten outstanding civic libraries abroad which were built in relatively recent years that the outward design is achieved mainly through four ways. First, the libraries have connection with surrounding urban environment, thus have continuities from the surrounding. Second, the libraries have the shapes of landmarks which expose themselves and their roles to the outside. Third, the libraries have transparent surfaces through which outdoor environment penetrates into the buildings. Fourth, the libraries have corridors and halls which look like traditional urban public streets and plazas. The study concludes that outward design strategies which employ in contemporary libraries enhance publicity in the libraries. Thus the libraries can perform as multi-functional cultural and open places which accelerate social interactions among the public of cities. This study has the value as a research which emphasizes outwardness as the design strategies which enhance publicity in contemporary libraries.

• 한국의상디자인학회지
• /
• 제21권3호
• /
• pp.25-35
• /
• 2019

The purpose of this study was to identify the relationships among credibility toward publicity (CP), the attitude toward publicity (AP), enterprise images, ethical obligations, and purchase intention, and then to demonstrate the differences in the relationships according to the three socially valuable creations: job creation, environmental protection, and fair trade. The hypotheses of this study were empirically tested with data collected via an online survey. The results of path analysis indicated that CP and AP positively affected enterprise images and ethical obligations respectively. Purchase intention was influenced by AP, enterprise images, and ethical obligations, but not by CP. In addition, this study highlighted the lack of a difference in consumer responses to publicity according to the three types of socially valuable creations. These findings provide guidelines for publicity strategies to induce consumers to purchase social enterprise products for marketing managers and entrepreneurs operating social enterprises.

• 산학경영연구
• /
• 제10권
• /
• pp.191-205
• /
• 1997

• 한국콘텐츠학회논문지
• /
• 제21권6호
• /
• pp.165-179
• /
• 2021

본 연구에서는 담배업계가 언론을 통해 담배 및 담배회사를 마케팅하기 위해 어떤 전략을 취해왔는지를 점검하기 위해 담배회사 내부문건을 분석한 일련의 연구들과 담배 및 흡연에 대한 언론보도를 분석한 국내외 문헌들을 점검하였다. 먼저 담배업계 내부 문건을 분석한 연구들을 점검한 결과, 담배회사는 언론을 통해 담배 및 흡연에 우호적인 언론보도를 확보하기 위해, 광고 및 다양한 형태의 협찬을 통해 언론사를 지원함으로써 언론사와 긴밀한 관계를 형성해 왔으며, 언론인을 후원을 하거나 미래 언론인을 양성하는 프로그램을 지원하는 등 언론인과의 유대관계를 형성하는 전략도 취해왔다. 또한, 씽크탱크 집단과 흡연옹호집단을 프론트 그룹으로 내세워 이들이 언론을 통해 담배업계의 입장과 관점을 지지하고 대변하도록 지원해왔으며, 예술 및 문화 활동 후원을 담배회사를 언론에 노출시키기 위한 의사사건으로 활용해왔다. 그리고, 담배 및 흡연에 대한 언론보도에 대한 문헌들을 점검한 결과, 담배 및 흡연 보도에 있어서 언론의 미온적 태도를 볼 수 있었으며, 흡연은 지양해야 하는 것이 아니라 갈등의 여지가 있는 이슈라는 담배업계의 주장과 메시지가 자연스럽게 전달되는 것을 볼 수 있었다. 더불어, 친자본성향 언론과의 우호적인 관계, 씽크탱크 집단 및 프론트 그룹의 활용, 사회공헌활동의 의사사건으로 활용 등 담배회사 내부문건에서 발견되었던 담배업계의 전략이 언론보도에도 반영되고 있는 것으로 나타났다. 본 연구는 담배업계가 담배 및 흡연에 대한 긍정적인 이미지와 호의적인 여론을 형성하기 위해 언론에 어떻게 접근하고, 활용하고 있는지를 제시해줌으로써 담배회사 퍼블리시티 활동에 대한 규제의 근거를 제공해 준다.

• 한국의류학회지
• /
• 제36권10호
• /
• pp.1015-1027
• /
• 2012

This study compares and analyzes cosmetics purchasing behavior according to the advertising and publicity implemented in women's monthly magazines as well as determines effective marketing strategies for the cosmetics industry. First, cosmetics advertising and publicity in women's monthly magazines can be classified into conventional advertising, advertorials, beauty news based on press releases, and beauty articles written by editors. In addition, consumer purchasing behavior has been examined in terms of use of information, purchasing intention, and purchasing experience. A study was conducted on women in their 20's to 40's in Seoul and Gyeonggi-do with 289 questionnaires used in the final analysis. Data were analyzed by common factor analysis, randomized block design, Bonferroni adjusted t-test, and multiple linear regression using SPSS 12.0/Windows. The results of the study can be summarized as follows. First, there was a difference in purchasing behavior according to types of cosmetics advertising and publicity in women's monthly magazines. Second, cosmetics shopping orientations were classified into six factors (the pursuit of impulsive purchasing and trends, well-known brands, convenience, low prices, efficacy and brand loyalty). There were significant effects of shopping orientation on cosmetics purchasing behavior according to the type of advertisement and publicity in women's monthly magazines.

• 한국컴퓨터정보학회논문지
• /
• 제12권3호
• /
• pp.225-234
• /
• 2007

본 연구는 오늘날 뉴테러리즘 환경 하의 테러대응체제를 구축하기 위하여, 그 중에서도 특히 테러 피해의 최소화를 위한 가장 효과적인 대응책 중의 하나인 예방홍보에 대한 중요성을 일깨우고, 나아갈 방향을 제시하여 준다는 목적을 연구의 출발점으로 삼아 이를 법사회학적 측면에서 고찰하였다. 공공매체를 통한 정부기관의 홍보는 국민들의 참여를 촉진시키고 인식을 향상시키는데 중요한 역할을 수행하게 된다. 따라서 테러발생의 환경 변화에 따른 테러예방을 강화하기 위해서는 고도 정보화 사회에 적합한 테러예방 홍보수단으로서 국민에게 한 발짝 다가설 수 있는 적극적인 방안이 모색되어야 한다. 이를 위한 방안으로써 본 연구에서는 우선적으로 테러 대응체제로서 경찰조직과 공중과의 관계성에 대하여 논의하였으며, 양자의 관계정립의 활성화 통하여 효율적인 테러예방을 위한 홍보방안들에 대해서 논의하였다. 여기에는 오늘날 인터넷이 갖는 장점을 최대한 활용하여 어떻게 하면 테러예방 홍보효과를 극대화할 것인가에 궁극적인 목적을 가지고 e-CRM의 도입 등을 통한 운영방안을 제시하였다. 또한 대국민 홍보활동을 강화하여 언론매체 등을 활용하여 정부차원의 대테러 정보자료의 배포 범위의 확대를 통한 정보서비스 활동의 필요성과 기타 테러예방 홍보의 관리전략들을 제시하였다.

• 한국유기농업학회지
• /
• 제12권3호
• /
• pp.265-278
• /
• 2004

With the development of national economy and increase of income, consumers' demand for quality and safe agricultural products have increased and perception on environmental-friendly Farming products has been sharply changing. In other words, consumers increasingly show the tendency to prefer environmental-friendly farming products for considering health and environment protection, despite higher price. The environmental-friendly farming products in Jeonnam Province is still at its early stage, accounting for 1% or so of the total products. Considerable part of environment-friendly farming products, nevertheless, difficult problem to End consumers, thus sold at relatively high prices. To the questionnaire asking their most severe difficulty is about 30.5% for sale. This suggests that strategies for consumption expansion of environment-friendly farming products, including of consumers, confidence, publicity of consumers, should be established to increase the income of environmental-friendly farmers in Jeonnam Province.

• 한국유기농업학회지
• /
• 제16권4호
• /
• pp.391-408
• /
• 2008

The overall focus of this study was to identify marketing and promotion strategies that can maintain and enhance environmentally friendly farm and organic production and processing activities. This is particularly important as the volume of environmentally friendly farm and organic produce that is generally available is increasing, and significant players, such as Organic Marketing Initiatives(OMI) and conventional marketing co-operatives, are becoming involved in the market. The rapid increase in production of environmentally friendly farm products and organic food is creating new and more complex challenges for marketing, from vegetable box schemes large co-operatives supplying the precise quality and volume required by supermarkets. A possible strategy for many farmers is to co-operate in regionally or nationally operating marketing initiatives. The main objective of any public relations(PR) activity should to enhance publicity and to improve an OMIs image. No promotion, no perception of OMI performance.

• 복식
• /
• 제54권4호
• /
• pp.15-26
• /
• 2004

The study was done to provide domestic fashion multi-shops with basic Information about the distribution and the promotion strategies through an investigation the marketing strategies for domestic multi-shop dealt with imported product only. Data were collected from Interview with a buyer or a staff of marketing department of Domestic Fashion Multi-shop dealt with Imported Product only. The results were as follows： For the distribution strategies, these fashion multi-shops as chosen were all placed in department stores. Their distribution channels were diverse like road shop, shop in department store and shop under direct management of department store. In case of shop in department store, it was common that the shop paid a definite commission to the department store. But S shop was managed directly by a department store as an advanced buying system that department store bought and sold goods and held themselves responsible for overstock. For the promotion strategies, these fashion multi-shops didn't make a definite budget for advertising and publicity contrary to other one-brands. But they attached importance to visual merchandising (VMD) because they had to harmonized the concept of a shop with various brands. Also they concentrated on seasonal fashion show, management of their customers and personal sales.

• 한국엔터테인먼트산업학회논문지
• /
• 제15권5호
• /
• pp.115-128
• /
• 2021

본 연구는 배드민턴 생활체육 동호인의 용품구매와 시설 이용 시 생각하고 느낀 중요도와 만족도를 알아보고 이를 기초자료로 활용하여 생활체육 배드민턴 동호인을 확대하고 활성화 방안을 제안하고자 용품, 가격, 프로그램, 시설, 직원, 홍보에 대한 설문조사를 진행하였다. 설문조사 후 중요도와 만족도를 알아보기 위하여 IPA Matrix방법을 적용하여 자료처리를 실시하였으며, 다음과 같은 결론을 얻었다. 첫째, 배드민턴 생활체육 동호인의 중요도와 만족도 순위 분석결과 중요도는 1위 직원요인의 강사 및 지도자의 전문성, 2위 시설요인의 시설의 안전성, 3위는 프로그램의 프로그램 내용 및 효과 만족도는 1위 시설요인의 시설의 청결 및 관리, 2위 직원요인의 강사 및 지도자의 전문성, 3위는 직원요인의 직원의 친절성 순으로 나타났다. 둘째, 중요도와 만족도 IPAMatrix 결과 I사분면은 프로그램요인의 강습시간 적절성과 프로그램 내용 및 효과, 시설요인의 주차 공간 규모와 시설의 청결 및 관리, 직원요인의 강사 및 지도자의 전문성, 직원서비스 태도, 직원친절성, 홍보요인의 소비자와의 상담 및 불편사항 해결, II사분면은 가격요인의 가격의 적절성, 가격대비 가치, 할인제도, 용품요인의 소재 및 디자인, III사분면은 용품요인의 용품 A/S 우수성, 프로그램요인의 프로그램 구성의 다양성, 시설요인의 배드민턴 구장 위치 및 접근성, 다양한 편의시설, 홍보요인의 다양한 홍보 및 이벤트 구성과 홈페이지 구성 등 홍보 전략, IV사분면은 용품요인의 용품 브랜드 가치 및 인지도와 용품 브랜드 전문성이 나타났다.