• The Journal of the Korea Contents Association
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• v.15 no.2
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• pp.196-207
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• 2015

This study introduced the concept of 'Media-content repertoire', which indicates the set of favorite media-content combinations of media users and extracted five media user types based on those combinations. We used the range of media(i.e., smartphone, tablet, PC, and TV) and entertainment content(i.e., movie, broadcasting, music, and game) for the analysis. Also, we investigated the differences between those types including demographic variables, individual characteristics, and content buying behavior and we found that statistically significant differences exist among them. Those include 'non-user'(i.e., lower level of media use), 'screen user'(i.e., 50s, TV-centered media use), 'variety seeker'(i.e., 20s. heavy public transport user), 'selective focus'(i.e., 20,30s, movie&broadcasting-centered media use), and 'heavy user'(i.e., high level of media use and consumption). The results provide both academic implications(e.g., extension of media repertoire concept) and practical implications(e.g., direction to the target marketing for each user type).

• The KIPS Transactions:PartB
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• v.18B no.4
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• pp.181-192
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• 2011

A mobile phone is becoming no longer a voice communication tool due to smartphones and mobile internet. Also, it now becomes a total entertainment device on which we can play game and get services by variety applications through the Web. As smartphones are getting more popular, their usages are also increased, which makes the interest of advertising industry in mobile advertisement increased but it is bound to be limited by the size of the screen. In this paper, we suggest an augmented reality logo system based on Android platform to maximize the effect of logo advertisement. After developing software and mounting it on a real smartphone, its performances are analyzed in various ways. The results show the possibility of its application to real world but it's not enough to provide real time service because of the low performance of hardware.