• Journal of the Korea Society of Computer and Information
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• v.21 no.6
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• pp.97-106
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• 2016

This study tries to seek the is the realistic improvements and legislative measures about current medical advertising which was in the Court on 12 May 2015 by presenting and discussion the understanding, problems and its alternative direction of pre-deliberation on the existing law which is the decision on the constitutionality of health care advertising regulated health care advertising General commercial advertising has the right which have to be protected as the terms of the protection of know and freedom of expression and advertiser's there are sure to be in a value to be protected. Medical advertising is also a person in addition to the absolute value that includes both Due to the particularity of medical advertising in terms of life and the right to health Until now, this has been the target of strong regulations are changing the policy of gradual deregulation in our country, including the country. Medical advertising on the current medical law had been to be checked by pre-deliberation of the executive power. However, due to unconstitutional, in the circumstances which a false hype is flooding and increasing, it has been realized that the fair competition of medical community, life and health rights of the people are threatened by in reverse. In this regard, the abolition of the pre-deliberation system of medical advertising can be welcomed by abolition of the old system which is the legal and institutional censorship. Since its abolition, the alternative policy direction is insufficient also it is not clear. Therefore we need to study this. Therefore, in this paper, we try to find general theoretical background and problem of pre-deliberation system of medical advertising. Also, as trying to find feasibility or ambiguity of regulation and issues about medical advertising on medical law, we argued the provision of special measures of the medical advertising for introduction of integrated medical advertising deliberation committee which can ensure the independence and autonomy, strengthening of the monitoring on the internet advertising, legal resolving through amendments, strengthening of penalties, and establish special measures of medical advertising for the medical privatization and demand for the foreign medical tourist, etc. Empirical study about practical regulatory measures of medical advertising which converged the various opinions of consumer groups, government and academia, and medical community, and we expect hope to see the more realistic alternative provision.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Journal of Sport and Applied Science
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• v.4 no.2
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• pp.1-9
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• 2020

Purpose: This study sought to investigate the critical features of Word of mouth (WOM) advertising and their impact on sport consumer behavior. Research design, data, and methodology: Target population of the study consisted of all sports consumer of the Federation of Special Patients and Organ Transplantation, Tehran (Iran), who had indirectly watched the World Organ Transplant Competition documentary at least once on others' advice. For this purpose, 360 sports consumers of the federation were purposefully selected and they were asked to complete the standard WOM advertising questionnaire of Asda and Ko. Pearson correlation coefficient test and modeling of structural equations were performed using Spss24 and Smart PLS software at an error level of 0.05 used to analyze the data. Results: The findings show that there is a significant relationship between experience and expertise, trust and validity, content richness, and the power of message transmission through WOM advertising and its predictability. Finally, interpersonal relationships and work involvement also had a moderating role in this regard. Conclusions: The general conclusion is that the components of WOM advertising as well as involvement and homophily with the mediating role directly as one of the presuppositions for persuasion. The sports consumer was promoting WOM.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.290-305
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• 2019

As laws regarding the execution of governmental and public corporate advertising have been enforced since 2018, the need for the increase in effectiveness and public benefits of governmental advertising has been suggested. This research focuses on the government's health campaigns regarding well-being, hygiene, and safety and thus conducts an in-depth research into strategies and the future course of policies. First, it analyzes domestic/international governmental advertising in the realm of health campaigns and specifically studies governmental advertising that employs media technologies in health communications. Furthermore, through in-depth interview with 10 health campaign experts, the study explores possible plans of utilizing the ever-developing field of digital technology. The results of this research show that it is imperative to target and strategize according to the purposes of health campaigns. It is also important to set the appropriate parameters of the campaigns according to the given budget while securing the quantity and quality of creativity. Also, it will be crucial to utilize media technology to the fullest extent and strategize around it. Therefore, this research suggests theoretical as well as practical strategic plans to increase the effectiveness and efficiency of governmental advertising in the realm of well-being, hygiene, and safety in health campaigns.

• Journal of Internet Computing and Services
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• v.6 no.5
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• pp.143-154
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• 2005

This paper presents a reliable multicast transmission for the advertising-supported Access Point in which a user can use a wireless network access service through receiving the advertisement. In this paper we propose a application-layer multicast protocol that controls a transmission rate of the mobile device for the reliable multicast in wireless LAN environment. Internet advertising includes all means and medias for advertising on the Internet in order to raise sales or popularity of the products or services. Since the current Internet advertising systems are passive, the target systems are exposed to unspecified persons and its exposure rates of the advertisement are changeable and unpredictable. In this paper, we propose an Internet advertising system, with which users can access the wireless Internet without charge, advertisers can provide customized advertisement according to location, time, and categories of users, and owners of network infrastructure can manage the system with a low cost.

• Journal of Korea Multimedia Society
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• v.21 no.2
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• pp.323-332
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• 2018

Today, the life cycle of mobile games is getting shorter. In order to overcome this problem, we tried to summarize the strategies and marketing types of game marketing. Recently, I considered the TV advertisement that used the star of the marketing form of mobile game. In this research, user survey was analyzed based on correlation between star marketing and mobile game TV advertisement. And, through an interview with Delphi experts, I summarized the important elements of TV advertisement for mobile games. In conclusion, this research presented a total of five elements on a successful mobile game marketing strategy.The direction of mobile game advertising can promote a successful game that needs to set effective advertising marketing strategy, based on the basic nature of the game and main target.

• Asia-Pacific Journal of Business
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• v.10 no.4
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• pp.181-195
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• 2019

This study aims to investigate the influencing attributes on price fairness in the domain of fast food service context. As the research subject, this research selects McDonald's business because of its market share in the fast food market. Five attributes are examined to account for price fairness. The attributes are advertising attitude, employee service, waiting, convenience, and brand love. This study performed survey to collect the data. The survey participants are university students because they are essential market segment for fast food business. The number of observation is 299 for the data analysis. To analyze the data, this research used various statistical instruments (e.g., frequency analysis, mean and standard computation, exploratory factor analysis, reliability test, correlation matrix, and multiple regression analysis). Regarding the results, this research identified advertising attitude, employee service, and brand love are influential attributes to establish price fairness of university students. This research could inform the marketing director of food service business to understand university students target better.

• Journal of Intelligence and Information Systems
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• v.24 no.2
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• pp.37-57
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• 2018

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.

• Archives of design research
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• v.12 no.2
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• pp.75-86
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• 1999

Faced with various challenges given from internal or external, universities and colleges, about 300 in number, began to feel one another as their rival and recognized advertising marketing as a solution of unlimited competition and were in serious action for advertising. School advertising has suddenly increased in quantity, but falls in creative strategy of qualitative level behind corporate or product advertising. This study suggests effective creative strategy, based on comprehension of characteristics of school advertising and on analysis of creative as a strategy, of advertisements put by schools. School advertising demands the approach different from commercial dimension of corporate advertising, because schools are characteristic of public interests. Schools need to take positive creative strategy of image advertising instead of passive type of recruitment announcement. This effective and Positive creative strategy des not only Provide the chance to select schools for customers of school advertising which sets up applicants for admission as the first target audience, but also instills affirmative and positive image in potential customers of the future such as pupils of elementary or middle schools and ordinary people so that it may make effective communication possible

• Archives of design research
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• v.17 no.3
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• pp.363-372
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• 2004

Lannon(1994) asserted, 'Today consumer market has reached its maturity, and products gets more and more similar. So brands should be distinguished from competitors by emotional values.' Parody ads, one of advertisements appealing to emotion, would distort some original work well known to the public with its blemish or seriousness on target by imitating or exaggerating it regardless of expression styles, and announce the results to criticize the work itself or social situations or excite laughter. Such parody ads are stimulating consumers' emotion in particular and diverse methods. But This study on parody and especially parody in advertising, deals with the basic concepts of parody in advertising, as well as copyright infringement issues highlighting the different legal interpretations in American and Korean law when dealing with indiscreet cases of parody in advertising. some suggestions are made on desirable and forword-looking solutions. Different to the acceptance of parody in the American culture, Korean law was limiting in allowing parody to be used and applied.