• 복식
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• 제66권8호
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• pp.1-13
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• 2016

The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

• 한국의류학회지
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• 제30권9_10호
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• pp.1455-1463
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• 2006

The purpose of this study was to examine the advertisement effects of mobile fashion advertisements, specifically focusing on how the mobile fashion advertisement effects work according to advertisement types and categories. Two hundred female college students participated in this study. For data analysis, descriptive statistics, factor analysis, and t-test were used for this study. As the results, first, advertisement attitudes were classed into three factors such as cognitive factor emotional factor, and behavioral factor. Second, regarding the effect of advertisement types, pull advertisement type had higher advertisement attitudes, and higher purchasing intention than push advertisement type. There was not significant in brand attitudes between pull advertisement and push advertisement. Third, for the effects of advertisement categories, clothing advertisement had higher cognitive factor and behavioral factor, and higher purchasing intention than accessory advertisement. There were not significant in emotional factor and brand attitude between clothing and accessory advertisements. Based on these results, M-commerce fashion advertisement marketing strategies would be suggested.

• 경영과정보연구
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• 제19권
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• pp.17-48
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• 2006

While the existing research took approach method that uniformly divided the cultural difference between specific countries into individualism - collectivism in the dimension of comparative culture, this research defines the cultural sense of value of domestic university students and company employees in accordance with horizontalism-verticalism pattern within it to corroboratively define the diverse effects of advertisements of standardization and localization of global enterprises. Researching the difference of cultural sense of value owing to this generation of Korean university students and company employees, Korean university students showed prominent propensity of vertical-individualism value and company employees, propensity of horizontal-collectivism value. Researching comparatively the effect of advertisements for standardization and localization of global enterprises in connection with Korean university students and company employees, it turned out Korean university students prominently prefer localization advertisement in the TV advertisement of global enterprises and company employees, standardization advertisement. Especially, the difference between standardization advertisement and localization advertisement of university students and company employees was very remarkable in trademark attitude and advertisement information rather than advertisement attitude. With respect to model appearing in the advertisement, it turned out university students prefer localization advertisement where domestic models appear and company employees prefer standardization advertisement where foreign models appear.

• 가정과삶의질연구
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• 제9권1호통권17호
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• pp.187-202
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• 1991

The purpose of this study is to analyze what attitude housewives hove to the TV advertisement and how their purchasing behavior is proceeding by information acquisition. Questionaire survey method was used in this research. The sample was taken from 437 housewives living is Seoul, form 4th of Feb. to 13th of Feb, in 1991. Used statistical methods were Frequency, Percentage, Crosstabs, One-way Anova, Duncan-test, and Regression Analysis. The major findings are summarized as follows : 1) The attitude to the TV advertisement according to the socio-demographic variables : TV advertisement seeing and hearing, the necessity of TV advertisement, and the attitude to the new advertisement are all found significant difference by age and education. The feeling to the false of TV advertisement is found significant difference by age, education, and income. 2) The purchasing behavior with TV advertisement information is most influenced by utilization of TV advertisement for all four goods(home medicine, milk product, detergent, durable goods). 3) The interest to the TV advertisement according to the TV advertisement information acquired: The degree to the utilization of TV advertisement and the necessity of TV advertisement when they buy goods were most influenced by conversation about the TV advertisement. 4) The purchasing behavior to the TV advertisement information acquired : The degree of influence was more affected by conversation about the TV advertisement for four goods, The degree of confidence was influenced by conversation about the TV advertisement for four goods. The degree of confidence was influenced by conversation about the TV advertisement for house medicine and detergent. The degree of satisfaction was not significant for all four goods, and the comparative appraisement was influenced by conversation about the TV advertisement for detergent and durable goods.

• Asia Marketing Journal
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• 제18권1호
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• pp.37-53
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• 2016

The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion level as a covariate on advertised product evaluation show significant interaction effect of arousal level and advertisement type, and no effect of positive emotional level. Both of the mediation effects of the cognitive response and those of the affective response are significant. Participants under mild (elevated) arousal of positive emotion more positively evaluate the product in utilitarian (hedonic) attribute-focused advertisement. The positive effect of utilitarian (hedonic) attributefocused advertisement on product evaluation is partially mediated by cognitive (affective) response to the advertisement when consumers are under the mild (elevated) arousal of positive emotion. The results of this study show that advertisers should use utilitarian (hedonic) attribute-focused advertisement to consumers under the mild (elevated) arousal of ambient positive emotion, which should be searched by exploring what kind of event they have experienced.

• International Journal of Contents
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• 제9권4호
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• pp.30-34
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• 2013

Internet banner advertisement has become recognized as an important media, and its influence has been increasing. The merits of Internet banner advertisement are diversity and consumer immersion. Especially, by using various types and visual expression methods, the automobile Internet banner advertisement has evolved into what attracts curiosity and interest of potential consumers. Thus, to find efficient communication method for automobile Internet banner advertisement, this study, by comprehensively analyzing various advertisement methods in previous researches, suggested an advertisement type and a visual expression method suitable to automobile Internet banner advertisement. Four types of automobile Internet banner advertisement are production form, production purpose, expression form, and advertisement area. Four visual expression methods are action form, image, change form, and moving form. And, through case analysis, this study also examined the value of the newly suggested method.

• 패션비즈니스
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• 제9권4호
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• pp.161-169
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• 2005

The purpose of this study was to examine effectiveness of congruence between brand image and advertisement model on fashion advertisement effect. 206 female college students were surveyed for this study. For this study, three hypothesis were set up as follows: First, if fashion brand image and advertisement model image are in congruence, consumers' product preference would be higher, compared to in disharmony. Second, if fashion brand image and advertisement model image are in congruence, consumers' advertisement attitudes would be higher, compared to in disharmony. Third, if fashion brand image and advertisement model image are in congruence, consumers' purchasing intention would be higher, compared to in disharmony. As the results, three all hypothesis were accepted. Based on these results, fashion marketing strategies regarding advertisement would be suggested.

• 대한전자공학회:학술대회논문집
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• 대한전자공학회 2005년도 추계종합학술대회
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• pp.991-994
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• 2005

In the uni-directional broadcasting environments, almost TV programs are scheduled depending on the viewers' popular watching time, and the advertisement contents in these TV programs are mainly arranged by the popularity and the ages of the audience. However, the advertisement programs which support the TV programs the audiences want are not served to the appropriate audiences efficiently. In this paper, we propose the prototype of target advertisement system for the appropriate distribution of the advertisement contents. The proposed target advertisement system estimates the audience's profile without private information and provides the target advertisement contents by using his/her inferred profile. And we show the accuracy of the proposed algorithm, Multistage Classifier, for the target advertisement system and the implementation of our target advertisement system.

• 한국멀티미디어학회논문지
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• 제11권12호
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• pp.1765-1774
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• 2008

Due to recent increase of product placement(aka. PPL) in TV drama and entertainment program, the audience of these programs is exposed to the advertisement in the form of the props and backgrounds without discernment. Advancement in digital data broadcasting technology enabled advertisers to insert detailed information of the product or associated advertisement link into the content of the broadcast program as an interactive advertisement. With the interactive advertisement, the audience can focus on the content of the program and the advertiser can create an advertisement with a rich content through the interaction between the advertisement and the audience. It is possible because the interactive advertisement is dynamic advertisement behavior only activated by the audience's intention. In this research, we develop a Hot-spot generator to insert interactive advertisement in the DMB broadcast program. We also suggest dynamic Hot-spot generation technique that allows the Hot-spot object to follow not only the shape of the advertising object in the program, but also the movement of the object as the program progresses.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2016년도 추계학술대회
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• pp.247-249
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• 2016

기업, 지자체, 공공기관들은 상품의 효과, 정보의 전파를 목적으로 광고서비스 등을 통해 대중들에게 유용한 정보들을 제공한다. 광고서비스는 여러 가지 방법들이 있는데 그 중 대표적으로 전광판, TV광고, 인터넷 및 모바일 광고, 대중교통 등이 있다. 본 논문에서는 여러 가지 광고 서비스들 중 택시를 대상으로 한 광고서비스 기술에 대해 연구하고자 한다. 기존에 택시와 유사한 버스나 지하철에서는 디스플레이를 통해 광고를 하고 있다. 하지만 유일하게 택시는 공간적 제약사항 때문에 랩핑 광고만 하고 있다. 서울, 경기도, 인천을 오가는 GBUS 하루 평균 이용 승객은 약 423만 명이다. 전국적으로 본다면 이수치는 매우 높다. 그러나 이것은 오로지 많은 이들에게 한 광고를 보여줌으로써 광고에 대한 관심을 낮춘다. 이 연구를 통해 전국 254,823대의 택시를 대상으로 한 광고서비스를 개발하고자 한다. 승객의 개인정보 수집을 통해 승객의 연령, 성별, 취향, 자주 이동하는 장소에 따른 정보를 분류하여 승객의 관심사를 초점으로 한 광고 서비스를 제공하고자 한다. 이를 이용한다면 택시에 탑승한 승객의 이동경로 주변 정보 등을 함께 집중송출 시켜 줌으로써 광고효과를 높여 줄 것 이다.