• The KIPS Transactions:PartC
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• v.14C no.5
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• pp.425-430
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• 2007

Without the aid of stationary infrastructure, maintaining routing information for all nodes is inefficient in the Mobile Ad hoc Networks(MANET). It is more efficient when every time routing information is necessary that the source node broadcasts a query message to neighbour nodes. The source node using Ad hoc On-Demand distance Vector(AODV), which is one of the routing protocols of MANET, uses the Expanding Ring Search(ERS) algorithm which finds a destination node efficiently. In order to reduce the congestion of the network, ERS algorithm does not broadcast Route REQuest(RREQ) messages in the whole network. When the timer expires, if source node does not receive Route REPly(RREP) messages from the destination node, it gradually increases TTL value and broadcasts RREQ messages. Existing AODV cost a great deal to find a destination node because it uses a fixed NODE_TRAVERSAL_TIME value. Without the message which is added in existing AODV protocols, this paper measures delay time among the neighbours' nodes by making use of HELLO messages. We propose Adaptive ERS(AERS) algorithm that makes NET_TRAVERSAL_TIME optimum which apply to the measured delay time to NODE_TRAVERSAL_TIME. AERS suppresses the unnecessary messages, making NET_TRAVERSAL_TIME optimum in this paper. So we will be able to improve a network performance. We prove the effectiveness of the proposed method through simulation.

• Asia Marketing Journal
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• v.16 no.4
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• pp.1-18
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• 2015

Assuming that not all background music in advertising function as effective retrieval cues for the advertised messages, this study proposes that we should be able to distinguish the retrieval cue effect of music from the simple ad exposure effect. This study tries to identify which specific characteristics of music are related to the retrieval cue effect. Our experiment focuses on congruency and familiarity of music as key characteristics of music which affect the effectiveness of the music's role as a retrieval cue for the advertised messages. We used four groups of subjects to test the retrieval cue effect of the background music. Each group was exposed to one of the four different types of background music and was again sub-divided into an experimental and a control group (i.e., a total of eight independent sub-groups were included in the experiment.) The first two sub-groups were exposed to the experimental advertisement with the background music of high congruency and high familiarity. After the ad exposure, the background music was provided as a retrieval cue to only one of the two sub-groups. Comparison of the memory performance between the two sub-groups will reveal the net retrieval cue effect of the music of high congruency and high familiarity. Similarly, another two sub-groups watched the same ad but with the background music of high congruency and low familiarity. Also the same ad but with the music of low congruency/ high familiarity was shown to another two sub-groups and that of low congruency and low familiarity music was to another two. Among the two sub-groups with the same music, only one group had the music cue at the memory tasks. One hundred and seventy four undergraduate students at the college of one of authors in Asia participated in the study. Their ages ranged from 18 to 24 with a median of 20. The sample was composed of 51.7 percent male subjects. They were randomly assigned to each of the eight sub-group. The results show that the music highly congruent with the advertised message facilitates the message retrieval, while the low congruency music cue does not. It was also found that the low familiarity music cue improves memory performance only when the music is perceived as congruent with the advertised message. From a theoretical and practical perspective, this study provides boundary conditions for effective retrieval and suggests that the congruent music specifically created for the ad is a more effective retrieval cue than other types of music cues.

• 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.

• Journal of rehabilitation welfare engineering & assistive technology
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• v.9 no.2
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• pp.89-103
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• 2015

The purpose of this research attempted to developed the Community Reintegration support Program(H-CRsP) on patients with Spinal Cord Injury(SCI) and identity the effect. To assess the effectiveness of a Hospital based H-CRsP with a comprehensive team approach for treating inpatients with Spinal Cord Injury(SCI), offered by the Korea National Rehabilitation Hospital. Participants with SCI were recruited from the Korean National Rehabilitation Hospital. Twenty-five participants who met inclusion criteria were provided with a H-CRsP. A H-CRsP with modules related to the training of daily living skills, driving, vocations and school support activities, leisure or recreational activities, peer counseling, sexual rehabilitation, and others support activities. The 25 enrolled patients had been treated with average of 6.1 programs 2 times a week for over 2 or 3months. COPM, HADS, WHOQOL-BREF, AD-R were administered before the treatment(pre-test) and also at the time of discharge(post-test) to compare the treatment outcomes in the 25 program participants. Measured level of community integration by CIQ at discharge. The data were analyzed by such statistical methods as frequency and paired t-test analysis. Significant improvements were found on the Occupational Performance and Satisfaction, Acceptance of Disability, Quality of Life score in the COPM, AD-R, WHOQOL-BREF (p<0.05). In addition, 10 of the 25 patients returned to home, work or school. These results demonstrated the effectiveness of the H-CRsP in helping patients with SCI return their communities to which they belong. It considered development of the variety of programs and prepare systematically related system.

• Journal of the Korean Home Economics Association
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• v.46 no.7
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• pp.35-45
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• 2008

For the highly involved and emotional product, such as cosmetic product, the consumer focuses on the information about the symbolic meaning of a product. As a continuum, cosmetic advertising frequently requires a celebrity and/or cue since it provides identification between customer and cosmetic. Although many studies have examined the effectiveness of the congruence between brand image and self-image, there are little research regarding the congruence between advertising image and self image. The objective of this study is to examine the attitudinal effectiveness of the congruence between cosmetic advertising image and self-image. For the experiment, 2(ad type: rational vs emotional) factorial designs were performed. A total of 240 undergraduate female students participated in the experiment. The results of the study are as follows. First, the congruence had a significantly positive influence on advertising attitude, but not on brand attitude. Second, the type of cosmetic advertising caused differences in attitudinal persuasiveness affected by the congruence.

• Archives of design research
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• v.15 no.4
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• pp.231-242
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• 2002

Due to the various reasons reducing the advertising effects in such as message reliability declining, target segmentation, and information technology, creative becomes more important than ever before. And this is more true in print advertising than electronic ones. The purpose of this study is to support to develop more effective advertisement in print advertising. Parody advertising, a postmodernic technique, effectiveness was tested empirically. Top-of-mind awareness, reliability toward advertising, attitude toward advertising, attitude toward brand, and purchase intention were adapted as a scale to measure the effectiveness of parody and non-parody advertising. Result proved the parody advertising shows higher effects than non-parody one. Conclusively saying that parody could be one of the possible ways to increase effects on print advertising to survive from the heavy competition and low attention.

• Convergence Security Journal
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• v.11 no.1
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• pp.71-77
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• 2011

NCW(Network Centric- Warfare) encompasses the concept to use computer data processing and network linkage communications techniques, share information and furthermore, enhance the effectiveness of computer-operating systems. As IT(Information & Technology) have become developed in the recent years, the existing warfare system-centered conventional protocol is not use any longer. Instead, network-based NCW is being widely-available, today. Under this changing computer environment, it becomes important to establish algorithm and build the stable communication systems. Tools to identify malign node factors through Wireless Ad-hoc network cause a tremendous error to analyze and use paths of even benign node factors misreported to prove false without testing or indentifying such factors to an adequate level. These things can become an obstacle in the process of creating the optimum network distribution environment. In this regard, this thesis is designed to test and identify paths of benign node factors and then, present techniques to transmit data through the most significant open short path, with the tool of MP-SAR Protocol, security path search provider, in Ad-hoc NCW environment. Such techniques functions to identify and test unnecessary paths of node factors, and thus, such technique users can give an easy access to benign paths of node factors.

• (The) Korean Journal of Advertising
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• v.29 no.7
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• pp.29-53
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• 2018

In our study, we investigated the effects of position of endorser and endorser's gaze direction(direct/averted_image/averted_text) on advertising attitude, purchase intent and brand recognition using eye-tracking method. Focusing on the printed cosmetic ads which the role of endorser is important and indirect persuade route is relatively is emphasized, we conducted experiment on 36 participants in 20s. As prior studies, our results shows that participants paid attention to more and faster on specific element which the endorser is gazing at. But it was not reflected to ad attitude and purchase intent directly. When the endorser is positioned in left the side, the highest purchase intent was shown in direct gaze condition, while when the endorser is on the right side, the highest ad attitude was shown in gazing image condition. Additionally, the brand recognition task following eye-tracking experiment shows that recognition accuracy was higher only in condition which the endorser is in the left side looking at the product image. These results demonstrated that the gaze direction of endorser plays a role as attentional guidance, which means it can lead customer's attention to particular region in the printed ad, but the effect can be varied depending on the position of endorser and which type of information the endorser is gazing at. Therefore, ultimately, to increase customer's ad attitude and purchase intent, complex consideration of not only the gazing direction of the endorser, but the position of endorser and other diverse elements is necessary.

• Journal of Navigation and Port Research
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• v.27 no.2
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• pp.171-178
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• 2003

Lately most Asian countries have tried to develop their ports into a hub port in their region. However, only a few studies examined the theoretical rationale for hub port strategy. Thus, this paper aim to identify the effectiveness of hub port development strategy in global and regional perspectives, respectively. For this aim, the paper conducts regression analysis on the relationship between port size and growth ad calculates the Hirshman-Herfindahal Index on Asian container ports. According to the empirical results, larger ports have grown faster than smaller ports in the world container ports und European/North American ports. However, in the case of the Asian container ports, the result was opposite. And port concentration in Northeast Asian ports is decreasing gradually during the last two decades. Consequently, the effectiveness of hub port development strategy was not very strong in Northeast Asian region.

• Journal of Digital Convergence
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• v.17 no.6
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• pp.211-217
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• 2019

This study suggested the alternatives for improving consumers' engagement with digital signage (DS) by analyzing the researches of the effectiveness of DS in marketing and public areas, which is recognized as an essential communication tool for commercial or public matters. According to the results, affective DS ad content of DS resulted in positive shoppers' buying behaviors and perceiving buying environment; DS was also effective for public affairs, which how proper channel and message for the target public resulted in solving community problems. However, it was rare to measure precisely the level of consumers' engagement with DS content and what DS content aroused higher engagement in both areas. Thus, DS content should be more customized based on multiple converged contents for consumers' engagement and the research efforts of DS should be focused on the development of not only its device technology, but also creative content.