• Journal of Information Technology Applications and Management
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• v.14 no.2
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• pp.49-70
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• 2007

There found limitations of mobile advertising researches in methodology, theory building, and research implication. Existing researches were basic and some exploratory studies on mobile advertising and its effects. Especially, there was not a systematic typology research on mobile advertising. This paper tried to develop a systematic and empirical typology of mobile advertising and show proper advertising cases. We classified mobile advertising using mobile channels and methods (Text, Icon, Media, and Contents), Also we used advertising effects like information offering, leading transaction and response, and channel connection in classification of mobile advertising. Finally we suggested mobile advertising cases based on this typology and analysed the performance of moile advertising.

• Journal of Fashion Business
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• v.13 no.4
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• pp.154-162
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• 2009

The purpose of this study was to examine if there are the differences in advertising effects among three fashion sexual advertisements in terms of sexual appeal levels(high/medium/low). Through three pre-tests, three stimuli were chosen for this study. Three hundred female college students in Seoul participated in this study. For data analysis, descriptive statistics, factor analysis, ANOVA analysis, and reliability test were used. The results were as follows: First, from the factor analysis on advertising attitudes, three factors such as emotional, behavioral, and cognitive factors were produced. Second, there were significant differences in three sexual appeal levels among three advertising attitude factors. Third, there was also a significant difference in three sexual appeal levels on brand attitude. Finally, there was not a significant difference in the sexual appeal levels on purchase intention. Based on these results, this study would provide significant and efficient fashion advertising strategies to fashion advertising marketers and advertisement creators as implications.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.271-279
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• 2012

The purpose of this study was targeting Chinese viewers. Awareness of factors affecting indirect advertising effects were investigated. What is the awareness of advertising features for Chinese viewers also examined. Advertising and indirect advertising effectiveness factors examined relationships recognized. Chinese viewers were collected through surveys. Firstly, factors affecting indirect advertising effects was seven. Sponsor, celebrity involvement, and blatantly portrayed, reliability, brand differentiation, ethics and information provided is a factor. Second, the advertising capabilities of the Chinese viewers were relatively positive perception. Indirect advertising effects of Chinese viewers, features and advertising on the relevance factors, there was a significant relationship. Celebrity involvement and brand differentiation, blatantly portrayed, and ethical factors had an impact on the function of advertising. These results provide indirect advertising of China and South Korea produced implications for practitioners. Korea also interested in entering the Chinese enterprises will provide the basic material in the production of indirect advertising.

• 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.

• Journal of the Korean Operations Research and Management Science Society
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• v.34 no.2
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• pp.91-100
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• 2009

"How does advertising affect sales?" is the fundamental issue of modern advertising research. There is an interesting issue for estimating carryover effects of advertising on sales, and the aggregated data biases exist in the duration of advertising effect. This research suggests an extended model of Koyck Model which is employed for micro-data (Koyck 1954) to estimate aggregated advertising data, and empirically shows the aggregated data bias. Our developed model with the aggregated level of actual advertising data is more appropriate than the basic Koyck model for micro-data. The result figures out that it is important to consider the disaggregated data level in the analysis of dynamic effects of adverting such as carryover effects.

• Korean Management Science Review
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• v.31 no.4
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• pp.15-28
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• 2014

The present study examined the effects of self-construal and message orientation on value advocacy advertising. An experiment of college students was conducted to investigate relationship between the attitude toward advocacy advertisements and the purchase intention. The results showed that people with interdependent self-construal have more positive attitude toward the advocacy advertisements than people with independent self-construal. The interaction effects between self-construal and message orientation on the value advocacy advertisements were not found significant. However, it was found that even people with independent self-construal showed more positive attitude toward the advocacy advertisement with others-orientation messages than the advertisement with self-orientation messages in value advocacy advertising. Based on the findings, theoretical and managerial implications for value advocacy advertising were discussed.

• Journal of Korea Multimedia Society
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• v.25 no.4
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• pp.628-639
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• 2022

Starting from the content types of video advertisements produced by social media users, this paper conducts a comparative study on the information and entertainment video advertising effects of the same product, to help video producers achieve better advertising effects when facing different products. Experimental results show that. In Garment, the information is higher than that of entertainment in terms of advertising cognition. In terms of advertising attitude and purchase intention, the entertainment is higher than that of information; in food, the entertainment is higher than that of information in terms of advertising cognition, advertising attitude, and purchase intention; in household items, the entertainment is higher than that of information; in terms of advertising cognition and purchase intention, the information is higher than that of entertainment; in terms of advertising attitude, the entertainment is higher than that of information; in cosmetics, the information is higher than that of entertainment in terms of advertising cognition; in terms of advertising attitude and purchase intention, the entertainment is higher than that of the information; in digital accessories, the information is higher than that of the entertainment in terms of advertising cognition, advertising attitude and purchase intention.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.207-211
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• 2018

TThis research paper discusses the results of an article on the effects of moderating role of self-monitoring on response to the two different types of online advertising appeals. It was hypothesized that low self-monitors show more positive attitude towards brand when exposing advertisements with product quality-based online advertising than high self-monitors, whereas high self-monitors show more positive attitude towards brand when exposing advertisements with image-based online advertising than low self-monitors. Through an experimental design involving product quality and image-based online advertising, this article demonstrates that the role of self-monitoring in online advertising effects is similar to traditional advertising studies. Based on the results of the study, practical and theoretical suggestions are interpreted in relation to online advertising creative messages and strategies.

• Journal of Information Technology Applications and Management
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• v.19 no.4
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• pp.115-135
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• 2012

Currently, smart signage as a new kind of advertisement media has been widely used and has had a significant effect on consumers. In this study, we examine the impact on the attitude towards smart signage advertisement based on the Ducoffe's Web advertisement model. In particular, we investigate how the advertising factors (interaction, informativeness, irritation, and entertainment) as well as the contextual factors (localization, immediacy, and personalization) have effects on the value and attitude towards smart signage advertisement. Furthermore, we examine the moderating effect of individual defensive propensity on the relationship between affecting factors and the advertising value. By analyzing 192 samples from undergraduates, we found that four out of seven factors have significant effects on the value towards smart signage. More specifically, for advertising factors, informativeness and irritation have positive effects on the advertising value. For contextual factors, on the other hand, localization and entertainment have positive effects on the value towards smart signage. Besides, we discovered that the defensive propensity moderate the relationship between localization and the advertising value.

• Proceedings of the Korea Society of Design Studies Conference
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• 2002.05b
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• pp.28-29
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• 2002