• International Journal of Internet, Broadcasting and Communication
• /
• v.12 no.1
• /
• pp.45-54
• /
• 2020

One of the typical characteristics of smart media is that it is interactive, which shows a different form and property from the existing mass media, and also changes the way users use it. This change requires a different system from the existing method in the advertising process strategic model for effective interactive advertising in smart media. We attempted to derive an effective smart media interactive advertising process strategic model by understanding the interactive advertising processin smart media that is expected to continue to grow asthe main market of the advertising market and identifying the constituent factors. To this end, We analyzed the preminiary research results of interactive advertising and organized expert panels for the Delphi method and reflected their opinions and evaluations. The components and factors of interactive advertising were found and the effective interactive advertising process strategy model in smart media was derived from this study.

• International Journal of Internet, Broadcasting and Communication
• /
• v.12 no.2
• /
• pp.66-76
• /
• 2020

We The 4th industrial revolution, the core characteristics of super-intelligence, hyper-connective, and ultrareality, has been actualized. New technologies such as artificial intelligence, big data, the Internet of Things, and high-tech video have begun to be applied to media and advertising. With the introduction of new technologies in the advertising field, innovative changes in advertising types, advertising effects, advertising methods, and advertising contents are expected. Accordingly, We intends to design a future advertising roadmap development by predicting how future advertising will change and develop through future technologies in the 4th industrial revolution era. To design the roadmap, this study analyzes changes in advertising technology, consumer, and media as changes in the advertising environment in the 4th industrial revolution era, and identifies the core changing trends, advertising factors in future advertising through the Delphi Survey on experts in advertising and future fields. We identifies how the future advertising technology, types, media, effects, and fields are developed by the changes of future advertising environments, including technology, consumers, and media in the 4th industrial revolution era. Hence it is expected to help the advertising industry and experts to prepare for future changes.

• Asia Marketing Journal
• /
• v.21 no.3
• /
• pp.65-82
• /
• 2019

This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search feature. Finally, since the number of brand fans also have a positive effect on advertising interest, it is essential to utilize social media advertising for the enhancement of customers' interests. Confirming that the effectiveness of social media advertising varies depending on how the visual contents and text are presented, this research can help marketing managers to assess predicted outcomes of using various methods of social media advertising.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.3 no.4
• /
• pp.59-88
• /
• 2008

For the success of the DMB market to meet consumers' demands for Ubiquitous Media and strengthen the nation's competitiveness, it's inevitable for us to activate DMB advertising as of main profit source for DMB Media, and to develop various types of DMB advertising which are linked to the profit model. So I'd like to look over the various types of DMB advertising which are suitable for DMB features as one of the efforts to activate DMB advertising. First of all, I've figured out what kinds of advertising are available for new media and which related technologies are required for DMB media. Through this research, I could find out what features of new media such as cable broadcasting, Internet and Mobile have become the source of developing various types of advertising and how to a great part to activate new media advertising markets by making the best use of their media features. This research also shows that DMB advertising has the high potential to be developed in various and effective types and kinds of advertising with its media feature and technological feature. This research observing DMB advertising cases showed that DMB advertising can be divided into 6 types such as forms, purposes, techniques, advertising positions, the use of LBS(Location Based Service), coupons and it could be developed into various kinds of DMB advertising dependent on each type. On the other hands, it would be great to have continual researches and follow-ups for various types of DMB advertising and the verification of the effectiveness for DMB advertising by performing potential DMB advertising.

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

• (The) Korean Journal of Advertising
• /
• v.27 no.3
• /
• pp.113-139
• /
• 2016

The purpose of this study was to investigate perception of media characteristics inorder to provide a theoretical background for the media mix strategy. Considering the qualitative-vale of each medium, this study conducted a survey consisting of 60 academic and advertising industry experts to examine how they perceive and evaluate the characteristics of TV, radio, newspaper, OOH, Internet, mobile, and digital signage in terms of media effectiveness. The results, first, show that 'media engagement', 'effective reach', and 'behavioral targeting' are three most important indices to assess the media effectiveness. Second, the Internet was best evaluated in its various aspects according to the MAIX model, which gauges the effectiveness of each advertising medium. The study also proved that each advertising medium has unique advantages so that each medium should adopt a strategic positioning to differentiate it from other media. As such, this study provides meaningful evidences to understand the various characteristics and competitive value of advertising media and useful guidelines for media planning.

• International Journal of Advanced Culture Technology
• /
• v.7 no.1
• /
• pp.77-83
• /
• 2019

Recently, as social media users have grown, the resulting form of advertising has emerged, and one of the types is native advertising. This advertising method appears to be 52% higher than the banner, according to a study by the IPG Media Lab (2013). Therefore, there is a positive effect on native advertising, but it is necessary to maximize the effect. In this paper, the acceptor's attitude to the native advertisement and the shared intention are verified as to how the effect of the native advertisement can be understood and the maximized effect can be obtained. When the brand phrase was in the form of direct exposure, the subjects were positive about the advertisement and the brand attitude was favorable. Share intentions were also high. These results included suggestions to produce native advertisements in consideration of the attitudes and sharing of the recipients.

• Asia pacific journal of information systems
• /
• v.28 no.3
• /
• pp.183-203
• /
• 2018

In the era of Web 2.0, social media advertising can simultaneously stimulate consumers' brand purchase intention and brand information sharing intention. Product sales and brand information diffusion are equally important for a company that conducts advertising. This study investigates how features of brand content influence social media advertising effectiveness by integrating the stimulus-organism-response model and classic advertising effectiveness models. An analysis of 267 survey questionnaires shows that brand content-related cues, including perceived uniqueness, perceived vividness, and perceived interactivity have significant effects on consumers' affective and cognitive involvement, which then affect their attitude toward brand content. As a result, the consumers' attitude toward the brand and their brand purchase intention, as well as their brand content sharing intention, are positively affected by attitude toward brand content. This study contributes to a better understanding of how social advertising works, which suggests that managers should effectively use social media to conduct advertising.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.6 no.4
• /
• pp.171-182
• /
• 2010

The precent, many outdoor advertisements in the media has such experience. Looking at the trend of outdoor advertising media, visual stimuli, causing extreme curiosity, stimulate emotion, expression, such as illogical to consumers using a variety of unexpectedness "surprising expression" attempt to give a strong impression on consumers appears to can. In this study, outdoor advertising media, outdoor advertising is now through the case study to evaluate the characteristics of the media in the unexpectedness, in the process based on components derived extraordinariness configure Tetrad Map and extraordinariness factors of outdoor advertising media Analysis of the key elements to configure the user experience factor that has the purpose of identifying the characteristics extraordinariness. As a result of analysis of outdoor advertising media element to configure the Visual / Installation / Technology / Story of the most important factors acting Visual elements were found to be leveraging. Components, as well as factors was higher than the interest factor involved. So now with the development of outdoor advertising media, the unexpectedness expression appears in the flow, limited to the visual aspect of extraordinariness factors that could be seen being used. Characteristics of outdoor advertising media in the past did not deviate more as consumers look to stimulate the technical attributes of a visual form that could be seen to be extended.

• International Journal of Contents
• /
• v.13 no.1
• /
• pp.76-85
• /
• 2017

This paper compares the difference in the degree of advertising avoidance between traditional media and the Internet. The study also examines customers' beliefs, attitudes, and behavior toward advertising to build a theoretical model that explains advertising avoidance. A survey was conducted to identify the influential factors. Findings indicate that on comparison, YouTube advertisements on the Internet were more problematic than TV commercial breaks, leading to high advertising avoidance on the part of consumers. Finally, using path analysis, a general advertising avoidance model based on the belief-attitude-behavior hierarchy is tested. The model shows that certain beliefs about advertising have direct effects on advertising avoidance behavior as well as on the attitude toward advertising.