• Journal of Distribution Science
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• v.20 no.8
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• pp.123-133
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• 2022

Purpose: As moment-based marketing messages (i.e., messages related to current moments or event), companies put significant investments to distribute TV advertising related to external moments in a retail environment. While the literature offers strong support for the value of distributions of context-based messaging to advertisers, less attention has been given to how to design those messages to effectively communicate across channels. This research adds a new dimension of analysis to the study of advertising context and its cross-channel effects on online consumer behavior. Research Design, Data and Methodology: A system-of-equations Tobit regression model was adopted using data collected from an advertising agency that consists of 1,223 TV ads aired during the Rio Olympics and NCAA, tagging from consumers, and a text analysis. Results: First, TV ads with high centrality of context lead to lower online search behavior and higher online social actions. Second, how brands can design messages more effectively was explored by using product information as a moderator that could improve the impact of context-based TV advertisements. Conclusions: Given that expenses in traditional channels are still one of the biggest channel management decisions, it is critical to understand how consumer engagement varies by design of context-based TV advertising.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.46 no.3
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• pp.32-40
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• 2023

Recently, there are some outdoor floor advertising lighting devices as one of the active marketing methods. However, for outdoor use, there are many restrictions due to the Outdoor Advertisement Act, according to requiring high-output heat generation, waterproofing, and AC power, etc. The purpose of this study is to develop a Duo Light product optimized for indoor use through publicity and information guidance in normal times and automatic evacuation route guidance display in case of disaster, in conjunction with disaster safety. To that end, patent search and patent association analyses were conducted, and a comparative analysis with commercial products was conducted as a case study. In addition, prototypes were designed and produced through the review of operation principles, where field environment surveys and self-tests were conducted. Also, technology roadmaps were presented by preparing plans for expandability and advancement of products. For the analysis of technology commercialization, the feasibility of technology commercialization was examined through the analysis of Jolly's Model and Lean Canvas Model. The results of this study will be able to contribute to minimize human damage through the effective response to disasters, which can increase the effect of indoor advertising by using the proposed indoor floor advertising lighting device in advertising and disaster situations.

• Archives of design research
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• v.16 no.1
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• pp.103-116
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• 2003

As the globalization become the main stream in our world, there is no exception also on the cultural section. And we are En the midst of this rapid transition. In the case of advertising market, we opened to those agencies in abroad in the early year of 1990 and now completely opened. On this thesis, the multinational corporation advertising was studied and researched by empirical case study. The main topic is the value expression in the advertising creativity viewed on the cultural level. The multinational corporations that have an eminent, powerful brands produces much of goods wend widely with their powerful brands and extend their marketing activities to abroad. For example, those non-alcoholic beverages, pharmaceutical products, cosmetics, electronic appliances, vehicles, sports shoes, clothes are their main exports, and they broaden the product category, market size to the global market. They also use an expert marketing skill accumulated for a long time. The advertising activities is one of the useful method to extend their global market abroad enhacing continuously brand value. And much of the multinational corporation's advertising are suspected of negative effects that advertisements works on a tool which curies so called uniformed ideology - various ruling ideology - with commercial messages. These advertising affect an developing country's moral value, life style, social value, and others. And they weaken those developing country's unique tradition, culture by putting their own ideology. Those who have a critical position on the advertising activities have been careful in judging it's effects. The result of this study which of the value system is expressed in the multinational corporation's advertisements are; First, the self - esteem value is classified by western value, and it was founded out much more in the domestic corporation's advertisements then multinational ones. Second, the security value system is classified by western value system, and it's outcome was much the same as former one. Consequently, the multinational corporation's advertisements have less of an western value expression relative to korean advertisements. Those outcomes may infer that the multinational corporations prefer to an compromise creative strategy in korea for avoiding cultural conflicts.

• Journal of Digital Convergence
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• v.11 no.3
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• pp.33-40
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• 2013

The smart media has changed the patterns of advertising information consumption and media usage behavior drastically. The smart advertisements, however, have failed to perform as sophisticated as the smart devices carried out. In this respect, this study is designed to figure out the current situation and the ecosystem of smart advertising and to prepare its activation plan through a survey(FGI), which will be able to give policy suggestions about smart media and advertising. In conclusion, this study points out that the proliferation of smart advertising needs to install "Smart Media Representative" which provides independable decisions on the regulation of smart advertising, the system of price, standardization of advertising, the development of various forms of advertisements, the scientific measurement of the effectiveness, the protection of privacy, professional manpower training, etc.

• Journal of Convergence for Information Technology
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• v.11 no.1
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• pp.71-79
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• 2021

This study looked at the conflict between the aspect of the use of personally non-identifiable information for the development of the big data industry and the digital advertising industry and the aspect of personal information protection. In order to achieve the research purpose, this study focused on literature research such as thesis, legal texts, administrative regulations, and recent media articles. As a result of this study, the main issues related to the protection of personally non-Identifiable Information in digital behavioral advertising were 'conflict between freedom of advertising expression and personal rights', 'personalization of unidentifiable information', 'information imbalance'. In this regard, as measures to protect personally non-identifiable information in digital behavioral advertising, it was proposed to 'harmonize with freedom of advertising expression and personal rights, 'improve notification and consent. process', and 'reinforce the right to control personal information'.

• The Korean Society of Law and Medicine
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• v.17 no.2
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• pp.177-219
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• 2016

A commercial advertisement is not only a way of competition but also a medium of communication. Thus, it is under the constitutional protection of the freedom of business (article 15 of the Constitution) as well as the freedom of press [article 21 (1) of the Constitution]. In terms of the freedom of business or competition, it should be noted that an unfair advertising (false or misleading advertisement) can be regulated as an unfair competition, while any restraint on advertising other than unfair one might be doubted as an unjustifiable restraint of trade. In terms of the freedom of press or communication, it is important that article 21 (2) of the Constitution forbids any kind of (prior) censorship, and the Constitutional Court applies this restriction even to commercial advertising. In this article, the applicability of these schemes to advertising of the so-called learned professions, especially physician, are to be examined, and some proposals for the reformation of the current regulatory regime are to be made. Main arguments of this article can be summarized as follows: First, the current regime which requires advance review of physician advertising as prescribed in article 56 (2) no. 9 of Medical Act should be reformed. It does not mean that the current interpretation of article 21 of the Constitution is agreeable. Though a commercial advertising is a way of communication and can be protected by article 21 (1) of the Constitution, it should not be under the prohibition of censorship prescribed by article 21 (2) of the Constitution. The Constitutional Court adopts the opposite view, however. It is doubtful that physician advertising needs some prior restraint, also. Of course, there exists severe informational asymmetry between physicians and patients and medical treatment might harm the life and health of patients irrevocably, so that medical treatment can be discerned from other services. It is civil and criminal liability for medical malpractice and duty to inform and not regulation on physician advertising, to address these differences or problems. Advance review should be abandoned and repelled, or substituted by more unproblematic way of regulation such as an accreditation of reviewed advertising or a self-regulation preformed by physician association independently from the Ministry of Health and Welfare or any other governmental agencies. Second, the substantive criteria for unfair physician advertising also should correspond that of unfair advertising in general. Some might argue that a learned profession, especially medical practice, is totally different from other businesses. It is performed under the professional ethics and should not persue commercial interest; medical practice in Korea is governed by the National Health Insurance system, the stability of which might be endangered when commercial competition in medical practice be allowed. Medical Act as well as the condition of medical practice market do not exclude competition between physicians. The fact is quite the opposite. Physicians are competing even though under the professional ethics and obligations and all the restrictions provided by the National Health Insurance system. In this situation, regulation on physician advertising might constitute unjustifiable restraint of competition, especially a kind of entry barrier for 'new physicians.'

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.376-383
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• 2019

In recent decades, China's economy has grown rapidly and two-dimensional bar code-based payments services have been activated. This is a model that will be introduced by developing countries that lack mobile payment infrastructure, and countries that are looking to leap into cashless societies are also drawing attention. Along with this, the existing CRM market is expanding around the mobile device called m-CRM, and research is active on the importance of collective use for online advertising and two-dimensional bar code-based payments services. Therefore, through this study, we have explored the concepts and status of online advertising and customer relationship management which using the two-dimensional bar code-based system, and designed and implemented the method and mobile application system to effectively disseminate transactional advertising information at the point of sale or at the point of share. We also presented an application approach to look at the direction of two-dimensional bar code-based ads contents sharing system and its development.

• Korean journal of communication and information
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• v.22
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• pp.131-166
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• 2003

The opening of advertising market and introduction of the free competition doctrine make the competition harsher among advertising agencies. Advertising agencies do their best to execute their ad more efficiently and scientifically. But, it is the reality that broadcasting advertising industry in korea did not construct enough infrastructure to execute the systematic activities compared with that of advanced countries. So, we need to grasp the present conditions and draw a time-table to construct primarily necessary infrastructures. In case of hardware infrastructure in advertising industry, digitalization of broadcasting and convergence of broadcasting with telecommunication make it hurry to construct that. But as the ad agencies was in the situation to compete each other, they have a difficulty to construct common hardware infrastructure enthusiastically. Thus, it is necessary to build hardware infrastructure in advertising industry for policy. And the construction of that should be executed systematically not for the short term effects but for the long term objectives. Also, it is the most important to construct reliable Software infrastructure in advertising industry from all of ad agencies. In these days, ad agencies have a tendency not to believe the important information, like the data of ratings and advertising transaction information, in relation to the advertising activities. And they do not share and communicate about the information of the advertising industry trends, research trends, advertisement related information. So, it is also hurry to build the on-line and off-line database system. Finally, for the development of brainware infrastructure in advertising industry, it is the most necessary to activate the cooperation relation between university and advertising agencies. Universities need to invite experts in the advertising to teach the students practical knowledge and ad agencies to recruit students who want to develop their carrier in the advertising industries. In conclusion, advertising industry in korea to solve these tasks for the development of advertising industry infrastructure in the way of cooperation and harmony of each other rationally and efficiently.

• Journal of Intelligence and Information Systems
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• v.19 no.3
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• pp.73-91
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• 2013

Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time, and this sheds light on how location-based technology is utilized to achieve competitive advantage in advertising market. With the introduction of smartphone, the functionality of smartphone has become much more diverse and context awareness is one of the areas that require further study. This work analyses the influence of context awareness value resulted from the transformation of advertising channel in mobile communication market, and our research result reflects recent trend in advertising market environment which is not considered in previous studies. Many constructs has intensively been studied in the context of advertising channel in traditional marketing environment, and entertainment, irritation and information are considered to be the most widely accepted variables that has positive relationship with advertising value. Also, in smartphone advertisement, four main dimensions of context awareness value are recognized: identification, activity, timing and location. In this study, we assume that these four constructs has positive relationship with context awareness value. Finally, we propose that advertising value and context awareness value positively influence smartphone advertising attitude. Partial Least Squares (PLS) structural model is used in our theoretical research model to test proposed hypotheses. A well designed survey is conducted for college students in Korea, and reliability, convergent validity and discriminant validity of constructs and measurement indicators are carefully evaluated and the results show that reliability and validity are confirmed according to predefined statistical criteria. Goodness-of-fit of our research model is also supported. In summary, the results collectively suggest good measurement properties for the proposed research model. The research outcomes are as follows. First, information has positive impact on advertising value while entertainment and irritation have no significant impact. Information, entertainment and irritation together account for 38.8% of advertising value. Second, along with the change in advertising market due to the advent of smartphone, activity, timing and location have positive impact on context awareness value while identification has no significant impact. In addition, identification, activity, location and time together account for 46.3% of context awareness value. Third, advertising value and context awareness value both positively influence smartphone advertising attitude, and these two constructs explain 31.7% of the variability of smartphone advertising attitude. The theoretical implication of our research is as follows. First, the influence of entertainment and irritation is reduced which are known to be crucial factors according to previous studies related to advertising value, while the influence of information is increased. It indicates that smartphone users are not likely interested in entertaining effect of smartphone advertisement, and are insensitive to the inconvenience due to smartphone advertisement. Second, in today' ubiquitous computing environment, it is effective to provide differentiated advertising service by utilizing smartphone users'context awareness values such as identification, activity, timing and location in order to achieve competitive business advantage in advertising market. For practical implications, enterprises should provide valuable and useful information that might attract smartphone users by adopting differentiation strategy as smartphone users are sensitive to the information provided via smartphone. Also enterprises not only provide useful information but also recognize and utilize smarphone users' unique characteristics and behaviors by increasing context awareness values. In summary, our result implies that smartphone advertisement should be optimized by considering the needed information of smartphone users in order to maximize advertisement effect.

• Archives of design research
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• v.15 no.3
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• pp.115-126
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• 2002

The occupational execution technique and the ability of people has been changed along with the change of thinking and the development of complicated social structure. The needs of learner's self-controlled learning system is arise to increase the occupational execution technique and adaptation in such a changing social environment. To meet these needs, we must develop systematic approach on the module-type educational material system. The purpose of this study lies on developing the module-type educational material system and its application in aspects of occupational execution ability. Based on the job analysis of advertising design, 1 analyze the learning ability for the occupational execution and abstract knowledge, function, attitude from each learning category of each learning ability. All these processes are the basis of developing the module-type educational material system. and the system will be appreciated in many other fields not only on advertising design.