• Journal of the Korean Society of Costume
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• v.51 no.3
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• pp.19-31
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• 2001

The purpose of this study was to construct fashion banner advertising strategy. For this purpose, the following hypotheses were set up : (a) analyze the present state of the fashion banner advertising, (b) examine whether it is any difference of the fashion banner advertising by their demographic variables, media using groups, clothing involvement and brand loyalty. A sample of 553 people in the age group 16-34s living in Seoul were selected from internet users. The data were analysed with Frequency, Percentage, ANOVA. Duncan test by using SPSS Package. The results of this research were as follows : First, fashion banner advertising took the first step. there was small in number. Second, it was found that the attitude of fashion banner advertising had some difference depending on their demographic variables, media usage groups, clothing involvement and brand royalty. Female in lower age groups were greater interests in illustrated/inquisitive fashion banner advertising. And high involvement groups preferred the fashion banner advertising.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.105-125
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• 2001

A rapid in increase in population of Internet users made the Internet appeared to be an important advertising medium. Under this situation, one of important research issues will be one related to measurement of Internet advertising effect. This study was carried out with three following projects which set up on the basis of the Modified Elaboration Likelihood Model of Cho(1999). (1) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels. (2) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels and website types. (3) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels and banner advertisement types. The experiment was conducted in a manner that virtual websites and banner advertisements produced for the purpose of this study were classified into eight groups according to the product involvement levels, website types and banner advertisement, and then questionnaire sheets were filled out. The results of empirical analysis are summarized by the research projects as follows. (1) The banner click, advertising attitude and buying intention according to the product involvement levels were not significant. (2) There was no significant difference in the banner click according to the product involvement levels and website types. In the advertising attitude, there was a significant effect of interaction, whereas in the buying intention there was no significant effect of interaction. (3) There was a significant difference in the banner click by the product involvement levels and banner advertisement types. Concretely the click rate appeared to be high in literal banner advertisement for a product with high involvement and in pictorial banner advertisement for a product with low involvement. It is expected that this study can provide Internet advertising researchers and managers with theoretical and the practical informations.

• Proceedings of the Safety Management and Science Conference
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• 2000.05a
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• pp.55-60
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• 2000

In recent dates, Internet advertising effects are expanded by the steep increment of the Internet users and the extension of the advertising market will be accelerated through Internet. This paper indicates the importance of Internet advertising and suggests the solution of a network advertising service. The system Is divided into an Advertise Server, an Advertiser and a Web Publisher. This study proposes both the collection and the analysis of traffic data in real time. Also, the banner advertising frames are smoothed for the impression using the solution for the banner exchange engine and are developed using various impression methods, that is, Fixed/variable Banner, Scheduling Banner, Multi-Impression Banner, and Frame Remote Control to increase the advertising effect. And then to increase the advertising effect web publisher, which is specialized in lottery site, is constructed using the network advertising service and various advertising technology.

• Journal of the Korea Safety Management & Science
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• v.2 no.2
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• pp.177-185
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• 2000

In recent dates, Internet advertising effects are expanded by the steep increment of the Internet users and the extension of the advertising market will be accelerated through Internet. This paper indicates the importance of Internet advertising and suggests the solution of a network advertising service. The system is divided into an Advertise Server, an Advertiser and a Web Publisher. This study proposes both the collection and the analysis of traffic data in real time. Also, the banner advertising frames are smoothed for the impression using the solution for the banner exchange engine and are developed using various impression methods, that is, Fixed/variable Banner, Scheduling Banner, Multi-Impression Banner, and Frame Remote Control to increase the advertising effect. And then to increase the advertising effect web publisher, which is specialized in lottery site, is constructed using the network advertising service and various advertising technology.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.170-177
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• 2011

As the Internet market develops and grows, the Internet advertising has emerged as a critical medium of advertisement and become important in a modern society. In addition, the Internet advertising is more fascinating and attractive than other media in terms of diversity and absorption. In the Internet banner advertising, for example, various expression methods which attract attention from users have been more than just visual advertisement, arousing curiosity and interest. Especially, humorous expressions in the Internet banner advertising have brought a new paradigm to advertising market. Therefore, this paper has investigated the patterns of humorous expressions in banner advertising and analyzed the related case studies to make a contribution to the effective production of the Internet banner advertising, which induces user awareness and selection. For this, it has been attempted to analyze humorous patterns and involvement that are found in humorous banner advertisings such as CIA Athletica, Panadol, Toy & Stok, Adidas and Lipton among the banners which have relatively high preference in Banner blogs.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.736-752
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• 2012

The purpose of this study was to identify the effectiveness of fashion banner advertising according to university students' attitudes toward internet advertisement(IA). Factors of IA were information, entertainment, negative, benefit, and topicality. A self-administered questionnaire was used for data collection. Subjects(n=678) were participated in the survey and they were segmented into IA positive group, IA intermediate group, IA indifferent group, and IA negative group. IA positive group included more women with higher household income and clothing expenditure. They preferred shopping at open market on-line malls. IA intermediate group included more women with lower income and clothing expenditure. They preferred shopping at on-line malls. IA indifferent group included more men with lower income and less clothing expenses. Banner advertisement with mixed appealing was the most effective to the university students in terms of preference and click and purchase intention. IA positive group showed the highest level of preference and click and purchase intention to the banner with rational appealing, banner with emotional appealing, and the banner with mixed appealing. IA indifferent group showed the lowest level. IA intermediate group showed a positive attitude to the banner with rational appealing and mixed appealing. IA negative group showed the lowest level of click and purchase intention to the banner with rational appealing.

• Archives of design research
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• v.14 no.3
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• pp.107-116
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• 2001

Despite young age, Internet, as new advertising media, is actively studied worldwide. In 1995, the department of multimedia-related study was first founded in Technical Institute and has carried out the On Internet banner, user is not an object to accept only a message but has a specification to contact with banner actively having various motivation and desire. Internet advertising has various types but banner and e-mail type advertising are main stream. In the view point of recognition and concern rate, banner is very effective because it does not set limit to specific target, but is shown to unspecific audience. Acceding to studies, usage frequency and effect of e-mail type advertising is growing up. And e-mail type advertising is more active because it can target specific audience with various life style. If we can say banner is not so effective in spite of simply good exposure frequency, we can find theoritical background that e-mail type advertising is more effective internet advertising media because high click frequency. And we suppose that this study can be a guide line for measuring process of Internet advertising effect.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.505-510
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• 2012

As games have been used throughout the advertisement design in diverse ways, the paradigm of the internet advertising has also been changed. At the same time, there has been a growing tendency among companies to maximize the purpose of advertising by using game-like internet banner advertising, which provides internet-users with the information of the advertisements by exposing specific information, brands, characters, or image. In spite of the quantitative expansion of the game-like internet banner ads, according to a survey with regard to their click-through rate(CTR), the result indicates the CTR is less than 0.5%. Therefore, this study aims to examine what types of displaying elements of the game-like banner ads gaining in popularity can leave the users with a strong impression, and also to explore what types of displaying elements need to be highlighted for the users' active and aggressive access to internet banner advertisements. Currently advertised game-like banner ads on the internet web sites in different fields are selected. Then, they are analyzed by using seven categories. The findings are expected to lay out systematic and practical guidelines for the future production of game-like banner ads.

• The Journal of the Korea Contents Association
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• v.9 no.11
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• pp.363-375
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• 2009

This study is to verify effects of banner advertising by context effect in web contents. For this, it analyzed the effects of banner advertising by association of internet article's contents, emotion, difficulty of article and the level of involvement. According to the result of experimental design, banner advertising effects by context effects of web contents were high in the following cases; in the case when the contents were highly associated with banner advertising; in the case when the positive emotions were formed by the internet article; in the case when the difficultly of article was low; and in the case when consumer's involvement was high. And also, when the contents were highly associated with the advertising, the content effects of web contents were high even in the case when the negative emotions were formed; in the case when the difficulty of article was high; and consumer's involvement was low.

• Proceedings of the Korea Society of Design Studies Conference
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• 2003.05a
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• pp.220-221
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• 2003