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Evaluation of Internal Phosphorus Loading through the Dynamic Monitoring of Dissolved Oxygen in a Shallow Reservoir (수심이 얕은 저수지에서 용존산소 동적 모니터링을 통한 인 내부부하 평가)

  • Park, Hyungseok;Choi, Sunhwa;Chung, Sewoong;Ji, Hyunseo;Oh, Jungkuk;Jun, Hangbae
    • Journal of Environmental Impact Assessment
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    • v.26 no.6
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    • pp.553-562
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    • 2017
  • In these days, agricultural reservoirs are considered as a useful resource for recreational purposes, tour and cultural amenity for vicinity communities as well as irrigation water supply. However, many of the agricultural reservoirs are showing a eutrophic or hyper-eutrophic state and high level of organic contamination. In particular, about 44.7% of the aged agricultural reservoirs that constructed before 1945 exceed the water quality criteria for irrigational water use. In addition to external loading, internal nutrient loading from bottom sediment may play an important role in the nutrient budget of the aged reservoirs. The objectives of this study were to characterize variations of thermal structure of a shallow M reservoir (mean depth 1.7 m) and examine the potential of internal nutrient loading by continuous monitoring of vertical water temperature and dissolved oxygen (DO) concentration profiles in 2015 and 2016. The effect of internal loading on the total loading of the reservoir was evaluated by mass balance analysis. Results showed that a weak thermal stratification and a strong DO stratification were developed in the shallow M Reservoir. And, dynamic temporal variation in DO was observed at the bottom of the reservoir. Persistent hypoxic conditions (DO concentrations less than 2 mg/L) were established for 87 days and 98 days in 2015 and 2016, respectively, during the no-rainy summer periods. The DO concentrations intermittently increased during several events of atmospheric temperature drop and rainfall. According to the mass balance analysis, the amount of internal $PO_4-P$ loading from sediment to the overlying water were 37.9% and 39.7% of total loading during no-rainy season in 2015 and 2016, respectively on August when algae growth is enhanced with increasing water temperature. Consequently, supply of DO to the lower layer of the reservoir could be effective countermeasure to reduce nutrient release under the condition of persistent DO depletion in the bottom of the reservoir.

Restructuring of the Old-Age Income Maintenance System and Development Direction of the Seniority Pension Scheme in Korea (노령소득보장체계의 재구축과 경로연금제도의 발전방향)

  • Seok, Jae-Eun
    • Korean Journal of Social Welfare
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    • v.50
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    • pp.235-263
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    • 2002
  • The present study is designed to explore restructuring direction of the old-age income maintenance system and development direction of the Seniority Pension Scheme(SPS) in Korea. While the SPS is trifling scheme with tiny benefit amount and small budget, the SPS has important role that function as only public income maintenance scheme for both the low income class and the excluded from public pension and public assistance at present stage because of immature National Pension. This study starts with the research question why serious mis-matching problem between needs and resources in old-age income maintenance system occur. Thus this study explores fundamental change direction of the old-age income maintenance system which is coincide with further situation change(demography, labour market, family structure). Also this study explores desirable SPS's development direction as taking into account relation with other public old-age income maintenance system. This paper suggests basic direction of old-age income maintenance system as follows: principle of universal and individual security; principle of sustainability; principle of equity. Under general principle, this paper also proposes largely two development scenario of the SPS. The one is to maintain present transitional and provisional scheme with trying scheme's substantiality. The other is to change into permanent old-age income maintenance scheme for the excluded public pension and public assistance. At this point it is the public pension's role that the SPS's development direction is determined. If the public pension keep one pension per one earner as present system, non-contribution pension as present SPS should maintain continuously. However, if the public pension reorganize into basic pension of one pension per one person and earning-related pension, the SPS should be managed temporarily until mature of public pension. Therefore whether the public pension play basic security role for all elderly or not will determine the SPS development direction.

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A Study on the Establishment Process and Design Conception of KoKwan Park in Modern Busan (근대 부산에서 고관공원의 성립과 설계 사상)

  • Kang, Youngjo
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.31 no.4
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    • pp.22-32
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    • 2013
  • This study aimed to reveal the establishment process and design concept of KoKwan park built in modern Busan, which is called three major park includes YongDuSan park and TaeJeong Park, by analyzing BusanIlbo published modern period in Busan and 'Busan' published modern Busan prefecture. In KoKwan, there was installed DuMoPo Waegwan. The Japanese residents built the cemetery and memorial stone for Tsunohe Heigo's sudden death in the KoKwan hill, who was an envoy dispatched by Tsusima prefecture, in order to enhance awareness of the old territory DuMoPo Waegwan. In 1916, the Japanese residents repaired ruined the place by rasing funds and donated to Busan prefecture. Busan prefecture went public this place as a park. Meanwhile, In order to commemorate the 50th anniversary of the opening of Busan port, Oike Chusuke's memorial statue was built in private house neiboring KoKwan park. He became the richest person in Busan while engaged in commerce and industry since he come to the Busan the year before the opening of Busan port. He donate garden site includes his statue and 10,000 Won for KoKwan park construction expenses to Busan prefecture Busan prefecture invite Oya Rejo, who was Osaka-Hu's landscape designer, to design the KoKwan park. He visited Busan and survey KoKwan park and other Busan's park and submitted the plan to Busan prefecture. His Plan for KoKwan includes shrine and Oike's statue, arboretum and greenhouses, children's play garden, etc. Oya's design concept of KoKwan park was analyzed as follows: the juxtaposition of the sacred and secular, the succession of present landscape context, the complement of parks content, the tool of nation-state formation. KoKwan park was completed with cost 20,000 won, insufficient budget compared with Oya's estimated amount. However, in this thesis, it was not cleared whether Busan prefecture built the park as it was. In 1945, after the independence, KoKwan Park was destroyed due to build Dong-gu Office, houses. The remained subjects from this study are to clarify the process the destruction of the park.

A Study on Improvement of Vital Registration and Statistics System in Korea (인구동태신고 및 통계조사의 개선방안)

  • 신윤재
    • Korea journal of population studies
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    • v.11 no.1
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    • pp.58-75
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    • 1988
  • 1.Objectives of the Study It is a well known fact that a prompt and reliable data on demographic information is essential in a proper planning and evaluation of any program of national or community level. Especially vital statistics are an important demographic component among demographic information. Realizing the importance of vital statistics, the government has made some efforts for years to improve the vital registration system which has a close relationship with the production of vital statistics. However, it is still observed that there are some limitations in utilizing vital registration data due to considerable amount of vital events which are never registered and registered but not in time or inaccurately, even though vital registration system in Korea has sound legal basis. In this connection, the objectives of the study is as follows :(1) To examine some problems of the vital registration system in various aspects, (2) To make improvement programme of continuous Demographic Survey as a supplementary source of vital statistics, and (3) To find out some alternatives for making it possible to produce and utilize the reliable vital statistics by developing analytical methodologies on that. 2. Current Situation of Vital Registration System All the vital events, i.e. births, deaths, marriages and divorces, are to be registered in time under the Civil Registration Law, Statistics Law and Regulation on Vital Statstics as a duty of people. Some recent tendencies in each of recent registration are summarized as below: (1) The completeness of vital registration .Out of all births which are occurred during a year, around 75% of those compared to the estimates are registered in the year of occurrence. .In case of death registration, the percentage of registration in the year of occurrene has been gradually increased from 86.2% in the year of 1980, but it is still below the level of 90% compared to the estimates. .The percentage of registration for marriages and divorces in the year of occurrence out of total registered numbers was revealed to be 69% and 73% respectively in 1985. (2) Continuous Demographic Survey .It is a kind of sample survey for the purpose of producing reliable vital statistics which could not be provided by the vital registration. .It covers about 17, 000 sample households at national level and important information for vital events are collected in every month by 323 expertized enumerators who are regular staff of the government. .Although the result of the survey seems to be more reliable than of vital registration, the reliability of the data is still bellow the acceptable level if compared with relevant information from other sources such as population census or special surveys. 3. Problems of Vital Registration System There are four major obstacles in improving vital registration system in Korea; (1) In general, policy priority is not given on any programme of improving vital registration system. It is, therefore, very difficult to formulate comprehensive programme through having cooperation from related authorities and sufficient financial assistance. (2) In all the laws related and system itself, there is substantial degree of overlap and irrationality. Registration of each vital event is maintained according to several laws and regulation such as Civil Registration Law, Statistics Law, Resident Registration Law and Regulation on Vital Statistics. However they are mutually overlapped and overall supervision can not be done systematically due to lack of co-operation among the authorities concerned. (3) The administration of vital registration system seems to be working inefficiently, because of most of civil servants who are in charge of vital registration are lacking of conception on vital statistics and also there is a certain extent of regidity in handling the works. Therefore, they are doing their jobs in a passive way. (4) A substantial proportion of vital events occurred is not registered within the legal time limit (i.e. within one month after the occurrence in case of birth and death) or not registered forever. Some of social customs and superstitution seem to be the potential causes especially in case of births and deaths. 4. Recommendations for the Improvement of Vital Statistics (1) Reporting systems such as civil registration, vital statistics and resident registration should be integrated under the single law. Also, administrative supervision, personnel and budget with regard to the registration system should be under the control of a single ministry. (2) It is necessary to simplify the procedures and methods of reporting vital events, i.e., reducing number of sheets of the form, making corrections easily, reducing registration items, etc. (3) Continuous Demographic Survey as a supplementary source of vital registration should be improved and special ad-hoc surveys should be conducted wth regular interval. (4) In-depth analysis should be done using various sources of data on vital statistics. 5. Concluding Remarks From this study, we can notice that temporary campaign and motivation programs are not sufficient to improve the quality of vital statistics. Strong intentions and continuous efforts of the government are needed for the improvement of the vital registration system. Furthermore, most of the data collected through the registration are not properly analyzed and utilized, partly due to the lack of appreciation among high-level governmental officials of the need for vital statistics. It is, therefore, requested that long-term improvement programs of vital statistics be implemented with policy priority and continuous efforts be given to this purpose as a long-term goal of development in Korea.

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Groundwater Recharge Evaluation on Yangok-ri Area of Hongseong Using a Distributed Hydrologic Model (VELAS) (분포형 수문모형(VELAS)을 이용한 홍성 양곡리 일대 지하수 함양량 평가)

  • Ha, Kyoochul;Park, Changhui;Kim, Sunghyun;Shin, Esther;Lee, Eunhee
    • Economic and Environmental Geology
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    • v.54 no.2
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    • pp.161-176
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    • 2021
  • In this study, one of the distributed hydrologic models, VELAS, was used to analyze the variation of hydrologic elements based on water balance analysis to evaluate the groundwater recharge in more detail than the annual time scale for the past and future. The study area is located in Yanggok-ri, Seobu-myeon, Hongseong-gun, Chungnam-do, which is very vulnerable to drought. To implement the VELAS model, spatial characteristic data such as digital elevation model (DEM), vegetation, and slope were established, and GIS data were constructed through spatial interpolation on the daily air temperature, precipitation, average wind speed, and relative humidity of the Korea Meteorological Stations. The results of the analysis showed that annual precipitation was 799.1-1750.8 mm, average 1210.7 mm, groundwater recharge of 28.8-492.9 mm, and average 196.9 mm over the past 18 years from 2001 to 2018 in the study area. Annual groundwater recharge rate compared to annual precipitation was from 3.6 to 28.2% with a very large variation and average 14.9%. By the climate change RCP 8.5 scenario, the annual precipitation from 2019 to 2100 was 572.8-1996.5 mm (average 1078.4 mm) and groundwater recharge of 26.7-432.5 mm (average precipitation 16.2%). The annual groundwater recharge rates in the future were projected from 2.8% to 45.1%, 18.2% on average. The components that make up the water balance were well correlated with precipitation, especially in the annual data rather than the daily data. However, the amount of evapotranspiration seems to be more affected by other climatic factors such as temperature. Groundwater recharge in more detailed time scale rather than annual scale is expected to provide basic data that can be used for groundwater development and management if precipitation are severely varied by time, such as droughts or floods.

A Study on the Proposal for Extension of Local Autonomy and Financial Atonomy of Local Education

  • Park, Jong-Ryeol;Noe, Sang-Ouk
    • Journal of the Korea Society of Computer and Information
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    • v.26 no.3
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    • pp.155-165
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    • 2021
  • The measures to extend local education autonomy are as follows: First, it is necessary to correct the confusion of the legal system of the local education autonomy system. For this, Article 12, Paragraph 2 and 4 of the 「Special Act on Local Autonomy and Decentralization, and Restructuring of Local Administrative Systems」 which state that "The State shall endeavor to consolidate systems for autonomy in education and local government" and "The implementation of autonomy in education and the autonomous police system shall be prescribed separately by Acts" should be deleted. Second, it is necessary to clarify unnecessary legal matters and regulatory measures for unification at the national level and to proactively consider the introduction of the legal trust system, in which education affairs are designated as local governments' own work and the state carries out specific affairs. The decentralization of local education finance is a key factor for the development of local education autonomy, and it requires the transfer of authority and resources to the region, and the enhancement of local autonomy and corresponding responsibility. First, the ratio of special grants must be adjusted further (from 3% to 2%) or the ratio of national policy projects must be lowered. Second, the provision that requires a consultation with a mayor/governor when making a budget covered by transfers from general accounts should be deleted. Third, it is necessary to remove the elements that limit the authority of city and provincial councils. Fourth, it is necessary to integrate the national education tax and the local education tax to create the education autonomy tax (tentative name) for only one independent purpose. Fifth, it is necessary to strengthen the distribution of the total amount of grants and abolish the settlement regulations for the measurement items of standard financial demand. Sixth is the expansion of the participation of stakeholders and experts in the grant distribution process. Seventh, it is necessary to establish a long-term employment system by designating the education finance field as a special field. Eight is the expansion of cooperative governance.

Development of flow measurement method using drones in flood season (II) - application of surface velocity doppler radar (드론을 이용한 홍수기 유량측정방법 개발(II) - 전자파표면유속계 적용)

  • Lee, Tae Hee;Kang, Jong Wan;Lee, Ki Sung;Lee, Sin Jae
    • Journal of Korea Water Resources Association
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    • v.54 no.11
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    • pp.903-913
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    • 2021
  • In the flood season, the measurement of the river discharge has many restrictions due to reasons such as budget, manpower, safety, convenience in measurement and so on. In particular, when heavy rain events occur due to typhoons, etc., it is difficult to measure the amount of flood due to the above problems. In order to improve this problem, in this study, a method was developed that can measure the river discharge in a flood season simply and safely in a short time with minimal manpower by combining the functions of a drone and a surface velocity doppler radar. To overcome the mechanical limitations of drones caused by weather issues such as wind and rainfall derived from the measurement of the river discharge using the conventional drone, we developed a drone with P56 grade dustproof and waterproof performance, stable flight capability at a wind speed of up to 36 km/h, and a payload weight of up to 10 kg. Further, to eliminate vibration which is the most important constraint factor in the measurement with a surface velocity doppler radar, a damper plate was developed as a device that combines a drone and a surface velocity Doppler radar. The velocity meter DSVM (Dron and Surface Veloctity Meter using doppler radar) that combines the flight equipment with the velocity meter was produced. The error of ±3.5% occurred as a result of measuring the river discharge using DSVM at the point of Geumsan-gun (Hwangpunggyo) located at Bonghwang stream (the first tributary stream of the Geum River). In addition, when calculating the mean velocity from the measured surface velocity, the measurement was performed using ADCP simultaneously to improve accuracy, and the mean velocity conversion factor (0.92) was calculated by comparing the mean velocity. In this study, the discharge measured by combining a drone and a surface velocity meter was compared with the discharge measured using ADCP and floats, so that the application and utility of DSVM was confirmed.

A Consideration of Perception on Enforcement of Serious Accident Punishment Act(SAPA) among the Workers in the Nuclear Medicine Department (중대재해처벌법 시행에 따른 핵의학 종사자의 인식 고찰)

  • Lee, Joo-Young
    • Journal of the Korean Society of Radiology
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    • v.16 no.4
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    • pp.477-490
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    • 2022
  • Serious Accident Punishment Act(SAPA) went into effect as of Jan. 27, 2022. The subject of study was the worker of the nuclear medicine department and the investigation was aimed at identifying the present situation of their understanding on the issue in the here and now, which can be utilized as basic research for further study. The survey was conducted on 51 people of the worker in the nuclear medicine department. The general factors were classified by their gender, the scale of the hospitals, the period of career, and the detailed occupational categories. The conclusion was drawn, including 1 missing data in gender and 2 in the type of occupation. The targeted hospitals were tertiary hospital, university hospital, and general hospital which have nuclear medicine department in. The period of subjects' career was categorized by less than 3 years, 3 to 5 years, 5 to 10 years, and more than 10 years. The specific occupation was classified by in-vivo radiological technologist, radiation safety manager and others. The amount of pressure that the job entails was highest in the category of general hospital, the period of 3 to 5 years of job experience, and radiation safety manager each. The system of the code was well constructed in the category of general hospital, the period of less than 3-year career, and radiation safety manager, as they responded. The blood transmissible disease had the largest number of outbreak of accidents related to the serious industrial accident. In addition, the radiopharmaceutical dosing error had the highest number of outbreak of accidents related to the serious civil accident. Therefore, we need to improve SAPA, facility inspection, security of budget, security of professional manpower. It will help the stable use of radiation and ensure patient safety.

Application of Flux Average Discharge Equation to Assess the Submarine Fresh Groundwater Discharge in a Coastal Aquifer (연안 대수층의 해저 담지하수 유출량 산정을 위한 유량 평균 유출량 방정식의 적용)

  • Il Hwan Kim;Min-Gyu Kim;Il-Moon Chung;Gyo-Cheol Jeong;Sunwoo Chang
    • The Journal of Engineering Geology
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    • v.33 no.1
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    • pp.105-119
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    • 2023
  • Water supply is decreasing due to climate change, and coastal and island regions are highly dependent on groundwater, reducing the amount of available water. For sustainable water supply in coastal and island regions, it is necessary to accurately diagnose the current condition and efficiently distribute and manage water. For a precise analysis of the groundwater flow in the coastal island region, submarine fresh groundwater discharge was calculated for the Seongsan basin in the eastern part of Jeju Island. Two methods were used to estimate the thickness of the fresh groundwater. One method employed vertical interpolation of measured electrical conductivity in a multi depth monitoring well; the other used theoretical Ghyben-Herzberg ratio. The value using the Ghyben-Herzberg ratio makes it impossible to accurately estimate the changing salt-saltwater interface, and the value analyzed by electrical conductivity can represent the current state of the freshwater-saltwater interface. Observed parameter was distributed on a virtual grid. The average of submarine fresh groundwater discharge fluxes for the virtual grid was determined as the watershed's representative flux. The submarine fresh groundwater discharge and flux distribution by year were also calculated at the basin scale. The method using electrical conductivity estimated the submarine fresh groundwater discharge from 2018 to 2020 to be 6.27 × 106 m3/year; the method using the Ghyben-Herzberg ratio estimated a discharge of 10.87 × 106 m3/year. The results presented in this study can be used as basis data for policies that determine sustainable water supply by using precise water budget analysis in coastal and island areas.

A Study on the Meaning and Strategy of Keyword Advertising Marketing

  • Park, Nam Goo
    • Journal of Distribution Science
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    • v.8 no.3
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    • pp.49-56
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    • 2010
  • At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.

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