• 지식경영연구
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• 제16권1호
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• pp.193-208
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• 2015

With the rapid growth in the use of digital advertising media among consumers, there is an increasing interest in the utilization of virtual advertising and PPL as an alternative to traditional television advertising. Nonetheless, few studies have compared the effects of these new advertising platforms, still lacking knowledge on their relative effects for maximizing advertising effectiveness. This study, thus, intends to compare virtual advertising and PPL with respect to advertising effectiveness (i.e., consumer evaluations of advertising attributes, brand attitudes, and purchase intentions), controlling for the level of product involvement. An experiment was conducted with a sample of 360 participants and actual ads were used as test stimuli. According to the results, consumers exhibit more favorable evaluations on all the three advertising attributes (i.e., entertainment, informativeness, and irritation) for high-involvement products, whereas, for low-involvement products, virtual advertising is perceived to be more irritating than PPL. In particular, the effect of informational value of virtual advertising on brand attitudes was found to be most significant. In addition, for high-involvement products, virtual advertised products. Advertising practitioners may have to consider these results and fully utilize the advantages of virtual advertising and PPL in order to achieve maximum advertising effectiveness.

• 한국멀티미디어학회논문지
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• 제25권4호
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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.

• 한국콘텐츠학회논문지
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• 제9권8호
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• pp.219-230
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• 2009

본 연구는 한국과 일본의 신문광고가 사용하고 있는 광고소구는 구체적으로 어떻게 다른지에 대해 주목하고 있다. 본 연구에서는 광고가 문화의 반영물이라는 기본적인 가정 아래 한 일 두 나라의 광고를 비교 하였다. 실증연구에서는 한국과 일본의 신문광고를 내용분석이라는 연구방법을 통해 비교분석을 실시했다. 본 연구에서는 한국과 일본의 중앙지에 게재된 광고 411개(한국 209개, 일본 202개)를 대상으로 내용분석을 실시했다. 분석결과 한국과 일본 양국의 신문광고가 사용하는 광고소구는 통계적으로 유의한 차이가 있는 것으로 입증됐다. 이는 한국과 일본 양국의 문화의 차이에 기인한 것으로 해석될 수 있다. 앞으로 광고의 크리에이티브 전략, 매체 전략 등 다양한 분야에서의 한 일간 후속연구가 실시돼야 할 것으로 보인다.

• 디자인학연구
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• 제14권2호
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• pp.127-136
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• 2001

The aim of this study is to examine and compare Koreans and Japanese creativities in advertising. It was to analyze empirically their creativities appreciated in 200 TV commercials broadcasted between 1992 and 1998. The content analysis, was a useful process, provided very important clues for comparative analysis. Many difference were found in the examined TV commercials in Korea and Japan. It showed major difference in ways in which the level of noise, the using of cuts, social space, camera work, etc. except preference of jingle, colors, elements of tradition. The most distinctive difference is that the Japanese TV commercials deal with atmosphere than the Korean commercials. This result may help to explain a common social phenomenon of not losing the original culture in each society, as a result of "international acculturation" and the subsequent "indigenization by adaptive change"

• 디지털산업정보학회논문지
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• 제7권4호
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• pp.153-168
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• 2011

UCC paradigm based on Web 2.0 has made new business models and came to the forefront as a commercial media. The purpose of this study is to analyze the customer attitudes toward UCC and it effects as a commercial media. Based on prior studies of Internet and Web advertising, informativeness, entertainment, irritation, trust, usefulness, ease of use, incentives, innovativeness, and flow were identified as affecting factors of the attitude of UCC advertising. Results show that all factors except ease of use and incentives significantly related to the attitude of UCC advertising in Korea. In China, all factors except informativeness, entertainment, and usefulness were found to be significantly related to the attitude of UCC advertising. Customer attitude toward UCC advertising was also found to be significantly related to the such effects as brand attitude, word of mouth and intention to buy in both countries. This study contributes to improve the understanding of UCC as a commercial media and provide the base of activation strategies for it according to the cultural differences.

• 산업경영시스템학회지
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• 제46권3호
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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.

• 디자인학연구
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• 제17권2호
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• pp.105-112
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• 2004

광고연구에서 거시적 접근은 전체의 흐름을 파악하거나 문제를 발견하는 데에 용이하게 해준다. 본 논문은 이러한 거시적 접근으로서 광고를 하나의 TV미디어 컨텐츠로 보고, 사회ㆍ문화적 영향력에 있어서 실제로 수용자들이 인식하는 것은 어떤 것인가를 알아보려는 것이다. 특히 TV컨텐츠 중에서 개인의 가치관 형성에 영향력을 미치는 드라마와 영화를 비교하여 조사해 봄으로써 그 영향력의 실체를 입체적으로 밝혀 보려고 시도하였다. 광고가 갖는 TV미디어 컨텐츠로서의 영향력 측정은 피조사자에게 28개 가치관 항목에 대한 개개인의 영향력을 광고ㆍ드라마ㆍ영화 세 가지에 대하여 응답하게 하였고, 이를 통계처리 하였다. 조사결과, TV미디어 컨텐츠로서의 광고에 대해 유의미한 가치관 항목이 '성취감', '변화 있는 생활', '진취적으로 사는 것'과 같은 것으로 인식되고 있었는데, 이것은 주로 광고를 통해서는 다른 두 개 컨텐츠에 비교되며, 사회ㆍ문화적 측면에서 어떤 변화를 주도하는 것과 새로움, 진취적인 삶의 방식에 대해 영향을 받고 있고, 그렇게 인식하고 있는 것으로 보여진다.

• Asia pacific journal of information systems
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• 제16권4호
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• pp.239-254
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• 2006

Location-based advertising or application has been one of the drivers of third-generation mobile operators' marketing efforts in the past few years. As a result, many studies on location-based marketing or advertising have been proposed for recent several years. However, these approaches have two common shortcomings. First. most of them just suggested the theoretical architectures, which were too abstract to apply it to the real-world cases. Second, many of these approaches only consider service provider (seller) rather than customers (buyers). Thus, the prior approaches fit to the automated sales or advertising rather than the implementation of CRM. To mitigate these limitations, this study presents a novel advertisement recommendation model for mobile users. We call our model MAR-CF (Mobile Advertisement Recommender using Collaborative Filtering). Our proposed model is based on traditional CF algorithm, but we adopt the multi-dimensional personalization model to conventional CF for enabling location-based advertising for mobile users. Thus, MAR-CF is designed to make recommendation results for mobile users by considering location, time, and needs type. To validate the usefulness of our recommendation model. we collect the real-world data for mobile advertisements, and perform an empirical validation. Experimental results show that MAR-CF generates more accurate prediction results than other comparative models.

• 패션비즈니스
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• 제11권2호
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• pp.113-128
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• 2007

The purpose of this study was to comparatively analyze advertisements of prestigious products and domestic fashion brands through fashion magazines. Especially, a comparative analysis of creative advertising strategies of prestigious products and fashion brands will be vital in establishing advertising strategies and marketing planning of domestic fashion brands. This study targeted and analyzed all the advertisements of prestigious fashion products and domestic career women's high-end casual brands printed in VOGUE KOREA and ELLE KOREA in 2005 and 2006. Descriptive statistics and x2-test were used. As a result of the analysis, prestigious product advertisements accounted for 197 (57.9%), and domestic fashion 143 (42.1%) out of a total of 764. Except for duplicates, the 340 advertisements analyzed, were selected for this study. Luxury fashion brand advertising accounted for more than domestic fashion brands in the magazines studied. That is luxury fashion brands have greater exposure to consumers. Based on the results drawn in this study for fashion products, various and unique advertising strategies utilizing visual factors that most effectively delivered to consumers are imminently needed as creative strategy measures in domestic fashion advertising.

• 한국조사연구학회지:조사연구
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• 제11권3호
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• pp.57-79
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• 2010

본 연구는 정책평가방법에 따라 표시 광고규제의 정책성과에 대한 평가결과를 비교분석하였다. 이를 위해 우리나라 표시 광고규제의 주요정책인 중요정보고시제도, 표시광고실증제도, 임시중지명령제도, 정정광고제도를 평가대상으로 선정하였다. 그리고 소비자 관점의 전문가와 기업의 표시 광고업무 실무자, 공정거래위원회에서 소비자정책을 담당하는 전 현직 공무원 등 총 76명을 직접 방문하여 구조화된 설문지와 병행하여 면접법으로 자료를 수집하였다. 본 연구의 결과 정책성과에 대한 평가방법에 따라 기업의 표시 광고업무 실무자들과 정책담당자들의 정책별 평가순위에 소폭의 변동이 있었으며, 기존의 일반적인 단순평가 결과는 '문항의 중요도'를 반영한 가중평가와 '판단에 대한 확신성'을 고려한 퍼지평가에 비해 상향된 평가점수가 산출되었다. 이는 정책성과 평가에 있어 어떠한 평가방법을 사용하는가에 따라 평가결과가 다르게 나타날 수 있음을 시사한다.