• International Journal of Internet, Broadcasting and Communication
• /
• v.15 no.2
• /
• pp.254-260
• /
• 2023

Recently, the cross-model strategy of using male models in advertisements for women's cosmetics has been increasingly utilized. Academics have begun to discuss and study cross-model advertisements, but most of the studies have focused on the effects of the presence of a cross model. We investigated the effects of a crossmodel's product demonstration as an advertising creative strategy on consumer's attitudes toward the ad. We examined the effects of a male model demonstrating the advertised products for women's cosmetics on female consumers' attitudes toward the ad. As a result, we found that when a male model demonstrated a product in a women's product advertisement, consumers' attitudes toward the ad were more positive the higher their product involvement. Therefore, product involvement was found to be a moderating variable in the effect of cross-model product demonstration on attitudes toward the ad. This study contributes to the line of research on the effect of cross-model and product demonstration advertising, providing practical implications for advertising practitioners.

• Journal of Broadcast Engineering
• /
• v.13 no.2
• /
• pp.245-250
• /
• 2008

Efficient service discovery mechanism is a crucial feature for the usability of a wireless ad-hoc network. A wireless ad-hoc network is a temporal network formed by a collection of wireless mobile nodes without the aid of any existing network infrastructure or centralized administration. We propose an efficient service discovery mechanism using non-disjoint multi-path routing protocol for a wireless ad-hoc network. Our scheme has advantages of not only multi-path routing protocol but also cross-layer service discovery. By simulation, we showed that faster route recovery is possible by maintaining multiple routing paths in each node, and the route maintenance overhead can be reduced by limiting the number of multiple routing paths and by maintaining link/node non-disjoint multi-path.

• The Research Journal of the Costume Culture
• /
• v.26 no.5
• /
• pp.714-726
• /
• 2018

This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) ${\times}2$(consumer innovativeness: high vs. low) ${\times}2$(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.

• Electronics and Telecommunications Trends
• /
• v.33 no.2
• /
• pp.22-29
• /
• 2018

A multi-channel network(MCN) is an organization that works with video platforms, such as YouTube, to offer assistance to channel owners in areas such as "products, programming, funding, cross-promotion, partner management, digital rights management, monetization/sales, and/or audience development" in exchange for a percentage of the ad revenue from the channel. This paper examines the market trends, business trends, and future evolution of an MCN. It also examines the status of the MCN industry in the media industry and the strategic direction for future industry development.