• International Journal of Internet, Broadcasting and Communication
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• 제15권2호
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• pp.254-260
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• 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.

• 방송공학회논문지
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• 제13권2호
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• pp.245-250
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• 2008

효율적인 서비스 검색 기법은 무선 애드-혹 네트워크의 유용성을 위해 중요한 특성이다. 무선 애드-혹 네트워크는 어떤 기존의 네트워크 하부구조 또는 중앙 관리 체계의 도움 없이 무선 이동 노드들만으로 구성되는 임시 네트워크이다. 본 논문에서는 무선 애드-혹 네트워크를 위해 중복을 허용하는 다중 경로 라우팅 프로토콜을 사용하는 효율적인 서비스 검색 기법을 제안한다. 이 기법은 다중 경로 소스 라우팅 프로토콜의 장점뿐만 아니라 크로스-레이서 서비스 검색의 장점 역시 갖는다. 시뮬레이션을 통해서 이 기법이 각 노드에서 다중 라우팅 경로를 유지함으로써 경로 단절시 보다 빠른 라우팅 복구가 가능하며, 다중 경로의 수를 제한하고 링크/노드 중복을 허용하는 다중 경로를 유지하도록 함으로써 라우팅 유지 오버헤드를 줄인다는 것을 보인다.

• 복식문화연구
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• 제26권5호
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• pp.714-726
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• 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.

• 전자통신동향분석
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• 제33권2호
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• pp.22-29
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• 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.