• 디지털융복합연구
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• 제13권8호
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• pp.207-220
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• 2015

본 연구는 광고 산업종사자들을 대상으로 감성지능(EI)과 일-가정 갈등(WFC)이 직무성과와 이직의도 등 조직효과성에 어떠한 영향을 미치는지 실증적으로 분석하였다. 분석 결과, 감성지능은 직무성과와 이직의도에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 특히 감성 활용의 수준이 높은 직원일수록 직무성과가 높았으며, 감성조절 능력이 높은 직원일수록 이직의도가 낮은 것으로 나타났다. 둘째, 일-가정 갈등은 조직 효과성에 부분적으로 유의한 영향을 미치는 것으로 드러났다. 특히 일로 인한 가정 갈등은 이직의도를 높이는 것으로 나타났다. 본 연구의 이러한 결과는 다른 산업에 비해 이직률이 높은 광고 산업 종사자들을 대상으로 조직의 성과와 인적자원 관리를 위해 감성지능을 높이고 일과 가정의 갈등을 줄일 수 있는 조직문화 형성 및 적절한 제도의 확립이 필요하다는 점을 시사하고 있다.

• 한국조리학회지
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• 제12권3호
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• pp.164-185
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• 2006

This is a study on preference and memory of TV commercials for food service products and on the processes of relevant attitudes and purchasing activities. The results of this study showed that the higher preference for commercials, the higher rate of memory and that a business with high preference for commercials had all of six variables in the process of purchasing behaviors at the high mean. In conclusion, a food service provider should consider preference to make efficient commercials for consumers in implementing commercials; such preference for commercials may be favorable for attitudes toward brand and commercials as well as for the future memory of the commercials, which have immediate effects on the future purchasing behaviors.

• 보건교육건강증진학회지
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• 제32권4호
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• pp.47-57
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• 2015

Objectives: This study reviews literature on health literacy and provides communication guidelines and policy implications for addressing health literacy for the Korean population. Methods: EBSCOHost, JSTOR, ProQuest, Web of Science, and PubMed were searched using the term "health literacy." The present study also reviewed reports and publications released by governments and healthcare agencies. Results: By reviewing existing articles and reports, the present study provides following suggestions : (a) implementation of a national health literacy survey on a regular basis, (b) development of tailored health literacy interventions for different target segments, (C) development of an appropriate model to evaluate the effectiveness of health literacy programs, and (d) development of health literacy guidelines for distributing health information and educating healthcare professionals. Conclusions: Health literacy issues must be addressed through establishment of appropriate policies and guidelines as well as collaboration between government and healthcare organizations.

• 대한가정학회지
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• 제49권4호
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• pp.25-35
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• 2011

This study was intended to suggest overseas expansion strategy of Korean fashion character through sensitive space creation. This study reviewed literature, and did internet searching and observation. For the research methods were the analysis of the main retail spaces utilizing character and case study for the classification of collaboration types between retail space and character. As a results, 8 collaboration types between space and character were extracted: collaboration between retail distribution space and character, collaboration between product space and character, collaboration between service space and character, collaboration between experience space and character, collaboration between moving space and character, collaboration between publicity & advertising space and character, and collaboration between exhibition space and character. This study suggested the necessity of consistent identity strategy between character and retail space for a new character brand and the effectiveness of collaboration strategy for enhancement of character brand awareness.

• International journal of advanced smart convergence
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• 제11권3호
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• pp.72-78
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• 2022

The aim of this research is to improve the effectiveness of digital media advertising because current advertisements -in digital signage - indiscriminately appeals to the general public rather than to a specific target. In order to deliver efficient and customized advertisement information, an IoT human body detection sensor mounted on digital signage detected human faces and then classified them firstly by gender. The digital signage here is a smart digital signage that can analyze facial signals, discriminate them based on patterns, and apply the extracted data by displaying the corresponding information to the user. In addition, by identifying the customer's location approaching the smart digital signage and displaying the optimized content information for the customer's location through an algorithm, the digital signage can dramatize the advertisement Thus, this is a study meant forimproving information efficiency while reducing noise and driving power waste generated from unnecessary digital information reproduction.

• Agribusiness and Information Management
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• 제2권1호
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• pp.31-73
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• 2010

On-line shopping mall has become a powerful marketing tool recently. On-line shopping malls provide information for consumers about goods and influence the decision-making process of purchasers. Therefore many local government made on-line shopping malls for advertising agricultural production in the region. However, in the face of problems related with effectiveness on shopping mall management, most of on-line shopping malls has been managing by private sector actually. This study aims to propose the plans for development of the on-line shopping malls. For this purpose, this study investigated current management status of the shopping malls and conducted case study on-line shopping malls.

• Asia pacific journal of information systems
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• 제34권2호
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• pp.518-540
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• 2024

Mobile technologies have enabled marketers to target consumers anywhere and anytime. However, as consumers react and respond differently depending on what situation they are in, there is an apparent need to determine when, where, and what kind of advertisement is most relevant to the consumer. This paper proposes a holistic approach to examine the response of consumers when faced with two types of contextual factors (environmental/spatial and social contexts) through the lens of the Mobile Advertising Effectiveness Framework. We focus on the contextual effects of perceived distance from the offline store and the effect of popularity cue indication. A scenario-based survey is conducted to investigate the effects of perceived distance and popularity cue on the users' attitudes, and ultimately on their response intentions, upon receipt of mobile ads. Results of the study confirm the hypotheses: first, mobile ads sent when users perceive the physical store to be in close proximity tend to evoke more positive attitudes and elicit better responses compared to when users perceive the store to be farther away. Additionally, ad messages indicating high popularity were found to be more appealing than those with low popularity. These empirical results underscore the pivotal role of context, encompassing both spatial context (proximity to offline stores) and social context (popularity cues), in shaping consumer attitudes and response intentions in mobile advertising. The findings of the study offer theoretical insights that underline the significance of holistic context-based approaches that in turn, marketers may use to design more effective mobile ad campaigns that may elicit better responses from consumers.

• 디지털융복합연구
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• 제17권2호
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• pp.81-89
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• 2019

본 연구는 페이스북 광고의 구성요인이 광고적절성 인식과 구전의도에 미치는 영향을 알아보았다. 부가적으로 광고 적절성 인식의 매개효과를 확인하였다. 이를 위해 페이스북 사용자를 대상으로 371개 자료를 수집하였다. 연구방법은 요인 분석과 공변량구조분석을 활용하였다. 연구결과 첫째, 페이스북 광고의 광고흥미성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 둘째, 페이스북 광고의 맞춤정보성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 셋째, 주변인반응성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 넷째, 페이스북 광고적절성 인식은 구전 의도에 유의미한 영향을 미쳤다. 따라서 광고흥미성과 맞춤정보성 및 주변인반응성 속성은 완전매개효과를 나타냈다. 이러한 연구결과는 소비자들에게 페이스북 광고로서 정체감이 있는 광고와 효과적인 광고를 제작할 때 고려해야할 속성이 무엇인가에 대한 자료를 제공할 것이다.

• 한국전자통신학회논문지
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• 제15권5호
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• pp.931-938
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• 2020

최근 크로스 미디어 이용의 확대로 대중들은 단순히 방송을 시청만 하는 것이 아니라 방송 중에 나오는 인물, 스토리, 제품 등에 대한 다양한 정보를 함께 소비하고 있다. 하지만 시청에 사용되는 디바이스와 검색에 사용되는 디바이스가 달라 불편함이 있고 검색을 통해서 원하는 정보를 제공 받는 시점의 차이로 대중들은 방송을 통해 간접광고를 접한 후 대상제품의 구체적인 정보를 얻는데 어려움이 있다. 또한 광고주는 간접광고를 접한 시청자들의 반응을 통한 간접광고의 효과를 확인하기 어렵다. 이 논문에서는 방송에 간접광고의 정보를 포함시켜 이용자에게 제품 정보의 즉각적 검색을 지원하는 인터렉티브 동영상 플랫폼을 제안하고자 한다. 이를 통해 이용자는 본 방송을 시청하는 도중 관심이 가는 제품이 나왔을 때, 이벤트를 주어 화면 속 제품의 구체적인 정보를 빠르게 제공받을 수 있고 광고주는 인터렉티브한 시청자의 반응을 제공받아 간접광고에 대한 효과를 확인할 수 있도록 한다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제14권5호
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• pp.2122-2140
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• 2020

Proper and precise embedding of commercial ads within Webpages requires Ad-hoc analysis and understanding of their content. By the successful implementation of this step, both publishers and advertisers gain mutual benefits through increasing their revenues on the one hand, and improving user experience on the other. In this research work, we propose a novel multi-level context-based ads serving approach through which ads will be served at generic publisher websites based on their contextual relevance. In the proposed approach, knowledge encoded in domain-specific and generic semantic repositories is exploited in order to analyze and segment Webpages into sets of contextually-relevant segments. Semantically-enhanced indexes are also constructed to index ads based on their textual descriptions provided by advertisers. A modified cosine similarity matching algorithm is employed to embed each ad from the Ads repository into one or more contextually-relevant segments. In order to validate our proposal, we have implemented a prototype of an ad serving system with two datasets that consist of (11429 ads and 93 documents) and (11000 documents and 15 ads), respectively. To demonstrate the effectiveness of the proposed techniques, we experimentally tested the proposed method and compared the produced results against five baseline metrics that can be used in the context of ad serving systems. In addition, we compared the results produced by our system with other state-of-the-art models. Findings demonstrate that the accuracy of conventional ad matching techniques has improved by exploiting the proposed semantically-enhanced context-based ad serving model.