• Asia-Pacific Journal of Business
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• v.3 no.1
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• pp.10-16
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• 2012

India is having a high growth rate of Mobile subscribers which has opened up a new marketing channel of communication with customers. There is a need to study the factors affecting Mobile user's attitude towards Mobile marketing and the relationship between these factors. To study the mobile users attitude towards mobile marketing 489 mobile users opinion is taken on 12 statements for a period of 5 months. Using factor analysis method these 12 statements are grouped into 5 groups they are Mobile advertisement, Mobile Usability, Mobile Promotions, Mobiles shopping and Mobile Marketing. Confirmatory Factor Analysis (CFA) was performed to confirm the findings. SPSS Statistics 17.0 is used to conduct factor analysis and the validity of the model. Once the model was validated, SPSS Amos 18.0 was used to fit a model based on Structure Equation Model to analyze the factors affecting Mobile user's attitude and the relationship between these factors. The present study revealed that Mobile Advertisement and Mobile Sales Promotion are having positive effect on Mobile Marketing where as Mobile Shopping and Mobile Phone Usability is having negative effect on Mobile Marketing. The impact of indicators like Mobile Phone user's permission and personalization of Mobile Phone communication on Mobile Marketing are also discussed in this article.

• Journal of the Korean Data and Information Science Society
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• v.17 no.4
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• pp.1251-1259
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• 2006

The headline of advertisements holds the important position in advertisement recognition and receptivity. The mobile advertisements show an immediate reaction of customers because it is possible to do 'one-to-one communication'. And this makes the mobile advertisement as important as any kind of traditional marketing channel, like TV, Radio, Print. In this paper, we classified the headlines as several types and measured the effect of headline types.

• 한국데이터정보과학회:학술대회논문집
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• 2006.11a
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• pp.1-8
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• 2006

The headline of advertisements holds the important position in advertisement recognition and receptivity. The mobile advertisements show an immediate reaction of customers because it is possible to do 'one-to-one communication'. And this makes the mobile advertisement as important as any kind of traditional marketing channel, like TV, Radio, Print. In this paper, we classified the headlines as several types and measured the effect of headline types.

• Journal of Information Technology Services
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• v.8 no.4
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• pp.151-163
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• 2009

In this paper, we design and develop a personalized advertisement and information services system based on mobile RFID using RFID virtual tag. It is a system to perform the use of the contents information or the commercial transaction on the contents products through internet server connection by using RFID tag information with a mobile according as transmitting immediately to a cell phone after a tag generator derived RFID tag information to be substituted for the contents information being output at present, after being transmitted from a cell phone the information request signal on the contents information being output from video media. This service system provides a mechanism for gathering advertisement information left behind by many clients visiting advertisement sites for analysis of customers property, service model for selecting personalized services, and mechanism for providing them to customers who visited in a advertisement mall joined to the shopping site.

• Journal of Korea Multimedia Society
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• v.21 no.2
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• pp.323-332
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• 2018

Today, the life cycle of mobile games is getting shorter. In order to overcome this problem, we tried to summarize the strategies and marketing types of game marketing. Recently, I considered the TV advertisement that used the star of the marketing form of mobile game. In this research, user survey was analyzed based on correlation between star marketing and mobile game TV advertisement. And, through an interview with Delphi experts, I summarized the important elements of TV advertisement for mobile games. In conclusion, this research presented a total of five elements on a successful mobile game marketing strategy.The direction of mobile game advertising can promote a successful game that needs to set effective advertising marketing strategy, based on the basic nature of the game and main target.

• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.35-49
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• 2015

Recently, with the development of wireless communication technologies and mobile equipments, various studies on mobile P2P networks have been conducted. In this paper, we propose an advertisement dissemination method considering peer's mobilities and preferences in mobile P2P networks. The proposed scheme generates a peer's preference through the analysis of users' activities to disseminate advertisements with user preferences. To reduce duplicated advertising messages and improve reception ratio, the priority of advertisement re-dissemination is determined according to peer's preferences, mobilities, and advertisement reception ratio. We improve the participation rate of the advertisement dissemination of mobile peers using the incentive mechanism in mobile P2P networks. To show the superiority of the proposed scheme, we compare it with the existing scheme in terms of the number of messages and accuracy.

• Journal of the Korea Society of Computer and Information
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• v.20 no.8
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• pp.93-104
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• 2015

In this paper, the design of intelligent_advertisement_operation system(IAdOS) based on user's feedback is proposed for mobile environments. The proposed system stores the advertising contents created by the advertising provider and recommends the personalized advertising contents by analyzing the context information, and then feedback information of the advertisements. Since the proposed system which can recommends provide the smart advertisement contents based on personal preference, it is expected to contribute the new service model development of in the field of advertising market.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.478-489
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• 2021

The mobile game industry is currently on the rise and is one of the major industries. Recently, advertisements among mobile games are aimed at branded content, unlike existing advertising content. In this study, we conduct a study on the advertisement effectiveness of the attributes of branded advertisements under a mobile game environment. Therefore, the impact of context congruity, perceived advertising intrusiveness and entertainment on advertising attitude, brand attitude and purchasing intention was verified through experimental research on Chinese mobile game users in the 10s and 20s. Analysis of the PLS structural equation model showed that context congruity and entertainment had a significant impact on advertising attitude, but did not have a significant impact on brand attitude. Perceived advertising intrusiveness has no significant impact on advertising attitude and brand attitude. Finally, advertising attitude had a significant influence on purchase intention through brand attitude. Through these findings, we discuss the effectiveness of mobile game branded advertisement and present effective brand advertising strategies.

• Proceedings of the Korean Information Science Society Conference
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• 2004.10c
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• pp.241-243
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• 2004

Mobile Ad Hoc Network (MANET)은 인프라가 없거나 급박한 상황에서 별도의 작업 없이 빠른 시간에 네트워크를 구성할 수 있다. 그러나 현재 발표된 MANET에서의 라우팅 프로토콜만으로는 인터넷에 연결이 지원되지 않는다. 인터넷과 ad hoc 네트워크의 연결에 여러 가지 방법들이 발표되고 있다. 그러나 그 제안들은 몇 가지 결점을 가지고 있다. 그에 따라 우리는 중복 제어 패킷을 처리하는 동안의 제어 패킷 오버헤드와 전원 소모를 줄인 동적 에이전트 광고를 제안하였다. 또한 패킷 전송에 대한 오버헤드를 NS2로 기존의 해결책과 비교하여 우수성을 확인하였으며 리눅스 시스템 상에서 구현하여 실제 환경에서의 동작을 확인하였다.

• Asia pacific journal of information systems
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• v.16 no.4
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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.