• Title/Summary/Keyword: number of model in advertisement

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Performance Analysis of User Clustering Algorithms against User Density and Maximum Number of Relays for D2D Advertisement Dissemination (최대 전송횟수 제한 및 사용자 밀집도 변화에 따른 사용자 클러스터링 알고리즘 별 D2D 광고 확산 성능 분석)

  • Han, Seho;Kim, Junseon;Lee, Howon
    • Journal of the Korea Institute of Information and Communication Engineering
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    • v.20 no.4
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    • pp.721-727
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    • 2016
  • In this paper, in order to resolve the problem of reduction for D2D (device to device) advertisement dissemination efficiency of conventional dissemination algorithms, we here propose several clustering algorithms (modified single linkage algorithm (MSL), K-means algorithm, and expectation maximization algorithm with Gaussian mixture model (EM)) based advertisement dissemination algorithms to improve advertisement dissemination efficiency in D2D communication networks. Target areas are clustered in several target groups by the proposed clustering algorithms. Then, D2D advertisements are consecutively distributed by using a routing algorithm based on the geographical distribution of the target areas and a relay selection algorithm based on the distance between D2D sender and D2D receiver. Via intensive MATLAB simulations, we analyze the performance excellency of the proposed algorithms with respect to maximum number of relay transmissions and D2D user density ratio in a target area and a non-target area.

The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand

  • GAO, XING;Kim, Sang Yong;Kim, Da Yeon;Lee, Seung Min
    • Asia Marketing Journal
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    • v.21 no.3
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    • pp.65-82
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    • 2019
  • This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search feature. Finally, since the number of brand fans also have a positive effect on advertising interest, it is essential to utilize social media advertising for the enhancement of customers' interests. Confirming that the effectiveness of social media advertising varies depending on how the visual contents and text are presented, this research can help marketing managers to assess predicted outcomes of using various methods of social media advertising.

Development of an IoT-Based Human Interactive Advertising Service for Sharing Economy (공유경제를 위한 IoT 기반의 휴먼 인터랙티브 광고 서비스 구현)

  • Jung, Wonseok;Lee, Chang-Kyo;Ko, Wan-Jin;Seo, Jeongwook
    • Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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    • 2019.05a
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    • pp.413-415
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    • 2019
  • In this paper, we develop IoT-HiAS(IoT-Human Interactive Advertising Service) for sharing economy. The HiAS device shooting the front of the device via a webcam and recognizes the person in real time through the SSD model using MobileNet. If the number of persons above the set threshold is recognized by counting the recognized person, the advertisement is reproduced on the idle resource through the beam projector. At the same time as the advertisement is reproduced, the captured image of the advertisement start time in the front of the device and the number of recognized persons are sends the IoT server of an oneM2M-compliant HiAS server using the IoT client. When the advertisement is finish, the webcam is shooting the front of the device and the image is sends the IoT server. We implemented the IoT-based human interactive advertising service by transmitting the received data to the advertiser and the advertising producers through the SNS(Social Network Service) agent of the HiAS server.

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A Study on the Application or Fashion Illustration for the VMD Plan - Focusing on POP Advertisement - (VMD 방안으로서 패션 일러스트레이션 활용에 관한 연구 - POP 광고를 중심으로 -)

  • 김정민;김순자
    • The Research Journal of the Costume Culture
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    • v.12 no.4
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    • pp.648-662
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    • 2004
  • These days fashion market is overflown with many brands and their identities are not so clear that the advertisement emphasizing the characteristics of the products don't seem to be adequate in appealing the customers. Therefore it is required that the sensible image advertisement which appeals to the customers by stimulating their feeling and sensitivity to attract customer's interest. At that point, VMD especially of POP advertisement that can be attract direct purchasing plays an important part to build up the accurate image of brand to consumers. Even thought today's individualized consumers take much interested in the fresh and original expressions, the visual expressions of fashion advertisements still focus on using photographs. The most advertisement of photograph has a limit that it shows only an immediate fraction, so it can't present whole image It can deliver more- imaginations and message than photograph if fashion illustration is used in advertisement. Therefore the purpose of this study was to present the application of fashion illustration for the POP advertisement Twelve pieces of fashion illustrations were produced and classified three parts according to their images and expression techniques. Paper sculpture techniques were applied for fashion image expression, for paper is easily meet daily life and ecological materials. For study procedure and contents, the concept and useful functions of fashion illustration and the concept of paper sculpture were examined as a theoretical background, and various uses and techniques of paper sculpture by analysing a number of paper sculpture art works were also studied. Also the concept, roles and functions of POP advertisement were discussed, and then the examples that the fashion illustration applied in the advertisement were analyzed through case study. The theme of my works was jean fashion brand whose brand image is significant, Twelve pieces of fashion illustrations using paper sculpture techniques were produced and various kinds of paper were used in expressing the paper sculpture technique. Each works were cut out the forms and used a pertinent light for making cubic effect shadow when displayed them. In my works Ⅰand Ⅱ, Ⅰ illustrated jeans in two images of sexy and casual, these were created slightly bigger than actual body size in order to attract consumer's gaze at show window or store. In my works Ⅲ, Ⅰ illustrated part or model of a jean product so that it could be used as addition to main display.

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Analysis of Advertisement Types of Global Fashion Brands : A study focused on the trends of photo image components and styles of expression in global fashion advertisements. (글로벌 패션브랜드 광고의 유형 분석 - 패션광고 사진이미지 구성요소와 표현형식을 중심으로 -)

  • Chang, Gyeong-Hae
    • Journal of the Korea Fashion and Costume Design Association
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    • v.19 no.4
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    • pp.17-27
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    • 2017
  • This study analyzes the trends of photo image components and forms of expression in global fashion advertising photos. First, photo image components are classified into seven categories: location (indoor-outdoor), the model's movement, pose, facial expression, gender, race and number of models. The forms of expression are classified into six categories: direct expression, sensual expression, symbolic expression, storytelling expression, dramatic expression, and sexual expression. With the aforementioned classifications, the trends were studied for three years from 2013 to 2015. The analysis result indicates the following: for the details of photo image components, the portion of indoor photos, static poses and conscious facial expressions was over 60% of the total for every season of the 3 years, while there was a slight increase in the number of models and the diversity of races. For the forms of expression, the sensual expression showed the largest portion accounting for over 50% of the total, followed by direct expression and storytelling expression. The findings from this study show that the trends of photo image components and forms of expression in global fashion advertisements are changing. Therefore, domestic companies will need to develop photo image components and forms of expression in line with the changing global fashion advertisement trends.

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A Study on the Demand Forecasting by using Transfer Function with the Short Term Time Series and Analyzing the Effect of Marketing Policy (단기 시계열 제품의 전이함수를 이용한 수요예측과 마케팅 정책에 미치는 영향에 관한 연구)

  • Seo, Myeong-Yu;Rhee, Jong-Tae
    • IE interfaces
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    • v.16 no.4
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    • pp.400-410
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    • 2003
  • Most of the demand forecasting which have been studied is about long-term time series over 15 years demand forecasting. In this paper, we set up the most optimal ARIMA model for the short-term time series demand forecasting and suggest demand forecasting system for short-term time series by appraising suitability and predictability. We are going to use the univariate ARIMA model in parallel with the bivariate transfer function model to improve the accuracy of forecasting. We also analyze the effect of advertisement cost, scale of branch stores, and number of clerk on the establishment of marketing policy by applying statistical methods. After then we are going to show you customer's needs, which are number of buying products. We have applied this method to forecast the annual sales of refrigerator in four branch stores of A company.

A Macro Analysis of Tourist Arrival in Nepal

  • PAUDEL, Tulsi;DHAKAL, Thakur;LI, Wen Ya;KIM, Yeong Gug
    • The Journal of Asian Finance, Economics and Business
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    • v.8 no.1
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    • pp.207-215
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    • 2021
  • The number of tourists visiting Nepal has shown rapid growth in recent years, and Nepal is expecting more tourist arrivals in the future. This paper, thus, attempts to analyze the tourist arrivals in Nepal and predict the number of visitors until 2025. This paper has examined the international tourist arrival trend in Nepal using the Gompertz and Logistic growth model. The international tourist arrival data from 1991 to 2018 is used to investigate international tourist arrival trends. The result of the analysis found that the Gompertz model performs a better fit than the Logistic model. The study further forecast the expected tourist arrival below one million (844,319) by 2025. Nevertheless, the government of Nepal has the goal of two million tourists in a year. The present study also discusses system dynamics scenarios for the two million potential visitors within a year. Scenario analysis shows that proper advertisement and positive word-of-mouth will be key factors in achieving a higher number of tourists. The current study could fill the gap of theoretical and empirical forecasting of tourist arrivals in the Nepalese tourism industry. Also, the study findings would be beneficial for government officers, planners and investors, and policy-makers in the Nepalese tourism industry.

A Study on the Meaning and Strategy of Keyword Advertising Marketing

  • Park, Nam Goo
    • Journal of Distribution Science
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    • v.8 no.3
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    • pp.49-56
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    • 2010
  • At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.

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The Study on the Advertising Effect of Multiple Models -Message Regulatory Focus as An Moderator- (복수모델의 광고효과에 관한 연구 - 메시지 조절초점의 조절 효과를 중심으로 -)

  • Song, Jun-Ho;Kim, Hyo-Gyu
    • Management & Information Systems Review
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    • v.32 no.3
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    • pp.127-151
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    • 2013
  • This research was to investigate the role of message regulatory focus on the advertising effect of multiple models. The multiple models are limited to two models in one advertisement in this research. This research investigated the hypothesis that multiple models, in terms of multiple source effect and social consensus, appears specifically to enhance the relationship of consumer and commercial models on the conditions of promotion-focused message which leads to the information processing of relational elaboration. This research applied a between-subjects factorial design targeting 2(the number of model: single model vs. multiple models) by 2(message regulatory focus: promotion-focused message vs. prevention-focused message). As a result, multiple models showed more positive ad attitude, brand attitude, and purchase intention than did single model. And promotion-focused message with multiple models showed more positive ad attitude, brand attitude, and purchase intention than did prevention-focused message with multiple models. Also there was an interaction effect between the number of model and the type of message regulatory focus. It wasn't fully supported that there is no difference of advertising effect between promotion-focused message and prevention-focused message on the condition of single model.

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MIPv4/MIPv6 Mobility Simulation Model of the Multihomed Node (멀티홈드 노드의 MIPv4/MIPv6 이동성 시뮬레이션 모델)

  • Zhang, Xiaolei;Wang, Ye;Ki, Jang-Geun;Lee, Kyu-Tae
    • The Journal of the Institute of Internet, Broadcasting and Communication
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    • v.12 no.3
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    • pp.179-186
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    • 2012
  • Nowadays, the multihomed host equipped with multiple network interfaces has been interested research in next generation wireless network, because the mobile users expect that they can be able to access services not only anywhere, at any time and from any network but also simultaneously. This paper addresses the mobility simulation model of the multihomed node for supporting MIPv4 and MIPv6 function in an interworking of Worldwide Interoperability for Microwave Access (WiMAX) and IEEE 802.11 WLAN. The multihomed node with two air interfaces has been developed based on WiMAX and WLAN workstation node model in simulation software. The main point of the developed model is to support both MIPv4 and MIPv6 function, and provide network selection policy for the multihomed node between WiMAX and WLAN network. Based on the received Router Advertisement along with the interface number, we can manage the access interfaces in ordered list to make handover decision while the multihomed node is moving. In the end of this paper, the simulation scenarios and results are shown for testing MIPv4 and MIPv6 function.