• 한국식생활문화학회지
• /
• 제33권6호
• /
• pp.543-549
• /
• 2018

Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.

• 한국정보통신학회논문지
• /
• 제11권5호
• /
• pp.875-881
• /
• 2007

최근 멀티미디어 분야에서 새로운 수익모델로 주목받고 있는 PPL(Product Placement)을 활용하여 멀티미디어 콘텐츠 화면의 주목도를 분석하였다. 이를 위해 컴퓨터 화면을 9사분면으로 분할한 후 각각의 위치에 2D, 3D 숫자 정지 영상, 숫자 부분 동영상, 동영상 등을 배치하여 영상의 유형과 위치에 따라 사용자의 주목도에 어떠한 변화가 있는가에 관해 연구하였다. 분석 결과 2D 숫자 정지 영상과 동영상의 경우엔 5사분면에 높은 주목도를 나타냈으며, 3D 숫자 정지영상과 동영상의 경우 역시 일관성 있게 5사분면에 높은 주목도를 나타냈다. 특히 정지영상 내 동영상이 존재하는 부분 동영상의 경우엔 동영상이 존재하는 분면에 압도적인 주목도를 나타냈다. 이는 영상의 노출형태가 사용자의 주목도에 유의미한 영향을 미치는 것으로 정지영상보다는 동영상 형태의 노출이 사용자의 주목효과(attention of effects)를 높일 수 있는 것을 의미한다. 이 같은 연구결과는 멀티미디어 콘텐츠 화면에서의 PPL 제작 시 어떤 위치에 PPL을 배치해야 사용자의 주목도를 극대화할 수 있는가에 대한 문제를 해결하는데 기여할 수 있을 것으로 사료된다.

• 복식문화연구
• /
• 제15권1호
• /
• pp.13-24
• /
• 2007

This study measured the communication effect on the setting types and the exposure times to perform the effective PPL strategies. By the setting types(on-set and creative) and exposure times(short and long), 308 female older than 20 were divided into 4 experimental groups. Each groups were exposed to the edited movies and required to answer the questionaire. The data were analysed by SPSS 12.0 using Chi-Square, One-Way ANOVA and Duncan test. The results are as follows. First, in cognitive dimension, the on-set type and long exposure group showed the higher recognition and recall. Second, in emotional dimension, the signigicant difference was found in one brand(Kappa) of two which were used in the experiment. In this case, the on-set type and long exposure group showed the positive attitude toward the brand. Third, in behavioral dimension, there were no difference among the groups. The implications based on this results are as follows. First, when implementing of PPL the fashion brands in movies, the on-set type and long exposure would be the most effective method. Second, implementing IMC(Integrated Marketing Communication) linked to the PPL strategy can be more effective. In contrast to the other product categories, it is hard to recognize the brand of fashion goods if the logo or the brand name is not exposed directly. Therefore Combining other communication strategies such as press release simultaneously will birng the more effective result of PPL in the movie.

• 한국의류산업학회지
• /
• 제15권1호
• /
• pp.95-102
• /
• 2013

In order to understand meaningful customer experience in social media, this study profiles customer engagement by exposing the essential brand experience rooms in hyper-reality contexts. This study selects Snuggie as a target brand as it uses multiple contact points, including social media, to provide meaningful experience to customers. With their unique marketing strategy, Snuggie became a popular brand among the U. S. customers beyond just a wearable blanket. Upon analyzing a total of 364 customer reviews about Snuggie in Amazon.com, five experience rooms were exposed; "Physical artifacts" and "customer involvement" are influential experience rooms which signify interactions between products and customers, while "intangible artifacts", "technology" and "customer placement" reflect a lower degree of experiential engagement. This approach suggests a theoretical foundation in understanding the customer engagement concepts by the means of brand experience dimensions in social media. The ability to create compelling engagement in social media depends on the successful facilitation of relationships and information, which lead to a creative, communicative and interactive experience.

• 정보관리학회지
• /
• 제34권1호
• /
• pp.51-71
• /
• 2017

연구는 초등학교 저학년과 고학년, 학부모로 구성된 어린이 도서관 이용자들 200여명이 인지하는 별치 자료간 희망 인지 거리를 다차원척도법(Multi-Dimensional Scaling: MDS)과 K-means 군집분석을 활용해 비교 분석하고 이들의 인지 거리가 실제 어린이 도서관에 어떻게 투영되어 있는지 몇 가지 사례를 통하여 검토해 보았다. 다차원척도법은 분석 대상의 유사성이나 속성 등을 평가하여 공간상에 투영시키는 기법으로 마케팅에서 주로 시장 진단을 위해 활용되지만, 제품이나 시설에 대한 이용자의 인지적 거리를 분석하여 이상적인 물리적 배치 방안을 제시하는 데에도 적용할 수 있다. 분석 결과, 별치 자료간 인지 거리에 있어 초등학교 저학년과 고학년 그리고 학부모 집단간에 각각 차이가 나타났으며, 특히 유 아동자료와 컴퓨터자료 그리고 유아자료와 아동자료간의 인지 거리에 있어 큰 차이가 존재하는 것으로 분석되었다. 한편, Y구의 3개 어린이도서관을 대상으로 분석된 인지 거리 체계가 어떻게 투영되어 있는지 확인해 본 결과, 특정 집단의 인지 체계에 완벽히 부합하는 공간 구조를 지닌 도서관은 존재하지 않았으나, 공통적으로 유 아동자료와 컴퓨터자료, 그리고 유아자료와 아동자료가 분리 배치되어 있다는 점에서 학부모와 초등학생들의 인지 거리가 부분적으로 투영되어 있는 것으로 검토되었다.

• 시큐리티연구
• /
• 제6호
• /
• pp.47-65
• /
• 2003

In Korea, Private security companies has steadily grown and amounts to 2,051 places as of November 30, 2002. Private security in korea is carrying out firm name role assignment to have held the police and public peace environment change factors for a standard faithfully, and protects social a little property that is a basic purpose, and it is spare no efforts in loss prevention. In spite of numeral increase of private security companies, private security companies have many problem. Moreover, they mostly did not have any remarkable in-house expertises in their own business under tough conditions. Under the unfavorable circumstances including insufficient investment and education in private security guard, there have been actually little further studies on private security business in practices. So this study mainly focused on addressing the installation security business managed by authorized companies, which amount to 96%(1,963 companies) of total 2,051 domestic security companies. Furthermore, the study formulated and modeled a series of business procedures in private security companies. A series of business procedures of private security companies can be modeled as follows : Setting of a business scope and aim market ${\Rightarrow}$ Marketing, Contact from customers(On-line or Off-line) ${\Rightarrow}$ Diagnosis of security target ${\Rightarrow}$ Submission of security operational plan ${\Rightarrow}$ Estimation of security operational plan ${\cdot}$ decision ${\Rightarrow}$ Contract ${\Rightarrow}$ Employment, selection of security guards ${\Rightarrow}$ Nomination of security guard instructors ${\Rightarrow}$ Education & training of security guards ${\Rightarrow}$ subscribe to insurance of damage liability ${\Rightarrow}$ Commitment and placement of security guards ${\Rightarrow}$ Establishment and preparation of security planning ${\Rightarrow}$ Field management and procurement of relevant security service.

• Journal of the Korean Data and Information Science Society
• /
• 제23권5호
• /
• pp.939-948
• /
• 2012

데이터 마이닝 기법들 중에서 가장 많이 활용되고 있는 연관성 규칙은 방대한 데이터베이스에서 항목간의 관계를 흥미도 측도에 의해 명확히 수치화함으로써 그들간의 관련성을 표시해주는 기법이다. 양의 연관성 규칙 마이닝이 임의의 한 항목이 발생하면 다른 항목도 발생한다는 규칙을 생성하기 위한 기법인 반면에, 음의 연관성 규칙은 어느 항목이 발생하면 다른 항목은 발생하지 않는다는 규칙을 찾아내는 기법이다. 음의 연관성 규칙은 양의 연관성 규칙의 활용과 마찬가지로 고객의 구매 경향 및 마케팅 정책을 제시할 수 있고 교차판매와 매장 진열 등과 같이 타겟 마케팅에 활용 가능하다. 양의 연관성 규칙에 음의 연관성 규칙을 추가하게 되면 어떤 제품을 판매하기 위해서는 그 제품만 마케팅 하는 것뿐만 아니라 더 나아가 그 제품이 아닌 어느 제품을 마케팅 하는것이 필요한지를 판단할 수 있다. 본 논문에서는 기존의 음의 신뢰도의 단점을 보완할 수 있는 음의 기여 순수 신뢰도를 제안한 후, 이에 대해 흥미도 측도가 가져야 할 조건들을 조사하였으며, 예제 데이터를 활용하여 음의 기여 순수 신뢰도의 유용성을 고찰하였다.

• 아태비즈니스연구
• /
• 제3권1호
• /
• pp.39-47
• /
• 2012

Organizations pursue a CRM strategy for the purpose of increasing business performance and value. However, firms face a multitude of organizational challenges associated with this endeavor. To reduce their risk of failure, it is suggested that firms undertake a deep analysis of organizational readiness prior to committing to a CRM initiative. Insurance sector is no exception to this fact. There is an increased need to concentrate on the various challenges thrown open by the public insurance firms in implementing CRM. Many insurance firms have invested into customer driven CRM but research indicates varying outcomes (Schmith 2004). While it is clear that there are significant issues involved in the CRM implementation and success and environment faced by the public sector. It is clear that business should have an easier time in applying CRM systems is the strategic value for public sector. With customers demanding more service and accessibility from administrators, public sector CRM software technologies have to offer best solutions for achieving process and cost objectives (Souder 2001). With results which go far beyond improved service delivery and include sustained cost reductions, increased customer knowledge and better employee morale, CRM software implementation and post product environments offer great upside value. Although there are material differences in public sector use of CRM strategy, they share at least one glaring similarity - they have much to gain from proven CRM software technology. As business methods cross over in the public sector, many government bodies are investigating how they can adopt and adapt various CRM models (Bleyer 2003). There is a need to understand the similarities and differences in public sector CRM to foster shared knowledge, business processes and planning functions to integrate disparate technologies and software platforms and then, of course, the organizational culture to support knowledge sharing (Peters 1997). For the public sector, there are clearly identified CRM processes which have resulted in increased profits and improved efficiency. These have focused on sales, marketing and customer service activities, which often operate along fundamentally different lines in various public sector insurance companies. Thus the present research paper makes an attempt to explore how public sector CRM methods can be adopted and subsequently adapted.

• 현장농수산연구지
• /
• 제10권1호
• /
• pp.29-41
• /
• 2008

This research was conducted to develop a technology transfer and farmer's extension of newly released technology of Bokto seeding method for crop and vegetable production based on the theory of Asian and Pacific Center for Transfer of Technology(APCTT). This technology has recently transferred to not only Korea but also other countries like North Korea, China, Japan, Taiwan, Russia and Africa(Cameroon, Sudan and South Africa) since 2005. It has known as a highly reduction of production cost in terms of labors, chemical fertilizer and pesticides as well as environmental friendly due to a deep and side banded placement of chemical fertilizer at basal application. In addition this technology was proven to a precision farming on sowing depth and mechanism of chemical application method and also highly resistant against disasters like typhoon, flooding, low temperature, drought and lodging due to silicate application. It has improved a constraints such as a poor seedling establishment, weed occurrence, lodging, low yield and poor grain and eating quality in the previous direct seeding methods but still have a problem in occurrence of weedy rice and ununiformed operation of wet or flooded soil condition. Also this technology has a limit in marketing and A/S system. Based on a theory of APCTT evaluation and analysis this technology may be more concentrated on establishment of a special cooperation team among researcher and scientists, extension workers, industry sections and governmental sectors in order to rapidly transfer this technology to farmer's field. Also there will be needed to operate a web site for this newly released technology to inform and exchange an idea, experiences and newly improved information. A feed back system might be operated in this technology as well to improve a technology under way on users' operation. Also user's manual will be internationally released and provided for farmer's instruction and training at field site.

• 디지털융복합연구
• /
• 제13권12호
• /
• pp.151-160
• /
• 2015

카지노는 도박, 음악, 쇼 등 여러 분야의 오락시설을 갖춘 연회장 의미의 단어인 '카자(Casa)'에서 나왔다. 카지노(Casino)의 사전적 의미로는 '춤, 음악 따위의 오락 시설을 갖춘 공인 도박장. 룰렛이나 카드놀이 따위를 한다.'로 정의하고 있다. 이러한 카지노는 유럽 귀족들의 사교 목적으로 17 ~ 18세기부터 시작되었다가, 1930년대 미국에서 본격적인 카지노 산업의 틀을 갖추게 되었는데, 이런 카지노 사업의 흥행은 매출 증대로 이어지고, 지방 정부 및 국가의 세입에도 큰 도움이 될 뿐 아니라, 부수 관련 업무에 큰 도움이 된다. 카지노 업무는 통상 고객관리, 딜러 게임 관리, 안전, 출납 관리, 환전, 재환전 관리, 마케팅 관리, 콤프 관리, 알선 관리 등의 다양한 분야를 포함하는데, 이 업무들은 그룹웨어, ERP 및 고객관리(CRM) 등과 같은 정보시스템으로 서로 유기적으로 연결되어야만 한다. 여기에 숙박, 관광을 포함한 종합 엔터테인먼트 서비스까지 효과적으로 관리하려면 카지노 업무와 부수적인 엔터테인먼트 서비스를 지원하며, 경영 전반에 걸쳐 발생하는 데이터를 수집하고, 경영 상태에 관한 정보를 제공해 주는 정보 시스템이 반드시 필요하다. 이에 본 연구에서는 이와 같은 내용을 고려하여 설계, 구현한 카지노 정보시스템을 제시하고자 한다.