• Title, Summary, Keyword: Advertiser

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Effectiveness on Public Advertisement Interaction of Advertiser Awareness, Advertisement Appeal and Customer Involvement and Need for Cognition (공익광고 효과에 미치는 상호작용 영향:광고주 인지도, 광고 소구 및 수용자 관여도와 인지욕구 중심으로)

  • Park, Junyoung;Kang, Dongwoo;Kang, Hyunjin;Kwon, Hyeyon;Kim, Joontae;Park, Byungho;Jo, Hyeon
    • Journal of Information Technology Services
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    • v.12 no.4
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    • pp.235-253
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    • 2013
  • This research investigates the interaction effects of factors, namely, advertiser awareness, advertisement appeal, and customer involvement and need for cognition, selected from the parties involved in public service advertisement. Manipulating the participant's involvement, attitude toward the advertisement and the advertiser and intention to donate according to 2 (awareness) X 2 (cognitive/affective appeal) factors were surveyed. In result, participants with high involvement were relatively less affected by advertiser awareness. Also, high need for cognition indicated less effect of advertiser awareness on intention to donate. Moreover, when cognitive appeal is used, advertiser awareness affected less on consumers' attitude toward the advertisement and the advertiser and intention to donate. Further issues on changing customers' attitudes and behaviors are discussed.

A Study on the Niche Marketing Strategy in Political Advertisements-focusing on the 1996 Parliamentary Election- (정치광고에서의 니치 마케팅 전략 활용에 관한 연구-15대 총선을 중심으로-)

  • 이기복
    • Archives of design research
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    • no.18
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    • pp.37-48
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    • 1996
  • For succesful political advertisements the role of mutual communications between advertisers and their targets (i.e. voters) should be magnified, which must be based on the understanding of voter's life-style including the trends of daily life, their philosophy and attitude toward the contemporary matters. During the campaign period for the last parliamentry election the most important issue was nothing but who could be the best representer of their region without any political considerations compared to previous election and the decision made by voters has been evaluated as one of most brilliant ones so far. One thing to note from the last election is that many new faces have been high lighted and that could not have been possible if they could not differentiate their campaign from one of unchanged senior politicians by calling more attentions of voters to them by scrutinizing competitors' election pledges. The differentiation strategy in election campaigns is basically detecting small signs of changes in voters life\ulcornerstyle, bringing them into relief and provoking voters attentions to the election and advertiser. In this sense niche marketing strategy is the differentiating strategy itself and it can be a useful guide in political advertisement for the triumph of advertiser in elections as well as for heathy and fresh political environments on the basis increased attentions of voters. In this paper, aiming at further development of the niche marketing in political advertisements we propose questions whether the niche marketing in the last parliamentary election was introduced on the basis of concept of differentation by analysing last election's strategies targeted at voters specific dispositions.

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A Study on the Viewers' Reponses to In-Program Advertising According to TV Program Genre (프로그램 유형에 따른 중간광고에 대한 시청자 반응 연구)

  • Lee, Hyun-Seon
    • Korean journal of communication and information
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    • v.43
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    • pp.282-313
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    • 2008
  • Advertising is both applauded and criticized for its characteristics and roles on society. Advertising environment is changing and developing. The important changes in advertising are fragmentation of traditional media, growth of new media, and increasing clutter. The major issue in advertising and broadcasting system in Korea is reintroduction of in-program advertising on terrestrial television stations. The purpose of this study is investigate the responses of viewers to in-program advertising. This study considers program genre as mediating variable which may affect the viewers' responses to in-program advertising. Independent variables of this study are the insertion of in-program advertising (insertion/non-insertion) and program genres(news/educational/drama/entertainment program). Dependent variables of this study are viewers' responses, attitude towards broadcasting station and attitude towards advertiser. This study was run as a $2{\times}4$ factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly assigned each subject to 1 of the 8 treatment groups. The result of this study shows that in-program advertising induces negative responses of viewers, attitude towards broadcasting station and advertiser. And this study found that viewers showed the negative responses to in-program advertising regardless of program genre. The findings of this study illustrate the need of consideration and planning of in-program advertising to protect viewers' right.

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A legal approach and interpretation of article typed advertisements of online sport media as exaggerated advertisements (온라인 기사형 광고의 허위 및 과대·과장광고로써의 법률적 접근과 해석)

  • Ma, Yoon-Sung;Hwang, Ho-Young
    • Journal of Digital Convergence
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    • v.14 no.5
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    • pp.391-402
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    • 2016
  • The purpose of this research, paying attention on the exaggerated advertisements on online sport media, was to investigate the illegality of the article typed advertisement of online sport media. The results of this research were as follows; First, the article typed advertisements are the assets of the media company as other articles or advertisements. Second, the persons of capacity to act are defined with sport online media, advertiser and customers. Third, the exaggerated advertisements of the sport online media and advertiser are regulated by Korean legal system. Fourth, when victims occurred, the rights of claim for damages could be activated based on the article 750 of the Korean Civil Law. Fifth, the liability for damages may be imposed by Korean Civil Law to the sport online media restrictively.

A Study on Development of Lottery Site to Maximize Network Advertisement Effect (네트워크 광고 효과 극대화를 위한 복권 사이트 개발에 관한 연구)

  • 이희남;이창호;이공섭
    • Proceedings of the Safety Management and Science Conference
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    • pp.55-60
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    • 2000
  • In recent dates, Internet advertising effects are expanded by the steep increment of the Internet users and the extension of the advertising market will be accelerated through Internet. This paper indicates the importance of Internet advertising and suggests the solution of a network advertising service. The system Is divided into an Advertise Server, an Advertiser and a Web Publisher. This study proposes both the collection and the analysis of traffic data in real time. Also, the banner advertising frames are smoothed for the impression using the solution for the banner exchange engine and are developed using various impression methods, that is, Fixed/variable Banner, Scheduling Banner, Multi-Impression Banner, and Frame Remote Control to increase the advertising effect. And then to increase the advertising effect web publisher, which is specialized in lottery site, is constructed using the network advertising service and various advertising technology.

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A Study on Development of Site to Maximize Network Advertisement Effect (네트워크 광고 효과 극대화를 위한 사이트 개발에 관한 연구)

  • 이공섭
    • Journal of the Korea Safety Management & Science
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    • v.2 no.2
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    • pp.177-185
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    • 2000
  • In recent dates, Internet advertising effects are expanded by the steep increment of the Internet users and the extension of the advertising market will be accelerated through Internet. This paper indicates the importance of Internet advertising and suggests the solution of a network advertising service. The system is divided into an Advertise Server, an Advertiser and a Web Publisher. This study proposes both the collection and the analysis of traffic data in real time. Also, the banner advertising frames are smoothed for the impression using the solution for the banner exchange engine and are developed using various impression methods, that is, Fixed/variable Banner, Scheduling Banner, Multi-Impression Banner, and Frame Remote Control to increase the advertising effect. And then to increase the advertising effect web publisher, which is specialized in lottery site, is constructed using the network advertising service and various advertising technology.

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A Study on Development of Network Advertising Service through Internet (인터넷을 통한 네트워크 광고 서비스 구축에 관한 연구)

  • Lee, Hee-Nahm;Lee, Chang-Ho
    • IE interfaces
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    • v.13 no.4
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    • pp.599-607
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    • 2000
  • In recent days, Internet advertising effects are expanded by the steep increase of the Internet users and the extension of the advertising market will be accelerated through Internet. This paper indicates the importance of Internet advertising and suggests the solution of a network advertising service. The system is divided into an Advertise Server, an Advertiser and a Web Publisher. This study proposes both the collection and the analysis of traffic data in real time. Also, the banner advertising frames not for sale purpose are levelled for the impression using the solution for the banner exchange engine. In addition, with developing the advertising service system by using Active Server Pages, the newest language of server side script will be able to lead the additional supplement of more various profitable functions when it is considered the rapid increment of Active Server Pages.

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A Study on Effective Advertisement System using DID(Digital Information Display) (DID(Digital Information Display)를 이용한 효과적인 광고 시스템에 대한 연구)

  • Song, Eun-Jee;Kang, Min-Sik
    • Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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    • pp.870-873
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    • 2012
  • The advertisement using DID(Digital Information Display) has been a huge increase in many public spaces. Many company has been advertise their products through DID in recent. In this paper, we suggest more effective advertisement system on DID for advertisers. This system can provide a floating population, operation information and other useful I informations for advertisement. The advertisers can choose and buy the advertisement that they want.

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Multimodal Discourse: A Visual Design Analysis of Two Advertising Images

  • Ly, Tan Hai;Jung, Chae Kwan
    • International Journal of Contents
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    • v.11 no.2
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    • pp.50-56
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    • 2015
  • The area of discourse analysis has long neglected the value of images as a semiotic resource in communication. This paper suggests that like language, images are rich in meaning potential and are governed by visual grammar structures which can be utilized to decode the meanings of images. Employing a theoretical framework in visual communication, two digital images are examined for their representational and interactive dimensions and the dimensions' relation to the magazine advertisement genre. The results show that the framework identified narrative and conceptual processes, relations between participants and viewers, and symbolic attributes of the images, which all contribute to the sociological interpretations of the images. The identities and relationships between viewers and participants suggested in the images signify desirable qualities that may be associated to the product of the advertiser. The findings support the theory of visual grammar and highlight the potential of images to convey multi-layered meanings.

A Study on Effective Advertisement Offer System using Digital Information Display (DID(Digital Information Display)를 통한 효과적인 광고 제공시스템에 관한 연구)

  • Kang, Min-Sik
    • Journal of Digital Contents Society
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    • v.14 no.1
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    • pp.73-80
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    • 2013
  • The advertisement using DID(Digital Information Display) has been a huge increase in many public spaces. Many company has been advertise their products through DID in recent. In this paper, we suggest more effective advertisement system on DID for advertisers. This system can provide a floating population, operation information and other useful informations for advertisement. The advertisers can choose and buy the advertisement that they want.