• Title, Summary, Keyword: advertising

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A Study on the Equity of Regulation in Advertising (광고에 있어 규제의 형평성에 관한 연구)

  • Choi, Min-Wook
    • Journal of Digital Convergence
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    • v.16 no.11
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    • pp.275-280
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    • 2018
  • This study attempts to examine the equity of regulation in advertising. After scrutinizing asymmetric regulation in advertising, this study propose measures to increase the equity of advertising regulation. This study proposed horizontal regulation and unification of regulatory agencies as direction of increasing the equity of regulation in advertising. In order to ensure the equity of advertising regulation in the new types of media that appear in various ways, horizontal regulation that decides advertising regulation policy based on the nature of contents or service is desirable. To increase the equity of regulation in advertising, it is recommended that the advertising regulatory system be operated with integrated regulatory organization.

Untangling the Way Smartphone-based Multiscreening Influences Attitude toward Mobile Video Advertising (스마트폰 기반 멀티스크리닝과 모바일 비디오 광고태도: 매개효과 검증)

  • Lee, Ki-Young
    • The Journal of the Korea Contents Association
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    • v.20 no.8
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    • pp.176-185
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    • 2020
  • This study aimed to explore whether and how smartphone-based multiscreening affects a consumer's attitude toward mobile video advertising. For the latter purpose, this study proposed and empirically tested whether perceptions of advertising informativeness and advertising intrusiveness mediate the impact of smartphone-based multiscreening on attitude toward mobile video advertising. The results of an online survey (n=155) indicated that smartphone-based multiscreening was significantly and positively related to consumer attitude toward mobile video advertising and that the effects of multiscreening were partially transmitted via perceived advertising informativeness. Unexpectedly, however, the mediating role of perceived advertising intrusiveness was not supported in this study.

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 and 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 Hedonic Model Effects for Consumer-oriented Retargeting Advertising Based on Internet of Things

  • Kim, Bo-Ram;Yoon, Yong-Ik;Chung, Man-Soo
    • Journal of the Korea Society of Computer and Information
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    • v.22 no.2
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    • pp.75-80
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    • 2017
  • In this study, we developed a Hedonic Model for Retargeting Advertising Based on Consumer-centerd IoT space for offering useful, interest, and interactive information to consumer. And most existing relative researches about Internet of Things but, this paper focusing on the Type of information, humor, and interactive and analyze the attitude and clicks intention to Retargeting Advertising Based on Consumer-centerd Internet of Things. According to the results, humor Advertising is positively related to attitude and click intention toward Internet of Things Advertising. But information Ad and interactive Ad affect positive to click intention. This is mean that click intention is more immediate reaction of consumers in the IoT space. Therefore Future research will be designed in a more interactive elements that can lead to positive reaction of consumers on the Internet of Things be more effective if you advertise advertising.

Internet Fashion Advertising Avoidance: Internet Advertising Attributes (인터넷 패션 광고 회피에 관한 연구: 인터넷광고속성을 중심으로)

  • Cho, Se-Na;Lee, Seung-Hee
    • Journal of the Korean Home Economics Association
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    • v.47 no.9
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    • pp.83-90
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    • 2009
  • The purpose of this study was to investigate advertising avoidance of the Internet fashion advertising. Three hundred and thirty college students living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and Structure Equation Modeling were used. The results were as follows. First, an ‘informativeness’ and ‘entertainment’ of advertisement affected negatively on fashion advertising avoidance. Second, ‘the perceived intrusiveness’ of advertisement did not affect significantly on fashion advertising avoidance. Third, ‘the clutter’ of advertisement did affect positively on advertising avoidance. Based on these results, this study would provide Internet fashion marketers more efficient Internet fashion advertising strategies.

The Effects of Congruence between Self-Image and the Advertising Image of Chinese Consumers on Advertising and Brand Attitudes -The Moderating Role of a Fashion Advertising Model's Nationality-

  • Cui, Yu Hua
    • Journal of Fashion Business
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    • v.21 no.6
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    • pp.1-15
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    • 2017
  • This study examines the various responses of Chinese consumers, depending on the nationality of the fashion advertising model featured in an advertisement; it explores the effects of a congruence between self-image and advertising image (CSIAI) on consumer attitudes. This study was conducted by collecting data online; 200 samples selecting a Korean model and 200 samples selecting a Chinese model with a fashion brand were analyzed. A structural equation model confirms the conceptual framework for the influence of CSIAI on consumer attitudes and purchase intentions. The results show that the perceived CSIAI of consumers positively influences their attitude toward the advertising and the brand, and further, that advertising and brand attitudes significantly affect the purchase intention of consumers. This positive relationship is moderated by the nationality of the model. These findings suggest that the nationality of the model can serve as an important retail mix for global marketers. Other results and management implications are also discussed.

Advertising effects of the affect induced by TV fashion advertisements (TV의류광고에 대한 감정이 광고효과에 미치는 영향)

  • Park, Hye-Sun
    • Korean Journal of Human Ecology
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    • v.17 no.3
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    • pp.493-500
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    • 2008
  • The purposes of this study were to investigate the factors of affect induced by fashion advertising and to analyze the effects of affect on advertising effects: advertising preference, brand preference, and purchase intention. A total of 400 college students were surveyed in September, 2006, using 4 TV fashion advertisements(Bean pole, Bang bang, Nike, and Adidas). The data were analyzed with factor analysis, multiple regression analysis, ANOVA, Scheffe Test, Cronbach's $\alpha$, and path analysis, using the SPSS 12.0. The results were as follows; 1) Two factors of affect were identified: 'pleasure' and 'domination and arousal'; 2) There were differences of induced affect factors, advertising preference, brand preference, and purchase intention among 4 TV fashion advertisements; 3) Advertising preference was more affected by 'pleasure' than by 'domination and arousal'; 4) Brand preference was affected by advertising preference, 'domination and arousal' and 'pleasure' in order of significance; and 5) Purchase intention was affected by brand preference, 'domination and arousal', advertising preference, and 'pleasure' in order of significance.

The Impact of Video Quality and Image Size on the Effectiveness of Online Video Advertising on YouTube

  • Moon, Jang Ho
    • International Journal of Contents
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    • v.10 no.4
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    • pp.23-29
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    • 2014
  • Online video advertising is now an increasingly important tool for marketers to reach and connect with their consumers. The purpose of this study was to empirically investigate the impact of video format on online video advertising. More specifically, this study aimed to explore whether online video quality and image size influences viewer responses toward online video advertising. By conducting an experimental study on YouTube, the results suggested that enhanced video quality of online advertising may have an important impact on effectiveness of the advertising, and the concept of presence is a key to understanding the effects of enhanced video quality in online advertising.