• Title, Summary, Keyword: public advertisement

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Research of the public service advertising using interactive media in public space (공공 공간에서 인터랙티브 미디어를 이용한 공익 광고 디자인에 관한 연구)

  • Li, Cheng;Park, Sanghyun
    • Proceedings of the Korea Contents Association Conference
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    • pp.933-937
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    • 2009
  • Interactive multi-media advertising is a new field with broad space of research coming into being with the emergence and extensive application of computer multi-media technology. This text analyzes the existing application in the advertisement of mutual media at first. Secondly analyze the public service advertisement design in the mutual media and public space. Through to in the public space, utilize to public service advertisement design and analysis of the mutual media, To characteristic and advantage of the mutual media, make the application of the public service advertisement to carry on research on the public space.

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A Study about the Effect of Energy Public Advertisement on the Energy conservation Consciousness and Behavior (에너지 절약광고가 에너지 절약의식과 행동에 미치는 영향에 관한 연구)

  • 최남숙
    • Journal of Korean Home Management Association
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    • v.8 no.2
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    • pp.119-134
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    • 1990
  • The purpose of this study were to investigate; The contact of housewives with governmental public advertisement about the energy conservation, general tendency about the energy conservation consciousness and behavior. For these purposed, a survey was conducted using questionnaires. Data analysis were conducted from 367 housewives with children in Seoul. Used statistical method were Frequency Distribution, percentile, Mean, one Way Anova, t-test, F-test, Pearson's Correlation, Multiple regression Analysis and Path Analysis. Major findings are as follows. 1) Level of public advertisement contact was low. In contrast to , level of energy conservation consciousness, consciousness change, and behavior was adequately high. 2) Statistically significant difference were found in advertisement contact according to the husband's age , Energy conservation consciousness change according to husband's occupation, and energy conservation behavior according to family life cycle. 3) Energy conservation consciousness changes were increased by advertisement contact. Energy conservation behaviors were increased by conservation consciousness and the degree of conservation consciousness change. 4) Governmental public advertisement about the energy conservation has both direct and indirect effect on the energy conservation behavior. From these finds, the following suggestions are made. Governmental effort about the energy conservation advertisement is needed to be activated. And the implications for the future study was need to incorporate the psychological variables in energy conservation study.

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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.

Customer Behavior Analysis on Mobile Advertisement

  • Koh, Bong-Sung;Lee, Seok-Won
    • 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.

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Customer Behavior Analysis on Mobile Advertisement

  • Koh, Bong-Sung;Lee, Seok-Won
    • 한국데이터정보과학회:학술대회논문집
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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.

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The Influence of Knowledge, Beliefs and Attitudes on Anti-Smoking Public Service Announcement Message Types and Audience Characteristics (수용자특성 및 금연광고 메시지가 지식․신념․태도에 미치는 영향)

  • Ryu, Ji-Hye;Cho, Kyoung-Won
    • Korean Journal of Health Education and Promotion
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    • v.31 no.1
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    • pp.1-11
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    • 2014
  • Objectives: In this study, the most executed social norm and advertisement about health consequences status were examined. The direction of effective anti-smoking advertisement is suggested in this study by figuring out the primary factors which affect smoking attitudes. Methods: The survey period of this study was from Nov $5^{th}$ to Nov $16^{th}$, 2012. 423 complete questionnaires were used for final analysis. The collected data were analyzed by SPSS Ver. 14.0, and reliability analysis, factor analysis, frequency analysis, F/t qualification, t-test, and multiple regression analysis, were performed. Results: This study is worth as a diagnosis of current status by using advertisement about social norm(51.4%) and health result(34.3%), which covers total of 85% in appeal types of anti-smoking advertisement that has been practically used in Korea. As a result, the health result type showed better result on belief and attitude. Conclusions: When establishing message strategy for anti-smoking advertisement, this study can help future direction for effective anti-smoking advertisement by figuring out effect of factors on smoking attitude.

A Study on Improvement of TV Public Service Advertisement Based on Persuasive Communication -Focused on TV Public Service Advertisement in China- (설득 커뮤니케이션에 기반을 둔 TV 공익광고 개선방안 -중국의 TV 공익광고를 중심으로-)

  • Wen, Ke-Jing;Choi, Won-Ho
    • The Journal of the Korea Contents Association
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    • v.18 no.6
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    • pp.628-642
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    • 2018
  • Modern TV public advertisements of China began in 1986. As messages were spread and expanded to the public through TV media, the society as a whole started to accept the public advertisements and the influence of public advertisements increased ever more. Successful persuasion is an important prerequisite for realizing the effects of TV public advertisements and this study sought to examine persuasion strategy at this moment when media, messages and the audience are becoming diversified. It sought to know of the present situation of China's TV public advertisements particularly from the standpoint of Chinese and analyze persuasion strategy and usage based on the theory of persuasive communication.

The Effects of SNS Advertisement Constituents on Advertising Reliability and Purchase Intention: Focusing on Facebook (SNS 광고 구성요인이 광고 신뢰도와 구매의도에 미치는 영향: 페이스북을 중심으로)

  • Kim, Eun-Hee;Yu, Seung-Yeob
    • Journal of Digital Convergence
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    • v.16 no.5
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    • pp.163-172
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    • 2018
  • This study examined what constitutes the factors of the advertisement of Facebook advertisement, and what factors affect the reliability of the advertisement and the purchase intention. Data were collected from Facebook users and analyzed through exploratory factor analysis and multiple regression analysis. The results of this study are as follows: First, the factors of constituting Facebook advertisement were five factors of advertisement interest, customized information, advertisement exposure, peripheral responsiveness, and product late information. Second, it is confirmed that customized information has a statistically significant effect on ad reliability. However, ad exposure has an adverse effect on ad reliability. Third, customized information and advertising interest had a statistically significant effect on purchase intention. The results of this study have implications for the theoretical development of Facebook advertisement and the basic data for establishing Facebook advertisement strategy.

The Effects of Environmental Claim Types and Consumer Vocabulary on Eco Fashion Advertisement (친환경 패션 광고의 친환경 주장 유형과 소비자 언어가 광고효과에 미치는 영향)

  • Kim, Minyoung;Chun, Eunha;Ko, Eunju
    • Fashion & Textile Research Journal
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    • v.19 no.2
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    • pp.166-179
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    • 2017
  • Fashion industry have been emphasizing on eco-friendly business to enhance their public image. Due to the lack of consumers' awareness and experience of eco fashion advertising, this have resulted in adverse outcomes. Therefore, it is required to develop eco fashion advertisement that meets the public interest of Koreans. This study aims to obtain practical implications which can be applied to further eco fashion advertising. The study examines the public opinion towards eco fashion using Twitter as big data analysis and the protracted implication was provided to consumers as consumer vocabulary to see the advertising effect of consumer vocabulary. In addition, this study focuses on the environmental claim types to identify the most effective advertisement in eco fashion. The results are as follow. Associative claim types had a more positive influence on advertising attitude than substantive claim types. Substantive claim types had a more positive influence on brand cognition than associative claim types. In addition, the moderating effects of consumer vocabulary on advertising attitude and brand cognition were supported in substantive claim types. Advertisement attitude shows positive effects to both brand cognition and brand attitude. It has been proved that brand cognition leads to positive influence towards brand attitude and brand attitude eventually increases consumers' urge to buy products. This study has implication when providing a guideline for eco fashion advertisements.

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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