• Journal of the Korea Society of Computer and Information
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• v.19 no.11
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• pp.183-192
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• 2014

With the rapid mobile phones and global diffusion of mobile marketing it is very important to understand cross-national consumer attitude and behavioral intentions toward mobile marketing as a promotional channel. Some areas of mobile advertising still need more investigation. Especially, the topic about consumer attitude toward mobile advertising has been received a considerable amount of attention. Based on the Technology Acceptance Model (TAM), this study investigates the relationship between characteristic of mobile advertising and purchase intention toward mobile advertising, and analyzes moderating effect of country type. The result of this study could help researchers and practitioners to understand which factors should be managed to increase the effectiveness of mobile advertising.

• The Journal of the Korea Contents Association
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• v.17 no.11
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• pp.90-101
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• 2017

This study will analyze that the meaning and the characteristic of Information design type advertising. This study research the advertisement and Information with the issue and explore Information design type advertising samples by doing an in-depth analysis with an expert group and an inexpert group. It attracts customers visualizing sensational information and data as information design technique. It can be classified in to Manual type ad, Identity type ad, Data visualizing type ad. The communication formula of it goes through the keywords: Attention, Curation, Study, and these Curation and Study are new steps which didn't exist before in consumer behavior model. Information used in it comes from common sense or storytelling made by imagination, but there is no example of using false information distorting truth. Not exaggeration and falsehood, interesting which based on confidence creates a bond of sympathy: period time.

• The Korean Journal of Food And Nutrition
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• v.29 no.6
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• pp.835-848
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• 2016

The purpose of this study was to find efficient and customized tools for delivering the benefit of health functional foods (HFFs). Delivery tools which could influence the impact of advertising were images, explanations of ingredients, diagrams of health benefit, patents, and comments from authority. Six advertisements were developed using these tools: "A": relevant image + explanation of ingredients + scientific diagram of efficacy; "B": relevant image + explanation of ingredients; "C": relevant image; "D": irrelevant image; "E": irrelevant image + explanation of ingredient + patent; "F": irrelevant image + explanation of ingredient + comments from authority. To analyze the consumer perceptions on HFFs and advertisement effects, 300 respondents were requested to answer a questionnaire comprising of the following questions: 5 questions of attitudes (necessity of HFFs, trust in HFFs, gathering information, watching advertisements and trust in advertisement claims) and 6 questions on the 6 developed advertisements (attention, understanding, sufficiency of information, sympathy, trust, and purchase). Scoring was done as per the 5 Likert scale. There was a higher proportion of females and the elderly, as compared to males and youngsters. The overall consumer attitudes were positive. Explanation of ingredients, scientific diagram of health benefit, patents and expert comments were helpful factors in increasing the advertisement evaluation by consumer, but the images were not. Advertisement evaluation of consumer did not differ with gender and age. However, differences were observed between some of the consumer attitudes (necessity of HFFs, trust in HFFs, gathering information and trust in advertisements claim) and advertisement evaluations (attention, understanding, sympathy and purchase). Our results indicate that for consumers utilizing the HFFs, advertisements with concrete tools such as diagrams, patent, and expert comments are more helpful. However, for consumers who do not have interest in HFFs, the scientific information was irrelevant. We believe that to maximize the effect of health information in advertisements, consumers should be segmented, and customized tools for each segment needs to be developed.

• Archives of design research
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• v.15 no.3
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• pp.157-166
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• 2002

This research verified advertising effect according to ad information format and layout based on resource-matching theory. Existing researches suggested inconsistent results that it's effective to design advertising easy to understand by using factual information presentation and integrated layout or it's effective do design difficult advertising to understand by using explanatory information presestation and separate layout. The result of this study suggest that advertising effect by advertising design style is different according to situational elements such as motivation level of information processing and brand hierarchy. The results show that, in the high prestige brand, easily designed advertising using factual information presentation and integrated layout is more effective because consumers make favorable inference by remained cognitive resources. Contrary to this in the low prestige brand, not easily designed advertising using explanatory information and separate layout is more effective because consumers have no remained cognitive resources so that they concentrate on advertising itself.

• Korean journal of communication and information
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• v.47
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• pp.96-119
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• 2009

Although there ate many studies on cross-cultural comparison of advertising appeals, very little is known about how receivers from different cultures process visual images in global advertising. The purpose of this study is to examine how cultural differences between East Asians and Westerners influence the cognitive process of visual images from standardized global advertising by employing the Nisbett's framework of holistic/analytic thought. Nisbett contends that East Asian tend to attend to the context and the relations between objects and contexts as holistic thinkers while Americans tend to see the worlds analytically. The results of a experimental study conducted using 80 subjects from Korea and the United States suggest that Korean participants are more likely to mention relatively peripheral, nonsalient, or background information than are American participants. Thus, this study support the Nisbett's notion that East Asians are more sensitive to contextual information than are Westerners and challenge the belief that standardized visual images are part of a "universal language".

• Korean Journal of Human Ecology
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• v.19 no.2
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• pp.343-359
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• 2010

The purpose of this study is to analyze college students' TV advertising information recognition, comprehension and affecting factors on them. Data were collected by a survey of college student consumers after experiments with TV commercials. ANOVA, Duncan, and stepwise multiple regression analysis were carried out with the gathered data. The results are as follows. First, the TV advertising information comprehension degree of the college students consumers were shown to be low, by 41.2%. The comprehension degree was especially low when the information was presented visually without any verbal expression. Second, assuming that the comprehension of TV advertisements is defined by a correct perceptual understanding after recognizing the consumer-deception factors, the percentage of correct answers was poor, by 29.2%. Third, according to sex, average monthly income, degree of immersion on TV commercials, advertisement attitude, and consumer education of school, the TV advertisement information recognition and comprehension showed varying degrees between the groups. In the case of women students whose average monthly income was 100 to 300 thousand Korean won, had a high degree of immersion on TV commercials, and a high degree of consumer education at school, the TV advertising information recognition was shown to be high. In the case of third year college students who had a medium level of immersion on TV commercials and a high degree of consumer education at school, the TV advertisement comprehension was high. Fourth, the high explanatory factor of TV advertising information recognition and comprehension was found to be common because of consumer education at school.

• Digital Contents
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• no.5 s.96
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• pp.60-64
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• 2001

과거의 마케팅은 기업이 상품을 만들어 특별한 고객 정보분석이 없이 상품에 대한 홍보 및 광고가 주류를 이루는 것과 달리 현대에는 이러한 마케팅 활동에 의한 기업의 수익을 향상시키는데 한계를 느끼고 이러한 상황에서 고객에 대한 이해를 바탕으로 한 마케팅 활동이 등장하게 됐다. 이러한 고객에 대한 이해를 바탕으로 영업, 마케팅, 고객서비스 프로세스를 재구성하는 일련의 활동을 고객관계관리, 즉 CRM이라한다.

• KOREAN POULTRY JOURNAL
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• v.45 no.6
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• pp.150-151
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• 2013

본고는 여름철 혹한기를 맞이하여 농가에서 스트레스로 인한 생산성 저하를 줄이기 위한 일환으로 국내 약품회사들이 생산하여 판매하고 있는 스트레스 제재를 소개하여 농가들의 이해를 돕고자 마련하였다. 본 회사들은 본지를 통해 광고 협찬을 하고 있는 업체들 위주로 소개하였다.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.180-196
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• 2021

The goal of this research is to examine the effects of sports star influencer advertising value on brand equity in social networking sites. In particular, this study identifies the moderating role of consumer team identification. A total of 350 university students participated via online survey. To test proposed hypotheses, confirmatory factor analysis, structural equation modeling, and multi-group analysis were employed. It was found that informativeness, entertainment, and credibility showed significant positive effects on brand equity. Also, significant moderation effects of team identification were found in that consumers with high team identification compared to those with low team identification perceived higher value of entertainment. On the other hand, consumers with low team identification perceived more irritation than those with high team identification. This study contributes to the understanding of sports star influencer advertising in social networking sites. Theoretical and practical implications as well as suggestions for future research in this area are provided.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.313-314
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• 2012

유머의 표현기법을 적용한 옥외광고는 소비자에게 유머를 유발시켜 즐거움과 웃음을 전달하는 효과를 가지고 있으며 전달하고자하는 메시지를 쉽게 이해시키고 연상되어 기억에오래 남는 효과를 준다. 또한 판매를 촉진하고, 정보를 정확하게 전달하는 기능 이외 대중에게 친밀감을 조성하고 사람들에게 정신적 즐거움을 통해 긴장을 해소시켜 주고 심리적 부담을 덜어주는 사회문화적 기능의 역할을 한다. 본 연구에서는, 공간의 활용과 큰 스케일에 따른 강력한 임팩트를 주는 옥외광고를 중심으로 유머표현방법을 사용한 중국 미국 한국의 사례를 유형별과 국가별로 비교 분석하고 중국의 사례에서 나타난 문제점과 가이드라인을 제시하고자 한다.