• Smart Media Journal
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• v.11 no.8
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• pp.29-36
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• 2022

Smart advertising in digital media has become an active research field in the past few decades. The purpose of the study is to investigates the interaction effects between the message expression type and brand familiarity on the effectiveness of raffle advertising. An online 2×2 between subjects experiment was constructed. The results showed the interaction effects between the message expression type and brand familiarity on advertising attitude, brand attitude, and purchase intention.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.455-461
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• 2018

This study empirically examines the differences in advertising-related memory and product-related memory effects and ad attitudes between art infusion(interactive/ print advertising) and reguratory focus (promotion focus / prevention focus). Two - way MANOVA analysis was used for the factor analysis. The advertising experiment for renowned artists manipulated the 'self portrait' of 'Vincent Van Gogh'. The results of this study are as follows: First, promotion - focused consumers remember interactive advertising more than advertising printed advertisements in advertisements for advertising on publicity. Second, the consumers who focus on preventive focus tend to recall the information related to the product rather than the interactive advertisement.

• The Journal of the Korea Contents Association
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• v.9 no.8
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• pp.341-349
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• 2009

This study compares the relative effectiveness of affective factor(Ad attitude) and cognitive factor(Brand cognition) on brand attitude among three ad types - direct comparative, indirect comparative, and noncomparative ads. The results showed that in direct comparative advertising context the brand cognition is dominant in determining brand attitude. In indirect comparative advertising context brand cognition is also dominant in determining brand attitude, but the difference is less than direct comparative advertising. In noncomparative advertising context the ads attitude is dominant in determining brand attitude. According to research outcomes, it could be said that direct comparative advertising is more effective than indirect comparative advertising.

• Journal of the Korean Geographical Society
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• v.45 no.2
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• pp.256-274
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• 2010

The aim of this study is to examine agglomeration patterns of advertising industries and spatial networks of advertisement production in Korea. The focus of analysis is the agglomeration pattern of advertising industries within Seoul because these are agglomerated in Seoul like other business services. Analysis methods are local Moran's I index and location quotient with the regional percentages of each sector's number of employees. Clusters in Gangnam Area are related to start-up advertising firms and global agencies entering domestic advertising markets. Network analysis is used to investigate the spatial networks of TV advertisement production between advertising agencies(AA) and film productions(FP). After transformation of AA-FP network matrix to regional matrix centrality index and brokerage scores are calculated. This analysis shows individual region's different role and position in the AA-FP network. Many agencies in or out of Gangnam Area outsource most advertisement makings to film productions in Gangnam Area. Advertising industry dusters in Gangnam Area is important as of the destination of advertisement production networks and the circulation of those networks.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.172-183
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• 2021

The current study delves into millennial consumers' attitude toward 'undisclosed ads' and 'disclosed ads' through in-depth interviews. More specifically, this study explores how millennial consumers think of undisclosed ads and celebrity endorsers as well as influencers through interviewing 12 millennial consumers. In addition, this study also deals with millennial consumers' attitude toward disclosed ads and celebrity endorsers as well as influencers. Study results suggest that millennial consumers perceive 'undisclosed ads' as deceiving ads and hold negative attitude toward celebrity endorsers as well as influencers who are involved in 'undisclosed ads'. Interestingly, millennial consumers hold both positive and negative attitude toward 'disclosed ads'. 'Disclosed ads' could be delivered to millennial consumers without any reservation when it is integrated as an entertaining factor into contents. On the other hands, negative feelings could occur when 'disclosed ads' is frequently employed and is forcibly embedded in contents, making millennial consumers feel that it is imperative to watch 'disclosed ads' in order to enjoy free contents. In the discussion section practical implications are provided.

• (The) Korean Journal of Advertising
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• v.28 no.3
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• pp.53-81
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• 2017

As online video advertising market grows, viral advertising is drawing attention. This study investigated factors influencing consumer's sharing intent of viral advertising each from four dimensions which are content, sender, consumer, and network. As a result, factors of persuasive intent, brand-ad image fit, perceived self-presentation, and bridging social capital were found to affect consumer's sharing intent of viral advertising. And persuasive intent of content was found to be negatively affect consumer's sharing intent. Social value and bonding social capital were not found to have significant influence on consumer's sharing intent of viral advertising. From the analysis of this result, this study suggested future research topic and academic/practical implications.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.866-876
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• 2013

For the purpose of creating or maintaining a favorable customers' attitude tourism service firms use an advertising as a communication tool by changing ad-execution formats. Affective or informational ad-executions are normally applied for the service industry. In this study ad-attitude, products attitude, and purchase intention are tested whether the variables would be influenced by the ad-execution formats. As the result the study found that Ad-attitude influenced on product attitude but not on purchase intentions in the affective ad-execution format, whereas the Ad-attitude influenced both on product attitude and purchase intentions.

• The KIPS Transactions:PartB
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• v.15B no.1
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• pp.73-80
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• 2008

In this paper, an advertisement-keyword finding method using document clustering is proposed to solve problems by ambiguous words and incorrect identification of main keywords. News articles that have similar contents and the same advertisement-keywords are clustered to construct the contextual information of advertisement-keywords. In addition to news articles, the web page and summary of a product are also used to construct the contextual information. The given document is classified as one of the news article clusters, and then cluster-relevant advertisement-keywords are used to identify keywords in the document. We could achieve 21% precision improvement by our proposed method.

• 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.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2000.04a
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• pp.413-416
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• 2000

현재 소비자의 광고 효과 측정에 대한 연구는 정보 처리 모형에 근거한 인지 반응 연구와 주관적인 감성 반응 연구가 주를 이루고 있다. 이에 본 연구에서는 TV 광고에 대한 광고 효과를 인지와 감성적 부분으로 분류하여 해석한 Shimp(1981)의 모델을 기초로하여 각각의 뇌파의 반응을 측정하였고, 동시에 광고에 대한 감성형용사, 선호도, 구매 욕구를 통한 주관적 평가를 실시하였다. 그 결과 정보전달형 광고와 감성자극형 광고에 있어 뇌파 활성도, 감성형용사, 선호도의 차이를 나타냈다. 본 결과는 광고에 대한 소비자의 반응을 정량적인 방법으로 측정하여, 광고 효과 파악을 위한 새로운 모델의 가능성을 제시하였다는데 의의가 있다.