• International Area Studies Review
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• v.20 no.1
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• pp.183-208
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• 2016

The objective of the study was to find out whether the Super Bowl adverts with high Ad Meter scores had more advertising appeals related to U.S. culture in Hofstede's dimensions. The significance of the study lies in the analysis on U.S. consumer preferences on adverts in terms of culture under one of the most representative American sport event: Super Bowl. The study was based on a content analysis of top and bottom 10 Super Bowl adverts during a period of consecutive seven years 2005 through 2011. The top and bottom ten were grouped based on the Ad Meter scores by the USA Today. The number of adverts interpreted by two coders along with the author was 139. The coding results implies that adverts in the top 10 group carried more appeals connected to US culture in Hofstede dimensions, such as youth, untamed, and magic in uncertainty avoidance dimension. Meanwhile, such appeals as ornamental, vain, and status in high power distance dimension were mainly found in the bottom 10 adverts group. Grounded on the findings from the content analysis, links between the score levels and the presence of certain appeals may offer marketers a hint on what appeals they emphasize when producing adverts in a certain cultural bound, let alone Super Bowl adverts targeting TV viewers in the U. S. A.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.4
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• pp.59-66
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• 2015

The rapid development of information communication technology(ICT) is born opportunities of business venturing and many items of start-up. On the smart media era, there are a lot of location based services. Thus we researched to find which factors impact location based constructs on smartphone environment in this study. We have conducted a preference analysis of the influencing factors for location based constructs for our study. In first steps, based constructs that were already known by empirical studies were categorized information, entertainment, safe&emergency, navigation&tracking and advertising&commerce. In second steps, the preference relationship among the categorized constructs were analyzed using AHP(analytic hierarchy process) technique. Participants of this study were 106 students H university in Daejeon-city during 2014. 10. 11 to 2014. 10. 25. The result of the analysis might be summarized that the chatting(0.170) has the highest preference among the above constructs. Based on these findings, several theoretical and practical implications were suggested and discussed.

• Journal of Digital Convergence
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• v.19 no.10
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• pp.111-118
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• 2021

As increasing interests in charitable giving, there is also a growing need to examine the factors which influences on consumer's giving behavior. Whereas past research focused mainly on one-time donation, this study examined how gender affects giving behaviors related to social connection with a donee. In Study 1, we found that compared to men, women showed more favorable attitudes toward the relationship based giving. Results from Study 2 revealed that, compared to male-primed women, female-primed women reported more positive giving intention. They are also more interested in interaction with donee. The current research demonstrates that gender differences leads to different responses towards the relationship based giving. Implications of this research for charity solicitation methods are discussed.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.539-544
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• 2023

In this study, several important aspects were studied in producing video advertisements based on the lifestyle and SNS status of Generation Z. Generation Z highly values participation and interaction due to the nature of SNS, so SNS advertisements should be produced in a way that induces active interaction with viewers and accepts feedback. Here's a summary of the main parts. It prefers various content formats of Generation Z that consume information. Advertisements should be produced in various formats such as text, images, and videos, and should have flexibility suitable for various platforms. Because each SNS platform has its own characteristics due to platform specialization, this study suggests that advertisements analyze the characteristics of the platform and use the appropriate content strategy for the optimized platform. As an emphasis on value proposition, we propose an advertising format setting to focus on what value the product or brand provides. It is important to clearly emphasize the advantages and intrinsic value of a product or service in video advertising, and in conclusion, we propose to focus on the case of increasing interest by adopting modern and trendy design of storytelling as an attractive and unique design method of aesthetic design and visual effects. Considering these factors comprehensively, the research value of this paper will be able to establish an effective SNS marketing strategy by producing video advertisements that match the lifestyle and SNS usage characteristics of Generation Z.

• Journal of the Korean Graphic Arts Communication Society
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• v.30 no.2
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• pp.69-78
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• 2012

This research attempts to analyze how attributes of ad model influence on brand familiarity, personality, and preference among consumers. Attributes of ad model was classified into three; attractiveness, professionalism, and reliability. One hundred of consumers who lived in Daejeun City were selected as respondents for this research. The result of hypothesis I showed that attributes of ad model significantly influenced on brand familiarity. it was the result of hypothesis II that both Attractiveness and professionalism of ad model affected brand personality. It was also found that attractiveness and professionalism are significantly brand preference from the result of hypothesis III. In conclusion, findings showed that attractiveness of ad model mostly influenced on brand familiarity, personality, preference.

• Archives of design research
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• v.18 no.2 s.60
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• pp.69-78
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• 2005

In order to attract consumers in the advertisement media and large discount marts, there needs to be a strong brandimage with a competitive and distinctive packing design. This study recognized the importance of packing designs and investigated consumers' preference for brands depending on packing designs of drinks in order to draw out consumers' positive attitudes toward the brand. The consumers feel that there are more fruit content in the drink that expresses its ingredients realistically than the drink that expresses its ingredients unrealistically on the packing design. The study also examined the consumers' preference for brands depending on their interests in well-being and the expression in the packing designs. In result, the difference was statistically significant. The study investigated the most preferred container for drinks was glass bottles and the most preferred orange juice was the fruit 100% content. Therefore, the expressions of ingredients of drinks and their interests in well-being were the difference in consumers' preference in brands and purchase intention. It had effects on the fruit content.

• Archives of design research
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• v.11 no.3
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• pp.101-110
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• 1998

It is impossible that the corporation can make up good corporate images with sales promoting and pursuing profits only. To form impressive oorporate images, the corporation should acquire efficient marketing images and social oonfidences with the investment for the culture, the art, the preservation of public health, educations and social welfare programs. The oorporate image is indined to be formed by audiences subjectively even though the corporation makes great efforts to have its unique images. The audience has a tendency to have their subjective opinions about the corporate image based on several informations communicated by the corporation and various sources. The sensitive approach and emotional persuation can be efficient for making good corporate images because corporate images of audiences arise from emotional and sensitive factors rather than rational ones. There are many previous studies verifying that the humor effect should be one of powerful means for inducing concentrations, memorizations and persuations. The majority of popular advertisings are humor touched one and the questionaire proves that almost all university students participating sample test, prefer humorous advertisings to serious advertisings. The questionaire verifies that it is a most efficient method is using humor effects at product advertising to improve the corporate image indirectly. And there are very possitive reactions about applying humor effects for the corporate image advertising and the other advertisement types such as pamphlets and catalogues. The humor effect motivates the persuation with spiritual pleasures and intimacy, and it minimize the negative aspects of advertising for the formation of the corporate image. The humor effect is valuable not only for the formation of the corporate image reflecting the entity of the oorporation itself but also for the ideation of advertising communications. The study on the humor effect related with the corporate image is significant because the humor is a different version of the humanism based on deep oontemplation and oomprehension of human life rather than simple means to motivate laughers.

• Proceedings of the Korean Information Science Society Conference
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• 1998.10c
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• pp.99-101
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• 1998

점차 규모가 확대되어 가는 전자상거래 분야에서 차별화를 위하여 개인화된 서비스 제공을 위한 one-to-one 마케팅을 도입하였다. 기존의 가상 상점들을 사용자가 구매를 원하는 물건을 검색하여 찾아야 하는데, push기술과 에이젼트를 도입함으로써 고객에게 맞춤 서비스를 제공한다. 고객의 선호도 조사와 로그인한후의 행위를 모니터링하고 구매결과들을 분석하여 다음 고객의 방문시 그 고객만의 상점을 제공해준다. 모니터링 에이젼트(Monitoring Agent), 분석 에이젼트(Analysis Agent)의 도입으로 고객이 정말 원하는 것이 무엇인지 고객이 인지 못하고 있는 것도 제시함으로써 정보의 유용성을 높여주고, 개인화 에이젼트(Personalize Agent)를 통해 고객의 편의 도모뿐만 아니라 Rule-based에 근거하여 고객이 관심 있을 만한 상품과 광고를 선정해 제시함으로써 구매를 자극한다. 본 시스템에선 자바의 "Write Once, Run Anywhere" 성격에서 잘 나타난 분산환경에서의 장점을 이용하고자 최대한 자바의 기술을 사용해서 시스템을 설계하고 에이젼트를 만들었다.이젼트를 만들었다.

• Proceedings of the Korean Society of Computer Information Conference
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• 2020.07a
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• pp.279-280
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• 2020

최근 소셜 미디어로 이름을 알린 이색 카페와 맛집을 찾아다니는 문화가 확산되는 추세이다. 블로그 포털 검색을 통해 찾아본 맛집은 광고성 게시물이 많아서 신뢰도가 떨어지고, 맛집 관련 게시물 수가 많아서 모든 게시물들을 수동으로 읽기는 불가능하다. 본 논문에서는 사용자들이 선호해서 자발적으로 공유하는 신뢰도 높은 인스타그램의 맛집 포스트 데이터를 이용하여 아이템 기반의 협업 필터링(Item-based Collaborative Filtering) 기법을 통해 사용자의 취향에 맞고 선호할 만한 맛집을 자동으로 추천해주는 알고리즘 및 시스템을 소개한다.

• Journal of Intelligence and Information Systems
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• v.29 no.2
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• pp.323-338
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• 2023

TV advertising with deep analysis of watching pattern of audiences is important to set-top box audience targeting. Applying session-based recommendation model(SBR) to internet commercial, or recommendation based on searching history of user showed its effectiveness in previous studies, but applying SBR to the TV advertising was difficult in South Korea due to data unavailabilities. Also, traditional SBR has limitations for dealing with user preferences, especially in data with user identification information. To tackle with these problems, we first obtain set-top box data from three major broadcasting companies in South Korea(SKB, KT, LGU+) through collaboration with Korea Broadcast Advertising Corporation(KOBACO), and this data contains of watching sequence of 4,847 anonymized users for 6 month respectively. Second, we develop personalized session-based recommendation model to deal with hierarchical data of user-session-item. Experiments conducted on set-top box audience dataset and two other public dataset for validation. In result, our proposed model outperformed baseline model in some criteria.