• Journal of Internet of Things and Convergence
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• v.1 no.1
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• pp.27-32
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• 2015

This study analyzed the relationship building and maintaining with advertising in new media advertising environment. The literature research and focus group interview were mainly used for research method, It was found that advertising played the role of building and developing the relationship as times went by. On the contrary, the relationship could be damaged by advertising. And model, music in advertising and program were the major factors which build relationship.

• The Korean Publising Journal, Monthly
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• s.351
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• pp.38-39
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• 2005

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.3 no.4
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• pp.59-88
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• 2008

For the success of the DMB market to meet consumers' demands for Ubiquitous Media and strengthen the nation's competitiveness, it's inevitable for us to activate DMB advertising as of main profit source for DMB Media, and to develop various types of DMB advertising which are linked to the profit model. So I'd like to look over the various types of DMB advertising which are suitable for DMB features as one of the efforts to activate DMB advertising. First of all, I've figured out what kinds of advertising are available for new media and which related technologies are required for DMB media. Through this research, I could find out what features of new media such as cable broadcasting, Internet and Mobile have become the source of developing various types of advertising and how to a great part to activate new media advertising markets by making the best use of their media features. This research also shows that DMB advertising has the high potential to be developed in various and effective types and kinds of advertising with its media feature and technological feature. This research observing DMB advertising cases showed that DMB advertising can be divided into 6 types such as forms, purposes, techniques, advertising positions, the use of LBS(Location Based Service), coupons and it could be developed into various kinds of DMB advertising dependent on each type. On the other hands, it would be great to have continual researches and follow-ups for various types of DMB advertising and the verification of the effectiveness for DMB advertising by performing potential DMB advertising.

• Journal of Digital Convergence
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• v.11 no.8
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• pp.321-330
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• 2013

This study attempts to understand the motives for using IPTV advertising and to understand the impact of the motivations on using behavior of IPTV advertising. To understand the motives for using IPTV advertising, a survey was conducted after pre-test for questionnaire design. The Composition of motive factors were ascertained through factor analysis. The analysis produced 4 dimensions of motives for using IPTV advertising, including 'economic motivation', 'information', 'advertising', and 'passing time/habit'. Each motive impacted on each using behavior differently.

• Archives of design research
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• v.17 no.1
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• pp.361-372
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• 2004

This study would focus on two section of comparison about creative : one is on between advertisement in magazines as an old media and banner advertisements in websites, the other is on between woman target-oriented advertisement and man target-oriented one. This study commenced on the basis on the viewpoint of gender-design assuming prevalence of masculine ideology in advertisement in the context of men-built society. How delicate the expressions toward woman in woman target-oriented adverts\ulcorner The objectives of this study is as followed. The stereotype could be seen in magazine adverts and web-banner. We can conclude that changed media environment seldom affects in the old media and new media. Especially color stereotype is appeal.

• Electronics and Telecommunications Trends
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• v.29 no.3
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• pp.1-10
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• 2014

미디어 환경의 변화에 따라 콘텐츠의 소비가 기존의 단방향 방송매체의 이용은 정체되고 있으며, 새로운 양방향 TV매체의 이용이 빠르게 활성화 되고 있다. 관련하여 광고분야에서는 소비매체의 특징을 반영한 맞춤형광고, 양방향 커머스형 광고, 리워드형광고 등 새로운 광고상품들이 나타나고 있다. 미디어 환경 변화에 대응하여 광고산업의 경쟁력을 확보하기 위해서는 개방형 스마트광고 플랫폼, 광고 효과 측정체계 및 기술 기반 구축 등 스마트광고 기술에 대한 연구개발이 필요하다. 본고에서는 뉴미디어 광고 유형사례와 스마트광고 플랫폼, 효과측정 기술동향 및 서비스 개발사례에 대하여 소개하고, 광고산업 활성화에 필요한 요소들을 도출하고자 한다.

• Archives of design research
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• v.15 no.4
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• pp.231-242
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• 2002

Due to the various reasons reducing the advertising effects in such as message reliability declining, target segmentation, and information technology, creative becomes more important than ever before. And this is more true in print advertising than electronic ones. The purpose of this study is to support to develop more effective advertisement in print advertising. Parody advertising, a postmodernic technique, effectiveness was tested empirically. Top-of-mind awareness, reliability toward advertising, attitude toward advertising, attitude toward brand, and purchase intention were adapted as a scale to measure the effectiveness of parody and non-parody advertising. Result proved the parody advertising shows higher effects than non-parody one. Conclusively saying that parody could be one of the possible ways to increase effects on print advertising to survive from the heavy competition and low attention.

• Journal of Digital Contents Society
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• v.16 no.1
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• pp.165-172
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• 2015

This research has been conducted to know the effect of advertisement according to consumer's need for cognition in the advertisement which is realized technique of the Internet of Things(IoT). The researchers distributed questionnaires and video advertisement, which is realized by using IoT technologies, to university students in the capital area after simple orientation about IoT advertisement. The result was that people who has high consumer's need for cognition showed more positive attitude to advertisement and it was statistically meaningful. As a result, the research could draw a conclusion that people have different attitude to advertisement that is realized using IoT technologies based on the consumer's need for cognition.

• Korean journal of communication and information
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• v.59
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• pp.162-179
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• 2012

The purpose of this study is to find a way to revive newspaper industry against digital new media revolution such as the internet, SNS(Social Network Service). To this end, indepth-interviews were conducted with the target incumbent senior reporters. The research areas are consisted of four subjects. For instance Awareness about the newspaper business crisis, the need for profitable business, potential conflicts of journalism and business, and desirable business. As a result of my research, executive reporters said that There is no management strategy Against the rapid expansion of social media and Therefore Business diversification is required. In short, They said that alternative business model should be developed, in which public and business interest are commonly respected, such as Information & Culture (internet, broadcasting, film, game, music), play, exhibition, publishing, and education.

• Journal of Internet Computing and Services
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• v.15 no.4
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• pp.91-102
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• 2014

The purpose of this research is to perform the consumer typological study of integrated emerging digital advertisement, where IT and advertisement industry were fused, and to propose the theoretical definition about consumer characteristic which is in need for collection of related market subdivision strategy in perspective of business marketing. For this, the Q methodology, the 'subjectivity' research of qualitative perspective, which discovers new theory by interpreting subjective system of thinking, preference, opinion, and recognition of inner side of respondents, was applied and analyzed. Compared to previous quantitative research that pursues hypothesis verification, this Q methodology is not dependent on operational definition proposed by researcher but pursues for analytic study completely reflecting objective testimony of respondents. For this reason, Q study analyzes in-depth the actual consumer type, which can be found at the initial market formation stage of new service, therefore this study is applicable for theorizing the consumer character as a mean of advanced research. This study extracted thirty 'IT integrated digital advertisement type (Q sample)' from thorough literature research and interviews, and eventually discovered a total four consumer types from analyzing each Q sorting research data of 40 respondents (P sample). Moreover, by interpreting subdivided intrinsic characteristic of each group, the four types were named as 'multi-channel digital advertisement pursuit type', 'emotional advertisement pursuit type', 'new media advertisement pursuit type', and Web 2.0 advertisement pursuit type'. The analysis result of this study is being expected for its value of usage as advanced research of academic and industrial research with the emerging digital advertisement industry as a subject, and as basic research in the field of R&D, Marketing program and the field of designing the advertisement creative strategy and related policy.