• Journal of Digital Convergence
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• v.10 no.4
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• pp.129-136
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• 2012

This study is presented on the corporate advertising strategy utilizing internet on corporate social responsibility in the context of the articles. To this end, Internet articles divided into positive and negative contexts, and has even attracted the attention of Internet articles and high /low and then separated into groups on ad attitudes and corporate image, the interaction effect was examined. Firstly, the Internet, a low level of condition of the article noted, in the context of a positive than a negative context, recall rates were higher. Second, the context of Internet articles and attention on the interaction effect between attitude toward advertising appeared. Third, the context of Internet articles and attention on the interaction effects between the corporate image appeared. Finally, the context of Internet articles and attention on competitive interactions between the corporate management was effective. Thus, the context of Internet articles based on the level of attention and context to determine the effect of advertising by consumer advertising awareness and favorable attitude toward corporate advertising and corporate image enhancement and competitiveness of business management can be an effective strategic plan suggests that.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2003.05a
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• pp.88-93
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• 2003

본 논문에서는 현재 인터넷 마케팅의 현주소를 알고 문제점을 파악하여 앞으로의 발전방향에 대해서 연구해 보고자 한다. 인터넷 사용자층의 증가에 따라 소비자들이 원하는 범위도 다양해지고 있는 현시점에서 인터넷 마케팅의 변화와 발전은 당연시되고 있다. 인터넷 안에서 이용자들에게 다양한 컨텐츠로 서비스를 제공하면서 기업의 상품에 대한 광고효과를 가져오는 웹사이트에서부터 가격경쟁과 차별화 된 서비스로 수많은 쇼핑몰들 중에 경쟁우위에 있는 웹사이트들의 성공요인을 알아본다. 많은 기업이 좁은 공간의 상권경쟁에서 적은 비용으로 높은 광고효과와 이윤을 남길 수 있는 인터넷 사업으로의 투자증가에 따른 인터넷시장의 문제점과 해결방안을 제시하고 무분별한 광고의 문제점도 제시해 본다. 인터넷 강국으로서 앞으로 인터넷 시장에서 기업 경영자들이 가져야할 자세와 인터넷 시장의 소비자들의 올바른 태도에 대하여 알아본다.

• Archives of design research
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• v.14 no.2
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• pp.187-196
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• 2001

Today's internet advertisement market is growing rapidly placing great importance on banner advertisements. Still, banner advertisements are being ignored by the users because most of these banners are exaggerated, visually distracted and they usually interfere with internet surfing. These banners make the agents and the users feel displeased and furthermore, make internet market unstable. 'Rich-Media'came in sight as the new way of advertising means in the internet market as the users demand for more dynamic and interactive media. In Rich-Media, sound and animation interact with former animated banner advertisements. Internet advertising businesses inducing web agencies have positive views about Rich-Media, because more information and ideas are shared through aural and visual integration and it is very effective way to draw attentions from the users. In this study, we have examined the effects of Rich-Media advertisements through surveys. As a result, Rich-Media advertisements are superior to ordinary banner advertisements in visual effect, leading interests of users, inducing mouse did(s and providing of information. The recent uses of Rich-Media is just a mere beginning, but we expect to make the Rich-Media an essential medium of internet advertisement as we continue studying the uses and effects of Rich-Media.

• The Journal of the Korea Contents Association
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• v.9 no.11
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• pp.363-375
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• 2009

This study is to verify effects of banner advertising by context effect in web contents. For this, it analyzed the effects of banner advertising by association of internet article's contents, emotion, difficulty of article and the level of involvement. According to the result of experimental design, banner advertising effects by context effects of web contents were high in the following cases; in the case when the contents were highly associated with banner advertising; in the case when the positive emotions were formed by the internet article; in the case when the difficultly of article was low; and in the case when consumer's involvement was high. And also, when the contents were highly associated with the advertising, the content effects of web contents were high even in the case when the negative emotions were formed; in the case when the difficulty of article was high; and consumer's involvement was low.

• Proceedings of the CALSEC Conference
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• 1999.07a
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• pp.175-184
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• 1999

인터넷의 사용자 증가와 저 비용, 그리고 언제 어디서나 필요한 정보를 다양하고 상세하게 볼 수 있는 장점에 힘입어 고도성장이 거듭되고 있다. 또, 인터넷 인구가 증가와 더불어 전자적인 거래가 만들어지는 것을 전자상거래라 하며, 이러한 상거래에서 전자적으로 매매와 구입을 하게 된다. 전자상거래의 증가는 개인과 기업 모두 자신의 웹사이트와 물품을 알리기 위하여 홍보하기 시작하였다. 이런 홍보가 바로 광고이며, 광고는 사람들이 봐야 홍보 효과가 있다. 인터넷이라는 매체는 전세계라는 장소와 24 시간이라는 시간, 그리고 적은 비용으로 유지되지만 사용자의 자율에 의해 검색을 하게 되므로 웹사이트에 찾아오지 않으면 광고의 홍보 효과는 그만큼 낮을 수밖에 없다. 또한 기존 배너광고의 경우 웹사이트에 10%라는 공간만을 할당하므로 계속해서 늘어가는 광고를 점차 감당하기 어렵게 되어 가고 있다. 이밖에도 광고의 효과를 예측하기 힘들다는 점은 광고주로부터 신뢰감을 얻지 못하고 있다. 이러한 기존 풀(Pull)방식의 단점을 극복하고자 새로이 등장하게 된 것이 푸시 테크놀로지(Push Technology)이다. 푸시 테크놀로지란 정보를 밀어 보내주는 방식을 의미하며, TV처럼 방송국에서 시청자가 어쩔 수 없이 보게 해 주는 기술이다. 이렇게 TV의 장점과 인터넷의 장점을 합쳐 놓은 것이 바로 푸시 테크놀로지이다. 본 연구에서는 기존 풀(Pull)방식의 문제점 및 이를 이용한 광고의 단점을 알아보고 이로 인하여 등장하게 된 푸시(Push)방식에 대한 설명과 이를 이용한 광고기법 기술에 대해서 연구하였다.

• Digital Contents
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• no.5 s.48
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• pp.57-57
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• 1997

인터넷을 통해 광고를 보면 구독 실적에 따라 은행구좌로 일정액의 현금을 입금시켜주겠다는 업체가 있어 관심을 모으고 있다. 인터넷 사용자들이 특정업체의 광고를 보도록 유도함으로써 광고주의 광고효과를 극대화 하는 동시에 새로운 광고 매체로서의 사업을 펼치고 있는 인포뱅크가 바로 주인공이다. 인포뱅크가 어떤 회사인지 살펴봤다.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.253-262
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• 2012

This study tries to find the differences in attitude towards advertisement and corporate image according to the context of article in web contents, banner advertisement exposure and news type. The findings of this study are as follows. First, interaction effect between the context of Internet article on social contribution activity and attitude towards advertisement was confirmed. When the context of Internet article was negative, the news type that provides a photo with the article was more effective for the attitude towards advertisement. It is estimated that when a photo is provided with an Internet article for social contribution activity, the level of crowdedness increases and accordingly the negative context of the Internet article is cancelled out. Second, interaction effect between news type and advertisement type of social contribution activity article and attitude towards advertisement was confirmed. In the news type that provides a photo with an Internet article, corporate advertisement was more effective for attitude towards advertisement than product advertisement. Third, interaction effect between the news type of social contribution activity and corporate image according to advertisement type was confirmed. In the news type that provides a photo with an Internet article, product advertisement was more effective for corporate image than corporate advertisement.

• Cartoon and Animation Studies
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• s.10
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• pp.149-157
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• 2006

With the expansion of the Internet population, the online market is achieving a rapid growth and the size of the Internet advertisement market is increasing at a high rate. Different from passive types of information transmission, online media allows active two way communication thanks to communication and network technologies, so they can ascertain the effects of advertisement and users' response immediately. Rich media refer to such new advertisement techniques on the Internet, and are expected to lead the future Internet advertisement market. Thus, the present study purposed to analyze the visual expression elements of rich media advertisements in order to understand and enhance the effects of rich media advertisements with higher interactivity than existing Internet advertisements, and to propose guidelines for applying unique designs for the promotion of businesses and organizations and the provision of effective information to users.

• 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.

• Journal of Internet Computing and Services
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• v.6 no.5
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• pp.143-154
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• 2005

This paper presents a reliable multicast transmission for the advertising-supported Access Point in which a user can use a wireless network access service through receiving the advertisement. In this paper we propose a application-layer multicast protocol that controls a transmission rate of the mobile device for the reliable multicast in wireless LAN environment. Internet advertising includes all means and medias for advertising on the Internet in order to raise sales or popularity of the products or services. Since the current Internet advertising systems are passive, the target systems are exposed to unspecified persons and its exposure rates of the advertisement are changeable and unpredictable. In this paper, we propose an Internet advertising system, with which users can access the wireless Internet without charge, advertisers can provide customized advertisement according to location, time, and categories of users, and owners of network infrastructure can manage the system with a low cost.