• 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.

• Review of Culture and Economy
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• v.19 no.2
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• pp.171-193
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• 2016

China's advertising industry has rapidly increased owing to economic growth and big market size. This paper covers the localization and relative efficiency in the Chinese advertising industry. To analyze localization level and efficiency of advertising industry, this paper uses Location Quotient(LQ) and Data Envelopment Analysis (DEA) respectively. According to the results, the first finding shows that the higher regional development level have the relative efficiencies, the higher regional development level also have regional specialization degree. The second finding indicates that Chinese advertising industries are multipolalized region by region. The last finding reveals that advertising industry of middle and west regions has long term development potentiality owing to high specialization degree with low relative efficiencies.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.465-472
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• 2019

Although there are various cultural events and cultural contents produced in the region, there is a lack of distribution and spread of regional information to expand related economic consumption. This study combined local advertising by local advertisers with the knowledge search method in question and answer format from a location-based service perspective for the purpose of spreading and using local cultural information. The approach looked at domestic and international cases of knowledge search based on region and location-based advertising research, presented community model of location inquiry based information service and revenue model of local advertisement. Through this, this study designed a question and answer based community and operational structure model of local advertising, and developed an information service system in the form of prototyping. By extending the distribution of question and answer data among users to location information, it is meaningful that a business service model was presented that combines local cultural content information and the demand for user access with the revenue model of local advertising.

• Asia Marketing Journal
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• v.5 no.1
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• pp.23-50
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• 2003

본 연구는 최근 기업들이 광고촉진의 한 수단으로서 많이 활용하고 있는 특정 감정소구의 한 형태로서 지역정서를 이용한 광고의 설득효과를 탐색하기 위하여 지역정서소구메시지 유형을 촉진형 메시지와 예방형 메시지로 구분하고, 이 메시지유형들의 설득효과에 대하여 소비자의 지식수준과 자기지역중심성향 (CLOCAL)이 어떻게 조절작용을 하는가를 탐색적으로 검토하였다. 연구결과 지역소비자에 대한 지역정서소구광고의 메시지유형별 설득효과는 소비자 개인특성의 조절변인으로서 지식수준과 자기지역중심성향 수준을 고려했을 경우, 촉진형 메시지와 예방형 메시지 모두에서 유의적인 차이를 발견할 수 있었다. 먼저, 소비자의 정보처리능력과 관련하여 지식수준이 높은 집단에서는 촉진형 메시지가 더 설득적이었고, 지식수준이 낮은 집단에서는 예방형 메시지가 더 설득적임을 발견하였다. 그러나 소비자의 자기지역중심성향수준에 따라서는, 높은 수준의 집단에서는 예방형 메시지가, 낮은 수준의 집단에서는 촉진형 메시지가 더 효과적인 것으로 나타났다. 끝으로 본 연구는 이와 같은 연구결과를 바탕으로 지역정서소구광고의 메시지 특성과 소비자특성에 따른 차별적인 지역정서소구광고의 설계전략방안들을 제안하였다.

• Archives of design research
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• v.20 no.1 s.69
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• pp.121-132
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• 2007

A change of social environment based on digital information technology has decreased the disparity of regional cultures by exchanging & consuming contemporary information & culture freely. After 1995, when local autonomous entity system was established, the local autonomous bodies competed with one another in developing the regional society with its' own resources, human powers & cultures, independently of the central government. In the competitive system, a local government is getting itself distinguished from each other in the cultural & regional properties, and brands the region with its unique events, public relations(PR) & development strategies. The environment for advertisement has changed rapidly under the spontaneous system of regional brand and competition, which means the changes of creative standard in the field of advertisement. An in-depth advertising creativity with induced impression & trust is one of the most important aspects of the advertisement to become persuasive to the public effectively. This demand has had public advertisements changed rapidly and the change of regional system's advertisements has started already. This study focuses on analyzing the status of Local Government's commercials on TV, and presenting an effective method for improving it.

• Journal of Digital Contents Society
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• v.16 no.2
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• pp.325-334
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• 2015

In this paper, we had tried to study advertising method of local industry in cooperation with SNS (Social Network Service). In particular, This paper analyzes the Facebook Page trying to find a way to take advantage of the local advertising. To analyse the Facebook page, I had created three Facebook pages such as at Hongik UNIV., Gangwon National UNIV., and specialities in Cuncheon cities. While I was managing the three pages, I had analyzed the results of quantities of activities, and in addition, had used NodeXL for the analysis of the network for the each page. After the analysis of the data of each page, I had found the possibility of the promotion for the successful the local advertizement associated with SNS. To verify and develop the results of my study, I had designed the " real time local advertising APP which is connected with SNS like Facebook, had created server program based on PHP, Android APP. In the future, I have found that there must be a lot of possibilities for the successful and various the local advertising methodologies by using SNS like Facebook, the operational data of the App.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2015.05a
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• pp.40-42
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• 2015

Our D2D (Device-to-Device) advertisement dissemination algorithm based on the convergence of a D2D communication and a social commerce service is able to efficiently deliver advertisement messages of small business owners. We here assume high user-density areas as target-areas, and these target areas can form several target-groups based on geographical proximity. Also, the isolated target-areas which are not included in the target-groups may have the opportunities for forming a new target-group in consideration of the maximum distance with AP. In this paper, we evaluate performances with respect to the total number of successfully received users and the average number of relay users in accordance with variation in the maximum distance for isolated target-areas.

• Proceedings of the Korea Information Processing Society Conference
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• 2013.05a
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• pp.739-742
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• 2013

LBS(Location Based Service) 기반의 스마트폰 광고 경매 시스템은 스마트폰을 비롯한 모바일 기기에서 사용자의 현재 위치에 기반 하여 광고를 제공하는 시스템이다. 본 연구에서는 광대역 지역을 대상으로 광고 위치 혹은 지역을 세분화 하여 나눈 셀 단위의 영역을 경매하여 광고를 제공할 수 있는 시스템을 제시한다. 이를 위하여 광대역 지역을 셀 단위로 구획화하여 관리하는 광고 제공 서버와 광고 위치를 경매하는 웹 서버, 그리고 스마트폰에 광고를 제공하는 플랫폼으로 구성된 시스템을 구현한다.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.18 no.10
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• pp.2403-2408
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• 2014

We designate multiple target areas for the advertisement disseminations in order to resolve the problem of advertisement transmission efficiency degradation due to overlapped device-to-device (D2D) transmissions and unnecessary advertisement transmissions. We here propose an efficient advertisement dissemination algorithm based on pre-selected target areas considering user density. In our proposed algorithm, relay nodes are gradually selected according to the locations of the target areas. We mathematically analyze D2D advertisement coverages of our proposed algorithm, and compare the various simulation results of the proposed algorithm with those of the conventional algorithm according to the several simulation scenarios via intensive simulations.

• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.179-184
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• 2018

The purpose of this study was to investigate changes to visual expressions in apartment sales ads in newspapers since the 2000s. For this purpose, the study compared and examined advertisements in 2010~2018 for their content. Apartment sales ads in the newspapers of Busan were analyzed according to the types of visual expressions and advertisement models. The brands(national and local brands) were categorized according to the types of visual expressions(copywriting-centric, visual-centric, and mixed ones) and whether an advertisement model was used or not(used and not used). The findings show that visual-centric ads were most used in apartment sales ads by national brands in 2010~2011 and recorded a higher usage rate by local brands during the same period. In 2017~2018, mixed forms of visual expressions were used more in the ads. The percentage of visual-centric ads made a considerable decrease among local brands. As for the use of advertisement models, most of the brands used one in 2010~2011, but advertisement models almost disappeared in apartment sales ads in 2017~2018. These differences were more prominent among local brands. The findings indicate that there were differences in expressive strategies in apartment sales ads among brands. The findings are expected to provide useful practical implications for the visual expression strategies of apartment sales ads.