• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.235-236
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• 2019

이 연구는 청력손실 예방 공익광고 메시지가 프레이밍 유형(긍정/부정)과 자기효능감 정보제공(유/무)에 따라 수용자의 청력손실 예방의도에 미치는 영향을 검증한다. 개별 참여자들의 개인적 특성으로 지각된 위험과 미래지향 시간관을 메시지 효과에 영향을 미칠 수 있는 변인으로 설정했다. 이를 통해 청력손실 예방에 대한 이해와 관심을 증진시키기 위한 캠페인을 진행할 때 메시지 전략측면과 실행의 효과면에서 메시지 내용의 표현방법과 효율적 전달방법에 대한 함의를 제시한다.

• Journal of Digital Convergence
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• v.11 no.8
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• pp.65-73
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• 2013

Outcome of election depends on which candidate of politics uses more original and creative idea for Ads and PR of election in election campaign strategy of political campaign. Especially, since political Ads and PR are the ways of capturing voters' sensitivities with one line of copy(slogan) and one image, Ads and PR are very important. This research analyzes unique and creative trend of political campaigns which are used in each unit election which is held four times(2010. 6 2 local election, 2011. 10 26 by-election, 2012. 4 11 general election, 2012. 12 19 presidential election) during 2010~2012. For analysis, search analysis of text and image used in video, internet, booklet type of Ads and PR material for election, and election campaign. Video is used in election campaign during election period. Unique and creative political campaign is customized micro-marketing election strategy trend which tries to fit for tendency of backing including gender, age group, social atmosphere, etc. This research excludes the degree of success of this election strategy from subject of analysis.

• Journal of Digital Convergence
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• v.15 no.3
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• pp.107-117
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• 2017

This study examined the conditional indirect effect of EEG (electroencephalogram) arousal on the relationship among affective valence, visual attention, perceived self-relevance, and attitudes toward campaign issues in the context of public service announcements (PSAs). Using SPSS macro (No. 14) of conditional process model, the findings in this current study indicated that the perceived self-relevance mediates the relationship between affective valence of PSA and attitudes toward issues and, in turn, is moderated by EEG arousal, indicating goodness-of-fit of the moderated mediation of psychophysiological arousal on PSAs. The results suggested that management of PSAs should be considered the strategic combination between affective valence and perceived self-relevance in advertising appeals.

• 한국IT서비스학회:학술대회논문집
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• 2006.11a
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• pp.375-380
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• 2006

각 이동통신사들은 통화품질 수준이 비슷하게 유지 됨으로써 단말기 불만이 해지의 중요한 요소로 파악되고 있으며, 기기변경을 통해 고객의 이탈을 방지하는 전략을 펴고 있으며 이는 실제 상당한 효과가 있는 것으로 알려져 있다. 또한 2004년부터 시행된 번호이동성 도입으로 기기변경에 대한 캠페인이 중요한 이슈로 부각되고 있다. 따라서 이 연구에서는 고객 분석을 통해 기기변경에 대한 욕구가 높은 고객을 선별할 수 있는 모델을 수립하고 타겟된 고객을 기변 요인에 따라 그룹핑하여 개인화된 캠페인을 실시하는 방법을 제시하고자 한다. 기존의 regression, decision tree, neural networks 등을 이용하여 기변에 큰 영향을 미치는 변수들을 선별하고, 이를 바탕으로 캠페인 성공률을 높일 수 있는 고객을 선별하게 된다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.4
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• pp.1518-1524
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• 2012

A Brand is supposed to age as it goes by, following a brand life cycle, as it is not a solid, immutable asset but something of a living creature. Therefore, self-renovation and revitalization efforts are needed, in order to incessantly confirm the self existence through the relationship with the consumer. In 2009 and 2011, 'Beksul', brand in maturity stage tried to revitalize Brand and the brand image two-times. For this study, brand logo and TV commercials of Beksul for revitalization were gathered via TVCF.com and their creative strategy were studied. This study could find that the creative strategy of brand in maturity stage is based on its brand essence and focused on reinforcing brand royalty.

• Journal of Digital Convergence
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• v.11 no.8
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• pp.1-10
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• 2013

Even though the importance of reading voters' share of mind increases in political campaign, there is no research which analyzes engagement in perspective of political campaign. Therefore, the purpose of this research is to calculate political engagement index which is qualitative indicator about political campaign's immersion in candidate in perspective of engagement and provide scientific data for political advertisement and publicity strategy. For this purpose, A and B candidates who ran for 18th president in December 19th, 2012 are selected for subjects of the research. The young people whose voter participations are low in this presidential election are selected as subjects for responding questionnaire and are surveyed. This research is qualitative evaluation which tires to supplement a limit of qualitative analysis of content by surpassing quantitative evaluation including advertisement, promotion, public opinion on politics, ratings, etc. Evaluation attribute is designed to distribute 8 PEI into 0~100 score. If PEI is more than 50, then the score indicates immersion above average. If PEI is lower than 50, then the score indicates immersion below average. The model of the research will contribute to development of methodological research of political campaign strategy. Also, in the future, this model can be used as micro-targeting in each political campaign's election strategy.

• THE HEALTH and ORGANIC FARMING
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• no.180
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• pp.1-24
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• 2002

유기농업교육 및 폐영농자재 수거 캠페인 실시/월드컵의 단결과 환희를 유기농업 도약의 밑거름으로!!/유통업체변화 추이와 농산물 구매특성/유럽 유기농 식품의 소비전망/수익감소분 70% 보조키로 쌀소득보전직불제 내년 도입/유통업체가 바라는 농산물 차별화/유통업체산지구매증가따른산지대응전략/농협 "이달의새농민" 수상자 대만 연수기/유기농업에 의한 과수(단감) 재배/7월중 농사정보/'영국' 소비자의 유기농산물에 대한 호감/장마전후의사과포장관리/프랑스 유기농산물 붐/유기농업이 화학농업보다 경제적/장마철 탄저병 방제책

• Journal of Korean Library and Information Science Society
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• v.38 no.1
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• pp.3-28
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• 2007

It is thought that the various PRs of public library are the PR within the jurisdiction. outside the jurisdiction, by print media. by audio-video media. by fixture. by event. by media outlet. by campaign, through cyber space. and through associated organization. But the strategy of PR from this study is followed. First. the team for PR should be organized. Second. the librarian for PR should be distributed. Third, the budget for PR should be raised. Forth. the organizations of community should be made the full use of for PR. Fifth, the media outlet of the community should be made the best use of. Sixth. the news letter published by public library should be utilized. Seventh. the internet homepage of public library should be made good use of.

• Journal of Internet Computing and Services
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• v.17 no.2
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• pp.87-95
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• 2016

Considerable research over the years has been devoted to ascertaining the impact of social media on political settings.In recent days, Social Network Sites (SNS) such as Facebook allowed users to share their political beliefs, support specific candidates, and interact with others on political issues. This study examines the role of SNS as the means of political campaign. The study tasks the case of the 2015'sspecial election, Seoul Korea. The analysis aims to identify how candidates use Facebook or Twitter to interact with voters by applying functional theory of political campaign discourse developed by Benoit. In this study, we analyzed the candidates' SNS messages in terms of political behavior such as self-expression, informing policy, asking voters to participate in political events. Among them the results indicated that two candidates, Jung, Dong Young and Byun, Hee Jae, both of them used SNS to express themselves the most. The study also found that two candidates used mainly the strategy called 'acclaim' which praises their own strengths. In terms of topics of SNS messages (policy versus character) there was different between two candidates. Jung, sent message in relation to 'character' the most, while Byun contained 'policy' message on SNS the most. Based on these findings implications and directions for future studies are discussed.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.329-337
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• 2019

Prevention is very important in terms of the fact that the percentage of people in their 10s and 20s experience noise-prone hearing is so serious that it can lead to serious hearing later on. This study examines the effect of the hearing loss prevention public advertisement message on the hearing loss prevention intent of the acceptor according to the type of framing(positive/negative) and self-efficacy information provision (provide information/do not provide information). The perceived risk and future time orientation as individual characteristics of individual participants were set as variables that could influence the message effect. In this paper, we propose a message expression method and effective message delivery method in the aspect of message strategy and effect of execution when promoting understanding and interest in hearing loss prevention.