• Journal of Digital Convergence
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• v.19 no.6
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• pp.91-101
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• 2021

As many CSR activities grow steadily, how charitable giving messages affect donation attitude is received attention. In the current research, temporal orientation and donation recipients is presented an effective variables to judge a organization activities. This article based on CLT theory, we establish the experimental condition focused on interaction effects between two variables: time orientation in charitable activities outcomes(near future: a week vs. far future: a year); and based on the recognizability of recipients(a individual child vs. collective group). Result from study, charitable activities outcomes generated in near future orientation(far future orientation) increase donation attitude and affective when messages are used in a specific(general group) context. Furthermore, empathy of CSR organization is a mediator on donation attitude and affective. We expect that these findings have important implication for charitable giving strategy.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.2
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• pp.157-177
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• 2022

This study, in relation to the decision to designate April 12 as the Library Day and the week from that day as the Library Week starting in 2023 in accordance with the amendment of the Libraries Act, suggests ways how the Library Week could be activation plan based on the analysis of the meaning and history of the Library Week which started in 1964 and cases of the use of library week at home and abroad. The uses of library week at home and abroad were analyzed and based on the implications drawn, suggestions for promoting the Library Week, were made in terms of three aspects - efficient methods for using the Library Week, changes in programs, diversification of promotional strategies. This paper suggests in order to promote the Library Week, various ways of running events, online and offline platforms, honorary ambassadors, unique commemorative events, national campaigns, archiving and all-year-round promotional channels and system are needed. This study could be used as a reference for promoting the Library Day and Library Week that will start in 2023.

• Journal of Distribution Science
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• v.8 no.1
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• pp.13-19
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• 2010

Segmentation, targeting, and positioning are marketing tools used by a company to gain competitive advantage in the market. For an accurate segmentation, various statistics models or datamining techniques are used. Especially, datamining techniques are introduced in the beginning of the 1980s and solved several marketing problems effectively. In this paper, we research about datamining technique for segmentation and analyze customer's transaction data of Department Store using Decision Tree Analysis, one of the dataming technique. After that, we discuss effects and advantages of segmentation using Decision Tree.

• Archives of design research
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• v.18 no.2 s.60
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• pp.111-122
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• 2005

Public Service Advertising(PSA) is the integrated marketing concept including strategy and technology in all its aspects that pursue the changes of community to seek an agreement of its members by the intentional and the target oriented way. PSA to the exclusion of commercial intention reflects the current social flow and subject since it is focused to the social issue. PSA plays an important role in creating the further cultural value, and also affects present cultural value to advertising message. In this aspect, this study is very valuable to design the plan for further effective management of advertisement and to analyze communication strategy of PSA. This study is to make dear the nature of PSA by the analysis of contents of visual image and linguistics' factors in actual produced and broadcasted TV advertising, called 'Protection of environment' In the results, PSA related the environment is working to linguistic-centered persuading message corresponding to visual factor, this intends to educate and instruct the consumers in 1980's. PSA, therefore, shows a non-description nature without story line and a hero(heroin) on it. In contrast, after 1990's, PSA was made up image-centered and maximized the effectiveness public campaign through the activating consumer's judgement and intervention. We are able to know that it contributes to considering and persuading the consumer to suggest the story format through the visual way to deliver the message. This study of relationship between visual image and linguistics is a common trend appeared in all media including today's advertising, and may be a remarkable result to present proper direction of PSA campaign.

• Korean journal of communication and information
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• v.70
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• pp.246-276
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• 2015

From a historical perspective of risk communication, risks can be classified by their associated level of responsibility. In the case of technical risks such as hazardous chemical accidents, people perceive that risk-related organizations have a high level of responsibility; however, they do not in traditional risks such as natural disasters. This study aims to examine risk information seeking and processing, as seen in two types of risk, based on the Risk Information Seeking and Processing(RISP) model. For this purpose, hypotheses and a research question are developed with current domestic risk issues, and the results show significant differences in risk information seeking and processing between the two types of risk. Specifically, in the case of the chemical spill accident, negative emotion against relevant institutions makes different information seeking and processing compared to the natural disaster. The low level responsibility risk such as typhoon comparatively follows the flow of the original RISP model. However, the high level responsibility risk such as the hydrofluoric acid spill did not match with the RISP model. Based on the research results, theoretical implications were discussed.

• The Journal of the Korea Contents Association
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• v.21 no.5
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• pp.36-46
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• 2021

The purpose of this study is to have insights comparing Korea with US media companies on investigating their CSR goals, targets, methods, and strategies. Specifically, this study finds out the characteristics of CSR cases on broadcasting companies, telecom enterprises, and internet businesses on both countries. The results indicate that the US media companies focus more on inner stakeholders like employees as stimulating employees' welfare, ESG recognition, education, and culture via socially responsible business practices whereas the Korean media companies prefer to supporting have-nots, solving social issues, and market expansion through cause promotions and community volunteering. On CSR activity strategies, there is no difference between countries but some gaps between ones. Of companies, telecom enterprises, regardless of nations, are the best on strategical approaches of CSR activity.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.415-421
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• 2021

Femvertising is an advertising campaign for women's rights, and has recently been used as a marketing strategy for various brands along with feminism, an important social discussion. This study analyzed the effect of consumer's factors such as gender, age, and attitude to feminism on advertising attitudes. As a result, the factor of 'gender' showed statistically significant differences about attitudes toward femvertising. but 'gender' factor was not. And 'attitudes to feminism' factors have proven to have a significant influence on attitudes toward femvertising. This study will serve as a platform for femvertising to be discussed as an important social agenda, not just a marketing tool.

• Proceedings of the Korean Society of Disaster Information Conference
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• 2023.11a
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• pp.222-223
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• 2023

본 연구는 여성 안전에 대한 다양한 정책이 시행되었지만, 공공장소에서의 여성의 안전을 위협하는 사건과 사고는 지속해서 발생하고 있다. 최근 여성 대상 범죄, 특히 성폭력 범죄가 매우 높아지면서 공공장소에서의 여성 안전에 대한 문제가 대두되고 있다. 이러한 문제를 해결하기 위해서는 여성 안전사고 발생 원인을 분석하여 그 원인을 해결할 수 있는 전략과 방안들을 개발하는 연구가 필요하며, 이를 통해 여성들이 공공장소에서 안전하게 생활할 수 있는 환경을 조성할 수 있다. 따라서 공공장소에서의 여성 안전 개선방안 연구는 매우 중요하다. 그러기 위해서는 첫째 범죄율을 분석, 공공장소에서 여성 범죄의 유형 및 발생 경로에 대해 분석하여 언제, 어디서, 어떤 유형의 범죄가 발생하는지 파악한다. 둘째 교육 및 정보 제공, 여성들에게 주변 위험 요소와 대처 방법, 보호시설 위치 등을 교육하고 정보를 제공하여 위험 상황으로부터 탈출하거나 대처할 수 있도록 한다. 셋째 시설 개선, 공공장소의 설계나 조명, 치안 등을 개선하여 여성들이 안전하게 사용할 수 있는 환경을 조성한다. 넷째 적극적인 관리, 공공장소에서 범죄가 발생하거나 이에 대한 우려가 있을 때, 적극적으로 주변 상황을 관찰하고 대처한다. 다섯 번째 커뮤니티 참여, 지역사회와 함께 여성 안전에 대한 캠페인을 전개하고, 지역주민들의 적극적인 참여와 지원을 유도하여 여성 안전의식을 확산시킨다. 이러한 방법들을 적극적으로 활용하여 여성들이 더욱 안전하고 편안한 환경에서 일상생활을 영위할 수 있는 사회적으로 안전한 여성 안전 문제에 대한 개선방안을 제시한다.

• Journal of the Korean Institute of Landscape Architecture
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• v.52 no.3
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• pp.46-58
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• 2024

The purpose of this study is to understand the current status of the pet plant kit industry and determine the priorities for support policies to revitalize the industry. SWOT analysis assessed the industry's current state, and the Analytic Hierarchy Process (AHP) was used with industry professionals to prioritize support policies. The SWOT analysis results indicated that SO strategies involve leveraging government support policies to enhance marketing and developing eco-friendly DIY products. WO strategies include launching advertising campaigns to increase market recognition and establishing strategic partnerships to expand distribution. ST strategies focus on strengthening price competitiveness and proposing unique values, while WT strategies involve improving production processes and enhancing product quality based on consumer feedback. The AHP analysis identified 3 top-level and 12 sub-level evaluation items, with data collected from 17 expert surveys. The results showed the 'entry phase' (0.482), 'activation phase' (0.397), and 'advanced phase' (0.121) were prioritized, with 'organizing seminars' (0.181) as the most crucial subcategory and 'support for kit development' (0.020) as the least. The pet plant kit industry is in its early stages, and appropriate policy incubation can help activate the garden industry. This study provides foundational information on the industry's needs for activation.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• 2008.11a
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• pp.44-51
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• 2008

Nowadays, the term, Knowledge Management is used at almost all areas and with various scopes and approaches just like a kind of campaign. Knowledge management addressee from a educated individuals to the inter-organizational network. And it also utilized to solve a present problem, to evaluate the past performances of a company or a organization, and to establish a strategy of the future. This study presented a knowledge management model for the construction management company based on comprehensive researches about the knowledge, the knowledge management, the knowledge management company. The results of this study would be helpful for the construction management company which is making efforts to set the knowledge management system up. And it also could be a recommendatory alternative to establish the knowledge management strategy for the company which is preparing for the knowledge management system.