• Proceedings of the Korean Society of Tobacco Science Conference
• /
• 2001.05a
• /
• pp.44-54
• /
• 2001

담배는 오랜 과거부터 규제의 주요 대상이 되어 왔다. 1950년대 이전까지만 해도 담배관련 규제는 담배의 생산 및 제조활동과 함께 윤리 또는 규범적 차원에서 주로 이루어져 왔으나, 1950년대 초 이후부터 흡연의 건강 위해성에 관한 연구가 본격화되고 건강에 대한 공중의 관심이 확산되면서 담배와 흡연에 대한 사회적·법적 규제가 크게 강화되어 왔다고 할 수 있다. 담배산업이 그 동안 지속적인 성장을 하는 가운데에서도 담배와 흡연에 대해 강도 높은 규제가 가해져 온 이유는 담배가 성인들의 기호품으로써 보편화 된데 반해 건강 위해적 요소들을 내재하고 있고, 담배의 높은 수익가치로 인해 담배의 생산 및 판매가 정부의 재정사업으로 관할됨에 따라 정보에 의한 강력한 통제가 불가피했기 때문이라 할 수 있다. 세계 각 국에서 적용되고 있는 담배에 대한 일반적인 규제유형으로는 크게 흡연(smoking) 규제와 판매 및 촉진활동(sales & promotion) 규제, 경고문 부착(labeling)에 관한 규제, 그리고 진입 및 무역(entry & trade) 규제 등으로 구분될 수 있다. 한국의 경우는 전통적으로 흡연에 대해 매우 관대한 태도가 유지되어 왔으나, 95년도 중반 이후 국민건강 증진법 등의 규제법률이 제정·시행되면서 제도적·정책적 규제가 크게 강화되어 현재는 세계 최상위 수준을 유지하고 있다고 할 수 있다. 이러한 가운데 99년 5월 이후, 담배에 대한 표준화된 규제지침의 설정과 강화를 통해 궁극적으로 세상에서 담배를 근절시키고자 하는 목적 하에서 세계보건기구(WHO)의 주 역점사업으로서 추진되고 있는 담배규제협약(FCTC)은 담배에 대한 규제가 초국가적 차원으로 발전되는 계기를 제공하고 있다. 향후, 담배규제협약안의 세부사안들에 대한 합의과정에서 각 국별로 상당한 이견과 반발이 예상되고 있지만, 협약안의 전체 회원국 투표에서 승인될 경우 각 국가들뿐만 아니라 담배산업과 담배기업들에게 미치는 파급효과가 매우 클 것으로 예상된다. 대부분의 국제협약들이 그러하듯이, 담배규제협약도 그 적용 범위와 수준이 어느 정도로 결정되는지에 따라 각 국가와 기업별 이해관계가 크게 달라지게 되기 때문에 신중한 대응전략이 요구된다고 하겠다.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.27 no.6
• /
• pp.654-664
• /
• 2003

The purpose of this study was to segment consumers based on sales promotion orientation and examine the differences between the consumer segments on shopping styles and demographics. A total of 462 responses collected from a questionnaire survey to subjects aged over 20 were analyzed. Cluster analysis on sales promotion orientation identified four groups including rational group(21%), active group(28%), insensitive group(22.1%), and interest group(28.9%) of sales promotion. MANOVA, ANOVA and $\chi$$^2$-test revealed significant differences among the four groups on shopping styles(high-quality prone, value prone, price prone. brand prone, fashion prone, hedonic shopping prone, and loyalty) and 4 demographic characteristics(i.e., age, marital status. occupation, and education). The rational group showed lower brand proneness than did other groups while the active group showed higher price and brand proneness. The interest group showed high value, brand, and hedonic shopping proneness while the insensitive group was the least engaged in shopping styles. The study developed a profile of each segment and provided marketing implications.

• The Journal of the Korea Contents Association
• /
• v.12 no.9
• /
• pp.116-125
• /
• 2012

This study examined the degree to which integrated marketing communication(IMC) might be manifested in South Korean television advertising. Using a framework by Nowak and Phelps(1994), this study investigated the degree of IMC utilization by service organizations and physical goods manufacturers at the advertisement level. The Result showed that 44.6% of the television ads were classified as integrated marketing communication according to criteria discussed by Nowak and Phelps(1994). More specifically, approximately 90.7% of the integrated ads achieved this status by using two communication tools of different orientations. In addition, the most common form of IMC at this lowest level consisted of an image-oriented(brand advertising) and a behavior-oriented(direct response) communication tool. The second common form of IMC, that is, 9.3%, used three different communication tools; they consisted of an image-oriented tool(brand advertising) and the two behavior-oriented(i.e., direct response and sales promotion) communication tools. Nothing of the magazine ads used all four tools. Thus, South Korean television ads exhibited higher degrees of IMC which tended to include more behavior-oriented communication tools than image-oriented communication tools. These results indicate that much higher chances for advertisers to expand the level of IMC will be existed. Furthermore, the results suggest that significantly higher as well as a wider variety of communication tools are being used by advertisers, considering the limit of samples investigated in this research.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.35 no.1
• /
• pp.37-50
• /
• 2011

This study analyzed the content of special selling events in internet shopping malls to establish academic standards for special selling events as tools for sales promotions and to suggest systematic guidelines for marketers designing special selling events. Based on a content analysis, the titles of special selling events from four internet shopping malls selling women's apparel were analyzed. A total of 692 titles were analyzed. The results are as follow. First, the contents categories of special selling events could be classified into two groups such as 'theme' and 'tool'. Season, product characteristics, style, advice/information, brand, annual/social events, and marketing events were the main content categories that came under the 'theme' group; in addition, the price benefit, free offers, product mix, and marketing technique were the main content categories that came under the 'tool' group. Each main content category was subdivided into several segment content categories. Second, most of the titles were composed of more than two segment content categories that involved various information and benefits; however, the portion of titles composed of only theme related content categories or only tool related content categories was substantial. Furthermore, the theme related content categories were more than the tool related content categories. Third, the usage frequencies of the contents categories were analyzed. The upcoming season, single brand, sale/discount, item/material/color, special price/lowest price, and period/time/quantity limits were the segment content categories that held a high rank. Forth, most of the factors that evoked the unplanned purchases of consumers were related to the content categories of special sale events.

• Journal of Korean Society of Forest Science
• /
• v.97 no.1
• /
• pp.118-126
• /
• 2008

This research was conducted to develop pricing strategy based on understanding about customer perceived value of lodging facilities in national recreation forest. The technique known as PSM (price-sensitivity measurement) was used for analysis of price sensitivity for two kinds of lodging (log-cabin and forest-hotel) and for room sizes (4, 5, 6, 7 persons). PSM questionnaire for on-site survey were distributed to 236 customers on their visit to the six national recreation forests. The main results of this study were as follows: the price sensitivity of big size was higher then small, also, the price sensitivity of log cabin was higher then forest-hotel. Present prices were within the range of acceptable prices except prices of the use of 6 and 7 person of log-cabin. From the result of this study, it was concluded that price adjustment or price promotion strategy would effective for increase in sales and marketing strategies to enhance consumers' perceptions of value should be conducted for two room types by situations.

• Food Science and Preservation
• /
• v.17 no.5
• /
• pp.571-580
• /
• 2010

We sought to define the main motivational factors promoting consumption of Prunus mume products. We surveyed both specialized high-volume consumers and public consumers, and focused on consumption of and preferences for Prunus mume and Prunus mume products. We investigated how products were preferentially consumed, purchase experience, purchase location, purchase price, consumption experience, factors important in a purchase decision, preference factors, dissatisfaction factors, consumption outlook, comments on new processed foods, and activation of consumption. A total of 534 responses were received and data were analyzed using the SAS program (Version 9.1) of the Frequency test; Chi-square test was used to detect significant factors. A greater percentage of high-volume(compared with low-volume) consumers processed personal products at home. The public consumer tended to buy commercial products. However, public consumers who were older, who had higher incomes, and who were heads of households, tended to both buy commercial products and to prepare foods at home. The common purchase methods used by high-volume consumers were internet and direct marketing, but the public consumer frequented department stores and hypermarkets. High-volume consumers observed that commercial products were expensive, and such consumers seemed to be particularly cost-sensitive. The decisive factor triggering purchase decisions in high-volume consumers was the geographical origin of the fruit, whereas the public consumer was more concerned with taste. In public, positive factors were that the product was good for health and had a pleasant taste. Some of those surveyed complained of a lack of variety in Prunus mume products and that the amount of Prunus mume in certain products was low. To promote and increase consumption, convenient-to-eat products with healthy images are needed.

• Cartoon and Animation Studies
• /
• s.41
• /
• pp.187-222
• /
• 2015

The quantitave increase and qualitative development in the game industry leads to bitter competition and makes game companies struggle to find better ways promoting their own games. The game trailer is one of the critical ways to publicize diverse games by showing visual images directly. There are three reasons why the game trailer comes into the spotlight these days; the rapid growth of the Internet speed handling the large size of files, the remarkable development of visual image quality just like digital movies, and the advent of video websites such as You Tube that shows huge amount of videos regardless of the type and size. However, there are not enough amount of research on the game trailer because using game trailers as the marketing source is still at an early stage. Therefore, this research focuses on providing characteristics of game trailers that are available for practical market analysis. First, this research shows that game trailers can be divided by the category of display, style, and contents type. Second, this research provides the component parts of game trailers that are divided into contents factors such as characters, backgrounds, events and promotional factors such as title, production company name, distribution company name. Third, this research explores research frames that would be needed to analyze marketing strategies, effects of game trailers, production pipelines and so on. These categorizations would be useful for producing game trailers efficiently and utilizing them effectively.

• Archives of design research
• /
• v.11 no.1
• /
• pp.11-20
• /
• 1998

Display in commercial space is one of the most important fields in modem advanced industrial sectors as means of promoting the volume of sales. Additionally, consummers' preferences are more complicated and various than before because of improvement of quality of life. In order to satisfy the various comsumer's desire, the role of display must be an important factor in commercial space. On the other hand, the facade of commercial buildings in the concept of visual merchandising has important effect on the commercial space such as layout of a shop, setting up presentation space, and visual expression. The structure of the facade of the store provides not only an advertising function but also an important position to the composition of external space. Besides, enterance space is a part of a store, and it is closely related to outdoor space. Therefore, the relationship between a store and outdoor space should be carefully considered in terms of functional and expressional problems.This study introduces all sort of characteristics of the facade of enterance speac in the commercial buildings. It also investigates the relationship among the characteristics. Moreover, it analyzes the effect of facade style on shop environment such as zonning, inducement plan, and allocation plan. For the purpose of this study, 57 fashion stores, located in Myung-Dong(Seoul), are investigated. Based on the sample, this study analyzes the relationship between the facade style and visual presentation. Finally, it suggests the desirable direction of space composition based upon the concept of visual merchandising.

• Asia Marketing Journal
• /
• v.13 no.4
• /
• pp.139-158
• /
• 2012

This study was intended to classify tie-in promotion tools by the criteria of benefit-fit between consumer and tie-in promotions. Tie-in promotion tools include tie-in price reductions, tie-in coupons, tie-in memberships, tie-in contests, tie-in sweepstakes, tangible and intangible tie-in premiums, tie-in payment terms, tie-in samples, tie-in events(culture event, charity event, experience event) and tie-in fund·rebates. The fit between consumer pursuit benefit and tie-in promotion supplying benefit was used as a classification criteria on the basis of Lee et al.'s study in 2011. For the experiment, one stimuli and 12 scenarioes were developed. 100 pieces of data were obtained for each scenario. As a result, benefit fit was subsequently divided into two factors: hedonic-benefit fit and utilitarian-benefit fit. Tie-in promotion tools were then classified into 4 types: high hedonic benefit-added, high utilitarian benefit-added, low hedonic benefit-added, and low utilitarian benefit-added. In previous research, tie-in promotion type was mainly divided by the evaluative criteria on company's viewpoint such as horizontal/vertical or intra-company/ inter-company, which reflects mutual exclusiveness between two criteria. Whereas, in this study, tie-in promotion type was divided by evaluative criteria on consumer's viewpoint such as hedonic- benefit fit/utilitarian-benefit fit. The classifications in this study practically reflect benefit-added of tie-in promotion type superadded one benefit coexisting two benefits.

• Culinary science and hospitality research
• /
• v.15 no.4
• /
• pp.313-330
• /
• 2009

This study aimed at inquiring into the effect of the reward program in an online web homepage, which is most widely applied as a sales promotion tool for the foodservice industry, on customer trust, commitment and loyalty. The result is summarized as follows. The effect of the reward characteristics within a reward program on their trust and commitment showed that first, for the reward time, both compensation for delaying time and immediate time has a significantly positive effect on their trust and commitment, suggesting that the reward type as well as the reward time of a reward program is an important factor for improving their trust and commitment. In particular, indirect reward was a significant in raising their commitment or loyalty continuously, and for the reward attribute, economic reward was a significant attribute in building their trust.