• Smart Media Journal
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• v.11 no.8
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• pp.29-36
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• 2022

Smart advertising in digital media has become an active research field in the past few decades. The purpose of the study is to investigates the interaction effects between the message expression type and brand familiarity on the effectiveness of raffle advertising. An online 2×2 between subjects experiment was constructed. The results showed the interaction effects between the message expression type and brand familiarity on advertising attitude, brand attitude, and purchase intention.

• Proceedings of the Korea Society of Design Studies Conference
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• 2002.05b
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• pp.28-29
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• 2002

• Proceedings of the Korea Society of Design Studies Conference
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• 2003.05a
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• pp.196-197
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• 2003

• Journal of Digital Convergence
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• v.16 no.5
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• pp.455-461
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• 2018

This study empirically examines the differences in advertising-related memory and product-related memory effects and ad attitudes between art infusion(interactive/ print advertising) and reguratory focus (promotion focus / prevention focus). Two - way MANOVA analysis was used for the factor analysis. The advertising experiment for renowned artists manipulated the 'self portrait' of 'Vincent Van Gogh'. The results of this study are as follows: First, promotion - focused consumers remember interactive advertising more than advertising printed advertisements in advertisements for advertising on publicity. Second, the consumers who focus on preventive focus tend to recall the information related to the product rather than the interactive advertisement.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.18 no.3
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• pp.17-22
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• 2018

This study suggests that 'Will not we use more smartphones while watching TV commercials? Then, will the TV advertising effect decrease due to the distributed concentration?". As a result of the preliminary study, it was confirmed that about 63% of users watching TV commercials use smartphones together. In this study, we propose the possibility of a new mobile advertising service by experimenting and analyzing the effect of high frequency technology based TV advertising linked mobile advertising service. Experimental results show that the response rate of the same content is improved about 9 times as compared with that of the general mobile advertisement when the advertisement of the same content is provided by the TV advertisement interlocking type. It can be confirmed that it is quite effective to provide the same content advertisement to the customers who are in front of the TV at the time of sending the TV advertisement. Therefore, it is expected that various services based on high frequency technology will be activated as a new advertising service that will preserve the effect of TV commercials in the future.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.105-125
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• 2001

A rapid in increase in population of Internet users made the Internet appeared to be an important advertising medium. Under this situation, one of important research issues will be one related to measurement of Internet advertising effect. This study was carried out with three following projects which set up on the basis of the Modified Elaboration Likelihood Model of Cho(1999). (1) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels. (2) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels and website types. (3) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels and banner advertisement types. The experiment was conducted in a manner that virtual websites and banner advertisements produced for the purpose of this study were classified into eight groups according to the product involvement levels, website types and banner advertisement, and then questionnaire sheets were filled out. The results of empirical analysis are summarized by the research projects as follows. (1) The banner click, advertising attitude and buying intention according to the product involvement levels were not significant. (2) There was no significant difference in the banner click according to the product involvement levels and website types. In the advertising attitude, there was a significant effect of interaction, whereas in the buying intention there was no significant effect of interaction. (3) There was a significant difference in the banner click by the product involvement levels and banner advertisement types. Concretely the click rate appeared to be high in literal banner advertisement for a product with high involvement and in pictorial banner advertisement for a product with low involvement. It is expected that this study can provide Internet advertising researchers and managers with theoretical and the practical informations.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.491-513
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• 2001

It has not been a long time since a comparative advertising was emphasized in the advertising industry and academics. The issue is whether comparative advertising is more effective than noncomparative advertising, and if it is true, then under what conditions it is more effective. Based upon previous research results and expertises' opinions, the authors try to figure out the hierarchy of comparative advertising effect and its determinants. The objective of this exploratory study is to develop a conceptual model on comparative advertising effect and research propositions. This model would provide us with broader understanding on comparative advertising, practical guidelines for comparative advertisement production, and foundations of developing more detailed model on comparative advertising effectiveness.

• Journal of the Korean Society of Clothing and Textiles
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• v.18 no.5
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• pp.716-726
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• 1994

The present study was conducted to analyze the type of appeal and constituent unit's expression of apparel advertising appeared in women's magazine through content analysis. The research questions raised for this study were: (1) Are there any differences in the type of appeal between outwear and uderwear, men's and women's outwear, and formal wear and casual wear advertising ? (2) Are there any differences in the type of appeal and constituent unit's expression of apparel advertising between the late of 1980's and the begining of 1990's ? "Women Sense", founded on August 1988, was used as research materials for the study. And the period of analysis was from September 1988 to March 1993. In order to reduce biases of monthly issues in magazine, the apparel advertisements for analysis were selected from March, June, September and December issues. A total of 348 apparel advertisements were analyzed. The data gethered were analyzed using the frequency table, percentage and chi-square test. The results were as follows: 1. The emotional appeal was used more often for apparel advertisements. 2. There was no difference in types of appeal between men's and women's outwear. Both of them frequently used emotional appeal type 3. Rational appeal and sex appeal type were used more frequently in underwear advertising than in outwear advertisements. 4. It was emotional appeal type that usually used in both formal and casual wear advertising, and sex appeal was employed more often in casual wear advertising than in formal wear advertising. 5. Romantic appeal was employed more aften in the late of 1980's than in the begining of 1990's. Sex appeal and rational appeal were used more often in the beginning of 1990's than in the late of 1980's. 6. Emotional (28.7%) and Assertion Propose Headlines (21.6%) were popular in the late of 1980's. 7. Brand Name Headline was shown most often in the begining of 1990's. 8. Emotional, Factual and Mixed Copies were generally used at all types of bodycopy. while there was no difference in types of bodycopy between the periods. 9. Direct Approach, that a model introduced advertising goods to consumer, was mainly used in illustration. There was no difference in different types of illustration between the periods.

• Journal of the Korean Operations Research and Management Science Society
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• v.38 no.1
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• pp.123-138
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• 2013

Keyword advertising has been used as a promotion tool rather than the advertising itself to online retailers. This is because the online retailer expects the direct sales increase when they deploy the keyword sponsorship. In practice, many online sellers rely on keyword advertising to promote their sales in short term with limited budget. Most of the previous researches use direct revenue factors as dependent variables such as CTR (click through rate) and CVI (conversion per impression) in their researches on the keyword advertising[14, 16, 22, 25, 31, 32]. Previous studies were, however, conducted in the context of aggregate-level due to the limitations on the data availability. These researches cannot evaluate the performance of keyword advertising in the individual level. To overcome these limitations, our research focuses on conversion of keyword advertising in individual-level. Also, we consider manageable factors as independent variables in terms of online retailers (the costs of keyword by implementation methods and meanings of keyword). In our study we developed the keyword advertising conversion model in the individual-level. With our model, we can make some theoretical findings and managerial implications. Practically, in the case of a fixed cost plan, an increase of the number of clicks is revealed as an effective way. However, higher average CPC is not significantly effective in increasing probability of purchase conversion. When this type (fixed cost plan) of implementation could not generate a lot of clicks, it cannot significantly increase the probability of purchase choice. Theoretically, we consider the promotional attributes which influence consumer purchase behavior and conduct individuals-level research based on the actual data. Limitations and future direction of the study are discussed.

• Knowledge Management Research
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• v.19 no.3
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• pp.89-112
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• 2018

Under exhibition circumstances, exhibition advertising by organizer is a mean to promote exhibition service to exhibitors and visitors while general advertising is to promote products and services to consumers. The objective of this research is to suggest advertising strategies by seeing differences in the impact of information quality and media credibility on visitor intention depending on the types of exhibition. This study adopted Elaboration Likelihood Model to measure the impact of central and peripheral cues on advertising attitude and its consequence on visitor intention. We further examined how these influence processes were moderated by exhibition types of B2B and B2C. We conducted survey from B2B and B2C exhibitions respectively, and analyzed structural equation model and moderator regression. We found that first, among factors of information quality as a central cue, argument strength has a positive impact on attitude towards advertising. Second, we also found among factors of media credibility as a peripheral cue, media trustworthiness has a positive impact on attitude towards advertising. Lastly, this study revealed that a type of exhibition moderates the central and peripheral routes towards advertising attitude, showing that B2C visitors are influenced by factors of information quality, and B2B visitors rather by media credibility. This study yields implications in that it gives marketers of organizer a background to set different marketing strategies depending on the types of exhibition.