• International Journal of Human Ecology
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• v.12 no.2
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• pp.1-12
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• 2011

Many pharmaceutical products are available through prescription (Rx) only status. As a result, access to physicians and insurance coverage play a key role in the use of these products, and therefore may affect the population to whom advertising is targeted at. The movement of pharmaceutical products from prescription (Rx) to Over-the-Counter (OTC), or Rx-to-OTC switch changes the cost of acquiring the drug and therefore may change the incentives manufacturers have at targeting particular population segments. This study examines whether Rx-to-OTC switch changes the frequency and the distribution of who is exposed to pharmaceutical advertising. Using an archive of pharmaceutical advertisements and National Consumer Survey, this study examines how individuals with particular demographic characteristics are exposed to pharmaceutical advertisements before and after drugs are moved from Rx to OTC. The results provide evidence that individual's advertising exposure increases after Rx-to-OTC switch. Moreover, the increase in advertising exposure is greater for the low socioeconomic status (SES) consumers which implies they may get more information about the disease, treatment and product after the Rx-to-OTC switch through advertising. If low SES consumers have more exposure to the advertising after products switched to OTC, then FDA policies regulating this switch should recognize the potential role of advertising providing access to health-related information.

• Journal of Korea Multimedia Society
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• v.23 no.11
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• pp.1435-1445
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• 2020

Advertising is a communication that aims to persuade you through communication. Local governments are enforcing a lot of budget for outdoor advertisements and exposing advertisements to various media. However, in the case of outdoor advertisements, advertisements are executed without considering the specificity of the exposure environment, so it is inferior to the budget input. Therefore, this study aims to help local advertisement agents, producers, and related parties by classifying components by combining video analysis methodology and video ad analysis methodology for effective message delivery and immersion in local outdoor advertising. As a discussion to provide an efficient production methodology for outdoor advertising video production in the future, it is an extension of exploratory research through content analysis.

• International Journal of Advanced Culture Technology
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• v.7 no.1
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• pp.77-83
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• 2019

Recently, as social media users have grown, the resulting form of advertising has emerged, and one of the types is native advertising. This advertising method appears to be 52% higher than the banner, according to a study by the IPG Media Lab (2013). Therefore, there is a positive effect on native advertising, but it is necessary to maximize the effect. In this paper, the acceptor's attitude to the native advertisement and the shared intention are verified as to how the effect of the native advertisement can be understood and the maximized effect can be obtained. When the brand phrase was in the form of direct exposure, the subjects were positive about the advertisement and the brand attitude was favorable. Share intentions were also high. These results included suggestions to produce native advertisements in consideration of the attitudes and sharing of the recipients.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.1-12
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• 2019

The purpose of this study is to find out what type of skip button used in forced exposure advertising is the most positive to the users. The four types of skip buttons were produced for the experiment and tested by survey and eye tracker to reveal the effects of the skip buttons on perceived intrusion, advertising attention, attitude toward advertising, and memory consisting of recall and recognition. Out of 80 participants, 20 were randomly assigned to the specific type of skip button group. The results showed that there is no statistical difference in advertising attention, perceived intrusiveness and attitude toward advertising. However, the recall and recognition rate are the highest in the static text type and kinetic text, product image, and default follow statistically. This study has implications for using skip buttons as a major variable for inventory of TrueView advertising effects and suggests that the amount of information in the image is critical processed by users within very short time.

• Journal of the Korean Data Analysis Society
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• v.20 no.6
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• pp.2841-2852
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• 2018

This study examines regression modeling method using zero-inflated distribution in relation to estimation of exposure distribution required in advertisement media planning. Exposure distribution is the percentage of audiences that are exposed each time the ad is repeated. Such an exposure distribution plays a very important role in providing basic information necessary for calculating various indicators for quantitatively measuring the advertising effect. Especially, due to the decrease of advertising price and the spread of various media, the frequency of the advertisement or the broadcasting of specific advertisements has been greatly increased compared to the past. As a result, the frequency of exposure is relatively decreasing. In this situation, the number of individuals who are not exposed to the media, that is, are not exposed to advertising structurally is increasing. This research proposes advertising exposure distribution models using a zero-inflated regression model, and conducts a comparative study using actual cases.

• Convergence Security Journal
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• v.19 no.4
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• pp.189-195
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• 2019

PPL advertising is growing due to the cheaper cost than other TV commercials, the familiar image construction from natural exposure in video, and the overseas marketing effects from programs export. However, it is difficult to provide additional information on PPL advertising targets in addition to short video exposure due to the restriction that they should be exposed without antagonizing viewers. This study designed a data service that supports PPL advertising, which provides additional information for PPL advertising targets. Specifically, the user scenario and user interface of the data service were designed considering the characteristics of the TV platform, the key additional information was defined by distinguishing the typical types of PPL advertisement, and the information on when PPL advertising targets should be exposed in the program was devised. We also developed a DVB-SI based method to provide the supplementary information to the data service.

• Asian Pacific Journal of Cancer Prevention
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• v.17 no.sup1
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• pp.49-53
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• 2016

Evidence shows that tobacco advertising and promotion activities may increase tobacco consumption and usage, especially in youth. Despite the regulation on prohibiting advertisement of any tobacco product, tobacco advertisement and promotion activities are still common in Vietnam. This article presents current exposure to tobacco advertising and promotion (TAP) among school children aged 13 to 15 years in Vietnam in 2014 and potential influencing factors. Data from the Global Youth Tobacco Survey 2014 in Vietnam covering 3,430 school aged children were used. Both descriptive and analytical statistics were carried out with Stata 13 statistical software. Binary logistic regression was applied to explain the exposure to TAP among youth and examine relationships with individual factors. A significance level of p<0.05 and sampling weights were used in all of the computations. In the past 30 days, 48.6% of the students experienced exposure to at least 1 type of tobacco advertising or promotion. Wearing or otherwise using products related to tobacco was the most exposure TAP type reported by students (22.3%). The internet (22.1), points of sales (19.2) and social events (11.5) were three places that students aged 13-15 frequently were exposed to TAP. Binary logistic results showed that gender (female vs male) (OR = 0.61, 95%CI: 0.52 - 0.71), susceptibility to smoking (OR = 2.12, 95%CI: 1.53 - 2.92), closest friends' smoked (OR = 1.43, 95%CI: 1.2 - 1.7) and parents smoking status (OR = 2.83, 95%CI: 1.6 - 5.01) were significantly associated with TAP exposure among school-aged children. The research findings should contribute to effective implementation of measures for preventing and controlling tobacco use among students aged 13-15 in Viet Nam.

• International journal of advanced smart convergence
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• v.13 no.3
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• pp.183-190
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• 2024

This study investigates the conditions under which the compensation effect occurs in advertising, focusing on the influence of warmth messages on consumer perceptions and responses. By comparing single-ad and comparative ad exposure contexts, the research reveals how warmth messages affect perceived brand competence and the intention to like ads. High warmth messages, when viewed in a comparative ad setting, lead to lower perceived brand competence compared to a single-ad setting, emphasizing the need for strategic message placement in competitive environments. The study further explores how consumers' construal levels-whether considering near-future or distant-future purchase decisions-moderate these effects. The negative impact of high warmth messages on perceived competence is amplified in a comparative context at low construal levels, while high construal levels mitigate this negative impact. These results provide both theoretical and practical insights, highlighting the importance of ad context and construal level in advertising strategies.

• Journal of the Korea Society of Computer and Information
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• v.24 no.4
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• pp.83-90
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• 2019

Is this paper, We propose to examined the relationship between advertising attributes and brand preference, consumer psychological repulsion, and consumer happiness. Due to the infinite competition between the companies, they are experiencing significant difficulties in operation. In this situation, effective advertising is obviously a very important means to overcome the difficulties of operation. Therefore, in order to maximize the advertising effect, sufficient awareness of the advertisement property and the production and exposure of the advertisement based on it can be very important. As such, the purpose of this study is to verify the effect of indirect advertising appearing on entertainment programs on consumers' preference for brands and their psychological resistance, and to verify the effect of consumers' preference for brands and psychological backlash on consumer happiness. In addition, the exposure pattern of indirect advertisement is intended to verify whether there is a control effect between the nature of the advertisement and the brand preference and psychological backlash. A total of 209 questionnaires were distributed to consumers who viewed program in order to achieve the purpose of this study. For empirical analysis, exploratory factor analysis, confirmatory factor analysis, frequency analysis, reliability analysis, structural equation model, and multimodal simultaneous comparison analysis were performed using SPSS V. 22.0 and AMOS V. 22.0. The results of the empirical analysis of this study are as follows. First, advertising attributes have a significant effect on brand preference. Second, the hypothesis that advertising attributes have a significant effect on psychological repulsiveness of consumers is partially adopted. Third, brand preference and psychological repulsion have a significant effect on consumer happiness. Fourth, we confirmed the moderating effect of PPL expression form in ad property, brand preference, and psychological repulsion. Based on these findings, we presented the implications, limitations and future research directions of the study.

• Journal of the Korea Convergence Society
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• v.12 no.8
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• pp.115-122
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• 2021

This study attempted to examine how Personalization Advertising and Customization Advertising strategies affect consumers' Aad among AI-based Programmatic Advertising strategies that have been actively conducted recently. To this end, the relationship between two advertising strategies, the transportation, the overall emotional experience that occurs when acting, and Aad was examined structurally. As a result of a survey of 110 general people, Personalization Advertising had a negative influence on consumers' transportation, and the Customization Advertising strategy had a positive influence. In addition, transportation had a positive influence on the Aad. These results suggest the needs to actively induce consumers into Customization advertising situation, rather than the company's mechanical analysis and exposure-oriented advertising strategy.