• Journal of the Korea Society of Computer and Information
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• v.29 no.9
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• pp.137-144
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• 2024

Digital advertising, both indoors and outdoors, is evolving from traditional 2D formats to more immersive 3D forms. 3D advertising involves creating 3D content and displaying it through large LED installations on two sides of a building's corner, or using 3D hologram projectors indoors. This study examines the production process of 3D hologram projectors used indoors and LED-based 3D content used outdoors, analyzing potential issues and considerations when creating 3D digital advertising content. The findings reveal that while indoor hologram projector content provides 3D effects, the low resolution of the devices makes it challenging to implement complex content. However, they are cost-effective and easy to operate. On the other hand, LED-based 3D advertising content, produced in high resolution, requires more time for content creation and incurs higher hardware installation costs. Despite this, it effectively represents complex content and maximizes visibility due to its enhanced 3D effects. In conclusion, it is crucial to create tailored content that matches the resolution of the display device to maximize 3D effects in advertising. Specifically, when producing 3D billboard-style outdoor advertising content, the structure of the building on which it will be installed must be carefully considered.

• Journal of Korea Society of Digital Industry and Information Management
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• v.17 no.2
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• pp.47-72
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• 2021

This research aims to examine the cause-and-effect relationship between the user's purchase intention and word-of-mouth for Instagram advertisements. In addition, Instagram currently has many users in the order of Kakao Talk, Facebook, and Instagram. However, most of the previous prior papers are research on the current status of Instagram. Recent research on Instagram advertising has been lacking. This research is academically significant in that it conducted with the focus on advertising on Instagram. In addition, we provide a framework based on future research in that we proposed a model between human psychology and the oral effect on how much Instagram affects purchasing through the theory of emotional response (PAD). Future studies need to demonstrate the relationship between emotion response (PAD) factors that directly affect purchase intent. Finally, it will need to be studied to analyze purchasing patterns using data mining techniques between different social network services.

• Archives of design research
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• v.17 no.2
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• pp.393-402
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• 2004

The mobile advertisement has varied on lifestyle of people, who live aninformation-oriented society with portable equipment such as web phone and PDA(Personal Digital Assistant). Also, the advertising has expended mobile techniques and its application field unpredictably. The intrinsic characteristic of misdistribution, reach, and convenience in mobile advertisement add up the capacity of a location, information and individualize. This market condition leads the basic audio focused formal mobile advertisement to the new mobile Internet environment with an additional able of data communication. Moreover, the type of SMS (Short Message Service), Graphic, Wep Push, and ridchmedia, which based on music, basic graphic, voice, and letters transfer by mobile terminal and the mobile character is present inevitably correlation with pixel art and animation in 2D(Two Dimensions) techniques. Thus, this research appoints the importance and its role of mobile advertisement that is core of the business marketing in new media era. To activate mobile market, the mobile companies classify the characteristic of consumers with developed commercial use of mobile character and research their behavior to meet optimal mobile character in business.

• Journal of Korean Library and Information Science Society
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• v.30 no.3
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• pp.151-174
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• 1999

Recently, the Ministry of Education is striving to move education and school libraries toward the information age and to create an atmosphere open education. School libraries need to be furnished with lots of useful materials for the curriculum of open education. School libraries need to be furnished with lots of useful materials for the curriculum of open education. Therefore, school libraries should adopt the concepts and techniques of marketing. The results of this study can be summarized as follows. 1. Nonprofit organizations such as school libraries should adopt the concepts and techniques of marketing to solve the problems for the rational management of the system. 2. Marketing techniques can be adopted in the areas such as collection development, service fee, selection of the place of library, advertising, better library user organization etc. 3. School libraries should be total educational information centers to realize educational goal and the curricular. 4. Procedures for marketing strategies for school libraries are embodied in mission statement, environmental analysis, marketing audit, marketing mix, marketing segmentation, evaluation methods etc. 5. The 4 "Ps", product, price, place, promotion make up the marketing mix for school libraries.libraries.

• Archives of design research
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• v.16 no.3
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• pp.241-252
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• 2003

Currently while a phase of the Internet as an advertising media is firm, and Internet advertisement utilization of a company rises, and the consumers contact with various Internet advertisements. A lot of Internet advertisements of various forms made with new technology to develop rapidly are executed and will disappear again. Now, It is necessary to classify various types of the Internal advertisement which was made by a sharp environment change, and was tested of the last ten years and to classify expression techniques systematically. At the same time, we have to check a development direction of domestic Internet advertisement and trend. It is a point of time that Internet advertisement must be designed in a macroscopic dimension like the four medium advertisement by an advertisement strategy and an expression strategy. In this paper, first I classified a type of domestic Internet advertising into marketing, an advertisement purpose, an expression form, manufacture technology, and an express on method systematically in five sides so far And I tried to consider the form and characteristics. By next time, while examine change of internet marketing paradigm, I checked trend of recently domestic Internet advertising in accord to a change of consumer's use tendency and a change of Internet advertisement manufacture technology, and tried to consider the development course in the marketing side, the manufacture technical side, and the creative side. Finally, I wish to propose necessity of expression strategy establishment to promote development of the interactive advertisement technique that considered the creative side in order to raise an effect of Internet advertisement.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.14 no.5
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• pp.2122-2140
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• 2020

Proper and precise embedding of commercial ads within Webpages requires Ad-hoc analysis and understanding of their content. By the successful implementation of this step, both publishers and advertisers gain mutual benefits through increasing their revenues on the one hand, and improving user experience on the other. In this research work, we propose a novel multi-level context-based ads serving approach through which ads will be served at generic publisher websites based on their contextual relevance. In the proposed approach, knowledge encoded in domain-specific and generic semantic repositories is exploited in order to analyze and segment Webpages into sets of contextually-relevant segments. Semantically-enhanced indexes are also constructed to index ads based on their textual descriptions provided by advertisers. A modified cosine similarity matching algorithm is employed to embed each ad from the Ads repository into one or more contextually-relevant segments. In order to validate our proposal, we have implemented a prototype of an ad serving system with two datasets that consist of (11429 ads and 93 documents) and (11000 documents and 15 ads), respectively. To demonstrate the effectiveness of the proposed techniques, we experimentally tested the proposed method and compared the produced results against five baseline metrics that can be used in the context of ad serving systems. In addition, we compared the results produced by our system with other state-of-the-art models. Findings demonstrate that the accuracy of conventional ad matching techniques has improved by exploiting the proposed semantically-enhanced context-based ad serving model.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.917-928
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• 2021

This study is an empirical investigation of the effectiveness of guerrilla-marketing techniques in creating a positive brand image among generation Y (millennial) consumers. Five guerrilla techniques practiced by companies-such as viral marketing (EWOM), stealth marketing, ambush, graffiti, and clickbait ads-were studied, and hypotheses were proposed. This study adopted a quantitative approach and a questionnaire using the non-probability sampling technique was developed to collect data and self-administered to 248 millennial respondents on various university campuses. The data collected were analyzed through structured modeling on AMOS. The findings of this research revealed that guerrilla marketing affects symbolic and experiential brand image. Further, the results revealed that stealth marketing, graffiti, and click bait advertising were found to be influential on both symbolic and experiential brand images. As an exception, the hypotheses for ambush marketing were found to have no significant influence on the brand image (symbolic and experiential). Moreover, ambush technique in campaigns may have a negative impact on the brand image. Conversely, the study found that clickbait ads had a significantly negative influence on experiential brand image. Consequently, the results of this study strengthen past findings and concluded that guerrilla marketing techniques are beneficial communication tools in the limited marketing budgets.

• Journal of Distribution Science
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• v.10 no.5
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• pp.29-36
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• 2012

This paper aims to establish a Fengshui-based marketing model that companies engaged in selling dwelling spaces can utilize to increase their sales. The study is based on an investigation of appraisal statements and analysis techniques used in Fengshui. The Fengshui marketing model can be used for corporate advertising, sales promotions, public relations events, and for framing an overall marketing strategy according to changing consumer demand. As a sales promotion strategy, it can be used to influence consumer psychology and behavior. Although this study is limited to the all-pervasive advertising and marketing of houses by construction companies under installment plans, the Fengshui marketing method can also be used for the sale of store locations, space for product display, and so on. Initially, I analyze living spaces according to traditional Fengshui theory, and subsequently apply the modern method to study topographical space structures and geomagnetism disturbances. I present a standard form for writing the Fengshui appraisal statement based on the objective analytical method of Fengshui. With its shortcomings remedied, the appraisal statement can lead to high-quality advertising and increased valuations because it is based on objective data analysis and systematic evaluation of houses. In brief, I have designed the Fengshui marketing model as a sales promotion technique for the housing industry. I believe this study will contribute to the application of Fengshui in the housing industry's sales promotion efforts through high-quality advertising. Future research should evaluate Fengshui marketing in the housing industry based on case studies. Research questions to be addressed could include how Fengshui marketing has affected installment sales of houses and how Fengshui architectural practices affect general well-being. These studies would help propagate Fengshui marketing by validating its effectiveness. In addition, case studies should be undertaken to consider the practical applications of Fengshui marketing, how it can contribute to maximizing a company's image and profits, and how it can promote customer satisfaction.

• Journal of Korea Entertainment Industry Association
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• v.14 no.4
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• pp.67-75
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• 2020

Metonymy can be said to be the only language's meaning shifting technique that exists in the domain of a single human thought in order to obtain a transparent cognitive effect. The purpose of this study was to analyze the 'descriptive metonymy' of the advertising content language constructed by the cognitive principle and to find a way to use it in media language education for social and cultural interests and reflection of college students. The metonymy used in advertising media contrasts with the difficulty of the metaphorical interpretation of "opaque and distant" reasoning. Storyboards, mostly focused on human emotions and behaviors, used metonymy's 'transparent and easy meaning shifting technique'. I have found that I can expect the efficiency of media language education that contains the interest and sociocultural interest, self-reflection, and future imagination of college students. Now, there is less need to perform cognitive reasoning for advertisements with ambiguous metaphor techniques. Lastly, in order to produce successful advertising content, we expect to use the language technique of 'narrative metonymy' with warm feelings of humans, and acknowledge the lack of quantitative research and leave it as a task for the next research.