• Proceedings of the Korean Operations and Management Science Society Conference
• /
• 2007.11a
• /
• pp.425-434
• /
• 2007

The sponsored search has become significant channel of online advertising, and the large sized advertisers have appeared, so the sponsored search strategy is becoming more important. Since CPC(Cost-per-Click) advertising has different price according to keyword, it is difficult to manage the a lot of keywords at one time. So, the purpose of this study is to investigate the factors which influence on the cost-per-click of sponsored search advertising. That is, there are four factors: impression, CTR(Click through Rate), conversion rate, and keyword's length. for the regression analysis, we use the actual data which is gotten from an ad agency. The result of that, the impression and keyword's length influence cost-per-click positively. However, CTR & conversion rate have no influence on it unexpectedly.

• Journal of information and communication convergence engineering
• /
• v.5 no.1
• /
• pp.68-72
• /
• 2007

In this paper, we present robust and secure metering scheme to measure the number of interactions between clients and servers in the web, especially the web advertising. In most cases the web advertising is consists of advertisers, clients, servers, and an audit agency. The metering scheme should always be secure against fraud attempts by servers which maliciously try to inate the number of their visits and against clients that attempt to disrupt the metering process. We propose robust and secure metering scheme based on cryptographic techniques. By analyzing the proposed scheme we show that our scheme is more robust and secure than the previous schemes [1,2,4,5].

• International Journal of Advanced Culture Technology
• /
• v.10 no.1
• /
• pp.196-203
• /
• 2022

Developing smart cities increasingly relies on metaverse technology. This has become much more apparent in the post-COVID-19 pandemic urban environment. The demand for fast processing of huge amounts of data and the convergence of various media types is essential for keeping city residents well-informed and safe. This paper builds on recent research on metaverse, smart cities, and digital outdoor advertising media. It proposes that "space culture media", which collectively functions by using physical or virtual spatial information, will play a key role in the smart city, functioning as an augmented city. Specifically, this paper deals with significant issues related to the smart city changes created by tecoration, a metaverse urban media space facilitated and enhanced through digital outdoor advertising.

• Journal of the Korea Convergence Society
• /
• v.9 no.3
• /
• pp.231-240
• /
• 2018

Recently, personal information processing are becoming more important in the behavioral advertising based on online and mobile platform. The behavioral advertising analyzes and utilizes individual's search & purchase history, hobbies, and tendency based on the personal behavior information collected using the automatic collection device. Therefore, it collects and stores other types of personal information which did't defined in Privacy Act and can analyze personal behavior. This characteristics may cause disclosure of personal information and exposure to intrusion. In this paper, we investigate and analyze the privacy policy of the advertising agencies, and discussded the measures to be taken in collecting, storing and using personal information suitable for behavior information.

• The Journal of the Convergence on Culture Technology
• /
• v.8 no.6
• /
• pp.873-879
• /
• 2022

In the future, AI and the metaverse are becoming so powerful that their application areas and influences are swallowing up the world. The advertising field is no exception, and it is becoming more important to predict, analyze, and strategize these future changes. In order to study the future change of advertising according to the development of artificial intelligence and metaverse, literature research related to the development of artificial intelligence and metaverse technology and the resulting change in the advertising environment, in-depth interviews with future and advertising experts, and Delphi technique research method I want to study change. First, through this study, we would like to examine the opinions of experts through in-depth interviews on the development of artificial intelligence and metaverse technology and the changes in the advertising sector in the post-coronavirus era of civilizational transformation. In addition, the Delphi technique is used to determine how important the change is by future advertising technology area, future advertising media area, future advertising form area, future advertising effect area, future advertising application area, and future advertising process area, and at what point in the future it will change. In addition, we want to study how the future advertising form will change in detail. Also, based on this, we would like to propose a countermeasure for the advertising industry.

• Journal of the Korean Geographical Society
• /
• v.45 no.2
• /
• pp.256-274
• /
• 2010

The aim of this study is to examine agglomeration patterns of advertising industries and spatial networks of advertisement production in Korea. The focus of analysis is the agglomeration pattern of advertising industries within Seoul because these are agglomerated in Seoul like other business services. Analysis methods are local Moran's I index and location quotient with the regional percentages of each sector's number of employees. Clusters in Gangnam Area are related to start-up advertising firms and global agencies entering domestic advertising markets. Network analysis is used to investigate the spatial networks of TV advertisement production between advertising agencies(AA) and film productions(FP). After transformation of AA-FP network matrix to regional matrix centrality index and brokerage scores are calculated. This analysis shows individual region's different role and position in the AA-FP network. Many agencies in or out of Gangnam Area outsource most advertisement makings to film productions in Gangnam Area. Advertising industry dusters in Gangnam Area is important as of the destination of advertisement production networks and the circulation of those networks.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.6
• /
• pp.453-459
• /
• 2023

This study analyzed the creative properties of public service advertisements and public content in outdoor advertising. The results of a case analysis focusing on outdoor advertisements for fundraising are as follows. First, government ministries were mainly found as advertisers. Second, most of the advertising messages were about policy promotion by the government and public institutions, with few public content or public interest messages. Third, in terms of expression, text took up more weight than visual elements, and illustrations were the main visual expression element. This proves that the public content of domestic outdoor advertisements mainly has a strong purpose of conveying direct information.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.3
• /
• pp.205-211
• /
• 2023

In this study, we analyzed the potential application and validity of ChatGPT, an artificial intelligence technology currently gaining attention across various fields, for the creation of advertising photographs. To do this, we examined the relationship between the visual elements of advertising photographs and language, and investigated use cases of ChatGPT in advertising. Furthermore, we analyzed the elements of each stage in the advertising photograph creation process and conducted expert interviews to determine the validity of ChatGPT's application in these stages. The results revealed that, although somewhat limited, the feasibility of using ChatGPT was found to be high in the planning stage of advertising photographs, but lower in the actual shooting and post-production stages. Considering these findings, it is necessary to continuously monitor the progress of AI technology and strive to enhance the creativity and efficiency of advertising photograph production through collaboration between technology and humans.

• The Journal of the Convergence on Culture Technology
• /
• v.10 no.2
• /
• pp.81-90
• /
• 2024

The purpose of this study is to examine the possibility of combining DOOH advertising, which has fully met the functional requirements of a standalone digital medium, with transmedia storytelling as a expansion of a new advertising area. This researcher examined the concept of transmedia storytelling used in various fields and its application cases in dramas, movies, and webtoons, and analyzed examples of transmedia storytelling approaches in the field of advertising. As a result of the analysis, it was analyzed that although OOH advertising has brought many changes in the way of content implementation with the advent of digital signage, DOOH advertising needs to be approached in a more diverse way in a situation where the boundaries that were considered to be the unique domain of each content are blurring. In particular, it has been analyzed that it can not only fulfill its role as an independent medium but also expand the scope of DOOH advertising by combining it with transmedia storytelling enthusiasts. These results suggest the need to incorporate DOOH advertising with transmedia storytelling strategies.

• The Journal of the Korea Contents Association
• /
• v.7 no.10
• /
• pp.283-292
• /
• 2007

Recent studies on business performance in the operation of travel agency services note the importance of non-financial factors, in addition to financial factors. They also indicate that in order to enhance the business performance in travel agency services, it is necessary to emphasize the most competitive key factors based on the understanding of the circumstances with which those services are faced. The analyses of business performance in travel services and of related research Papers have showed that the major factors influencing the operation of travel agency services include the relationship with tourism-related companies the introduction of e-commerce and knowledge-based management, the services of employed workers, and brand awareness and advertising. The present study attempts to propose an approach to the efficient operation of travel agency services by reviewing and analyzing the different studies regarding these factors. To do so, this study employs the existing study reports and publications related to the operation of travel services, focusing mainly on literature review. The paper is composed of four chapters: The first is an introductory chapter; Chapter 2 provides the theoretical background; in Chapter 3 an analysis of the previous studies is attempted; and Chapter 4 presents the results of analysis and other considerable suggestions.