• 한국산학기술학회논문지
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• 제20권2호
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• pp.492-497
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• 2019

본 연구에서는 빅데이터 시대에 주목을 받고 있는 온라인 맞춤형 광고를 활성화시킬 목적으로 기존 연구들에서 분명하게 규명되지 않았던 '개인 정보'와 '행태정보'의 의미를 명확히 하기 위해 '개인 정보'에 대한 법적 개념을 분석하였다. 분석 대상으로는 '개인정보보호법' 및 동법 시행령에 근거하여 마련된 '개인 정보 침해 요인 평가 지침'과 '개인 정보 비식별 조치 가이드라인'을 선정하였다. 결과에 의하면, '개인 정보'란, (1)살아 있는 개인(단체, 법인, 사물 등은 해당되지 않음)에 관한 모든 종류의 정보로서, (2)개인을 알아볼 수 있는 정보(식별자)이며 개인을 알아보기 어려운 것은 해당되지 않으며, (3)해당 정보 자체로는 개인을 알아볼 수 없어도 다른 정보와 쉽게 결합(결합 대상 정보의 입수 가능성, 결합 가능성이 있어야 함)하여 알아볼 수 있는 정보(속성자)를 포함한다. 보다 구체적으로, 개인 정보에는 기본정보, 고유식별정보, 민감정보, 기타 개인정보 등이 포함된다. 그리고 향후의 연구 방향으로서 기술 발달에 따른 '개인 정보' 개념에 대한 지속적인 연구, '온라인 맞춤형 광고 개인 정보 보호 가이드라인'의 실효성에 대한 연구, 이용자는 물론 사업자의 시각에서 본 개인 정보 보호의 법리에 대한 연구 및 개인 정보와 행태 정보의 명확한 구분을 전제로 한 온라인 맞춤형 광고 연구의 필요성 등을 제안하였다.

• 보건의료기술평가
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• 제6권2호
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• pp.114-122
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• 2018

Objectives: In this study, we evaluated the effectiveness of the typical anti-smoking advertisement on smoking cessation intention in citizens of Ulsan Metropolitan City. Methods: A total of 700 citizens (600 adults and 100 high school student) participated in face-to-face interviews survey using paper questionnaire. Three anti-smoking advertisements were used in this study; chronic obstructive pulmonary disease (COPD) patient video advertisement, tobacco hazard information advertisement, and COPD patient voice advertisement. Each participant randomly evaluated only one of the three non-smoking anti-smoking advertisements. Participants were asked whether they had seen or heard anti-smoking advertisements before and asked whether they understood the advertisement well. They also assessed the effectiveness of non-smokers to maintain smoking cessation and how effective it would be to help smokers quit. Results: Among the three anti-smoking advertisements, 54.8% of participants said that they watched COPD patient video advertisement before. More than 95% of participants said they can understood anti-smoking advertisements. Among the three anti-smoking advertisements, tobacco hazard information advertisement was evaluated to be most effective to maintain non-smokers' smoking cessation (234, 92.5%). Tobacco hazard information advertisement was also evaluated to be most effective to make smokers quit smoking (216, 84.7%). Conclusion: Anti-smoking advertisements have a positive effect on non-smoker's willingness to keep smoking and smokers' willingness to quit smoking. In future studies, it would be meaningful to look at the long-term effects of smoking cessation or to evaluate the effectiveness of the more various anti-smoking advertisements.

• 마케팅과학연구
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• 제20권1호
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• pp.80-88
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• 2010

相当多的调查目的是为了证明股东资产值和一些市场战略之间的关系. 之前的研究包括关于股票价格表现和广告之间的关系, 顾客服务学, 新产品介绍, 研究与开发, 名人转让, 品牌感知, 品牌价值评估, 公司名称变化, 以及运动相关的赞助者地位. 另一个据调查可以对股东资产值产生影响的因素是内含特殊体育事件的电视广告, 例如超级杯. 调查指出以超级杯为题材做了广告的公司股票价值都有所提升. 报告给出广告投资和股东价值提升之间的关系, 作为既普通又特殊的事件, 令人吃惊的是调查关注的奥林匹克运动会的相关广告投资以及之后的效果对股东价值的影响效果较小. 然而调查结果显示奥林匹克运动会的主办地却备受关注, 另外所受关注的是赛事的电视广播进行期间广告的财政稳固. 著名的包括Peters (2008), Pfanner (2008), Saini (2008), and KellerFay Group (2009). 这篇论文提出了有关在2000, 2004以及2008年夏季奥林匹克运动会期间在美国国家广播中进行过电视广告宣传的客户的研究.以下为所验证的五个假设: 假设一: 2008, 2004和2000年在美国电视广播中播放奥运广告的公司股票价格在同期比斯坦普500股票价格指数表现要好. 假设二: 奥运相关股票价格比斯坦普500股票价格指数在整个广告播放期间都表现的更好, 播放期间是指从奥运开始前的周一到当年年底. 假设三: 奥运相关股票价格比斯坦普500股票价格指数长期都表现的更好, 长期是指从奥运开始前的周一第二年的年中. 假设四: 在没有奥运会的期间, 奥运相关股票价格和斯坦普500股票价格指数间没有明显差异. 假设五: 在美国电视广播中播放奥运广告的公司的当年年报比其他非奥运年份要好. 本研究记录在过去三届奥运会期间做广告公司的股票价格(北京奥运, 雅典好运, 悉尼奥运). 我们通过Google和电视网络(例如NBC)来确定这些广告. NBC在过去的三届奥运会获得了在美国转播权. 我们使用互联网来确定这些做过广告的品牌的母公司. 股票价格是通过使用Yahoo财经频道来获得的. 本文所使用的所有的信息都是被公开的信息. 总共有117个奥运广告在2008, 2004和2000年在美国播放. 细节可以从图例1中获得. 结果表明这些奥运相关股票在奥运期间以及奥运前期比斯坦普500股票价格指数表现要好. 相同的结果也可以在奥运开始以后到当年年底, 以及之后半年的记录中获得. 价格压力, 信号理论, 高收视率, 以及企业的刺激战略都对这一个结果有着贡献. 论文最后为广告商和研究者提出了建议并对以后的研究提出了方向.

• 보건행정학회지
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• 제24권4호
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• pp.342-348
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• 2014

Background: Due to lack of regular and systematic evaluation tool, Korea's tobacco control policy has not been examined its overall process of implementation including efficiency and adequacy of the policies. This study developed policy monitoring and evaluation model to assess policy implementation and effectiveness of tobacco control in Korea. Methods: Based on World Health Organization operational manual for assessment, MPOWER (monitor tobacco use and prevention policies, protect from tobacco smoke, offer help to quit tobacco use, warn about the dangers of tobacco, enforce bans on tobacco advertising promotion and sponsorship, and raise taxes on tobacco) related policies were reviewed by rating policy efforts, programme management, people (human resources and their development), provision of organization, provision of fund and partnerships (range, 0 to 5). Results: As a result of the experts' assessment, overall Korean tobacco control policies scored 2.61 points, which is poor. In relation to each 'MPOWER' policies, 'W' scored the highest points (2.93), followed by 'O' (2.91), 'M' (2.87), 'P' (2.86), and 'E' (2.23). 'R' scored the lowest points of 1.87, meaning government efforts in tobacco price policy is insufficient. Conclusion: This study concludes that Korean tobacco control policy should strengthen tax and price measures, while programme infrastructure, people, and funds for policy enforcement should be secured. Furthermore, rather than focusing on one specific measure, a balanced approach reflecting various aspects of tobacco controls should be considered in order to decrease smoking rates and prevent smoking initiation.