• Journal of the Korea Institute of Information and Communication Engineering
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• v.7 no.6
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• pp.1202-1209
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• 2003

With explosive growth of Internet users, the market share of electronic commerce becomes wider. Therefore the Internet is standing in the spotlight of a new medium of advertisement, and several Internet advertising methods have been implemented. However the banner advertising that is the typical internet advertising method is showing low click rate because of user's unconcern. Accordingly we propose a new Internet advertising method that makes expose advertising content on the background of web browser when user puts mouse pointer over a specified text. Internet users are willing to click a interesting text, just at that moment the advertising content is appeared on the background of web browser. Therefore we could expect high effectiveness of advertising and moreover after clicking the text, the advertising content is shown continually on the web browser. The proposed method, unlike banner advertising, various shapes of image can be applied and makes use of whole background of web page.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.7
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• pp.1258-1269
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• 2001

The purpose of this study was to investigate the dimensions of fashion lifestyle, to examine the relationship between fashion lifestyle and internet advertising effect, and to identify the moderating effect of fashion lifestyle on the relationship between advertising types and advertising effects. Using dependent variables as internet advertising effects(i.e., attitude to advertising, attitude to product, attitude to brand), advertising types (i.e., banner, website e-mail types) and fashion lifestyle were used as independent variables. For the study, a sample of 152 apparel consumers participated in this survey research. The survey of design with a questionnaire was employed. Three types of fashion advertisement were included as banner type, website type, and e-mail type. For each type, two samples were included for the study. Questionnaire was developed with the html language and data collection was done through the internet on October 2000. For data analysis, descriptive statistics(i. e., frequency, percent), factor analysis, reliability analysis, linear regression and ANOVA were used. First, fashion lifestyle was classified with the seven dimensions: personality seeking group, planning purchase group, fashion leader group, fashion information seeking group, media preference group, commonness/traditional group, fashion follower group. Second, fashion lifestyle had signification effects on advertising effects. In the group of fashion lifestyle, fashion Information seeking group and planning purchase group were found to influence on the attitude toward advertising, and planning purchase type was influenced to attitude toward brand and attitude toward product. Third, main effects of fashion lifestyle were found to be significant. The correlation and interaction effects of fashion lifestyle and internet advertisement types were not significant.

• Journal of Service Research and Studies
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• v.14 no.2
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• pp.1-17
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• 2024

One of the most important decisions for managers in the online banner advertising industry, is to choose the best banner alternative for exposure to customers. Since it is difficult to know the click probability of each banner alternative in advance, managers must experiment with multiple alternatives, estimate the click probability of each alternative based on customer clicks, and find the optimal alternative. In this reinforcement learning process, the main decision problem is to find the optimal balance between the level of exploitation strategy that utilizes the accumulated estimated click probability information and exploration strategy that tries new alternatives to find potentially better options. In this study we analyze the impact of word-of-mouth effects and the number of alternatives on the optimal exploration-exploitation strategies. More specifically, we focus on the word-of-mouth effect, where the click-through rate of the banner increases as customers promote the related product to those around them after clicking the exposed banner, and add it to the overall reinforcement learning process. We analyze our problem by employing the Multi-Armed Bandit model, and the analysis results show that the larger the word-of-mouth effect and the fewer the number of banner alternatives, the higher the optimal exploration level of advertising reinforcement learning. We find that as the probability of customers clicking on the banner increases due to the word-of-mouth effect, the value of the previously accumulated estimated click-through rate knowledge decreases, and therefore the value of exploring new alternatives increases. Additionally, when the number of advertising alternatives is small, a larger increase in the optimal exploration level was observed as the magnitude of the word-of-mouth effect increased. This study provides meaningful academic and managerial implications at a time when online word-of-mouth and its impact on society and business is becoming more important.

• The Journal of Society for e-Business Studies
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• v.8 no.4
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• pp.33-51
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• 2003

The primary objectives of this study were, using data from Internet users in Korea, to determine users' preference of banner ad through two ad properties; ad presentation type (text vs. image) and ad content (product information vs. prize information) by incorporating the level of involvement into research design. Using within-group experimental design by means of subjects' web-based participation in the study, the study result showed that image-based banner ad was significantly preferred to text-based banner ad. It was found that the level of ad involvement had a significant impact on the preference of banner ads. Also it was found that image-based banner ad had a greater effect on ad preference than text-based banner ad in low involvement situation only, Finally, image-based banner ad was consistently preferred to text-based banner ad regardless of involvement level when the banner ad was product oriented. The study findings suggest that adoption decisions regarding banner ad presentation type and banner ad content should be based on the knowledge of both the level of consumer's ad involvement and the interactive effects between ad presentation and ad content.

• Journal of Global Scholars of Marketing Science
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• v.14
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• pp.1-16
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• 2004

This paper explores the impact of banner exposure and clicking on brand-attitude changes and purchase intention changes. It is found that simple exposure to banner ads does not change people's initial brand-attitude and purchase intention, while voluntary exposure to target ads by clicking banner ads results in positive or negative brand attitude and purchase intention changes depending on the likability of the linked target ads from the banner ads. For methodology, this study employed a pretest posttest control group design and used online data collection technology called Cold Fusion. A total of 961 subjects participated in this research.

• Proceedings of the Korea Society of Design Studies Conference
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• 1999.10a
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• pp.56-57
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• 1999

인터넷은 일반 초보자들이 사용하기 쉬운 정보검색 도구의 개발, 상호작용이 가능한 멀티미디어 환경, 다양하고 무한한 정보와 쉬운 정보창출 등과 같은 장점 때문에 지속적인 성장을 하여왔다. 인터넷이 실험매체로서의 모색단계에서 벗어나 본격적인 매체로 성장하고 있는 가운데 기존 4대 매체(신문, 잡지, TV, 라디오)에 이어 제5의 매체로 서서히 자리 매김을 하여 가고 있음을 의미하며 이는 기존 매체의 대중 전달과는 달리 'one-on-one' 매체라는 인터넷의 특징이 광고의 패러다임 전이를 요구하고 있는 것이다.(중략)

• Proceedings of the Korea Contents Association Conference
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• 2014.06a
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• pp.393-394
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• 2014

• 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.

• Archives of design research
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• v.17 no.4
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• pp.269-278
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• 2004

Modern high technology has developed from a printing type-oriented culture to sight and hearing-oriented one. Such changes helped raise users' interests and desires on being seen and heard, encouraging research for various usages and types. In particular, with the common use of high speed Internet and firmer standing of Internet as advertising media, Internet banner advertisement has been growing twice as much as the previous year, every year. With this accelerated development of multimedia Kinetic Typography has been used for a variety of forms. During this series of process, the most important one is the expression of the movement of Kinetic Typography. Information able to obtain from the existing way of reading became transferred to the process of multi-dimensional process of obtaining such as seeing and hearing. Accordingly, more effective expression with interesting factors considered together with more activeness for users' obtaining information through Internet, can expect more positive effects. Towards this goal, more various new tries should be made for Internet banner advertisement. In particular, with the larger role in Kinetic Typography to play the role of users' reading for information obtainment, the principles & factors of expression for Internet banner advertisement would be studied, and expression types and structure would be considered, and data from them would be collected and analyzed, to suggest the direction of development.

• International Journal of Advanced Culture Technology
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• v.9 no.3
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• pp.259-264
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• 2021

In modern socity, online communication plays a vital role in social interaction of communicities. It is so common for online users to see display advertisements online while surting the Net. Specifically, most web banners diaplayed on portral sites consist of words, phrase, and sentences. Considering that the primary purpose of adversiting is persuation, the advertisement such as web banners is an examplary case to show the interaction among pragmatics, translation and advertising because the linguistic expressions employed in the banners represent its pragmatic use, leading to persuation and functioning as a communicative tool for the smooth communication between source text producers (adversisers) and target audience (online users). This can be part of the so-called translation process. In particular, we can easily witness the use of English words in web banners. Thus, this paper looks at web banners displayed on major four portal sites-Naver, Daum, Nate, and Zum, giving a special attention to the content contained in the web banners as well as the use of English words. As s result, we found that the frequencies of English words in each portal site were higher when the advertised products were targeting young online users, whereas the frequencies were lower when the users are older group than young people. The finding supports the prgramatic perspective that linguistic expressions are understood in social contexts and shows the so-called translation process which involves a shift from semantic meaning of words to their pragmatic use. Finally, we can conclude that the interaction is possible when we have the framework where translation, pragmatics, and advertising are all communitative components for social interaction within social contexts.