• Title/Summary/Keyword: Combination of growth factors

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Effects of Atmospheric factors on Local Adaption Rearing Test Results of Superior Breeding Combination of Silkworms (기상요소가 누에 우량교배조 지역적응시험의 작황에 미치는 영향)

  • Sohn, Bong-Hee;Kang, Pil-Don;Ryu, Kang-Sun;Jung, I-Yeon;Kim, Yong-Soon;Kim, Kee-Young;Kim, Mi-Ja
    • Journal of Sericultural and Entomological Science
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    • v.49 no.2
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    • pp.51-55
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    • 2007
  • Investigation of atmospheric data and rearing results was conducted to analyze the effects of atmospheric factors such as temperature and precipitation on silkworm in 8 rearing places in which local adaptation test was being conducted with different mulberry growth condition, soil and atmosphere during spring and autumn rearing season of 2006. The atmospheric characteristics of spring rearing time are as follows. The average temperatures of young silkworm, old silkworm, mounting were $17.7^{\circ}C$, $19.8^{\circ}C$, $21.5^{\circ}C$ respectively, and $1^{\circ}C$ higher than normal year. The precipitation of young silkworm, old silkworm, mounting were 15.1 mm, 6.9 mm, 7.0 mm, respectively, and 22.9 mm lower than normal year in old silkworm and mounting. The daylight hours in larval stage was 1.7 hour shorter than normal year, but no difference in mounting. Thus precipitation was lower and temperature was higher than normal year in 2006. The rearing results of 2006 were 1 kg lower than normal year in cocoon yields per 10,000 3 rd molted larvae, single cocoon weight and cocoon shell percentage were a little higher. The atmospheric characteristics of spring rearing season are as follows. The average temperatures of young silkworm, old silkworm, mounting were $25.1^{\circ}C$, $20.5^{\circ}C$ and $19.9^{\circ}C$ respectively, temperature in young silkworm was $1^{\circ}C$ higher than normal year, and temperature in old silkworm was $1.3^{\circ}C$ lower than normal year. The precipitation of young silkworm, old silkworm, mounting were 110.2 mm, 4.6 mm, 3.7 mm, respectively and there were little differences compared to normal year. The atmospheric condition of 2006 which was similar to normal year did not affect the autumn rearing results of 2006. Namely, the single cocoon weight and cocoon shell weight were not different from normal year, and the same was cocoon shell percentage.

A Study on the Measure to Maximize the Effects of Functional Games in Relation to the Changes in Visual and Auditory Stimulations (시각 및 청각 자극 변화에 따른 기능성 게임의 효능 극대화 방안 연구)

  • Shin, Jeong-Hoon
    • Journal of the Institute of Convergence Signal Processing
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    • v.14 no.3
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    • pp.147-153
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    • 2013
  • Functional game, which is the combination of play and learning and a futuristic tool, can minimize the dysfunction and maximize the proper functions, and furthermore, has taken root as a new alternative that can change the game industry and game culture. Recently, the focus of game and education markets is shifting to the development of more advanced learning contents, rather than emphasizing the self-control and motivation of users. Along with that, the game market has excluded the socially dysfunctional elements, such as the addiction and learning disabilities, and has witnessed a diversification into the human-friendly entertainment business that emphasizes the mental and physical health and pursues scientific educational effects. In addition, functional games are expanding its reach from the professional sectors - such as medical aide/medical learning, military simulation, health, auxiliary tools, special education and learning tools - to the realm of routine education, mental health, etc., and has seen a steady growth. However, most functional games, which are being currently planned and developed to cope with the special characteristics of the market, have not undergone accurate scientific assessment of their functions and have not proven their effectiveness. An overwhelming proportion of the functional games are being developed based on the intuition and experience of game developers. Moreover, the type of games, which involve the repetition of simple tasks or take the form of simple puzzles, cannot effectively combine the practically interesting factors and the learning effects. Most games incorporate unscientific methods leading to the vague anticipation of improvement in functions, rather than the assessment of human functions. In this paper, a study was conducted to present the measures that could maximize the effects of functional games in relation to the changes in the visual and auditory stimulations in order to maximize the effects of functional games, i,e., the immersion and concentration. To compare the degree of effects arising from the visual stimulation, the functional game contents made in the form of 2D and 3D were utilized. In addition. ultra sound and 3-dimensional functional game contents were utilized to compare the degree of effects resulting from the changes in the auditory stimulation. The brainwave of the users were measured while conducting the experiments related to the response to the changes in visual and auditory stimulations in 3 steps, and the results of the analysis were compared.

Gene Expression Profile Associated with the Differentiation of Osteoblasts from Human Mesenchymal Stem Cells (인간 중간엽 줄기세포로부터 골아세포로의 분화시 관찰되는 유전자 발현 분석)

  • Kim Yeo-Kyeoung;Kim Hee-Nam;Lee Il-Kwon;Park Kyeong-Soo;Yang Deok-Hwan;Cho Sang-Hee;Lee Je-Jung;Chung Ik-Joo;Kim Soon-Hag;Kim Hyeoung-Joon
    • Journal of Life Science
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    • v.16 no.2 s.75
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    • pp.231-239
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    • 2006
  • Human mesenchymal stem cells (hMSCs) in bone marrow (BM) can be induced to differentiate into a variety of mesenchymal tissues, including adipocytes, osteoblasts and chondroblasts, under the influence of certain growth or environmental factors. In this study, we analyzed the differentiation process and the associated gene expression profiles inherent to the process by which hMSCs differentiate into osteoblasts. We conducted a comparison of gene expression profiles of the normal human BM MSCs, using human 8K cDNA microarray, incubated in media containing either a combination of $\beta$-glycerol phosphate, L-ascorbic acid, and dexamethasone, or in medium lacking these osteogenic supplements. During the osteoblastic differentiation process, 36 genes were determined to be up-regulated, and 59 genes were shown to be down-regulated. Osteoprotegerin, LRP5, and metallothionein 2A, all of which are associated with the osteogenetic process, were up-regulated, and genes associated with the differentiation of MSCs into other lineages, including muscle, adipose tissue and vascular structure were down-regulated. The set of differentially expressed genes reported in this work should contribute to our current understanding of the processes inherent to the differentiation of MSCs into osteoblasts.

Comparative Analysis on the Biomass Production between Machine-Transplanted and Water-Broadcast Seeded Silage Rice in the Central Plain Area of Korea (중부 평야지에서 사료용 벼 기계이앙과 담수산파 재배의 건물 생산성 비교 분석)

  • Yang, Woonho;Park, Jeong-Hwa;Kang, Shingu;Kim, Sukjin;Choi, Jong-Seo
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.63 no.3
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    • pp.186-195
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    • 2018
  • A field study was conducted over a 3-year period from 2014 to 2016 in the central plain area, Suwon, Korea, 1) to compare the biomass production between machine-transplanted and water-broadcast seeded silage rice and 2) to elucidate the growth factors that affect the difference in biomass production between the two cultivation practices. The heading date for the water-broadcast seeded silage rice was September 11-18, which was delayed by 11-17 days when compared to that for the machine-transplanted silage rice. On average, water-broadcast seeded silage rice had a shorter plant height, more panicles per area, and a greater biomass production because of the increased straw dry weight. However, the difference in dry weight of each plant organ between the two cultivation practices exhibited yearly variation. When the data were pooled across experimental years, cultivation practices, and varieties, biomass production was highly positively correlated with straw dry weight but not with panicle dry weight. When the ratio of water-broadcast seeding to machine-transplanting was analyzed, total dry weight and straw dry weight were positively associated with each other, whereas no relationship was found between total dry weight and panicle dry weight. Despite that water-broadcast seeded silage rice produced more panicles per area than machine-transplanted silage rice, the two cultivation practices had a similar dry weight per culm. Therefore, we conclude that the silage rice from the water-broadcast seeding, compared to the machine-transplanting, produced more biomass because of the combination of the increased panicle number per area and a similar dry weight per culm. These results suggest that silage rice could be produced through water-broadcast seeding to increase biomass production with low labor and cost input.

Effects of Estradiol and Pituitary Hormones on in vitro Vitellogenin Synthesis in the Eel, Anguilla japonica (뱀장어의 in vitro Vitellogenin 합성에 대한 Estradiol과 뇌하수체 호르몬의 영향)

  • KWON Hyuk-Chu
    • Korean Journal of Fisheries and Aquatic Sciences
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    • v.30 no.2
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    • pp.282-290
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    • 1997
  • Hepatocytes of Anguilla japonica have been prepared using a collagenase perfusion technique. The isolated cells attached efficiently to fibronectin-coated culture dishes and subsequently formed monolayers in serum-free medium. These cultures maintained in appropriate medium at least for 10 days with minimal cell loss. The effects of estradiol and pituitary hormones on vitellogenin (Vg) synthesis were examined in primary hepatocyte culture of the immature eels. In fish, as in other oviparous vertebrates, estrogen is a major inducer of Vg synthesis. However, $estradiol-17\beta(E_2)$ alone was insufficient to induce Vg synthesis in cultures of eel hepatocytes. Combination of $E_2$ with growth hormone (GH) and/or prolactin (PRL) markedly stimulated Vg synthesis. Even in cultures exposed to $E_2$ or precultured without hormones for 8 days, $E_2$ alone could not fully induce Vg synthesis. The synthesis of Vg was dramatically increased when hepatocytes were cultured in medium supplemented with $E_{2}+GH+PRL$ for 6 days. At this point, even though GH and/or PRL were eliminated from the medium, Vg synthesis was not influenced by these factors during culture of further 3 days. These results indicate that pituitary hormones, in particular GH and PRL, play important roles in the regulation of Vg synthesis in primary cultures of eel hepatocytes.

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Application of Greenhouse Climate Management Model for Educational Simulation Design (교육용 시뮬레이션 설계를 위한 온실 환경 제어 모델의 활용)

  • Yoon, Seungri;Kim, Dongpil;Hwang, Inha;Kim, Jin Hyun;Shin, Minju;Bang, Ji Wong;Jeong, Ho Jeong
    • Journal of Bio-Environment Control
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    • v.31 no.4
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    • pp.485-496
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    • 2022
  • Modern agriculture is being transformed into smart agriculture to maximize production efficiency along with changes in the 4th industrial revolution. However, rural areas in Korea are facing challenges of aging, low fertility, and population outflow, making it difficult to transition to smart agriculture. Among ICT technologies, simulation allows users to observe or experience the results of their choices through imitation or reproduction of reality. The combination of the three-dimension (3D) model and the greenhouse simulator enable a 3D experience by virtual greenhouse for fruits and vegetable cultivation. At the same time, it is possible to visualize the greenhouse under various cultivation or climate conditions. The objective of this study is to apply the greenhouse climate management model for simulation development that can visually see the state of the greenhouse environment under various micrometeorological properties. The numerical solution with the mathematical model provided a dynamic change in the greenhouse environment for a particular greenhouse design. Light intensity, crop transpiration, heating load, ventilation rate, the optimal amount of CO2 enrichment, and daily light integral were calculated with the simulation. The results of this study are being built so that users can be linked through a web page, and software will be designed to reflect the characteristics of cladding materials and greenhouses, cultivation types, and the condition of environmental control facilities for customized environmental control. In addition, environmental information obtained from external meteorological data, as well as recommended standards and set points for each growth stage based on experiments and research, will be provided as optimal environmental factors. This simulation can help growers, students, and researchers to understand the ICT technologies and the changes in the greenhouse microclimate according to the growing conditions.

Influence of Land Cover Map and Its Vegetation Emission Factor on Ozone Concentration Simulation (토지피복 지도와 식생 배출계수가 오존농도 모의에 미치는 영향)

  • Kyeongsu Kim;Seung-Jae Lee
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.25 no.1
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    • pp.48-59
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    • 2023
  • Ground-level ozone affects human health and plant growth. Ozone is produced by chemical reactions between oxides of nitrogen (NOx) and volatile organic compounds (VOCs) from anthropogenic and biogenic sources. In this study, two different land cover and emission factor datasets were input to the MEGAN v2.1 emission model to examine how these parameters contribute to the biogenic emissions and ozone production. Four input sensitivity scenarios (A, B, C and D) were generated from land cover and vegetation emission factors combination. The effects of BVOCs emissions by scenario were also investigated. From air quality modeling result using CAMx, maximum 1 hour ozone concentrations were estimated 62 ppb, 60 ppb, 68 ppb, 65 ppb, 55 ppb for scenarios A, B, C, D and E, respectively. For maximum 8 hour ozone concentration, 57 ppb, 56 ppb, 63 ppb, 60 ppb, and 53 ppb were estimated by scenario. The minimum difference by land cover was up to 25 ppb and by emission factor that was up to 35 ppb. From the modeling performance evaluation using ground ozone measurement over the six regions (East Seoul, West Seoul, Incheon, Namyangju, Wonju, and Daegu), the model performed well in terms of the correlation coefficient (0.6 to 0.82). For the 4 urban regions (East Seoul, West Seoul, Incheon, and Namyangju), ozone simulations were not quite sensitive to the change of BVOC emissions. For rural regions (Wonju and Daegu) , however, BVOC emission affected ozone concentration much more than previously mentioned regions, especially in case of scenario C. This implies the importance of biogenic emissions on ozone production over the sub-urban to rural regions.

The Effect of Corporate SNS Marketing on User Behavior: Focusing on Facebook Fan Page Analytics (기업의 SNS 마케팅 활동이 이용자 행동에 미치는 영향: 페이스북 팬페이지 애널리틱스를 중심으로)

  • Jeon, Hyeong-Jun;Seo, Bong-Goon;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.26 no.1
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    • pp.75-95
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    • 2020
  • With the growth of social networks, various forms of SNS have emerged. Based on various motivations for use such as interactivity, information exchange, and entertainment, SNS users are also on the fast-growing trend. Facebook is the main SNS channel, and companies have started using Facebook pages as a public relations channel. To this end, in the early stages of operation, companies began to secure a number of fans, and as a result, the number of corporate Facebook fans has recently increased to as many as millions. from a corporate perspective, Facebook is attracting attention because it makes it easier for you to meet the customers you want. Facebook provides an efficient advertising platform based on the numerous data it has. Advertising targeting can be conducted using their demographic characteristics, behavior, or contact information. It is optimized for advertisements that can expose information to a desired target, so that results can be obtained more effectively. it rethink and communicate corporate brand image to customers through contents. The study was conducted through Facebook advertising data, and could be of great help to business people working in the online advertising industry. For this reason, the independent variables used in the research were selected based on the characteristics of the content that the actual business is concerned with. Recently, the company's Facebook page operation goal is to go beyond securing the number of fan pages, branding to promote its brand, and further aiming to communicate with major customers. the main figures for this assessment are Facebook's 'OK', 'Attachment', 'Share', and 'Number of Click' which are the dependent variables of this study. in order to measure the outcome of the target, the consumer's response is set as a key measurable key performance indicator (KPI), and a strategy is set and executed to achieve this. Here, KPI uses Facebook's ad numbers 'reach', 'exposure', 'like', 'share', 'comment', 'clicks', and 'CPC' depending on the situation. in order to achieve the corresponding figures, the consideration of content production must be prior, and in this study, the independent variables were organized by dividing into three considerations for content production into three. The effects of content material, content structure, and message styles on Facebook's user behavior were analyzed using regression analysis. Content materials are related to the content's difficulty, company relevance, and daily involvement. According to existing research, it was very important how the content would attract users' interest. Content could be divided into informative content and interesting content. Informational content is content related to the brand, and information exchange with users is important. Interesting content is defined as posts that are not related to brands related to interesting movies or anecdotes. Based on this, this study started with the assumption that the difficulty, company relevance, and daily involvement have an effect on the dependent variable. In addition, previous studies have found that content types affect Facebook user activity. I think it depends on the combination of photos and text used in the content. Based on this study, the actual photos were used and the hashtag and independent variables were also examined. Finally, we focused on the advertising message. In the previous studies, the effect of advertising messages on users was different depending on whether they were narrative or non-narrative, and furthermore, the influence on message intimacy was different. In this study, we conducted research on the behavior that Facebook users' behavior would be different depending on the language and formality. For dependent variables, 'OK' and 'Full Click Count' are set by every user's action on the content. In this study, we defined each independent variable in the existing study literature and analyzed the effect on the dependent variable, and found that 'good' factors such as 'self association', 'actual use', and 'hidden' are important. Could. Material difficulties', 'actual participation' and 'large scale * difficulties'. In addition, variables such as 'Self Connect', 'Actual Engagement' and 'Sexual Sexual Attention' have been shown to have a significant impact on 'Full Click'. It is expected that through research results, it is possible to contribute to the operation and production strategy of company Facebook operators and content creators by presenting a content strategy optimized for the purpose of the content. In this study, we defined each independent variable in the existing research literature and analyzed its effect on the dependent variable, and we could see that factors on 'good' were significant such as 'self-association', 'reality use', 'concernal material difficulty', 'real-life involvement' and 'massive*difficulty'. In addition, variables such as 'self-connection', 'real-life involvement' and 'formative*attention' were shown to have significant effects for 'full-click'. Through the research results, it is expected that by presenting an optimized content strategy for content purposes, it can contribute to the operation and production strategy of corporate Facebook operators and content producers.

Radioprotective Effects of Granulocyte-Colony Stimulating Factor in the Jejunal Mucosa of Mouse (생쥐에서 과립구 집락형성인자(Granulocyte-Colony Stimulating Factor)의 공장점막에 대한 방사선 보호효과)

  • Ryu, Mi-Ryeong;Chung, Su-Mi;Kay, Chul-Seung;Kim, Yeon-Shil;Yoon, Sei-Chul
    • Radiation Oncology Journal
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    • v.19 no.1
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    • pp.45-52
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    • 2001
  • Purpose : Granulocyle-colony stimulating factor (G-CSF) has been widely used to treat neutropenia caused by chemotherapy or radiotherapy. The efficacy of recombinant human hematopoietic growth factors in improving oral mucositis after chemotherapy or radiotherapy has been recently demonstrated in some clinical studies. This study was designed to determine whether G-CSF can modify the radiation injury of the intestinal mucosa in mice. Materials and Methods : One hundred and five BALB/c mice weighing 20 grams were divided into nine subgroups including G-CSF alone group $(I:10\;{\mu}g/kg\;or\;II:100\;{\mu}g/kg)$, radiation alone group (7.5 or 12 Gy on the whole body), combination group with G-CSF and radiation (G-CSF I or II plus 7.5 Gy, G-CSF I or II plus 12 Gy), and control group. Radiation was administered with a 6 MV linear accelerator (Mevatron Siemens) with a dose rate of 3 Gy/min on day 0. G-CSF was injected subcutaneously for 3 days, once a day, from day -2 to day 0. Each group was sacrificed on the day 1, day 3, and day 7. The mucosal changes of jejunum were evaluated microscopically by crypt count per circumference, villi length, and histologic damage grading. Results : In both G-CSF I and II groups, crypt counts, villi length, and histologic damage scores were not significantly different from those of the control one (p>0.05). The 7.5 Gy and 12 Gy radiation alone groups showed significantly lower crypt counts and higher histologic damage scores compared with those of control one (p<0.05). The groups exposed to 7.5 Gy radiation plus G-CSF I or II showed significantly higher crypt counts and lower histologic damage scores on the day 3, and lower histologic damage scores on the day 7 compared with those of the 7.5 Gy radiation alone one (p<0.05). The 12 Gy radiation plus G-CSF I or II group did not show significant difference in crypt counts and histologic damage scores compared with those of the 12 Gy radiation alone one (p>0,05). Most of the mice in 12 Gy radiation with or without G-CSF group showed intestinal death within 5 days. Conclusion : These results suggest that G-CSF may protect the jejunal mucosa from the acute radiation damage following within the tolerable ranges of whole body irradiation in mice.

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A Study on the Meaning and Strategy of Keyword Advertising Marketing

  • Park, Nam Goo
    • Journal of Distribution Science
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    • v.8 no.3
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    • pp.49-56
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    • 2010
  • At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.

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