• Asian Journal of Business Environment
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• 제4권1호
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• pp.15-23
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• 2014

Purpose - In this study, we inspected the effects of public-service advertising (PSA) and commercial advertisements on consumers' social and emotional values. Specifically, we include source credibility on advertising models as a mediating variable to compare the path difference between the social and emotional value of consumers, and to test the appropriateness of advertising expenses. Research design, data, and methodology - A total of 219 copies of effective questionnaires were used and methodologies such as Cronbach's alpha, paired samples t-test, and structural equation modeling (SEM) were conducted. Results - The results showed that the consumer model was effective at PSA, while celebrities and CEOs were effective at commercial advertising. Further, only credibility (among source credibility) made a significant difference in the test of PSA models of both PSA and commercial advertising that consumers preferred. Conclusions - The advertising model types varied depending on advertising types (for example, PSA and commercial advertising). Therefore, celebrities and CEOs appearing in commercial advertising should have no ethical or moral defect by self-control, and marketers should elect the model considering such a fact.

• 유통과학연구
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• 제11권11호
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• pp.77-82
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• 2013

Purpose - This study investigated whether there are differences in advertising effects depending on the type of advertising, divided into public service announcements (PSA) and commercial advertisements, and the form of advertising model. Research Design, Data, and Methodology - By investigating the difference in advertising effects due to the type of advertising and form of advertising model, the study was expected to reveal the optimal advertisements for achieving the desired advertising effects. The subjects were Jangan University students in their first and second year, with 102 copies of the survey questionnaire received for analysis. Results - The findings were different for the celebrities, professionals, and CEOs, except for the PSA; further, they were different among celebrities, professionals and the other types of model, except CEO, in commercial advertising. Simple regression results showed that both the professionals and CEO models had a positive impact on the effect of advertising in the case of the PSA. Conclusion - These results suggested that appropriate selection of the form of advertising model is a very important factor. Conversely, it has been suggested that the celebrity model is the most effective, reflecting the trend for commercial advertisements.

• 한국IT서비스학회지
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• 제8권2호
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• pp.23-41
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• 2009

UCC paradigm based on Web 2.0 has made new business models and came to the forefront as a commercial media. The purpose of this study is to analyze the customer attitudes toward UCC and its effects as a commercial media. Based on prior studies of Internet and Web advertising, informativeness, entertainment, irritation, trust, usefulness, ease of use, incentives, and flow were identified as affecting factors of the attitude of UCC advertising. Results show that informativeness, entertainment, irritation, trust, ease of use, and flow are significantly related to the attitude of UCC advertising, but usefulness and incentives are not. Customer attitude toward UCC advertising was also found to be significantly related to the such effects as brand attitude, word of mouth, and intention to buy. This study contributes to improve the understanding of UCC as a commercial media and provides the base of activation strategies for it.

• 디지털산업정보학회논문지
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• 제7권4호
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• pp.153-168
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• 2011

UCC paradigm based on Web 2.0 has made new business models and came to the forefront as a commercial media. The purpose of this study is to analyze the customer attitudes toward UCC and it effects as a commercial media. Based on prior studies of Internet and Web advertising, informativeness, entertainment, irritation, trust, usefulness, ease of use, incentives, innovativeness, and flow were identified as affecting factors of the attitude of UCC advertising. Results show that all factors except ease of use and incentives significantly related to the attitude of UCC advertising in Korea. In China, all factors except informativeness, entertainment, and usefulness were found to be significantly related to the attitude of UCC advertising. Customer attitude toward UCC advertising was also found to be significantly related to the such effects as brand attitude, word of mouth and intention to buy in both countries. This study contributes to improve the understanding of UCC as a commercial media and provide the base of activation strategies for it according to the cultural differences.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2003년도 봄 학술발표대회논문집
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• pp.196-197
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• 2003

• 한국콘텐츠학회논문지
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• 제17권2호
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• pp.656-677
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• 2017

본 연구의 목적은 자동차 브랜드 잠재소비자의 소비자-브랜드 관계 품질 형성에 있어서 네이티브 광고가 미치는 영향을 평가하는 것이다. 구체적으로 본 연구는 (1) 네이티브 광고의 유형에 따라 광고인지 여부와 광고가치의 차이, (2) 네이티브 광고의 광고가치가 브랜드 태도를 매개로 하여 소비자-브랜드 태도에 미치는 영향을 평가하였다. 이를 위해 본 연구에서는 네이티브 광고를 목적에 따라 제품광고, 브랜드 광고, 비상업적 광고로 분류하고, 네이티브 광고의 형태로 제작한 후에 해당 자극물을 잠재소비자들에게 제시하여 자료를 수집하였다. 345부의 유효표본으로부터 도출된 연구결과는 다음과 같다. 첫째, 응답자들은 비상업적 광고에 대해 낮은 광고인지 반응을 보이지만, 제품광고와 브랜드 광고에 대해서는 대부분 광고인 것을 인지하였다. 둘째, 응답자들은 네이티브 광고에 대해 전반적으로 낮은 불편성을 느끼는 것으로 나타났으며, 특히 비상업적 광고에서 가장 낮게 평가되었다. 셋째, 네이티브 광고의 유희성, 정보성은 브랜드 태도를 매개하여 소비자-브랜드 관계 품질에 긍정적인 영향을 미치고, 불편성은 부정적인 영향을 미치는 것으로 확인되었다.

• International Journal of Contents
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• 제13권1호
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• pp.76-85
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• 2017

This paper compares the difference in the degree of advertising avoidance between traditional media and the Internet. The study also examines customers' beliefs, attitudes, and behavior toward advertising to build a theoretical model that explains advertising avoidance. A survey was conducted to identify the influential factors. Findings indicate that on comparison, YouTube advertisements on the Internet were more problematic than TV commercial breaks, leading to high advertising avoidance on the part of consumers. Finally, using path analysis, a general advertising avoidance model based on the belief-attitude-behavior hierarchy is tested. The model shows that certain beliefs about advertising have direct effects on advertising avoidance behavior as well as on the attitude toward advertising.

• 한국정보시스템학회지:정보시스템연구
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• 제25권2호
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• pp.153-171
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• 2016

Purpose This study suggests the development of forecasting model for local cable TV advertisement. In order to verify the expected effect of the suggestion, using the causal loop map of System Dynamics, the factors affecting the prospects of cable TV commercial market were divided into 5 groups. Then targeting 97 people involved in the cable TV commercial market in Busan, Ulsan, and Gyeongnam, a survey was conducted on their perception of the current status of local advertisement market and future prospect. Design/methodology/approach The analysis of the collected data shows that workers in advertising and advertisers perceive the influence of cable TV as an advertising media to be high, while clearly understanding the problems of cable TV commercial market. Based on this the effects on the prospects of cable TV commercial market were analyzed and a forecasting method called Weighted Moving Average was applied. In order to improve accuracy of the added value of Weighted Moving Average, the 5 factors were divided into qualitative factors and quantitative factors, and using Multi-attribute Decision Making method, all the factors were normalized and weighting factors were deduced. The result of simulating the prospects of cable TV commercial market using Weighted Moving Average, both qualitative and quantitative factors showed downward turn in the market prospect for the following 10 years. Findings The result reflects generally negative perception of advertisement viewers about the prospects of cable TV commercial market. Compared to the previous studies on domestic cable TV commercials that focused on policy suggestions and surveys on perception of current status, this study has its significance in that it used scientific method and simulation for verification.

• 한국컴퓨터정보학회논문지
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• 제22권5호
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• pp.105-110
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• 2017

It is natural that the medical advertisement should be guaranteed as part of the basic commercial activities of medical institutions. However, the general public are non-specialist and they have less informed about medical care than medical specialists, and it is not easy to judge and select medical information. Also, if someone damaged by illegal medical advertising, it cannot be recovered to the original. In this regard, medical advertising has been legislated so that medical organizations can pre - screen the medical laws. However, In December 2015, after the Constitutional Court ruled unconstitutional preliminary censorship, it became virtually impossible to pre-screen. In recent years, illegal medical advertisement have been on the rise, and false and exaggerated medical advertising are increasing the damage to medical consumers. Therefore it is urgent to take countermeasures about this. Thus, this paper try to analyzes the characteristics of general commercial and other medical advertisements and looks for alternatives that can minimize the damage caused by illegal medical advertisements and institutional weaknesses by analyzing the regulatory trends in medical advertising.

• 의료법학
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• 제17권2호
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• pp.177-219
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• 2016

상업광고는 경쟁의 수단이자 그 자체 표현양식이기도 하다. 따라서 이는 영업의 자유(헌법 제15조)와 언론 출판의 자유(헌법 제21조 제1항)의 보호를 받는다. 영업의 자유 내지 경쟁과 관련하여서는 부정경쟁행위로서 제재되어야 하는 부당광고와 그 제한이 부당한 경쟁제한으로 오히려 금지될 수 있는 정당한 광고의 구분이 중요하다. 언론 출판의 자유 내지 표현과 관련하여서는 검열금지의 원칙(헌법 제21조 제2항)이 문제된다. 이 글에서는 이들 두 쟁점을 중심으로 (자유)전문직 광고규제, 특히 의료광고를 검토하였다. 그 결과는 다음과 같다. 첫째, (자유)전문직 광고, 특히 의료광고라 하더라도 사전심의를 받게 할 것은 아니다. 이는 검열금지가 상업광고에 대하여 적용되어야 한다는 뜻은 아니다. 검열금지를 상업광고에까지 적용하는 것은 부적절하다. 그러나 헌법재판소는 검열금지를 상업광고에 적용하고 있고, 실제로 의료광고에서 사전검열이 필요하다고 보이지도 아니한다. 사전심의를 지지하는 이는 주로 의료에 정보비대칭성이 있고, 잘못된 의료로 인한 해가 중대할 뿐 아니라 회복불가능하다는 점에서 그 근거를 찾는데, 의료법은 의료과오책임과 설명의무로 이에 대응하고 있고 의료광고가 여기에 미치는 영향은 매우 제한되어 있기 때문이다. 사전심의는 전면 폐지하거나 굳이 틀을 유지하려면 심의 받은 광고에 대한 인증제도 또는 완전한 자율규제로 전환하여야 한다. 둘째, (자유)전문직 광고, 특히 의료광고에 대하여 광고 일반보다 더 높은 규제를 가할 근거도 없다. 더 높은 수준의 규제를 가하여야 한다는 주장은 그 근거로 (자유)전문직은 윤리성, 비영리성을 갖고 있고, 특히 의료업은 국민건강보험체제에 편입되어 있는바, 경쟁이 이 체제의 안정성을 해할 수 있다는 점을 지적한다. 그러나 (자유)전문직이라 하더라도 직업윤리 등의 제약 하에 영리를 추구하고 경쟁할 수 있고, 또 실제로 하고 있으며, 의료업이 국민건강보험체제에 편입되어 있다는 사정 또한 경쟁의 수단 등에 일정한 제약을 부과할 뿐 경쟁 자체를 배제하지는 아니한다. 의료업에 대하여 일반 광고규제보다 더 엄격한 광고규제를 가하는 것은 초보의사에 대한 진입장벽으로 작용할 가능성이 높고, 그러한 점에서 경쟁제한적 행위로서 그 정당성이 의심스럽다.