• Title/Summary/Keyword: Commercial Advertising

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A Study on the Design of Metadata Element for TV Commercials (TV 광고자료의 메타데이터 요소설계에 관한 연구)

  • Kim, Jeong-Hyen
    • Journal of Korean Library and Information Science Society
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    • v.39 no.2
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    • pp.125-146
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    • 2008
  • At this point in time, advertisements data providers have no standard way of organizing advertisements, which has been causing confusion in information-sharing and data research. The purpose of this study is to design of metadata element for TV commercials by analyzing the characteristic features of TV commercials. First, it is to analyze characteristics, production process, composing elements of TV commercials through the literature review. Second, it is to analyze the characteristics of metadata elements on TV-Anytime and PB Core. Third, the 7 cases of advertisements data service providers are analyzed to extract the relevant data elements for TV commercial metadata. Forth, a Dublin Core was selected as basic metadata schema for TV commercial. Basic element is set as nineteen elements including , , , and . Sub-element is set as twenty seven elements. Finally, it is hoped that further studies of greater depth and specificity on organization and management of advertisements data may be undertaken.

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The Type and Characteristics of Korean Sport Star' TV Commercial by Period (시대별 한국 스포츠 스타 TV광고의 형태와 특성)

  • Yi, Eun-Surk
    • Journal of Digital Convergence
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    • v.15 no.9
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    • pp.543-550
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    • 2017
  • The purpose of this study is to investigate the change of the type and characteristics of Korean sports star TV commercials and to deeply investigate the relationship with social contexts and backgrounds. In order to solve the purpose of this study, This study collected data of 38,517 TV advertisements from 1970 to 2009, and analyzed data of 146 media contents. The results obtained are as follows. First, Korean sports star TV commercials showed a steady increase with the economic growth and media development of Korea, and the percentage of total TV advertisements was low. Second, sports star TV advertising plays a role of expanding the sports industry, but it shows that the efficiency of relationship persistence decreases without social situation and public recognition.

Fantastic Collaboration of Financial Services and Telecommunication: a Frontier Case of Integrated Marketing Communication of 'Club SK Card'

  • Lee, Seon Min;Chun, Seungwoo;Joo, Young Hyuck;Yoo, Changjo
    • Asia Marketing Journal
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    • v.15 no.4
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    • pp.223-241
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    • 2014
  • In May 2012, the collaboration of Hana Bank, top financial service company, and SK Planet, top telecommunication service provider, introduced a new credit card that was filled with all-in-one benefits into the market. Leveraging strong infrastructure of two companies, each top in its own industries, the awareness and preference of 'Club SK Card' brand rapidly increased to about 25% in less than one year. Moreover, this new card was enthroned in the most sold credit card of year 2012, accounting for a market share of 7.2% in the credit card market and more than 80% in the mobile credit card market. To make these results possible, 'Club SK Card' marketing team developed an effective marketing communication strategy which followed the 6M model. The mission of the marketing communication strategy was simple and clear. It was to deliver the card's inherent strengths on consumer benefits that come from the support of subsidiary and affiliated companies of SK Planet. According to OK Cashbag data, the marketing communication team selected the appropriate target consumers and approached them directly, inducing actual purchase behavior. The target consumers received straightforward messages about 'Club SK Card' and were led to join in the new membership at their most frequently visited supermarket or franchise restaurant. The straightforward communication message embedded in an eye-catching commercial ad with a hook song accompanied with a dance was delivered via public media. The ad became so popular that many other television programs quoted or made parodies of the ad. Courtesy of the commercial ad, the brand name disseminated rapidly and widely among the public. In October 2012, an ingenious planning and persistent implementation of the communication strategy results 'Club SK Card' to be ranked top in brand awareness as well as advertising preference tests.

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A Study on the Expansion of Arbitration's Area of Coverage in Korea (한국중재의 영역확대 방안에 관한연구)

  • Kim, Suk-Chul
    • Journal of Arbitration Studies
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    • v.20 no.3
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    • pp.47-69
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    • 2010
  • From the review of Korean arbitration systems with the comparison of those of other countries, we can summarize some issues to be tackled as follows: First, Korean arbitration system started with the purpose of export promotion. This may be the main reason that various domestic disputes have not been resolved by arbitration. Second, the Korean Arbitration Law applies to private disputes. The Law's arbitration scope is wider than that of China and France, but narrower than that of the U.S.A. that encompasses a variety of disputes in the filed of consumer, labor, medical services, patents, etc. Third, active judges or public officials in Korea can not be arbitrator and there is no arbitration court. However, if chief judge allows the necessity, court's judges in the UK can be arbitrator with the mutual agreement of the parties and also arbitration system is operated in the court. Fourth, the Korean Commercial Arbitration Board(KCAB), the only representative institution for arbitration in Korea, is under the Ministry of Knowledge Economy(MKE). This makes it difficult for the KCAB to handle other disputes related to the Ministry of Health and Welfare, the Ministry of Strategy and Finance, the Ministry for Food, Agriculture, Forestry and Fisheries, the Ministry of Employment and Labor, etc. Fifth, as mentioned, the KCAB is the unique institution for arbitration by the Law in Korea, while other countries allow have a diversity of arbitration agencies such as maritime arbitration organization, consumer arbitration institution, arbitration court, etc. Therefore, we suggest some ideas to expand the arbitration's area of coverage in Korea as follows: First, there should be more active policies that promote various domestic disputes to be settled by the arbitration system. Second, it is quite needed to expand the scope of arbitration to cover many disputes in the fields of consumer, labor, medical service, advertising, fair trade, etc. Third, there should be discussions to allow court judges as arbitrator and to introduce the arbitration court. Fourth, the KCAB should strengthen its status and roles as general arbitration organization to overcome the limited scope of commercial disputes. For this, there should be the strong support and coordination among the MKE and other government agencies. Fifth, to reduce the burden of the court's complicated and expensive procedures, more efficient disputes resolution systems should be established on the basis of the parties' free will. Each central government agency should streamline the legal barriers to allow industrial organizations under its control to establish their own or joint arbitration system with the KCAB.

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A Proposal for the Invigoration of Maritime Arbitration (해사중재 활성화를 위한 전제조건에 관한 논의)

  • Lee, Jung-Won
    • Journal of Arbitration Studies
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    • v.22 no.3
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    • pp.141-163
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    • 2012
  • In Korea, although nearly all maritime arbitration cases are dealt with by the Korean Commercial Arbitration Board (KCAB), the total number of cases that are referred to the KCAB is relatively small compared with the total number of maritime cases that occur in Korea. There may be reasons why maritime arbitration is not utilized more in Korea. However, of the above reasons, the superseding one may be that there is still a lack of confidence in the credibility and foreseeability of maritime arbitration in Korea. To expand the use of maritime arbitration in Korea, it is essential that the base surrounding maritime arbitration be expanded. In addition, it is also necessary that specialists receivetraining in maritime law. In this context, it is strongly recommended that maritime and admiralty law be taught in law schools and be included as a regular subject on the Korean bar exam. Additionally, to promote maritime arbitration, a rule should be introduced allowing for shortened arbitration proceedings in Korea. Although Chapter 8 of the KCAB Arbitration Rules provide for "Expedited Procedure," this process alone is not because the rules for Expedited Procedure generally apply in arbitration cases where both parties have agreed in a separate agreement to follow the procedures provided or in any domestic arbitration valued atless than 100,000,000 Korean won. Therefore, the KCAB Arbitration Rules for Expedited Procedure must be reformed to encompass international arbitrations. Additionally, experts who are experienced in the maritime sector should be elected as arbitrators. Given the factthat a fair number of arbitration cases can be characterized as international, it is important that businesspersons who are very fluent in English be appointed as arbitrators in order to increase the reliability of maritime arbitration in Korea and save costs. Meanwhile, because lawyers and scholars constitute a considerable portion of KCAB arbitrators, commercial persons from relevant industries should be enlisted as arbitrators. Even though there are arguments for the establishment of an independent maritime arbitration board in Korea, establishment of a separate maritime arbitration board will not directly guarantee the prosperity of maritime arbitration in Korea. Instead of instituting a new maritime arbitration board, it is better that a reorganized KCAB modify existing arbitration proceedings to make them faster and more economical if maritime arbitration is to prosper. In this regard, ad-hoc arbitration would be an option for speedy and thrifty maritime arbitration. Finally, to gain the confidence of domestic and foreign parties, we cannot ignore the importance of advertising the specialties and qualifications of the KCAB and its personnel among business entities.

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Old Inner City Regeneration of Local Small-and-Medium Cities for the Invigoration of Commercial and Business Function : case of Dangjin-gun (상업 및 업무기능 활성화를 통한 지방중소도시 구도심 재생방안 : 당진군을 중심으로)

  • Choi, Ki-Tack;Lee, Joo-Hyung
    • The Journal of the Korea Contents Association
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    • v.11 no.11
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    • pp.173-184
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    • 2011
  • This study suggests the invigoration strategies of commercial and business functions for regeneration of old inner city as city center by examining Dangjin County which is a typical example of the local small-and-medium city where old inner city had declined as the city grew. I conducted a conjoint analysis in terms of important introduction functions and city regeneration directions for the invigoration. The results upon this are as follows. First, low-density of commercial and business places and the utilization of historical and cultural resources instead of the high-density mixed-use development should be considered. Second, It is important to promote regional specialized business and facilities rather than to attract new industry(high-tech industry) for activating local economy. Third, specific and practical countermeasures for resettlement of low-incomes and for maintenance of existing business zone should be established. Fourth, in terms of the maintenance and management, regulation on illegal commercial transactions, improvement of public spaces, and securement of user safety should be considered. Fifth, in terms of consolidation of functions, easier accessibility using public transportations, advertising and promotion of the city, and holding a number of events should be contemplated. Sixth, supporting for business activities and for establishing guides for design of old inner city should be needed. Seventh, public institutions should play a role as a bridge between local residences and experts for balanced regional development.

A Study on the Expression Propensity of Typography in Korean Advertisement - Focused on Printing Advertisement after 2000year - (한국 광고의 타이포그래피 표현 경향 연구 - 2000년도 이후 인쇄광고를 중심으로 -)

  • Kim, Dong-Bin
    • Archives of design research
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    • v.20 no.1 s.69
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    • pp.219-228
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    • 2007
  • Printing advertisement is aggregate of commercial information communication text consisted of image sign and language sign. This means that verbal tabor through visual stimulation and character is mixed and passes information through picture. Typography is process that visualize verbal appeal in printing advertisement. Therefore study about typography is very important for a visual expression element in printing advertisement. Typography expression of Korean printing advertisement accomplished fast qualitative growth after 2000 flowing the 1990s. This study makes that typography expression propensity of Korean printing advertisement after 2000 of changed of expression structure, changed of expression rule, changed of expression method etc. Accordingly, extracted each three analysis bases. And this study presented expansive direction of typography expression of printing advertising in case studies.

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A Design of Agent for Personal IPTV Advertising (맞춤형 IPTV 광고 서비스를 위한 에이전트 설계)

  • Choi, Jun-Myoung;Choi, Han-Seok;Kim, Dong-Hyuk
    • Proceedings of the Korea Contents Association Conference
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    • 2009.05a
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    • pp.949-952
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    • 2009
  • 2007 IPTV joining furniture according to passing over 100 households, with the fact that IPTV markets will more be magnified in future. Also the enormous brazier being caused by IPTV commercial markets of IPTV markets are prospective 2015 with the fact that will reach to 850,000,000,000 won, advertisement central medium means IPTV advertisement or web coat online advertizing is center from TV advertisements. Currently compares TV advertisements and IPTV advertisements from the present paper consequently and according to the user who uses the contents the elder brother IPTV advertisement fixing is a service and the agent for plans.

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A Study on Fashion Design Using Logo (로고를 이용(利用)한 패션 디자인에 관(關)한 연구(硏究))

  • Lee, Mi-Sook
    • Journal of Fashion Business
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    • v.3 no.4
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    • pp.103-112
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    • 1999
  • The purpose of this study is to investigate the various expressions in fashion design using logo. For this study, fashion magazines such as Vogue, Elle, WWD, Hi Fashion, Mode et Mode, Fashion News, Collezioni were analyzed. A corporate identity consists of the logo and name owned by a company together with the rules and guidance on how these are to be used, for example in printed material such as letterheads, catalogues and reports, in advertising, marketing and promotion, and on produsts and services. Logos provide the bedrock for the development of corporate identities, for the evolution of commercial brands, and for the nurturing of corporate culture. Logo is a primary means of communicating corporate values to customers and designers. It represents an asset of incalculable value, because it has been consistently maintained and protected over the years. The logo is the cornerstone of the company‘s image and the style of a logo or products name must harmonize with the feeling of the product or brand image. Fashion designers today are using their logos in different forms of communication. It is common to see a brand’s logo proudly emblazoned the classic chic garments as well as accessories such as bags, shoes, caps. The consumer, then becomes a ‘walking ad’ for the brand.

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A Study on the Creating the Atmosphere of Foodservice Facility (외식산업의 서비스 환경 조성을 위한 시설관리에 관한 연구)

  • 나영선;강종헌
    • Culinary science and hospitality research
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    • v.4
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    • pp.369-387
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    • 1998
  • The atmosphere of foodservice facility is considered to be the total environment to which customers are exposed. Atmosphere is sometimes described as everything that makes an impression on people. On the other hand, mood is best described as the response of an individual to the various components that make up the atmosphere. Most people experience some type of reaction to the atmosphere that may be desirable or undesirable. If the individual response to the foofservice facility is favorable, the atmosphere has served to put that person into a good mood. In the highly competitive commercial restaurant field, the planning of the atmosphere for new facilities is going to be more important. The coming generation of potential customers is growing up in an environment that associates dining out with more than just good food. This study is characterized by the right atmosphere offerings. Thus, this study discusses the physical components affecting perception of atmosphere. Many of these components will be discussed in detail to show their relationship to the design of dining areas. This study identified the many physical components of atmosphere that can be manipulated and arrive at a combination that will give the desired sensations. With these backgrounds as a guide, this study presented alternatives which should not only provide atmosphere but should reach a satisfactory level of creating atmosphere from a practical standpoint. these is to maximise the perceptual effect, train the employees, and be reflected and be reflected the advertising and public relations.

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