• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.1 s.160
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• pp.131-140
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• 2007

The purpose of this study was to clarify differences in consumer's advertising attitude related to type of mobile fashion advertising and level of apparel and advertising involvement groups. This study surveyed consumers who have an experience of receiving mobile fashion advertising. The subjects of this study were men and women aged 10-20 years of age, living in the metropolitan area and judgments sampling was employed. The data were obtained from 480 questionnaires. The measurement instruments were modified and made up by researcher on the basis of previous studies in the same field. Data were statistically analyzed using SPSS 11. Major statistical methods were Cronbach's ${\alpha}$, t-test, regression analysis, and descriptive statistics. The results were as follows: First, differences in effectiveness of fashion ads in both images ad and text messages ad were shown in this study. Respondents preferred images ad to left messages ad only. Also purchase intentions were more preferred by images ad. Second, the differences of consumer's advertising attitude were shown according to level of apparel and advertising involvement groups. The high apparel and ad involvement group was more likely to have a preferable attitude to the ads than the low apparel and ad involvement group. Third, consumer's purchase intentions were influenced by consumer's advertising attitude on two type's ad. The conclusion is that images ad will have great potential for fashion ads by mobile phones in the future. Also consumer attitude between other mobile advertising types must be studied in order to gain further insight into fashion advertising by mobile phone.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.17-32
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• 2022

This study aimed to examine the effect of ad attributes on engagement, the mediating effect of engagement on the relationship between ad attributes and advertising effectiveness (attitudes toward ads, continuous intention to search, and e-WOM intention), and the differences in advertising effectiveness at different levels (low vs. high) of curiosity toward fashion video ads in the online context. For this purpose, a total of 408 responses were collected from consumers who were aged 20-40 years and had viewed fashion video ads via PC/mobile channels in the preceding six months. The results showed that three advertising attributes, namely informativeness, entertainment, and personalization, were significant predictors of engagement. Additionally, engagement had a significant mediating effect on the relationship between entertainment and ad effectiveness. Moreover, both informativeness and entertainment had a significant direct effect on the behavioral intention to search and engage in e-WOM. At the high-curiosity level, engagement had a significant influence on ad attitudes and e-WOM intention. In contrast, at the low-curiosity level, entertainment had a significant influence on e-WOM intention and continuous intention to search. These findings are meaningful in that they extend the advertising attitude model to fashion video ads in the online context.

• IEIE Transactions on Smart Processing and Computing
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• v.5 no.2
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• pp.117-122
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• 2016

Optimizing the number of ad clicks is a large-scale learning problem that is central to the multi-billion dollar mobile advertising industry. There are currently several optimization methods used, including ad mediation and ad positioning. This paper proposes a new method to optimize mobile advertising by using the ad refresh interval. A new metric, which can measure and compare mobile advertising performance, takes into account time limitations. The results achieved from this optimization study could maximize revenue for mobile advertisers and publishers. This research has high applicability. It also lays out a solid background for future research in this promising area.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.149-167
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• 2013

This study focuses how storytelling in advertising has introduced and determinated mobile telecommunication technology as a digital technology in the process of its rapid acceptance into our society. The objective of the study is to confirm the role of advertising in introducing technology into a society and the relation between advertising and technology by chasing the digital discourse produced by advertising while digital technology permeates through our society. This study uses content analysis for basic research and discourse analysis for exploring the change of digital discourse in the corporate ads of mobile telecommunication companies since 15 years. As a result, 1) 'digital' and 'analogue' discourses were found to be competing and contesting with each other across the years. Digital discourse mainly connected to a new mode of thinking and lifestyle appeared predominant in the early period, but eventually gave way to its alternative, analogue dialogue. The analogue discourse was brought with such values as humanity, slowness and happiness, which has been by and large undermined by the new, fancy digital technologies and their world, 2) whereas some mixed forms of these two discourses were also found. 3) In the meantime, digital-based mobile communication technologies were identified with people who think outside of box and have an innovative attitude toward their life in the ads. Through this signification process, the ads contribute to permeation of mobile communication technology into our daily life.

• Journal of the Korea Society of Computer and Information
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• v.14 no.10
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• pp.141-148
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• 2009

This paper studies important factors of mobile phone marketing including experiences on entertainment, information, reliability and complaints by analyzing actual materials. The result shows that information, reliability, experiences are more significant than other factors. In case of information, the appropriate message is associated with marketing activities. Reliability and benefit on advertisement are significant. Also, experience has a positive effect on marketing activities. Therefore, this study suggests that mobile marketing should consider significant factors such as information, reliability, and experience.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.17 no.1
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• pp.237-252
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• 2017

This study suggests a strategy to provide effective mobile advertising marketed by identifying factors affecting the use and avoidance intention of mobile advertising on SNS. This article has three main findings. First, each factor of usefulness, novelty and irritation have a significant effect on satisfaction and usefulness, clutter and irritation factor have a significant effect on dissatisfaction. Second, satisfaction and dissatisfaction of mobile advertising exist at the same time, and it is confirmed that they are considered when consumers use mobile advertising. The third finding is that effective mobile advertising avoids the boredom of ads through moderating irritation and should be used in fresh form with more useful information than other ads' form. The result of this study should be an important criterion that mobile advertising providers make advertisements that consumers want in the future.

• Journal of Digital Convergence
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• v.13 no.8
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• pp.431-438
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• 2015

Smartphone is popularized, it is a lot of development of the mobile advertising industry, is born many types of mobile advertising. Many developers in the mobile game is the advertised profitable by using the SDK of service companies that service the advertising the launch of free games. Mobile IGA banner, front advertising, we use the ad in the three forms of the front video advertising, each of advertising, have advantages and disadvantages. Although many of the games currently use a full-page ad and front video ads, these ads profitable model is use the user game play time. In order to improve the disadvantage of this method, Commonly used to analyze the three ad revenue model, looking for the element, by using the research result of the previous studies, we have proposed a new advertising Convergence profitable models.

• Science of Emotion and Sensibility
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• v.17 no.2
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• pp.13-24
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• 2014

Mobile phone makers compete for market shares through domination in media advertisements. These include domination of advertisements (Ads) in TV and the internet. However, the abundance and complexity of the competitions of Ads in TV does not guarantee advertising success which can influence consumers' emotion and the purchase intention towards the brand. This research analyses the case of a directional model on Attitude-towards-the-Ad model as a baseline into a new proposed correlation models (MacKenzie, Scott, &Lutz, 1989). The survey targets the involvements of Asian smartphone owners' attitude on advertisements, brands and purchase intentions. CFA (Confirmatory factor Analysis) was used in the research experiments, including hypothesis testing, the outcome of model fit which revealed significant levels and were successful. The study revealed that all three paths have consistently high coefficient paths (Attitude to Ads - Attitude to Brands - Purchase Intention), showing significant value of (${\beta}$=>.80), which supported each correlation factors. Therefore, this structural model, could set standards for creative managers and advertising teams to improve the brands visibility and build strong influences on attitudes in advertisements and improve purchase intentions.

• Journal of the Optical Society of Korea
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• v.18 no.4
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• pp.414-418
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• 2014

In this paper, we present a method to detect the position of a 3D object in scattering media by using the axially distributed sensing (ADS) method. Due to the scattering noise of the elemental images recorded by the ADS method, we apply a statistical image processing algorithm where the scattering elemental images are converted into scatter-reduced ones. With the scatter-reduced elemental images, we reconstruct the 3D images using the digital reconstruction algorithm based on ray back-projection. The reconstructed images are used for the position detection of a 3D object in the scattering medium. We perform the preliminary experiments and present experimental results.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.27 no.5
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• pp.1049-1058
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• 2017

The rapid evolution of mobile technologies and proliferation of mobile devices have created a new channel for marketing by mobile advertising. As mobile advertising is a close relative to online advertising, it also has similar problems such as advertisement injections (Ad injections). Users are exposed to unwanted advertisements and redundant web traffic by injected ads can cause additional charges of mobile devices. Although mobile ad injection can cause many problems it has been merely studied. In this paper, we analyze ad injection activities by mobile applications that exploit a legitimate application (Naver mobile application). We reverse-engineered 2 mobile applications and find out characteristics of mobile ad injections. We compare mobile ad injections with online ad injections and suggest feasible mitigations.