• 아태비즈니스연구
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• 제3권1호
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• pp.10-16
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• 2012

India is having a high growth rate of Mobile subscribers which has opened up a new marketing channel of communication with customers. There is a need to study the factors affecting Mobile user's attitude towards Mobile marketing and the relationship between these factors. To study the mobile users attitude towards mobile marketing 489 mobile users opinion is taken on 12 statements for a period of 5 months. Using factor analysis method these 12 statements are grouped into 5 groups they are Mobile advertisement, Mobile Usability, Mobile Promotions, Mobiles shopping and Mobile Marketing. Confirmatory Factor Analysis (CFA) was performed to confirm the findings. SPSS Statistics 17.0 is used to conduct factor analysis and the validity of the model. Once the model was validated, SPSS Amos 18.0 was used to fit a model based on Structure Equation Model to analyze the factors affecting Mobile user's attitude and the relationship between these factors. The present study revealed that Mobile Advertisement and Mobile Sales Promotion are having positive effect on Mobile Marketing where as Mobile Shopping and Mobile Phone Usability is having negative effect on Mobile Marketing. The impact of indicators like Mobile Phone user's permission and personalization of Mobile Phone communication on Mobile Marketing are also discussed in this article.

• Journal of the Korean Data and Information Science Society
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• 제17권4호
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• pp.1251-1259
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• 2006

The headline of advertisements holds the important position in advertisement recognition and receptivity. The mobile advertisements show an immediate reaction of customers because it is possible to do 'one-to-one communication'. And this makes the mobile advertisement as important as any kind of traditional marketing channel, like TV, Radio, Print. In this paper, we classified the headlines as several types and measured the effect of headline types.

• 한국데이터정보과학회:학술대회논문집
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• 한국데이터정보과학회 2006년도 추계 학술발표회 논문집
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• pp.1-8
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• 2006

The headline of advertisements holds the important position in advertisement recognition and receptivity. The mobile advertisements show an immediate reaction of customers because it is possible to do 'one-to-one communication'. And this makes the mobile advertisement as important as any kind of traditional marketing channel, like TV, Radio, Print. In this paper, we classified the headlines as several types and measured the effect of headline types.

• 한국IT서비스학회지
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• 제8권4호
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• pp.151-163
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• 2009

In this paper, we design and develop a personalized advertisement and information services system based on mobile RFID using RFID virtual tag. It is a system to perform the use of the contents information or the commercial transaction on the contents products through internet server connection by using RFID tag information with a mobile according as transmitting immediately to a cell phone after a tag generator derived RFID tag information to be substituted for the contents information being output at present, after being transmitted from a cell phone the information request signal on the contents information being output from video media. This service system provides a mechanism for gathering advertisement information left behind by many clients visiting advertisement sites for analysis of customers property, service model for selecting personalized services, and mechanism for providing them to customers who visited in a advertisement mall joined to the shopping site.

• 한국멀티미디어학회논문지
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• 제21권2호
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• pp.323-332
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• 2018

Today, the life cycle of mobile games is getting shorter. In order to overcome this problem, we tried to summarize the strategies and marketing types of game marketing. Recently, I considered the TV advertisement that used the star of the marketing form of mobile game. In this research, user survey was analyzed based on correlation between star marketing and mobile game TV advertisement. And, through an interview with Delphi experts, I summarized the important elements of TV advertisement for mobile games. In conclusion, this research presented a total of five elements on a successful mobile game marketing strategy.The direction of mobile game advertising can promote a successful game that needs to set effective advertising marketing strategy, based on the basic nature of the game and main target.

• 한국콘텐츠학회논문지
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• 제15권12호
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• pp.35-49
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• 2015

최근 무선 통신 기술과 모바일 단말 기기의 발전으로 모바일 P2P 네트워크에 대한 연구가 진행되고 있다. 본 논문에서는 모바일 P2P 네트워크에서 피어 이동성과 선호도를 고려한 광고 전송 기법을 제안한다. 제안하는 기법은 사용자 성향에 맞는 광고 전송을 위해 모바일 기기를 통한 사용자의 활동 내역을 분석하여 피어의 선호도를 생성한다. 중복 광고 메시지 전송을 감소 및 수신율을 향상시키기 위해 피어 선호도, 피어 이동성 및 광고 수신율을 고려하여 재전송할 광고의 우선순위를 결정한다. 제안하는 기법은 P2P 네트워크에서 인센티브 기법을 이용하여 모바일 피어들의 광고 전송 참여율을 향상시킨다. 제안하는 기법의 우수성을 입증하기 위해 기존 기법과의 메시지 수와 정확도를 비교 분석한다.

• 한국컴퓨터정보학회논문지
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• 제20권8호
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• pp.93-104
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• 2015

In this paper, the design of intelligent_advertisement_operation system(IAdOS) based on user's feedback is proposed for mobile environments. The proposed system stores the advertising contents created by the advertising provider and recommends the personalized advertising contents by analyzing the context information, and then feedback information of the advertisements. Since the proposed system which can recommends provide the smart advertisement contents based on personal preference, it is expected to contribute the new service model development of in the field of advertising market.

• 한국콘텐츠학회논문지
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• 제21권11호
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• pp.478-489
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• 2021

현재 모바일 게임 산업은 상승세를 보이고 있으며 주요 산업 중 하나이다. 최근 모바일 게임 중 광고는 기존 광고와 달리 브랜디드 광고를 지향한다. 본 연구에서는 모바일 게임 환경 하에 브랜디드 광고 속성의 효과에 대한 분석을 진행하였다. 맥락일치성, 지각된 광고침입성, 오락성이 광고태도, 브랜드태도, 구매의도에 미치는 영향을 중국 모바일 게임 10~20대 이용자를 대상으로 검증하였다. PLS-SEM 기법으로 분석한 결과, 맥락일치성, 오락성이 광고태도에 유의미한 영향을 미치고 브랜드태도에는 유의미한 영향을 미치지 않았다. 지각된 광고침입성은 광고태도와 브랜드태도에 모두 유의미한 영향을 미치지 않았다. 광고태도는 브랜드태도를 거쳐 구매의도에 유의미한 영향을 미쳤다. 마지막으로 연구 결과를 바탕으로 모바일 게임 브랜디드 광고의 효과를 논의하고 효과적인 브랜디드 광고 전략 방안을 제시하였다.

• 한국정보과학회:학술대회논문집
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• 한국정보과학회 2004년도 가을 학술발표논문집 Vol.31 No.2 (3)
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• pp.241-243
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• 2004

Mobile Ad Hoc Network (MANET)은 인프라가 없거나 급박한 상황에서 별도의 작업 없이 빠른 시간에 네트워크를 구성할 수 있다. 그러나 현재 발표된 MANET에서의 라우팅 프로토콜만으로는 인터넷에 연결이 지원되지 않는다. 인터넷과 ad hoc 네트워크의 연결에 여러 가지 방법들이 발표되고 있다. 그러나 그 제안들은 몇 가지 결점을 가지고 있다. 그에 따라 우리는 중복 제어 패킷을 처리하는 동안의 제어 패킷 오버헤드와 전원 소모를 줄인 동적 에이전트 광고를 제안하였다. 또한 패킷 전송에 대한 오버헤드를 NS2로 기존의 해결책과 비교하여 우수성을 확인하였으며 리눅스 시스템 상에서 구현하여 실제 환경에서의 동작을 확인하였다.

• Asia pacific journal of information systems
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• 제16권4호
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• pp.239-254
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• 2006

Location-based advertising or application has been one of the drivers of third-generation mobile operators' marketing efforts in the past few years. As a result, many studies on location-based marketing or advertising have been proposed for recent several years. However, these approaches have two common shortcomings. First. most of them just suggested the theoretical architectures, which were too abstract to apply it to the real-world cases. Second, many of these approaches only consider service provider (seller) rather than customers (buyers). Thus, the prior approaches fit to the automated sales or advertising rather than the implementation of CRM. To mitigate these limitations, this study presents a novel advertisement recommendation model for mobile users. We call our model MAR-CF (Mobile Advertisement Recommender using Collaborative Filtering). Our proposed model is based on traditional CF algorithm, but we adopt the multi-dimensional personalization model to conventional CF for enabling location-based advertising for mobile users. Thus, MAR-CF is designed to make recommendation results for mobile users by considering location, time, and needs type. To validate the usefulness of our recommendation model. we collect the real-world data for mobile advertisements, and perform an empirical validation. Experimental results show that MAR-CF generates more accurate prediction results than other comparative models.