• Journal of Fashion Business
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• v.20 no.1
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• pp.53-68
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• 2016

The purpose of this research was to evaluate the possibility of sustainable development of online advertisements conducted by fashion companies. Factors composed of sustainable development indexes of online advertisement that had been developed in previous studies were identified, and then the relevance between purchase intention and advertisement experience was evaluated. An online survey of 573 persons in the 20 to 40 age range who own mobile phone and have experienced online advertisements of a fashion brand or a fashion company was conducted. The data collected from the survey and the results are as follows. First, the validity and reliability from confirmatory factor analysis of six factors (namely, personal information protection, web use infringement, advertisement expression harmfulness, advertisement expression objectivity, emotional responsibility, and environment-friendly) and 21 questions was confirmed. Second, it confirmed that consumers gave low points to the evaluation of sustainable development indexes of online advertisement of fashion companies. In particular, that consumers gave low points with regard to both environmental friendliness and web use infringement. Third, it was identified that personal indexes such as personal information protection, web use infringement, and indexes relating to advertisement expressions do not directly influence the consumer's purchase intention. However, social indexes like emotional responsibility and environmental friendliness do have an influence on the consumer's positive action intention.

• Journal of the Korean Home Economics Association
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• v.49 no.8
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• pp.97-111
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• 2011

This study aimed to present marketing communication strategy for lifestyle groups. Consumers' preference on advertisement media/information source, advertisement appeal types, and on-line media use were examined by lifestyle groups. This study was executed by web survey and off-line survey. A total of 141 data was obtained and data were analyzed by PASW 18.0. Results were as follows: First, 4 types of lifestyle groups were made up by holistic approach; 'price oriented', 'traditional symbolic', 'positive life', and 'open mind enjoyment'. 'Positive life type' preferred every type of ads media. 'Traditional symbolic type' liked magazine and 'price oriented type' and 'open mind enjoyment type' thought off-line store display more important. For ads appeal types, 'positive life type' preferred social oriented appeal type. Every group except 'price oriented type' preferred emotional appeal type and especially 'open mind enjoyment type' liked the most emotional ads appeal type.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.10 no.6
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• pp.187-193
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• 2010

This paper introduces a new mobile advertisement management system (AMS) utilizing on-line music service in communication networks. The developed AMS delivers commercial advertisement through music service that is preferred in communication networks, which enable advertisers to perform a customer based advertisement and listeners to get a discount on their bills for music service. And eventually the proposed AMS can provide the effective commercial service to the advertisers and the effective clients recruit ways to music providers.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.736-752
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• 2012

The purpose of this study was to identify the effectiveness of fashion banner advertising according to university students' attitudes toward internet advertisement(IA). Factors of IA were information, entertainment, negative, benefit, and topicality. A self-administered questionnaire was used for data collection. Subjects(n=678) were participated in the survey and they were segmented into IA positive group, IA intermediate group, IA indifferent group, and IA negative group. IA positive group included more women with higher household income and clothing expenditure. They preferred shopping at open market on-line malls. IA intermediate group included more women with lower income and clothing expenditure. They preferred shopping at on-line malls. IA indifferent group included more men with lower income and less clothing expenses. Banner advertisement with mixed appealing was the most effective to the university students in terms of preference and click and purchase intention. IA positive group showed the highest level of preference and click and purchase intention to the banner with rational appealing, banner with emotional appealing, and the banner with mixed appealing. IA indifferent group showed the lowest level. IA intermediate group showed a positive attitude to the banner with rational appealing and mixed appealing. IA negative group showed the lowest level of click and purchase intention to the banner with rational appealing.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.528-542
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• 2021

This study aims to examine the attitudes toward online advertisement targeting YouTube content users and to present implications for the direction and regulation of personal media broadcasting advertisement. The study used the data from 'Awareness of On-line Ads and Blocking Tools' conducted by the Korea Press Foundation in 2020. For the statistical analysis, correspondent analysis was employed. The main results followed as: women tended to perceive more discomfort about the ads before the start of the content compared to men, and women in twenties perceived the highest discomfort with intermediate advertisement. Second, respondents who watch more YouTube contents tended to accept more ads to use contents for free. Third, respondents who are willing to use the advertisement blocking service were most aware of the inconvenience of advertisements before starting of YouTube contents. Although users are aware of the inconvenience, the use of advertisement blocking service has not yet been found to be generalized. However, the use of ad blocking service is expected to increase gradually. It would be expected that efforts to regulate advertisement to reduce discomfort about advertisement among users are also required.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.88-97
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• 2010

Recently the more convenient services are provided to people in the city in line with the change of city paradigm and the recent development of ubiquitous. For example, Information on bus arrivals an effective advertisement the combination of high technology and departures through smart-phones. However, in respect of the mobile advertisement, because of difficulties such as the means of transferring the mass storage data or the burden of communication charges. there need means to improve such difficulties. This study has been conducted aiming to overcome such difficulties. This study suggests the strategic differentiation plan through the analysis of the media characteristics such as real time service information when in traveling, U-Bus business model in the category of mobile advertisement, etc. and also the concrete system establishment plan from the operation center via network to the delivery of the advertisement through vehicle terminals. In respect that this study suggests the implications as a practical business model through the fusion of high technology and diverse media. It has great significance.

• Trans-
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• v.1
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• pp.21-44
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• 2016

Advertisement is composed with symbol and sign with messages trying to express. Especially, ad with dancer introduces goods or meaning of contents with the motion of dance. In this, contents of dance or motion of dancer contains symbol and sign, understanding how ad and dance are expressed meanings with which symbol and the symbolic meaning of dance or dancer on ad. To that end, this study is for analyzing expressed symbol with dance corresponds with the aim of ad and finding the way or attitude of how normal people accept dance by reevaluating symbolic meaning of dance itself. In this study, advertisement producer and director's related data is secured for understanding direction and intention of producer, and previous study related with the study purpose, image, and effect are analyzed for understanding image of dance as a physical sign on TV advertisement. With data from www.TVCF.co.kr. TV advertisement analysis is conducted only with four ads in 2008(Nam Kwang Eng. & Const Co., Lotte Dept. Store(premium sale/gift card), Hyundai Motor Company Santa Fe -Pilobolus) and one ad in 2011(PNS The zone Sash Italy Arena di Verona when dance was used for advertisement with the highest frequency per year. Also, based on considered important factors from repeatedly watching each advertisement, scenes where movement or motion of dancer and screen word is greatly changed are analyzed as a priority. Image analysis of dance is conducted with structure studies based on physical image(line, costume, expression) and dan image(type motion, qualitative feature, mood of dance). As a result, the symbolic dance image appeared in TV advertisement can be discussed as follows. First, symbol and sign of dance on advertisement corresponds with material objects of advertisement. For instance, on the TV advertisement where Lee Youngwoo appeared, his motion as a signifer means challenge for the future of Nam Kwang Eng. & Const Co., with fast turn, jump, assemble turning jump, and sliding. Second, physical image of dancer depending on intention of sender corresponds in general, but there are somewhat differences in image of dance. This makes people to unconsciously recognize symbolic image of dance on TV ad while they watch it at the same time. Especially, when it comes to advertisement, it exposes frequently with broadcasting of organized programs from a broadcaster, living long-time memory. It can be differ based on idea and character of each of receiver. Advertisement is a medium making people naturally adopt cultural art for ordinary people in their lives. Broadcasting public art from TV advertisement widely exposes pure art to people, which was only avaliable for minority, sublimating it as an art of public culture.

• The Journal of Information Systems
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• v.26 no.4
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• pp.285-301
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• 2017

Purpose In this paper we verified the reliabilities of healthcare-related information provided by various users on the site of Naver Jisikin, a Korean typical search platform. Based on Q&A contents we validated answers' reliabilities to the asked questions about a lung cancer with the help of professors at a medical school. Design/methodology/approach The content analysis includes that the types of questions are classified into symptom/diagnosis, therapy, prognosis, after-management and so on. The answers contains advice, advertisement, oriental medicine, and religion as well as the above 5 question categories. The validation results of medical evidence about each answer show that only 49% among all answers have medical grounds. Findings We classified the medical grounded answers into three levels; high, medium and low. Among all answers we need to find out the answers including advertisement because the answers can be harmful to patients. We found the method to select the answers containing advertisement contents with the help of text mining research. The selection model presents high performance as 84% classification accuracy.

• Journal of the Korea Society of Computer and Information
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• v.8 no.4
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• pp.92-103
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• 2003

Great many advertisements are serviced in on-line by development of electronic commerce and internet user's rapid increase recently. However, this advertisement service is stopping in one-side service of relevant advertisement rather than doing users' inclination analysis to basis. Therefore, want advertisement service that many websites are personalized for efficient service of relevant advertisement and service through relevant server's log analysis research and enforce. Take advantage of log data of local system that this treatise is not analysis of server log data and analyze user's Preference degree and inclination. Also, try to propose advertisement system personalized by making relevant site tributary category and give weight of relevant tributary. User's preference user preference which analysis is one part of cooperation fielder ring of web personalized techniques use information in visit site tributary and suppose internet user's action in visit number of times of relevant site and try inclination analysis of mixing form. Express user's preference degree by vector, and inclination analysis result uninterrupted data that simplicity application form is not regarded and techniques that propose inclination analysis change of data since with move data use and analyze newly and proposed so that can do continuous renewal and application as feedback Sikkim. Presented method that can choose advertisements of relevant tributary through this result and provide personalized advertisement service by applying process such as user inclination analysis in advertisement chosen.

• The Journal of Information Technology
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• v.3 no.3
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• pp.67-76
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• 2000

Internet user are very important target market in off-line. Also as being activated e-business, they become core target market in on-line. It comes the present question to the business that marketer has to develop the most suitable marketing method by analysis of consumer's purchasing behavior In this study, we analysis internet user's purchasing behavior and consider the way which is the most suitable internet advertisement using an analysis of census.