• 한국디지털정책학회:학술대회논문집
• /
• 2005.06a
• /
• pp.89-98
• /
• 2005

간접광고의 한형태인 영화나 드라마 속에 제품배치(PPL)는 온셋 배치와 크리에이티브 배치로 분류할 수 있다. 온셋 배치(on-set placement)는 맥락효과 속에 전경(foreground)에 해당되며, 크리에이티브 배치(creative placement)는 배경에 해당되기 때문에 소비자의 정보처리에 의한 기억효과가 다르게 나타난다. 온셋배치의 경우 자극의 현저성으로 인하여 정교화 가능성 모델이론의 설득의 중심경로를 통한 정보처리효과가 나타나기 때문에 명시적 학습을 하게 된다. 반면에 드라마 배경에 해당하는 PPL의 크리에이티브 배치는 정교화의 수단이 낮아서 배경의 여러 단서들과 함께 설득의 주변경로를 통한 정보처리를 할 것이다. 따라서 암묵적 학습을 할 가능성이 높게 나타나게 된다. 이러한 제품배치의 형태에 따른 학습기억의 형태는 조절변수인 관여도에 따라 다르게 나타날 것이다. 제품관여도가 높은 경우에는 크리에이티브 배치를 하여도 명시적 학습을 할 가능성이 많은 반면 제품관여도가 낮은 경우 크리에이티브 배치를 하게 되면, 암묵적 학습효과가 미약하거나 일어나지 않을 가능성이 많다. 그러므로 제품관여도가 낮은 상품의 경우에는 제품배치시 가능한한 크리에이티브 배치피하는 것이 유리 할 것이다.

• The Journal of the Korea Contents Association
• /
• v.12 no.5
• /
• pp.91-102
• /
• 2012

Virtual Advertising and Product Placement which had been brought up to strengthen the competitiveness of the contents and vitalize the Advertising Industry, especially broadcasting advertising were finally adopted. This is a study to review what the background and the current condition of the virtual advertising and product placement are, identify what their current and potential problems are, and discuss how to settle the issues and make improvements. It also presents an empirical study on audience awareness. As a result of the study, audience tends to show high awareness of virtual advertising and product placement, to accept them more positively and show higher reliability of them than any other advertising. Moreover, it appears that they pay more attention to them, express their favor on them, and regard them convincing. This is an important point to both academic field and industry, which is likely to give suggestions to establish policy for virtual advertising and product placement and to develop broadcasting advertising in the future.

• Archives of design research
• /
• v.17 no.3
• /
• pp.303-312
• /
• 2004

The purpose of this study is to activate the study on movercial. To accomplish of this, the objectives of this study are two-fold. First, this study attempts to find out how movercial are interpreted and experienced compared to product placement; and secondly, to delineate experience and interpretation in terms of the themes of movie centrality and consumption-specific relevance. This study attempted qualitative approach comparing to the criteria consisted of the themes of movie centrality and consumption-specific relevance to gain in-depth understanding of how movercial which is popped up and regarded as a newly creative format in the diffusion of internet culture and mobile communication environment is experienced and interpreted. For this aim, the moviegoer informants were classified into frequent and infrequent based on the classification method of previous product placement study of Delorme & Reid(1999) and Focus Group Interviews and In-depth Interviews were executed for understanding of how are experienced. Major implications of this study were as follows. First, prior experience of brand exposure from movercial enhanced familiarity for advertising in real-life. Second, movercial can be used to influential tools for purchasing decision with advertising and product placement. Third, informants experienced uncomfortable feeling of change and discomfort against the format of hybrid commercial message such as movercial and PPL which is penetrating into the culture and art at large.

• The Research Journal of the Costume Culture
• /
• v.15 no.3 s.68
• /
• pp.483-495
• /
• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

• Journal of Korea Multimedia Society
• /
• v.11 no.12
• /
• pp.1765-1774
• /
• 2008

Due to recent increase of product placement(aka. PPL) in TV drama and entertainment program, the audience of these programs is exposed to the advertisement in the form of the props and backgrounds without discernment. Advancement in digital data broadcasting technology enabled advertisers to insert detailed information of the product or associated advertisement link into the content of the broadcast program as an interactive advertisement. With the interactive advertisement, the audience can focus on the content of the program and the advertiser can create an advertisement with a rich content through the interaction between the advertisement and the audience. It is possible because the interactive advertisement is dynamic advertisement behavior only activated by the audience's intention. In this research, we develop a Hot-spot generator to insert interactive advertisement in the DMB broadcast program. We also suggest dynamic Hot-spot generation technique that allows the Hot-spot object to follow not only the shape of the advertising object in the program, but also the movement of the object as the program progresses.

• The Journal of the Korea Contents Association
• /
• v.10 no.10
• /
• pp.128-139
• /
• 2010

Since the revised enforcement ordinance of the broadcasting legislation, Product Placement that was introduced in May, 2010 has expanded the stable income of broadcasting contents and broadcasting advertising industry, and improved the quality of the broadcasting contents and its service. However, as a result of Product Placement enforcement for the past 3 months, it reveals many problems, and is blamed for being unable to meet the intent of the law. Accordingly, Product Placement is not established properly. Thus, it is required to improve the detailed action plan for revitalization of Broadcasting Contents and Broadcasting Advertising Industry as originally intended. For example, the outsourcing production company involved in producing programs like dramas and the broadcaster have failed to reach negotiation on distributing proportion and it is keenly in need of its related study. This study is to cover the current status and the problems of introducing Product Placement, and is expected to provide the policy implications and the practical lessons. However, it displays limits that it ends in exploring and policy debate. It is henceforth expected to continue various studies of measuring the effectiveness, strategy, creative, and so forth based on discussion of introducing Product Placement.

• Journal of Digital Contents Society
• /
• v.13 no.4
• /
• pp.591-600
• /
• 2012

Variety media based on the digital technology have emerged from the beginning of the 21th century and have competed with the traditional media in the advertisement market. With the high dependency upon the advertisement market, the Korean media industry has the urgent demand to increase it's pie. Korea regulator allowed PPL and private representatives, which resulted in low outcome. This study analysed the decision factors for the advertising market with the cross-sectional microeconomic data for 28 countries in OECD. The service industry, tax and GDP per capita affect negatively to the market growth rate, and unemployment positively. Therefore the market's growth speed would be slow down and the share of TV decreased. Therefore the two policies were suggested, increasing the direct payment by the audiences and retire of the inefficient broadcasters.

• Journal of Digital Convergence
• /
• v.12 no.10
• /
• pp.353-361
• /
• 2014

This study was confirmed nurse's traditional, social, professional and personal image of the dimensional perception of the difference between the majors and non-majors students exist? and Reflected on the role of the media image of nurses are there differences in perception? and Nurses and nurse related information, and information on contacting the media and contacted the media image of the existing research results and is there a difference? For the purpose, we survey the nursing majors and non-majors students. The results follows. First, the traditional nurses, social, professional and personal image perception gap is high. Second, the media reflected the image of the nurse in charge of the secondary role of a doctor about the image is high. Third, the nurse contacted the media about the TV is very high. The results of this study have implications to enable communication between patients and nurses agree that will provide evidence. In particular, the nurses through the use of media(PPL and Publicity strategy) suggest ways to improve the image.

• Korean Journal of Communication Studies
• /
• v.18 no.1
• /
• pp.165-193
• /
• 2010

The current study has significance in that it increases our understanding of BPL effectiveness by adding long-term memory dependent variables to widely used short-term memory variables. Furthermore, two unit of analysis of the current study, subject and BPL, made richer analysis possible as compared to previous studies. The result showed that BPL was effective in short-term recognition(52.8% of BPLs), long-term recognition(44.4% of BPLs), and long-term recall(30.6% of BPLs). The further result showed that audiovisual BPL, closeup BPL, long-exposed brand, leading actor using brand were more effective than other kinds of BPL. On the other hand, preference for the movie and preference for the actor were not significant factors in increasing people's memory of the brand name. Future researchers should settle the confusion existed in this field by inventing a more elaborate research design and exploring mediating and moderating variables in the subject of BPL effectiveness.

• The Journal of the Convergence on Culture Technology
• /
• v.6 no.4
• /
• pp.385-389
• /
• 2020

The medical drama has developed into a story centered on 'people', raising viewers' sympathy. The story of the drama is the true life story of doctors, patients and families. It is also a story that reminds me of 'a little special day of our ordinary people'. And the song played and sung by five characters in the drama became a factor that stimulates nostalgia and increases immersion. The highest viewer rating was 14.1%, and 51,584 blogs alone were registered. According to the big data analysis, the related words were 'Wise OST', 'Album Name', 'Artist Name', 'Two Hours in a row', 'Record', 'Remake', 'OST Revealed', 'Advertisement Revenue', 'Playlist', 'Aroha' and 'Cho Jung-seok'. The commercialization of medical dramas includes 'Sales of Drama OST Albums', 'Organizing Online Live Concerts (PPL in Advertising)', 'Publishing Piano Music', 'Picture of People-Oriented Photography', 'Making Music Video Editing Drama Highlight', 'YouTube Upload Profits', 'Mask' and 'Disinfectant'. it is predicted that the touching story of Corona 19 and the charming humanity will unfold. The limitations of the research will require analysis of various works by genre and attempts to analyze consumer values by industry.