• Asia Marketing Journal
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• v.19 no.2
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• pp.25-43
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• 2017

This paper addresses the central issue of whether it is effective for a firm to discourage the purchase of its own product in order to support a social cause. The objectives of this study were: a) to examine whether a cause-related self-prevention ad would stimulate more positive evaluations compared to promotional ad, particularly when the product category is more negatively socially accepted; and 2) to determine if a negative attitude toward the product could induce a boomerang effect of a selfprevention ad. Results from three experiments revealed that socially responsible prevention campaigns against firm's own product may be more effective for the product category negatively associated with social concerns or welfare. If products are more limited in the social context, communications of product prevention are beneficial to improve the public image of the brand. However, the self-hurting approach may be inappropriate for potential customers who currently possess a strong negative attitude toward the product.

• Journal of the Korean Society for Library and Information Science
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• v.51 no.3
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• pp.45-64
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• 2017

The purpose of this study is to understand the direction of the community reading campaign in the U.S.A. known as 'One Book, One City' reflected in the books selected for this campaign for the past 20 years in terms of their classification numbers, subject headings, publication dates, and genres. Analyzed are the author and state lists of 'One Book, One City' Reading Promotions Projects available from the website of the LC (Library of Congress) Center for the Books, and bibliographic records of 735 books selected in only one 'One Book' program, accessed from LC OPAC. Major findings include continuing influences of the all-time favorite 'One Book' selections, including To Kill a Mockingbird and the extension of their span of life through The Big Read, preference for the recent publications, importance of P (Literatures and Languages) Class (530 titles, 72.1%) and PS(American Literatures) subclass (307 titles, 57.9%) in the LC Classification Scheme, distribution of books in 43 genres, including domestic fiction, historical fiction, and psychological fiction, etc., the use of 535 unique LC subject headings and much interests in "City and town life" (10 titles) and "World War, 1939-1945" (8 titles), and prominence of subject groups which begin with "African American..." and "Woman..." out of 96 groups of subject headings. It is found that the subjects and focus of the selected books expand from integration, understanding, integrity to human rights, environment, peace, etc. The limitations of this study is that the influence of the selected books and the changes in communities are not properly analyed.

• Korean journal of communication and information
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• v.44
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• pp.223-247
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• 2008

The purpose of this study is to explore the anti-smoking message effects and smoking status on smoking belief attributes. Based on the health behavior theories such as theory of reasoned action, health belief model, and social cognitive theory, three factors are selected to investigate the effects of anti-smoking campaign messages. The balance of benefits and barriers, self-efficacy, and social pressure are selected as independent variables. Three two-way ANOVA were conducted. Results showed that the main effect of social pressure were found with the social smoking attributes. Interaction effects were found on the nonsmoker-social pressure group and the non-smoker-two sided message group. It is found that nonsmokers accepted these two anti-smoking messages easily as compared to smoker groups. No main smoking status was found in this study; it is believed that smoking is a habitual that is not changed easily because attitude formation takes time. Results revealed that the two-sided message video releases and the social pressure video releases were favored by both smokers and nonsmokers. This study contributes the theoretical framework that can be transferred to the practices of anti-smoking campaign. Also, the researcher produced the televised stimuli which is not common in health message studies. By using the televised message material, the research tried to solve the validity problem which is common in experimental design.

• Journal of Digital Convergence
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• v.18 no.7
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• pp.389-395
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• 2020

Female empowerment advertising campaigns are easily observed in the United States and European countries whereas it is rarely found in Korea. Thus, this study is designed to analyze female empowerment advertising campaigns so-called femvertising through a case analysis method. The case analysis is often employed in the field of advertising and other social sciences, especially is helpful in finding current trends. Study results found that themes of global femvertising campaigns could be categorized into 'redefining women's beauty', 'gender equality', 'education', and 'leadership'. The objective of these femvertising campaigns is to change perspectives of the society on women and change men's perspective. In terms of product category by global femvertising campaign companies, it varies from consumer goods, IT & electronics, automotive, finance, toy, non-profit organization to press. In general, femvertising targets women, but some femvertising campaigns also target men. This study also provides implications in regards with media usage strategy and advertising planning strategy.

• Asian Pacific Journal of Cancer Prevention
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• v.13 no.8
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• pp.3879-3887
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• 2012

Background: Development of effective educational strategies should accompany increases in public awareness and the availability of genetic testing for breast cancer (BC). These educational strategies should be designed to fulfill the knowledge gap while considering factors that influence women's interest in order to facilitate decision making. Objective: To determine the possible correlates of Saudi women's interest in BC genes testing including socio-demographics, the level of awareness towards BC genes, the family history of BC and the perceived personal risk among adult Saudi women in Al Hassa, Saudi Arabia. Subjects and methods: This cross-sectional study was carried out during the second BC community-based campaign in Al Hassa, Saudi Arabia. All Saudi women aged ${\geq}18$ years (n=781) attending the educational components of the campaign were invited to a personal interview. Data collection included gathering information about sociodemographics, family history of BC, the perceived personal risk for BC, awareness and attitude towards BC genes and the women's interest in BC genes testing. Results: Of the included women (n=599), 19.5% perceived higher risk for BC development, significantly more among < 40 years of age, and with positive family history of BC before 50 years of age. The participants demonstrated a poor level of awareness regarding the inheritance, risk, and availability of BC genetic testing. The median summated knowledge score was 1.0 (out of 7 points) with a knowledge deficit of 87.8%. The level of knowledge showed significant decline with age (> 40 years). Of the included women 54.7% expressed an interest in BC genetic testing for assessing their BC risk. Multivariate regression model showed that being middle aged (Odds Ratio 'OR'=1.88, confidence intervals 'C.I'=1.14-3.11), with higher knowledge level (OR=1.67, C.I=1.08-2.57) and perceiving higher risk for BC (OR=2.11, C.I=1.61-2.76) were the significant positive correlates for Saudi women interest in BC genetic testing. Conclusion: Saudi women express high interest in genetic testing for BC risk despite their poor awareness. This great interest may reflect the presence of inappropriate information regarding BC genetic testing and its role in risk analysis.

• Korean journal of communication and information
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• v.36
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• pp.198-230
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• 2006

The aim of the this study is to observer paradoxal phenomenon in media election. The media, especially Television, was traditionally a journalistic operation representing political events on the outside of political camp. But recently, it intervenes to 'the political camp' as the most important method for election campaign. A centripetal of electronic medias making the dominant political space offer an alternative plan which get over the modern crisis of representative democracy. Even though, to the production of the political symbol and the operation of symbol which constitute substantial system of political action, the human being subject is excluded and the technical system of communication make up a govern structure. So it makes the contradictory situation. TV broadcast for election campaigning show well this paradoxal situation. The institutionalization of electoral broadcasting oriented by the State strengthens an immensification, an economical and political efficiency and a transparency of electoral campaign. But the means which controls the mind of public is also strengthened. It relates the production and circulation of the political symbol and the symbolic image restricted by dominator. In conclusion, this study argues that the media election is institutionalized by the instrumental reason(procedural rationality of politics and technological rationality of broadcasting), therefore the candidate take a fragment roles for the production of transcendental political symbol and the voters accommodate to the symbolic images which are foreseen and they judge.

• Journal of Internet Computing and Services
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• v.19 no.4
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• pp.53-63
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• 2018

The traditional mass media function of conveying information and forming public opinion has rapidly changed into an environment in which information and opinions are shared through social media with the development of ICT technology, and such social media further strengthens its influence. In other words, it has been confirmed that the influence of the public opinion through the production and sharing of public opinion on political, social and economic changes is increasing, and this change is already in use on the political campaign. In addition, efforts to grasp and reflect the opinions of the public by utilizing social media are being actively carried out not only in the political area but also in the public area. The purpose of this study is to explore the possibility of using social media based public opinion in educational policy. We collected media data, analyzed the main topic and probability of occurrence of each topic, and topic trends. As a result, we were able to catch the main interest of the public(the 'Domestic Computer Education Time' accounted for 43.99%, and 'Prime Project Selection' topics was 36.81% and 'Artificial Intelligence Program' topics was 7.94%). In addition, we could get a suggestion that flexible policies should be established according to the timing of the curriculum and the subject of the policy even if the category of the policy is same.

• Safety and Health at Work
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• v.7 no.4
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• pp.293-298
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• 2016

Background: The aim of this study was to increase knowledge regarding the dangers associated with tobacco use, and decrease secondhand smoke exposure and tobacco use behaviors with an antitobacco messaging campaign among rural, medically underserved, blue-collar workers. Methods: A quasiexperimental study was conducted with employees at two worksites. One worksite received the intervention, which consisted of nine different antitobacco messages. Baseline and follow-up surveys were conducted at each worksite to assess change in knowledge and behavior; the data were compared across the two worksites. Results: Two hundred twenty-two and 243 participants completed baseline and follow-up surveys at the intervention and comparison sites, respectively. A statistically significant difference was seen over time between the worksites on knowledge of the dangers of tobacco (p < 0.0001); the mean knowledge score increased at the intervention site, but remained unchanged at the comparison site. In general, non-smokers at both worksites appeared to try to decrease exposure to secondhand smoke over the follow-up period. Repeated measures analysis indicated that there were no differences in motivation to quit (p = 0.81), interest in quitting (p = 0.40), thinking about quitting (p = 0.53), or several tobacco-use behaviors over time among smokers at the intervention and comparison worksites. There were slight increases over time in the proportion of smokers who do not allow smoking in their homes/vehicles at the intervention worksite, although not statistically significant. Conclusion: Participants at the intervention worksite increased their knowledge regarding the dangers of tobacco use and secondhand smoke exposure. Among current tobacco users, the intervention appeared to increase family rules regarding secondhand smoke exposure in their homes and vehicles.

• Journal of the Korean Data and Information Science Society
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• v.20 no.4
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• pp.673-684
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• 2009

Lower Prices are offered through sales by telemarketing. This is to serve our customers by the fastest and most appropriate referral product that is most important to attract insurance. Therefore, Considering the time the customer's preferred products and preferred customer for screening and targeting, depending on what is the difference between the premiums. This study of the logistic regression model using datamining techniques, the life insurance companies in outbound telemarketing to support sales of the effect you want to validate. To join existing life insurance companies for the customer response and sales strategy based on the L segment and by age group, family-love insurance, accident insurance, and cancer insurance were in progress for the modeling. Set model based on the progress of the campaign to existing customers marketing methods and how to extract and run the model results has proven the superiority of the model. In addition, over time, depending on the aging model is set to a decline in operating profit to maximize the profits th update the model which was derived.

• Health Policy and Management
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• v.9 no.2
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• pp.55-76
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• 1999

In order to understand the local council members' attitudes to the health policy, we conducted mail surveys using self-administered questionaire for 2 months(February and March. 1995). The study subjects were 2.312 local council members in Korea, but only about 11% among whom. 257 persons, responded to 2 times mail survey. This response rate revealed that the local council members was not interested in health care fields. The main results were as follows; The respondents thought that the economic and income development was most important among 15 regional policy agendas and the health care was the 5th or 7th important agenda. They. who had more health needs of and poor access to health care, tended to think that the health care was more important. They considered lobbying to and persuading the civil servants as the best method to tackle the local health care policy agenda. The respondents, who had poor access to health care facilities. tended to set the highest priority for the expansion of public and private health care resources. They expected that the election of local governor would activate the public health program more than thought that the program was implemented more actively than other region. The main opinion of respondents was that the central government had to take over planning and financing for the public health program, and the basic local government had to implment the program and budgeting. The majority of respondents agreed the private dominant medical care delivery system and nation-wide uniformed financing mechanism. Over 60% of them suggested that they were ready to suffer environmental pollution inducing health hazards for the purpose of regional economic and income development. About 75% of them favour the campaign for antismoking regardless of reducing local government's revenue from sale tax.