• Journal of the Korean Home Economics Association
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• v.43 no.1 s.203
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• pp.203-223
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• 2005

TV advertising(TV ad.) to children consumers is a useful method for both business and consumer socialization of children. The object of this study was to see if children could put TV ad. to practical use as a tool for purchasing information and as a learning method. For these purposes, the contents of TV ad. to children consumers were analyzed and their influence on children researched. Based on the findings of this study, it is suggested that TV ad. toward children consumers should be regulated and regulatory guidelines for children's ad. developed to create a better environment for children consumers.

• Journal of Distribution Science
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• v.20 no.8
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• pp.123-133
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• 2022

Purpose: As moment-based marketing messages (i.e., messages related to current moments or event), companies put significant investments to distribute TV advertising related to external moments in a retail environment. While the literature offers strong support for the value of distributions of context-based messaging to advertisers, less attention has been given to how to design those messages to effectively communicate across channels. This research adds a new dimension of analysis to the study of advertising context and its cross-channel effects on online consumer behavior. Research Design, Data and Methodology: A system-of-equations Tobit regression model was adopted using data collected from an advertising agency that consists of 1,223 TV ads aired during the Rio Olympics and NCAA, tagging from consumers, and a text analysis. Results: First, TV ads with high centrality of context lead to lower online search behavior and higher online social actions. Second, how brands can design messages more effectively was explored by using product information as a moderator that could improve the impact of context-based TV advertisements. Conclusions: Given that expenses in traditional channels are still one of the biggest channel management decisions, it is critical to understand how consumer engagement varies by design of context-based TV advertising.

• Convergence Security Journal
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• v.19 no.4
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• pp.189-195
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• 2019

PPL advertising is growing due to the cheaper cost than other TV commercials, the familiar image construction from natural exposure in video, and the overseas marketing effects from programs export. However, it is difficult to provide additional information on PPL advertising targets in addition to short video exposure due to the restriction that they should be exposed without antagonizing viewers. This study designed a data service that supports PPL advertising, which provides additional information for PPL advertising targets. Specifically, the user scenario and user interface of the data service were designed considering the characteristics of the TV platform, the key additional information was defined by distinguishing the typical types of PPL advertisement, and the information on when PPL advertising targets should be exposed in the program was devised. We also developed a DVB-SI based method to provide the supplementary information to the data service.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.181-208
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• 2001

This study regards to the expression characteristics of the humor advertising, which has been largely used for TV ads. The concept of humor was identified first, and then the humor advertising was examined in terms of the arousal theory, incongruity theory, and superiority theory, according to Lefcourt and Martin. 871 TV ads which aired on the three network stations (KBS, MBC, and SBS) for 7 random days during February, 2000 were recorded and analyzed. It turned out that the humor advertising was frequently used in our country, too. It was mainly used for the low-involvement food products. Yet the humor advertising, which had been traditionally used for the low-involvement products, was also getting available for the high-involvement products. As for the theories applied to it, the arousal theory was used most in our country unlike other countries using the incongruity theory. The humor advertising which adopted the superiority theory was useful, by humorously emphasizing the weaknesses of competitors, for their comparison with own brand or the emphasis of own strengths.

• Journal of the Korea Convergence Society
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• v.11 no.6
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• pp.183-189
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• 2020

The objective of this research was to provide an objective and scientific basis for the effect of mid-advertising on viewers' rights by conducting an empirical study on how mid-program advertising affects viewer satisfaction and interest from the viewers' perspective. The experiment was conducted on 210 subjects to investigate the difference between viewers' interest in the program and purchase intention price. The results did not support the hypothesis that advertisements inserted in the middle of television programs would affect the dependent variables. The theoretical and practical implications of the mid-program advertisements on the interests of viewers were discussed.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2008.10b
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• pp.235-245
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• 2008

The interactive advertisement is already on satellite and cable broadcasting hereafter the introduction of this system is concerned on terrestrial programs. This study is to research the effectiveness of interactive TV advertising focusing on factors of involvement and interaction. Study started for the effect measurement of interactive television advertisement. Interactive television advertisement has different concept than existing television advertisement. Thus, the effect also needs to examine in other methods. Study is mainly focusing on the characteristics of interactive and the experiments, which was based on existing data, for measurement of effect. In the experiments, the characteristics were categorized in a search time, a number of searched pages about interactive television advertisement. The research finds that the involvement of the audience increases when the interaction of advertising attitude, brand attitude, and purchase intentions also increases. And so, a successful interactive TV advertisement results in longer searching hours and greater it visits by the audience when the interaction factors are considered and increased. By study of consumer's characteristics and behavior, a new method of the effect measurement for interactive television advertisement is provided. The new method includes not only existing measurement elements of television advertisement which are attitude on advertising and brand, and customers' purpose, but also the features of interactive television advertisement, which are search time, a number of searched pages. Recently added features provides data of the effect on high/low groups and it contributes to the process of interactive television advertisement. Study on interactive television advertisement will be helpful to plan an effective strategy by suggesting the theoretical evidence of its effect.

• Archives of design research
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• v.14 no.2
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• pp.127-136
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• 2001

The aim of this study is to examine and compare Koreans and Japanese creativities in advertising. It was to analyze empirically their creativities appreciated in 200 TV commercials broadcasted between 1992 and 1998. The content analysis, was a useful process, provided very important clues for comparative analysis. Many difference were found in the examined TV commercials in Korea and Japan. It showed major difference in ways in which the level of noise, the using of cuts, social space, camera work, etc. except preference of jingle, colors, elements of tradition. The most distinctive difference is that the Japanese TV commercials deal with atmosphere than the Korean commercials. This result may help to explain a common social phenomenon of not losing the original culture in each society, as a result of "international acculturation" and the subsequent "indigenization by adaptive change"

• Korean journal of communication and information
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• v.43
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• pp.282-313
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• 2008

Advertising is both applauded and criticized for its characteristics and roles on society. Advertising environment is changing and developing. The important changes in advertising are fragmentation of traditional media, growth of new media, and increasing clutter. The major issue in advertising and broadcasting system in Korea is reintroduction of in-program advertising on terrestrial television stations. The purpose of this study is investigate the responses of viewers to in-program advertising. This study considers program genre as mediating variable which may affect the viewers' responses to in-program advertising. Independent variables of this study are the insertion of in-program advertising (insertion/non-insertion) and program genres(news/educational/drama/entertainment program). Dependent variables of this study are viewers' responses, attitude towards broadcasting station and attitude towards advertiser. This study was run as a $2{\times}4$ factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly assigned each subject to 1 of the 8 treatment groups. The result of this study shows that in-program advertising induces negative responses of viewers, attitude towards broadcasting station and advertiser. And this study found that viewers showed the negative responses to in-program advertising regardless of program genre. The findings of this study illustrate the need of consideration and planning of in-program advertising to protect viewers' right.

• The Journal of Information Systems
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• v.25 no.2
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• pp.153-171
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• 2016

Purpose This study suggests the development of forecasting model for local cable TV advertisement. In order to verify the expected effect of the suggestion, using the causal loop map of System Dynamics, the factors affecting the prospects of cable TV commercial market were divided into 5 groups. Then targeting 97 people involved in the cable TV commercial market in Busan, Ulsan, and Gyeongnam, a survey was conducted on their perception of the current status of local advertisement market and future prospect. Design/methodology/approach The analysis of the collected data shows that workers in advertising and advertisers perceive the influence of cable TV as an advertising media to be high, while clearly understanding the problems of cable TV commercial market. Based on this the effects on the prospects of cable TV commercial market were analyzed and a forecasting method called Weighted Moving Average was applied. In order to improve accuracy of the added value of Weighted Moving Average, the 5 factors were divided into qualitative factors and quantitative factors, and using Multi-attribute Decision Making method, all the factors were normalized and weighting factors were deduced. The result of simulating the prospects of cable TV commercial market using Weighted Moving Average, both qualitative and quantitative factors showed downward turn in the market prospect for the following 10 years. Findings The result reflects generally negative perception of advertisement viewers about the prospects of cable TV commercial market. Compared to the previous studies on domestic cable TV commercials that focused on policy suggestions and surveys on perception of current status, this study has its significance in that it used scientific method and simulation for verification.

• Journal of Internet Computing and Services
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• v.14 no.6
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• pp.49-57
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• 2013

As 'Big data' has been one of challenging issues, development of new services using Social Network Service (SNS) which is its typical example became active. SNS has developed as a media where everyone communicates at real time and the number of SNS opinion analyzing services is increasing. Meanwhile, new approach to acquire and analyze twitter data becomes necessary in TV advertisement system. This paper proposes LiveAD system, which store and analyze big data such as twitter data as well as analyze TV advertising effect based on twitter data. As a proof of concept, the proposed system has been implemented collecting and analyzing twitter data using Hadoop. The result of collected information over the system increases the chance of analyzing TV advertising effect on twitter in real-time.