• Journal of Digital Convergence
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• v.12 no.10
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• pp.541-556
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• 2014

study on Storytelling advertisement, this study examined its own characteristics and distinctive qualities, compared to other advertisements. For this purpose, not only previous discussions about Storytelling genre and theoretical system about its narrative are examined; but also, from actual advertisements, its classification and the distinction of their characteristics are established. According to the Storytelling advertisements, it is also examined that each impact on the field of consumer's response of sympathy, perception, and emotion; and on the process of advertising effect. Below is the results of each research. Through the comparison of Storytelling advertisement's clarification, the following was suggested: there are distinctive advertising strategies, the relationship between advertising strategies and advertisement forms, and the consideration for causing the consumer's response, depending on the advertisement form. Also, the concept of explaining how consumers perceive, in the process of advertising effect, the main concept of the drama advertisement, that is the constituents of drama genre, such as characters, plot, conflict, transition, helps achieve the deeper understanding toward advertising.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.3 no.4
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• pp.59-88
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• 2008

For the success of the DMB market to meet consumers' demands for Ubiquitous Media and strengthen the nation's competitiveness, it's inevitable for us to activate DMB advertising as of main profit source for DMB Media, and to develop various types of DMB advertising which are linked to the profit model. So I'd like to look over the various types of DMB advertising which are suitable for DMB features as one of the efforts to activate DMB advertising. First of all, I've figured out what kinds of advertising are available for new media and which related technologies are required for DMB media. Through this research, I could find out what features of new media such as cable broadcasting, Internet and Mobile have become the source of developing various types of advertising and how to a great part to activate new media advertising markets by making the best use of their media features. This research also shows that DMB advertising has the high potential to be developed in various and effective types and kinds of advertising with its media feature and technological feature. This research observing DMB advertising cases showed that DMB advertising can be divided into 6 types such as forms, purposes, techniques, advertising positions, the use of LBS(Location Based Service), coupons and it could be developed into various kinds of DMB advertising dependent on each type. On the other hands, it would be great to have continual researches and follow-ups for various types of DMB advertising and the verification of the effectiveness for DMB advertising by performing potential DMB advertising.

• Journal of Intelligence and Information Systems
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• v.28 no.4
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• pp.275-286
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• 2022

The metaverse platform has been gaining popularity since the pandemic. It facilitates non-face-to-face interaction among creators, users, advertisers, various forms of organizations, and itself. Such interaction has brought light to the new forms of economy, which is called the "creator economy." By providing the virtual space, easy tools, and methods, the platform allows the creators to produce value for the users in the forms of virtual items, content, and experiences. At the same time, it provides audiences to the organizations that need attention. In the course, the platform and the creators generate revenue. Among the diverse revenue sources, this study focuses on revenue generated from advertising and studies how the revenue sharing between the platform and the creator is affected by the abilities of the metaverse platform. With an analysis of the analytical model, we show that if the platform has the ability to reduce advertising avoidance, it can reduce the revenue share of the creator without discouraging the creator from making the proper effort in content creation. Also, as the platform provides effective tools and methods for quality content creation, it can reduce the revenue share of the creator without damaging the creator's required motivation. The ability of the platform in increasing advertising effectiveness helps it to reduce the revenue share of the creator as well.

• Journal of Digital Convergence
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• v.13 no.8
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• pp.431-438
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• 2015

Smartphone is popularized, it is a lot of development of the mobile advertising industry, is born many types of mobile advertising. Many developers in the mobile game is the advertised profitable by using the SDK of service companies that service the advertising the launch of free games. Mobile IGA banner, front advertising, we use the ad in the three forms of the front video advertising, each of advertising, have advantages and disadvantages. Although many of the games currently use a full-page ad and front video ads, these ads profitable model is use the user game play time. In order to improve the disadvantage of this method, Commonly used to analyze the three ad revenue model, looking for the element, by using the research result of the previous studies, we have proposed a new advertising Convergence profitable models.

• Journal of Digital Convergence
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• v.11 no.3
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• pp.33-40
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• 2013

The smart media has changed the patterns of advertising information consumption and media usage behavior drastically. The smart advertisements, however, have failed to perform as sophisticated as the smart devices carried out. In this respect, this study is designed to figure out the current situation and the ecosystem of smart advertising and to prepare its activation plan through a survey(FGI), which will be able to give policy suggestions about smart media and advertising. In conclusion, this study points out that the proliferation of smart advertising needs to install "Smart Media Representative" which provides independable decisions on the regulation of smart advertising, the system of price, standardization of advertising, the development of various forms of advertisements, the scientific measurement of the effectiveness, the protection of privacy, professional manpower training, etc.

• KDI Journal of Economic Policy
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• v.12 no.3
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• pp.95-123
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• 1990

Advertising, while providing a linkage between sales and consumption, helps promote rational consumption patterns by expanding the scope of information for consumers facing an ever-increasing array of consumption decisions. In so doing, advertising promotes competition among suppliers and sellers, thereby improving market transparency. Intrinsically, advertising can influence the instantaneous decisions made by consumers, and because of this peculiar feature of advertising, ensuring fair advertising practices is a policy issue of great importance. Concurrently, discerning whether the amount of advertising, which is determined by the profit motive of advertisers, is socially appropriate or whether this amount constitutes a waste of scarce resources is a necessary and indispensable consideration in establishing a public policy to respond to the mounting deluge of advertising. Although the Fair Trade Act and numerous other related laws are being enforced with regard to advertising, it may be difficult to say that a unified, practicable and logical basis for regulating the variegated and complex forms of advertising has been established. This paper examines the various theoretical arguments on the welfare effects of advertising as a rationale to justify regulation from the viewpoint of economics. In this manner, this paper helps define the essential nature of advertising and seeks to present a rational approach toward the regulation of advertising.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2013.05a
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• pp.89-92
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• 2013

South Korea's advertising market in 2012, growing at a standard 10 trillion, but most advertising is in the form of one-way communication by advertisers. In this paper, at the time they are attracting the interest of consumers, more recent placement by Facebook or Youtube propose an advertising platform using the Kinect motion-sensitive controller that can communicate with consumers. In the proposed platform, by the simple enjoyment of the game accept ads without resistance, and can deliver content more effectively than advertising indirectly passing. Had occurred in the existing Windows forms drawing problem was solved by using the XNA game engine using the Facebook API was designed so that it can be integrated with SNS.The scored elements to attract the interest of the users with the introduction of the ranking system and the user's face image to extract added to the story line, and increased immersive.

• Asian Pacific Journal of Cancer Prevention
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• v.16 no.15
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• pp.6299-6302
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• 2015

Background: The rise in consumption of tobacco products among youth is a public health concern in India. Several studies have shown that advertisements promoting tobacco products influence decisions and behaviour of youth towards smoking. Objective: To ascertain which method of Tobacco Advertising, Promotion and Sponsorship (TAPS) was more influential for initiating tobacco use in youth in India. Materials and Methods: The secondary data of youth (15-24 years) from nationally representative Global Adult Tobacco Survey (GATS) conducted in 2009-2010 was analyzed. Odds ratio and p-value were used to know the association between TAPS and initiation of use of tobacco products among youth. Logistic regression was used to determine the most significant means of TAPS altering the youth's behaviour towards tobacco products. Results: Out of 13,383 youths, 1,982 (14.7%) used smokeless forms of tobacco and 860 (6.38%) used smoke forms. Logistic regression reveals that promotional activities mainly through cinemas (p<0.05) and providing free samples of tobacco products (p < = .001) were most influential means of initiating consumption of tobacco products among youth. Conclusions: The smoking in youth is associated with watching advertisements particularly in cinema and promotional activities like distribution of free samples, coupons and sales on the price of tobacco products. Stronger legislative measures should be enforced to curb promotional advertisements in cinemas and distribution of free samples.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.4
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• pp.17-27
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• 2017

This study analyzes the trends of photo image components and forms of expression in global fashion advertising photos. First, photo image components are classified into seven categories: location (indoor-outdoor), the model's movement, pose, facial expression, gender, race and number of models. The forms of expression are classified into six categories: direct expression, sensual expression, symbolic expression, storytelling expression, dramatic expression, and sexual expression. With the aforementioned classifications, the trends were studied for three years from 2013 to 2015. The analysis result indicates the following: for the details of photo image components, the portion of indoor photos, static poses and conscious facial expressions was over 60% of the total for every season of the 3 years, while there was a slight increase in the number of models and the diversity of races. For the forms of expression, the sensual expression showed the largest portion accounting for over 50% of the total, followed by direct expression and storytelling expression. The findings from this study show that the trends of photo image components and forms of expression in global fashion advertisements are changing. Therefore, domestic companies will need to develop photo image components and forms of expression in line with the changing global fashion advertisement trends.

• Asia pacific journal of information systems
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• v.25 no.2
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• pp.337-355
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• 2015

The Internet has become one of the most important channels for people to communicate and for companies to implement their sales promotion activities, such as advertising. Marketing and advertising attempt to influence customers' attitude to persuade them to choose to buy the advertisers' products instead of the competitors'. With the different forms of online marketing, such as search engine marketing, email marketing, and mobile marketing, advertisers can find more effective strategies to attract the attention of more targeted audiences. With the emergence of the social web (web 2.0), a new platform was introduced called social networks. This paper presents the current work in internet marketing activities until web 2.0, and conducts a social network analysis to aid in data extraction. Marketing and advertising companies have understood the power of information for a very long time. The more knowledge these companies have on the demographics, consumer habits, and preferences of particular customer types, the more they can tailor their product offerings, and the more sales they can make. This paper aims to understand the internet marketing concepts as well as present challenges and work directions in internet marketing.