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The Expression of Oncogenes on the Radiation-induced Apoptosis in SCK Mammary Adenocarcinoma Cell Line (SCK 선암세포주에서 방사선 조사에 의해 유도되는 Apoptosis에 미치는 암유전자의 발현)

  • Lee Hyung Sik;Park Hong Kyu;Moon Chang Woo;Yoon Seon Min;Hur Won Joo;Jeong Su Jin;Jeong Min Ho;Lee Sang Hwa
    • Radiation Oncology Journal
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    • v.17 no.1
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    • pp.70-77
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    • 1999
  • Purpose : The expression of p53, P211WAF/CIP, Bcl-2, and Bax underlying the radiation-induced apoptosis in different pH environments using SCK mammary adenocarcinoma cell line was investigated. Materials and Methods Mammary adenocarcinoma cells of hi) mice (SCK cells) in exponential growth phase were irradiated with a linear accelerator at room temperature. The cells were irradiated with 12 Gy and one hour later, the media was replaced with fresh media at a different pHs. After Incubation at 37Microbioiogy, College of Medicine Dong A University for 0$\~$48 h, the extort of apoptosis was determined using agarose gel electrophoresis and flow cytometry. The progression of cells through the cell cycle after irradiation in different pHs was also determined with flow cytometry. Western blot analysis was used to monitor p53, p211WAFfCIP, Bcl-2, and Bu protein levels. Results : The induction of apoptosis by irradiation in pH 6.6 medium was markedly less than that in pH 7.5 medium. The radiation-induced G2IM arrest in pH 6.6 medium lasted markedly longer than that in pH 7.5 medium. Considerable amounts of p53 and p21 proteins already existed at pH 7.5 and increased the level of p53 and p21 significantly after 12 Gy X-irradiation. An incubation at pH 6.6 after 12 Gy X-irradiation did not change the level of p53 and p21 protein levels significantly. Bcl-2 proteins were not significantly affected by radiation and showed no correlation with cell susceptibility to radiation-induced apoptosis in different pHs. An exposure to 12 Gy of X-rays increased the level of Bax protein at pH 7.5 but at pH 6.6, it was slight. Conclusions : The molecular mechanism underlying radiation-induced apoptosis in dinerent pH environments using SCK mammary adenocarcinoma cell line was dependent of the expression p53 and P211YVAF/CIP proteins. We may propose following hypothesis that an acidic stress augments the radiation-induced G2iM arrest, which inhibiting the irradiated cells undergo post-mitotic apoptosis. The effects of environmental acidity on anti-apoptotic and pro-apoptotic function of Bcl-2 family was unclear in SCK mammary adenocarcinoma cell line.

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Olympic Advertisers Win Gold, Experience Stock Price Gains During and After the Games (오운선수작위엄고대언인영득금패(奥运选手作为广告代言人赢得金牌), 비새중화비새후적고표개격상양(比赛中和比赛后的股票价格上扬))

  • Tomovick, Chuck;Yelkur, Rama
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.1
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    • pp.80-88
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    • 2010
  • There has been considerable research examining the relationship between stockholders equity and various marketing strategies. These include studies linking stock price performance to advertising, customer service metrics, new product introductions, research and development, celebrity endorsers, brand perception, brand extensions, brand evaluation, company name changes, and sports sponsorships. Another facet of marketing investments which has received heightened scrutiny for its purported influence on stockholder equity is television advertisement embedded within specific sporting events such as the Super Bowl. Research indicates that firms which advertise in Super Bowls experience stock price gains. Given this reported relationship between advertising investment and increased shareholder value, for both general and special events, it is surprising that relatively little research attention has been paid to investigating the relationship between advertising in the Olympic Games and its subsequent impact on stockholder equity. While attention has been directed at examining the effectiveness of sponsoring the Olympic Games, much less focus has been placed on the financial soundness of advertising during the telecasts of these Games. Notable exceptions to this include Peters (2008), Pfanner (2008), Saini (2008), and Keller Fay Group (2009). This paper presents a study of Olympic advertisers who ran TV ads on NBC in the American telecasts of the 2000, 2004, and 2008 Summer Olympic Games. Five hypothesis were tested: H1: The stock prices of firms which advertised on American telecasts of the 2008, 2004 and 2000 Olympics (referred to as O-Stocks), will outperform the S&P 500 during this same period of time (i.e., the Monday before the Games through to the Friday after the Games). H2: O-Stocks will outperform the S&P 500 during the medium term, that is, for the period of the Monday before the Games through to the end of each Olympic calendar year (December 31st of 2000, 2004, and 2008 respectively). H3: O-Stocks will outperform the S&P 500 in the longer term, that is, for the period of the Monday before the Games through to the midpoint of the following years (June 30th of 2001, 2005, and 2009 respectively). H4: There will be no difference in the performance of these O-Stocks vs. the S&P 500 in the Non-Olympic time control periods (i.e. three months earlier for each of the Olympic years). H5: The annual revenue of firms which advertised on American telecasts of the 2008, 2004 and 2000 Olympics will be higher for those years than the revenue for those same firms in the years preceding those three Olympics respectively. In this study, we recorded stock prices of those companies that advertised during the Olympics for the last three Summer Olympic Games (i.e. Beijing in 2008, Athens in 2004, and Sydney in 2000). We identified these advertisers using Google searches as well as with the help of the television network (i.e., NBC) that hosted the Games. NBC held the American broadcast rights to all three Olympic Games studied. We used Internet sources to verify the parent companies of the brands that were advertised each year. Stock prices of these parent companies were found using Yahoo! Finance. Only companies that were publicly held and traded were used in the study. We identified changes in Olympic advertisers' stock prices over the four-week period that included the Monday before through the Friday after the Games. In total, there were 117 advertisers of the Games on telecasts which were broadcast in the U.S. for 2008, 2004, and 2000 Olympics. Figure 1 provides a breakdown of those advertisers, by industry sector. Results indicate the stock of the firms that advertised (O-Stocks) out-performed the S&P 500 during the period of interest and under-performed the S&P 500 during the earlier control periods. These same O-Stocks also outperformed the S&P 500 from the start of these Games through to the end of each Olympic year, and for six months beyond that. Price pressure linkage, signaling theory, high involvement viewers, and corporate activation strategies are believed to contribute to these positive results. Implications for advertisers and researchers are discussed, as are study limitations and future research directions.

COMPARATIVE STUDY UPON THE CHARACTERISTICS OF WRITING BETWEEN THE PATIENTS WITH WRITING DISABILITIES AND NORMAL ELEMENTARY SCHOOL STUDENTS (쓰기 장애 환자와 정상 초등학교 학생의 쓰기 특성 비교)

  • Cho, Soo-Churl;Shin, Sung-Woong
    • Journal of the Korean Academy of Child and Adolescent Psychiatry
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    • v.12 no.1
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    • pp.51-70
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    • 2001
  • Characteristics of handwriting were investigated and compared between the patients with writing disabilities and normal elementary school pupils. Generally, the heights of the letters of the patients were significantly larger than those of normal children, and letters of the patients were more sparsely distributed than those of controls. The distance between the words were significantly reduced in the patients’ writings, which indicated that patients had much more problems of space-leaving than normal pupils. Letter heights differences were significant across all grades in the patients and normal controls. The heights of the letters decreased as they grew older, and the slope of the decrements were more steeper in normal girls(r=-0.45) than girls with writing disabilities(r=-0.16). Sex differences were found in the letter spacings in low grades(grades 1, 2), that is, the distances between the letters were significantly narrower in the male patients than normal boys in these grades, and the differences were almost indiscriminating in grades 3 through 5, and finally, in sixth grade, letter spacings were signifycantly broader in normal boys than male dysgraphics. In girls, letter spacings were significantly broader in the patients across all grades. These findings supports the hypothesis that male and female writings were qualitatively different and that distinct mechanisms served in boys and girls dysgraphics. Across all grades and sexes, spaces between the words of the patients were significantly broader than normal pupils, which suggested that space-leaving between the words was important in Korean writings. There was trend that letter spacings and word spacings decreased across grades, but in girls, no correlations between the letter spacings and grades were found. Correlation analyses revealed that letter heights and letter spacings had mild correlation(r=0.11-0.15), and that letter spacings and word spacings had robust correlation(r=0.99). Phonological errors were mostly found in last phoneme(Jong-seong), especially double-phoneme(ㄳ, ㄵ, ㄶ, ㄺ, ㄻ, ㄼ, ㄾ, ㄿ, ㅀ, ㅄ), and in the case the sound values changed due to assimilations of phonemes. Semantic errors were rare in both groups. Space-leaving errors were correlated with phonological errors, and more frequent in boys than girls. In conclusion, significant differences existed in the letter heights, letter spacings, word spacings, and frequencies of phonological errors and spaceleaving errors between the patients with writing disabilities and normal pupils. The characteristics of writings changed across grades and the developmental profiles were somewhat quantitatively different between the groups. The differences became obvious from the second-third grades.

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A Comparative Analysis of Blood Estradiol-17${\beta}$ Levels According to Varying Regimens of $Clomid^{(R)}$(Clomiphene citrate) Administration in Induced Ovulated Menstrual Cycles ($Clomid^{(R)}$(Clomiphene citrate)의 투여시기와 용량을 변수로 한 혈중 $Estradiol-17{\beta}$의 동태에 관한 연구)

  • Chang, H.J.;Suh, B.H.;Lee, J.H.
    • Clinical and Experimental Reproductive Medicine
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    • v.15 no.1
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    • pp.40-52
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    • 1988
  • Estradiol-17${\beta}$($E_2$) levels in the blood were estimated according to varying the time and amount of the administration of $Clomid^{(R)}$. $Clomid^{(R)}$ were administered on the 2nd, 3rd and 4th menstrual day corresponding to the recruitment period and on the 5th menstrual day corresponding to the selection period of the ovarian follicles, respectively. And $Clomid^{(R)}$ were administered 50 mg, 100 mg and 150 mg/day, repectively. The effects of the sequential HMG to $E_2$ levels in the blood were also estimated. The results were as following : 1. Blood $E_2$ levels according to the day and amount of administration of $Clomid^{(R)}$ were the highest in the group 3(D $2{\sim}6$, 150 mg/day, with HMG) and the lowest in the group 6(D $5{\sim]9$, 50 mg/day, without HMG). $E_2$ levels showed increasing tendency to 0 day. 2. In the cases of the administration of $Clomid^{(R)}$ during the $2nd{\sim}6th$ menstrual day, $E_2$ levels according to the amount were similar among groups and showed increasing tendency daily. 3. In the cases of administration of $Clomid^{(R)}$ during the $2nd{\sim}6th$ menstrual day, $E_2$ levels according to the sequential HMG independent of the amount of $Clomid^{(R)}$ were higher in the with HMG group than without HMG groups. 4. In the case of the administration of $Clomid^{(R)}$ during the $5th{\sim}9th$ menstrual day, $E_2$ levels according to the amount were the highest in the 100 mg/day group and the lowest in the 50mg/day group. 5. In the cases of administration of $Clomid^{(R)}$ independent of the amount during the 5th${\sim}$9th menstrual day, $E_2$ levels according to the sequential HMG were higher in the with HMG group than without HMG group. 6. $E_2$ levels according to the amount independent of the day of the administration of $Clomid^{(R)}$ were the highest in the 100 mg/day group and 150 mg/day, 50 mg/day group in low sequence. 7. $E_2$ levels according to the sequential HMG independent of the day and amount of the administration of $Clomid^{(R)}$ were higher in the with HMG group than the without HMG group. 8. $E_2$ levels according to the day of the administration of $Clomid^{(R)}$ independent of the amount of $Clomid^{(R)}$ and sequential HMG were the highest in the group D 2${\sim}$6 and the lowest in the group D 5${\sim}$9. According to the above results, there were higher $E_2$ levels in the group with sequential HMG than without HMG. Therefore, the hypothesis, postulated initially by the author, was not verified that sequential HMG would not affect the $E_2$ levels which were related to the process of the selection of the ovarian follicle in the connection with 'FSH window'. Because it may be the stimulation after the selection of later predominant follicle. And the highest level of $E_2$ was estimated in the $Clomid^{(R)}$ 150 mg/day group with sequential HMG on the 2nd${\sim}$6th day, and the higher levels were estimated in the 2nd${\sim}$6th day, 3rd${\sim}$7th day and 4th${\sim}$8th day groups than the 5th${\sim}$9th day group. The lower levels were estimated in the $Clomid^{(R)}$ 50 mg/day group without HMG than 100 mg/day and 150 mg/day on the 5th${\sim}$9th day. Therefore, further study will be needed that combines analyses of the E2 levels in the blood according to the various administration of $Clomid^{(R)}$ with or without sequential HMG and determination of the numbers and size of the ovarian follicles by ultrasonogram.

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Palaeomagnetism of the Cretaceous Yuchon Group in Kosong Area, Southern Kyongsang Basin (경상분지 남단 고성지역의 백악기 유천층군에 대한 고자기 연구)

  • Kang, Hee-Cheol;Kim, In-Soo
    • Journal of the Korean earth science society
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    • v.21 no.6
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    • pp.663-674
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    • 2000
  • A total of 165 independently oriented core samples were collected from 19 Cretaceous Yuchon Group sites in Kosong area, the southernmost part of the Miryang subbasin of the Kyongsang Basin in southern Korea. Stepwise AF and thermal cleaning revealed antipodal ChRM from 95 samples from 14 sites. Mean ChRM direction is d=26.0$^{\circ}$, i=49.4$^{\circ}$ (${\alpha}_{95}$=8.2$^{\circ}$, k=24.5, n= 14) before bedding correction and d=28.1$^{\circ}$, i=54.2$^{\circ}$ (${\alpha}_{95}$=4.8$^{\circ}$, k=70.6, n= 14) after bedding correction. A 2.88-fold increase of the precession parameter k by bedding correction indicates pre-folding age of the ChRM with 99% confidence level. Palaeomagnetic pole position calculated from the mean ChRM is 67.0$^{\circ}$N, 210.6$^{\circ}$E (dp=4.7$^{\circ}$, dm=6.7$^{\circ}$), which is significantly different neither from the poles of other part of the Kyongsang Basin nor those of Eurasia including SCB and NCB. This suggests stable relative position of the study area with regard to other parts of the Kyongsang Basin as well as to Eurasia continent since Cretaceous. Three ploarity reversals in the Kosong Formation in addition to the coexistence of normal and reversed polarities in the overlying Andesites and Welded Tuff suggest, in reference to the worldwide geomagnetic polarity time scale, an Albian to Maastrichtian (polarity chron 32r-31r) age of the Yuchon Group of the study area. An alleged hypothesis of stratigraphical correspondence between the Kosong Formation in the study area and the Tadaepo Formation in Pusan area is, however, not tenable: Not only because the latter shows a short reverse polarity only in its lowest part of the sequence but also because the Andesites overlying it is wholly normally magnetized, in contrast to the frequent reverals in the case of both the Kosong Formation and Andesites above it.

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Validation of Food Intake Frequency from Food Frequency Questionnaire for Use as a Covariate in a Model to Estimate Usual Food Intake (식품의 일상섭취량 추정을 위한 식품섭취빈도의 활용가능성 및 타당도 연구)

  • Lee, Ja Yoon;Kim, Dong Woo
    • Culinary science and hospitality research
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    • v.23 no.2
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    • pp.64-73
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    • 2017
  • Although 24-hour recalls (24HR) capture detailed information on a person's food intake, this method suffers from difficulties in adequately measuring the usual intake of foods that are not consumed daily by most. Therefore, the purpose of this study is to investigate whether frequency of Food Frequency Questionnaire (FFQ) can be utilized in form of covariate when calculating usual intake of episodically-consumed foods and their distributions. Data used in this study was from the Korean National Healthy and Nutrition Examination Survey (KNHANES) 2012~2014 (3 years) and 10,945 subjects participated in this survey who performed both of 24HR and FFQ. In order to analyze the data, amount of intake in each food, which was reported in 24HR was recalculated according to 112 items in FFQ. We first assessed the relationship between FFQ frequency and the amount reported on 24HR. Second, we assessed the relationship between usual portion size of FFQ and the amount reported on 24HR. Our hypothesis was that people who reported high FFQ-reported frequency or FFQ-reported usual portion size would consume larger amounts of that food on 24HR than those with lower frequency or portion size of consumption of a food on the FFQ. For 59 of 112 individual foods (52.2%), there were statistically significant increasing relationships between FFQ frequency and consumption-day intake. Also, 102 of 112 individual foods (90.3%), there were statistically significant increasing relationships between FFQ usual portion size and consumption-day intake. For 10 of 13 food groups (grains, fruits, eggs, pulses, root and tuber crops, milk products, meat, beverage, alcoholic drink, vegetable, seaweeds and others), there were statistically significant increasing relationships between FFQ frequency and consumption-day intake. And there were statistically significant increasing relationships between FFQ usual portion size and consumption-day intake for all food groups. This study confirmed consistent correlation between reported FFQ frequency or usual portion size of food (group) consumption and consumption-day intake on 24HR. Therefore the frequency data may be utilized as important covariate when estimating usual intake of food or food groups.

Clinical Significance of Low-colony Count Scotochromogen Nontuberculous Mycobacteria (균집락수가 적은 암색소성 비결핵항산균 배양의 임상적 의미)

  • Lee, Jung Yeon;Kim, Mi-Na;Chung, Hee-Jung;Jun, Kyung Ran;Choi, Hee Jin;Lee, Hyeyoung;Joung, Eun Young;Oh, Yeon-Mok;Lee, Sang Do;Kim, Woo Sung;Kim, Dong Soon;Kim, Won Dong;Shim, Tae Sun
    • Tuberculosis and Respiratory Diseases
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    • v.59 no.1
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    • pp.39-46
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    • 2005
  • Background : Even though it has been suggested that low-colony, scotochromogen nontuberculous mycobacteria (NTM) are usually contaminants and not true pathogens, evidence for this hypothesis has not been provided. This study investigated the colony characteristics, organism identification, and clinical significance of low-colony scotochromogen. Methods : The laboratory cultured 6,898 respiratory clinical specimens for an examination of mycobacteria over a three-month period. A low-colony count was arbitrarily defined as ${\leq}20$ colonies. This study analyzed the recovery rate of the mycobacteria, the number of colonies and their gross characteristics, and their clinical significance. PCR-restriction fragment length polymorphism analysis was carried out to identify the NTM species. NTM pulmonary disease was defined according to the American Thoracic Society. Results : A total of 6,898 respiratory specimens for mycobacterium were cultured. Of these, 263 (3.8%) grew NTM, and 382 (5.5%) grew M. tuberculosis. Of the 263 cultured NTM specimens, 124 (47.1%) were scotochromogens. The smear-positive rate was significantly lower in these scotochromogens (4.8%) than in the non-scotochromogens (23.7%) (p<0.05). The most common isolates were M. gordonae (83/102, 81.4%) in the scotochromogens, and MAC (52/121, 43.0%) in the non-scotochromogens. Even though three out of 113 patients with a low-colony scotochromogen has been diagnosed with NTM pulmonary disease, the isolated scotochromogen was not considered to be the cause of the NTM disease but was just a contaminant. Conclusion : In this study, the most common isolate of a low-colony count scotochromogen was M. gordonae, which appeared to be contaminants and not true pathogens. Greater efforts in the quality control of a mycobacterium laboratory are needed in cases where there is a high recovery rate of low-colony count scotochromogen.

A Verification on the Effectiveness of Middle Managers' Emotional Leadership in Food Service Management Companies (위탁급식업체 중간관리자의 감성리더십 효과성 검증)

  • Kim, Hyun-Ah;Jung, Hyun-Young
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.36 no.4
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    • pp.488-498
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    • 2007
  • The purposes of this study were to: a) provide evidences concerning the effects of emotional leadership b) examine the impacts of emotional leadership on employee-related variables, 'job satisfaction', 'organizational commitment', 'organizational performance' and 'turnover intention', and c) identify a conceptual framework underlying emotional leadership. A survey was conducted from August 23 to November 3, 2005 to collect data from mid-level managers in food service company headquarters (N=219). Statistical analyses were completed using SPSS Win (12.0) for descriptive, reliability, factor and correlation analyses and AMOS (5.0) for confirmatory factor analysis and structural equation modeling. The main results of this study were as follows. First, the managers gave the highest point to their leaders in the emotional leadership competence 'organizational awareness : reading the currents, decision networks, and politics at the organizational level' and gave the lowest point in the emotional leadership competence 'influence: wielding effective tactics for persuasion'. Second, the means of job satisfaction was above the midpoint (3 points). Employees' job satisfaction with 'coworkers' was relatively high. However, the extents of satisfaction with 'payroll' 'promotion', and 'work environment' were relatively low. Third, the organizational commitment was above the midpoint (3 points). In the organizational commitment, 'loyalty' factor was higher than 'commitment' factor. Fourth, the means of organizational performance was above the midpoint. The highest organizational performance variable was 'internal efficiency; trying to reduce cost' and the lowest organizational performance variable was 'internal fairness ; equitable treatment and all are treated with respect with no regard to status and grade'. Fifth, most respondents intended on 'thinking of quitting ; towards turnover process'. Sixth, the test of hypothesis using structural equation modeling found that emotional leadership produced p[Isitive effects on job attitude and job performance. Emotional leadership enhanced job satisfaction and organizational commitment, and in turn, employees' attitude positive effects on organizational performance; emotional leadership also had a direct impact on organizational performance

A Study on the Diffusion Factor of e-finance (e-Finance의 확산요인에 관한 연구)

  • Kim, Min-Ho;Song, Chae-Hun;Song, Sun-Yok;Cha, Sun-Kwon
    • International Commerce and Information Review
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    • v.4 no.2
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    • pp.253-277
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    • 2002
  • Nowaday, the advanced technology in information and communication has been leading the dramatic change of transaction paradigm expansion from physical basis to electronic one. As we know, financial services support most of financial exchange between two business parties. So the expansion of electronic transaction paradigm affects to every financial institutions which provide financial services. Thus, financial institutions have accepted e-Finance systems and providing internet financial services to live in the competition. The purpose of this study is to contribute the qualitative enhancement of its customer service, rapid diffusion and accurate strategy establishment for e-Finance industry in the user side. Through the literature review and factor and reliability analysis, this study selects six diffusion factors such as efficiency of perceived e-Finance, reliability and safety of e-Finance in perceived e-Finance itself's characteristic; confidence, technical factors and the customer service quality of e-Finance system in perception on e-Finance System; inclination to innovation in the personal characteristic. According to result of hypothesis verification by using logistics regression analysis, technical factors and the customer service quality of e-Finance system in perception on e-Finance System and inclination to innovation in the personal characteristic gave statistically positive effect to the diffusion decision at the significant level 0.05 and 0.01. However efficiency of perceived e-Finance, reliability and safety of e-Finance in perceived e-Finance itself's characteristic didn't affect to diffusion decision and confidence of e-Finance system in perception on e-Finance System didn't have any statistical significancy. This study can be used as a basic material for the forward empirical study of diffusion factors in the user side and be able to apply to company and government policy making or embodiment, determination for customer service quality degree of financial institutions. But this study has some limitations like didn't touch satisfaction factors and its effect, only deal domestic customers and didn't use multi-regression analysis.

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The Effect of Mobile Advertising Platform through Big Data Analytics: Focusing on Advertising, and Media Characteristics (빅데이터 분석을 통한 모바일 광고플랫폼의 광고효과 연구: 광고특성, 매체특성을 중심으로)

  • Bae, Seong Deok;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.24 no.2
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    • pp.37-57
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    • 2018
  • With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.