• International Journal of Knowledge Content Development & Technology
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• v.1 no.1
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• pp.7-24
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• 2011

This study aims to measure the impact of these two variables on consumers' 'click-through' rates (the number of users that click on the ad compared to the number of times the ad is delivered). The result is as follows. First, search ads play a critical role in drawing consumers to advertisers' websites. Once search ads are placed, the number of visitors increased tenfold. Secondly, when search ads are keyed to highly-involved words such as 'IDC', 'hosting' and 'co-location', click-through rates significantly fluctuate according to the type of advertising message. In this case, consumers respond much more positively to ads highlighting credibility and product quality than to ads with emphasis on sales and events. Thirdly, the placement of search ads also matters. The ad placed first in the search list overpowers ads in the third or fifth place in terms of click-through rates. However, there was no significant difference of click-through rates between ads in the third place and ads in fifth. Lastly, when estimating which variable plays the bigger role in bringing traffic to advertisers' websites, consumers are more receptive to the substance of the advertising message than to its placement, under the circumstances of high involvement.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.17-32
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• 2022

This study aimed to examine the effect of ad attributes on engagement, the mediating effect of engagement on the relationship between ad attributes and advertising effectiveness (attitudes toward ads, continuous intention to search, and e-WOM intention), and the differences in advertising effectiveness at different levels (low vs. high) of curiosity toward fashion video ads in the online context. For this purpose, a total of 408 responses were collected from consumers who were aged 20-40 years and had viewed fashion video ads via PC/mobile channels in the preceding six months. The results showed that three advertising attributes, namely informativeness, entertainment, and personalization, were significant predictors of engagement. Additionally, engagement had a significant mediating effect on the relationship between entertainment and ad effectiveness. Moreover, both informativeness and entertainment had a significant direct effect on the behavioral intention to search and engage in e-WOM. At the high-curiosity level, engagement had a significant influence on ad attitudes and e-WOM intention. In contrast, at the low-curiosity level, entertainment had a significant influence on e-WOM intention and continuous intention to search. These findings are meaningful in that they extend the advertising attitude model to fashion video ads in the online context.

• Journal of Information Science Theory and Practice
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• v.5 no.4
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• pp.6-25
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• 2017

In this paper, a large-scale study on users' understanding of search-based advertising is presented. It is based on (1) a survey, (2) a task-based user study, and (3) an online experiment. Data were collected from 1,000 users representative of the German online population. Findings show that users generally lack an understanding of Google's business model and the workings of search-based advertising. 42% of users self-report that they either do not know that it is possible to pay Google for preferred listings for one's company on the SERPs or do not know how to distinguish between organic results and ads. In the task-based user study, we found that only 1.3 percent of participants were able to mark all areas correctly. 9.6 percent had all their identifications correct but did not mark all results they were required to mark. For none of the screenshots given were more than 35% of users able to mark all areas correctly. In the experiment, we found that users who are not able to distinguish between the two results types choose ads around twice as often as users who can recognize the ads. The implications are that models of search engine advertising and of information seeking need to be amended, and that there is a severe need for regulating search-based advertising.

• Journal of Electrical Engineering and Technology
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• v.13 no.2
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• pp.580-590
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• 2018

Active distribution system (ADS) considering distributed generation (DG) and electric vehicle (EV) is an effective way to cut carbon emission and improve system benefits. ADS is an evolving, complex and uncertain system, thus comprehensive model and effective optimization algorithms are needed. Battery swapping station (BSS) for EV service is an essential type of flexible load (FL). This paper establishes ADS planning model considering BSS firstly for the minimization of total cost including feeder investment, operation and maintenance, net loss and carbon tax. Meanwhile, immune binary firefly algorithm (IBFA) is proposed to optimize ADS planning. Firefly algorithm (FA) is a novel intelligent algorithm with simple structure and good convergence. By involving biological immune system into FA, IBFA adjusts antibody population scale to increase diversity and global search capability. To validate proposed algorithm, IBFA is compared with particle swarm optimization (PSO) algorithm on IEEE 39-bus system. The results prove that IBFA performs better than PSO in global search and convergence in ADS planning.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.6 no.5
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• pp.1373-1387
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• 2012

Contextual advertising is an important revenue source for major service providers on the Web. Ads classification is one of main tasks in contextual advertising, and it is used to retrieve semantically relevant ads with respect to the content of web pages. However, it is difficult for traditional text classification methods to achieve satisfactory performance in ads classification due to scarce term features in ads. In this paper, we propose a novel ads classification method that handles the lack of term features for classifying ads with short text. The proposed method utilizes a vocabulary expansion technique using semantic associations among terms learned from large-scale search query logs. The evaluation results show that our methodology achieves 4.0% ~ 9.7% improvements in terms of the hierarchical f-measure over the baseline classifiers without vocabulary expansion.

• Journal of Navigation and Port Research
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• v.33 no.10
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• pp.685-690
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• 2009

International Maritime Organization (IMO) recommends the installation of an Automatic Identification System (AIS) according to requirements by SOLAS to avoid maritime collision. AIS provides traffic information of other ships that may be used for maritime traffic control, SAR (Search and Rescue) and collision avoidance to apply safety management. In this paper, preliminary results to implement an aeronautical surveillance transceiver using AIS transceiver based on ADS-B concepts are described. Although altitude information is not required for AIS since the AIS is operated at MSL (Mean Sea Level), altitude information can be extracted by a GPS (Global Positioning System) chip-set in the AIS transceiver. ADS-B transceiver is implemented by defining a surveillance message format including the altitude information and modifying SOTDMA (Self-Organizing Time Division Multiple Access) protocol. Ground tests and flight tests are performed to validate the implementation results.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2009.06a
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• pp.19-20
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• 2009

International Maritime Organization(IMO) recommends the installation of an Automatic Identification System(AIS) according to requirements by SOLAS Chapter 5 to avoid maritime collision. AIS provides traffic information of other ships that may be used for maritime traffic control, SAR(Search and Rescue) and collision avoidance to apply safety management. In this paper, preliminary results to implement an aeronautical surveillance transceiver using AIS transceiver based on ADS-B concepts are described. Although altitude information is not required for AIS since the AIS is operated at MSL(Mean Sea Level), altitude information can be extracted by a GPS chip-set in the ALS transceiver. ADS-B transceiver is implemented by defining a surveillance message format including the altitude information and modifying SOTDMA protocol. Ground tests and flight tests are performed to validate the implementation results.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.202-211
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• 2020

This study examined the effects of online search service users' experiences on search satisfaction by the types of main search results. As a result of the survey, the negative experience of using the search result in the specific service area among the integrated search results is the most irrelevant regardless of the type of search result with the lowest usage rate. In particular, users are often exposed to advertising information and valuable or low useful information, and information inaccuracy, bias, and personal information leakage experience are relatively higher than other search results. Satisfaction by type of search result of online search service showed only difference in interest of search result, and no other satisfaction factor was found by type of search result. Looking at the experience factors that affect the satisfaction of each type of search results, in the case of general integrated search results except search websites such as search ads and search ads, the more accurate information is provided, the more satisfied the search results are. In the case of, the provision of high value and useful information has a positive effect on satisfaction. After all, it is implied that online search service providers should consider the highest priority for improving the service, improving the accuracy of information and the value and usefulness of information.

• Journal of Advanced Navigation Technology
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• v.19 no.4
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• pp.265-277
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• 2015

Automatic dependent surveillance-broadcast (ADS-B) is the core technology of communication, navigation and surveillance/air traffic management (CNS/ATM), automatically broadcasts its own position information using GNSS and has an advantage of lower geological constraints and faster update speed compared with legacy radar systems. EUROCONTROL defined all purpose structured eurocontrol surveillance information exchange (ASTERIX) CAT.021. ASTERIX CAT.021 is modified several times, but it has compatibility issues with previous version of it. In this paper, we have designed an efficient message processing module regardless of the version of ASTERIX CAT.021. This implemented module generates patterns to collect messages received from the network, after that, received messages are processed in the routine that is defined in accordance with the patterns.

• The Korean Society of Law and Medicine
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• v.18 no.1
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• pp.103-141
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• 2017

The (Korean) Medical Services Act revised in 2009 introduces the accreditation of specialty hospital. When a hospital meets prescribed standards, passes a board review, and is accredited as a specialty hospital by the Minister of Health and Welfare, then it may use 'specialty hospital' in its name and certification mark of specialty hospital. The problem is that the (Korean) Fair Trade Commission and the (Korean) Ministry of Health and Welfare, both of which have authorities to regulate advertising in general and in health care service in turn, announced the guidelines to prohibit internet (portal) service providers to provide keyword search ads service using key-words such as 'specialty' or 'specialized in' for those who are not accredited by the Minister of Health and Welfare. In this article, whether these guidelines can be justified by the current regime and whether the current specialty hospital policy is agreeable would be examined. To do this, the legal nature of accreditation of specialty hospital, the limit of advertisement regulation, the law of keyword search ads, and the liability of internet service providers also would be analyzed.