전문대학 광고관련학과 교육과정에 대한 전문가 및 졸업생들의 인식에 관한 연구

김현애 ( Hyun-ae Kim ) 한국고등직업교육학회 2008 한국고등직업교육학회논문집 Vol.9 No.4

The purpose of college education related advertising is to train advertising professionals. To achieve this goal, colleges are emphasizing practical hands-on approach to education in the advertising field. This research will find out how much practical knowledge and ability graduates of advertising college programs have in their respective fields and how the advertising industry judges the quality of graduates in terms of their knowledge and ability in advertising. From the research we will provide the basic data from which colleges can develop an effective advertising curriculum. To properly train advertising professionals, we have selected the following fields of study as necessary education needed to succeed in the ad field: critical theory, creative ability, practical ability, technical skills, basic knowledge of humanities and foreign language skills. The research has shown that advertising professionals acknowledge the lack of knowledge and ability of college graduates of advertising departments as do the graduates themselves when working in the professional field. Based on data provided by graduates currently working in advertising fields, there is a need for well-trained graduates from advertising related departments. In order to achieve this we need to restructure the curriculum of the colleges to be more effective in educating future advertising professionals.

청소년 보호를 위한 ‘선정적 광고’의 규제에 대한 재고: ‘선정적 광고’의 의미를 중심으로

조재영 한국융합학회 2018 한국융합학회논문지 Vol.9 No.2

Recently, it has been continually researched that the advertising regulation should be tightened since suggestive advertising in Internet affect more negatively juveniles. Most of the researches seem to overlook an important fact that the objects of the researches, suggestive advertising are different from the harmful advertising to juveniles defined by the Juvenile Protection Act because they approached with ethical perspectives, not legally. It can be judged that the suggestive advertising in the past researches are not actually harmful advertising regulated by the Act, so the suggestive advertising should be properly managed for protecting juveniles, not banned. In this context, this study suggested that more proper and reasonable advertising regulations in Internet environment for protecting juveniles, with reviewing the problems of regulation system of media product harmful to juveniles, focusing on the differences between 'suggestive' and 'harmful' advertising to juveniles by the Act. 최근 청소년 보호의 시각에서 인터넷의 선정적 광고가 청소년에게 미치는 부정적 영향이 증가하기 때문에 규제를 강화해야 한다는 연구가 지속되고 있다. 그런데 이 대부분의 연구들은 법적 차원이 아닌 윤리적 차원에서 접근하였기에 그 연구의 대상인 선정적 광고들이 청소년보호법에서 규정한 청소년유해매체물로서의 광고와는 다름에도 불구하고 이 점을 간과했다고 사료된다. 기존 연구들이 제시한 선정적 광고들은 청소년보호법 상의 청소년유해매체물은 아닌 것으로 판단되기에 청소년으로부터의 ‘금지’가 아닌 청소년을 위한 ‘관리’적 차원의 규제 방안이 필요하다 할 것이다. 이러한 맥락에서 본 연구에서는 청소년유해매체물 규제 제도의 문제점을 검토한 후, ‘청소년유해매체물로서의 광고‘와 일반적으로 지칭되고 있는 ‘선정적 광고’의 차이에 대해 논의하고 인터넷 환경에 적합하면서도 합리적인 광고 규제 방안을 제시하였다.

정치광고 길이가 유권자의 반응에 미치는 영향

김광협,탁진영 한국정치커뮤니케이션학회 2010 정치커뮤니케이션 연구 Vol.0 No.18

The purpose of this study is comparing advertising effects from 15, 30, 60 seconds advertising length. Advertising effects measured in this study are recall and recognition of advertising contents, attitudes toward advertising and the candidate. Additionally, this study tries to examine cross media advertising effects. According to the study results, there are differences between responses to 15, 30, 60 seconds advertising length. Especially, in issue advertising, recall and recognition of advertising contents are different between 15 second advertising and 30 or 60 second advertising. In image advertising, 15 and 30 second advertising are different from 60 second advertising in recall and recognition of advertising contents. Secondly, cross media advertising(TV and Internet) are observed as having somewhat effects. 이 연구의 주된 목적은 광고 집행에서 일반적으로 사용되는 15초, 30초, 60초 등의 광고 길이에 따른 수용자의 광고 내용에 대한 인지효과, 후보자에 대한 태도와 광고에 대한 태도 등의 감정적 효과를 중심으로 광고 효과를 비교하여 다양한 광고 길이를 가진 정치광고의 효과를 비교하고 밝히는 것이다. 두 번째 실험으로는 정치광고에 도입되기 시작한 새로운 방법인 크로스 미디어 광고의 가능성을 검증하였다. 이 연구의 결과에 의하면, 일단 15초, 30초, 60초 광고 길이에 따른 수용자의 인지적 반응에서 그 뚜렷한 차이가 관찰되었다. 이런 광고 길이 효과를 이슈 광고와 이미지 광고로 구분하여 관찰하면, 이슈 광고에서는 재인과 회상 모두에서 15초 광고에 대한 반응과 30초, 60초 광고에 대한 반응 사이에 뚜렷한 수용자의 인지 차이가 관찰되었고, 이미지 광고에서는 15초 광고에 대한 반응과, 30초, 60초 광고에 대한 반응 사이에서 분명한 수용자의 인지 차이를 관찰할 수 있었다. TV와 인터넷 홈페이지 주소 간의 결합을 이용하는 가장 기본적인 형태의 크로스 미디어 광고 방법의 효과에 대한 결과에서는 광고에서 제시된 후보자의 인터넷 주소를 수용자들이 어느 정도 기억하는 효과가 있는 것으로 관찰되었다

The considerable new way in outdoor advertising which provided by the preferences of audienced : A study on the finding a new way to provide customized advertising contents to the audiences

CHANG Chi-Hsiang 한국디자인학회 2010 한국디자인학회 학술발표대회 논문집 Vol.2010 No.10

Advertising is everywhere, and advertising spending is huge. Advertising is there, but do you really see it? Too much advertising can be seen, but how many can we remember, how many do we need and like? For the advertising providers, they spend lots of money on the advertising, but how many targeted audiences they really reach? Thus we have to take seriously of evaluating the effects of the advertising, or to find the way to provide the advertising message to the right audiences precisely. Nowadays, we can see some changes in the internet advertising. In the internet world, advertiser can provide different kinds of way in advertising, something like interactive, something like customized. And since audiences will have the other identity in the internet world, it results in that the advertising can more precisely reach the targeted audiences, and makes the advertising really effective. The main idea of the research is to find the same style of this customized advertising way in outdoor advertising, and evaluate this new proposal if it's really effective. In the end, we can know that how the audiences really feel if they really receive the contents they want.

Advertising versus Sales Promotion: An Examination of the Japanese Food Industry, 1976-2008

Changju Kim,Yingzi Xu,Kenneth F. Hyde 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.4

The issue of increasing sales promotion at the expense of advertising has been examined with growing concern over the last two decades. This study provides an exploratory analysis of the issues of allocation of marketing communication budget in the Japanese food industry: advertising for the long-term versus sales promotion for the short-term. Based on data collected from Nikkei Need-FinancialQUEST (Nikkei Digital Media, 2011), an increase in marketing budget allocated to sales promotion relative to advertising was observed in a time series analysis study from 1976 to 2008. The use of sales promotion budget has a two-fold effect on financial performance: the sales promotion budget is positively related to sales volumes and negatively related to profitability. Managerial implications of these findings and areas for future research are discussed. Research shows the weakened power of traditional advertising in a diversified media environment; the growth rate differential of sales promotion relative to advertising has become noticeable in recent years (Kim, 2010; Li, Lee, Lee, and Griffin, 2011). However, in spite of qualitative and quantitative research in the last two decades, there is a gap concerning the outcomes of advertising and sales promotion budget allocation decisions in the industrial sector. The aim of this article is to give a better understanding of whether the paradigm shift in budget allocation from advertising to sales promotion exists, and if this is the case, how marketing firms’ financial performance is affected in regards to sales volume and profitability. To address these issues, this study examines the budget allocation decisions for advertising and sales promotion from the perspective of short-term versus long-term objectives (Quelch, 1983; Achenbaum and Mitchel, 1987; Buzzell, Quelch, and Salmon, 1990; Jones, 1990; Low and Mohr, 1999, 2000; Rossiter and Percy, 1997). The issue of increasing sales promotion at the expense of advertising has been viewed with growing concern by both practitioners and academics over the last two decades. In this context, considerable attention has been paid to the fundamental changes in the advertising-to-sales promotion ratio (Quelch, 1983; Johnson, 1988; Buzzell, Quelch and Salmon, 1990; Messinger and Narasimhan, 1995; Ailawadi, 2001). Partly as a result of the growing buying power of retailers, manufacturers have been reducing their commitment to advertising activities and spending much more on trade promotion and consumer promotion. The rapid growth in the relative proportion of trade promotion compared to total sales promotion is remarkable. This study seeks to identify the changes in the relative emphasis on communication strategy at the industry level in Japan over an extended period of time. Therefore, we propose:H1: The proportion of the marketing communications budget allocated to sales promotion, versus advertising, has increased in Japan. H2: The proportion of the marketing communications budget allocated to sales promotion increased sharply around the time of the collapse of the bubble economy in 1991. In regard to consumer package goods manufacturers, the growth rate of sales volume may be lower than of the growth rate for sales promotion (Teramoto, 2001). This is not surprising due to the saturated market in Japan. A short-term perspective is defined as the degree to which management emphasizes short-term objectives and tasks, generally one year or less, and thus encourages short-term results (Burke, 1984; Rossiter and Percy, 1997). The short-term results of a sales promotion strategy are illustrated in an increase in sales volume. Yet the effect of sales promotions on sales volume does not last particularly long. This is because the carry-over effects of sales promotions are relatively low, compared with the level of purchase during the promotion period (Cotton and Babb, 1978). Often a company using sales promotion aggressively has a difficult time selli...

광고의 기능과 광고태도간의 관계성에 관한 한국과 중국소비자 인식 비교

김나미,유승엽 한국소비자·광고심리학회 2014 한국심리학회지 소비자·광고 Vol.15 No.1

The purpose of this study was to investigate the following questions: First of all, What is the awareness of the function of advertising to consumers in Korea and China, respectively? Second, the ads feature recognition between them there is a difference? Third, there is a difference in the awareness of differences in advertising between these attitudes of advertising recognition and advertising attitude to recognize the relevance? The results of this study are as follows. First, the ad features the results of factor analysis yielded seven factors. ie, Promoting consumerism, formation of cultural consumption, the model dependence, social graces inhibition, mistrust advertising, fun and entertaining, and providing information. Second, Korean and Chinese consumers recognize the difference between verification advertising results showed no significant difference. Consumers in China than in Korea's consumer awareness about the ad features negative. Third, Korea's favorable score from the overall attitude toward advertising than consumers in China's consumers were. Fourth, economic and cultural functions of advertising awareness of Chinese consumers contributed to form a positive attitude toward advertising has been. Finally, the ads feature Korean consumers' attitude toward advertising in the most affecting factor was the formation of a culture of consumption. Notable result of the advertising model dependence and fun entertainment aspect is that it has a huge impact on attitude toward advertising. The results of this study is expected to give to the future, the company plans to enter the Chinese market, the basic data to formulate a strategy for the Chinese market and advertising field. 본 연구는 한국과 중국의 소비자를 대상으로 광고기능 인식이 어떠한가, 광고기능 인식에 차이가 존재하는가, 광고태도에 대한 인식에서 차이가 있는가 및 광고인식과 광고태도 관련성에 차이가 있을 것인가 등에 대해 의문을 확인하고자 하였다. 연구결과, 첫째, 광고기능 요인분석 결과 7개 요인이 산출되었다. 즉, 소비주의촉진, 소비문화형성, 모델의존성, 사회품위저해, 광고불신, 재미오락성, 정보제공이었다. 둘째, 한중 소비자의 광고인식 차이검증 결과 한국과 중국소비자 인식에 유의미한 차이가 나타났다. 한국의 소비자들에 비해 중국의 소비자들은 광고기능에 대한 인식이 부정적이었다. 셋째, 한국의 소비자들은 중국의 소비자들에 비해 전반적인 광고태도 점수에서 호의적인 것으로 나타났다. 넷째, 중국소비자들의 경우 소비문화형성과 소비주의촉진과 같은 광고의 경제적/문화적 기능에 대한 인식이 긍정적 광고태도를 형성하는데 기여하고 있다. 끝으로, 한국소비자의 경우 광고태도에 가장 영향을 미치는 광고기능 인식요인은 소비문화형성으로 나타났다. 주목할 만한 결과는 광고의 모델의존성과 재미오락성 측면이 광고태도에 큰 영향을 미친다는 점이다. 본 연구결과는 향후 중국시장에 진출을 계획하고 있는 기업들에게 중국 시장 광고 전략을 세우는데 기초적인 자료를 제공해 줄 것으로 기대한다.

The effect of advertising appeal type on Chinese college students‘ attitude toward advertising message - Exploring the moderation effect of brand type -

임창만,강민정 사단법인 인문사회과학기술융합학회 2019 예술인문사회융합멀티미디어논문지 Vol.9 No.8

Through this study, this study wants to confirm the persuasion of guilt-inducing advertisements. Specifically, we demonstrated whether the attitude to advertising messages depends on the type of brand (private brand vs. national brand) and advertisement message causes (guilt-inducing message vs. non guilt-inducing message). As the market economy develops rapidly, companies look for new marketing methods, among them, convincing advertising messages are important because advertising gives consumers good feelings about a company's products or services and favorably alters consumers' attitude toward its brand. Advertisements are classified by type into rational and emotional claims. Advertisements of the type of rational appeal, which values performance, characteristics, etc. and those of the type of emotional appeal, are important to enhance the favorable attitude toward advertising by inducing consumer sentiment and empathy. There have been studies of the persuasion of guilt-inducing advertising, one of the types of emotional claims, because it causes consumers to feel guilty and changes in behavior to reduce it. Based on existing research, this study aims to reveal the interactive impact of advertising claims types (guilt-inducing advertising versus guilt-free advertising) and brand types (private brands versus national brands) on attitudes toward advertising messages.

의류광고 관여와 소구 유형에 따른 광고효과 : 20~30대 직장여성을 중심으로 Focus on Working Women in the age of 20's and 30s'

홍병숙 한국의류학회 1999 한국의류학회지 Vol.23 No.7

The objective of this study was to search out the motive and it's degree of the advertising involvement and to verify how the consumer's reaction have influenced on the effect of the advertising. In this study, the questionaries used and objects were 236 working women from 20 to 39 years old. The datas were analyzed by reliability, mean, standard deviation, percentage, Duncan test, t-test, factor analysis, correlation, ANOVA and regression. The outcome of the analysis can be as follows: 1. Consumer's advertising involvement in the clothing goods was standing on 'Emotional', 'Expressional', or 'Economical' position. Among the factors affecting the consumer's behaviors, 'Usefulness', 'Like or Dislike or 'Uniqueness' are the major 3 bases for perceptive evaluation, 'Activity' 'Uncomfortableness' and 'Tranquility' are the 3 factors extracted from consumer's emotional reaction. 2. There was little difference in the size of advertising effect among the cluster types classified by each difference motive of the clothing advertising involvement. 3. Perceptive evaluation, of the types of advertising appeal the non-sex-appeal advertising was inclined to 'Usefulness' or 'likes', while the sex-appeal advertising depending rather highly on 'Uniqueness'. In respect of emotional reaction, 'Tranquility' was on non-sex-appeal advertising, while more 'Activity' or 'Uncomfortable' feeling were on sex-appeal advertising. 4. In the light of 'advertising style', 'brand image' or 'purchase stimulation' the non-sex-appeal advertising was rather favorable received by the consunmer's than the sex-appealing one. 5. All those surrounding factors, excluding the 'uniqueness' are closely co-related to purchase stimulation.

온라인광고 형식과 광고모델의 공신력이 광고기만성 인식, 브랜드 신뢰도, 브랜드 호감도에 미치는 영향에 관한 연구

전성덕,이영민 한국무역연구원 2019 무역연구 Vol.15 No.6

Purpose - This study fills in the literature gap relative to determining the type of advertisement presentation and advertising model that are is effective in boosting brand trust and brand preference. Design/methodology/approach - The study conducted a similar experiment on n=340 and conducted a Cronbach Alpha Coefficient and Two-way ANOVA analysis using the SPSS statistical program. Findings - The interaction effect between the advertisement presentation format and the advertising model was also examined empirically. Results showed that advertisement presentation format affects advertisement deception, by increasing advertisement deception. advertising deception was found to have an effect on reducing actual brand trust and brand preference. In addition, to increase brand trust and brand preference, the general advertising presentation format and the celebrity advertising model were more desirable advertising presentation formats. Research implications or Originality - This study has shown some very interesting results. In online advertising, general advertising was worth more than the advertising presentation format. Based on the results, it is expected that by empirically verifying the effects of adverts in online advertisements, they will be able to properly respond to the changed media environment and present strategic implications to those in charge of advertising.

Automatic Advertising Operation Method for Improving the Display Advertising Performance of Domestic Fashion e-Commerce Operators

Jung-Woo Lee(이정우),Seung-Cheon Kim(김승천) 대한전자공학회 2021 전자공학회논문지 Vol.58 No.10

글로벌 소셜 네트워크 서비스들이 광고 매체로 변화하며 제공하고 있는 네이티브 광고 중 Dynamic Ads는 광고를 좌우로 슬라이드하여 볼 수 있는 소재가 카탈로그 형태의 광고로, 이용자들에게 광고의 불쾌감과 거부감 등을 줄일 수 있어 광고 효과가 높은 광고이다. 광고주는 이 광고를 통해 노출하고자 하는 광고 소재들을 묶어 광고 소재 세트를 만들게 되는데, 광고주의 쇼핑몰에서 판매되는 상품들의 상태를 실시간으로 반영하지 못하는 문제가 있다. 본 연구에서는 쇼핑몰에서 판매되는 상품들의 상태를 주기적으로 반영하여 광고 소재를 업데이트 할 수 있는 알고리즘을 제안하고, 프로그램으로 구현한다. 기존 방식의 광고 운영과 제안하는 알고리즘으로 구현된 프로그램을 통한 자동 광고 운영의 광고 성과를 비교하여 제안하는 알고리즘의 유효성을 검증하였다. Among the native advertisements provided by global social network services as an advertising media, Dynamic Ads are catalog-type advertisements that can be viewed by sliding the advertisement left and right. The advertising material set consists of registering products that an advertiser or marketer wants to expose as advertising in advance. There is a problem in that the status of products sold in the advertiser"s shopping mall cannot be reflected in real-time. In this study, we propose an algorithm that can update advertising materials by periodically reflecting the status of products sold in shopping malls and implement them as a program. The effectiveness of the proposed algorithm was verified by comparing the advertising performance of the existing advertising operation and the automatic advertising operation through the program implemented with the proposed algorithm.