광고 효과 연구를 위한 방법론적 소고

신현신 京畿專門大學 2001 京畿專門大學 論文集 Vol.- No.29

Changes in media environment and consumer concept are the most fundamental and direct factors which influence on advertising campaign effect. This essay explores several issues related with advertising effect research, especially focusing on media environment, changes in consumer and advertising message processing. This essay, also, discusses alternative research methodology, such as qualitative research, to overcome existing research's problems and limitations.

관여와 프로그램이 광고에 대한 태도에 미치는 영향

신현신 京畿專門大學 1997 京畿專門大學 論文集 Vol.- No.25

The Roles of Brand Reputation, Product Information and Discount Rate in Mobile Advertisement

신현신 한국무역연구원 2016 무역연구 Vol.12 No.1

As the use of smart-phone has increased, companies show the tendency to provide product information not only through the four main media (TV, radio, magazine and newspaper), but also through mobile media. This study sought to understand the impact of brand reputation and product information on consumers’ attitude in mobile advertising and explored whether or not information on discount which are provided through mobile information have any moderating effect. To pursue the objectives, the impact of brand reputation (high/low) and product information (yes/no) on brand attitude and product attitude was verified. Empirical analysis used a 2 × 2 × 2 experimental design to test the role of adjusting the discount rate. The empirical results show that the attitude of the consumer toward brand and product is positive if the brand reputation is high and when there is product information. In addition, impact on the product attitude is positive. The moderating effect of discount rate is statistically significant in that brand reputation has an effect on brand attitude and product attitude. The conclusion contains the summary and discussion of the research results.

뉴스의 담론분석

신현신 京畿專門大學 1995 京畿專門大學 論文集 Vol.- No.23

미디어 교육에 대한 연구

신현신 京畿專門大學 1999 京畿專門大學 論文集 Vol.- No.27

Media literacy has been defined as the ability to access, analyze, evaluate, and communicate messages in a wide variety of forms. It is a term used by a growing number of scholars and educators to refer to the process of critically analyzing and learning to create one's own message in print, audio, video, and multimedia. Its emphasis is on the learning and teaching of these skills through using mass media text in primarily school-based context. Media literacy, though, is a concept whose broad definition and range of applications lead to diverse approaches, creating some intriguing conflicts and tension. Educators and scholars with disciplinary backgrounds in many studies may vigorously defend one's own understanding of what it means to access, analyze, evaluate, or create media texts without a full awareness of the extent of the complexity, depth, or integrity of various other approaches. In this essay I describe the history of education for media literacy, tracing its evolution from its Leaviste origins, through the advent of cultural studies to the more explicitly political approaches. These approaches reflect a gradual democratization of the curriculum, as well as a form of cultural or political protectionism. I also discuss recent moves beyond this approach, resulting from changing views of young people's relationship with the media, and from classroom-based research. I outline contemporary media education in some countries.

체험 마케팅이 브랜드 태도 및 관계의 질에 미치는 영향 -플래그 쉽 스토어를 중심으로-

신현신,이항 한국디자인문화학회 2011 한국디자인문화학회지 Vol.17 No.2

The purpose of this study was to examine the effect of experiential marketing on brand attitude and relationship quality in flagship store. Specially, this study intended to identify the dimensions of experiential marketing in retail store and to examine the relationships among experiential marketing dimensions, brand attitude, and relationship quality. To this end, data collected from 190 sales persons and university students who experienced flagship store was analyzed using structural equation modeling (SEMs). The results indicated that five experiential marketing factors such as sense, feeling, thinking, acting and relating, have a positive relationship with relationship quality and customer satisfaction. These findings have implications for the most effective creative managing experiential marketing to arouse customer’s interest in the course of brand experience. 본 연구는 과거에 비하여 소비생활의 가치관이 다양해지면서 이에 따른 유통환경 역시 급속한 변화에 직면하게 되었고 보다 개성화되고 전문화된 리테일 샵이 등장하게 된 경향에 주목하여, Schmitt의 전략적 체험모듈을 바탕으로 한 체험이 고객들의 브랜드 태도 및 관계의 질에 어떠한 영향을 미치는지를 규명하고자 하였다. 또한 그에 따라 고객의 만족도가 향후 고객의 재방문에 어떠한 영향을 미치는 가를 분석함으로써 새로운 형태의 소매업으로서 플래그쉽 스토어가 보다 효율적으로 운영될 수 있는 전략적 방안을 탐색해 보는데 연구의 목적이 있다. 이를 위하여 전략적 체험 모듈을 중심으로 (SEMs) 체험마케팅과 브랜드 태도간의 관계를 문헌적 고찰을 통하여 분석하였고, 체험적 요소가 브랜드 태도에 영향을 미쳤을 경우 브랜드 태도와 관계의 질, 고객만족과 재방문간의 관계가 어떠한 영향을 미치는가를 선행연구를 중심으로 분석하였다. 이러한 이론적 분석결과를 검증하기 위하여 S전자 플래그쉽 스토어를 방문한 경험이 있는 직장인과 대학생들을 대상으로 설문조사를 실시하여 자료를 수집하였고, 체험마케팅 요소와 브랜드 태도, 관계의 질, 고객만족과 재방문간의 관계를 알아 볼 수 있는 구조모형을 분석하기 위하여 구조방정식 모형(SEM) 을 활용하여 요인간의 관계를 분석하였다. 그 결과 본 연구에서 설정한 체험마케팅의 5가지 요인 중 4가지 요인이 (감성,감각,인지,관계) 응답자의 브랜드 태도와 정의 관계가 있는 것으로 나타났으며, 응답자의 브랜드 태도 역시 관계의 질에 정의 관계를 갖는 것으로 나타났다. 또한 관계의 질 역시 플래그쉽 스토어의 재방문 의도와 정의 관계를 갖는 것으로 나타났다. 본 연구의 결과는 플래그쉽 스토어의 주요 마케팅 전략으로서 체험 마케팅이 효율적으로 적용될 수 있다는 것을 실증적으로 검증하였을 뿐 아니라 소비자들과의 다양한 방식의 커뮤니케이션을 통한 체험 마케팅 전략이 어떻게 운영되어야 하는지에 대한 시사점을 도출하였다.

Multiple Functions of Mobile Media Advertisements: A Focus on Mediating Variables

신현신 한국무역연구원 2014 무역연구 Vol.10 No.2

Since the 2000s, the advent of the Internet and the rapid growth of mobile communication have radically changed the roles and concepts of media as older generations knew it. Such change leads over-the changes in the entire digital media industry as well as the life- style of the media users. In order to understand the characteristics of mobile media and mobile advertisements, which have brought about such a radical change in media, it is necessary to have a deeper understanding on the uses of mobile media including mobile advertisements. Also, interactive-media advertising is a new field with many opportunities for emergent research. In this study, a survey was conducted to collect the relevant study data. Using SPSS 17.0 software, analyses of the collected data was done through factor analysis and multiple regression analysis. Results show that of the six elements of mobile advertisements, entertainment and economy had significant influence over users’ absorption, while entertainment and informativeness had a significant influence over intrusiveness. On the other hand, intrusiveness had a negative impact on the attitude of mobile users toward advertisements, however, intrusiveness did not have a significant influence over the intention to verbally communicated messages. With such results, it was possible to suggest a differentiated strategy through various efficacy analyses depending on which elements of the mobile advertisements wielded their influences.

광고에 대한 사회적 평가의 양면성

신현신 京畿專門大學 1998 京畿專門大學 論文集 Vol.- No.26

This study shows two aspects of the evaluation on advertising, critics and defenses. Many critics maintain that advertising creates demand that would not exist in its absence by manipulating people's normal motivational impulse. Advertisers, it is held, manipulate people by subtle false reality and fantasy, by creating a magic show that makes it hard to tell what one's real needs are or where to draw to line between sensible behavior and careless overindulgence. Some say that advertising is a powerful mechanism that distorts our whole society's values and priorities, resulting in an overemphasis on the private pursuit of material satisfaction. The defenses for advertising are in essence remarkably simple. Advertising is part and parcel of a highly industrialized, maker-oriented society. Information and persuasion from uncounted sources swirl around all individuals who live, work and shop in this setting. Both informative and persuasive communications are vital and indeed necessary ingredients of decision making process in politics, in social relations and in the market places. Advertisements include both communication formats constitute only one ingredient in the marketing mix and not a particularly outstanding one at that. Both the usual criticism and the usual defenses end up at the same point, although they arrive there by quite different routes. In the defenses, as in the criticisms, we are hard-pressed to identify either advertising's uniqueness as a form of modern mass communication or its unique place and function among the many overlapping social forces in our society.

대중문화와 능동적 수용자

신현신 京畿專門大學 1994 京畿專門大學 論文集 Vol.- No.22

Effects of Attributes Factors of Brand Webtoon on Purchase Intention: Intention of Word of Mouth as a Mediating Variable

신현신 한국무역연구원 2017 무역연구 Vol.13 No.5

Recently, in addition to the existing banner advertisements, brand webtoons and campaigns are now being released. The purpose of this study is to verify the effect of advertising on the constituents of brand webtoons, specially to investigate the influence of entertainment, informativeness, work ability and relevance in terms of composition of brand webtoons on the intention of purchase and word of mouth. Furthermore, the purpose of this study is to investigate the effect of brand webtoons on purchase intention through the mediating variable of word of mouth. The main results of this study are as follows. First, entertainment, workability, and relevance, but not informativeness, have a significant effect on word of mouth. Second, among the factors of brand webtoons, entertainment, informativeness, and workability, but not relevance, have a significant effect on purchase intention. Third, as a result of examining the influences of constituent factors of brand webtoons on purchase intention through word of mouth, it was found that entertainment and workability but not informativeness, had a partial mediating effect, while relevance had a full mediating effect. This study, through the verification of the advertising effect of the brand webtoons, will help webtoon brand developers with webtoon advertisement.