의료광고 소구유형에 따른 광고와 병의원 브랜드에 대한 태도 연구

이철영,우예순 한국브랜드디자인학회 2011 브랜드디자인학연구 Vol.9 No.3

본 논문은 최근 병·의원의 브랜드마케팅 활성화에 따라 대중매체 광고가 활성화되고 있음에도 불구하고 실증적 연구가 부족한 의료광고 크리에이티브에 대한 광고소구효과를 검증한 연구이다. 실험적 조사를 통해 광고 소구 유형에 따른 광고에 대한 소비자태도 차이를 분석하고, 의료광고에 대한 소비자태도가 병원태도와 방문 진료의향에 미치는 영향에 대한 연구 가설들을 검증하였다. 연구결과, 이성적 광고소구유형과 감성적 소구유형 광고 모두 병·의원에 대한 소비자의 태도에 유의한 영향을 미치는 것으로 나타났으며, 대체로 감성적 소구 광고가 이성적 소구광고에 비해 그 영향력이 높은 것으로 나타났다. 또한 광고에 대한 소비자 태도가 병·의원 브랜드에 대한 태도와 방문 진료의향에도 긍정적으로 전이되는 결과를 보여, 의료광고에서 크리에이티브 제작의 중요성을 직접 시사하는 연구결과를 보였다. Despite the fast growing case of hospital or medical clinic advertising, empirical research on this subject is rare. The purpose of this paper is to delve into the effects of different creative appeals on the consumers' attitudes to ward the clinic advertising and the advertised clinic, and to specify how they are related in affecting the consumers' attitudes toward the visiting intention. As results, informational appeals and emotional appeals both significantly influence the attitudes toward the clinic. Overall, the emotional appeal was found to exert stronger impact on the attitudes toward the clinic. In line with the past findings of related studies and theories on general products, study results show the evidence that advertising attitudes transfer to brand attitudes. The implications of these findings are instrumental in developing creative strategy guidelines and further research in this line should provide more insights in this field of subject.

Insulin-like Growth Factors(IGFs)의 가축의 번식과 성장에의 역할

이철영 忠北大學校 農業科學硏究所 1994 農業科學硏究 Vol.12 No.2

광고전략 기획자의 심리적 속성이 창의성과 지각된 업무성과에 미치는 영향에 대한 실증적 연구

이철영,이근형 한국방송광고공사 2009 광고연구 Vol.0 No.83

경쟁의 심화, 브랜드 간의 차별성 감소 추세 속에서 마케팅 활동 중 창의적 광고 활동에 대한 기업의 관심은 날로 증가하고 있고 관련 업계나 학계에서도 이와 관련된 연구가 다양하게 이루어지고 있다. 하지만 광고의 창의성에 관한 많은 연구들은 주로 광고물의 창의성, 즉 어떤 광고물이 창의적인 것인가 하는 점과 광고 제작 업무가 보다 창의적으로 진행될 수 있는 조직 차원의 요소나 특징 등에 주로 초점이 맞춰져 왔다. 그러나 효과적이고 창의적인 광고를 위해서는 이러한 시스템뿐만 아니라 실제 광고 산출 과정에 투입되는 인력의 창의성이 중요하게 고려되지 않을 수 없다. 따라서 본 연구는 근래 광고대행사가 보다 창의적 광고활동을 하기 위해 도입하고 있는 전략 플래닝 시스템에 발맞추어 전략 플래너를 중심으로 이들의 창의성을 결정하는 변인이 무엇이며, 이들 변인들의 상대적 효과가 어떠한지를 점검하고자 한다. 구체적으로 Carl Jung의 이론을 기반으로 창의성에 영향을 미칠 수 있는 개인의 심리 속성인 외향성, 직관, 이해성, 감성성이 창의성에 미치는 영향력을 점검하였다. 아울러 창의성이 업무성과에 긍정적인 영향을 미칠 수 있다는 다른 영역의 논의를 바탕으로 창의성이 실제로 광고영역의 성과에 긍정적인 영향을 미치는지 확인하고 아울러 성과에 영향을 미칠 가능성이 있는 다른 변인들(내적요인 중심사고, 개방성)의 효과를 함께 살펴봄으로써 이들 변인들 간의 구조적 관계에 대한 이론 및 실무적 시사점을 제시하였다. Ad agencies have made a great deaf of efforts to enhance ad campaign creativity and marketing performances. One way to do that organizationally is to implement strategic planning system or account planing system. The account planning system aims more effective and creative ad campaign with an emphasis on the in-depth analysis of consumers for the development of effective ad campaigns. Ad agencies, on one hand, focus their management on the quality or creativity of individual advertisement, white they try to foster organizational creativity that would promote strategic planning and creative staffs to carry out their jobs in more creative ways. In fact, the importance of the creativity of an individual staff can't be overstated, but the reality is that the topic has long been neglected in the academic advertising research. This study is to make a particular reference to the individual staff, especially for the strategic planners in ad agencies, to discover what psychological attributes are related to the creativity and their performances. This is based on MBTI(Myers and Briggs) which originates from Carl Jung's typology. Secondly, there are few studies on the relationship between individual's psychological attributes and creativity, neither in specific fields such as advertising professionals. Thirdly, this study is to examine whether creativity is actually related to the ultimate performance. And, the effects of 'openness' and 'the locus of control' over the performance will be also examined. 231 ad campaign planners were interviewed as they were sampled conveniently. As results, this study indicates that extroversion[as opposed to introversion], intuition[as opposed to sensing], perception[as opposed to judging] are significantly re related to the creativity. However, unlike some of the past studies thinking(in the way of making decisions] is found to be more related to the creativity rather than 'feeling'. It seems that the subjects of this research are oriented toward logical decision making because their academic background comes mainly from cultural sciences or social sciences. The hypotheses related to the relationship between creativity and performance were supported, including marketing performance and feedback from organization and client, It reveals that creativity is highly related to the performance in the ad agencies. This research intend to delve into the relationship between psychological attributes and creativity for the advertising planners with particular concern to what factors influence performance including creativity. From the practical point of view, this research results hope to shed a new perspective on the development of recruiting and training system for ad agencies or advertising related jobs.

사찰건축의 수도생활공간 배치의 시대적 변천 과정

이철영 東國大學校 釋林會 2000 석림 Vol.34 No.-

서생포왜성의 구조와 축성방법 고찰

이철영,김성철 한국성곽학회 2011 한국성곽학보 Vol.20 No.-

울산광역시 울주군 서생면 서생리 진하해수욕장 서편 야산 구릉에 위치한 서생포왜성(西生浦倭城)은 임진왜란 시기에 가토 기요마사(加藤淸正)에 의해 축성되었다. 서생포왜성은 남․동해안 각지에 현존하는 30여개의 왜성 가운데 보존상태가 가장 뛰어나 왜성 연구의 최적지가 되고 있으며 임란 중 사명대사가 가토 기요마사와 4차례에 걸친 평화교섭을 진행하여 많은 외교적 성과를 거둔 역사적 장소이기도 하다. 또한 임진왜란 직후부터 1895년까지 약 300년 동안 조선 수군(水軍)의 동첨절제사영(同僉節制使營)으로 사용되었기에 근세기 한일간 축성법의 비교연구뿐만 아니라 성곽이용방식에 대한 상호 고찰도 가능하다. 이에 본 연구는 지금까지 주로 일본인 학자들에 의해 연구가 진행되었던 서생포왜성에 대한 조사연구를 진행함으로써 일차적으로는 왜성의 성곽구조와 체성 축조기법상의 특성을 밝히고 이차적으로 한국성곽과의 비교연구를 위한 기초 자료를 제공하고자 하였다. 연구방법으로는 일차적으로 문헌조사를 실시하고 이를 토대로 현장실측조사를 진행하였다. 그 결과 입지 및 평면형태, 성곽 내부의 공간구조, 虎口와 해자 등의 방어시설물, 체성 및 隅角部축조수법, 성벽의 기울기 등 서생포왜성의 제반 특성을 이해할 수 있게 되었다. The purpose of this study is that it is made clear the construction method of Japanese castle Architecture in Korea as I study the constrution method of Seosangpo-Japanese Castle in those days of Im-jin Japanese Invasion. Moreover, I intend to analyze the similarity and the difference between Seosangpo-Japanese Castle and Korean Castle Architecture by a comparative study. The result of the study is showed that Seosangpo-Japanese castle seemed to be built with the object of o long time stay rather than it was of strategic importance for the national defense. In addition, it was different from other Japanese Castle in Korea because the watch tower of it stood in the middle of stronghold and the watch tower stronghold dividing the round of it while that of it stood the corner of stronghold. The face stone used in importance part of watch tower, gate, and so on was mostly a timed hexangular stone. According to the construction method, the wall of castle made use of the Netak method except the gate, the support stronghold and the watch. The early mountain castle in Korea have this construction method in common.

조선시대 연변봉수(沿邊烽燧)의 배치형식 및 연대(煙臺)에 관한 연구

이철영,윤재웅,Lee, Chul-Young,Yoon, Jae-Woong 한국건축역사학회 2006 건축역사연구 Vol.15 No.5

Signal fire was a communication system which deliver urgent news by smoke and light. It informed the condition of the border to the central government and the military base rapidly. This research was to analyze the border signal-fire which is the main facility of military protective duty for safety of sea side in chosun dynasty. The results of this research were described separately as follows. 1. The border signal-fire has three types of facility layout, The majority was one-site, near two-site, separate type. The majority was near two-site type. 2. Plan configuration of signal-fire stand which is separated with circle, oval, round-rectangular and rectangular type roughly was constructed with circle type generally. Four types of signal-fire stand was observed in southern and western sea side impartially. However, in eastern side, circle type of signal-fire stand was mainly found. Therefore, regional characteristics could be considered partially. 3. The height of signal-fire stand was about 8~10m. The diameter of combustion chamber on the signal-fire stand was 2~3m in circle type, and the dimension of rectangular type was about $1.9{\times}1.9{\sim}3.2{\times}3.0m$. 4. Building base that protect ground moisture and infilteration of rainfall was found in 10 border singal-fire, the height of it was about 0.3m~2.5m.

조선시대 동해안지역 연변봉수에 관한 연구

이철영,김성철,Lee, Chul-Young,Kim, Seong-Chul 한국건축역사학회 2008 건축역사연구 Vol.17 No.2

This research was to analyze the border signal-fire which is the main facility of military protective duty for safety of sea side in chosun dynasty. The results of this research were described separately as follows. 1. Five types of site plan of signal-fire were observed, which is circle, half-circle, oval, round-rectangular. The majorities were circle type in eastern area. 2. Plan configuration of signal-fire stand which is separated with circle, rectangular type roughly was constructed with circle type generally. The height of signal-fire stand was about $2{\sim}3m$. The diameter of signal-fire stand was $8{\sim}10m$. Building base that protect ground moisture and infilteration of rainfall was found in 9 border singal-fire, the height of it was about $0.3m{\sim}2.5m$. 3. Trench was mainly circle type and average width was $3{\sim}4m$. However the depth was almost observed as 1m, originally, it was estimated it has more depth. 4. The height of protective wall remained until present was about 1m, the depth was about average 2.5m. 5. The storage of border signal-fire has rectangular dimension, several types of $1.8{\times}1.2m{\sim}5.7{\times}4.4m$, square(間) of $1{\times}1{\sim}2{\times}1$. The building material was stone and located below or near the signal-fire stand.

동북아 중심항만 구축을 위한 컨테이너 터미널의 개발 및 운영전략

이철영,최재수,박진수,채양범,신창훈 한국항해항만학회 1998 韓國港灣學會誌 Vol.12 No.2

This paper aims to suggest the strategies for Korea port, especially Busan to develope into a viable transhipment center and/or Hub port as the articulation points between mainline and feeder nets. To tackle this goal, the authors clarify the requirements for Korea port which will be critical in determining its position as Hub trough the careful analysis on competitiveness, environmental impact, port policy and capacity, transhipment traffic and inherent ability to generate traffic. The results are summerized as follows. (1) Coping with increasing container volumes, new investment is sustainedly necessary to increase the capacity and inherent ability of container port and create economies of scale. Moreover, increasing port capacity will increase the potential for the Korea port's inclusion into mainline rather than feeder networks. (2) Considering an increasing awareness of need for customer-oriented operations and service quality rather than simply a reliance on infrastructure-led efficiency, privatization of one sort or another and corporation of port have been key strategies in achieving greater efficiency in Korea containerport.

지방자치단체 관광산업 촉진을 위한 광고의 내용과 표현전략에 관한 연구

이철영,최재혁,김은희 대한지방자치학회 2007 한국지방자치연구 Vol.9 No.3

지방자치단체들은 지역개발 중요한 수단으로서 관광을 새롭게 인식하고 관광을 통한 지역경제 활성화 방안을 찾는데 고심하고 있다. 지방 관광산업은 지역특성을 다루고 있기 때문에 관광상품이라는 무형의 서비스는 지역적 특성을 핵심적 가치로 담고 있다. 본 연구에서는 지역을 알리는 가장 가시적인 도구 중에 하나이며 관광을 촉진하기 위한 관광광고의 정보내용과 표현전략을 살펴보고, 이를 기초로 관광산업을 촉진하기 위한 광고내용과 표현의 전략적 방향을 제안하고자 한다. 결과를 종합하면 각 지자체에서 실시하는 관광광고는 대체적으로 감성적 표현과 사실 정보 중심의 광고로 이원화된 경향을 보였다. 지역적 특성을 연계한 명칭형 헤드라인과 주장제안형 메시지의 전달을 통해 주로 이벤트·테마형 정보를 직접적으로 반영하고 있는 것으로 파악 되었다. 이러한 결과는 최근 지자체들의 관광상품이나 서비스가 특화된 전문화를 추진하고 있음에도 불구하고 관광촉진을 위한 광고전략에서는 아직 단순 정보제공과 사실적 내용에 중점을 두며 관광축제의 참여를 알리는 고지 형 메시지수준에 머물러 집행되고 있음을 알 수 있다. 지역별 특화가 관광산업 촉진에 중요한 요소임에도 불구하고 지자체의 관광광고 유형이 상당히 획일적임이 파악되었다. 지역적 특성을 관광상품과 연계하여 전달하는 것도 중요하지만, 연령, 심리, 라이프스타일, 소득수준 등 목표고객의 전략적 세분화에 맞는 관광객 촉진 광고로서 내용과 표현기법의 개선이 필요하다.

Proficiency Test for the Dosimetry Audit Service Provider

이철영,김인중,박종인,김윤호,성영민 한국의학물리학회 2022 의학물리 Vol.33 No.4

Purpose: The proficiency test was conducted to assess the performance of the dosimetry audit service provider in the readout practice of the dose delivered to patients in medical institutions. Methods: A certain amount of the absorbed dose to water for the high-energy X-ray from the medical linear accelerator (LINAC) installed in the Korea Research Institute of Standards and Science (KRISS) was delivered to the postal dose audit package given by the dosimetry audit service provider, in which the radio-photoluminescence (RPL) glass dosimeters were mounted. The dosimetry audit service provider read the RPL glass dosimeters and sent the readout dose value with its uncertainty to KRISS. The performance of the dosimetry audit service provider was evaluated based on the n number given in ISO/IEC 17043:2010. Results: The evaluated n number was −0.954. Based on the ISO/IEC 17043, the performance of the dosimetry service provider is “satisfactory.” Conclusions: As part of the conformity assessment, the KRISS performed the proficiency test over the postal dose audit practice run by the dosimetry audit service provider. The proficiency test is in line with confirming the traceability of the medical institutions to the primary standard of absorbed dose to the water of the KRISS and ensuring the confidence of the dosimetry audit service provider.