광고에 대한 소비자 태도 조사연구

유승엽 남서울대학교 인문사회과학연구센터 2001 인문사회연구 Vol.3 No.-

This study examined the survey research on consumer's attitude and cognition of advertising. For the purpose of this study, 553 consumers participated in survey, and their attitude and cognition are analyzed. The statistical package for social science (SPSS/PC+) was used for data analysis. Frequency, table and crosstab analysis was used. The result of this study was analysed according to two demographic variables: gender(male or female) and age(10, 20 and 30). The research design assembled in a 2×3 factorial design. The subjects who participated in this experiment were 553 people(272 men and 281 women), most of whom were between 19 and 39 years old. Subjects received course credits in return for their participation. The subjects were randomly assigned to two treatment conditions associated with different attributes. Tale and crostab analysis were performed to evaluated the significance of differences between the percentage rating given to the advertising by the subjects. Subjects' attitude, cognition and recognition of advertising were assessed with the 34 items. The test at .05 significance level and ±3.0% sample error was performed. The implication of this study is a starting point for the deeper understanding of consumers attitude and cognition of advertising.

의료광고 매체별 분석에 관한 연구

유승엽 남서울대학교 2004 남서울대학교 논문집 Vol.10 No.1

This study was to analysis on medical advertising according to the different type of media. Although the advertisements of health care have been regulated under the Medical Service Act, they still have certain problems since there are not established principles or consistent standards for the contents and methods of regulations. At first, the current forms and problems of advertisements of health care were discussed based on the acts related to the advertisement of heath care such as Consumer Protection Act, Monopoly Regulation and Fair Trade Act, and Outdoor Advertisements, etc. First, the advertisements of health care in issues are false and bombastic advertisements, article-style advertisements and unfair trading activities, and this may have an aspect to encourage the overconsumption of health care projects and regulate the public's right to know Second, the concepts regulated under the Medical Service Act and related laws are not clear and a lot of advertisement are violating such laws. In addition, even though the media and contents are becoming diverse in their forms, the regulations for advertising media of health care through new media are not within such limits. Third, there are no standards to assess which ones are correct information or false advertisements. Since the advertisement of health care will become more various as the advertising and medical technologies get advanced, it would not be impossible to regulate only under Medical Service Law unilaterally in reality. Therefore, the alternative regulations may include the code of ethics, the health care advertisement council and health care advertisement review body.

청소년자원봉사자의 효율적인 관리방안에 대한 연구

유승엽,이영주 남서울대학교 2004 남서울대학교 논문집 Vol.10 No.3

The purpose of this study is to analyze the volunteer activities of the youth. Todays society has an increasing demand and necessity for voluntary service, youth volunteer activities which have become a major social educational issue. These activities were expected to contribute to increase of public benefits and rebuilding of community as well as ego-realization and promotion of social mind of the youth. Thus in order to activate the youth volunteer activities, it is necessary to understanding, education and evaluation of youth volunteer activities.

휴대폰 3사 TV-CM 광고효과 측정 : CLT방식으로

유승엽 남서울대학교 경영연구센타 2000 경영연구 Vol.2 No.-

This study examined the effect of TV-CM advertising using central location test. The subjects who participated in this experiment were 107 undergraduate management students(49men and 58 women) at the University of Namseoul, most of whom were between 18 and 21 years old. Subjects received course credits in return for their participation. The subjects were selected convenience sampling. The research design consisted of two between subjects factor assembled in a 2×2 design. Two age groups were selected for study, age low thru 20, age 21 thru hi. T-test were performed to evaluated the significance of differences between the mean rating given to the advertising by the subjects. Subjects' recall and recognition of the eight advertisements were assessed with the following measures: (a) Free recall-subjects were asked to write down all they could remember about all brand name, product types, and advertisements; (b) Recognition of product types including the three associated with the target advertisements, was shown to the subjects; (c) Recognition of advertisements. The experimental stimulus were three TV CM advertisement. Conducting research using typical stimuli under as realistic conditions as possible.

잡지광고 게재면, 게재위치, 게재형태 및 심리적 특성이 광고 재인 및 효올성에 미치는 영향

유승엽 남서울대학교 경영연구센타 2003 경영연구 Vol.5 No.-

The purpose of this study was to examine the audience psychological effects on the advertising effectiveness in women magazines. For this study,one(feel) in women magazines were selected. A resea.ch was made on women who live in seoul. The subjects who participated in this experiment were 90 women. Subjects received credits in return for their participation. The subjects were randomly assigned to treatment conditions associated with different age group. Data collection used face to face interview method and recognition method to measure the advertising attention rate by the amount of advertising. The statistical package for social science(SPSS/PC+)was used for data analysis. T-test, oneway anova and frequency analysis were performed to evaluated the significances between the mean rating given to the magazine's advertising by the subjects. The results show that audience psychological characteristics effects on the advertising recognition. This study can provide the data for efficient media planning to women magazines advertisers and help women magazines advertisers select advertising size or placement as well as media vehicles.

지하철 교통광고의 효과 측정 : 인터넷 사이트광고를 중심으로

유승엽 남서울대학교 2000 남서울대학교 논문집 Vol.6 No.-

This study examined the measurement of transportation advertising using internet site ad. More specifically, To identify reason for 21 items related to effect of transportation advertising. For the purposes of this study, 200 subway users participated in survey, and their disposition are analyzed by demographic variables. The statistical package for social science(SPSS/PC+) was used for data analysis. Frequency, table, crosstab and profile analysis was used. The result of this study was analysed according to three demographic variables: gender(male or female), age, classified occupation. This survey contain 21 items. The test .05 significance level and ±4.3% sample error was performed. The implication of this study is a starting point for the deeper understanding of subway user disposition and preferences.

한국과 중국의 정부광고 비교연구

유승엽 남서울대학교 2014 남서울대학교 논문집 Vol.S No.-

This study was targeted at South Korea's government advertising and compared with the situation in other developed countries. In addition, the results were derived from the implications. Based on these results, a preferred alternative to government policy regarding advertising enforcement system is proposed. In particular, South Korea and the political and social systems are different compared with the neighboring country of China. In addition, the Chinese government advertising, and issues such as the status and characteristics are presented. This study is a literature review that policy proposals, rather than empirical analysis of the problems in the execution of government advertising and point to the existing research literature to organize and clean up the problems that derive from the practical policy implications proposal was presented. Developed countries and the government of our country is to look at ads Survey for the purpose of empirical analysis literature and data, rather than the interpretation of the overall situation placed emphasis. Of course we are different political, social, cultural and neighboring China, has conducted an analysis of government advertising was used in the same research framework. The results of this study to formulate future policies to improve government advertising will provide useful data. Key Words : government advertising, Chinese government advertising, government advertising problem, government advertising policy

비교광고의 효과성에 관한 연구

유승엽 남서울대학교 경영연구센터 2001 경영연구 Vol.3 No.-

This study examined the effectiveness of comparative advertising. In the purpose of providing the various useful information more than any other forms of advertising for many consumer, comparative advertising has made great progress. Today, in Korea, The comparative advertising has been increased and made so many social issues. Previous research has supported that direct comparative advertising is more effective in low-share brand than indirect comparative advertising or noncomparative advertising. Also, Previous research on the persuasive impact of comparative advertising has produced inconsistent results and the effects of comparative advertising having been discussed in both positive and negative aspect. Since research on comparative advertising is still rather young, any recommendation which are made to management ought to be treated as tentative guidelines rather than as definitive statements of message strategy.

유머광고의 효과성에 관한 이론적 고찰

유승엽 남서울대학교 경영연구센타 2002 경영연구 Vol.4 No.-

Since he 1980's, humor appeal was frequently used in the U.S.A, U.K and Korea. Although humor in advertising is important, previous research has not focused on the effect of humor appeal compared with nonhumor appeal. Humor appeal in advertisement found on TV was just 9% in 1985. Today, its importance is much larger as 3 or 4 out of 10 advertisement are humorous advertisements. It is similar to 35.5% rating in England and 24.4% rating in the USA. These facts have a very significant meaning because the increase in the use of humor in advertising has occurred even during the national economic crisis. However, research is required to establish whether the rapid increase of the humor method and the effects can be reflected by studying such factors as preference of advertisement, consumer's purchasing intention, and purchase experience. Also, we had to find out what effect humor appeal has according to the product type in order to maximize humor appeal in advertising. At present, printed advertisements are limited expression advertising. TV advertising is the primary mode of advertising now.

애니메이션광고의 유형별 사례분석 연구

유승엽 남서울대학교 1998 남서울대학교 논문집 Vol.4 No.-

The purpose of this study is to analyze of the Animation AD effects in advertising field. This paper shows that Animation AD appear to the present conditions in Korea. And to investigate relationship Animation and Advertising . The frame of analyzing in this study have five Animation AD type. For each type of Animation AD; Cell Animation AD, Stop motion Animation AD, Drawing Animation AD, Synthesied Animation AD, and Computer Animation AD. This paper presents some useful guidelines in strategic and manufacture techniques in advertising field. Concurrently, the perspectives of this study should be a practical approach for application of actual manufacture technique. The implication of this study is a starting point for the deeper understanding of the Animation AD effects in advertising field.