Comparative Study on the IMC Level of TV and Print Ads between Korea and China

Dong-xin Li,Dong Il Lee,Yong-Ki Lee,Mitch Griffin 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.1

?覆??大??播媒?的新?媒技?的?展??成??告?的?向?。??致以下情?的出?:多?化的媒?行止、用??料?的?展、多?用?需求?口味、客?希望?拓合算而且有效的??策?,以便迅速???化的市??境(金姆.翰.舒?茨,2003)。?肯?言整合???播?念已?深入??者的思想之中。在金姆.翰.舒?茨看?,如果市??境合适,整合???播是可接受?且可行的。?果,在???播?域,整合???播(IMC)是被?泛?用的??策略之一。?多?者用不同方法?定和??了影?整合???播?念的因素。 本次硏究??了中????告、?志?告整合???播的水平,主要包括以下???境因素:市?未成熟因素,?品投入因素。利用?2007年5月到2009年5月在中???共同收集的120?例子(60????告,60?平面?告),?行一??比硏究。 硏究?果表明,在集中程度和多?性方面:??的整合???播水平要?着高于中?,高投入?品的整合???播水平要高于低投入?品。在??,高投入?品的整合???播水平要比低投入?品的更??;在三??定的中?用例中,高投入?品的交王作用?低投入?品的?有??。部分?果表明,?家???境和?品投入有着相互的作用?影?。硏究?果充分?明,在??市????行整合???播???略方向有助于市?供?。 本次硏究?示整合???播操作和部署的方法以及?展方向,因各?的社?文化和???境而?。特?是由于市?成熟度、???展水平以及?本主?社?的??,在?前??具有更高的整合???播水平。相反,由于是一?更具社?主?性?的?家,中?的整合???播的?展水平上有所差?。而且,由于中?是一?在?土面?以及文化??都?超??的?家-中?有多?不同的?言、文化以及地理分布,整合???播也?不是那?太适合中?。?于?????有必要?各?社?在文化的社?制度上的差?、客?和代理的企?文化、目?消?者的文化?行硏究,使我?能??影?整合???播?展的因素?行准?分?。 本硏究的理?。首先,?果?示??已?成功度?整合???播?展的第二??段,?且?在?于通信技??用?第三?段。相比?而言,中???在市??通?略???第一??段,以及重新定????播范??第二?段。一?在中?最大的?告商(中????告公司)工作的管理人?,表示有?多因素影?整合???播在中?的?展。其中三?比?重要的因素是:中?的?告公司在?施整合???播??有考?到中?特殊的文化价?、特殊的中?媒? The development of new media technologies that have weakened the power of traditional mass media as an advertising channel. This has led to a diversified media sector and the development of consumer databases, widely varying consumers’ needs and tastes, and clients’ desires to develop cost-efficient and effective marketing strategies that quickly respond to the changing marketing environment (Kim, Han, and Schultz, 2003). Duncan (2005) declares that it’s hard to find an agency or client marketing executive who doesn’t believe in the IMC concept. In the view of Kim, Han, and Schultz (2003), IMC is acceptable and practicable if the market circumstances are suitable. As a result, Integrated Marketing Communications (IMC) is one of the most widely used concepts in the marketing communications field. Many scholars have identified and assessed the factors that influence the emergence of IMC in several ways. This study assesses the IMC level of television and magazine advertisements in Korea and China, compares and contrasts these two environments, and tests the market immaturity effect and product involvement effect on the level of IMC across these contexts. By utilizing 120 pairs of ad samples (60 television ads and 60 corresponding print advertisements) collected in both China and Korea between May 2007 and May 2009, a comparative study has been conducted. The findings suggest that the IMC level in Korea is significantly higher than that in China in terms of intensity and/or variety, the IMC level of ads for high-involvement products is higher than that for low-involvement products in terms of intensity and/or variety, the IMC level for high-involvement products is more positive than that for low-involvement in Korea, and the interaction for high-involvement shows no difference from that of for low-involvement in three of the given dimensions in China in terms of intensity and/or variety. Finally, the results partially show there is an interaction effect between country and product involvement. The results should prove helpful in providing marketers with strategic direction on implementing IMC in international markets as follows. This research shows the methods of IMC operation and deployment, as well as the developmental paths, differ based on socio-cultural and economic factors of certain societies. Specifically, due to differing levels of market maturity, economic development, and its capitalist society, Korea has a higher level of IMC currently deployed. Conversely, since China is a more socialist society, a different development level of IMC exists. Moreover, as China is a much larger and more diverse country - within its border are different languages, cultures, and geographic dispersions - than Korea, IMC may be less appropriate. To learn more about this issue, it will likely be necessary to conduct research including both cultural and institutional differences in each society, the corporate cultures of the client and the agency, as well as the target consumer cultures, to be able to accurately categorize those factors that affect the development level of IMC. The current study also has theoretical implications. First, the empirical results suggest that Korea has successfully passed the second stage of IMC development and is currently in the third stage for application of information technology. In contrast, China is still in stage 1 for tactical coordination of market communications and stage 2 for redefining the scope of marketing communications. A manager working in the largest advertising agency in China, China-Guangdong Advertising Agency, states several factors are influencing the development of IMC in China. The three more important factors are the implementation of IMC by Chinese advertising agencies without considering the special cultural values of China, the special characteristics of Chinese media, and the immature consumer market (Xin, 2004).

비디오 영상의 비지도 영상 정합을 이용한 파랑 이동 속도 추정

김진아,김재일,신성원 한국정보과학회 2019 정보과학회논문지 Vol.46 No.12

본 논문은 대용량 비디오 영상에서 파랑 추적을 통한 파랑 이동 속도 추정을 위하여 비지도 학습 기반 영상 정합 기술을 소개한다. 연안에서 파랑은 자체의 높은 비선형성과 비선형 상호작용에 의한 높은 복잡도, 그리고 센서 기반 관측의 어려움으로 물리 방정식을 이용한 파랑 이동 속도의 정확한 추정이 어렵다. 본 연구에서 제안하는 방법은 연안 비디오 영상을 이용한 다양한 비선형 파랑 거동에 대한 학습을 통하여 파랑을 정확히 추적함으로써 파랑의 이동 속도를 계산할 수 있다. 오토인코더를 이용하여 주변광 등 외부 요인이 제거된 파랑 이동 장면 영상을 추출하고, 이로부터 시-공간 비선형 영상 정합을 통해 파랑 추적에 대한 변위 벡터를 추출하여, 단위 시간에 대한 파랑의 이동 변위를 계산한다. 추정된 파랑 이동 속도의 정확도 평가를 위해 실제 관측값과 기존 영상 처리 방법으로 추정된 값을 비교 분석하였다. In this paper, we propose an image registration method based on unsupervised learning to estimate wave celerity by tracking wave movements using a large amount of video imagery. It is difficult to estimate the wave celerity accurately using physics-based modeling in the coastal region, owing to the limitations of in-situ measurement and the high nonlinearity of wave phenomena itself as well as high complexity from nonlinear interactions. In order to estimate wave celerity, the proposed method learns the nonlinear wave behavior from the video imagery. Autoencoder is applied to separate hydrodynamics scenes from environmental factors, such as daylights. The displacement vector of propagating waves is computed by non-linear spatio-temporal image registration. The wave celerity is estimated by accumulating the displacement vectors along time. In this paper, we compare the wave celerity measurement with conventional image processing methods and actual measurement using sensors for accuracy evaluation.

개구부가 좁은 직사각형 항만의 공진 특성 (2.항입구 에너지 손실의 영향)

정원무,박우선,서경덕,채장원 한국해안해양공학회 1999 한국해안해양공학회 논문집 Vol.11 No.4

확장형 완경사방정식을 지배방정식으로 사용하며 무한원방에서의 방사조건은 무한요소로, 그리고 항입구에서의 흐름분리로 인한 에너지 손실의 고려는 정합요소로 처리하는 Galerkin 유한요소 모형을 개발하였다. 완전 및 부분 개방 직사각형 항만에 대한 수치실험 결과 항입구에서의 에너지 손실의 포함은 港奧에서의 증폭비를 상당히 감소시키는 것으로 나타났으며, 입사파고와 제트 길이의 증가는 증폭비의 상당한 감소를 초래하였다. 감천항에서 제트길이를 고려한 경우 공진주기의 이동으로 입사파 진폭이 작을 때는 손실을 고려하지 않은 경우보다 진폭비가 오히려 크게 나타났다. 관측된 입사 장주기 파고의 사용시에는 항입구 손실이 작은 것으로 나타났으나 지진해일의 내습시와 같이 파고가 큰 경우에는 상당한 입구 손실이 예상되었다. 감천항의 Helmholtz 공진모드는 주기 31.0분으로 제시되어 관측 겨로가인 27.0~33.3분과 잘 일치하였다. 또한 관측치인 주기 9.4~12.1분과 5.2~6.2분의 공진모드도 10.4분과 6.6분 또는 5.6분으로 상당히 재현되었다. 한편, 감천항에는 매우 다양한 모드의 부진동이 존재하는 것으로 나타났으며, 영일만 마찬가지로 주기 3.6분과 1.6분에서 상당한 진폭비의 횡방향 공진이 존재함을 확인하였다. A Galerkin finite element model for the analysis of harbor oscillation has been developed based on the extended mild-slope equation. Infinite elements are used to accomodate the radiation condition at infinity and joint elements to treat the matching conditions at the harbor entrance which include the energy loss due to flow separation. The numerical tests for rectangular harbors with fully or partially open entrances show that the energy loss at the harbor entrance considerably reduces the the amplification ratios at the innermost parts of the harbors and that the amplification ratios decrease considerably with increasing incident wave heights and jet lengths at the harbor entrance. Application of the model to the Gamcheon harbor show that when the incident wave amplitude is small the amplification ratios rather increase when the entrance energy loss is included than when ignored because of the shift of the resonance periods. Even though the entrance energy loss was insignificant for the measured long-period incident waves, it would be of great importance if the incident waves were large as in the attack of tsunamis. The resonance period of the Helmholtz mode at the Gamcheon Harbor was calculated to be 31 minutes, which agrees well with the measured one between 27 and 33.3 minutes. The measured resonance periods between 9.4 and 12.1 minutes and 5.2 and 6.2 minutes were also calculated by the numerical model as 10.4 minutes and 6.6 or 5.6 minutes, indicating good performance of the model. On the other hand, it was shown that a variety of oscillation modes exists in the Gamcheon Harbor and lateral resonances of considerable amplification ratios also exist at the periods of 3.6 and 1.6 minutes as in the Young-II Bay.

부유식 OWC 챔버의 파중 운동해석

홍도천(DO-CHUN HONG) 한국해양공학회 2002 韓國海洋工學會誌 Vol.16 No.3

The motion of a floating OWC chamber in waves is studied taking account of fluctuating air pressure in the air chamber. An atmospheric pressure drop occurs across the upper opening of the chamber which causes not only hydrodynamic but also pneumatic added mass and damping forces to the floating chamber. A velocity potential in the water due to the free surface oscillating pressure patch is added to the conventional radiation-diffraction potential problem. The potential problem inside the chamber is formulated by making use of the Green integral equation associated with the Rankine Green function while the outer problem with the Kelvin Green function. The two integral equations are solved simultaneously by making use of a matching boundary condition at the lower opening of the chamber to the outer water region. The chamber motion in the frequency domain is calculated for various values of parameters related to the atmospheric pressure drop. The present methods can also be used for the analysis of air-cushion vehicle motion as well as for the design of a floating OWC wave energy absorber.

수로형 공명 구조물내 배열된 다수 원기둥 파력발전장치의 개념 설계

김정록(Jeongrok Kim),조일형(Il-Hyoung Cho),배윤혁(Yoon-Hyeok Bae) 한국해양환경·에너지학회 2018 한국해양환경공학회 학술대회논문집 Vol.2018 No.5

유통업 IMC 기획모델의 전략적 활용에 관한 연구

Mo Sun-Jong(牟善?),In-Am Song(宋寅岩) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.2

  점점 치열해지는 유통업의 경쟁환경 속에서 유통업의 마케팅 효율성 제고를 위해 유통업 IMC 기획모델에 대한 연구와 이 모델의 전략적 활용에 대한 연구가 필요하다.<BR>  유통업 IMC 기획모델은 선행연구를 통해 IMC 목표수립, 상황분석(고객분석, 경쟁분석, 자사분석), 고객데이터분석, 접촉관리, 예산수립, IMC 전략개발, IMC 믹스와 IMC 실행, 평가시스템, 피드백 단계로 구분하여 설정하였다.<BR>  유통업 IMC 기획모델의 전략적 활용을 위해서 연구모형을 설정하여 IMC 활동(광고, 판촉, DM, PR, 인적판매, 인터넷, 모바일, VMD, 구전)과 IMC 태도의 관계, IMC 태도와 브랜드 충성도의 관계, IMC 태도와 재구매 의도의 관계, 브랜드 충성도와 재구매 의도의 관계에 대한 가설 검증을 하였다. 가설 검증 결과 IMC 활동은 인터넷을 제외하고 IMC 태도에 유의한 영항을 미치고 그 유의 수준의 차이를 볼 때 IMC 믹스 전략 전개에 있어 체계적인 접근이 필요한 것을 알 수 있다. 또한 IMC 활동이 향후 유통기업의 마케팅 방향에 대한 주요한 변수임을 알 수 있다. 이는 브랜드 충성도와 재구매 의도 관계가 매우 유의한 결과로 나타난 점과 함께 고려해야 한다. 결론적으로 유통업의 IMC 수단들의 통합적이고 일관된 활동이 브랜드 충성도와 재구매 의도에 미치는 영향력이 매우 큰 것으로 나타났다.   Marketing for the distribution industry is making an ongoing progress in the changes of customers, the competitive environment, and the internal marketing environment. Integrated marketing communication activities are required for the enhancement of efficiency in the market oriented activities.<BR>  In this study, IMC is defined as "a notion that a market oriented business integrated marketing communication means, conducting and evaluating marketing activities with consistent messages in order to communicate with customers based on databases."<BR>  In this study, an IMC planning model for the improvement of marketing efficiency in the distribution industry was derived from a pilot study. This model may be broken down into the following phases: IMC goals setting, situational analysis (Customer analysis, competition analysis and company analysis), customer data analysis, contact management, budgeting, the establishment of an IMC strategy, the IMC mix and execution, an evaluation system, and feedback.<BR>  In consideration of the characteristics of the distribution industry, this study was accompanied by a vocational study on IMC means employed by, in particular, department stores and other distributors such as: advertising, sales promotion, sales promotion advertising, direct marketing, public relations, personal selling, the Internet, mobile, visual merchandising, words of mouth.<BR>  In addition, this study also covered the correlation among variables such as IMC activities of distributors, the process of forming customer"s brand attitudes, brand loyalty and repurchase intention. This research would enhance the utilization of IMC.<BR>  The analysis on customer"s brand attitudes toward the IMC activities of distributors requires the simultaneous consideration of how they are linked to purchase as well as their attitudes toward both distributors and stores. The formation of brand loyalty and repurchase intention is related to the integration of marketing communication and the maintenance of consistency in contents, which requires integrated brand communication (IBC) strategies. IBC is a concept of using IMC means to manage the brand in a continuing and consistent manner and measuring their effect, which is a process to establish enterprise level brand identity and maximize brand loyalty and repurchase intention by integrating IMC means.<BR>  For an empirical analysis in this study, an online questionnaire survey was conducted among those department store customers from 20"s to 50"s who reside either in the Seoul and Gyeonggi areas and have made purchase at department stores.<BR>  In this study, the research model consisted of four theoretical variables: IMC activities, IMC attitudes, brand loyalty, and repurchase intention, on which variables a pilot study was conducted. A number of hypotheses were constructed on the relations between IMC activities and IMC attitudes, between IMC attitudes and repurchase intention, and between brand loyalty and repurchase intention. The test of the hypotheses may be summarized as follows:<BR>  Firstly, the test of the hypothesis concerning the relation between !MC attitudes and IMC activities - advertising, sales promotion, direct marketing, public relations, personal selling, the Web, mobile, visual merchandising, and word of mouth - indicates that advertising, sales promotion, direct marketing, public relations, personal selling, mobile, visual merchandising, and word of mouth have significant impact on IMC activities. In addition to the result similar to those of previous studies that such marketing communication means as word of mouth, advertising, personal selling and sales promotion, in particular, play very important roles, a notable finding of this study is that visual merchandising performed by department stores is shown to have very significant impact on IMC activit