스마트폰을 이용한 차량용 내비게이션 콘텐츠에 적용된 광고 효과 PPL = PPL advertising effect that applied in car navigation content on smartphone

다국어 초록 (Multilingual Abstract)

Because many people use smartphone, the advertisement and application market of smartphone is growing. Smartphone advertisement can be adapted quickly to user environment. Therefore mobile advertisement using smartphone is becoming more competitive. However, if many advertising is provided to smartphone users, it could give them inconvenient experiences In this study, we applied PPL(product placement) advertisement to mobile navigation. And we found the effect of advertisement through experiment in which user operated mobile navigation with PPL advertisement. On the research. PPL advertisements were divided to Important scenes placement type and Simple exposure placement type, and both types were inserted into the navigation contents for the experiment. According to the result, Important scenes placement advertisements were more recognized than Simple exposure placement advertisements.