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한·중 잡지광고의 정보량과 정보내용에 관한 비교 분석
| 1998.06.01
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광고 산업
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(경북대학교)
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One of the issues which are frequently discussed but are not clearly answered is whether advertising provide adequate information needed by the consumers for their rational purchasing decision. Resnik and Stern (1977) developed an information classification system consists of 14 criteria to classify informative advertisements. The information classification system developed by them reflects characteristics of products and therefore makes multidimensional quantitative analysis possible. Many studies on information amount and information content in advertising utilized Resnik and Stern`s information classification system, because it provides a framework to comparatively analyze information communication and a useful tool for comparative study of international advertising. Identification of international differences in the information amount and information content is useful in planning whether to employ standardization strategy or differentiation strategy in international advertising.
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그린광고에 대한 소비자의 반응 분석
| 1997.12.01
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광고와 소비자행동
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(경북대학교)
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The purposes of this thesis are to identify 1) whether there is any difference in consumer responses according to various green ads 2) how the perceived consumer effectiveness, green credibility of advertisers and message involvement moderate the relationships between the types of ads and their responses, 3) whether there is any relationship between response variables of green ads and attitudes toward brands. Previous research on green ads has rather been fragmented In their width of research that is, simple study on the types of green ads based on the contents analyses, simple study on comparison of communication effectiveness between green vs non-green ads, studies integrating environmentally conscious consumer behaviors into responses toward green ads and so on.
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환경친화형 건축의 인텔리전트외피 디자인 표현특성과 적용에 관한 연구
| 2006.12.01
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기타
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(경북대학교)
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Historically the basic purpose of the building was to protect people from the weather and the external hazards. Although regional climate or vegetation varied material, method or form of the building, which was developed into particular design factor, the basic purpose has been the same aiming point. In particular, building skin is a primary factor of the building image. It is the physical architectural device which marks the boundary between external environment and internal environment. Lexical meaning of the building skin is exterior part of building which surrounds and protects the interior space. Building skin is essential to human life. It has a function of balancing the interior and exterior. It is related not only to the survival but also to the aesthetic characteristics. After the industrial revolution, human-being has strongly believed that the progress of technology bring the utopian future.
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비주얼마케팅을 통한 온라인의 스토어아이덴티티 구축 방안에 관한 연구
| 2006.12.01
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광고와 마케팅
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(경북대학교)
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Competition becomes deepen in modem consumer`s society, due to overflowing goods and information, and store-identity strategy is required to differentiate with other competitors. Modem consumer`s society requires more emotional communication, visual marketing becomes more important. The importance of emotion becomes important in communication to differentiate with other competitors. The purpose of this thesis is to apply visual marketing elements of department stores to the on-line shopping malls. Two spaces have different characteristics, but has the same purpose, so the consumers have similar expectations. Visual marketing in off-line stores is already matured, and the competition of newly emerged on-line market becomes deepen, the construction of store identity is required. In on-line market, visual presentation with story telling is studied among the composition of store identity. This is similar to the show case of department stores, which promotes emotional communications with goods, stores and direction. Over flowing information gives no real values to consumers, and to give more valuable information, the importance of story-telling is can be cleared Digital consumers are increased who use on-off line market, the necessity of store identity construction is recognized. The Visual marketing of department store is analyzed, and it is applied to on-line stores.
