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NTIS 바로가기지능정보연구 = Journal of intelligence and information systems, v.19 no.3, 2013년, pp.73 - 91
양창규 (경기관광공사 경영기획실) , 이의방 (서강대학교 경영전문대학원) , 황운초 (광운대학교 경영대학)
Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time,...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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모바일광고는 어떤 특징을 가지고 있는가? | , 2009; Lee, 2010). 모바일광고는 시간과 장소에 관계없이 언제 어디서나 실시간 정보획득이나 커뮤니케이션이 가능한 동시편재성(Ubiquity), 개개인의 식별이 가능한 개인식별성(Personal Identification), 개인의 위치를 실시간으로 확인할 수 있는 위치 등의 특징을 가지고 있다고 할 수 있다(Liang and Wei, 2004; Jun and Lee, 2010). 이러한 모바일광고도 스마트폰의 보편화에 따라 큰 변화가 이뤄지고 있다. | |
연구를 통해 도출할 수 있는 기업들의 스마트폰광고전략은 무엇인가? | 본 연구를 통해 도출할 수 있는 기업들의 스마트폰광고전략은 다음과 같다. 첫째, 스마트폰광고를 하기 원하는 기업은 다른 기업의 스마트폰광고와 정보면에서 차별화 전략을 취해야 할 것이다. 즉, 스마트폰광고 이용자는 재미에 큰 영향을 받지 않고, 약간의 짜증도 감수하지만, 정보에는 큰 영향을 받는다. 이러한 이용자의 태도를 고려하여 이용자가 유용하다고 느낄 수 있는 정보제공을 통해 기업의 스마트폰광고를 차별화시키는 것이 광고전달에 성공적인 결과를 가져올 수 있을 것이다. 둘째, 스마트폰광고는 단순히 제품이나 서비스의 깊이 있는 정보제공만으로 광고가치를 실현할 수 없기 때문에, 스마트폰의 기능을 충분히 활용하여 이용자의 상황인지가치를 높이는 복수의 광고인지속성을 고려한 광고를 실시하여야 할 것이다. 즉, 제품이나 서비스에 대한 정보를 제공하면서 이용자의 활동이나 적절한 시기, 위치 등을 고려하여야 할 것이다. | |
광고채널의 급격한 변화로 광고 시장은 어떻게 변하고 있는가? | 최근 광고채널(Advertising Channels)의 급격한 변화로 인해 광고시장은 새로운 국면을 맞이하고 있다. 그간 전통적인 광고채널인 신문, 방송 등의 광고시장은 감소하고 있으며, 새로운 광고채널인 인터넷, 모바일과 같은 혁신적인 미디어를 통한 광고시장이 증대되고 있다(ITU, 2011). eMarketer(2012)에 따르면 2011년 1,582억 달러($)인 광고시장은 2016년에는 1,892억 달러($)로 성장할 것으로 예상되고 있는데, 특히 모바일광고(Mobile Advertising)시장은 14억 달러($)에서 118억 달러($)로 그 성장세와 비중이 타 광고채널에 비해 월등할 것으로 예상되고 있다. |
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