초록

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Abstract ▼ AI-Helper

The purpose of this study was to examine multimedia users’ media use patterns and contents consumption behaviors in relation to the appearance of multimedia and then present appropriate advertisement strategies for them. Multimedia users’ media use patterns and goals are different by the places and ...

The purpose of this study was to examine multimedia users’ media use patterns and contents consumption behaviors in relation to the appearance of multimedia and then present appropriate advertisement strategies for them. Multimedia users’ media use patterns and goals are different by the places and times of use. The results of interview presented the fact that users in their 20s~30s showed such media use patterns as ‘TV + computer + mobile phone’, ‘computer + MP3’ and ‘MP3 + DMB’ in general. Their mainly used contents were dramas, music and information. Their use purpose was mainly for amusement. In order for these multimedia users to be exposed to advertisement effectively, following two strategies could be used: (1) in relation to main media, when they are used in a more habitual and goal-oriented manner, they will be somewhat effective for such users who are directly exposed to their product or service advertisement; and (2) as for such a secondary medium as a mobile medium, its advertisement must reflect images, strong amusement characteristics, short series, program characters and personal interests sufficiently.

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