무선인터넷 광고 서비스 활성화 전략에 관한 연구

• 영문명: A Study on Strategies to Boost Wireless Internet Advertisement Services
• 발행기관: 한국상품학회
• 저자명: 한억수(Han Eok-Soo)
• 간행물 정보: 『상품학연구』제26호, 117~130쪽, 전체 14쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2002.09.01

영문 초록

This study attempts to examine the characteristics of advertising businesses using wireless Internet networks and their marketability using some past cases of their advertisements. This strategic examination is aimed at highlighting a few suggestions that will help wireless Internet advertising become a successful business model in future. First, it is necessary to prepare an adequate strategy after sufficient consideration of such problems as the user's privacy, and communication channels beforehand. Since one of the most important basic rules is to acquire the user's permission. Second, another important necessity is advertisement promotion activity that takes great advantage of the wireless Internet's appeal to its users more effectively. In short, it is useful to reconsider the synergic effect in advertising by a dexterous combination of other marketing approaches. An alternative is to take account of the use of wireless Internet games as a promotion tool of advertisement. Ultimately, it is a necessity to plan and bring into operation strategic advertisements based on the full consideration of characteristics of the media, along with other market environments, in order to help wireless Internet advertising move into a growth phase containing energetic activities.

목차

Ⅰ. 서론

Ⅱ. 무선인터넷 광고 비즈니스 환경

Ⅲ. 무선인터넷 광고의 특성 및 유형

Ⅳ. 무선인터넷 광고 서비스 전략

Ⅴ. 결론

참고문헌

Summary