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Building an understanding of major advertising strategies for location-based digital signage: A study of Korean marketing practitioners'practice

Title
Building an understanding of major advertising strategies for location-based digital signage: A study of Korean marketing practitioners'practice
Authors
Yoo S.-C.
Ewha Authors
유승철
SCOPUS Author ID
유승철scopus
Issue Date
2019
Journal Title
Test Engineering and Management
ISSN
0193-4120JCR Link
Citation
Test Engineering and Management vol. 81, no. 11-12, pp. 2522 - 2533
Keywords
Digital advertisingDigital signageLocation-based mediaSmart signage
Publisher
Mattingley Publishing
Indexed
SCOPUS scopus
Document Type
Article
Abstract
Digital signage is "location-based media" that occupy both indoor and outdoor spaces. Digital signage has recently been highlighted in the media industry and is attracting attention as a major marketing tool. Based on grounded theory, the researcher conducted individual in-depth interviews with twenty experts who have more than ten years of work experience in the advertising industry in order to investigate and classify the key strategies for developing advertising campaigns with location-based digital signage. The study classifies five key strategies, and the author proposes additional strategies that can help increase advertising effectiveness. The study concludes by noting limitations and suggestions for future research. © 2019 Mattingley Publishing. All rights reserved.
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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