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주요 행사

한미 컨퍼런스(IAIMCC) 프로그램 안내 관리자 / 2012.01.16

행사안내
  일 자: 2012년 2월 2일(목)-5일(일)
  장 소: 캘리포니아 애너하임(Diseny's Paradise Pier Hotel)   
            1717 South Disneyland Drive. Anaheim, Ca92802 United States
  주 최: 한국광고학회, Maxwell Center for International Communications and Media at California State university,
Fullerton
프로그램
 
Opening Reception: Thursday, February 2nd 6:30-8:30pm

Breakfast: Friday, February 3 rd 7:30-8:30 am

8:30-9:25 am Session I: Advertising and Social Issues
Session Chair Kuen-HeeJu-Pak
Discussant Yung Kyun Choi
 

Analysis of Gender Stereotypes in the U.S. and Mexican Magazine Advertisements - Joe Vasquez, Jinbong Choi

Studying Advertising Strategy of Foods and Beverages in China and the Potential Causes of Obesity - Angela Chang

9:30-10:25 am

Session 2: Advertising, PR, and Personal Selling

Session Chair Dean Kazoleas
Discussant Min Jung Sung
 

Comparative Tests of Advertising and Personal Selling on ConsumerResponses - ChangjoYoo

Impact of Negative Publicity on Advertising Responses and AdvertisingMessage Strategy for Negative Publicity - TaiWoong Yun
10:30-11:25 am

Session 3: Methods for Campaign Assessment

Session Chair Angela Chang
Discussant Jin-Kyun Lee
 

Measuring the Advertising Efficiency of the Top U.S. Pharmaceutical Advertisers - Yunjae Cheong

Pyscho-Physiological Measurement in Advertising Research: the Eye-TrackingMethod for Measuring Attention - Si-Hoon Lee, Koanghub Kim, JooahAhn,IlhyungJeong

Lunch: 11:30 am-1:00 pm

1:00-1:55 pm

Session 4: Sports, Entertainment, & Place Branding

Session Chair Sanghoon Kim
Discussant

Gyeoung Ok Huh

 

Attitudinal Aspects of a Theme Park and Its Relationships with City Branding:A Focus on the Disneyland in LA - Jong Woo Jun, HyuckJoon Kwon, HanJoonKo

An Analysis of Branding Issues and Strategies for Sports Teams in North America - VassilisDalakas, Gregory Rose

2:00-2:55 pm

Session 5: New Forms of Marketing and Advertising

Session Chair Moon Kyu Lee
Discussant

CheonSoung Park

 

Tweeting Stars: the Effectiveness of Celebrity Endorsed Tweets on Brand Engagement - Natalie T. Wood, Janée N. Burkhalter

Exploring Factors Affecting Social Networking Advertising Effectiveness inKorea - Sung Wook Shim

3:00-3:55 pm

Session 6: Understanding Consumers 3:00-3:55 pm

Session Chair Kyung Yul Lee
Discussant SeungYeob Yu
 

Advertising Strategies for Late Movers: Effects of Cohesiveness andAlignabilityon Product Attitude and Purchase Intention- Chan JooSuh, Jun-Hee Na, Ah Young Nam

People's Attitude toward an Ad, the Brand, and the Product Advertised:Possible Interplay between the Level of Creativity and the Audiences'Positions: A Case of Korean Audiences- Hyun Jae Yu

Friday Evening Open to Visit Downtown Disney and/or Theme Parks

Breakfast: Saturday, February 4 th 7:30-8:30pm

8:30-9:25 am

Session 7: Alternative Approaches to Branding

Session Chair Dae Chun An
Discussant Se Won Kim
 

Strategic Brand Alliance in Magazine Ads - Jin Kyun Lee, Wei-Na Lee

Behind-the-Scenes of a Brand: the Impact of Brand Information Disclosure on Consumer Responses - Jang Ho Moon, Wei-Na Lee

9:30-10:25 am

Session 8: Cultural Marketing

Session Chair Wei-Na Lee or Fred Zandpour
Discussant Jong BaeAhn
 

The Effects of Mecenat on Product Ads: Roles of Self-Brand Congruity and Self-Monitoring - Joo Ho Kim

The Relationships Among Consumers' Positive Emotion, Perceived ServiceQuality, and Brand Equity- Tae-Il Yoon, Hae-Young Byun

10:30-11:25 am

Session 9: Cross-Cultural Comparisons

Session Chair Fred Zandpour
Discussant Chang Hoan Cho
 

Exploring Cross-Cultural Differences in Self-Presentation and Self-Disclosure in Social Networking Sites: Korea versus the U.S.- JinnieJinyoungYoo, Jang Ho Moon, Donghoo Kim, Wei-Na Lee

Building Relationships with Consumers: the U.S. and South Korea- Doyle Yoon, Sang Chon Kim, Sejin Lee

Lunch: 11:30 am-1:00 pm

1:00-1:55 pm Session 10: A Look into the Industry &the Profession
Session Chair Sang Hoon Kim
Discussant Jung Sik Cho
 

Web Visibility of Scholars in the Field of Advertising and Public Relations inCommunication Journals - Chung Joo Chung, Han Woo Park, Yeon-Ok Lee

How ‘General Service' Channels in Korea Influence the Korean AdvertisingIndustry - Mandeok Oh

2:00-2:55 pm

Session 11: Word-of-Mouth Marketing

Session Chair Mark GuowhaWu
Discussant Sang Hee Kwon
 

The Effectiveness of Message Presentation and Product Type on WOMDiffusion: A Social Network Approach - Sungjoon Yoon

Power Struggles and Privacy Statement from Word-of-Mouth Marketing Agencies - Hyuk Jun Cheong, Nathaniel Evans, Todd Suomela

3:00-3:55 pm

Session 12: Mobile Games, 3-Ds, & Advertising

Session Chair Bong Hyun Kim
Discussant JiEun Lee
 

Factors Influencing Consumer Acceptance of Mobile Games and Advertising Implications - Jong-Hyuok Jung

When Virtual Experience Affects the Strength of Brand Attitudes: The Moderating Role of Product Type and Ability to Imagine- Ki-Young Lee

4:00-4:55 pm

Session 13: Perspectives on Advertising Creativity

Session Chair JeonKeun Cho
Discussant Hee Bok Lee
 

Creotaxis in Advertising: A Migratory Response Elicited by CreativeAdvertising- ByoungHee Kim

Bringing the Consumer to Life: How Account Planners Can Use Movies to Brief Creatives - Isaac I. Munoz

Banquet & Awards : 6:30 pm

첨부파일 첨부파일IAIMCC2012_Program_1[1].docx

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