KR20010016278A - Standardization to Cooperation advertisement techniques of the Television Program advertisement - Google Patents

Standardization to Cooperation advertisement techniques of the Television Program advertisement Download PDF

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Publication number
KR20010016278A
KR20010016278A KR1020000071760A KR20000071760A KR20010016278A KR 20010016278 A KR20010016278 A KR 20010016278A KR 1020000071760 A KR1020000071760 A KR 1020000071760A KR 20000071760 A KR20000071760 A KR 20000071760A KR 20010016278 A KR20010016278 A KR 20010016278A
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advertisement
standardization
program
efficiency
advertising
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KR1020000071760A
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Korean (ko)
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곽용현
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곽용현
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    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/431—Generation of visual interfaces for content selection or interaction; Content or additional data rendering
    • H04N21/4312—Generation of visual interfaces for content selection or interaction; Content or additional data rendering involving specific graphical features, e.g. screen layout, special fonts or colors, blinking icons, highlights or animations
    • H04N21/4316—Generation of visual interfaces for content selection or interaction; Content or additional data rendering involving specific graphical features, e.g. screen layout, special fonts or colors, blinking icons, highlights or animations for displaying supplemental content in a region of the screen, e.g. an advertisement in a separate window
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data

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  • Business, Economics & Management (AREA)
  • Marketing (AREA)
  • Engineering & Computer Science (AREA)
  • Multimedia (AREA)
  • Signal Processing (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

PURPOSE: A co-advertisement standardization of a TV program advertisement is provided so that advertisement efficiency can be maximized by providing a main advertisement and a sub-advertisement at the same time. CONSTITUTION: Firstly, the TV program advertisement broadcasting law is intended to be renewed according to the current advertisement tendency. Efficiency of the various co-advertisement methods is measured by an advertisement effect estimation system. Thereafter, reliability and satisfaction of advertisement companies and agencies are measured in regard to a new advertisement method. In addition, the selected advertisement companies and agencies actually individually perform the co-advertisement within the scope of the current TV program advertisement broadcasting law. Then, efficiency of the co-advertisement is precisely measured from the advertisement broadcasting-related parties and viewers. An objective public data for application efficiency of the co-advertisement standardization such as annual sales improvements is also prepared. As a result, the co-advertisement standardization of the TV program advertisement is efficient and economical. Moreover, the viewers can obtain a lot of information.

Description

텔레비전 프로그램 광고의 협찬광고 기법 표준화 {Standardization to Cooperation advertisement techniques of the Television Program advertisement}Standardization to Cooperation advertisement techniques of the Television Program advertisement

현재 한국은 세계 10위의 광고시장을 형성하고 있으나, 한국 대다수의 광고주 및 대행사는 관료적, 보수적 비즈니스 문화가 남아있어 특히, 규제완화가 절실한 TV광고 부문에서 뚜렷한 현상이 나타나고 있으며, TV 프로그램 광고는 제약조건이 매우 까다로운 형편이나 광고 허용시간이 전체 방송시간 중 8/100에서 10/100으로 증가되었으며, 'TTL' 광고에서는 새로운 표현의 스타일과 추상적 영상구성 및 신선한 모델로 소비자의 높은 관심을 유도한 바 있음Korea currently forms the world's 10th largest advertising market, but the majority of advertisers and agencies have a bureaucratic and conservative business culture, which is particularly evident in the deregulated TV advertising sector. Although the conditions are very demanding, the time allowed for the advertisement has increased from 8/100 to 10/100 of the total broadcasting time, and in the 'TTL' advertisement, it attracted high attention from consumers with a new expression style, abstract video composition and fresh model. has exist

TV는 4대 매체 중 가장 재미있고, 공정하고 중요한 매체이며, 가장 빠르고 믿을 만하며 기억에 오래 남는 위치를 차지하고 있으며 인간은 정보의 대부분을 시각적인 것에 의존하여 수용하고 있고 프리젠테이션 수단으로서 다양한 도구의 사용이 광고주 설득에 유용한 방법으로 자리잡아가고 있으며, 배너광고는 가장 효과적인 인터넷 광고로 21세기 인터넷 시대에서 TV 광고 30초보다 더 큰 위력을 갖고 있음은 의심할 여지가 없다. 또한 TV CF와 배너를 결함한 멀티미디어 광고가 본격화되고 있으며, 광고 기억률은 인터넷 배너광고와 TV 광고의 효과가 비슷하다는 통계자료('99. 2. 20 연합뉴스)도 있다.TV is the funniest, fairest and most important of the four media, occupies the fastest, most reliable and most memorable place, and humans rely on visual receptiveness for the majority of their information, Usage is becoming a useful way of persuading advertisers, and banner advertising is the most effective Internet advertisement, no doubt about more than 30 seconds of TV advertising in the Internet age of the 21st century. In addition, multimedia advertisements flawed with TV CF and banners are in full swing, and there are statistics ('February 20, 1999 Yonhap News)' that the advertisement memory rate is similar to the effect of internet banner advertisement and TV advertisement.

해외 우수광고 사례에서 '아마존과 비자의 연합광고'를 들 수 있으며, 미국 P＆G 이사인 에드윈 베렌스는 '새로운 밀레니엄의 열쇠는 당연히 광고의 자율규제'라고 말한바 있다.A good example of overseas advertising is the combined advertising of Amazon and Visa, and Edwin Berens, director of US P & G, said that the key to the new millennium is, of course, self-regulation of advertising.

또한 팔리는 광고가 되기 위한 가장 효과적인 방법은 소비자를 즐겁게 하는 광고에 있는 것이다. 제 46차 WFA 세계 광고주 서울대회에서는 뉴미디어 시대의 도래와 광고의 자유에 초점이 맞추어졌으며 급변하는 미디어 환경의 변화에 적응하지 못하면 디지털 시대에 살아남을 수 없음이 강조된 바 있다.Also, the most effective way to be sold ads is to entertain consumers. The 46th WFA World Advertisers Seoul Conference focused on the advent of the new media era and the freedom of advertising, and emphasized that it cannot survive in the digital age unless it adapts to the rapidly changing media environment.

KAA 저널 7∼8월호 내용 중에서 네덜란드에서는 당과류 음식물 광고시 반드시 칫솔을 화면에 삽입시켜야 한다고 규정하여 협찬광고의 당위성을 잘 대변해 주고 있다.In the July-August issue of the KAA journal, the Netherlands provides a justification for sponsorship advertising by specifying that toothbrushes must be inserted on the screen when advertising sugar-fed foods.

우선적으로 현 세계 광고 추세에 따른 TV 광고 방송법을 현실적 추세에 맞게 개정을 실시하고 본 발명안에 의한 다양한 협찬광고 기법에 대해 광고효과 예측 시스템에 의한 효과도(시청자 호응도)를 측정하며 새로운 광고기법에 대해 광고주, 광고 대행사들에 대한 설문조사 또는 소개자료에 의한 신뢰성, 만족도 등을 조사하며 이와 병행하여 가장 호감을 가지는 광고주 / 광고 대행사로 하여금 TV 프로그램 광고 방송법 제한 범위내에서 독창적으로 협찬광고를 실제로 실시하여 광고 방송 관련자 및 시청자들의 호응도에 대해 정밀하게 효과성에 대해 측정을 실시하여 해 제품의 매출실적 향상 등 후속적으로 본 발명안의 적용 효과성에 대해 객관적인 공식 판단자료를 마련한다. 국내 TV 프로그램 광고에서 본 기법을 적용한 광고가 성공적으로 실시되면 본 발명안을 국제 출원하여 세계 모든 TV 프로그램 광고에서 협찬 광고기법의 표준화를 달성한다.First of all, the TV commercial broadcasting method according to the current global advertising trend is revised according to the realistic trend, and the effectiveness of the advertisement effect prediction system (audience response) is measured for various sponsored advertising techniques according to the present invention, and the new advertising technique is measured. Investigate the credibility and satisfaction of surveys or referral materials for advertisers and advertising agencies. In parallel, the advertisers / advertising agencies who are the most favorable are actually sponsoring advertisements within the limits of the TV program commercial law. By measuring the effectiveness of the advertisements and viewers' response accurately, we prepare objective official judgment data on the effectiveness of applying the present invention such as improving the sales results of the products. If the advertisement using this technique is successfully implemented in domestic TV program advertisements, the present invention is internationally applied to achieve standardization of sponsored advertisement techniques in all TV program advertisements around the world.

제 1도는 주광고 실시중에 TV화면 좌하단에 총 화면 크기의 1/9 ∼ 1/12 크기로 협찬광고사의 협찬광고 실시Figure 1 shows sponsored advertisements of sponsoring advertisers in the lower left corner of the TV screen during the main advertisement, with 1/9 to 1/12 size

ㆍ도 1-A형 : 로고, 회사명, 상품명 등을 방송ㆍ Figure 1-A Type: Broadcasting Logo, Company Name, Product Name, etc.

ㆍ도 1-B형 : 기존 협찬사의 프로그램 광고내용 방송ㆍ Figure 1-B: Broadcasting of program contents of existing sponsors

제 2도는 주광고 실시중에 최초 TV화면 좌하단에 총 화면 크기의 약 1/20 크기로 배너광고식으로 협찬광고 실시2 is sponsored by banner advertisement at the bottom left of the first TV screen, about 1/20 of the total screen size

·도 2-A형 : 최초 위치에서 고정식 협찬 광고Figure 2-A: Fixed Sponsored Ads in Initial Position

ㆍ도 2-B형 : 좌하단에서 우하단우로 1회 이동ㆍ Fig. 2-B Type: Move once from bottom left to right bottom

ㆍ도 2-C형 : 좌하단 - 우하단 - 좌하단으로 2번 이동ㆍ Figure 2-C Type: Move Lower Left-Right Bottom-Lower Left 2 Times

제 3도는 주광고 실시중에 TV화면 하단부에 총 화면 크기의 1/6 크기 이하로 협찬사의 광고문구식 광고Figure 3 shows the sponsor's advertising phrases below 1/6 of the total screen size at the bottom of the TV screen during the main advertisement.

ㆍ도 3-A형 : 광고문구 1가지 고정ㆍ Figure 3-A Type: Fixed 1 Stationery

ㆍ도 3-B형 : 광고문구 변동 (몇초 간격)ㆍ Figure 3-B Type: Advertisement Variation (Every Seconds)

제 4도는 주광고 실시중에 주광고 모델이 협찬사 로고가 새겨진 의상을 착용하고 주광고 실시4 shows that the main advertising model wears costumes bearing the sponsor's logo during the main advertising.

제 5도는 주광고 배경에 협찬사의 각종 상징물이나 협찬사 회사의 이미지를 부각시킬 수 있는 건물, 기타를 배경으로 주광고 실시5 shows the main advertisement against the background of the main advertisement, with various symbols of sponsors, buildings that can highlight the image of the sponsor company, etc.

제 6도는 주광고 배경에 협찬사의 상품 등을 진열해 놓거나 상품의 특성을 나타낼 수 있는 배경을 대상으로 주광고 실시FIG. 6 displays main products of sponsors in the background of main advertisements or conducts main advertisements against a background that can show characteristics of products.

제 7도는 주광고 실시중 모델이 주광고와 관련있는 상품이나 제품에 대해 주광고 상품 광고시 함께 사용할 것을 권고(멘트)함Figure 7 recommends that the model during the main advertising be used together with the main advertising product for the products or products related to the main advertising.

제 8도는 주광고는 화면의 2/3 크기로 수직 분할하여 좌측에서 실시함과 동시에 협찬광고는 우측 상·하에서 협찬사 2개의 광고를 화면으로만 동시에 보여줌In FIG. 8, the main advertisement is vertically divided into two-thirds of the screen, and the advertisement is shown on the left side, while the sponsorship advertisement shows two advertisements on the screen at the same time.

제 9도는 화면을 4등분하여 주광고는 좌상단에서 음성과 화면을 동시에 보여주며 협찬광고 A, B, C는 화면으로만 보여줌Figure 9 divides the screen into 4 parts so that the main advertisement shows the voice and the screen at the top left, and the sponsored advertisements A, B, and C are shown only on the screen.

※ 도면의 주요부분에 대한 부호의 설명※ Explanation of code for main part of drawing

1 ··· TV화면 외곽선1 ··· TV screen outline

2 ··· TV화면 (프로그램 광고내용)2 ··· TV screen (program advertisement contents)

도1 ∼ 도9 참조1 to 9

최근 인터넷 광고, CATV 프로그램 광고에서도 협찬광고의 효과성, 당위성 등이 입증되었는 바, 세계적인 광고추세 변화에 부응하는 차원에서 규제 완화가 절실한 TV 프로그램 광고 부문에서 광고주 / 대행사들의 의식개선을 통하여 TV 프로그램 광고의 일대 혁신을 유도하기 위해 TV 프로그램 광고 기법의 다양화 된 표준화 적용으로 시청자들을 즐겁게 하면서도 광고주 / 대행사는 광고비용 절감과 동시에 광고 효과는 최대한으로 달성 가능하고 본 발명안의 국제출원 / 특허 획득시 TV 프로그램 협찬광고 기법분야에서 선도적 역할의 기틀 마련 및 국제 로얄티 수입 획득도 가능함.Recently, the effectiveness and legitimacy of sponsorship advertising has been proved in internet and CATV program advertisements. Advertisers / agencies can achieve the maximum advertising effect while maximizing the advertising effect while diversifying standardization of TV program advertising techniques in order to induce the innovation of the TV program. It is also possible to lay the groundwork for a leading role in sponsorship advertising techniques and earn international royalties.

Claims (1)

텔레비전 프로그램 광고 방송법 개정 등의 사유로 협찬광고 허용시 도1 ∼ 도9(도면의 간단한 설명 참조)와 같이 TV 프로그램 협찬광고 기법 표준화에 대한 적용Applicable to the standardization of TV program sponsored advertising techniques as shown in Figs.
KR1020000071760A 2000-11-29 2000-11-29 Standardization to Cooperation advertisement techniques of the Television Program advertisement KR20010016278A (en)

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Citations (4)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
JPH09244600A (en) * 1996-03-07 1997-09-19 Fujitsu General Ltd Advertisement display system
JPH1185783A (en) * 1997-09-04 1999-03-30 N T T Data:Kk Advertisement information provision system for information provision service
KR20000030282A (en) * 2000-02-18 2000-06-05 성진호 Advertisement televising method by using televisiorn
KR20000056825A (en) * 1999-02-26 2000-09-15 이재근 Method For Separating a Commercial And Formality Program In Television Broadcasting And A Receiving Apparatus Thereof

Patent Citations (4)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
JPH09244600A (en) * 1996-03-07 1997-09-19 Fujitsu General Ltd Advertisement display system
JPH1185783A (en) * 1997-09-04 1999-03-30 N T T Data:Kk Advertisement information provision system for information provision service
KR20000056825A (en) * 1999-02-26 2000-09-15 이재근 Method For Separating a Commercial And Formality Program In Television Broadcasting And A Receiving Apparatus Thereof
KR20000030282A (en) * 2000-02-18 2000-06-05 성진호 Advertisement televising method by using televisiorn

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