리치미디어광고의 현황과 발전방향성 연구

Abstract

As of the second half of 2007, Korea has over 34 million people connecting to the Internet habitually. The Internet is considered an impo rtant marketing tool for advertisers. This study observed the present and future of rich media advertise ment, the new form of advertisement that maximi zes the use of interactive multimedia elements. I analyzed different types of rich media advertis ement and how various techniques are applied. This study took the following steps: Chapter 1 described the purpose, scope, and methodology of this study. Chapter 2 discussed the theoretical background of rich media and man ifested the definition and effect of rich media advertisement. Chapter 3 listed the types of expression of rich media advertisement. The types of expression were classified into technical aspects and creative aspects. Chapter 4 discussed the strengths and weaknesses of rich media advertis ement. Chapter 5 observed the current use of rich media advertisement to discover existing problems and specified the method of increasing effectiv eness of rich media advertisement. Then, it was discussed how the Internet advertisement could evolve in the future. Last, conclusions were derived based on the above chapters.