Professor Lee Soo-beom and Dr. Song Min-ho of Incheon National University won the Excellence Paper Award at the Fall Academic Conference of the Korea Advertising and Public Relations Association
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[Professor Lee Soo-beom of the Dept. of Mass Communication at Incheon National University and Dr. Song Min-ho won the Excellence Paper Award at the Fall Conference of the Korean Society for Advertising and Public Relations held at the Mondrian Hotel in Itaewon on November 17.]
Professor Lee Soo-beom of the Dept. of Mass Communication at Incheon National University and Dr. Song Min-ho won the Excellence Paper Award at the Fall Conference of the Korean Society for Advertising and Public Relations held at the Mondrian Hotel in Itaewon on November 17.
The thesis written by Professor Lee Soo-beom and Dr. Song Min-ho, "Netflix's Analysis of Preference for the Composition of Advertising Plans: Focusing on Decision Tree Analysis," was published in the Journal of the Korean Society for Advertising and Public Relations <Advertising Research>. This paper was well evaluated by the judges for identifying users' determinants for the advertising-linked plan of the subscription-type OTT service, which is first applied in Korea, and deriving strategic implications for the related service industry through Netflix's advertising plan.
Professor Lee Soo-beom of Incheon National University said, "I am happy to have achieved good results by competing with a number of excellent papers," and added, "I hope it will help develop an advertising plan that suits consumers' preferences in the advertising industry, which is being shunned by consumers."
Dr. Song Min-ho, who participated as a co-researcher, said, "I found that the choice of the pay plan was more complex with a number of determinants than a few determinants," adding, "I want to establish a model with high predictability through systematic research that considers more diverse variables in the future."
Meanwhile, the Korea Advertising and Public Relations Association was founded in 1998 and is currently the largest advertising and publication association in Korea that publishes two academic journals listed by the Korea Research Foundation. The Excellence Paper Award has been selected and awarded one of the best papers among the papers published in the Journal of the Korean Society for Advertising and Public Relations <Advertising Research> over the past year.