| Abstract |
| As of the second half of 2007, Korea has over 34 million people connecting to the Internet habitually. The Internet is considered an important marketing tool for advertisers. This study observed the present and future of rich media advertisement, the new form of advertisement that maximizes the use of interactive multimedia elements. I analyzed different types of rich media advertisement 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 manifested 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 advertisement. Chapter 5 observed the current use of rich media advertisement to discover existing problems and specified the method of increasing effectiveness 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. |
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| Key Words |
| 리치미디어, 광고, RichMedia, Interactivity, Advertisement |
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