On March 5, Professor Lee Kyung-yul, from the Department of Advertising and Public Relations at Hanyang University(HYU), won the first prize for his research paper on  information processing of SMS-based mobile advertising in the 2009 Top Paper Award from the Korea Advertising Society.
Professor Lee Kyung-yul said, "I am very surprised at winning the first prize, since I never expected to receive a reward while I was writing the paper. Anyway, I am very glad that people in the advertising society acknowledged every effort I put into my work. Perhaps the primary reason for receiving the first prize is that my paper reflects both theoretical and practical studies." His purpose for writing the paper is to test the normative model of the information processing of SMS-based mobile advertising. This study basically suggests a two-step information processing model for SMS-based mobile advertising.
   A total of 400 mobile ad users received a text message about a survey request. After receiving the text message, they were required to either choose ARS call back while connecting to wireless Internet or simply neglect the message. This whole process ensured that their decision was voluntary and informed, unlike on TV, which exposes them to information regardless of their will.
   Professor Lee added, "The results of the structural equation model analysis showed that perceived usefulness and perceived ease of use turned out to be significant predictors of the success of wireless Internet homepage ads, which in turn resulted in a positive attitude toward SMS-based mobile ads." Specializing in advertising and media planning, he has great interest in new social media instruments such as Twitter, Facebook and their influence on people's lives as the advent of the Information Society with developing IT technology progresses. Professor Lee said, "In the future, I would like to do more research on social media and how it brings about changes in our daily lives and whether it fits in with our traditional values in which we prefer to hide our identities rather than reveal our private lives." Professor Lee expects Hanyangians to listen to him very carefully. "Have an interest in the changes of society and recognize the invigoration of social networks. Take this as an example. There might be both good and bad points. The former is an invigoration of a variety of social class networks from one generation to the next. The latter is the weakness of family ties, since each person has their own preference; nevertheless, they are family. By doing this, our thoughts will expand broadly." According to Lee, he prepared to write the mobile advertising paper for three to four years and spend about six months in actually writing the paper. Encouraging his students, the winner of the contest hopes to see Hanyangians enlarge their ambitions while trying not to give up on their goals.