[촉진전략] 비교광고에 관한 연구(영문)

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레포트 > 경제경영계열
2009.08.24
15페이지 / hwp
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[촉진전략] 비교광고에 관한 연구(영문)에 대한 자료입니다.

Contents
Ⅰ. Introduction
■ purpose of this report

Ⅱ. Study Review
1. abstract
2. IMC is customer-centric
3. IMC is data driven
4. What is the Comparative Ads?
5. purpose of Comparative Ads

Ⅲ. Research Findings
1. The comparative advertisement of oversea
■ The comparative advertisement strategy of oversea's companies - DHL, Pizza Hut
2. The view of comparative advertisement and Korean consumers' the propensity to consume
3. Domestic instance of comparison advertizing- Strategy and effect of 00365

Ⅳ. Study Evaluation
1.Comparison of traditional advertisement technique and comparison advertisement technique
1) Traditional advertisement technique
2) Comparative advertising techniques

2.Potential and the critical point of comparative
advertising
1) Potential
2) critical point (problem)

Ⅴ. Study Conclusion
1.what should be changed in comparison Ads
■ Attached information. Directly producted comparison Ad.

본문내용

Ⅰ. Introduction

■ The purpose of this report
The modern society can be told that it is a standardization society in aspects of the products' qualities and functions by reduction of the production cost and innovation of technology from building mass-production up. Therefore, it is difficult to have the competitive power in goods' quality and price in this society. For these reasons, in this modern society, the importance of distribution, promotion and advertising as a competition way of price and quality has been raising. Among these, especially, Korea has been affected by ads because Korea faced economical crisis of IMF in 1998 causing a keen competition. Corporations are in agony that they hope to be superior to competitors via the advertisement and to inform how let them know their products to consumers in a friendly and impressively ways. And, advertisements are considered as a mean of competition to ease distribution between each brand as their trait or convenience are unified in modern marketing environment. Besides, consumers has been experiencing a lot of brands indirectly through a number of advertisements.
Therefore, this report help you to consider the principle of the comparative advertisement that is a new type of advertisement technique carrying on the existing advertisement technique and to approach comparative advertisement effectively and easily through some case.

Ⅱ. Literature Review

1. Abstract

#of #the #to #is #and #in #comparative #be #that #advertising

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