[마케팅] 패러디 마케팅(영문)

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레포트 > 경제경영계열
2009.08.29
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Table of Contents

1. Introduction
2. What and Why Is Parody Marketing?
3. Three Rules for Success
1) High Quality Through In-depth Research
2) Reversal of Expectations with Sense of Humor and Things to see
3) Effective product Value Delivery
4. Successful Examples
1) Jinro – 참이슬 Fresh, CIS 2006
2) Subaru Company – Forester, Sexy Sumo Wrestlers TV Commercial 2009
3) Korea Yakult - Wang-Ttu-Kkung (왕뚜껑, King-Lid), At the Dancing Hall 2004
5. Unsuccessful Examples
1) Failed to Satisfy the Three Factors
a. Dong-A Pharmaceutical – Bacchus, Her Secret Drink 2008
b. Grand National Party – Advertisement, We-Are-The-Best-In-Politics 2009
2) Satisfied the Three Factors, Yet Still Failed
a. Pizza Hut – Mini Gold Pizza, ‘Mini Story - One Pan Is Nothing’ 2008
b. 002 LG Dacom – Message Charge, Hun-ah Na’s Press Conference 2008
6. Summary

본문내용

1. Introduction
Companies need to add more value and deliver superior services to customers. So companies try to more engage, listen, and respond to their customers to bolster customer satisfaction. Also to maintain customer relationship, considering the state of the economy of these days, marketers must develop new and innovative strategies and tactics that differentiate their companies’ product from that of competitors.
To create a center of customers’ attention, companies use many marketing strategy. They usually hire famous models whose image matches well on the product or invest a lot of money to advertising companies to make them coming up with unique marketing plans. They spend huge amount of money every day and night. However, the input does not guarantee the output. Companies need more effective way. In other words companies want to maximize profit and value delivery with minimized cost, especially in economic recession like these days. There is a good way to capture consumers’ attention easily in limited budget: borrowing existing well-known objects – It is parody marketing.

2. What and Why Is Parody Marketing?
The meaning of parody is making humorous poetry recitation by imitating famous author’s metrical or rhythm. Sometimes it involves bad means, but humor and satire are the nature of parody. Parody marketing is a promotional technique by taking a scene of famous movie, drama or social phenomenon. As using satire and humor, parody marketing increases customers, enhances customer satisfaction, and makes better communication with all company stake holders. The following article shows that how parody marketing is promise and useful.
Why Use Parody Marketing in Business?
If you Google “parody marketing,” you‟ll find over 4 million entries.

Searching YouTube produces 921,000 hits, and “YouTube Marketing Humor,” nearly half a million. Video parody marketing is growing quickly and well worth investigating as part of your marketing communications strategy.
Yet people love searching the Internet for information about virtually everything, including your products and services. And...they love humor. Over 240,000 people each day use keywords related to humor on Google, Yahoo and MSN and 230,000,000 (that's million) listings related to humor currently show on Google.
http://www.parodymarketing.com/2009/01/why-use-parody-marketing-in-business.html
In this regard, the parody marketing is growing quickly and it is well worth investigating as a part of marketin

#the #of #and #to #parody #marketing #was #it #product #is

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