[광고심리] 우유산업 광고분석(영문)

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레포트 > 사회계열
2010.01.14
14페이지 / hwp
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소개글

[광고심리] 우유산업 광고분석(영문)에 대한 자료입니다.

1. Prologue
2. Milk market analysis
3. Milk industry traits (chracter)
4. Milk market consumer's chracter
5. Milk advertisement comparison selection
6. Advertising analysis - Seoul milk
7. Advertising analysis - Maeil milk
8. Epilogue

본문내용

3. Milk industry traits (chracter)
① Industry traits(chracter)
- High wall and local-concentrate market
② Industry development.
- 'Milk market's rate of growth' are decreased, but spread of well-being trend,
incerase of level of national income, incoming of western's dietary life, for this
reason 'premium milk market's rate of growth' is increased.
③ Chracters of business fluctuations
- Milk industry which typical domestic markets was effect business fluctuations,
season, sanitation-safety, so it comes the unbalance of production and
consumption. But rate of substitution was high because an individual product's
price range was wide.
④ Given condition of milk market
- Domestic dairy company practice perfect competition selling. Recently make a gift
and promotion event are discontinued, so milk company strengthen new product
development, marketing activity and so forth.
⑤ Competitive advantage of milk market
- Now domestic milk market's sales is occupied by Seoul milk, Maeil milk, Namyang
milk so called Big 3

To attetion milk market's industry chracters is that each product's brand-power is important. Brand which stored in consumer's memory is go to buying. After all to increase of advertisement, milk marketer need to method to improve brand acknowledgement

4. Milk market consumer's chracter
① Classify milk market To FCB model, it is rational and low involvement market. Relatively milk's price is low and milk is favorite food, consumer buy milk in low involvement. But milk related health, so consumer rationally think milk's quality and buy it. Rational consideration is determined by past buying-experience and also determined before point of purchase. Therefore it seems like a low involvement.

#milk #of #the #is #to #and #in #that #are #by

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