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레포트 > 경제경영계열

KT 광고분석(영문)

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레포트 > 경제경영계열
2010.01.29
36페이지 / docx
1,700원
51원 (구매자료 3% 적립)

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KT 광고분석(영문)에 대한 자료입니다.

Introduction
(1) Company selection:
(2) The purpose of this project:
(3) Company & Brands Overview about ‘KT’

Body 1 – Analysis for industry and market
Market Size:
① Main Customers:
② STP Analysis

Body 2 – Communication strategy analysis
Case 1: KTF ‘Show’
1. Background of its communication strategy and advertising:
2. Message strategy of advertising
① The objective of advertising:
② Targeting of advertising:
③ Message construction
④ Analysis of advertising ‘Show’
3. Media strategy:
4. Effectiveness of advertising campaign:

Case 2 : KT ‘Qook’
1. Background of its communication strategy and advertising
2. Message strategy of advertising
① The objective of advertising:
② Message construction:
3. Media strategy

Case 3 : KT ‘Qook & Show’ – Convergence product
1. Background of its communication strategy and ads
2. Message strategy
3. Media strategy
4. Effectiveness of current advertising

Case 4: ‘KT Olleh’ – Overall company’s brand advertising
1. Background of its communication strategy and ads
2. Message strategy
3. Media strategy
4. Effectiveness of current advertising

Body 3 – Proposal of future communication strategy
① Establishing marketing and communication strategy
② Message strategy
③ Media strategy and other communication mix
Conclusion

본문내용

(2) The purpose of this project: As we mentioned in the title, we are going to do our project for ‘Marketing communication strategy of KT’. Based on the basic information of market size, target customer, and big competitor, we are going to do brief PEST and STP analysis. And then we move to our main topic for communication strategy by using advertising course materials we learned before. Finally we suggest some future strategy for KT, showing the advertising we made. In short, understanding contents we learned in class, and applying them to the real case is our main purpose of this project.
(3) Company & Brands Overview about ‘KT’
There is a lot of information about KT history from 1981 to now. However the most important thing in this project is to know the flow structure of KT to understand each communication strategy of brands. Even though KTF had been one of departures in KT at first, KTF became privative company. Actually KTF was the second mover in telecommunication business, following market leader SKT. As a result that KT took over KTF again in this year of 2009, it could have many business sectors including telecommunication business. Based on this history, we are going to focus on some outstanding brands, ‘Show’, ‘Qook’, ‘Qook & Show’, and overall company campaign, ‘KT Olleh’.

#strategy #KT #we

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