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분야
ppt2.Analysis
3.Objectives
4.Creative Idea
5.IMC strategy
Why they should ware walking shoes when walking
All say Functional Fact
So we have to get out of the original message " when you walk, ware walking shoes! "
We should build OUR UNIQUE IMAGE OF W
CPRP = Cost of commercial time / GRPs
0.2566 billion / 2.3 million
= 111.5 GRP
Target : 3040 who watch TV
Message : W is together with your
walking time.
Execution
: Sending to a 15 seconds advertisement before and after drama time(prime time)
Expected Effectiveness
: W exposure to all targets. Expectation of recognition enhancement regarding the ‘W’
