소개글
[경영학] 저관여이론 사례(영문)에 대한 자료입니다.
목차
1.Introduction
2.Factors that marketers should be aware of
3.Case studies – Coca-cola & Cheetos
4.IMC Tools
5.Conclusion
본문내용
3. Habit formation(doer)
Food-household items
model: Do-learn-feel
(responsive?)
Possible implications
Test: Sales
Media: Small space ads
10-second I.D.s
Radio; POS
Creative: Reminder
4. Self-satisfaction(reactor)
Cigarettes-liquor-candy
model: Do-feel-learn
(social?)
Possible implications
Test: Sales
Media: Billboards
Newspapers
POS
Creative: Attention
Coca-cola bottle shape illustrates the body of a female, thus attracting the male customers by motivating their sense related to “SEXY” issues