[경영학] Crispin Porter Bogusky 사례(영문)

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[경영학] Crispin Porter Bogusky 사례(영문)에 대한 자료입니다.
목차
□ Company History

◎ Beginning business in Miami.

◎ Who is Alex Bogusky?

□ How did CP+B became a successful worldwide advertising agency?

◎ Image and Reputation

◎ What are the campaigns that contributed greatly in enhancing CP+B's Image and Reputation?

□ In approaching the advertisement and IMC area, how does CP+B differ from other advertising agencies?

◎ "What if there were no TV and magazines - how would we make this brand famous?" - Alex Bogusky -

◎ Guerilla tactics, unconventional uses of media, and holistic marketing strategies

◎ Publicity/ Public Relations

◎ Advertising

◎ Interactive/Internet Marketing


본문내용
□ How did CP+B became a successful worldwide advertising agency?
◎ Image and Reputation
- There are multiple reasons for an advertising agency in gaining clients which are the followings.


- Among these factors, CP+B gained its major clients by strengthening its image and reputation through series of successful campaigns. Today, CP+B's major clients are MS Windows, Burger King, Gap, Dominos, Old Navy, Best Buy, American Express : Open, Coke Zero, and Brammo.

◎ What are the campaigns that contributed greatly in enhancing CP+B
참고문헌
◎ Advertising
☞ Commercials focusing on 「creative aspects」
Burger King
http://www.youtube.com/watch?v=ox5j2LpIYsE
http://www.youtube.com/watch?v=81DT8j7akdc
Microsoft Windows
http://www.youtube.com/watch?v=mUotyelWmFE

◎ Interactive/Internet Marketing
☞ Active use on internet Web Sites
Burger King, 『The Subservient Chicken』
http://www.bk.com/en/us/campaigns/subservient-chicken.html
Web Site of 『The Truth』
http://www.thetruth.com/games/toughlove/
☞ Working with on-line companies : Microsoft