□ 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, Dom
image. This positioning condition is related to convenience factor, the goal which the airline should prioritize such as route, schedule, scale, alliance with other airlines, total service quality and so on. Also, in the current Korean Airline advertisement, they focus on this subject ‘Travel guide’ for young people.
4. Communication concept
Communication concept of Korean is a story tell
advertising audience to remember your ad is the five work. For this reason, while exposing companies to pay huge costs for advertising, but you can see impressions relatively small compared to the cost of advertising effectiveness can be halved. Also, the advertising model, this duplication appeared to weaken the company's brand image of credibility is down.
Sports marketing opportunities than
※ HYUNDAI use original music for
the advertisement
Pump to the bass” produced by
DJ Carl Cox
Music make a
dance floor image
and Matching for 20-30’s
young people
It send messages for consumer
“difference with other cars”
HYUNADI just do Advertisement about image
How can we make a promotion for men from
20s to 30s who hav
image. However, there was a limit to this strategy to be distinguished from SENS which also emphasized its technological ability. X-note has executed advertisements which focus on X-note's stylish image through endorsers in addition to Sin mina who today's youngsters' 'wannabe'.
While, SENS has used Im Sujung since 2004 as an endorser. She became a model of Sense thanks to the big-hit soap o
advertisement target.
STP Analysis (continued)
The diagram below shows the positioning Dongwon wanted to achieve through this advertisement campaign. The current image of canned tuna in the consumers’ mind is low price, low grade convenient food. Dongwon wants to shift this position to low price well-being and healthy. Thus, they will give impression that canned tuna has benefit th
Advertising objectives
To get a positive image by asserting its development of
a certified eco-friendly organic product
Target audiences
High class (privileged) Chinese women between their 30s and 60s
who enjoy spending for beauty
Product Image and product personality
A brand-name cosmetic product that only uses oriental ingredients.
Product positioning
by organizing
Wide distribution channel coverage, Strong A/S (maintained VW’s brand image)
Slowly cancelling Dealer shops and implementing more 4S Shops
Strong pressure due to high investment requirements in some small cities
Abilities of the dealers are not that great (in terms of profitability)
Late entry, yet very successful
Focuses on personal consumption of automobiles
Efforts concentrat
Image NO.2>
(2) Message
Keep repeating the number 1577 so make people can't forget their company and call to this company easily than other company.
(3) Why Radio particularly effective?
They using the media which must use listening feeling only, which is radio very effectively and they don't need to pay bunch of budget to make special video advertisement so they can save their money
The largest airline company in Korea and one holding high rank in Asia
Earlier Advertisement : The quality of aircraft and services
① state-of-the-art and large-scale aircraft
② Campaign slogan: Sky, blue sky
③ ‘Excellence in Flight, Korean Air’
Flight mileage - common customer preference
Company image improve through sponsorship policy
Public Relationship(PR)
Media Adve