advertisement was to change the brand attitude and brand purchase intention regarding the canned tuna product. Before the launch of the ads consumers had no product attribute. However, after the release of the campaign the consumers’ attitude about Dongwon canned tuna has changed to healthy food. Secondly they attempted to convert other consumers to consume tuna products by showing them how muc
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-An integrated brand of food business
-Mark: Honesty, Trust, Fresh, Purity
Theory
-Brand personality
-Brand image
-Perceiving through hearing-sound
-Celebrity advertising strategy
-The foundation of attitudes-emotion
-Contracting stimuli
-Cognition
Orion cooperated with the online game company.
It's stimulated children's interest.
Consumer have beliefs about Cracker which is only for kids.
Dr. you change this beliefs by advertisement.
Orion’s cracker is can be a cracker for kids, old man, woman who is dieting.
Consumer usually avoid cracker and worry about health. But This cracker is not fried. And use a regional spec
attitude Change)을 말하는데 태도변용에는 광고를 하는 기업이나 조직 자체 및 그의 상품 또는 서비스에 대한 ㉠호의적이고 새로운 태도의 형성(attitude formation)과 ㉡호의적인 기존태도의 강화(attitude reinforcement) 및 ㉢비호의적인 기존태도의 호의적인 방향으로의 변화(attitude change)가 포함된다.
한편 태도
attitude toward celebrity/spokenperson' with 'pleasant feeling&favorable attitude toward product'), a favorable feeling for celebrity attractions and a frank image which were known to the mass of people is paring to brand image when advertisement execution.(This could be adapted to the effect of endorsers on attitude formation. the image, behavior, and values of the endorser must be compatible wi