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 much beneficial tuna is. Lastly, through
attitude is formed, it's also effect on brand attitude. In the case of Vita500, consumers’ attitude remains positive though the commercial has been exposed repeatedly. It is because each member of Girls’ Generation is shown alternately during the campaign period.
On the other hands, endorsers can have negative effect on the brand on the other hands. When consumers comprehend advertisings, t
ads : prevent wear out effect caused by repetition
When we execute ad campaigns, there are a few important considerations - unity/ consistency/ correlation. To prevent 'Advertising wear out', they executed 7 series TV ads, while maintaining the core massage, '진심이 짓는다'. It deals various concepts (convenience/energy saving/eco-friendly, etc.)
※ 진심의 시세 ※ 진심은 눈에
Campaign은 젊은 세대의 문화에 속한 그룹과 연합하여 성공
을 거두었지만 매출 신장에는 영향을 미치지 못하였음.
but > product purchasing history, product loyalty 등이 소비자의 attitudes와 values와 영향을 주고 받는 것으로 나타남.
Psychographic는 회사가 어떤 시장에 진입할지, 어떤 제품을 출
Internal Resource Analysis (Strengths and weaknesses)
Strengths
The very first The Body Shop store opened in Brighton in 1976, and now The Body Shop is an international company with over 2,500 stores in over 60 markets worldwide. During the period, Anita Roddick has conducted a campaign such as Stop HIV/AIDS campaign and Stop Child Trafficking Campaign with its 5 values which are Against Animal