Communication Planning
본질적인 요소 2가지
Messages
소비자들에게 어떠한 정보를 이해시키고 강화시킬 것인가
Incentives
소비자들이 어떠한 행동을 하도록 할 것인가
광고가 필요한가, 홍보가 필요한가, 판촉이 필요한가 ?
커뮤니케이션의 본질적인 목표를 이루기 위한 기능적 수단들일 뿐이다.
Information Processing Model of Communications
� 사람이 커뮤니케이션에 설득되기 위해서는 여섯 단계가 있어야 한다.
By. Prof.William McGuire (Univ.Yale)
1. Exposure: 커뮤니케이션을 보거나 들어야 한다.
2. Attention: 커뮤니케이션을 주목해야 한다.
3. Comprehension: 커뮤니케이션의 의도된 메시지나 주장을 이
building level로 나아갈 수 있는 가능성을 마련할 수 있게 되었다는 의의가 있다.
3.5. Competency-building level에 도달한 사례
3.5.1 Environment-Competency building level: 유한 킴벌리
환경 분야에서 Competency building level의 CSR 활동을 성공적으로 수행하고 있는 대표적 기업으로 유한 킴벌리(Yuhan Kimberly, Ltd.)가 있다
building appeared. One of these alternatives, green building certification was actively developed and carried out in each countries.
The United States established US Green Building Council (USGBC) in 1993 for pursuing the sustainability of buildings and construction industry, designed buildings and communities that can give environment improving quality of life and presented LEED (Leadership in
act regionally and to build “epistemic communities”.
Thurmaier and wood found that the bountiful ILAs in Kansas city metropolitan area thrived in a political and administrative culture.
Wood think that ILAs may be preferable to public-private partnerships in that governments share common goals and values which results in more trust, fewer agency problems, and lower transaction costs.
build, assemble, convert, or furnish a product or service. The finished products are then passed to the distributors who transport and deliver it to the customers. While material flows from left to right, that is from suppliers to manufacturers distributors and customers, information flow in a conventional supply chain flows in the opposite direction. The customers order from the distributors, wh
build and support sustainable communities.
Profit: Maximizing long-term return to shareowners while being mindful of our overall responsibilities.
▪ Coca-Cola Values
Our values serve as a compass for our actions and describe how we behave in the world.
- Leadership: The courage to shape a better future
- Collaboration: Leverage collective genius
- Integrity: Be real
- Accou
building is not to be confused with "team recreation" that consists of activities for teams that are strictly recreational. Team building can also be seen in day-to-day operations of an organization and team dynamic can be improved through successful leadership. Team building is said to have benefits of self-development, positive communication, leadership skills and the ability to work closely to
Build coalitions and expand networks.
Assign loyal people to key positions.
Control decision premises.
Enhance legitimacy and expertise.
Create superordinate goals. Create integration devices.
Use confrontation and negotiation.
Schedule intergroup consultation.
Practice member rotation.
1950년대에 담배의 유해성에 대한 대중의 우려가 높아지자,
미국 담배산
Information system in Nexen helps to build a strategy to help gain competitive advantage. Nexen gathers customer’s information from the feedback, and then develop their input resources to the satisfactory of both customers and suppliers. Therefore, information system plays a great role to globalize Nexen Tire.
Innovative managerial practices
How is entrepreneurship encouraged
The pr