주로 상품 또는 서비스에 대해 많은 사람들의 욕구를 자극하고 행동을 환기 촉진하여 판매상의 효과를 거두려는 상업 선전을 말한다. 우리가 보통 사용하고 있는 광고라는 말은 2가지 의미를 지니고 있는데, 하나는 광고물 (광고 메시지)이고 다른 하나는 그 광고물을 포함한 광고 활동이다. 전자는 인
guide’ for young people.
4. Communication concept
Communication concept of Korean is a story telling style. The advertisements with this concept have been broadly shown through TV, internet banner and printed advertisement. In the “Ask Japan about Japan(일본에게 일본을 묻다)” version of Korean Airline commercial, it is enough to excite consumers’ emotion. Although Japa
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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
advertisements and the most current ‘I’m a Mac’, which compares itself to the Microsoft user and creating a buzz after the ‘I’m a PC’ advertisement of Microsoft had been seriously criticized for being uncreative and ineffective. Above marketing strategies are taking up emotional marketing and image positioning; for example the users apply themselves in the silhouette ads so that they
advertising the youth show the promise for success for the New Beetle. The friendly relations with the dealers in the market are a great opportunity for the New Beetle.
Threat
Small car market of US is already occupied over 1/3 and Japan’s car also occupies 15.4%. It will be competitive in this market. And recently, a preference of full-sized car and SUV is now being increased in US marke