인지도상승에 가장 효율적이라 판단되는 ‘Advertising’부분에서는 예산상의 문제로 TV광고를 집행할 수는 없지만, 지역민들에게 인지도를 높일 수 있는 방안으로 노출을 극대화하면서, 반복적 노출에 의한 친숙도 및 호감도를 상승을 기대할 수 있는 있는 매체인 대중교통을 중심으로 한 노출로 대중들
Our Strategy move to the UCC ?
일방적으로 정보를 쏟아 붓는
Mass Marketing 의 시대 종말
Interactive communication based New Marketing strategy
기업의 ‘UCC 공모’로 극대화됨
New Trend- user created contents
UCC란
사용자 제작 콘텐츠(User Created Contents)의 줄임말로
사용자가 순수한 열정
soon become advertiser.
-Alliances with Starbucks
*Definition: two different company contract to achieve their goal and share danger and profit through interactive relationship. Because they combine individual capability for their goal, such business is used to get more resources, technology, labor. It can make them to precede.
Specifically they can get effect through alliance like this.
1. Respiration(호흡)
<호흡의 필요성에 대한 부정적 견해>
- 호흡에 대한 특별한 치료가 필요치 않다 (Darley, Aronson, Brown, 1975).
(말산출을 위해 필요한 호흡은 많지 않고 발성, 공명, 조음을 하는 valve 기능을 증가시 키는 것이 기류를 효과적으로 사용하도록 촉진시키기 때문)
- 환자가 적절한 강
interaction among companies.
SAJO group's current president Jinwoo Joo is a direct and referent (charismatic) leader. When he decides something to push forward, he gives direction without hesitation, and takes care of all the risk involving the new project.
4.5 Shared Value
The final goal of SAJO is to produce best value for consumers through rational and innovative management and to contribut
What’s interactive ad?
1. Not Passive, ‘Active’
-> Communicate with consumers to promote
Products, brands, services.
2. Make consumers participate in Ad,
Not just watch
1. Need for closure
2% Commercial strategy
- Unclosed story
- Make consumer to check ‘Full story’
- Using QR code
Provide consumers with an
‘incomplete stimulus’
Incomp
Interaction Hypothesis by M. Long(1996)
Krashen을 취하면서 발전시킨 사회구성주의자 Long의 작업 - 상호 작용의 역동적 성격 강조, 학습자와 다른 사람(선생, 다른 학습자) 간의 상호 작용
이해 가능한 입력(comprehensible input)은 수정된 상호 작용(modified interaction)의 결과. modified interaction은 모국어 화자와 상대자가
interaction through function 'like’
Fan page-marketing for corporations(interlocking with external site)
wall-write and reply
Future mobile strategy
Focus on expansion of facebook users mobile usage experience within near 5~10years
Alliance with more than current 200 mobile service provider
Why?how?:
-Mobile method show twice as much using exposure as Web method.
-facebook will c
interactive experiences (recreation, amusement parks, travel, gaming) and media (movies, TV)
Entertainment marketing simply consists of the techniques and strategies developed to sell tickets to (or otherwise elicit payment for) activities that amuse and involve us.
Changing demographics:
Three broad demo shifts : 1) the emergence of a technologically savvy teenage audience. 2) an increase in
interact with the phone in a compelling way. And Apple, of course, developed and owns the software. Further, given the barriers to entry outlined above, Apple has little to worry about forward integration from its suppliers. So, in this sense, Apple is not beholden to the whims of powerful suppliers.
3. Consumer Power
The buyers of the iPhone are somewhat more powerful, however. Broadly speak