SENS has stressed technological functions of laptop computers on the advertisements because they think that laptop computers are included in 'high-involvement/thiking products',then consumers are Rational Decision Makers for laptop computers. Also we can think that it emphasizes Utilitarian Functions
For the reference, Samsung have tried to make consumers perceive that Sam
Consistency with Self-Concept
Our mental view of who we are
self-concept help us define who you are
owning this brand is important to their self-definition and
is personally relevant
Values
Beliefs about what is right, important, or good
Consumers motivated to attend to and process information
when they find it relevant
Goals
Outcomes that we would like to ach
by area stores, checkout procedures, display and presentation of mercandise, and ease of driving to an area.
(5) Sales personnel
* Knowledgeable and helpful salespeople are still
important when choosing a store shopping center.
* What makes a salesperson effective?
1) Perceived knowledge and expertise
2) Perceived trustworthiness
3) Customer knowledge
4) Adaptability
3. 타겟
‘e편한세상’은 ‘보통사람’을 타겟으로 삼고 광고를 제작한다. e편한세상이 말하는 보통사람이란 자신이 사는 곳을 자신의 부의 상징, 또는 지위를 나타내는 지표로 생각하는 사람이 아니라, 편안함을 얻고 휴식을 취할 수 있는, 집 본연의 기능을 충실히 하는 곳으로 생각하는 사람을 뜻한
consumer's increasing interest on health.
- After the release of Pulmuone's wrapped tofu, the scale of wrapped tofu is increasing. Our target is also wrapped tofu in two companies, Pulmuone and CJ 제일제당.
② Current State of tofu market.
Two companies(CJ and Pulmuone)' current market share.
Pulmuone enjoyed the effect of occupation as the first mover in traditional tofu m