Ⅰ. 광고 메시지표현 전략
1. 메시지 표현 전략의 형성 과정
메시지의 표현 전략에서는 어떤 주제를 어떤 메시지에 담아 어떻게 표현할 것인가를 결정하는 것이 중요하다. 먼저 표현 주제를 정한 후 전달하고자 하는 메시지를 형성하고 이를 어떻게 표현할 것인지에 대한 전략 및 모델을 결정해야
0. Summary
Glaceau Vitamin Water owned by Coca Cola is currently focusing on 10-20s female customers for launching their innovative advertisement. With the fresh image of “water with vitamin,” it became a symbolof modern and healthy oriented life. They had efficiently used story telling marketing method, use publicity and did personal selling in streets at Kangnam station and Garosu-Gill wh
of it.
The direction of improvement
Install a fountain in the middle of garden using Novotel's symbol and make some spots that customers can take a rest while enjoying the fountain and Haeundae beach.
Expected Effectiveness
As we install a fountain in the left alone garden so that it can make better use of space and accord with dynamic Haeundae's image.
ⅳ. Front Gate
The reason of
of golf
Cool and rebellious, vintage varsity
Ralph Lauren has established competitive positioning in the market
In customer’s perception, Ralph Lauren satisfies Appealing Attributes
(luxury, heritage, characteristics, overseas popularity)
However, Ralph Lauren is perceived as not a very popular brand
(young image, Korean popularity, price competitiveness, peer)
1) Crite
of course those numbers are set by customers.
History
After the unification of Italy in 1861, Milan became a city that symbolized the second industrial revolution and the related social changes. Therefore, the new emerging middle class sought to renew the urban image of the city, seeking to surround themselves with the symbols and