advertising as a competition way of price and quality has been raising. Among these, especially, Korea has been affected by ads because Korea faced economical crisis of IMF in 1998 causing a keen competition. Corporations are in agony that they hope to be superior to competitors via the advertisement and to inform how let them know their products to consumers in a friendly and impressively ways.
4. Milk market consumer's chracter
Milk is rational and low involvement market
Consumer prefer familiar brand
The main target in advertisement changed
between child and grown-up
5. Milk advertisement comparison selection
Seoul milk
-'The milk that maintain fresh of pasture'(210/500/1000ml)
-For best hygiene pasture management in korea, selected
Advertisement Analysis
To break preconception of the USA
Visa waiver program brought into action.
The story of the celebrities’ experience in the USA that could
Maximize audiences’ interest and inspiration.
They used the formation of ‘road trip’.
The main advertising copy is enough to rouse up
the expectation of USA trip
‘In the USA, where have you been so far?’
Culture is a system of elements comprising human behavior, the way of living and thinking, which unites people into groups by establishing their uniqueness.
Eg 2. Procter&Gamble found that its ads for Camay soap did not work in Japan because the ads featured men complimenting women on their appearance, the directness was not well received
Mistakes, concerned with efforts to translate the mess
SHOW
KTF was the 2nd Telecom company in Korea following the 1st one, SKT
throwing away its past image of second leading company.
With 3G technology, launching new service brand, SHOW
First advertising of ‘Show’ –Sperm (정자편)
Message of strategy
Objective of Ads
show
technology of 3G
Young generation
Show’ for the sake of differentiation to the other
Target Markets
▲ 담배 광고 집행자 2/3는 담배광고가 10대에 대한 것이라고 대답
▲ R.J 레이놀즈는 말보로의 고객을 뺏어오려 Joe Camel이란 캐릭터를 사용
▲ 가족이나 친구에 의한 담배 흡연 보다는 사은품이나 광고 노출에 의해
10대 흡연이 시작
▲ 미국의 흡연 문화로 인해 아시아나 기타 국
Brand Identity
SLOGAN
태어나서 가장먼저 신기는 신발,
첫 걸음마를 하기 전부터 뛰어 놀기까지!
VISION
Premium Children’s
Foot Wear Brand
MISSION
아이의 발 건강과
올바른 걸음걸이를 위한
ESSENCE
기능성 아동화
DRIVER
기능적, 안전함
DIFFERENTIATOR
발크기, 움직임, 목적을
고려한 디자인
FUNDAMENTAL
Adidas biggest competitors in the global sport market are Nike, Puma, Asics, Kappa, Umbro and various other sport brands. Adidas managed to maintain its lead in the soccer shoe market. However, the North American market became the core of the global athletic shoe industry, and Adidas found itself scrambling to keep up with Nike in this dominant market. With the acquisition of Reebok however, adi
“깐깐한 정수기”라는 키워드는 고수하며
2번째 형 광고 초대박.
하지만,
두 번 우려먹기에는 약발이 떨어졌다
깐깐한 정수기
웅진 코웨이
(기능을 강조한
이성적 소구)
지난 번의 시후편 광고처럼 감성적인 CF로 계속 가되,
뭔가 색다른 방식으로 풀어가는 것이 필요하다.
시후 시리