1. Introduction
The Hewlett-Packard (HP) is a leading company in the world which has been specializing its service offerings in accordance with changing IT market. As of 2004, its service offerings expanded through the acquisition of Compaq (even if it is regarded as an example of failed M&A), which allows HP to achieve economies of scale in terms of size, technology, and global network.
HP h
print ad in a magazine, they sought to base their prices on the number of people who would see an ad-what in the trade is called ”exposure- based cost-per-thousand pricing .” (The shorthand is CPM, with M being the Roman numeral 1,000.) As with conventional broadcast and print advertising, this approach measures only the amount of advertising delivered, usually expressed in terms of :exposure
Marketing Communication Options
Advertising
1) 특정 후원자에 의한 아이디어, 제품, 서비스의 비대인적 프레젠테이션 및 촉진의 유료 형태
2) TV광고, 라디오광고, 인쇄매체 광고, 직접반응 광고, 상호작용적인 광고, 옥외 광고 등이 있음
- 브랜드 에쿼티에 공헌하는 중요한 요소지만 구체적인 효과를 정
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.[1] Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole.
public service ad is a type of advertisement featured on television, radio, print
market
① Government-backed bottled water market
The water industry has grown up to a massive size. It is not only an essential element but a product that creates value in itself. There is fierce ongoing competition to enter and monopolize the water industry, but the market in Korea is still in its initial stages.
If the 19th Century is seen as the gold rush, the 20th century as the black
3.2. Targeting and Positioning
As mentioned above, this ‘Old Money’ segment can be reached by executing unique marketing strategies. One good example is the strategy mainly using only magazines to advertise their brand. If luxury brands use all other marketing communication tools as well, the image of luxury will definitely be blurred. So, to be consistent with this concept, there should be
print media
1.Purpose; make turn in to the positive attitude with wifi itself from
new consumer or mnp.
2.How to do; focused on main target with major media
+
high level of GRP based on reach
Desire[2months]
7,289682,000 won
Media importance
internet>TV and CA
market share during the period of 1975 to 1980. So we can find the factors that can improve the market share of the companies in this industry by analyzing Pepsi’s foot prints of this period.
In 1974, Pepsi launched the campaign named “Pepsi Challenge” in Dallas, Texas. Coke was the dominant brand in that city, and Pepsi was third behind Dr Pepper. Pepsi conducted blind taste tests. And
printer since 1997. Then Samsung started color laser printer business from 2003. In 2006, Samsung Electronics was able to produce the World's smallest color laser printer and started color laser multifunctional printer business. According to IDC 5000, for five years from 2000 to 2005, Samsung Electronics achieved the rapidest growth in the printer market by CAGR 24% growth rate for 5 years.
F
Appeals to people who has common interests
Advertisers reach to specific market by small amount of budget
The quality of magazines are higher than
any other print media
Long time warrant to exposure the ad to people
consumers
Contact
situation
Newspaper
Pros - Clarified a social classes and regions - Awareness active repetition, they can use the ad over and over
Con