Professional journals
Journal of Advertising, Public Relations Review, Journal of Public Relations Research, Journal of Advertising Research, etc., 홍보학연구, 한국언론학보, 광고학연구, 한국광고홍보학보
Magazines and periodicals
Advertising Age, and PR Week etc.
Research summaries
The Internet
Everyday situations
Is the topic too broad?
Is the topic sufficiently
Key Publics:
Potential and current individual customers of
FedEx Kinko’s who plan to use the int’l shipping service
(Especially who reside in Seoul)
Goal:
Increase awareness of FedEx Kinko’s int’l shipping service
Objective:
To increase publics’ awareness especially about FedEx Kinko’s int’l shipping service up to 30% by June 2011
Research Purpose: Curr
4. Research Questions
a. What motivates customers to use FedEx Kinko’s international shipping services?
b. What factors or features make FedEx Kinko’s international shipping services different from other competitors?
c. What is the most effective way to communicate with our key public?
5. Research Program Design
A. Type of methodology
Survey
As a quantitative research, we h
Professional journals
Journal of Advertising, Public Relations Review, Journal of Public Relations Research, Journal of Advertising Research, etc., 홍보학연구, 한국언론학보, 광고학연구, 한국광고홍보학보
Magazines and periodicals
Advertising Age, (www.adage.com/) and PR Week etc. (www. Prweekus.com)
Research summaries
The Internet
Everyday situations
Is the topic
research proposal
Setion Description
최종 레포트
개요 -최종 레포트의 기본적인 개요가 제공 되어져야함.
-예상되어지는 내용의 간단한 설명과 함께 중요한 섹션들이 리스트 되어져야 함.
-연구자가 연구할 양적인 결과의 타입을 설명하기 위해서 dummy(가상) tables이 사용되어 질수 있음.
예산과 스케쥴 -연
research)
American Marketing Association(AMA)의 정의;
Marketing research is the function that links an organization to its market through the gathering of information. This information allows for the identification and definition of market-driven opportunities and problem. The information allows for the generation, refinement and evaluation of marketing actions. It allows for the moni
Issue Identification
<그림>
2004년 7월 아이팟 미니 출시 후 매출액 하향새
아이리버 2005년 ¼분기 수익구조 사상 최악 (애플을 잡자!)
- 제품단가 20%인하 / 기존에 비해 2배 이상의 마케팅 비용
2005년 ¾분기 매출액은 1,084억원으로 전분기보다 10.5% 하락했다.
아이리버의 높은 인지도와 우수한 품질을
1. Introduction – Green Time
- The only green tea product using English as a brand name
- Green tea leaves imported from china
- 30% of imported tea leaves contained
- Target on young people
- Mottos : natural, best and youth.
- Category : 1.5L(\1,983) / 500ml(\865)
340ml(\815) / 180ml(\410)
2. Market Situation - competitors
- It goes more than 30% larger e
Tiger beer? >>
병당 가격 2,750원
2006년 6월 국내 첫 출시
인공첨가물 X100% 자연성분 사용
5%의 알코올 함량
원산지 싱가포르
세계시장에서는…?
북미와 아프리카 대륙을 비롯해동남아, 유럽과 호주 등지에
유통되고 있으며…
1997년 호주 세계맥주대회 은메달
1998년