[마케팅] 청소년 마케팅 (광고) <2>

목차

X·Y 세대 ······························· 1
1. 서론 ···································· 1
2. 청소년 소비자의 구매행동에 대한 영향요인분석 ················ 2
1) 청소년에 대한 이해 ····························2
① 신체적, 성적 성숙 ···························2
② 인간관계 확대 ·····························2
③ 자아정체성확립 ···························· 3
2) 청소년의 구매행동 특징 ·························· 3
① 대중매체에 의한 모방행동 및 충동적 소비행동 ··············3
② 유행에 민감한 구매행동·························4
③ 동료에 의한 구매행동 ························· 4
④ 유명상표 선호의 구매행동························4
3) 구매행동에 영향을 미치는 제 요인 ·····················5
① 가족 ································· 5
② 동료집단 ······························· 5
③ TV 광고 ······························· 5
3. TV광고가 청소년 소비자의 태도와 구매행동에 미치는 영향 ·········· 5
1) TV광고에 대한 청소년 소비자의 태도 ··················· 6
2) TV광고가 구매행동에 미치는 영향 ·····················6
① 윤리성의 문제 ·····························7
② 소비문화 조장의 문제 ························· 7
③ 대중문화의 퇴폐화 문제 ························ 7
4. 세대별 구분································· 8
1) 베이비 붐 세대에서 N세대까지·······················8
5. N 세대 ···································10
1) N 세대 중심 광고 ····························13
① SK텔레콤 TTL····························13
② 삼성전자 매직스테이션 ························ 14
③ 기타 ·································15
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본문내용

테크노가수 이정현과 할리우드 출신의 릭윤을 앞세워 n을 강조한다. 그리고 SK텔레콤은 스피드011을 미래세계의 황량한 도심에서 어린아이에게 메시지를 전달하는 장동건을 모델로 n.TOP을 선보였다. 그리고 n세대를 위한 신개념의 이동전화 브랜드인 TTL을 내세워 3개월만에 70만 명이 넘는 가입자를 확보했다. 이렇게 상업적인 광고계에서 이미 N세대 담론은 수용되어서 활용되고 있는 상태이다.


신세기 통신 파워 디지털 017 CF도 N세대의 가장 큰 관심거리인 고독, 자유, 사랑을 드라마틱하게 그려내 젊은 세대의 주목을 받았다. LG정보통신도 휴대전화 이름을 'T22N'으로 하였는데 이것은 목표소비자인 N세대를 의미하는 Teen이라는 단어에서 e를 발음이 같은 2로 대신한 것이다.

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