광고전략,광고마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p
- 최초 등록일
- 2012.05.03
- 최종 저작일
- 2012.03
- 16페이지/ MS 파워포인트
- 가격 2,000원
소개글
Actually, the company reported that there is significant Lee hyo ri effect on the product. After the advertisement was aired on TV, the product’ sales was raised. This is because the target consumers of the product and the new strategy were matched well. In order to appeal to young people, they casted sexy star and used the slogan “밥 한번 먹자”.3should we think this ad of good advertisement due to the sales rise?There is no right answer but we think that sales rise is not the only factor to determine good advertisement. So, We propose some criteria to decide good advertisement.Is the advertisement matched to the category of the product ? 제품의 카테고리에 맞게 광고가 기획되었는가Do the contents of the ad go with the product/ the model in the ad go with the product? 광고의 내용 자체가 제품과 어울리는가, 광고 내의 모델이 제품과 어울리는가 (광고 콘티 자체가 제품과 맞지 않음, 쇼핑몰광고로 손색 없음/ 이효리를 너무나 많이 보여주는 뱀파이어 이펙트/ ‘노래-글-사진’ 모두를 활용하려 한 복잡성) Do this ad appeal to main potential consumers? 이 광고가 주요 타겟 소비자층에게 어필할 수 있는가
목차
Introduction
- Guess what?
- What is good advertisement?
Discussions on Target Ad
- Product & advertisement
- Contents of advertisement
- Customers & advertisement
Conclusion & Suggestion
- Guidelines for improvement
본문내용
Product Category and Type of Appeal
Mismatch between
product category and type of advertisement.
-> Failure of image marketing
Product - Advertisement
“쌀 하나하나의
숨은 맛까지 느낄 수 있게 되었다”
“패킹까지지 분리되는”
“자동 스팀 보온이
촉촉한 밥맛을 지켜준다”
“세계에서 오직 하나뿐인 나만의 밥솥”
“명품내솥”
“명품철정.”
<중략>
Improvements
Balancing between product and ad context
- decreasing proportion of the model
- exposing the product consistently
- restoring balance between ad ad context and slogans
To eliminate vampire effect, the first way is to adjust the amount between model and product. In this ad, within 14sec, lee hyo ri occupy 11sec.
And the second way is to expose the product across the ad. Like Yu-na kim’s galaxy tab ad.
In the ad, the format is really similar with 쿠첸’s; showing that a model’s every day life but, the big difference is that in the galaxy tab, the product was always exposed. However in 쿠첸ad, before showing the product in 3 sec, there is no exposure of the product.
참고 자료
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