2. Competitive Analysis
General market conditions have been unfavorable to the general food industries, issues concerning MSG and ingredients from overseas, especially Chinese ingredients have led the consumers to get suspicious of the general food industries and started raise their own foods for themselves. Though the conditions are unfavorable certain brand and corporation managed to sustain
1903년 중국 최초의 맥주가 탄생한
청도 맥주의 명성과 지방 관광 활성화
를 위해 개최
청도지역은 예전 독일의 식민지로 맥주가공기법을 전수받음
매년 50개의 세계적 맥주회사와
100만명 이상의 사람들이 축제에 참가
매년 8월 중순~9월초에 개최
(16일동안 진행)
아시아에서 가장 큰
1. Description of company/customer/competitor
A. Company Analysis
Commemorating its 30th anniversary in 2009, E-Land announced the launching of Korea’s first fast fashion brand, SPAO. Short for “Specialty retailer of Private-label Apparel Original,” SPAO is located in the casual clothing line of E-Land’s fashion category.
a. Brand Concept
SPAO’s vision is to become the best SPA
“Media Technology and the 24-Hour News Cycle"
〈Intro〉
In 1970s, American households received news from 3 TV networks, but nowadays, cable news channels, international news channels, and satellite radios makes 24-hour news cycle. and buyout of the news networks by major conglomerates and heightened expectations about news profi
Ⅰ. A preface
1. Adolescence vs. Puberty
Adolescence is the transitional period between childhood and adulthood during which young people mature physically and sexually. Adolescence should be differentiated from puberty, which is more specific. Adolescence might be considered a cultural concept that refers to a general time during life.
In the other hand, puberty is a physical concept t
Bullet theory
Behaviorist psychology
Instant, direct, and uniform effects
The members of audience are Powerless
(S-R model)
Selective influence theory
Two-step flow
Media effects
on attitude change in a political context
Selective use of the media
- Selective exposure, perception, and retention
Agenda
Chapter 1. Overview of IMC
1989년 미국 광고에이전시 협회(이하 Four A’s)의 TF팀에 의해 정의된 IMC는 다음과 같다. 커뮤니케이션 분야(전통적 광고, 인터렉티브, 세일즈 프로모션, 홍보)의 다양한 전략적 역할들과 명쾌하고 일괄되며 최대의 커뮤니케이션 임팩트를 제공하는 분야들을 결합을 평가하는 포괄적
media product over American ones as well as the reasons why they enjoy watching the dramas together and what they derive from it. We will also be looking at some current situations on phenomenon and compare it with the ones from the past.
▣ The Characteristics of Korean Housewives.
In agriculture studies, the word "housewife" is occasionally used referring to the person who does the majori
[커뮤니티 활성화 전략]
☞ Keypoint 메인 커뮤니티와 고객 개인 미디어간의 쌍방향 커뮤니티 구축
1. 쇼핑몰 Point를 통한 고객 참여 유도
2. 개인 미디어(블로그, 카페 등)를 통한 홍보 시 Point 지급
3. 동영상 UCC를 활용한 생활 노하우 Page 구축
[Viral Marketing _ 블로그 마케팅]
블로그 마케팅 장점
- 압