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_SLIDE_xxxxxx_
Project title; analyzing and improving an ad
Project item; e편한 세상
_SLIDE_2_
Brand analysis
Target / Competitor analysis
Advertisement contents analysis
Problem and solving point
Improved ad better
contents
_SLIDE_3_
_SLIDE_4_
Brand analysis
Experience
comfortable world
Clean
Modest
complete
Humanism
Future
Freshness
Meaning of e편한세상 :
Brand identity :
_SLIDE_5_
Brand analysis
_SLIDE_6_
Target / Competitor analysis
Model
Common people
Celebrity
(김태희,김남주)
celebrity
(이영애)
Product exposure
ALL
Celebrity`product
Celebrity`product
Narration
“저희가 찾은 답은 ‘진심’입니다”
“프르지오를 만나면 자연도 프리미엄이 됩니다”
“세상보다 높은 자부심”
copy
진심이
짓는다
내일의 프리미엄
모두가 꿈꾸는
그 곳
_SLIDE_7_
B…(생략)
① Model
② Novelty - Stimulus Determinants of Attention
③ Prevent ‘wearout effect’ series of ads
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talt psychology ‘Figure and ground’)
prevent ‘overshadowing effect’
rather focus on specific information than model
(`source credibility‘)
Cannot have model effect
No attractive model
(Classical conditioning theory)
Good
Bad
① Model
_SLIDE_xxxxxx6_
Advertisement contents analysis
② Novelty - Stimulus Determinants of Attention
unusual stimuli ‘wall pad’ :
advertising domestically for the first time
the orange lines
Effectiveness of capturing consumer attention
2. Facilitation of message comprehension
3. Activation of consumers` needs
4. Consumer Persuasion
5. Influence brand attitude
_SLIDE_xxxxxx7_
Advertisement contents analysis
8 series TV ads
- xxxxxx층의 재발견
- 진심의 시세
- 진심은 눈에 보이지 않습니다(창호&벽체)
- 베이크 아웃
- xxxxxx0cm의 진심
- 진심이 지은 에코하우스
- 지구를 지키는 진심(wall pad)
- 장애물 없는 생활환경
Effectiveness of capturing consumer attention
2. Facilitation of message comprehension
3. Activation of consumers` needs
4. Consumer Persuasion
5. Influence brand attitude
③ Prevent ‘wearout effect’ series of ads
_SLIDE_xxxxxx8_
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광고심리,e편한세상,아파트광고,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시~.pptx
[Size :
10 Mbyte
]
ٱ
