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스타마케팅 성공사례,실패사례
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Contents
01 Introduction
02 Success case
03 Failure case
04 Conclusion
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01. Introduction
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Introduction
Part 1
Advertising
Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action
[Definition]
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광고
CONCEPT
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Harmony -` advertising effect
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Introduction
Part 1
When Advertising models and advertising products make a harmony, The effect of advertising is better
[Definition]
Match-up hypothesis
`Kamins 1990`
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광고모델에 따른 광고효과
The effect of advertising by advertising models
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02. Succesful cases
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Motivation about changing advertising model
Successful cas…(생략)
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ication Hierarchy of Effects Model
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Result of application
After ads that Song Hae appears,the number of deposits exceeded 187 during one month(2012/3/12~4/12)
Total deposit exceeds 100 billion (2012/3/12~4/12)
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Motivation about changing advertising model
Successful cases - 1
Part 1.
Lee Sun-Jin
2009~2xxx : the advertising model of prospecs W
Occupation : tv actress, model
1
During her ad procedures term, she only appeared in one drama and film.
The average ratings of her drama was about 11% and she played as supporting role in the drama. Also, her film “두여자” was a box office failure largely. Total attendance at this movie only reached 12, 3047.
Furthermore, she doesn’t have major works so it’s hard to identify her image.
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Motivation about changing advertising model
Successful cases - 1
Part 1.
2
She made his debut in 1997 as a supermodel
Of course, the image of model fits advertising walking boots. But in 2009, he
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