Browse > Article
http://dx.doi.org/10.15207/JKCS.2018.9.12.145

A Study on the Meaning and Future of Sales Promotion in New Marketing Communication Environment  

Choi, Min-Wook (Dept. of Advertising & Public Relations, Namseoul University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.12, 2018 , pp. 145-150 More about this Journal
Abstract
This study examines the meaning and growth background of sales promotion in a new marketing communication environment and predicts its future direction. This study analyzed experiential marketing, individual marketing, media creative, and viral marketing as growth background of sales promotion in a new marketing communication environment, and predicted future direction of sales promotion as brand communication, consumer-brand relationship, application of ICT, integrated marketing communication. This study has a significance of analyzing the changing function and predicting the future direction of sales promotion in new marketing communications environment.
Keywords
Sales promotion; Experiential marketing; Individual marketing; Media creative; Viral marketing;
Citations & Related Records
연도 인용수 순위
  • Reference
1 A. M., Bennett, R. P. Hill, & D..Oleksiuk,(2013). The Impact of Disparate Levels Marketplace Inclusion on Consumer-brand Relationships. Journal of Public Policy & Marketing, 81, 16-31.
2 X. Huang, X. Li, & M. Zhang, (2012). Seeing the Consumer-brand Relationship: How Relative Physical Position Influences Relationship Perceptions. Advances in Consumer Research, 40, 777-778.
3 G. S. Kohli, T. C. Melewar, & D. Yen. (2014). Investigating the Strategic Marketing Significance of Brand Love in Developing and Nurturing Consumer-brand Relationships via Film Branding: A brandscape perspective. Marketing Review, 14(4), 383-405.
4 F. F. Reichheld. (1996), The loyalty effect. Boston: Harvard Business School Press.
5 F. E. Webster Jr.. (1992). Market-driven Management. New York: John Wiley & Sons.
6 D. Peppers,, & V. Rogers. (1994). In One-to-one Marketing Customer Interaction Vital. Business Marketing, 79(2). 9.
7 M. Reid, (2003). IIMC-performance Relationship: Further Insight and Evidence from the Australian Marketplace. International Journal of Advertising, 22, 227-248.   DOI
8 D. E. Schultz, S. I. Tannenbaum, & R. F. Lauterborn, (1993). Integrated Marketing Communications. Lincolnwood, Illinois : NTC Business Books.
9 S. Yahn (1993). Hallmarks of the '90s: Branding and Integrated Marketing. Business Marketing, 78(1), 2.
10 A. D. Woodside,, (1994). Modeling Linkage-advertising: Going Beyond Better Media Comparisons. Journal of Advertising Research, 34(4), 22-31.
11 G. S. Day. (1971). Attitude Change, Media and Word of Mouth. Journal of Advertising Research, 11(6), 31-40.
12 B. H. Schmitt. (1999), Regulating Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands. NY: The Free Press.
13 M. Nuttey. (2002). When Regulates Ads When Viewers Pick What They Watch? NMA, Feb. 5th, 16.
14 S. J. Kim, & S. J. Lee. (2013). The Effectiveness of eWOM(Word-Of-Mouth) on the Movie Marketing: Focusing on the Impacts of the Type of Information Source, Type of Message, and Characteristics of Receiver. Advertising Research, 96. 100-136 . http://www.dbpia.co.kr/Article/NODE02499996.
15 J G. Barnes. (2003). Meaningful Customer Relationships: Why Some Companies and Brands Mean More to Their Customers. Managing Service Quality, 13(3), 178-186.   DOI