• Archives of design research
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• v.11 no.2
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• pp.179-188
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• 1998

One of the characteristics in the modem society is the overflow of the communication. The invention of various merchandise and the development of information and comunication changed the society of verbal characterization into that of visible environments. To establish the effective communication in these changes, the package has to understand, specify, and deliver the needs of the consumers by the thorough analysis of the marketing plans and the marketing strategies. In this thesis we considered the conception of the marketing and the change of the marketing environments, studied the close relationship between the marketing and the package and, furthermore, introduced the package process as one of the effective communication methods. The purpose of this thesis is to introduce the marketing strategies. to develope the theoretical processes of the package design as a communication method which can cope with the change of the marketing environments caused by that of the consumer's favorites.

• Journal of Distribution Science
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• v.9 no.3
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• pp.73-82
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• 2011

This study presents an effective and distinctive marketing strategy through the implementation of the aesthetic art marketing communication technique of storytelling. The reason applying art to marketing is effective is that it gives "class" and aesthetic beauty to the brand's image, which will lead to an increase in revenue and loyalty of consumers. The story stands in for the brand's subject of "desire." Luxury brand customers not only consume high-quality products, require the utmost in service, and value of the brand, they also appreciate the story the brand is telling. The story, combined with art, is called art marketing communication; it makes the brand more unique through its enhanced visual elements. The study discusses art collaboration, art exhibition, a transforming architecture project, art advertisement, a flagship store, and a human resource training center. Based on the "desire," I adopted the element and principle of storytelling. By visualizing the brand with a symbol, the company is able to relate to consumers' sentimentality. Through storytelling art marketing communication, and the strategy using relevance of brand and artist's popularity, the research shows efficient art marketing influences to the brand's image. The results of the research indicate that by using adequate art marketing communication that best reflects the identity and story of the luxury brand, it produces great results; the research also demonstrated, in various ways, that art marketing will succeed. The case showed the following outcomes. First, consumers have a tendency to choose a brand that is associated with an empathizing story. World renowned brands see through the market's "desires" for unique stories, and they also provide the ability to amuse consumers. The story in a product will become an important competitive element in future markets. Second, the art marketing communication applying a story rendered a brand with distinction. The most effective art marketing communications are art collaboration, art exhibition, locomotive architecture project, and others that are adopted as various means. Third, the brand's products were considered as an art piece, which led to not only strengthening the loyalty of consumers but also an increase in sales. In addition, the company could sustain a premium price for the goods sold. By adapting art to a brand's tradition, an innovative and creative new product provides consumer satisfaction, and producing goods in limited editions creates enthusiastic collectors. Fourth, this study suggests an abridged report, implication, limitation of the study, and directions for further research. Referring to the case for the adaptation of luxury brands, efficient art marketing strategies considering Korean company brand and efficiently study preceding Korean company brand art marketing strategy could be proposed.

• The Journal of the Korea Contents Association
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• v.8 no.2
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• pp.150-163
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• 2008

It is said that customers buy not products but brands embedded in their mind, so that they are used as a key tool of strong marketing strategy. The present paper is a study on service brand equity, on which much research has not been conducted. The purpose of the present study is to propose the way to manage service brand equity which is essential to gaining competitive superiority by examining the effect of the factors of marketing communication on it. The researcher presented a research model by inquiring into existing researches on marketing communication and service brand equity and set up a research hypothesis. Internet service was chosen as the subject of the study. The reason for this is that it is the most intangible and there is no difference in price and quality, so that it is actively being marketed. The present positive study verified the relation between the factors of marketing communication such as advertising, public relations, sales promotion, and word-of-mouth advertising and brand recognition, brand image, and brand loyalty. The results of the positive study are as follows. Advertising, sales promotion and word-of-mouth advertising had an effect on brand recognition. Public relations, sales promotion and word-of-mouth advertising had an effect on brand image. Brand image and brand recognition affected brand loyalty.

• Journal of the Korea Convergence Society
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• v.6 no.6
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• pp.87-93
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• 2015

Advertisements in modern era are not intended to be consumed only as commercial purposes, but consumed also as cultural and artistic purposes. Advertising contents' success depends on Semiotic codes revealed in advertising texts. Advertising scholar Ozoh (1998) argued that perspectives for advertising are divided into two perspective, one as marketing tool perspective and the other as communication processes perspective. Advertising planning, advertising management, advertising, and advertising evaluation of marketing perspective are significantly different from those of communication perspective. Two perspectives of advertising present various debates on what contents of advertising messages are and how advertising messages are made up. In this research manuscripts, we discuss story telling as communication tool of advertising text in terms of cultural semiotics. That is, meaning value of goods is so well revealed in use value of goods that they satisfy consumers' needs, we analyze how they satisfy consumers' needs in semiotic(symbolic) process. We apply Gremas's semantic model to coffee advertisements in France and Korea, and analyze various differences between differentiation strategies of French coffee advertisements and those of Korean coffee advertisements in terms of semiotic perspective.

• Journal of Digital Convergence
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• v.15 no.8
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• pp.435-444
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• 2017

This study was to research effect of relationship marketing factors of the sports centers, customer trust and intention to repurchase. Objects of study were customers of three sports centers in Gyeonggi province and research tool was questionnaire. Among 350 copies of data, 344 copies had been used for actual data processing and collected data had been analyzed with frequency analysis, correlation analysis, reliability test, exploratory analysis multiple regression analysis by using SPSS 21.0. The results from these processes are as follows. First, relationship marketing factors positively effect on customer trust. Second, relationship marketing factors positively effect on intention to repurchase except communication. Finally, customer trust positively effect on intention to repurchase.

• The Optical Journal
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• s.99
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• pp.32-35
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• 2005

포토프린터 업계가 디카 유저를 향해‘色’있는 유혹을 시작했다. 디지털카메라의 급속한 성장은 인터넷 블로그와 결합하여 이미지커뮤니케이션 문화를 생성하고 있다. 사진, 필름출력, 인화의 일방적인 프로세스를 거친 아날로그 시대에 비해 디지털카메라는 블로그 및 포토프린터를 통한 프린팅, 디지털/온라인 현상소 등 다양한‘Out-Put'을 생산 해내고 있다. 이제 단지 출력물을 뽑던 과거에서 디지털이미지를 표현해내는 창작물의 도구로 포토프린터는 거듭나고 있다. 이에 발맞춰 최근 삼성전자를 비롯한 한국 HP, 한국엡손, 롯데캐논, 한국코닥, 한국후지필름 등 이미지 프린팅 관련 업계들은 유저들의 소비성향에 맞춘 다양한 포토프린터를 선보이며 공격적인 마케팅을 펼쳐나가고 있어 귀추가 주목되고 있다.

• Management & Information Systems Review
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• v.29 no.4
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• pp.123-142
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• 2010

This study suggest that firms can use online brand communities as an IMC tool to achieve high brand loyalty through marketer-controlled or loyal customer-controlled brand contacts. In this perspective, the online brand community as a marketing communication tool can help the firm in eliciting favorable responses from customers. This study finds that an online brand community, as a critical marketing promotion tool, helps a firm elicit favorable relationship with customers and build strong brand loyalty. In particular, this study suggests several important theoretical and managerial implications. First, this study confirm that "advertising usefulness" is the most powerful and important factor that affects cgerial 's positive emotionomehile "sales promotion usefulness" impacmehin "interactivity" but dies not impacmhin "cgerial iexperience"ltyevent usefulness" impacmehin "cgerial iexperience"but dies not impacmhin "interactivity." In addition, "cgerial iexperience" signifn "itly impacmehin "cgerial -to-cgerial iinteractivity." This indicates that online environment provides participapacmwith a fun and exciting environment. In that sense, enhancing the online brand community experiencemwould be a critical factor for building strong brand. Thi", mword of mouth can play a riclly important role in making many cgerial s to trust brand and to enhance online brand community loyalty. Web users are becoming web authoore owning and creating content limited only by their imaginations.

• Proceedings of the Korean Information Science Society Conference
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• 2002.10c
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• pp.451-453
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• 2002

정보화 시대를 맞이하여 정보 인프라의 확충과 이를 기반으로 한 다양한 비즈니스 모델이 출현하면서, 인터넷 비지니스는 우리 산업의 중심으로 확산되고 있다. 이에 따라 개인과 개인, 기업과 기업, 기업과 개인간에 새로운 커뮤니케이션 수단으로 부상한 전자메일은 이제 우리 사회를 윤택하게 만드는 필수도구로 자리잡았다. 더군다나 전자메일은 그 파급효과나 비용절감의 측면에서 수많은 인터넷기업의 마케팅 수단으로써 범용적으로 활용되고 있다. 그러나 최근들어 불법 스팸메일과 유해성 메일이 급증하면서 전자메일 환경이 급속도로 악화되고 있어 그 위험수위가 극에 달해 있다. 이러한 불법 스팸메일은 전자메일 마케팅에 대한 신뢰도를 하락시켜 기업 활동을 위축시키고 있으며 유해성 메일에 무방비로 노출되어 있는 청소년 보호와 인터넷상의 개인정보보호 차원에서도 반드시 척결되어야할 “공공의 적”이라는 인식이 확산되고 있다. 하지만 최근 인터넷상의 공개된 전자메일 주소를 수집, 가공하여 스팸메일을 대량으로 발송할 수 있는 자동화된 프로그램의 개발로 인하여 스팸메일을 더욱 증가하고 있는 추세이다. 이 논문에서는 이러한 문제정점을 인식하고 자동화되어있는 전자메일 추출 프로그램으로부터 전자메일 주소를 보호할 수 있는 방안을 제시한다.

• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.228-241
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• 2011

This study aims to consider the effects of the change in communication culture affected by 'Social Media' on the film marketing. Particularly, Twitter, a kind of Social Media which shows the most rapid growth recently, is examined for what kind of benefits it's functional characteristics would provide for film marketing. Twitter, which has distinctive characteristics such as free access, the high level of attention resulting from its simplicity, alarming speed of spreading information and low costs, offers a variety of marketing opportunities not only for general commercial films but for low budget or independent films that do not have sufficient marketing opportunity. In the case of the documentary film (2010, Woo-jung Kwon), starting from the process of the film production through release to the time after the screening, it continued to communicate with potential audiences via Twitter and tried every tool of film marketing like advertising, PR, promotion and word of mouth. By doing so, it provides a model for low budget or independent films about what alternative activities they might be able to conduct for film marketing.

• Archives of design research
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• v.12 no.4
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• pp.79-88
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• 1999

A AD communication strategy is a inregrated strategy of business group for the purpose of attaining certain goals with a series of activities, which are systematically planned, investigated, fomulated,performed, and evaluated. The ad communication strategy should be established on the result of researching and analyzing the conditions of a company. And it can has to be commonly applied to every strategy to heighten the mutual effect. The purpose of the thesis is to suggest direction of an effective ad communication strategy and to recognize the importance of prantical example of ADcommunication strategy. The object of this thesis is the general aspect of strategy than specific aspect. The first chapter explains in general terms the purpose of this study and communication strategy. The second chapter explains the analysis of the market for seasoning products. A thorough investigation has performed to determin the entire market enviornment. The third chapter suggests the communlcayion strategy based on the market analysis of the seasioning product. Which can be applicable to any other products. The fourth chapter explains the results of this study and evaluates the K.J Sampoo ad communication strategy and given for the future.