• Asia Marketing Journal
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• v.11 no.3
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• pp.205-224
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• 2009

Social responsibility which a corporation should be aware of is increasing as it plays a more important role in society. Corporate Social Responsibility (CSR) was taken by some huge entrepreneurs in the past. Conversely, CSR is prized one of important business activities for every corporate nowadays. Cause-related marketing draws particularly special attention among various CSRs, because it has a direct and positive effect on purchasing behavior. Marketing activity of Amway Korea is an excellent example of the cause-related marketing in Korea. Mid 2000s, some multilevel marketing firms had evaded the law, customer had negative attitude towards Amway Korea. Amway Korea, however, has overcome the difficulties by cause-related marketing, which is called campaign for Nutrilite's kid health. Present case examines the cause-related marketing, which Amway Korea has been doing for 10 years. Especially, we investigate specific factors, which differentiated CSR of Amway Korea from one of other firms. Lastly, we discuss a future action for Amway Korea's cause-related marketing and implications.

• Journal of Korean Library and Information Science Society
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• v.42 no.1
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• pp.417-440
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• 2011

Public libraries face various changes and challenges in the knowledge society of the 21st century. The necessity of introducing 'marketing' concept into the management of public libraries is increasing. This study focuses on 'Family Place Library' program among the children services of public libraries in the United States. 'Family Place Library' is the library program for the youngest children and families, which has been spread over 300 public libraries of USA until February, 2011. The researcher did participation observation and in-depth interview at the libraries which are the main cases for 'Family Place Libraries' in New York, USA. And the researcher analysed the content of the program and did in-depth interviews with related professionals in and out of libraries over many states of USA. Based on the results of this study, the researcher suggested marketing strategies for the management of public libraries.

• Journal of Korean Library and Information Science Society
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• v.36 no.4
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• pp.349-364
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• 2005

The main Points of the 7th Education Program are: taking a serious view of development of children's individuality and creativity, and encouragement students their accord activity with applying digital reference for teaching and learning. It Is the suggestion of revitalization method of digital material room, afterward. by means of analyzation for satisfaction and demand and using status of children's library digital material room along with emphasis of self-loading learning and boosting self-solving ability based on computer and IT paradigm. The purpose is : providing foundation of active Information service and suggestion of revitalization method by means of analyzing operation and effective using children's library digital material room at Nowon Children's Library opened 2nd February, 2003. In 2nd chapter; thesis of conceptive model of children's library digital material room. In 3rd Chapter: Present status analysis of N. W. Children's library digital material room operation, and analysis of using and demand of public school 100 pupils. In 4th Chapter : Suggesting conclusion of revitalization of children's library digital material room based on utilization and demand appeared through this study.

• Proceedings of the KAIS Fall Conference
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• 2011.05b
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• pp.547-549
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• 2011

지역 박물관은 대도시의 대규모 박물관에 비하여 전시물의 양과 질 그리고 관람객의 접근성에 있어서 열세에 있다. 이러한 가운데 최근 과학기술 문화사업 시행계획에 의한 중점 추진 전략으로써 지방테마 과학관 지원사업이 실행되고 있다. 지역 박물관중 특히 과학관은 어린이와 청소년층의 교육에 크게 도움이 되는 전시를 특징으로 하며 현재 세계 각국에서 다양한 주제로 관람객의 방문을 유도하고 있다. 이러한 기초 조사를 통해 지역의 문화유산을 보다 잘 보존하고 지역 문화 발전과 지역경제에 이바지하는 시설로 자리 잡는데 필요한 마케팅의 디자인 요소를 분석하고 살펴보고자 한다.

• Proceedings of the KAIS Fall Conference
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• 2009.05a
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• pp.83-86
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• 2009

조류 탐사관은 최근 주 5일 근무제 시행과 더불어 늘어난 관광 수요에 따라 최근 활성화 되고 있는 전시시설의 항 유형이다. 조류를 관찰함으로써 어린이들의 지적 호기심을 충족시키며 가족 단위의 관광 자원으로서 그 입지를 굳혀가는 중이라고 볼 수 있다. 최근에는 지자체의 지역 마케팅 요구에 맞물려 특히 서해안 지역에서 개관을 하였거나 개관 준비 중인 조류 탐사 관련 시설들을 볼 수 있다. 본 연구에서는 이러한 조류 탐사 전시시설의 계획에 있어서 고려할 사항을 지역 마케팅과 전시 계획적인 관점에서 고찰하여 보았다.

• Venture DIGEST
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• s.41
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• pp.17-17
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• 2004

공익연계 마케팅에서 선두주자들의 공통점은 한두 개의 공익사업에 집중해 장기적으로 캠페인을 전개한다는 것이다. 미국의 식료품사인 ConAgra는 여러 공익사업에 기부하던 관행에서 벗어나 전략적으로 하나의 이슈에 집중하여, 직원들을 결집하고 주 고객인 음식점과 소매식료품상들과의 관계를 더욱 밀착 시키려고 했다. 그런 의도로 탄생한 것이 'Feeding Children Better' 캠페인이다. 이 캠페인은 장기간 프로그램으로서 미국의 모든 어린이들을 기아로부터 해방시키려는 프로그램이었다.

• Korean Journal of Communication Studies
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• v.18 no.4
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• pp.31-50
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• 2010

This study is designed to decode the persuasion strategies in the advertising targeted for children from a semiotic perspective. Semiotic approach to "decoding advertising text" allows us to classify advertising signs and sign systems in relation to the way they are transmitted and communicated. In this strategic process of advertising production, the producers use various "expressive techniques" and "persuasive appeals, premises, and ideology" shared by the members of the society. This study investigates Korean print media advertising for children with the following research questions: ① What types of expression techniques are employed in the print media advertising for children? ② What types of persuasive appeals(consumption values) are used in the print media advertising for children? ③ What are the persuasive premises(cultural premises) underlying those persuasive appeals? ④ What is the structure of ideology that governs those persuasive appeals and premises in the advertising for children? The study result reveals seven most frequently employed expressive techniques, ten major types of persuasive appeals and premises, and the structure of ideology governing the signs and signification systems in the advertising targeted for children.

• Vending industry
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• v.10 no.2
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• pp.80-83
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• 2010

아이디어도 좋다. 시장성도 좋아 제품을 내놓자마자 인기를 끈다. 소량 다품종 영역의 특수자판기가 이런 흐름을 타기는 쉬운 일이 아니다. 보통 10개의 제품이 있다하면 7~8할은 실패하기 마련인 게 특수자판기 세계이다. 그런데 힘들게 인기상품의 범주에 들었음에도 불구하고 대외 악재 때문에 실패를 봐야했던 아이템이 있다. 한때 어린이들을 대상으로 큰 인기를 끌었던 달고나 자판기가 바로 그것. '사탕과자', '뽑기'를 만들어 먹을 수 있는 제품 컨셉은 시장이 어필을 했으나 기본적으로 자판기가 가장 중요시해야할 사회적 책임을 등한시 한 탓에 시장에 철퇴를 맞는 아픔을 맛봐야 했다. 비운의 아이템으로 끝난 달고나 자판기는 자판기 마케팅에 있어 어떤 시사점을 남겼는지를 살펴봤다.

• Asia Marketing Journal
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• v.13 no.3
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• pp.163-182
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• 2011

The focus of this paper is to investigate cognitive development of brand heuristics in the mind of a young consumer as the consumer matures. This issue was examined by comparing the nature of the set of associations (that form the brand heuristic) given by consumers across four different age groups, with each age group representing a distinct stage of cognitive maturity. It is found that there are fundamental differences in the way the different age groups perceive the brand. The research method uses the novel approach of classifying the elicited associations into the three types of brand associations: attributes, benefits and attitudes. This classification enables comparisons of the nature of brand associations and the changes that occur as a consumer matures. To conclude, implications for theory and practice are discussed.

• The Journal of the Korea Contents Association
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• v.4 no.3
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• pp.41-51
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• 2004

The objectives of this study is to suggest marketing strategies directed of retroactive-socialized parents who have environmental-educated children at school. For this purpose, this study based on the consumer socialization agent such as family and demographic variables were studied. The scope of this study includes attitudes toward price and advertising, and interests related to environmental problems and environmental-products preference. As a result, The parents of environmental-educated children get much more environmental information and show favorable buying behaviors for environmental-products. Most of parents who get environmental information from children educated at school show favorable attitude towards the advertising and also show more preference to environmental-products and more frequent communication among family members. Parents who have environmental-educated children were insensitive to price, more consciousness about environmental problem and flexible to change in their buying behaviors. In conclusion, This study shows that behaviors of children had a significant influence on buying behavior of parents.