• The Journal of the Korea Contents Association
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• v.8 no.5
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• pp.113-121
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• 2008

Researcher tried to argue the possibility of application of visual communication design adapting the marketing environment change on this paper. What is ICD (Integrated Communication Design)? This is a new attempt to treat these common marketing methods, such as, C, I, B, I, TV commercials, newspaper commercials, posters, brochures, DM, package designing, POP, outdoor visual information, web sites etc, as a whole. And no longer treat them as separate pieces as we were doing previously. So I started this research with positive analysis which already has been theoretically discussed based on the documents and researches on the same subject. Through this attempt I tried to examine the possibility of application of ICD. Conclusively, I developed and suggest named the ICD model, by which we could explain the current marketing communication design effort more holistically then ever.

• The Journal of the Korea institute of electronic communication sciences
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• v.18 no.5
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• pp.885-894
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• 2023

This study investigates and analyzes various marketing models that can overcome the economic challenges and resource scarcity faced by solo entrepreneurs. Previous research primarily focused on the integrated marketing communication (IMC) model, resulting in a lack of comprehensive discussion. In this study, we emphasized the IT content marketing communication model, considering a holistic analysis and the changing roles over time. As a result, we were able to propose a new strategic approach by integrating the ICM community model into a convergent value chain, improving the IMC model and promoting brand growth and online presence enhancement. This has laid the foundation for effectively increasing brand awareness and provided specific guidelines to support the sustained growth of solo entrepreneurship.

• 주류산업
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• v.29 no.4
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• pp.32-41
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• 2009

• Korean journal of communication and information
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• v.31
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• pp.167-192
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• 2005

How to facilitate Integrated Marketing Communication (IMC)? An approach to answer this question is to identify an organization's internal and external barriers to IMC and then to resolve them. Eight dimensions emerged from the factor analysis of the barrier items: organizational structure problem, department ego, lack of database, difficulty in analyzing effectiveness, lack of perception on consumer-oriented communication, increasing dependency on an agency, lack of agencies' expertise on IMC, and fear of budget reductions. With regression analyses, this study found that 'organizational structure problem' and 'lack of perception on consumer-oriented communication' were negatively related to IMC and that 'department ego', 'lark of perception on consumer-oriented Communication', 'organizational structure problem', and 'fear of budget reductions' were negatively related to the expectation of IMC usefulness. The findings indicate that organizations surveyed stay at a low level of IMC and urgently needs to resolve internal barriers rather than external ones in order to enhance IMC.

• Korean Business Review
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• v.12
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• pp.1-27
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• 1999

The author focus on the role of IMC(integrated marketing communication)that is important for increase of relationship equity value, stress on the integration of IMC and PR in relationship marketing. This paper present as follow. The first, marketing thought have evolved through market competition situation at a market segmentation level perspective, and the concept of relationship equity is necessary to individual marketing or relationship marketing. The second, firm should identify profitable customer, build strong relationship for relationship equity, based on customer equity and life time value in customer market. The third, IMC needs integration with PR for relationship building of stakeholder including customer market at a point of view of corporate equity. Finally, this article offer discussion about implications of integration IMC and PR for future study.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2017.10a
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• pp.194-196
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• 2017

is a MOBA game developed by 2015 at the Tentent's Tianmei Studios. The operation of the game was very successful, ranking first in the global mobile gaming revenue list in May 2017. However, most of the discussion about this game are the moral critique of game addiction. In fact, a game's success is closely related to the Marketing strategy beyond the contents of the game. This research using a neutral point of view to see the communication modes of during the early, development and outbreak period, analyze the integrated marketing communication strategy (IMC) through the method of case study, and concluded that the key to the success of IMC is the flexible use of various communication methods to achieve a three-dimensional offensive according to the famous Synergy Theory. It is also hoped that this article will be helpful for practitioners to realize the importance of Publicity and promotion of other game products.

• Asia Marketing Journal
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• v.3 no.1
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• pp.48-66
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• 2001

1990년대에 들어서야 개인 컴퓨터 시장에 적극적으로 참여하기 시작한 삼성전자는 반도체, CRT 등의 관련 기술에 대한 노하우와 가전 시장에서의 마케팅 경험을 토대로 1994년 시장 선두업체인 삼보컴퓨터를 제치고 시장 점유율 1위로 올라섰다. 1997년의 외환위기로 인하여 수요가 극도로 위축되고 동시에 환율 급등으로 인한 원가 상승요인 등으로 인하여 개인 컴퓨터시장은 매우 어려운 상황을 맞게 되었다. 이러한 상황하에서 삼보 등 업계의 주요 경쟁업체들은 "체인지업" 과 같은 저마다의 독특한 제품 및 마케팅 전략을 수립하면서 시장확보에 노력을 기울여왔다. 본 사례에서는 매직스테이션이라는 브랜드를 이용하여 개인 컴퓨터 시장에서의 선두 위치를 고수하려는 삼성전자의 전략을 살펴본다. 특히 각 세분시장의 특성을 토대로 제품, 가격, 유통, 광고 및 판매촉진 등의 마케팅 믹스 요소들 간의 시너지를 극대화하려는 삼성전자의 통합 마케팅 커뮤니케이션(Integrated Marketing Communication; IMC) 전략을 분석하고 향후 이 시장에서의 전략적 과제를 제시한다.

• Archives of design research
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• v.19 no.5 s.67
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• pp.303-312
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• 2006

The purpose of this study is to suggest theoretical basis of touch point analysis model in terms of an integrated marketing communications using one specific case study. Results of previous studies have shown several weaknesses. However, this study was carried out to overcome such a weakness. In order to perform this case study, one specific MP3 player was chosen with a market situation analysis. Compared to previous practical situation, the results of this study should be improved in that this model suggested a theoretical basis dealing with synergy effects as well as a correct understanding in consumer's purchase process. Based on the outcome of this study, we hope to see other similar studies which can be of help to the practical efficiency in integrated marketing communication.

• Korean journal of communication and information
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• v.24
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• pp.119-150
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• 2004

1980년대 이후 미국에서 통합 마케팅 커뮤니케이션(Integrated Marketing Communications) 개념이 본격적으로 도입된 이래 IMC는 국내외적으로 실무에서 폭 넓게 활용되고 있으며, 1990년대 이래 학문적으로도 많은 연구들이 행해지고 있다. 그러나 IMC는 여전히 새로운 학문분야로서 아직도 학문적으로 많은 논쟁이 일어나고 있으며 체계적인 이론 정립이 미흡한 상황이다. 이러한 상황에서 본 논문은 지금까지의 국내외 IMC 관련 연구들을 체계적으로 고찰하여 IMC 연구의 전체 흐름을 이해하고, 쟁점은 무엇인지 파악하여, 이를 바탕으로 향후 연구방향을 탐색하였다. 본 논문은 지금까지의 IMC 관련 연구를 IMC의 개념 및 인식에 관한 연구, IMC 실행에 영향을 미치는 요인에 관한 연구, IMC 실행과정에 관한 연구, IMC 실행의 효과에 관한 연구 등 크게 네 가지 형태로 분류하여 각 분야 연구들의 논점들을 정리하였다. 분석결과 IMC 연구에 있어서 주요 쟁점으로 학문적 체계에 관한 문제, IMC 실행 수준의 측정 문제, 연구방법상 실무자를 대상으로 한 설문에 지나치게 의존하고 있는 문제 등이 부각되었다. 이러한 결과를 바탕으로 향후 IMC 연구방향으로 IMC 정의 및 개념의 통일, 객관적인 IMC 측정방법의 연구, 광고주나 대행사뿐만 아니라 소비자 측면에서의 연구, 광고주와 대행사의 협력에 관한 연구, 구체적인 통합의 범위와 정도 및 효과를 규명하는 연구들이 필요한 것으로 드러났다.

• Asia Marketing Journal
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• v.4 no.1
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• pp.101-115
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• 2002

현재 국내외의 많은 기업들이 고객과의 효율적인 커뮤니케이션을 위해 IMC 전략을 수립하고 있으며, 최근에는 인터넷 기술과 합쳐져 IMC 전략의 효율성 증대에 많은 변화를 가져오고 있다. 본 연구에서는 국내 주택시장에서 두산건설과 인터넷 패션전문업체인 웹넷코리아가 공동으로 We've 아파트 분양과정에서 시행된 on-line과 off-line 판매촉진의 통합적 활용과정과 성과에 대해 설명하였다. Off-line 행사와 함께 진행된 3차례에 걸친 판촉행사는 site traffic 증대, 판촉행사 참여, 그리고 분양현장으로의 고객유인과 구매에 이르기까지 높은 성과를 거둔 것으로 나타났다.