• Asia Marketing Journal
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• v.13 no.1
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• pp.27-50
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• 2011

In today's market scenario, consumers are bombarded with similar promotional messages. It means that managers have to pay attention to promotion strategy to create strong effect as well as to break through the monotony. In this context, although there are strong needs concerning tie-in promotion, research investigating tie-in promotion is limited. Therefore, we extracted tie-in promotion tools and defined the concept of each tie-in promotion tool by analyzing various tie-in promotion cases which are executed in current market. In addition, consumer's recognition of tie-in promotion was investigated through the in-depth interview. The results of case analysis of tie-in promotion and in-depth interview are summarized as follows. First, 9 tie-in promotion tools were extracted: tie-in price reductions, tie-in coupons, tie-in membership, tie-in contests, tie-in premiums (tangibility, intangibility), tie-in payment terms, tie-in sample, tie-in event(culture event, charity event, experience event) and tie-in fund·rebate. Second, 3 categories of the recognition of the consumer for tie-in promotion were extracted: features of preferred tie-in promotion, expectation benefit of tie-in promotion, and risk factors of tie-in promotion. Especially, at the aspect of features of preferred tie-in promotion, fit between consumer pursuit benefit and tie-in promotion was found to be interesting. Moreover, the recognition of the consumer for tie-in promotion were divided with positive(preferred tie-in promotion features, expectation benefit of tie-in promotion) and negative(risk factors of tie-in promotion) factors. In conclusion, the company's effort will be necessary to lower the perceived risk level occurring from the process of accomplishing the tie-in promotion strategy since consumers recognize both positive and negative effects of tie-in promotion.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.10 no.4
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• pp.1-10
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• 2011

According to the worldwide efforts to reduce greenhouse gases consequent upon climatic change, the field of road traffic is also making diverse efforts to reduce the emissions of greenhouse gases. Among these, the exhaust gases from vehicles, the so-called main culprit of the greenhouse gases will take place the more as delay and tie-up of vehicles ever take place. Accordingly, as a scheme for reducing the delay & tie-up of vehicles, it's possible to bring up the idea of supply of new facilities and management of the existing facilities; recently, a lot more focus is being put on the management of the existing facilities due to enormous amounts of construction cost. In the midst of growing concern for traffic demand management policy, it's about the time we should do research on the tollbooth metering on the expressway whose research is almost non-existent home and abroad. As a traffic demand management policy coming to happen in case of the management of pay expressway like Japan and Korea, this research analyzed the contents of tollbooth metering, its effect and its subsequent convenience. Especially as a tool for effect analysis, this research made an analysis using VISSIM-a micro-simulation tool. As the tollbooth metering promoted, as a part of green traffic promotion strategy, is expected to contribute to improvement in traffic flow and reduction in carbon emissions, etc. It seems that there needs to be continuous research work on the management plan & revitalization plan for maximization of its effect later as well.