HUNET Information 2004-02-03 통합적 마케팅 커뮤니케이션

1 HUNET Information HUNET Information 2004-02-03 .. (IMC; Integrated marketing communication). , . Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information .. (Promotion) ? . , TV , .. , .. (Promotion) .. , / .. ( ) .. , .. ( ) . (Integrated Marketing Communication) ? , PR . TV TV, . , , PR .. (IMC) , , . (Synergy) .. a. , , , .. Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information -2- b. IMC , , .. c.. d.. (brand loyalty) .. IMC . IMC .. , , . , , . (brand's worth) .. IMC .. , . , (Quality), ( : , . , ), , , .. , , .. a.. (product category) .. a, b, c 3 . Copyright 2004 HUNET .

2 All Rights reserved. ( ). HUNET Information .. , , , , .. b.. , .. A . A .. (macho, . ) .. IMC 4 IMC . 1) IMC . IMC .. , .. IMC .. 2) IMC . , IMC. Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information .. 3) IMC .. IMC .. , .. ( ) ( ) .. 4) IMC . IMC .. (Needs) (Wants) .. Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information 1. IMC 1). --IMC . (DB).. - - - . - - .. - - - - - - . - - - - - - . - - - - - - . - - - - - - . DM DM DM DM DM DM. ADV ADV ADV ADV ADV ADV. SP SP SP SP SP SP. PR PR PR. EV EV EV. DM = Direct Marketing ( ). 1 : ADV = Advertising ( ). 2 : SP = Sales promotion ( ).

3 3 : PR = Public Relations ( ). 4 : EV = Event marketing ( ). 5 : . 6 : / ( Contact tools). 7 : / (Contract tactics). Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information : (Hallmark Cards). Leo Burnett IMC .. (gift-giving), (Holiday entertaining) .. , , (in-store advertising) .. 1 .. [ ] :Celebrations & Ideas Send Someone a Tree Imagine opening a box and Christmas! This brave little tree may be small but it's got it all: bright lights and a long tradition of making people smile.. Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information IMC IMC .. , , PR, . , , .. 1).

4 (product demonstration) .. 2) (sales promotion). , .. , .. a. (sampling).. , . , .. , , , . , . Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information b. (coupon).. , , .. , . c. (premium).. , .. , . , , .. Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information d. (contest) (sweepstakes).. , .. e. (rebate). ( : , . ) .. ( : , , ) ( . ) .. f. (bonus pack).. , 5 6 . 1 80 .. Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information .. g. (price-off deals).. 10~25% .. h. (sponsorship). , , .. 70% . 58%, 52%, 47% .. , . (Ambush marketing: . ) . , . 3) (public relations).

5 A. PR . PR , , , , , . (goodwill) .. , . , (publicity) .. , PR ( publicity) . Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information , , . (News release) .. 2000 CNN .. PR . , (Reach) (frequency) .. b. PR . 1 : (public) . 2 : . PR . 3 : PR , PR . PR PR (Press release), (press conference), (exclusives), .. 4 : PR . PR PR , , PR .. , . (Impression) . c. (Crisis management) PR. PR .. (issue) .. , .. (proactive) . Copyright 2004 HUNET . All Rights reserved. ( ). HUNET Information 4) (personal selling). a.. IMC . (Win-win) .. , , .. b.. (face-to-face) .. c.. Copyright 2004 HUNET . All Rights reserved.

6 ( ). HUNET Information . d. IMC . IMC , , , . 4 .. , . , .. , .. Copyright 2004 HUNET . All Rights reserved. ( ).