Transcription of ｢トヨタとホンダの広告展開 ... - konan-u.ac.jp
1 KONAN UNIVERSITY INSTITUTE OF BUSINESS INNOVATION 1 - KONAN BI Monograph Series July 2011 BI 2 1 - The comparative study of differences between TOYOTA and HONADA from the view point of communication strategy TVCM 2 3 I 3 II 4 5 1 6 I
2 6 II 9 13 2 / 14 I / 14 II 14 17 3 19 I 20 II TV CM 21 III TV CM 23 25 4 26 I 27 II 28 31 32.
3 33 34 3 I 2009 EV ( ) 2007 2008 1 2008 (1) 2009 2 5 2 2009 5 13 1 20 8876 2009 57 2000 8 9 3283 8 (2)
4 EV BMW 2009 4 II TV CM 5
5 (1) (2009), VS , (2)2009 2010/01/08 1 2006 2 13 , 1 I 2009 12 25 474 5 23 316 X 11 2267 11 8049 2008 2009 1-1 (1)
6 2009 3 49 4,79 60 5,745 222,733 673 21 3 31 6 7 71 0,098 49 4,793 68 4,032 373,633 739 21 3 31 10 3 2,3 16 5,395 61,034 701 21 3 31 8 9 17 4,65 + + 15 5,958 110,501 563 21 3 31 0 17 2,78 16 0,958 116,085 643 21 3 31 9 1-2 ( )
7 2008 II 2003 2004 2005 2006 2007 2008 21 3 31 2010/01/05 2008 11 49 4,793 2003 2006 2008 2008 2009 3 4,369 2.
8 337 714 11 3 GM 09 4 10 1-3 TOP10 1 20 5, 2 8 4, 3 7 6, 4 2 5, 5 2 4, 6 1 6, 7 1 4, 8 1 2,944 9 1 0, 10 1 0, 2 3 10/01/05 20 11 1-4 (2009 1-9 )
9 1 564 2 GM 552 3 VW 478 4 413 5 339 6 337 7 251 8 PSA 237 9 171 10 55 2009 12 10 1 1-5 1 1444 2 623 3 574 4 518 VW 5 456 6 294294 7 223 8 187 9 138 10 84 11 2009 12 11 2009 12 9 12 3 3 75 20 5,295 2 2 4 (2) 1-3 (3) 2 3 (4)
10 13 1 (1) S 2010/01/05 (2008), , p212 (2) (3) (4) 14 2 / I / GM SUV 266
