대한항공 광고전략분석및 제안(영문레포트)

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대한항공 광고전략분석및 제안 자료입니다.

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목차

◈ Chosen Advertisement

◈ General Research for the Chosen Brand
1. Situation analysis
2. Target analysis
3. Brand positioning
4. Communication concept

◈ Analysis of the Psychological Processes
► Analysis of consumer attention and memory processing
► Attitude formation and consumer persuasion

◈ Assessment and Strengths & Weaknesses
▶ Strength
▶ Weakness

◈ Suggestions
1. Make a strong emphasis on and a connection with Korean Airline with travel
2. Show a good image of Korean Airline supporting social welfare

[Images for the advertisement campaign]
◐ Five Different Concepts of Korean Airline’s ad (TV)
◐ Printed advertisements on newspaper

본문내용

2. Show a good image of Korean Airline supporting social welfare
This suggestion relates to putting an additional attribute into Korean Air’s brand image in order to enhance its consumers’ attitude. While Korean Air’s Campaign has kept showing the 5 different stories about Japan, the biggest domestic competitor, Asiana Airline, has recently begun new advertisement; Eco-flight and Multicultural children. We think that Asiana Air’s is providing something that Korean Air cannot because its advertisement campaign can show reliable and friendly image by doing so. This being said, Korean Air should be able to create a new brand image by advertising its support for social welfare, thus establishing a reliable image towards consumers.

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