광고마케팅

소개

ntroduction to advertising >REPORT>Ⅰ. IntroductionⅡ. General Statement1. Market situation analysis(1) Strength(2) Opportunity(3) Weakness(4) Threat2. Communication goals3. Target audience definition4. Message Strategies(1) Contents of our advertisement(2) Advertising strategy(3) Implication of Advertisement theories in our marketing strategyⅢ. ConclusionSourcesⅠ. IntroductionThis project`s main purpose is to build an effective advertising strategy by creating an advertisement of our own in order to achieve communication goals. The product is Hanyang University, which is located in Korea, Seoul, Seongdong-gu, wangsimni. It was founded in 1939 as a private engineering college. On advertising Hanyang university, our team`s strategy is to spotlight the other departments of Hanyang and therefore reduce the recognition gap between Engineering and the other departments. The goal is to change the perception of the people who are exposed to this ad from "A University with a great engineering department" to "A University which has not only an excellent engineering department, but also great Humanities, and social science departments." Briefly, we look forward to enhancing the overall image of Hanyang University. The reason why we decided this as our goal will be explained after the market observation of this report.

목차

Ⅰ. Introduction

Ⅱ. General Statement
1. Market situation analysis
(1) Strength
(2) Opportunity
(3) Weakness
(4) Threat
2. Communication goals
3. Target audience definition
4. Message Strategies
(1) Contents of our advertisement
(2) Advertising strategy
(3) Implication of Advertisement theories
in our marketing strategy

Ⅲ. Conclusion
* References & Sources

본문내용

Ⅰ. Introduction
This project`s main purpose is to build an effective advertising strategy by creating an advertisement of our own in order to achieve communication goals. The product is Hanyang University, which is located in Korea, Seoul, Seongdong-gu, wangsimni. It was founded in 1939 as a private engineering college. On advertising Hanyang university, our team`s strategy is to spotlight the other departments of Hanyang and therefore reduce the recognition gap between Engineering and the other departments. The goal is to change the perception of the people who are exposed to this ad from "A University with a great engineering department" to "A University which has not only an excellent engineering department, but also great Humanities, and social science departments." Briefly, we look forward to enhancing the overall image of Hanyang University. The reason why we decided this as our goal will be explained after the market observation of this report.

Ⅱ. General statement
1. Market situation analysis
(1) Strength
Firstly, Hanyang University`s greatest advantage is its College of Engineering. In fact, there is a term `Hanyang gongdae" used by students in Korea instead of `Hanyang university`. The university is famous for its competitive engineering college. Hanyang engineering college was founded as the first private engineering college in Korea and is recognized for its superior graduates and noted professors. The college registered the SCIE journal firstly in Korea. And the 52thousand graduates it produced from 1939 to today have successfully settled in the industry and have contributed to developing our industry and technology. The college also is ranked high as one of the colleges which produced many CEO`s.

참고자료

· 한양대학교 홈페이지 : http://www.hanyang.ac.kr/
· 한양대학교 사회봉사단 홈페이지 : http://www.hvc.hanyang.ac.kr/
· 한양대학교 국제협력처 홈페이지 : http://www.dic.hanyang.ac.kr/
· 한양대학교 독서대축제 홈페이지 : http://bookfestival.hanyang.ac.kr/
· `Advertising & Integrated Brand Promotion`, O`Guinn Allen Semenik
· <Sources>
· 자료1. 팍스넷, ‘이공계출신 CEO ‘한양대 기계공학과’최다…지방대중에는 경북대 1위’,
· http://cn.moneta.co.kr/Service/stock/ShellView.asp?ArticeID=2011051916145304586&LinkID=371
· 자료2
· http://blog.chosun.com/blog.log.view.screen?blogId=25920&logId=4954170&menuId=93319
· 자료3. 조선일보, `"취업•입시에 유리"… 다시 理科로 몰린다`,
· http://news.chosun.com/site/data/html_dir/2011/03/28/2011032800130.html
· 자료4. 와우뉴스, `"4년제는 나와야" 학생 89%•학부모 93%`,
· http://www.wowtv.co.kr/news/wownews/view_nhn.asp?bcode=T01010000&artid=A201104240008
· 자료5. 조선일보 한양대학교 광고,
· http://blog.naver.com/minwookmj?Redirect=Log&logNo=80096907994
· 자료6,7 조선일보, `[2010 아시아 대학평가] 한국외대•경희대 `국제화` 국내 최고`, QS 대학평가
· http://edu.chosun.com/site/data/html_dir/2010/05/17/2010051700222.html
· 자료8. “학벌 부추기는 ‘서열놀이’, 대학본부까지 가세하고 있다고?“
· 2011년 3월 30일 한겨레 10면 보도.
· 자료9
· 조선일보, ``두산에 인수` 중앙대, 날개 달았나?`,
· http://www.mt.co.kr/view/mtview.php?type=1&no=2008050811380403608&outlink=1
· 두산 중앙대 인수, 1200억 장학기금 조성
· http://news.mt.co.kr/mtview.php?no=2008050811253043698&type=&
· 자료10. 조선일보 한양대학교 광고,
· http://blog.naver.com/minwookmj?Redirect=Log&logNo=80096907994