*경* 스토어

*경*

개인

팔로워0 팔로우

소개

등록된 소개글이 없습니다.

전문분야 등록된 전문분야가 없습니다.

판매자 정보

학교정보

입력된 정보가 없습니다.

직장정보

입력된 정보가 없습니다.

자격증

입력된 정보가 없습니다.

판매지수

판매중 자료수

5개
전체 판매량

20개
최근 3개월 판매량

0개
자료후기 점수

-
자료문의 응답률

-

전체자료 5개

광고의이해-투싼광고에서 찾은 마케팅(creative) 전략

2010년 여름학기 ‘광고의 이해’ 학기과제 -제 목 : 자동차광고에서 찾은 Creative전략1. 주제선정동기▶ 금융위기 속에서의 지속적인 성장위 그래프와 표는 글로벌 경제위기로 주춤했던 자동차 광고시장이 2009년 하반기에 들어서면서 정상궤도에 진입하는 것을 나타낸 것이다.2008년 10월에 발생한 글로벌 경제위기로 인한 광고시장의 위축은 자동차 업종에도 영향을 미치게 되었다. 특히 동년 12월에는 자동차 광고가 5편만이 집행되었고, 광고 집행역시 40억에 그쳐 연중 최저치를 기록하였다. 그러나 2009년 하반기에 접어들어 경기가 회복세를 보이면서 광고시장이 점차 안정을 되찾았다. 이로인해 자동차 업종의 광고비도 평년 수준을 회복하게 되어 2009년 10월에는 총 33편에 127억이 집행되었다. 경제위기로 광고 집행을 중단했던 자동차 브랜드들이 새 광고를 선보이고, 신형차 출시가 활발하게 이루어지면서 자동차 광고 경쟁이 더욱 치열해 지고 있다.현대자동차는 금융위기 이후 지속되고 있는 경기 침체 속에서 시장 점유율을 높여가며 불황 트렌드를 읽은 기업으로 손꼽히고 있다. 미국의 대표적인 자동차 기업인 GM이 파산을 겪으며 지난해 판매가 27%나 줄어든 것과는 대조적으로 현대자동차는 판매가 3%이상 상승했다. 이러한 호조에 힘입어 현대자동차는 지난 3분기 이익이 전년 대비 3배 이상을 달성했다. 이 기간 동안 41%라는 폭발적인 매출 증가를 보이면서 글로벌 시장 점유율이 9월말 현재 5.5%로 1년전보다 1.1%포인트를 높이면서 사상 최대의 수치를 기록했다. 불황으로 세계 시장 규모는 축소되고 있지만 현대자동차 그룹은 오히려 위기를 발판으로 성장하고 있는 셈이다. 국내 시장에서도 지난해 말부터 이어진 수요 감소에도 불구하고 현대자동차는 신형 에쿠스, 투싼ix, 신형 쏘나타로 이어진 신차의 공격적인 출시와 정부의 개별 소비세 인하 및 노후차 지원 등 세제 감면 혜택으로 전년대비 11.3% 증가한 49만182대를 판매했다. 이러한 공격적인 마케팅을 바탕으로 현대자동강력한 한방이 필요한 시기라고 생각이 된다.이전의 자동차 광고를 살펴보면, 광고의 대부분이 시원하게 뚫린 도로를 질주하는 장면과 자동차의 디자인을 다양하게 보여주는 장면으로 채워졌었다. 하지만 현대차 투싼 ix에서 선보인 광고는 자동차 광고에서는 좀처럼 쓰기 어려울 것 같던 카피를 들고 나왔고, 고정관념을 깨고 자동차 광고의 새바람을 일으켰다고 생각한다. 그리고 다양한 버전의 광고로 광고 시청자들 즉 소비자들의 시선을 사로잡았고, 공감할 수 있는 소재를 세련되게 표현하여 사람들의 기억에 자리 잡고 있는 것 같다. 광고의 음악이 시작되면 나도 모르게 흥얼거리게 되는 묘한 매력이 있는 광고이다. 이렇게 기존의 자동차 광고에서는 볼 수 없었던 차별화되는 광고를 가지고 나온 현대차 투싼 ix, 이 독특한 Creative 전략이 이 브랜드를 선정하는 가장 큰 이유가 되었다.2. 기업 분석▶ STP 분석- Segmentation① 인구통계학적 요인-20 ~ 30대 : 스타일 차별화를 지향하고 오락적 요소를 중시하는 세분시장-40 ~ 50대 : 경제성을 중시하고, 고급화와 승차감을 중시하는 세분시장-여성층 : 젊은 직장여성들 수의 증가로 주로 스타일의 차별화를 지향하는 세분시장SUV 시장은 고객의 욕구 분석 결과 크게 4가지로 주요 고객층을 분할할 수 있다. 경제성 지향층, 고급/승차감 지향층, 퍼포먼스 지향층, 스타일차별화 지향층이 그 4가지인데, 투싼ix는 경제성 지향층과 고급/승차감 지향층의 교집합에 위치해 있다.② 라이프스타일-자동차에 관심이 매우 많아 자동차 잡지를 좋아하고, 모터쇼를 좋아하고 직접 수리하는 지식수준이 높은 세분시장-자동차의 성능보다는 패션에 민감하여 스타일을 지향하는 세분시장-대부분의 남성이 그러하듯이 자동차가 자신의 신분을 나타내는 것이라고 생각하는 세분시장-스트레스 해소를 위해 자동차를 타는 재미를 중시하는 세분시장-차량의 가격, 유지비, 세금, 연비 등을 생각하는 경제성을 중시하는 세분시장- Targeting투싼 ix 광고는 주 표적시장을 실이다. 이러한 이유 때문에 주표적시장인 미혼의 남성들 중 경제성을 지향하는 고객들이 가장 많다. 이러한 세분시장에서 성공적인 포지셔닝을 위해 투싼 ix는 SUV 최고 연비를 실행하였고, 엔진에 직접 배기가스 후처리 장치를 장착하여 5년간 환경개선 부담금을 내지 않아도 되는 저공해차로 인정받을수 있게 하였다. 그리고 SUV를 Sexy Utility Vehicle로 새롭게 재해석 하여 새로운 SUV는 남성적, 세련됨을 넘어선 섹시함으로 향해가야 한다고 말하고 있다. 이러한 광고를 통한 재해석을 통하여 투싼 ix의 이미지를 소비자에게 확실하게 각인 시키고 있다.▶ 4P- Product① 제원구분2.0 e-VGT2.0 VVT전장×전폭×전고(mm)4,410×1,820×1,655윤거 전 / 후 (mm)1,585 / 1,586축간거리 (mm)2,640엔진형식e-VGTVVT배기량 (cc)1,9951,998최고출력 (ps/rpm)184 / 4,000166 / 6,200최대토크 (kg.m/rpm)40(A/T), 39(M/T) / 1,800~2,50020.1 / 4,600정부공인 표준연비 및 등급2.0 e-VGT 디젤(2WD)17.4 km/ℓ, 배기량 : 1,995 cc, 수동 6단 (1등급)2.0 e-VGT 디젤(2WD)15.4 km/ℓ, 배기량 : 1,995 cc, 자동 6단 (1등급)2.0 e-VGT 디젤(4WD)14.1 km/ℓ, 배기량 : 1,995 cc, 자동 6단 (2등급)2.0 VVT 가솔린(2WD)11.7 km/ℓ, 배기량 : 1,998 cc, 자동 6단 (3등급)투싼 ix는 유기적인 연결을 강조한 유선형의 세련된 디자인과 함께 강력한 동력성능, SUV 최고의 연비, 고급 편의사양, 최상의 안정성 등 혁신적인 상품성을 갖추었다. 디젤 모델에는 현대차가 순수독자기술로 개발한 차세대 친환경 디젤엔진인 2.0R엔진을 적용해 최고출련 184ps, 최대토크 40kg?m의 강력한 동력성능과 더불어 기존모델 대비 17.5% 상승한 15.4km/ℓ의 SUV 최고연비로 탁월한 양의 헥사고날 그릴을 적용하여 강인하고 고급스런 이미지를 보여준다.내부인테리어는 블루와 화이트 조명을 스위치 및 계기류 등 인테리어 전반에 적용해 뛰어난 시인성과 세련된 하이테크 감성 디자인을 실현시켰다. 또한 CUV의 기능성과 세단의 편안함이 조화를 이루는 쾌적하고 고급스러운 내부 공간을 만들어냈다.- Place① 글로벌 현장 중심 체제로 영업조직 개편현대차는 또 불황 극복의 열쇠가 현장에 있다고 판단, 판매 역량 강화를 위해 글로벌 현장 중심 체제로 영업조직을 개편했다. 이로써 지난 2월 국내외를 포괄하는 글로벌 영업본부를 신설하고 그 밑에 국내를 포함한 주요 5개 지역(미주ㆍ유럽ㆍ아태ㆍ아중동ㆍ국내)을 관할하는 영업조직을 배치해 시장별 책임판매 체제를 구축했다.② 유럽시장의 조기 진출 계획현재 글로벌 경제위기로 극심한 침체기를 겪었던 세계 자동차 메이커들이 최근 경기회복기를 대비해 신상품 출시를 서두르고 있다. 특히 개성과 기능이 겸비되고 연비가 향상된 SUV에 대한 수요가 증가할 것으로 보여 향후 SUV 시장에서 치열한 경쟁이 예상된다. 이에 따라 현대차는 내년 상반기로 예정돼 있던 신차 투싼ix의 유럽 시장 투입을 11월로 앞당겨 유럽 전략 차종인 i시리즈와 함께 대대적인 공세를 펼칠 계획이다. 유럽 국가들이 선호하는 디젤모델은 유럽배기가스 규제인 '유로5'를 만족시킬 뿐만 아니라 저공해차로 인정받아 경유차 환경개선부담금이 5년간 면제되는 등 친환경성까지 갖춰 유럽을 공략하기에 손색이 없다는 판단이다. 유럽의 경기가 침체에서 벗어날 조짐을 보이기 때문에 판매점들이 투싼ix에 대한 기대가 상당히 크다.- Price가격은 1970만원부터 2880만원까지 총 8개 라인업으로 구성되어 있고, 옵션별로 고르게 구성되어 있다. 구형의 투싼 보다는 가격이 더 올랐지만 혁신적인 디자인과 강력한 성능, 연비효율이 크게 개선된 점을 본다면 이 가격대는 적당하다고 생각된다.- Promotion① window 마케팅윈도우 안으로 빨려들어갈 것처럼 윈도우에 찰 달라 붙어 투싼을 부각시키기 위해 청바지 브랜드인 게스와 손잡고 소비자들의 호기심을자극하기 위해 젊고 트랜디한 감각의 청바지 위장막을 사용하였다.③ 성적소구의 사용투싼 ix의 브랜드 컨셉을 소비자 라이프스타일과 접목하여 유머러스한 코드와 감각적인 영상으로 연출하였다. 여기에 “그녀”와의 이야기를 집어넣어 알게 모르게, 아슬아슬하게, 마치 아닌 것처럼 보이지만, 성적소구를 사용하였다. 그리고 기존의 SUV의 개념인 Sprots Utility Vehicle을 Sexy Utility Vehicle로 새롭게 해석하여 섹시 마케팅을 첨부, 젊은층들의 구매를 자극하였다.④ 스왑광고이 광고는 국내에서 최초로 시도되는 스왑 광 고 형식 이다. 스왑광고는 15초의 짧은 광고시 간안에 두 개 이상의 브랜드가 본연의 이미지 를 고수하면서 각자의 아이덴티티를 맞교환하 는 방식으로 제작하는 신개념 광고기법을 일컫 는다. 이번 광고는 30초 분량으로 15초 두편이 연결된 각 브랜드의 개별광고이지만, 두 광고 가 절묘하게 얽혀 마치 한편의 광고 안에서 두 개의 브랜드를 광고하는 것처럼 자연스럽게 느껴지는 것이 특징이다. 처음 투싼 자동차각 나오는 것을 보고 노래와 화면상으로는 투싼이다 라고 주의되는 순간, 조금지나면 ix는 말한다 라고 자막이 나와야 할 부분에 익서스는 말한다라고 나온후 마지막에 이것이 인생이다라고 자막이 나와야할 장면에서 이것이 익서스이다 라는 자막이 나오면서 익서스 광고로 끝이난다. 바로뒤이어 캐논의 타이틀곡으로 자리 잡은 라 캄파넬라와 음악을 따라 춤추는 듯 한 자막의 움직임을 보면 익서스광고가 나오나 싶더니 투싼을 광고한다.기존의 투싼과 익서스 광고 모두 음악과 자막 중심의 광고형식 이라는 공통점이 있었고 투싼 광고는 다목적 차량으로 통용되던 Sprots Utility Vehicle을 Sexy Utility Vehicle로 재해석하여 소비자에게 섹시한 라이프스타일을 제안해 온것과 같이 익서스 또한 진짜에겐 진짜를 이란 타이틀을 내걸며 도도하고 대담한 이미지를 만들어와 양자모두 현했다.

경영/경제| 2010.12.13| 10페이지| 1,500원| 조회(215)

4P, STP, 광고 분석, 투싼, creative 전략

미리보기

닫기
The necklace 를 읽고

The NecklaceThe necklace by Guy de Maupassant is the story about conflict in poor family. The major characters are Mr. Loisel and his wife Mathilde. The minor characters are Mme. Forestier and men at the ball etc. This story happened at about late 19th century. The time is after French Revolution and there were class distinctions so if someone got born in a poor family, he or she has to live poor. On the other hand live rich. In this story the character’s behavior made me little bit confused so I chose this story to write about feelings that I felt.At the beginning , there was a pretty young woman whose name was Mathilde. She was married to a poor man. She was not satisfied with her life being in poverty. One day, Mr and Mrs. Loisel was invited to a ball which is kind of like for bourgeois. They couldn’t afford to go there with a fancy dress or jewelry. But Mathilde wanted to look like bourgeois. Because of this kind of mind she was not happy for the invite. When Mr. Loisel showed the invitation card to Mathilde, she said to him, “What do you want me to do with that?” She got angry because she had no jewelry and no dress to put on. Mr. Loisel said, “All right. I will give you four hundred francs. And try to have a pretty dress.” It didn’t take long time to her to consider about where the money came from. She was just happy, thinking about how she will be pretty with the dress. In this scene I can see how much Mr. Loisel love her wife. But if acting like this all the time, he couldn’t save money. What if they have some accident and it cost a lot of money. This might be a big problem. If I were him I would persuade my wife and find another way not to use all that money.Somehow they finally go to a ball. Mathilde wore a beautiful dress and a diamond necklace that she borrowed from her friend who is very rich. Mathilde had a great time at the ball in the end of the ball, however, she lost diamond necklace. She was such a careless person. Mr. Loisel and Mathilde was really shocked. They tried to find it for a long time but they couldn’t. Mr. Loisel got an idea and told her “You must write to your friend that you have broken the clasp of her necklace and that you are having it mended. That will give us time to turn round.” Mathilde told her friend what Mr. Loisel said. So Mr. Loisel borrowed a thousand francs of one, five hundred of another, five louis here, three louis there… They spent about ten years to pay the debts. Finally they paid all the debts and met Mme. Forestier by chance then told her the true story. Mme. Forestier was moved and said “ oh, my poor Mathilde! Why, my necklace was paste. It was worth at most five hundred francs!” They finally knew the necklace was a fake. I know that this kind of situation make person to think careless but this was not the best choice. The best choice was to telling the truth. It might be hard to tell but by telling the truth, can reduce your worry.While reading this story I have learned something that I didn’t think about. What I’ve learned and what I want to tell to the readers is to think and act like grown up from Mathilde and being honesty about all the matters.2KyungJu Rhee1KyungJu Rhee

독후감/창작| 2010.07.05| 2페이지| 1,000원| 조회(504)

독후감, The Necklace

미리보기

닫기
Social issues in three stories “War” “The street Sweeping Show”

Social issues in three stories “War” “The street Sweeping Show”“The Grass Eaters”The story “War” by Luigi Pirandello takes place on a train in Italy during World War 1. This story makes readers to think about the atmosphere in that time. Another story “The Street-Sweeping Show” by Feng Jicai is happening in China and it is about dignitaries’ attitude toward citizens. In the story, mayor just showed his good aspects (which he is not) to people, and behave differently in their back. This situation also makes readers to think about the social problems. The last story “The Grass-Eaters” by Krishnan Varma took place in Calcutta, one of the largest cities in India. Ajit Babu is the major character of this story, and it is about his abnormal life. These three stories have same kind of issue, and it makes readers to think about the social isuues.“War” is the story about some people on the train who left their children at the battle ground. Some of them on the train have lost their children because of war, and some of them are worried about losing their children during the war. The atmosphere in the train was so gloomy that one man tried to change it, but none of his words could make any difference. World War 1 occurred because of one man shot Australia’s Crown Prince, but it was just a cause not the real reason. At that time most of the Europe countries were separated in groups and looked forward to the war. It is because most of the dignitaries are greedy and just think about their own lives not for the people in their country. “the poor woman was to be pitied, for the war was taking away from her her only son, a boy of twenty to whom both had devoted their entire life, ~” (Pirandello, 74) When the war occurs, the person who is fighting at the real battle ground is the common people, not the dignitaries. This is really an irony that the war is occurred because of the political problems which caused by the dignitaries, but the common people are going to the real battle ground and they get wounded, sadly someone get killed. This is the part of the social issue and this story make readers to think about it carefully.The second story is “The Street-Sweeping Show”. This story begins with “National Cleanup Week”. In this day, officials everywhere are going out to join in the street sweeping. The mayor in this story, acted as if he is a diligent person in front of the people, but actually he is not. “Of course. As mayor of the city, I have to set an example” (Jicai, 164) In this scene he pretended to a hard working person who he is not. “Look, Granddad, you’re on TV!!” “It’s not worth watching. Let’s go have dinner”(Jicai, 166) He was on TV just to show his diligence to the people. It is easy to find out how duplicitious the mayor is.The last story, “The Grass-Eaters” is the story about the major character Ajit Babu’s abnormal life. He lived in strange places that nobody believes before they see it. He had a wife and three children, but his children all died. During his eventful life, he lost his one leg and one ear. Actually, he had a fine job, he was a teacher, but he lived like a beggar. Maybe the author wanted to show it is hard to live in this complicated world in humorous way. “We have a home made of coal tar drums. We eat two square meals of grass every day. We don’t need to wear clothes ~”. (Varma, 170) Nowadays, it is really hard to live with smile on our face, and everyone lives competitive to defeat others. What is ironic in this society is that although we defeat others in competition, is the competition going to be end. No.All these three stories shows social problems, not the exact same issues but each of the stories makes readers to think about nowadays social problems. There are lots of problems which caused by dignitaries also by common peoples. The first thing to change or solve these problems is to notice the real problems and live with respect to others.Works CitedFeng, Jicai, “The Street Sweeping Show”. In Spack, Ruth.The International Story. New York, NY : St Martin’s Press, 1994(163 – 166)Krishnan, Varma, “The Grass Eaters”. In Spack, Ruth.The International Story. New York, NY : St Martin’s Press, 1994(167 – 170)Luigi, Pirandello, “War”. In Spack, Ruth.The International Story. New York, NY : St Martin’s Press, 1994(74 – 77) PAGE * MERGEFORMAT 311/26/08ELC – 041KyungJu Rhee

인문/어학| 2010.07.06| 3페이지| 1,000원| 조회(154)

사회적 이슈, social issue, Social issues in thr

미리보기

닫기
The Man Who Was Almost a Man

The Man Who Was Almost a Man“The Man Who Was Almost a Man” is the story by Richard Wright and the story is about young boy who wanted to possess a gun to look like a grown man. As the story told, the major character, Dave, was immature. This story happened in the 1930s on a rural farm in the South. At that time, the slavery had been abolished, yet there were some restrictions on black people. This sort of situation affected Dave in the story, and the point of this writing is about the character “Dave”. There are two point of view about Dave’s character; one is Dave’s view and the other is his family’s and neighbor’s.This story took place in 1930s and at that time, not as much as the years before 1930s but there was racial discrimination, and restrictions on black people. The character, Dave was young black boy who lived in the South. He worked hard, and lived like normal boy with his family, but suddenly he got into the idea that he might have a gun. There were some things restricted to black people, and maybe that is why he wanted to have a gun to show his reactions to the society or he just wanted to look like a grown man. From Dave’s point of view, he was already an adult. He did not know why the other people treated him like a little boy. He could afford to buy a gun from Joe’s store because he worked hard, and he thought it would be good for him to protect himself or his whole family. “Ain nothin worng. Ma. Ahm almos a man now. Ah wans a gun.”(Richard, 107) At this point, everyone can figure out that Dave thought as if he is a grown man. “But, Ma, we needa gun. Pa ain got no gun. We needa gun in the house. Yuh kin never tell whut might happen.”(Richard, 106) Dave persuaded his mother that, with a gun, whole family could be protected.During the process of buying a gun Dave’s mother and Mr. Joe treated him as a boy. “You ain nothing but a boy. You don’t need a gun.”(Richard 104) Because the gun is very dangerous weapon. They thought Dave was too immature to keep a gun. Anyhow, finally Dave bought a gun. The next day, Dave got up earlier than the other days and ran to Mr. Joe’s store. He told Mr. Joe that he wanted feed the mule. With this reason he took the mule to a quiet place to test his gun, but accidently he shot the mule and killed it. Dave was so embarrassed, he did not know what to do. Unavoidably, he told the truth to Mr. Joe and his parents. All the villagers came out to see the mule. All the people surrounded him and began to laugh at him. “Well, boy, looks like yuh done bought a dead mule! Hahaha!”(Richard, 111) Dave got filled with an anger, and he decided to leave this town.Dave just wanted to look like a grown man, but the way he acted in the story, everyone noticed he was nothing but a boy. Everyone could also see he is an immature through leaving his town. If he was real grown up, he could bare with his embarrassment. Unfortunately, he could not accept the other people’s opinion and left. As the story shows, Dave was just a boy, but he wanted to be treated as an adult. Pretending to someone who he or she is not is very difficult and complicate thing. Just be aware about your place and try to satisfy the way you are.Work CitedWright. Richard “The Man Who Was Almost a Man” In Spack. RuthThe International Story. New York, NY : ST.Martin’s Press 1994(p 103 – 112) PAGE * MERGEFORMAT 110/24/08ELC – 041KyungJu Rhee

인문/어학| 2010.07.06| 4페이지| 1,000원| 조회(913)

the man, The Man Who Was Almo

미리보기

닫기
The Americanization of Shadrach Cohen

The Americanization of Shadrach Cohen“The Americanization of Shadrach Cohen” is a story about a father Shadrach Cohen and his sons written by Bruno Lessing. The major characters are Shadrach Cohen and his two sons Abel and Gottlieb. The minor characters are Marta, the clerk and Miriam. This story takes place in New York City at the turn into the twentieth century. At that time many Jewish immigrants fled their countries primarily to escape religious persecution. Shadrach Cohen’s two sons fled to America as the same reasons. Few years later Shadrach moved into his son’s place and the story begins. The conflicts between Shadrach and his sons are about Americanization. I want to write about why this kind of conflict happened to them, why Shadrach Cohen refused to change and finally why Shadrach decided to change his mind to be Americanize.First, in the story Shadrach’s two sons came to America five years earlier than Shadrach. Living in America for five years Abel and Gottlieb became Americanized. They changed their hair, costumes, behavior and even religious belief. After Shadrach came to America to live together with his sons, his sons tried to force him to change like an American. “Come, father,” “Let us go to a barber, who will trim your beard and make you look more like an American. Then we will take you home with us.” (Lessing 63) He was really shocked by his two sons. The words that his two sons said to him was just a beginning. However, Shadrach refused to change like an American, and wanted to act the way he was before. This is why the conflict began between Shadrach and his two sons. Shadrach showed his strong mind not to change. It is because the time when his two sons tried to force him to change was too fast step for him. When somebody goes to another country, he or she faces the culture shock. It happens to everyone. It takes time to adjust to another culture.In the story, after a big argument between Shadrach and Gottlieb about Miriam, Shadrach changed his mind and began to slowly Americanized. “The charm of American life, of liberty, of democracy, appealed to him strongly.” (Lessing 67) Shadrach slowly changed like his two sons. While he was running his son’s business, he learned something about America and felt it was necessary to be Americanized. This is the reason why he changed his mind and decided to be Americanized.As the story shows, author wanted to show his emotions to readers indirectly. The thing that the author wanted to show to readers was not to force someone while someone is facing a culture shock. If somebody try to force another person to be changed, it might prolong the time to adjust. When adjusting to some other cultures, the most important thing is the time and necessity. PAGE * MERGEFORMAT 210/03/08ELC-041KyungJu Rhee

독후감/창작| 2010.07.05| 2페이지| 1,000원| 조회(222)

독후감, americanization, Shadrach, Cohen

미리보기

닫기