A Study on the measures to Increase Advertising Effectiveness

-With Particular Amphasis on Advertising of the Soft Drink Producing Company in Korea

Oh Myun Soo(Dep. of Industrial Management Graduate School of Regional Science Han-Nam University)

Recently, the importance of advertising is rapidly growing.

The proves of that are;

1. Increasing trend of advertising industry size

2. rate growing in total cost which company must pay for sales.

Many companies in Korea have losen his marketing opportunity because of irrelevent advertising. Therefore, they must study about relevent advertising time and effiency.

The purpose of this research is to give a data which helps company make advertising decision through practical analysis of soft drink adverisement.

The method of this study depend on analysis on each subsystem-advertising budget, media, message-of advertising information system.

The structure of this thesis;

Chapter1:Instruction explained the object method and scope of this research.

Chapter2:Theoretical background of advertising effectivenss

Chapter3:Investigation of components of advertising information system.

Chapter4:Analysis of actual state on advertising effectiveness of soft drink market in Korea.

Chapter5:Extracted problems and improvement measures for the increaseing the effectiveness of advertising.

Chapter6:Summary and Limitations of this research as a conclusion.

This study's conclusions for increasing advertising effectiveness are relevent allocation of advertising budget and flexible operation of media and fixing the product image according to advertising appeal target.

The importance of advertising is growing more and more and companies in Korea have to pay more attention to implemention of the improvement measures.