A Study on the Rational Advertisement Strategy of a Under - developed Enterprise .

-Centering around the soft drinks market in Korea-

Jeong, Hyeon Sik(Major in Marketing The Graduate School of Business Administration Kyung Hee University)

The purpose of this study is to determine the influence of soft drinks advertisement on the consumer, how the product's advertisement affect consumers' behavior or attitude, to find out the level of effectiveness of the soft drinks advertisement, and to propose that an advertisement strategy of the under-developed enterprise such as the soft drinks markets include the objectives to be rational and effective in order to be efficient.

This study, to accomplishes the above mentioned purpose, makes an analysis of how advertisement as an information network has influenced the youth.

In brief. the results of the analysis on reactions of soft drinks advertisement toward middle school students, high school 1 students, and college students of selected areas in Seoul and Kyeonggi province are below:

1) It appears that most of the youth usually drink soft drinks

2) It appears that consumers relay information on soft drinks to the rest of the consuming public.

3) It appears that soft drink advertisement toward the youth, who has low brand loyalty, produces strong effects on advertisement retention. As a result of these effects consumers make decisions based on information provided in the article advertisements.

4) It appears that future soft drink manufacturers need to make advertisement plans differentiated for the youth consumers. This can be accomplished by considering youths, as they represent their mental characteristics and patterns of choice(preference) main soft drink consuming public of Korea.

Lastly hope this study wi11 give whatever little help it can to those who are responsible for advertisement so they maybe able to set up an effective marketing strategy and reasonable advertising strategy based on what the results of this study have implied.