ABSTRACT
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A Study on the Type and the Appeal in
Multi-targeting Advertisement
-A Focused on IT Product Advertisement- |
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Sang-kook, Lee
Dpt. of
The Graduate School of Public Relations
Hong-Ik University |
The structural characteristics under socioeconomic environments
has caused many recent changes in general people's lifestyle, consciousness
structure, value system. Especially, the advances of modern medical
science and health-oriented dietary habit have made it possible
to prolong the human life span by many years. Accordingly, meddle
age is inclined to come to the fore as new and vigorous consumer.
Many men in their forties or fifties are playing a important role
as powerful consumer class in consumption market.
In spite of the above current situation, we know that domestic
IT advertisement have much difficulty in developing variable, interesting
advertisement aimed at middle age.
Accordingly, this study is designed to look through the advertisement
of IT products as are search of market segmentation according to
each target, and after to establish advertising strategy appropriate
to consumer's need and desire on the basis of the above results.
The findings of this study were as follows:
First, IT products were good at maximizing, or enhancing those
effect through image-type dadvertisement regardless of the characteristics
of products. Accordingly, we knew that they would rather offer consumers
their proper advertisement messageas its implicit image than the
concrete information of product.
Second, this researcher certified that consumer's lifestyle can
function as a useful variable for the market segmentation at IT
product-relation market. IT product advertisement needs to be developed
on the focus of image-typed advertisement. With this, the type and
the appeal in multi-targeting advertisement would basically have
to be utilized at the aspects of intensification of product security
and self-esteem regardless of the characteristic of product.
Third, when we speak that IT product need to be utilized demographic
variable as the factor for market segmentation, it is very important
that there have much concerns about the concrete criteria according
to product character in the type of advertisement.
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