로컬시장에서의 브랜드이미지-업 전략과 전술에 관한 연구

Abstract

Due to influence of the surge in the quasi-competing products, namely, of a rise in brand, and of enhancement and sensitivity in consumers' sense of preference, the advertisement is being repeatedly demanded a change. Especially, owing to a rapid expansion in its kinds or number enough for advertisement by media in traditional types like the existing newspaper, magazine, TV, and radio to be difficult to give novelty any more, it is a situation that obtaining the advertising effect is getting harder. Enterprises are proceeding with diversely broadening the advertising communication channels such as using media in a completely new type as well as the advertisement by media in the existing traditional types, in order to overcome this. This is a proof that enterprises are maximizing the advertising activity to expand contact point with consumers and to maximize the advertising effect. On the other hand, the achievement of an advertising goal came to be difficult by the media in traditional type as much as it. It disproves that enterprise is developing an advertising strategy in the more consumer-contact type in order to achieve a goal. This is a study on an advertising strategy and tactics for brand image-up in local market, with escaping from a form of using the advertising media other than advertisement by media in traditional types of the past. It analyzed through the relevant literature research and comparatively verified empirically its effects as for core problems in a research such as why the brand image-up strategy and tactics are needed in local market, in which form it is being made now, with which frame tactics can be developed, and what about effects of strategic tool. As for the contents of the advertising effects in the empirical analysis, the effects were comparatively analyzed in the aspects of consumers' advertising attitude, brand attitude, and purchasing intention, regarding the effects between the advertisement by media in traditional type and the advertisement by media in new type. As a result of research, the large-scale brand is available for development in the advertising strategy and tactics targeting the whole country based on great capital power. However, small-and medium-sized brands were indicated to be developing the substantial advertising activity targeting the relatively small-scale market, namely, the local market. As the strategy for targeting local market in these small-and medium-sized brands is the consumer-contact marketing strategy, it is the substantial advertising activity that is almost close to the customized type in line with the corresponding local consumers' needs or wants. In this sense, the efficiency of advertisement is extremely high. Especially, it is the effectively advertising strategy that can reduce the advertising cost amid the prolonged economic-stagnation situation. In this aspect, it was analyzed to proceed with being expanded further. The strategy of making inroad into local market targeting local consumers in local market is the ideal marketing strategy available for further maximizing the advertising effect by utilizing the correct local information. It was analyzed to possibly more reinforce the delivery power of the advertising message by newly developing a tool and a means of the advertising tactics of supporting this, namely, the interesting advertising media. Especially, the strategy and tactics of the advertisement marketing targeting local market could be confirmed to be the best marketing method that is relatively less in cost, that is available for continuous advertising activity in the effective and dimensional integrative concept due to being easy for local consumers' collecting information, and that can obtain even word-of-mouth effect on the target of local market within short time. In conclusion, as a result of comparing effects in the advertisement of media in traditional type and the advertisement of media in new type in local market, the advertisement of media in new type was indicated to be more positive and effective in all the aspects of the advertising attitude, brand attitude and purchasing intention, which are the central research problems of this study. As a result of empirical survey, a case of rational product rather than emotional product was indicated to be more effective to use the advertisement of media in new type. However, the barrier of persuading consumers was indicated to be collapsed by the consumer-contact marketing strategy. Thus, it was indicated that there is no significant interaction effect between rational-emotional products in the effect in light of actual application. This is directly suggesting that the advertisement of media in new type has effective and useful value for brand image-up in marketing targeting local market.