분야
hwp1. Necessity and object of study
2. study method
Ⅱ. 'Kim Yuna Syndrome' and the marketing analysis
1. 'Kim Yuna Syndrome'
2. SWOT analysis of Kim Yuna
3. KimYuna Marketing
Ⅲ. Advertisement effect analysis of "Kim-yuna" (1)
1. Kookmin Bank
2. Maeil Dairies
3. Samsung Electronics(haptic)
4. Samsung Electronics(hauzen)
5. Jestina
Ⅳ. Advertisement effect analysis of "Kimyuna" (2)
1. analysis of survey
2. Specialist interview
Ⅴ. Conclusion
As a model for Kim to Kim from the perspective of advertisers to conduct a SWOT analysis, the result is what would happen? What are the strengths of Kim Yuna than the sports stars have more than the value of the products tend to have. Popular communities across just as well as the influence large recession, coupled with the difficulty forgetting for a moment the hope of the game could get to win people's attention and love.
Kim Yuna said that 'people liked' enough to be called Kim to clothing items, all products is to create more value. In addition, Kim Yuna is not the eyelids of Asian appearance and trained a beautiful figure skating in the product ads is a plus factors. In addition to figure skating skills in addition to this hidden talent is more effective in the ads. and the young age is strength
If so, what could a weakness? The biggest weakness of the ads that appeared in multiple redundant hatred of advertising effectiveness is due to appear. Frequent exposure to advertising of the ad audience in their specific ads, like KB Bank, Nike, daily Dairys, Samsung hawoojen tend to stick to a specific ads.
Through further analysis of the questionnaire can see, Kim Yuna appeared in 10 ads, but substantial phase shift of the advertising audience to remember your ad is the five work. For this reason, while exposing companies to pay huge costs for advertising, but you can see impressions relatively small compared to the cost of advertising effectiveness can be halved. Also, the advertising model, this duplication appeared to weaken the company's brand image of credibility is down.
Sports marketing opportunities than ever before are enabled, and the market expectation that it would be bigger. These expectations in sports as an opportunity for the model works. Kim Yuna is currently a large number of ads