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하봉준,이상훈 한국방송광고공사 2004 광고연구 Vol.0 No.63
낙후된 지방 광고산업의 발전을 위해서는 구조적 요인의 해결과 함께, 광고산업 주체의 자구노력이 병행되어야 한다. 특히 지방광고회사의 발전을 위해서는 지방광고주의 지방광고회사에 대한 인식 및 만족도 제고가 선결과제라고 할 수 있다. 본 연구는 이러한 문제의식하에서 지방광고주가 광고회사를 선정하는 기준은 무엇인지, 그리고 지방광고회사를 어떻게 평가하고, 개선점은 무엇이라고 생각하는지 실증적으로 알아보고자 하였다. 부산/울산/경남 지역의 광고주 및 광고회사 종사자를 대상으로 설문조사를 실시한 결과, 지방광고주는 광고회사 선택시 거래요인을 중요하게 고려하고, 거래요인 및 비용측면에서 지방광고회사를 높이 평가했다. 그러나 지방광고회사는 광고기획/전략, 마케팅, 리서치, 광고회사의 규모/크기 등 업무 측면이나 외형적 특성에서 낮게 평가되었고, 향후 업무요인에 대한 개선이 요구되는 것으로 나타났다. 이상의 연구결과를 고려할 때, 지방광고회사는 우선적으로 광고기획/전략, 마케팅, IMC, 리서치, 크리에이티브 등 광고 업무와 관련된 서비스의 질을 높이는 데 노력해야 하며, 동시에 기존의 강점 중에서 장기적인 경쟁적 우위가 될 수 있는 지역특성에 대한 이해, 광고주 요구에 대한 정확하고 신속한 반응 등에 대한 강화가 요구된다. The purpose of this study is to make empirical investigation into advertising agency selection and evaluation of the local client for the local agency’s developing plan. The following research questions were formulated for this study. 1. What are mainly considered factors when the local client selects a agency? 2. How is the local agency evaluated in comparison with the agency that is located in Seoul? 3. What should be improved for the development of the local agency? To get the proper answers, a total of 172 persons who have been employed in local agencies and clients located in Busan, Ulsan and Gyeongnam-do are surveyed for this study. T-test, factor analysis and regression analysis were chosen as the appropriate statistical techniques. The main results are: 1. The local client considers transaction and cost more importantly when they selects a agency. 2. The local client estimates that local agency is better than the agency in Seoul about transaction and cost. 3. The local client wants the local agency to improve its own abilities - advertising planning, marketing consulting, IMC, research and creative power.
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'99 한국 전통주와 떡축제 행사의 평가 및 개선방안에 관한 연구
하봉준 경주대학교 지역개발연구소 1999 地域開發論叢 Vol.- No.2
This purpose of this study is to evaluate '99 Korea Traditional Liuor & Cake Festival and propose the way of improvement. The successful development of this festival is important to the economic activation of Kyongju community. The evaluation festival is evaluated to be successful in that about 200,000 persons visited this event and the economic spill-over effects more than 3 billion won were created. But '99 festival revealed various problems in terms of the regional distribution of visitors and the satisfaction about event programs and service. The major conclusions of this study are as follows : First, positive advertising and PR activities need to attract the domestic and foreign tourists beyond Youngnam area. Second, future festival has to select several strategic items and focus on them. Third, the facilities and services for convenience and guide need to be expanded. And positive service mind should be introduced. Finally, the negative recognition as a commercial event need to be removed.
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하봉준 영산대학교 2002 영산논총 Vol.10 No.-
Since IMF in 1997, there has been a great concern about company's advertising expenditure in a regression. The theme of this study is beyond simple discussions about the relationship between regression and advertising expenditure. This study focuses on marketing and advertising strategy that companies should take on the basis of understanding consumer behavior in a regression. Consumers in a regression are inclined to behavior rationally sustaining high-level consumption which they have enjoyed in a previous boom. So, companies should not pursue only low-price strategy but endeavor to satisfy consumer needs that is newly developing in a regression. And it is necessary that companies consider advertising as a long-term investment instead of reducing advertising budgets first of all.
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하봉준 한국마케팅관리학회 2006 마케팅관리연구 Vol.11 No.1
Samsung is the fastest-growing global brand in the world. A decade ago, Samsung was a low-end brand and its global reputation was dubious. But by embracing the mantras of branding, design and product quality, Samsung has redefined itself as a cool brand. What made Samsung what it is? Reviewing the global branding history of Samsung, five keys for success can be extracted. First, the success of Samsung is due to the excellence of brand vision and strategy. Samsung’s brand vision was ‘World Class’ and the strategy for completing brand vision was the direct competition with the other world class brands in the advanced market. Second, Samsung had strength in organizational culture. So Samsung could execute the brand strategy with the passion and pride of all Samsung men. Third, Samsung leveled up the product reality, the source of the brand assets. The design and product quality became the physical bases of Samsung brand assets. Fourth, the brand communication was characterized by IMC(Integrated Marketing Communication) focused on Olympic Games Sponsorship. Samsung was able to acquire the global excellent brand image in a short period by transferring Olympic Games, the world greatest sports event, to Samsung brand. Finally, the leadership of chairman Lee Kun Hee has contributed to the success of Samsung. The brand marketing and communication of Samsung present many implications to the companies which want to be global brands. And the brand strategy and executional processes of Samsung also presents many academic implications in relation to strategic brand planning.
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Benzo(a)pyrene 독성에 의한 사람 림프아 세포 (NC-37)에서 c-myc 유전자의 발현
하봉준,정인철,곽충근,조무연 고신대학교(의대) 고신대학교 의과대학 학술지 1996 고신대학교 의과대학 학술지 Vol.11 No.1
-Abstract- To investigate expression in c-myc gene by a chemical carcinogen benzo(a)pyrene (BP), human lymphoblast NC-37 cells were exposed to various concentrations of BP and the c-myc gene expression was evaluated by northern and slot blot hybridization methods. When NC-37 cells exposed to BP of 0.4 ug/ml were treated with HindⅡ/XbaⅠrestriction enzyme, the c-myc genes were cut at the same region regardless of BP concentration. The site of cleavage by the restriction enzyme, HindⅡ/XbaⅠ was identical in the control, BP-treated and BP-washed cells. However, the m-RNA expression in slot blot hybridization appeared to be 4-5 times higher in BP-treated cells than in the control, and this effect was partially removed by washing the BP. When the DNA isolated from NC-37 cells exposed to various concentrations (0, 2, 4 up/ml) of BP were amplified by polymerase chain reaction using a primer containing c-myc exon Ⅰ, the resulting DNA were of the same size in all groups. These results suggest that overexpression of c-myc oncogene may be required for the malignant transformation and maintenance in benzo(a)pyrene poisoned human lymphoblast NC-37 cells.
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