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브랜드 자산과 통합커뮤니케이션, 그리고 미디어 시너지 효과
심재철 ( Sim Jae Cheol ),윤태일 ( Yun Tae Il ) 한국PR학회 2003 PR연구 Vol.7 No.1
This study defines brand equity as the differential effect of brand knowledge on consumer response to the marketing of the brand. Following Keller`s conceptualization, brand equity could be considered the added value of various consumer responses to previously unknown products based upon brand knowledge obtained through marketing efforts. Using this concept, we divide braud knowledge into two dimensions : brand awareness and brand image. Keller argues that the value of brand equity is more likely to increase when consumers are accustomed with the braud and fold some favorable, strong, and unique brand associations in their memory. Following this principle, any marketing specialist can improve brand awareness through advertising and public relations. In order to maximize the marketing influence, this study examines the basic concepts, opportunities and difficulties with media synergy effects. This study also deals with the many conceptual and methodological difficulties of media synergy effects, including the combined media use of television, radio, and newspapers.