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이효일 誠信女子大學校 1998 硏究論文集 Vol.36 No.-
There is no methods of advertising expressing approach. So advertising specialists & firms develop and present their own advertising philosophy & strategic models for approach methods. Recently, as they develop new academic theories and research methods, they present advertising expression to know more customer's behavior. We need to find approach methods for effective expression of advertising. Also, we need more effective desirable study on approach methods of advertising expression on the base of all materials and theories. In this research, as I look into all usual advertising strategies, models and types of expression strategies, as I analyze developing process, methods, etc. I would like to contribute the development of approach method for new and expression. As a result of reviewing up-to now strategic models, old model was develop in the methods of renovation. Developing direction move from focus advertising products of customer's will and demand. The substance is analyzed in direction being divided, in the base of academic experiments and theories. Especially, there is the tread that the step of circumstance analysis is considered as important factor before establishment of advertising fundamental strategy. According to this tread, the activation of new academic experiment and theories is needed, the application is analysed and utilized in segment methods.
李孝一 誠信女子大學校 1981 硏究論文集 Vol.14 No.-
Package industry has developed along with the change of times as well as the development of culture. In other words, it has developed through changes in the marketing environment of the times, such as the development of industrial technology, changes in marketing formulas, progress in the consumer mode of living, and transportation and communication development. Today, marketing activities are conducted from the viewpoint of a buyer's market, aiming at satisfying the consumer demand. They are also intended for mass production, mass distrivution, and mass consumption. The meaning of the rerm “marketing”has also been broadened; it now refers to overall business managenemt activities, not just to simple sales activities. With resources and environmental problems today, in particular, there have emerged even the demand contrlo and social market theories. In order to boost the sales of products, the time has come for manufacturers to work out programs on their products, packing, and sales, by analyzing and closely reviewing consumers from a behavioral scientific viewpoint, rather than devoting their efforts only to improving their product quality. The development of supermarkets, self-service stores, and vending machines, has made consumers to personally select merchandise without a help of sellers but by just looking at packages. These marketing conditions should be reflected properly in package designing, in order to make packages fulfill their original function satisfactorily. In view of the general marketing characteristics today, packge designs should be programmed in the following directions: 1. Package designs should suit mass production, mass distribution, and mass sales. 2. Package designs should be programmed after fully reviewing in detail the consumer behaviors, living, and desires. 3. Package designs should be materialized according to sincere expressions and programs in order to lead buyers to repeated buying activities. 4. For the brand expression of package designs, it is necessary to select some letter types of a market individuality. It is desirable to select a block style which is easy to read. It will be better to have the letters in large size insofar as they are not out of place. 5. A copy entered on packages should be entered sincerely and detail. 6. Package design colors should be selected within the limit of primary and secondary colors so that they may give a strong impression on the display stand. 7. Any excessive packing should be avoided in order to cut down packing cost. For packing material, it is desirable to select paper which is easy to throw away and to be reclaimed. 8.In package designs products can be exposed or else the drawings or pictures of products should appear on the surface of packages so that contents of the product can be known readily to buyers. 9. Package designs should be programmed by conceptualizing them at the point where the characteristics of some products meet with consumer's desires.