마케팅 커뮤니케이션에서의 온드미디어 활용 연구 = A study on Utilization Owned Media in Marketing Communications

다국어 초록 (Multilingual Abstract)

Owned media generally proceeds as a long term plan. Therefore, it has an advantage as an approach which allows sustainable marketing. It not only serves its original role but also plays a role as a communication method. However, due to its method of communicating directly with customers, its credential is lowered from the perspective of customers. Therefore, its connectivity between social media and paid media is becoming more important. Since owned media is owned and managed directly, it is economic. Similar to paid media, owned media can exert greater influence as managing cost than media cost. Compared to earned media, it is more effective due to being more predictive. By analyzing online and offline cases of owned media, we examined operational methods and strategy of application.