호텔의 온천상품 광고시 메시지 소구와 광고모델 전략에 관한 연구 : M호텔 온천상품 사례중심으로 = A study on message appeal method and model strategy in hotel`s spa advertising

다국어 초록 (Multilingual Abstract)

This study reports by taking some hotels for an example on message appeal method and advertising model strategy in making advertising strategy over high involvement hotel's hot spring goods. First of all, I searched into advertising and advertising model through ready-made research. Therefore, as one of methods to achieve the purpose of advertising through choosing the appropriate advertising model, by analyzing the trend of target guest and analyzing the brand concept of some hotels, the most effective advertising model strategy is suggested through emotional message appeal. And this study helps advertising owner make optimal advertising effect by doing economic budget by analyzing core target so as to make exposure contract effect be optimal through properness-media strategy.

목차 (Table of Contents)

• Ⅰ. 서론
• 1. 연구의 목적
• 2. 연구의 방법
• Ⅱ. 이론적 고찰
• 1. 광고에 대한 이론적 접근의 틀
• 2. 광고모델에 관한 이론적 고찰
• Ⅲ. 예시적 사례연구
• 1. 사례호텔 상황개요
• 2. 추진전략 및 개발방안
• Ⅳ.결론
• 참고문헌