광고 홍보 전략이 기업에 미치는 영향 = A Study on the Effect of Institutional Advertising on Corporate Image Fonnation

다국어 초록 (Multilingual Abstract)

In modem industrial society, many companies struggle to survive in a vehemently competitive market. With the rapid advancement of technology, scientific progress and economic growth, corporations are increasingly concerned with the quality of the goods they produce. Having a good product is essential in presenting a good image to the consumer. Industrial development has provided consumers with many opportunities for selecting goods and services, but this makes it very difficult for the consumer to choose and estimate the value of the products and services they purchase. Most consumers believe that; "companies with good images make good products". The following conclusions are made from the above research, First, consumers held favorable attitudes towards companies through the influence of institutional advertising. Second, institutional advertising can diminish “negative image" based on the influence in the betterment of the community. Third, most consumers would like information concerning more enjoyable and comfortable living standard. Fourth, it was revealed that consumers positively responded to the institutional advertising promoting the products of a company. Fifth, globalization including ideas, cosmopolitanism, and company "image-up" seriously influence consumer thinking and hence, buying patterns.

목차 (Table of Contents)

• Ⅰ. 서론 1
• Ⅱ. 企業廣告의 特徵 2
• 1. 企業廣告의 槪念 2
• 2. 企業廣告의 特徵 2
• 3. 消費者이미지 3
• 4. 企業廣告의 機能 4
• Ⅲ. 企業廣告의 效果 4
• IV. 企業廣告의 影向 要素 6
• 1. 正體性(Identity) 6
• 2. 社會性 6
• 3. 文化性 6
• 4. 經濟性 7
• 5. 世界性 7
• Ⅴ. 결론 7