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1 In pursuit of Media Excellence How to Maximize Your Return On Media Investment

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4 => => GRPs GRPs 02/ / / / / / / / / / / / Total - 2,548 3,573 ( ) ( => ) => EF-ER EF -ER Brand Unaided Awareness(%) Media Exposure(GRPs) 01/07/01 01/07/01 02/04/01 03/04/01 03/04/01 04/01/01 04/29/01 05/27/01 05/27/01 06/24/01 07/22/01 07/22/01 08/19/01 08/19/ /16/01 10/14/01 10/14/01 11/11/01 12/09/01 01/06/02 01/06/02 02/03/02 03/03/02 03/31/02 04/28/02 05/26/02 06/23/02 07/21/02 08/18/02 09/15/02 10/13/02 11/10/02 12/08/02 :: % 30% : : #3 #2 #1 Market Share ( % 0 :: JWTReady-Reckoner JWT Ready-ReckonerModule Module (Category) (Category) MediaGuideline Media Guideline SOV SOV // SOM

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6 TV

7 TV f (x) = T / x - f(x) : CPRP - T : - x :

8 TV

9 TV GRPs EF-ER

10 GRPs EF-ER

11 II. II-1.

12 TV KOBACO Up-Front Selling Selling - Pre-emption PIB PIB GRPs Base -

13 KOBACOGS ( ) ( ) ( ) ( )

14 Traditional Media New Media Point to Mass One-Way Insertion - Interface Contents... - Point to Point Multi -Way Creation

15 1 2 Mass 3 Di-Massification Paradigm

16 Marketing Plan Plan Marketing Plan Plan Ad Ad Plan Plan Media Plan Plan Creative Plan Plan Creative Plan Plan Media Plan Plan Ad Ad Plan Plan Media Consumption Habit

17 II. II-2.

18 Brand Building Marketing Advertising Media

19 Media Management Cycle Media Planning Post-buy Report Media Management Cycle Media Buying & Execution - Buying - Execution

20 Media Management Cycle Account Account Briefing Briefing Media Media Planning Planning Brief Brief Post-Buy Post-Buy Report Report Media Media Buying Buying Media Media Planning Planning TV, TV, Radio Radio Draft Draft Meeting Draft Meeting Draft Meeting Draft Meeting Draft Meeting Meeting,, Media Media Buyer Buyer CA-TV CA-TV Media Media Plan Plan Internet Internet Presentation Presentation Media Media Buying Buying Brief Brief

21 - - Thompson Media Division - Thompson Media Media Media R&D R&D (MR&D) (MR&D) MAS MB&E Media Media Buying Buying & Execution Execution (MB&E) (MB&E) Media Media Account Account Service Service (MAS) (MAS) MR&D

22 Media Account Service (MAS) Team Media Account Service Media Buying & Execution Team Media Research & Development Team (1995) model

23 Media Research & Development (R&D) Team ( 2000) - (Optimization) System Model MindShare Asia-Pacific (Hong Kong) MindShare Worldwide (London) ATG-WW Thompson Media Korea Media R&D ATG-AP

24 Media Buying & Execution (MB&E) Team Smart Buying KOBACOGS KOBACO Task-Force Team MindShare New York, London Media Plan TV

25 II. II-3.

26 - Marketing Brand Building Vs.

27 Mass Media

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29 Marketing EF-ER GRPs Media Management By Objective Optimization & Smart Buying

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31 1. 1. Marcom Brain Manual ( ) Knowledge Manager Consulting BM

32 2. 2. Brand Equity Brand Equity Tool Brand Equity KPI Top Management Staff

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34 AOR System MARCOM Team AA B B CC D D E E AOR : Agency-of-Record Media AOR Agency A B FF C

35 !

ๆญฏํŠธ๋ Œ๋“œ๋ฆฌํฌํŠธ.PDF

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02 BRAND REPORT ORICOM BRAND JOURNAL ์ผ€ํŒ…์„ ์ถ•์†Œํ•˜๊ณ  ์žˆ๋Š” ์ƒํ™ฉ์—์„œ ์‹ฑ๊ฐ€ํฌ๋ฅดํ…” ๋ ˆ์ฝค ์˜ ๊ณต๊ฒฉ์ ์ธ ์‹ ๋ฌธ๊ด‘๊ณ ๋Š” ๊ธฐ๋Œ€ํ•˜์ง€ ์•Š์•˜ ๋˜ ๊ฒฐ๊ณผ๋ฅผ ๊ฐ€์ ธ์™”๋‹ค. ์ฆ‰, ๊ณ ๊ฐ๋“ค์˜ ๊ด€์‹ฌ์ด ์‚ฌ ์Šค ๊ด€๋ จ ๊ธฐ์‚ฌ์— ์ง‘์ค‘๋˜๊ณ  ์žˆ๋Š” ์ ์„ ๊ฐ์•ˆํ•ด ์‹  ๋ฌธ์˜ ์‚ฌ์Šค ์†๋ณด๊ธฐ์‚ฌ ์˜†์—

02 BRAND REPORT ORICOM BRAND JOURNAL ์ผ€ํŒ…์„ ์ถ•์†Œํ•˜๊ณ  ์žˆ๋Š” ์ƒํ™ฉ์—์„œ ์‹ฑ๊ฐ€ํฌ๋ฅดํ…” ๋ ˆ์ฝค ์˜ ๊ณต๊ฒฉ์ ์ธ ์‹ ๋ฌธ๊ด‘๊ณ ๋Š” ๊ธฐ๋Œ€ํ•˜์ง€ ์•Š์•˜ ๋˜ ๊ฒฐ๊ณผ๋ฅผ ๊ฐ€์ ธ์™”๋‹ค. ์ฆ‰, ๊ณ ๊ฐ๋“ค์˜ ๊ด€์‹ฌ์ด ์‚ฌ ์Šค ๊ด€๋ จ ๊ธฐ์‚ฌ์— ์ง‘์ค‘๋˜๊ณ  ์žˆ๋Š” ์ ์„ ๊ฐ์•ˆํ•ด ์‹  ๋ฌธ์˜ ์‚ฌ์Šค ์†๋ณด๊ธฐ์‚ฌ ์˜†์— BRAND REPORT ORICOM BRAND JOURNAL 01 ๋ถˆํ™ฉ๊ธฐ์˜ ๋ธŒ๋žœ๋“œ ์ปค๋ฎค๋‹ˆ์ผ€์ด์…˜ ์ „๋žต ๊น€๋ด‰ํ˜„ ๋™๊ตญ๋Œ€ํ•™๊ต ๊ด‘๊ณ ํ™๋ณดํ•™๊ณผ ๊ต์ˆ˜, bkim3@dongguk.edu 43 2008.9 NO. CONTENTS 01 ๋ถˆํ™ฉ๊ธฐ์˜ ๋ธŒ๋žœ๋“œ ์ปค๋ฎค๋‹ˆ์ผ€์ด์…˜ ์ „๋žต 04 ๋ถˆํ™ฉ๊ธฐ ์‹œ์žฅ์—์„œ์˜ ๊ด‘๊ณ  ํฌ๋ฆฌ์—์ดํ‹ฐ๋ธŒ ์ „๋žต 06 ๋ถˆํ™ฉ์„ ๋„˜๋Š” ๋ฏธ๋””์–ด ์ „๋žต 09 G๋งˆ์ผ“์—์„œ G๋งˆ์ผ“๋ณด๋‹ค ๋” ์‹ธ๊ฒŒ

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