333
264
265
266
267 1
268 2 promotion TV TV
269 promote PR 3 publicity personal selling sales promotion 361 PR
270 PR PR
271 4 pull push
272 5 5.1 advertiser advertising agency creative team media team planning team AEaccount executive Korea Broadcasting Advertising Corporation KOBACO
273 20 5.2 feedback
274 10 5.3
275 1 2 hierachy of effects
276 cognitive effect affective effect 10 3 appeal logical appeal emotional appeal sexual appeal
277 humor appeal fear appeal imitation driving 367
278 4 reach 500000 500000 (frequency 500000 300000 100000 100000 30000011000002 1000003 500000 16 impression 50000016 800000 Gross Rating Points GRP 2000000
279 500000 25 2516 40 10 1000 cost per thousand persons reached CPM 368 10 TV TV
280 TV TV TV
281 5 blitz even pulsing
282 6 awarenessattitude 6 TV 6.1
283
284 6.2 interstitials sponsorship 1 24 05
285 2 TV 3 4 E -mail
286 6.3 DB TV
287 doubleclickcom 1 6.4 log file
288 traffic page view exposure click rate click through rate duration time
289 6.5 CPTCost per Thousand CPMCost per Mile 1000 3614
290 7 sales promotion
291 1 wwwkoreafoodcokr
292 P&G continuity contestsweepstake
293 premium bonus pack rebate 2
294 trade allowance 8 PR 8.1 PR PR
295 PR PR 8.2
296 9 e- TV TV TV grazing integrated marketing communication
297 21