Ⅰ. current ad Ⅱ. current situation Ⅲ. 문제점 Ⅲ. problem Ⅳ. key recommendation Ⅴ....
Post on 20-Dec-2015
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TRANSCRIPT
Jung ah hyun , Hong Eun Ji
IndexⅠ. Current AD
Ⅱ. Current Situation
Ⅲ. 문제점
Ⅲ. Problem
Ⅳ. Key Recommendation
Ⅴ. Target Market
Ⅶ. 광고 전략 ( 장점 )
Ⅷ. 광고 시안
Ⅸ. 나아갈 방향
IndexⅠ. Current AD
Ⅱ. Current Situation
Ⅳ. Key Recommendation
Ⅴ. Target
Ⅶ. AD Strategies
Ⅷ. Video AD Ⅸ. Outcome
Ⅲ. Problem
Ⅵ. Objectives
Contents
http://www.tvcf.co.kr/YCf/View_pop.asp?Code=A000119859
http://www.tvcf.co.kr/YCf/View_pop.asp?Code=A000116037
Ⅰ. Current AD
Contents
Ⅱ. Current Situation - 1. Speed of LTE
The difference between 3G and 4G speeds of 60 seconds.
Contents
2. Building of LTE net
Contents
SK Tele-com
LG U+
0100,000200,000300,000400,000500,000600,000700,000
Current Number of User
Goal of this year
Current Number of User
Goal of this year
3. Number of LTE User
480,000
700,000
380,000
500,000
Contents
2011 2012 2013 2016
0
200
400
600
800
1000
1200
1400 Subscribers
Subscrib...
* Number of subscribers
10Thousand
70 300510
1330
Contents
4. Charge of LTE
Contents
Ⅲ. Problem - 1. Different of speed
Theoretically, the speed 3g 4g
1. Download the Video 108MB 552MB
2. Download the Data Page 72 Page 368
3. Download the Music 27 songs 113 songs
4. Download the Book 20 books 110 books
5. Download the Game one six
6. Download the File eight thirty
7. Upload video 1 minute video 4 minute video
Much different from actual LTE theoretical speed. Al-though currently slightly ahead of the 3G speed, users increases, the LTE can also slow down the speed.
Contents
Ⅲ. Problem - 2. Unfinish of LTE net
- Compares in Seoul and to region about nationwide net-work construction incompletion from the present adver-tisement LTE watches are insufficient compares, does not refer not to be, does LTE phone sales with national. If cur-rently purchases 4G phones, the service use is wrong from the place.
Contents
Ⅲ. Problem - 3. Expensive charge
- To compare in 3G and the basic charge system to be expensive, 4G data unlimited charge system nil. Compares in 3G and charge system the sheep of the data which comes to give especially the chin without is insuffi-cient. So, will see the video, or, to the case which will search the media there being a possibility of meeting the fee bomb because the many data being consumed.
Contents
Ⅳ. Key Recommenda-tion
* Circle advertisement- Watch before being constructed, before service starting the advertisement which LTE services is unreasonable. - The area by LTE speed advertisements which generalize the speed which is not uniformly.
* New advertisement-After watch constructing, goes over the entire country and outer space LTE services are possibility popular animated car-toon parody of contents. -- The popular animated cartoon parody which shows LTE ser-vices which stand the rapid pace 3G.
Contents
Ⅳ. Key Recommenda-tion
While becomes the other ket, manhood, the young
people, with interest 20-30 leads an interest, the adver-tisement. The technique of animated cartoon and being revealed of past meets and makes a present the fun. Is caused by with like this advertisement and attempts of target other ket class conversions with LTE, with con-
struction of LTE watches which are complete expansion of LTE enterprises.
Contents
Ⅴ. Target
20-30 basic 3G type writings in standard, LTE members are increased, 2G 10 young people users and the manhood users in 2G 40-50.
Contents
Age of 4G
20~30etc
Age of 2G
30~40etc
Age of 3G
10203040etc
* Age subscribers
63.6%
12%
31%
26%
16%
62.6%.
25%
Contents
Ⅵ. Objectives
1. With 2G service ends 2G users is immature together with LTE customers. (The middle manhood object) 2. 3G machineries and tools in order to produce LTE machineries and tools mainly 3G users are immature with LTE customers.
In the coming 2012 years,2011 2012
0
100
200
300
400
3G2GLTE70 83
207
70
360
10 Thousand
Contents
Ⅶ. AD Strategies
1. Information transmission1) Merit of Speed- Compares in 3G, the maximum 10 time rapid pace. This nil the video cutting. The download/upload speed being quick. 2) Only for LTE App/Equipment - LTE whole aspect [ayp] is coming to make plentifully, spatial formation only of the users who write LTE phones.
2. Ad for gives on feel - In the consumer cartoon of reminiscence with the parody box, calls the perfume in lieutenant general year layer and gets up, a fun and an interest in 20-30 the young people and leads.
Contents
Ⅷ. Video AD
1. Galaxy Express 999
1) Train outside cosmic space. 2) The train inside - '철이 ' sees the window outside, mom thought the box. 3) '메텔 ' in '철이 ' question box. 4) '철이 ' in '메텔 ' answer box.5) '메텔 ' with '철이 's mom photo-graphs SNS. 6) Retwitt. 7) The expression which '철이 ' is ab-surd. 8) Again the first scene
Contents
Ⅷ. Video AD
2. Roses girl, Candy
1) The rose garden corner, '캔디 ' appearances from behind which are dejected. 2) '테리우스 ' respects '캔디 ' searches the video which makes laughter. 3) the video loading to be long, cutting repeatedly. 4) by the way, tries to know '캔디 ' thinks the video with LTE phones. 5) the expression which '테리우스 ' is absurd. 6) again the first scene.
Contents
Ⅸ. Outcome
AD Strategies
Target
Objectives
T