2012

9

.

, , , DMB , IPTV

.

IPTV

TV DMB,

0()

1()

-1()

0.58

0.83

0.67

0.5

0.75 0.75

0.42

0 0-0.08

1 , , ,

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, .

16 Vol. 258

Research

( 1, 0, -1 .)

172012. September

() () ()

MediaCom Korea 42

2, 20,

2, 14,

1,

3

1, 1, 3,

1, 5,

9, 14, 8

, ,

, ,

, AGI, EA, , ,

,

(, , OOH,

New media)

15 1,

8,

6

1, 1,

1, 4, 1,

3, 2, 2

Unilever Korea, Energizer, Ermenegildo

Zegna, FERRAGAMO, MICHELIN,

, ,

4 2, 2 1, 3 -

5 2, 3 1, 1, 3

3 1, 2 1, 1, 1 -

24( - BTL 11, 6)

1, 5,

5,

9,

PR 4

1, 4, 4,

9, 5, 1

, , ,

BMW Korea

DDB

(Optimum Media Korea)10

4, 2, 2,

2

1, 1, 1,

1, 2, 2,

2

, , ,

, Tourism Australia, ,

, International, ,

DMC

n-Biz85

[ : 63]

55,

8

[n-Biz : 22]

6, 9,

4, Sales 3

2, 1, 4,

3, 7, 14,

22, 32

[]

, , , , ,

, , U+ AD, AD@M, Cauly, CJ

, MBC, KBS, SBS 500

[]

, , , BBDO,

, , ,

, , , HS,

,

5 2, 3 1, 1, 1, 2

BBDO KOREAIMC

20

5,

13,

1, 1

1, 3, 2,

4, 5, 5

(, ), ,

HTC( ), HP(

), ()

SMC

(SangAm Media Center)8

Media Consultant 4,

Media Buyer 3, Media News

Caster & Researcher 1

1, 1, 2,

2, 2-

Starcom Worldwide Korea 24Planning Team 16,

Buying Team 5,

Online Team 3

2, 1,

5, 6,

6, 4

Samsung Electronics, McDonald's,

Kellogg's, Ferrero Rocher, Richemont

Korea, Gucci Group Korea, Cenovis,

Swarovski, Mercilon, Wooriaviva, MERZ,

New Balance, Sensodyne, Pringles,

Chrysler, Natuzzi, Malaysia Airlines,

Blackberry, Novartis, Merrill Lynch, TNZ,

Cebu Pacific Air, Finn Air, ZARA, Bershka,

Philip Morris, Pull&Bear, Massimo Dutti,

Stradivarius, ASML, Park Hyatt, RE:Tune,

Hyundai-dvp

5 2, 3 1, 1, 1,

1, 1

, KD, ,

, , ,

, , (),

,

Research 2012

() () ()

5 1, 2, 2 1, 1, 1,

2

, , (),

,

SK Cross Media 30 13, 17 1, 5, Planner 24

HS/OOH/

72

: 37(1,

2, 1, 2 ), INMMC

OOH 8, 27

-, F&B, LS,

LG, K2

//

7

2, 3,

2 2, 2, 2, 1 -

IMC 14 4,

5, 4

1, 2, 2,

2, 4, 2

23 1, 9,

() 4,

7, PR 2

1, 1, 3,

4, 3, 7, 4-

33 21, 4,

5, 3

1, 1, 2,

3, 7, 3,

4, 12

, , ,

, , FMG, ,

UPS, Brown Forman, Electrolux, Burberry,

Tempur, , , OREO

61() 19, 19,

/ 22-

, , ,

JWT 12 1, Media Planning 7,

Media Buying 4

1, 1, 3,

1, 5, 1

(), ()

, ()DHL , (),

()

The Cheil Media - - - -

8 Buyer 4,

Panner 4

2(Buyer, Planner),

1, 1, 1,

2, 1

, NUC, &

TBWA KOREA 23, 15,

7

1, 3, 3,

6, 2, 8 ,

11 1, Media Buyer 3,

Media Planner 2,

SNS 4, 1

() 1, 3, 2,

3, 2-

4 1, 1, 2 1, 1, 1, 1 -

10 1, 5, 4 1, 9(FNH, NEW,

),

18 Vol. 258

192012. September

(4 , , , )

ROI

/ ()

Consumer Insight Research : Brand Meter, 3D, Brandz

Media Planing Tools & Systems : MediaMax, Encounters, Guru

ROI Measurement Tools & Systems : Economiser

Media Buying Tools & Systems : MagAppeal, TelAppeal, WebAppeal,

StoreAppeal

Marketing Opportunities : MediaCom

Marketing Communication

Consumer-Brand Relationship :

Competitive Advantage & Value for Money :

ROI Maximization : MediaCom

ROI

-

,

- ,

- OOH Online

/ ()

T-smart, JBPI Tools, Mindware(), 360 degree

brand stewardship

5

Brand contact point

channel planning Ogilvy 360

WPP group media agency

channel planning

channel planning

+ , , Global

Process, Network Reference

,

part : , , , , ,

part :

/

/ ()

TV PAM : , TV WISH LIST /

/ CM TV

,

: TV(, , , DMB),

: ,

: , , ,

: , , , ,

BTL : BTL

(:)

20 Vol. 258

Research

/ ()

D'MAPS(Daehong Media Analysis & Planning System) :

1)

,

2) :

3) 8

: 4 , TV,

: 4 , TV

:

: 4 , TV, SP

( 6 , CM

)

TV : Cue Sheet ,

: TV

:

: , ()

BHTR(Brand History Tracking Research) :

Model

DLS(Daehong Life Style Study) : 6,000

,

Buying Power

(D'MAPS)

Media Tool , , , ,

DDB

,

/ ()

Omnicom Media Group /

,

,

DMC

- ,

-

n-Biz

- , Platform, IPTV DOOH

- & AD Server & Tracking

/ ()

FEEL Analyzer : Total marketing Analysis Solution(

)

myFeel : & & Forecasting

MyVIP : AD Server( & )

mBase : Web Contents Management

mPort : Solution

Dvey : Research Solution

BBDO KOREA

Planning

- , IMC

- Post & Pre Buy Report, ,

Media Buying

- / / SP /

/ ()

ETNA : PHD Planning Process

PHD Media Tools : ALLOCATOR / Curve / Phaser / Oncoe / Selector

MCA :

TV-PAM II : Buying - TV TOOL

Allocation : & TV TOOL

IMC

AOR(HP, HTC, )

Global Network

Media Consultant : Planning + ,

2012

212012. September

Report

Media Buyer : Media Buying

Media News Caster & Reseracher : Clipping

SAM

/ ()

SAM-PRO :

SAM-PRO2 : CM

SAM-PRO3 :

2012 , SMC

:

Trend

/ +

- Planning Team Tool ,

- Buying Team Planning Team , Buying

Quality Control

- On-line Media Planning / Buying Holistic Strategt / Excution

Service

/ ()

Apollo, Morchesta, MinMax, MiG, Battlefield

Tool

Case Study

, Planning Buying Stream Line

.

(4 , CATV, , ), (

, ), , , PR

/ ()

19 AMPS(Adline Marketing Power Solution)

,

Media Service

System AOR Media Tool

:

:

/ ()

ADRICH MEDIA METHOD : R&D TOOL

AOR ,

NEW MEDIA

SK

Media Planning 1, 2 : ,

:

:

OOH : OOH

, Break the Line Group

(13) ~

/ ()

- 11 , --

IMC

,

-

( , -

, , )

- Impact

-

- /

- TV , TV

- - ,

22 Vol. 258

Research

,

- SK M&C OK

- ,

Media Solution

-

- Technology ,

- DB

HS

4 , , , OOH

, R&D

, TV , , , IPTV

, , ,

, , ,

OOH , , ,

, , , ,

/ ()

M.POPS(Media Planning, Optimizing and Purchasing System) :

TV, , , ,

TV, ,

Out-Put

:

,

31 ONE-STOP : --

--

Feedback

4 , , IMC

: 4

DB

IMC

Optimizing : /

/ CPP

:

HS

.

.

ATL,

BTL, Online

Forecasting Upfront,

Out-Put ,

3D

M.DECS(Media Planning, Daily Effective Circulation System) : OOH

OOH OOH Creative

OOH

, , , , , 31

DEC, CPM

OOH

, , ,

, , , 12 Creative

HS Ad ,

, ,

HSAd

,

IMC

PPL ROI

Creative

, , ,

:

:

:

2012

232012. September

(4 , CATV, , , ,

) / / / AOR /

/ IMC

/ ()

(O'MEX : Oricom Media Express) 98

5 V3

V3

V3 5

5

,

Forecasting Manpower

Media Business

MC ATL

BTL

,

:

: /

/ ()

/ : 3E Approach

- Exposure, Engagement, Experience

Tool System : WAMMS(Welcomm's Advanced Media Management System)

- Data Media Questions

Solution

: Online IMC PR IMC

:

Customized

,

/ ()

Curiosity(6 step process for communication planning), Media In

Mind(Target Audience definition, life styles and media understanding

survey), Matrix(Ad awareness modeling & planning, multi media

reach), Improve(TV Optimizer), Immediate features(Qualitative

consumer research), Intuition(Web based real time consumer research),

Fusion(channel allocation & optimization)

solution , Digital

New media , Curious minds

for suprising results, , , Insight

Communications and media planning & consulting

( & ) /

/

(//IPTV/DMB ) /

- /

SNS

/ ()

I-Max : (GI

)

Mobile I-Max :

INNO-COMBO : (HRC) Omnibus Research

DB, ,

,

M2BA : Status & , PI(Power-Index) & CI(Communication-

Index) ccountability ,

simulator

Marketing ROI w / Nielsen Consulting :

On & Off BTL ,

TOOL

INNO-METER(Effective Frequency )

INNO-Core(Reach Optimization Model)

INNO-Cast(Statistic Model for ROI Evaluation)

INNO-PIB Impactor, CM Position Analyzing Matrix

24 Vol. 258

Research

/ Digital, Personal, Variety

Total MACOM

Consulting

9

BTL Resources

Organization

& Integrated Media

Communication

beyond media planning

JWT

Media Planning

- Channel Planning , Post-Buy Report,

Media Buying

- , , SP , , &

/ ()

Ready Reckoner Module, Aqua System

AOR

, Channel Planning

: , R&D,

: ,

: TV, , TV, DMB,

: ,

: ,

/ ()

CHAMP(Cheil Advanced Media Process)

/

Media Buying

- (TV, , TV, DMB IPTV )

- (, )

- SP (),

Media Planning

- , IMC

/ ()

TIVEC(Target, Impact, Value, Efficeency, Creativity)

KOST(Komaco's Optimizing System for Tvad) : TV

TV

KOST , ,

TBWA KOREA

,

/ ()

TOP(TBWA MEDIA OPTIMIZE PROGRAM) SYSTEM : DATA SERACH,

REPORT, SIMULATION, WEB DB MEDIA SYSTEM

IMC STRATEGY PLANNING SERVICE ORIENTED

4 &

/ SNS,

/ ()

/

CPR

2012

252012. September

- TV / / TV / / /

/ ()

C-MAP

:

: WPP

Mediaedge,

Mindshare, MAXUS

2003. 8 Media Agency Global

,

HSBC, MICHELIN ,

DDBOmnicom Media

Group2000

Omnicom Media Group regional

partnerELC, Intel, TA, Levi's, Siemens -

DMC

/2012. 1 (

)

, , ,

, , KB,

-

/ 2012. 1 , App

web, html5

GM, , ,

-

/ 2011. 1

,

, ,

8 ,

Google Korea(Online) 2010. 10 ,

, LG, ,

, , , -

Google Korea(Mobile) 2011. 7 ,

(Admob)

, LG, ,

, , , -

BBDO KOREA OMG(), PHD()OMG 2001.1PHD 2006.1

Global Network Client Total Media

Service

OMG : P&G, FedEX, Pepsi, Bayer

PHD : HP, HTC

Global Client Media Pitch,

IMC

1989.12 IPG

/ 1999 , , 18 38

Media Buying(TV, , TV, , , , )

Media Planning

/ ()

H-MAS(Hancomm Media Analysing System)

Media Planning System

26 Vol. 258

Research

(T)(F)

()

2011 2012

CBS (T) 2650-7151~3(F) 2654-2458

11 CBS 12

CBS 6 CBSIR 4 (, ,

, )

- 1 - KOBACO (R- ) 2 - CBS 3 - R- -TV

EBS

(T) 526-2464(F) 526-2489

8 -

EBS-TV Kids Zone EBS-TV Kids Zone EBS-TV 3D

3D

- : (1) - : (1) - : (1) - : (5)

KBS (T) 781-2611(F) 781-2619

26

( )

(/ , ,

)

25 (2012-)/

- , - , - TV, R

MBC (T) 789-3762(F) 780-3464

25

/

-

- , / , , , - TV, R, DMB - ,

OBS TV (T) 032-670-5310~12(F) 032-670-5301

5 2011 MLB 2012

- - /

/ /

SBS

(T) 2061-0006(F) 2113-3239

17 - - -

(MBN)

AD(T) 2000-3000(F) 2000-3097

25 -

(9 )

2012

- , , , , ,

/DMB - , - ,

(jTBC)

(T) 02-751-6004(F) 02-751-6409

26 - -

Media Biz - , , , ,

AD Biz 1/2/3 - , PPL/

IMC - PPL, , ,

(TV)

(T) 02-2180-1401(F) 02-2180-1499

23 - -

1/2/3 - , - , , , - , , , , , , PPL/ IMC

(A)

AD(T) 02-2020-2610(F) 02-2020-2619

23 - -

1/2/3 - , PPL/

- Sales Planning , ( ), MKT Tool, ,

- PPL, , , ,

2012

272012. September

(T)(F)

()

2011 2012

(PP)

CJ E&M (T) 371-5862(F) 371-8756

166

3,891 SSK3 210 MAMA 40

1,934 (2011 110%)

CoB(Consumer's Content Consuming Behavior)

()

30

1, 2, 3, 4 - 360 - -

- , - , - , ,

MBC

(T) 368-2564(F) 368-2543

26 iPad MBC+

App 1,300

(MBC MUSIC)

- , , 1, 2, 3 - - ,

TV(News Y)

TV(T) 02-398-3894(F) 02-398-3616

14

10 27 newsY

121 newsY newsY

: ,

: , , NGO

TV 1 - ( , , )

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- , , , , , , ,

- , ,

YTN (T) 398-8693(F) 398-8739

26 - -

- (), , , CF, YTN, YTNTV, YTN-DMB, YTN,

1, 2, 3 - YTN 4 - YTNTV, YTN

IPTV

SK

(T) 6337-6913(F) 6337-6888

6

AD

AD CD

B tv

- , , ,

KT KT (T) 3495-5722(F) 3495-5722

31

O l l e h - T V M o v i e -Commecial

Underport D/S, olleh-TV

U-stream , Virtual Store D/S, olleh-tv (Preplay+) , olleh-tv

- , - , BM

, - ,

-

- tv

(T) 3701-1500(F) 3701-1520

26 TF , , ,

1~3 - -

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(T) 781-9827 17 - -

(5) -

(12) -

AD(T) 2020-0500(F) 2020-1429

53 - -

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28 Vol. 258

Research

(T)(F)

()

2011 2012

(T) 2000-2200(F) 2000-2208

32 - -

1 - /////

2 - /////

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(T) 721-9851(F) 730-2882

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242011 14

2012 :

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2012

292012. September

(T)(F)

()

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