1. (www.marketcast.co.kr)

2. 2014 9 4 2014 - . Owned Media Reading Lead 4 . ( www.marketcast.co.kr) .

3.

4. Mission Strategy Marketing Communication Contents (1) Mission ( ) (2) Who we Serve ( ) (3) Benefit ( ) (4) Topic ( ) (5) Call to Action ( ?)

5. Source: (2003)/

6. Talk-able Buzz-able Share-able

7. Liquid & Linked

8. Branding Contents

9. Branding Contents

10. Sales Contents

11. Sales Contents

12. Sales Contents

13.

14. Source:http://blog.eladgil.com 2000 2012~ Date of Lunch Contents & Marketing Long form Content Short form Content (status messages) Pr Centric Communication Brand Centric Communication Multi Media Form Content Integrated MKT Communication

15. Branded Contents Branded Engagement Story Trend Experience Game Contest Curation Brand Communication (Fun & Reality) (Easy & Benefit) Relevance

16. Source: Contents Marketing 2014, Advertising Age(2014)

17. Branded Content Liquid content Micro content Snackable content Native content Sponsored content Crowd Sourcing Content Omnichannel content

18. Owned Media 1 2 3 4 5 6 GARAGE PARTY LEARN TO RIDE THE RIGHT BIKE STORIES GEAR & APPAREL FOR RIDERS

19. Snackable content

20. Paid Media Owned Media Earned Media , Sponsored

21. Branded Contents

22. Contents

23. . . , 52 . '(Status)' . (status) Crowd Sourcing Contents

24. Crowd Sourcing Contents

25. Lead Contents . , , . . Web / Web

26. Lead Contents

27. "We're not in the business of Keeping the media companies alive We're in the business of connecting with consumers" ' ' . Trevor Edwards Vice President, Global Brand & Category Management / Nike

28. URL: www.marketcast.co.kr E-mail: trend@webpro.co.kr Twitter: @youforyou Facebook: facebook.com/trendcast