1. Sales Promotion (BTL: Below The Line) http://kmong.com/perot perot.song@gmail.com

2. 2 Contents ( ) . . . . . . [ ] Sheet 3. 3 1. SP 1.1 - AMA (American Marketing Association) ( ) - Phillip Kotler Needs (Wants) - , , , , , , - (4Ps) E.J. Mccarthy 1) Product 2) Price 3) Place(or Distribution) 4) Promotion * Package, Position 4. 4 1. SP 1.2 - , , , , , , , TV, , , . (W. Lazer) - . BI(Brand Identity) . CI(Corporate Identity) . PR 5. 5 1. SP 1.3 (Promotion) - AMA . : , , . : , , , , , , Demonstration (Sales Promotion) - : , , - Promotion Mix 1) (Advertising): , 2) (Personal Selling): 3) (Publicity): , , 4) (Sales Promotion): 6. 6 1. SP 1.3 (Promotion) Below The Line 4 Direct Marketing Tool Above The Line ATL vs. BTL 7. 7 1. SP 1.3 (Promotion) Television Radio Magazine Newspaper Vehicle Coverage 4 ATL Vehicle ATL ATL: Above The Line 8. 8 1. SP 1.3 (Promotion) Event Promotion Internet DM/e-mail Direct Marketing Tool , BTL BTL ATL Vehicle SMS BTL: Below The Line 9. 9 1. SP 1.4 SP S P Pull Marketing Push Marketing , , / (Action) (Cognition) 10. 10 1. SP 1.5 4 4 TV, , , CATV 6 CATV 11. 11 1. SP 1.5 4 / TV TV 12. 12 1. SP Vehicle 1.5 4 13. 13 1. SP 1.5 4 TV CATV 14. 14 1. SP 1.5 4 TV CATV 15. 15 1. SP 1.5 4 16. 16 1. SP Case Study: FILA FILA 06 11 1 ~ 21 item * : 10 item - 4 item - 2 item snow - 2 item - 1 item - 1 item * : 3 item - 1 item - 2 item (ATL, BTL) * : 3 item * : 3 item * FILA : 2 item 17. 17 1. SP Case Study: FILA 11 2 10 12 4 ? 17 18 ' ', 1 3 CJ 5 1 10 , 10 20 25 18. 18 1. SP Case Study: FILA 2 1 7 , 3 21 27 4 8 , 19 21 30 CJ , 5 30 6 14 19. 19 1. SP Case Study: FILA ( 11/2 ) ( 11/2 ) (LPGA) (28) 1 . 2009 3 . 3 30 ( 10 ) . 2 6 2 11 . (11/10) (11/10) 2006 . (FILA INTIMO) . 1 4000 , 1 3000 . 20. 20 1. SP Case Study: FILA ? (12/4 ) ? (12/4 ) (12/17) (12/17) ' ', (12/18) ' ', (12/18) . (FILA) " MP3 , (FILA) FILA . 12 30 12 17 25 1000 ' ' . ( , ) 21. 21 1. SP Case Study: FILA CJ (1/3) CJ (1/3) 1 (1/5) 1 (1/5) , (1/10) , (1/10) CJ 2 1 2 . 7 3 TV CF , . LPGA 2 10 LPGA 6 (29) 1 (24), (24) . 22. 22 1. SP Case Study: FILA (1/10) (1/10) (1/20) (1/20) (1/25) (1/25) '2007 FILA & ' . 22 24 . 25 . 2 . 12 . ( , ) 23. 23 1. SP Case Study: FILA ( 2/1 ) ( 2/1 ) 10 LCD TV, 40 . , (2/7) , (2/7) 7 27 ' ' ' ' ' ' . 24. 24 1. SP Case Study: FILA ( 3/27 ) ( 3/27 ) . . (3/21) (3/21) 25. 25 1. SP Case Study: FILA (4/21) (4/21) . ! . , (4/19) (4/19) (MOU) , 4 , . , (4/8) , (4/8) (FILA) 8 . . 26. 26 1. SP Case Study: FILA (5/30) (5/30) 10 , , 1000 . CJ , (4/30) CJ , (4/30) CJ 4 30 5 1 30 CJ . 100 CJ . 27. 27 1. SP Case Study: FILA (6/14) (6/14) . 28. 28 2. SP 2.1 SP - 50~60 SP , - 70 POS(Point of Sales) , SP - 80~90 4 SP - , Lifestyle 4 - , , 1) SP - : 42.1% - : 35.9% - : 22.5% * 2006 , : 100% * SP : 4 ( , , POP , DM , ) 2) SP - , , : , - Joint SP : - , , , * , , , 3) - POS - Panel Research Data: 29. 29 2. SP 2.1 SP ( , , ) 30. 30 2. SP 2.1 SP Vehicle Distribution Vehicle Exposure Advertising Exposure Advertising Perception Advertising Communication Media Creative Communication 31. 31 2. SP 2.2 SP (Phillip Kotler) 1) SP 2) SP (Brand Manager) 3) 4) 5) SP 6) 7) SP 8) 32. 32 2. SP 2.2 SP vs BTL ATL , BTL 33. 33 [OB ] [SMS ] [Page+ **08] 011, 017 016, 018 019 [ ] / [OB ] OB (NATE,Magic-n, Ez- i) [OB ] (WAP ) 8 801077 WAP 8 801077 Free OB ( ) Free [ process] - OB - Case study Mobile Coupon Download Sampling Process 2. SP 34. 34 , ~ OB 355ml 1 Period 2003. 04. 11. ~ 05. 03 : , ( 8 ) OB ( ) - : - Process SMS ( , ) **08 (355ml) 3 Trial : 80 Sampling : 135 Sampling 40% Sampling - OB Case study 2. SP 35. 35 & . Period 2003. 10. 1.. ~ 11. 1. H&S - : , - : Wap Page , & ( ) : 41 Sampling : 46 Sampling 11% Sampling - Quality delivery Issue : H&S Launching SamplingCase study 2. SP 36. 36 , ... Period 2004. 11. 22.. ~ 12. 22. H&S - : , - : Wap Page , & - : , 3,333 2000 ( ) : 19 Sampling : 22 Sampling 14% Sampling - . H&S Case study 2. SP 37. 37 Period 2004. 07. 07.. ~ 07. 29. Cool ! - : Nate (SKT ) - , , ( ) : 5 Sampling : 10 Sampling 50% Sampling Case study 2. SP 38. 38 3. SP 3.1 SP - SP: SP - SP: SP * SP, SP - SP: SP SP SP SP 39. 39 3. SP 3.1 SP SP SP SP , , , , DM , , DM, POP 40. 40 3. SP 3.2 SP ( SP) SP SP SP 41. 41 3. SP Case Study: CJ ( ) Goal: Tiral , ? Benchmarking: - - - 42. 42 3. SP Case Study: CJ ( ) Date: 2008 ( ) Main Venue: 30 40 Process: , / / 43. 43 3. SP Case Study: CJ ( ) Goal: Smart Cook Trial Smart Cook! Smart Salt! Life Case: - - 50% - , Smart Cook 44. 44 3. SP Case Study: CJ ( ) ( ) Date: 2008 Main Venue: 30 40 Process: Multi Display Multi Display Multi POP POP / vs. vs. Trial 45. 45 3. SP Case Study: CJ ( ) Goal: , ! ! Benchmarking: -1950 (Bloody Mary) - 1950 - ( ) + + 46. 46 3. SP Case Study: CJ ( ) Date: 2008 3 8 Main Venue: (Main) / (Sub) Process: / 900ml 1 900ml 500ml / , ! 47. 47 3. SP 3.2 SP ( SP) SP SP SP , DM, POP 48. 48 3. SP 3.3 . SP ( . SP) - SP SP SP SP - , , SP - : , , - : , , , , - : On, In, Near Pack Premium, , , , SP - DM , , , SP - POP SP - TV, , , , SP - , , , , , SP - SP - Novelty 49. 49 3. SP Case Study: 2007 Winter Daum Tistory Mobile Caf Campaign Office Town 20 ~30 , Tistory Mini Caf Tistory Invitation Card Tistory 2007.12.5 ~ 2007. 12.29 ( 25 ) Overview 50. 50 3. SP Case Study: Phase 3 Phase 1 Coverage Phase 2 / Redemption ( / / ) Tistory Leaflet - Caf Card Tistory Mini caf EVENT - Coffee Service - Tistory Board - Tistory Online - Program Process 51. 51 3. SP Case Study: Tistory Time 08:30 ~ 10:30 / 11:30 ~ 14:30 ( 2Time ) Contents : Information EVENT URL - ( ) - URL Key point URL Phase 1. 52. 52 3. SP Case Study: Tistory Mini Caf Time 08:30 ~ 10:30 / 11:30 ~ 14:30 ( 2Time ) Contents Mobile Mini Caf Office Town Tea service - Tea Service : 2 - - Key point Phase 2. / 53. 53 3. SP Case Study: Phase 2. / My Real Identity, Tistory Time Mobile Mini caf Contents , ! Taget 5 - 5 - - -- 1 Key point Needs . 54. 54 3. SP Case Study: - Contents 1. 2. 3. 4. Phase 3. 55. 55 3. SP Case Study: Process : Man to man / 2 : : 1 : Coffee Mobile Caf 56. 56 4. SP 4.1 1) - , ( ) , , 2) - - 3) - . : , . : , Sales Campaign - . : . : , ( ) - . . . . . . 57. 57 4. SP 4.1 - . . . ( ) . . ( ) - . ( , , ) . . . - . , : . , : , . : , , . : . , : , , . : . : , , 58. 58 4. SP 4.1 4) - - - Logo, Symbol, Brand - - , - , - - - 59. 59 4. SP 4.1 5) - , - , , Flex Sign (Bill Board) - - Flex Sign Flex Sign ( ) - (Flex) Scotch Cal , - , , , * 91 - , , , , - LED(Light Emitting Diode): (R+G, R+G+B) - . FDT(Fluorescent Discharge Tube): ( ) . CRT(Cathode Ray Tube): ( ) 60. 60 4. SP 4.1 6) - , 3 . : . : , , . : , - - , , (Circulation) - : , , , - : , , , - , * , , , , , , - - - , , - - 61. 61 4. SP 4.2 1) ? - 2) - POP - - 3) - - - - - 4) (1) - . , , . , . , 62. 62 4. SP 4.2 4) (1) - . , , . , . , - (Shelter) . , . - . (PVC ) 1 . , , . 1 (2) - - - 63. 63 4. SP 4.2 (3) - W/C(Wide Color), F/C(Flex Color) . . * F/C: ( ) - LED . , . (4) - (A ) . ( ) . . , - (S ) . ( ) . - (B ) . . 64. 64 4. SP 4.2 - (C ) . . A - . - . . , - . . . - W/C . ( , , ) . Visual , - LED , , * Brand Train: Full Car Showing, Half Car Showing 65. 65 4. SP 66. 66 4. SP 67. 67 4. SP 68. 68 4. SP 69. 69 4. SP 70. 70 4. SP 4.3 SP SP SP SP SP SP , , , , , , , , SP SP , , 71. 71 4. SP 4.3 SP 1) SP (1) (Products Sampling) (In-Home) - (Direct Mail) - - , (In Store) - (Send Away) - / (In/On Pack) - (High-Traffic Area) - , 72. 72 4. SP 4.3 SP (2) (Monitoring) , - - - , , - - 73. 73 4. SP 4.3 SP (3) (Demonstration) In Store - , - , - - , 74. 74 4. SP 4.3 SP 2) Price SP (1) Coupon - - , - : , DM , , (2) Bonus Pack - - , - , (3) (Trial Pack) - - (4) (Refund) - - , (5) (Off Label) - - - 75. 75 4. SP 4.3 SP 3) Premium SP (1) Pack Premium - , - On-Pack Premium: - In-Pack Premium: - Near-Pack Premium: (2) (Re-Usable Package Premium) - (3) (Self Liquidators Premium) - (4) - (5) - (6) - , 76. 76 4. SP 4.3 SP 4) SP (1) Stamp - (2) - - , , (3) - - Maintenance . . , , - Merchandising . . , PC , - Convenience . . , , 77. 77 4. SP 4.3 SP 5) SP (1) - (2) - (3) - (4) - (5) - 78. 78 4. SP 4.4 POP 1) - Point of Purchase: , - 2) (1) - POP: - POP: , ( , ) - POP: ( , ) (2) - - : , - : , , - , (3) - POP: ( , , ) - Ceiling POP: POP(Hanger, Mobile, Flag ) - Window POP - Floor POP - Counter POP: , Spot Display, Panel - POP: , , - POP; , , 79. 79 4. SP 4.4 POP (4) - POP: 2 ~ 3 , - POP: 1 ~ 3 (5) - POP - POP - POP: - POP: - POP: , - POP - POP: - POP: - POP: - POP: - POP: 80. 80 4. SP 4.5 1) - , , , - : - : - : PR 2) - : , , - : - : , . - . : . : , , - : - : 81. 81 4. SP 4.5 3) - PR SP , , , - , , , / , / / , , , , , , , , , 82. 82 4. SP 4.5 4) (1) - - . . : BIE( ) . , , EXPO - . . . . ( ), ( , , ), ( , , ) - : (2) - , - (3) - , , , , , , 83. 83 4. SP 4.5 (4) - - . : , . : . : (5) - , , . - : , - : , , , - : (6) - , , 84. 84 5. SP 5.1 SP SP SP SP , SP SP SP 85. 85 5. SP 5.2 1 : SP 1) , SP (1) - , , . , - : , , , , , SP (2) - , (3) - SP - SP 2) (1) SP (2) SP (3) SP * - - - - , SP 86. 86 5. SP 5.2 1 : SP 3) SP (1) , (2) (3) , (4) (5) 4) Target SP (1) (2) (3) (4) 5) SP , (1) SP (2) SP (3) SP 87. 87 5. SP Case Study: , CVS Dove SKU : Dove dark CVS Mobile Sampling / Dark - : 2004 12%, 2005 24% - : M/S 0.9% 1 1.9% (04 /05 2 ) - Dark segment No.1 Brand : TOP10 Dark 21% share Dove Channel 40% CVS - M/S 3.1%, CVS M/S 16.2% ( ) 88. 88 5. SP Case Study: Dark Market Leadership Dove dark Dove dark Mobile Sampling , Dove Trial Building Dove 40% Sampling Program Impact Dove Quality Dark / Value Market Leadership 89. 89 5. SP Case Study: Core Target - 18-34 ( ) 4 3 , ( ) , ( ) 90. 90 5. SP Case Study: Category , Trading Up Core Target - , , S R Trend . Trading UpTrading Up 91. 91 5. SP Case Study: Dark Chocolate Customer (23 ) / (24 ) / ( 32 ) / . .. , , . .. interview / Source : [2006. 7 CMWK] 92. 92 5. SP Case Study: Core Target Trading Up Sensible RichSensible Rich 93. 93 5. SP 5.3 2 : SP - SP SP - SP - SP (1) = (2) SP = 94. 94 5. SP 5.4 3 : SP , - SP SP - SP SP SP , , /DM, /POP / / , /PR / / / SP/ SP/ POP , SP/POP / , 95. 95 5. SP 5.4 3 : SP , * SP (1) - SP , , , , , ( ) 96. 96 5. SP 5.4 3 : SP , * SP (2) - VS - VS (3) - VS - VS (4) , ( , ) 97. 97 5. SP 5.4 3 : SP , * SP (5) SP + + 98. 98 5. SP 5.5 4 : SP 1) - , , , - 2) - SP , 3) - 99. Case: LG 17 100. 100 Drive-to Activities www.lgtelecom.com Output (benefit) On-line AD ATL Office town POP Co-work POP CITI BANK ATM 1,000 P&F, ez-post, mini , , , Office , mini Campaign Process 17 3 10% 5% 1 - 2 (20 ) 25 17 Amazing Race Serial# > Input : - , - , - Outout : Off-line serial# 17 Amazing Race www.lgtelecom.com 101. 101 17 _ Overview 17 LG 17 , 3 10% ! (1) Target Coverage Item (2) Call-to action WOM material Boarding Pass : Benefit - 17 4 10% - 5% - Serial# - 1,000 serial# (off-line / ) - Serial# / - venue Measure 102. 102 LGT Traffic ( , Office Town, ) 4 ( ) / 2 / Y 2 / 1 Traffic : 3 ( 12 , 6 ) * 8 : - 4 !, - 1 : 17 - ( ) ( ) : 2 6 > venue venue venue (7 30 ~9 30 ) (11 30 ~13:30 ) (17 30 ~19 30 ) 17 : 115,200 1 1 1 (4) 1 3 8 700 2,800 8,400 67,200 300 1,200 3,600 28,800 venue 200 800 2,400 19,200 TOTAL 1,200 4,800 14,400 115,200 17 _ Overview 103. 103 _ 17 design material 104. 104 _ 17 design material 105. 105 Alt#1 Alt#2 17 design material Y-banner 106. 106 17 design material 107. 107 Process : 20 On-line event _ benefit Printing 108. 108 TargetTarget // Main Target : White color ( ) Sub target : Post ( 320,000 ) * : / 2 , * ( ) Main target ( , ) venue / , site 10% > : > 17 : > Moving Activity : LGT air > Theme Park Coverage Item : 320,000 _ Overview W1 W2 W3 W4 W5 W1 W2 W3 W3 W3 1 Total 6/2 6/9 6/16 6/23 6/30 7/7 7/14 7/21 7/28 8/4 12,500 100,000 27,500 220,000 109. 109 _ program detail 17 > 8 > 1 Coverage : 1,000 - 7 /3 1 cover > Printing Benefit 17 Novelty > , Novelty > - 1,000 , 300 700 300 Novelty 110. 110 Size : 18 inch 111. 111 Size : 18 inch 112. 112 Alt.1 Alt.2 Alt.3 : . 113. 113 Alt.1 Alt.2 17 17 114. 114 17 & 17 , > 3 ( 3, 3) - 1 coverage : 1,000 > Post , > 17 17 , / Serial # ( ) : www.lgt-air.com , _ program detail 115. 115 Moving Activity Boarding Pass Coverage Serial# : 10% + serial # Coverage Moving 1 Coverage : 4,000 - 2 moving : : > 3 30 , * LGT Serial# ! * Venue : ( ), ( ) _ program detail 116. 116 P&F, ez-post, mini In-bound - POP Kiosk/ PC , POP : / PC , on-line site POP : / Poster 17 + Benefit PC , on-line site POP : / PC , 117. 117 700 * 70 600 * 70 500 * 70 pop _ 118. 118 400 * 60 300 * 60 200 * 60 pop _ 119. 119 pop 120. 120 pop _ design (Ez-post, P&F) pop : , 121. 121 CITI-BANK _ POP : : c. d. : CITI ATM * CITI ATM : 1,000 . ( / ) 122. 122 ATM CITI-BANK _ POP CITI ATM 123. 123 CITI ATM CITI-BANK _ POP 124. 124 17 14,000 125. 125 17 10,000 126. Case: LG 127. 127 Target 360 Post coverage PR Issue Brand / WOM Campaign Structure Expectation 700 Experience Committee & Repeat 700 700 128. 128 10 31 Compilation 1 : 2 : , (6 ) Endless Story 129. 129 7080 MBC FM 7080 , 7080 : 10 7080 _ _Alt1 130. 130 _ _Alt2 11 / 3,4 11 / 10,11 11 / 17,18 11 / 24,25 - 12 / 1,2 12 / 8,9 12 / 15,16 , M.net. ( 11,12 7 ) 7080 star Tribute unplugged M.net program 131. 131 , TPO Traffic Sign Main image 132. 132 Traffic Sign - : , co-work - : , Post , Serial# GS 700 133. 133 360Communication_ Program : Creative Campaign coverage material 134. 134 360Communication_ Program * benefit Feature : material (i) GS - 700 Voucher (ii) On-line / Mobile Serial# Lucky draw Coverage : 100 * 10% coverage : / Venue 135. 135 360Communication_ Program : Parking Lot : - , , 63 : / - , , , * 20 / 2 * 50 Event venue event , Coverage material > ,Seasonal, * 20 136. 136 360Communication_ Program : Process Call-to-Action Action Redemption Call to A ction GS Call to A ction Serial# GS On-line Mobile Big Lucky draw Serial# / 010 Lucky Draw 10 GS 700 (100%) 7,000 70,000 700,000 137. 137 360Communication_ Program : Big 1 36,000,000 36,000,000 GS 10 700 100,000 70,000,000 GS 7,000 2,000 14,000,000 7,701 120,000,000 Serial# SMS , Contingency : 3,000 , 0.8% Or 010-700-7777 SMS SMS 138. 138 360Communication_ Program : Serial# GS , GS ( serial ) Case ( 7 ) 1 700 - Vouchure 3 7,000 , 5 70,000 " 7 700,000 " ABC 123456 1234567890 Match 139. 139 360Communication_ OOH 140. 140 360Communication_ OOH 141. 141 POP/Banner 360Communication_ OOH 142. 142 360Communication_ OOH 143. 143 360Communication_ OOH 144. 144 360Communication_ OOH 145. 145 _ OOH Subway ad. 146. 146 Ad. _ OOH 147. 147 Bus Wrapping - _ OOH 148. 148 Bus Wrapping - _ OOH 149. 149 Gear 700 Novelty 700 item Comm. 150. 150 , Shape ( ) ( ) item Gear 151. 151 ( 30~ 40 ) > , - > : Gear 152. 152 Gear 153. 153 / - Guerrilla Media Target / Wrapping Bus Wrapping Wrapping Boarding Pass Gate / Sticker Scooter Death Marking 154. 154 OOH Media Strategy Wrapping Wrapping Wrapping Wrapping Gate / Sticker Scooter 155. 155 Wrapping Gate / Sticker Scooter Boarding Pass Paradigm Shift Something Different Something Real Good Over the Mileage Game Over 12/01~ 12/10 12/01~ 12/31 Over Ride 07/01/01~ Wrapping Bus Wrapping Death Marking Media Schedule Wrapping Scooter Boarding Pass 156. 156 Racing ?? !!! !! Racing - 0.8S MT 20.9km/L - A4 2.0(11.5) 157. 157 ( 30~ 40 ) ( , ) - ( ) < 158. 158 , , OOH Sample ? ? , , ? ? L 700 1L 700 159. 159 , , OOH 1L 700 160. 160 1L 700 - 161. Case: Dove Hair 2008 BTL Platform 162. 162 Market Issues, Opportunities , - (Shampoo): 2006 6% - (Conditioner): 2006 16.7% - (Treatment): 2006 14.7% - 65 2000 7.3% 2005 9.3% 27% 163. 163 Dove Hair 2008 BTL Objectives Core Line - (Moisturization) - (Repairing damaged hair) - (Care for your hair) Core Line (Wingspan Line) - 164. 164 Love Your Own Hair 165. 165 Consumers Questions 25 ? . 31 , . 51 ? . 166. 166 Dove Hairs Answers . . . 167. 167 Dove Hairs Thoughts , . . The Beautiful Hair comes from . Loving Your Own Hair. 168. 168 Communication Idea Love Your Own Hair . Core: Return Wing: Reborn , . , . 169. 169 Return 170. 170 Return Core Line BTL - 20 30 90% - - Return 171. 171 Reborn 172. 172 Reborn Wingspan Line BTL - Anti-Aging Pro-Aging Wingspan - - Reborn 173. 173 2008 BTL Platform Love Your Own Hair Return Roadmap_Q1 Reborn Roadmap_Q2 Reborn Roadmap_Q3Together Attack_Q4 Together Attack_Q4 Core Line Wingspan Line ! 174. 174 Platform Roadmap Jan Feb Mar Apr May Jun Jan Aug Sep Oct Nov Dec Theme Outdoor O O O O O O O O O O O O In-Store O O O O O O O O O O O O On-Line O O O O O MMS O O O Telephone O O O O Magazine O O O O O 175. 175 Return Your Own Hair_Q1 176. 176 Return Roadmap January February March Outdoor In-Store On-Line MMS ? Outdoor In-Store On-Line . Outdoor In-Store . Outdoor In-Store On-Line MMS 177. 177 Period: 1/1~1/31 Target: 20 /30 Objective: Method - POP Channels - Bus Shelter: - Main Street: - In-Store - On-Line: ? Return_January 178. 178 ? Return_January Bus Shelter In-Store Main Street On-Line - Period: 1/1~1/31 - Venue: ( , ) - Method: - Period: 1/1~1/31 - Venue: ( 10 / 10 ) - Method: POP 179. 179 Period: 2/10~2/28 Target: 20 Objective: Method - Channels - Bus Shelter/Subway: - In-Store: - On-Line: - Main Street: . Return_February 180. 180 . Return_February On-Line In-Store Main Street Bus Shelter/Subway - Period: 2/1~2/25 - Venue: - Method - Period: 2/1~2/10 - Venue: ( 15 ) - Method: / POP - Period: 2/27~2/28 - Venue: - Method: 181. 181 Period: 3/1~3/31 Target: 20 /30 Objective: Method - Channels - MMS: ( / ) - In-Store: - On-Line: - Hair Shop: ( ) . Return_March 182. 182 . Return_March MMS In-Store Hair Shop On-Line - Period: 3/1~3/20 - Venue: ( 15 / 20 ) - Method: - Period: 3 ( / ) - Venue: - Method 183. 183 Reborn Your Own Hair_Q2 184. 184 Reborn I Roadmap March/April May June Outdoor In-Store Telephone ~ . Outdoor In-Store Telephone . Outdoor In-Store ! Outdoor In-Store Telephone 185. 185 Period: 3/20~4/10 Target: 40 50 Objective: Method - DB Channels - Main Street: DB - In-Store: DB - DM/Telephone: DB ~ . Reborn I_March/April 186. 186 ~ . Reborn I_March/April Outdoor In-Store DM/Telephone - Period: 3/20~4/20 - Venue: ( 15 / 20 ) - Method: - Period: 3/20~4/20 - Venue: - Method DB 187. 187 Period: 5/1~5/25 Target: 40 50 Objective: Method - Channels - Bus Ad/Shelter/Subway: - Main Street: - In-Store Core Wingspan Wingspan Wingspan . Reborn I_May 188. 188 . Reborn I_May Bus Ad/Shelter/Subway In-Store Main Street - Period: 5 ( / ) - Venue: ( 15 / 20 ) - Method ( ) - Period: 5/1~5/25 - Venue: / / / - Method 189. 189 Period: 6/1~7/10 Target: 40 50 Objective: Pro-Aging Method - (Pro-Aging) Channels - Bus Ad/Shelter/Subway: Pro-Aging ( ) - Magazine Pro-Aging , Pro-Aging - Department Store/Hypermarket/Mega Book Store Pro-Aging ! Reborn I_June 190. 190 ! Reborn I_June Bus Ad/Shelter/Subway Mega Store Magazine - Period: 6 /7 - Venue: , - Method: Pro-Aging ( ) - Period: 6 7 - Venue: ( , , , ) - Method Pro-Aging (ex. ) Pro-Aging 191. 191 Reborn Your Own Hair_Q3 192. 192 Reborn II Roadmap January August September Outdoor In-Store Magazine Telephone . Outdoor In-Store Magazine Telephone . Outdoor In-Store Magazine . Outdoor In-Store Magazine 193. 193 Period: 7/1~8/10 Target: 40 50 Objective: Pro-Aging Method - Channels - Visiting: DB - Magazine Advertorial , 8 - In-Store : , , , / : . Reborn II_January 194. 194 . Reborn II_January Visiting Magazine In-Store - Period: 7/1~7/20 - Venue: - Method Advertorial 195. 195 Period: 8/10~8/31 Target: 40 50 Objective: Method - Channels - Magazine Pro-Aging - In-Store: - Hair Shop: ( ) . Reborn II_August 196. 196 . Reborn II_August In-Store Hair Shop Magazine - Period: 8/1~8/10 - Venue: ( 15 ) - Method - Period: 8/10~8/31 - Venue: - Method: 197. 197 Period: 9/1~9/30 Target: 40 50 Objective: Method - Channels - Bus Shelter/Subway: - In-Store: - Magazine: Advertorial . Reborn II_September 198. 198 . Reborn II_September In-Store Magazine Bus Shelter/Subway - Period: 9 ( / ) - Venue: ( 15 / 20 ) - Method - Period: 9 10 - Venue: ( , , , ) - Method: Advertorial 199. 199