Abstract
According to the changes of marketing environment, th e new technology is getting standard status to people. Fo r this reason, the strategies of design marketing became major solutions to increase purchasing products.
The communication between product agencies and cons umers are very important in design marketing environme nt. Recently, people see lots of advertisements for coffee and alcoholic drink more than health related products whi ch people consider to have more.
In this study, the most favorite drink advertisements of design majored college students in Seoul were selected to figure out what kinds of drink products customers expect to buy and how to increase the sales of drink products.
To analyze the selected design marketing cases, the SW OT matrix was used to build strategic system. To analyz e the selected advertisements, the new marketing strategi es and the important elements like the color, diversity, e motional story telling, and health concept of drink adverti sement were found to bring the success of business for healthy drink product advertisements. In this study, the results of analyzed research works will help to suggest new trends of advertising design in the design marketing fields. The study will show the possibilities to adopt the strategies of successful brand advertisement for the type research of design marketing.
The communication between product agencies and cons umers are very important in design marketing environme nt. Recently, people see lots of advertisements for coffee and alcoholic drink more than health related products whi ch people consider to have more.
In this study, the most favorite drink advertisements of design majored college students in Seoul were selected to figure out what kinds of drink products customers expect to buy and how to increase the sales of drink products.
To analyze the selected design marketing cases, the SW OT matrix was used to build strategic system. To analyz e the selected advertisements, the new marketing strategi es and the important elements like the color, diversity, e motional story telling, and health concept of drink adverti sement were found to bring the success of business for healthy drink product advertisements. In this study, the results of analyzed research works will help to suggest new trends of advertising design in the design marketing fields. The study will show the possibilities to adopt the strategies of successful brand advertisement for the type research of design marketing.
| Translated title of the contribution | A Study on the Types of Design Marketing for Brand Extension - Focused on the Integrated Marketing Strategy of Drink Advertisement - |
|---|---|
| Original language | Korean |
| Pages (from-to) | 243-252 |
| Number of pages | 10 |
| Journal | 브랜드디자인학연구 |
| Volume | 13 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2015 |