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대한항공 광고전략분석및 제안(영문레포트)
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Team Project
Korean Airline
Advertisement Campaign
[일본에게 일본을 묻다]
◈ Chosen Advertisement
Our chosen advertisement campaign is TV commercial, Internet banners and printed advertisements of Korean Airline. Our team has chosen this advertisement campaign because Korean Air s advertisement campaign actually has a series of advertising messages that are based on a single, unified communication concept of theme.
◈ General Research for the Chosen Brand
1. Situation analysis
External situation
Internal situation
- Increasing number of people travelling aboard
(growth policy, U.S. visa waiver program, weakness of the dollar, implement of a five-day workweek, increase in spare time)
- Unstable economic situation
(rise in prices, economic slowdown, depression of the real estate market)
- High brand awareness
- Skilled know-how to carry freight
- Alliance with other airlines by joining SKY team
- Provide high service quality
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2016.09.22
6페이지
