ELM and Advertising 레포트

ELM(Elaboration Likelihood Model) ModelELM ModelMarketing strategyto change theperception- * -Woman`s Week & DayLove VirusPizza contest of womenWomen marketingMarketing strategyto change theperception- * -- Launch new product to catch women’s appetite.- Offering services that suits women- Women making pizza for women : as the concept of Prosumer marketing customers can order the menu they wantWomen marketing: Pizza contest of womenMarketing strategyto change theperception- * -Surveying the trend of eat-out market and suggesting promotion to strengthen the marketing

and advertising. Effect of virtual adsGood methods for getting rid of “Zapping” ( TV viewers skip channel without watching ads. ): Because Viewers can watch ads and sports at the same time. Actually, virtual ads appeared Yu-na Kim had more than 40% viewing audience during 2010 World Cup period. Effect of virtual adsConclusionPPL&virtual ads Theories related to PPL and Virtual AdsPPLElaboration Likelihood Model (ELM)Almost viewers who see PPL, don’t pay attention and need PPL its own values. So PPL approaches to viewers by using peripheral route.Wishful identification

And a happy New Year, Mr Gantry.Well, Ill take.Ill take care of you downstairs.Get my bags out now.Hello? Hello?(woman) Ready with your call, Mr GantryHello? Oh, hello, Mom. Merry Christmas.Me, Elm!Just a sec, Mom.I just got back from church myself.I prayed for you too.Howd you like my present?You sure? Gee, thats funny.Well, maybe it got held upin the holiday rush.I just called up to wish you merryChristmas, thats all, to tell you I love you.Dont start crying.Ma.I know I promised, but I couldnt get away.Ive been busy. Yeah, business.Guaranteed and delivered.

and scene are so touchingCognitive responseWoongjin Coway is strict.Cognitive structureRelaxed, touching ad story.Emotional responseConsumers can sympathize.Advertising attitudeAd AnalysisExposure to advertisingBrandattitude* Elaboration likelihood model ; ELMCentral routeMembrane filterAd AnalysisExposure to advertisingPositive brand attitudePeripheral routeRealistic storyOrdinary peopleBackground musicAd AnalysisSight Sound * Priming effect1. Realistic scenes, Polaroid pictures and calligraphy. 2. Ordinary family in the ad.Familiar background musicInformation fr

Advertising Styles 도표에서 말레이시아의 위치를 보았을 때, 상징을 활용한 광고가 마땅한데, 이 광고 에서는 그보다는 slice-of-life의 측면을 활용하였다.(3) HILTL (스위스)그림2)광고의 마지막 부분: 브랜드에 대한 문구형태로 정보가 주어진다.그림1)마치 영화와 같은 형식으로 이루어진 이 광고에서는 도입부에 브랜드에 대한 정보가 문구 형태로 주어진 뒤, 본격적으로 광고의 메인 장면으로 넘어간다.광고분석스위스의 HILTL 광고는 마치 영화 한 편과