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A Case Study on the differentiation strategy of University Advertising

대학광고의 차별화 전략에 관한 사례연구 -남서울대학교의 N+캠페인 광고를 중심으로-

  • Received : 2012.03.22
  • Accepted : 2012.03.26
  • Published : 2012.03.31

Abstract

This study tries to find the possibility of differentiation strategy and looks into N+ advertising campaign of NAMSEOUL University that has been doing since 2011. N+ advertising campaign contains the meaning of educating leaders based on the foundation concept of NAMSEOUL University and develops consistent creativities through medium such as radio advertising, print advertising, on-line advertising and outdoor advertising. On the first of stage, the campaign develops the start and the meaning of N+ and organizes to get sympathy from target customers on the second stage. Nowadays, there are many competitions among universities to promote students. In this situation, the N+ advertising campaign of NAMSEOUL University is differentiate approach. It's also promotion for external publics to introduce the identity of University and effect for inducement of internal publics with pride and unity. Moreover, it suggests to universities what they have to consider.

Keywords

University Advertising;Differentiation Strategy;Advertising Campaign;Identity

Acknowledgement

Supported by : 남서울대학교