• Title, Summary, Keyword: campaign

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Cultivation Marketing and Effect Measurement for Improving Sale and Retention of Additional Service Product of A Mobile Telephone Company (이동통신사의 부가서비스 상품 판매와 유지 증대를 위한 Cultivation 마케팅과 성과측정)

  • Chun, Heui-Ju
    • Korean Management Science Review
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    • v.26 no.3
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    • pp.11-21
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    • 2009
  • In this paper, we proposed some valuable analysis results of cultivation campaign marketing in A mobile telephone company. The cultivation campaign marketing is a new outbound TM campaign strategy composed of 4 steps for new subscribers. During the analyses, attrition rate of A mobile company, outbound TM rejection rate, contact rate/call success rate and additional service attrition rate after subscription are measured as an effect of cultivation campaign. The results showed that there were no statistical significance in improving retention rate between customers experienced 4 step cultivation campaign and control group. However, the cultivation campaign had a better effect on improving response rate and success of selling additional service product of mobile company compared to general selling campaign. This is because cultivation campaign group had been taking care of from subscription time. It is suggested that cultivation campaign had better confined customers more likely to buy additional service to outbound TM for the sake of financial efficiency.

The Identity and Some Practical Suggestions of The Demolishing Walls Campaign in Daegu City (대구광역시 담장허물기운동의 정체성과 나아갈 방향)

  • Kim Soo-Bong;Jung Eung-Ho;Lee Seung-Ji
    • Journal of the Korean housing association
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    • v.17 no.3
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    • pp.51-60
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    • 2006
  • Ten years have passed since the Demolishing Walls Campaign has started in Daegu. Recently, the campaign influenced to the other cities in Korea, such as Seoul, Incheon and Busan with various names regarding cities' circumstances. In these context, the study aims to highlight the identity of the Demolishing Walls Campaign compare Daegu with other cities where similar movement has started. In addition, the study evaluates the campaign in terms of physical, psychological and economical aspects to suggest some practical suggestion for the development of the campaign based on questionnaire survey. The research findings are as follows. The research shows that the identity of the Daegu Campaign is started by bottom-up approach based on citizens' participation compare with others cities' campaigns which are mainly started by the local government so called top-down method. The Daegu campaign influences the local people aware of their potential abilities in positively improving urban environment. The results of survey also highlights the advantages of green spaces which by the campaign in terms of environmental and economical aspects. Newly generating urban greens accept and store heat which Influences urban microclimate conditions and it possibly affects energy savings of the city. Most of survey participants eager to continue this campaign which shows positive results in various aspects by the local people. Therefore, the city government building a coalition of local people, NGOs, and interest group to keep the identity of the campaign in Daegu.

When Brand Activism Advertising Campaign Goes Viral: An Analysis of Always #LikeAGirl Video Networks on YouTube

  • Lee, Mina;Yoon, Hye Jin
    • International Journal of Advanced Culture Technology
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    • v.8 no.2
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    • pp.146-158
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    • 2020
  • As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign, the substantial amount of views, comments, likes, and user-generated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.

A Study on the Public Reading Campaign: The Case of 'One Book, SeongBuk' Campaign in Seongbuk-Gu, Seoul (대중독서운동에 관한 연구 - 서울시 성북구의 '원 북, 성북' 독서운동을 중심으로 -)

  • Cho, Chan-Sik
    • Journal of the Korean Society for Library and Information Science
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    • v.47 no.2
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    • pp.201-221
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    • 2013
  • A public reading campaign is a sociocultural movement that can stimulate a sense of community. The 'One Book, One City' reading campaign, as a typical public reading campaign, was established as a new reading paradigm by sharing cultural experiences among community residents through discussions after reading 'one book,' thus evoking a sense of community. This study focuses on the 'One Book, SeongBuk' reading campaign in Seongbuk-Gu, Seoul, which was awarded the title of '2012 Year of Reading' program. In line with this, this study examines the theoretical background of the public reading campaign, looks into the background and contents of the 'One Book, SeongBuk' reading campaign in Seongbuk-Gu, and analyzes and pinpoints the factors that influence the campaign. By so doing, this study aims at enhancing our understanding of the public reading campaign.

Influence of Adjustment of TV Watching Time on Children's TV Watching Patterns (TV 시청 시간의 조정이 아동의 TV시청유형에 미치는 영향)

  • Park, Hye won;Cho, Bok hee
    • Korean Journal of Child Studies
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    • v.15 no.2
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    • pp.21-35
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    • 1994
  • Two hundred and sixty-six mothers with preschool and primary school children filled out TV diaries for three days around the TV turning-off campaign day initiated by YMCA. TV diaries were designed to record the TV programs watched by family members as well as the focused child's activities every 15 min. 121 families participated in the campaign voluntarily and 145 families served as the control group. The campaign group watched less than the control group even before the campaign day and differed in several family backgrounds primarily due to the difference of family members' ages in both groups. Despite participating in the campaign, 53.9% of the families among the campaign group watched TV and 35.5% of the children in these families watched TV on the campaign day. TV watching time measured by the questionnaire was significantly higher than the estimates by diary method. Participating children in the campaign increased in activities such as reading, indoor play, as well as video watching. In the campaign group, TV watching time on the next day of the campaign increased slightly than the day before it. Preschool and primary school children's activities as well as the watched TV programs were analyzed separately for two groups. In addition, total TV on-time and coviewing patterns by the focused child with the family members were analyzed in relation to the child's other TV watching patterns as well as their related variables.

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Costing of a State-Wide Population Based Cancer Awareness and Early Detection Campaign in a 2.67 Million Population of Punjab State in Northern India

  • Thakur, JS;Prinja, Shankar;Jeet, Gursimer;Bhatnagar, Nidhi
    • Asian Pacific Journal of Cancer Prevention
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    • v.17 no.2
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    • pp.791-797
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    • 2016
  • Background: Punjab state is particularly reporting a rising burden of cancer. A 'door to door cancer awareness and early detection campaign' was therefore launched in the Punjab covering about 2.67 million population, wherein after initial training accredited social health activists (ASHAs) and other health staff conducted a survey for early detection of cancer cases based on a twelve point clinical algorithm. Objective: To ascertain unit cost for undertaking a population-based cancer awareness and early detection campaign. Materials and Methods: Data were collected using bottom-up costing methods. Full economic costs of implementing the campaign from the health system perspective were calculated. Options to meet the likely demand for project activities were further evaluated to examine their worth from the point of view of long-term sustainability. Results: The campaign covered 97% of the state population. A total of 24,659 cases were suspected to have cancer and were referred to health facilities. At the state level, incidence and prevalence of cancer were found to be 90 and 216 per 100,000, respectively. Full economic cost of implementing the campaign in pilot district was USD 117,524. However, the financial cost was approximately USD 6,301. Start-up phase of campaign was more resource intensive (63% of total) than the implementation phase. The economic cost per person contacted and suspected by clinical algorithm was found to be USD 0.20 and USD 40 respectively. Cost per confirmed case under the campaign was 7,043 USD. Conclusions: The campaign was able to screen a reasonably large population. High to high economic cost points towards the fact that the opportunity cost of campaign put a significant burden on health system and other programs. However, generating awareness and early detection strategy adopted in this campaign seems promising in light of fact that organized screening is not in place in India and in many developing countries.

The Effect of Environmental Campaign on the Recognition of Environmental Problem and the Execution of Environmental Protection in Foodservice (단체급식소에서의 환경운동이 환경문제 인식도와 환경보호 실천도에 미치는 영향)

  • Jeon, Mu-Yeong;Min, Hye-Seon
    • Journal of the Korean Dietetic Association
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    • v.6 no.2
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    • pp.71-78
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    • 2000
  • Environmental pollution induced by food wastes is considered as one of very serious problems in the world, and it is the most important to reduce the production of food wastes. In this study, environmental campaign for reducing food waste was conducted by applying various campaign methods using such as a bulletin board, intra-network, slogans & posters and news letters, as well as some systems such as penalty and prize in a business & industry foodservice. We investigated customers' recognition and execution degree before and after environmental campaign for the purpose of analyzing the changes of customers' attitude by the campaign. The subjects of this study had generally high level of recognition of environmental problem(3.09 point) compared to the execution degree(1.88 point)(Max. 5 points), implying necessity for the induction of actual execution of food wastes reduction by continuous environmental campaign. After environmental campaign, the recognition of environmental problem related to food wastes was significantly increased from 3.09 point to 3.29 point (p<0.001), and the execution degree for food wastes reduction was also greatly increased from 1.88 to 2.70 point (p<0.001). These changes indicated that campaign for food wastes reduction has raised customers' recognition and execution for environmental protection.

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Study on the Campaign of Using T-Shirts to Establish an Environmentally-Friendly Fashion Culture (친환경 패션 문화 조성을 위한 캠페인 티셔츠에 관한 연구)

  • Kim, Mi-Hyun
    • The Research Journal of the Costume Culture
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    • v.19 no.5
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    • pp.917-928
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    • 2011
  • The hot-wave of campaign for fashion brands has itself become a fashion trend now. In order to participate in this popular trend, every brand has launched a new campaign of developing T-shirts each season with a social issue as the design concept. Such a campaign plan is related to the brand's image-making. Each brand has its own slogan based on various themes related to social issues. Since the environment is the hottest social issue these days, most campaigns' T-shirts also focus on the image of environmental-friendliness. The purpose of this study is to elucidate environmentally-friendly fashion culture in daily life so that "environmental-friendliness" would be positively cognized by people in everyday life. For that, the design of these T-shirts following the environmental campaign will be developed and their utilization potential will be clarified. The detail contents of the study are as follow. First, the meaning of the environmental campaign and trends of environmental campaigns in Korea and overseas will be explored in order to identify their theoretical contents. Second, the environmental campaigns will be classified by case. Analysis of the expression and characteristic of each case will determine the utilization plan. Third, design directions will be suggested based on the characteristics produced from the case study. As the study conclusion, five environmental campaign T-shirts will be produced.

Impact of a Media-Campaign to Promote Walking on Awareness & Behavior Change (지역사회 걷기 활성화를 위한 매체-캠페인이 걷기관련 인식과 행태변화에 미치는 영향)

  • Ann, Eue-Soo;Lee, Yong-Soo
    • Korean Journal of Health Education and Promotion
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    • v.24 no.4
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    • pp.99-114
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    • 2007
  • Object: To analyze the effect of a media-campaign for "walking exercise participation improvement", which impacted walking-related awareness and behavior change of residents in Seoul. Method: This study used three campaign media including printing information, walking exercise indication board and a public advertisement of cable TV to lead a walking-related awareness change and practice frequency(number of days per week walking) and time(minutes per day walking) of walking exercise. To evaluate the exposure and message-recall levels of a campaign and effects of awareness change and walking practice, this study used a questionnaire survey(N=377). Result: 1) Group of exposure to campaign more participate and had the higher frequency(p=.015) and time(p=.023) in walking exercise and in comparison with group of nonexposure. 2) Group of changed awareness to campaign more participate and had the higher frequency and time in walking exercise and in comparison with group of no changed perception(p <.05). 3) Level of message recall of ${\ulcorner}$printing information${\lrcorner}$ was associated with number of days per week walking, and level of message recall of ${\ulcorner}$public advertisement of cable TV${\lrcorner}$ was associated with minutes per day walking at a statistically significant level(p <.05). Conclusion: These results suggest that media campaign can enhance the success of community-based efforts to promote awareness change and walking practice.

Factors Associated with Perticipation in a Walking Campaign (걷기행사 참가의 결정요인)

  • Jo, Heui-Sug;Song, Yea-Li-A;Hong, Seon-Young;Yoo, Seung-Hyun;Lee, Jeong-Reol
    • Korean Journal of Health Education and Promotion
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    • v.24 no.3
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    • pp.73-86
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    • 2007
  • Objective: The purposes of this study are to understand the characteristics of the participants in a community walking campaign and to analyze the factors related to their participation based on the Transtheoretical Model (TTM). Methods: The study composed of the description of participant characteristics and comparison of them with non-participant characteristics in a walking campaign in K province. The data were collected through a survey of 2,590 participants and 258 non-participants from the same community. The survey instrument included questions about stages of walking and exercise, knowledge and attitude toward walking, and environmental condition for walking. Results: A majority of the walking campaign participants were in the action(24.8%) and maintenance(43.6%) stages of walking and exercise behavior. The non-participant group was split between maintenance(51.6%) and precontemplation (30.6%) stages. Among the participants, effective campaign promotion channels differed by age group while motivation for participation and participation patterns were associated with both age and gender. Favorable physical environment was a significant factor of participating in walking campaign(OR=1.396, CI=1.149-1.696). Although the campaign participants scored higher than the non-participants in most attitude toward walking questions, differences in knowledge scores between two groups were less significant. Conclusion: In conclusion, further social marketing to increase the awareness and to increase the concern of population in the community is needed based on the survey result. Transtheoretical model seems appropriate to apply to the evaluation and the planning the program of the behavior change in the community. Also, more organized and sustainable support in need to maintain the good habit of walking for the participants in walking campaign.