Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Meaning and Future of Sales Promotion in New Marketing Communication Environment

새로운 마케팅 커뮤니케이션 환경에서 세일즈 프로모션의 의미와 미래에 관한 연구

  • Choi, Min-Wook (Dept. of Advertising & Public Relations, Namseoul University)
  • 최민욱 (남서울대학교 광고홍보학과)
  • Received : 2018.10.01
  • Accepted : 2018.12.20
  • Published : 2018.12.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study examines the meaning and growth background of sales promotion in a new marketing communication environment and predicts its future direction. This study analyzed experiential marketing, individual marketing, media creative, and viral marketing as growth background of sales promotion in a new marketing communication environment, and predicted future direction of sales promotion as brand communication, consumer-brand relationship, application of ICT, integrated marketing communication. This study has a significance of analyzing the changing function and predicting the future direction of sales promotion in new marketing communications environment.

본 연구에서는 새로운 마케팅 커뮤니케이션 환경에서 세일즈 프로모션의 의미와 성장 배경을 검토하고 향후 방향을 예측하여 보았다. 본 연구에서는 새로운 마케팅 환경에서의 세일즈 프로모션의 성장 배경으로 체험 마케팅, 개인 마케팅, 미디어 크리에이티브, 바이럴 마케팅에 대해 분석하였다. 또한 미래 세일즈 프로모션의 방향으로 브랜드 커뮤니케이션, 소비자 브랜드 관계, ICT 활용, 통합 마케팅 커뮤니케이션을 예측하여 보았다. 본 연구는 새로운 마케팅 커뮤니케이션 환경에서 세일즈 프로모션의 변화하는 기능을 분석하고 향후 진행 방향을 예측해본다는 의미를 가진다.

Keywords

References

  1. B. H. Schmitt. (1999), Regulating Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands. NY: The Free Press.
  2. M. Nuttey. (2002). When Regulates Ads When Viewers Pick What They Watch? NMA, Feb. 5th, 16.
  3. S. J. Kim, & S. J. Lee. (2013). The Effectiveness of eWOM(Word-Of-Mouth) on the Movie Marketing: Focusing on the Impacts of the Type of Information Source, Type of Message, and Characteristics of Receiver. Advertising Research, 96. 100-136 . http://www.dbpia.co.kr/Article/NODE02499996.
  4. G. S. Day. (1971). Attitude Change, Media and Word of Mouth. Journal of Advertising Research, 11(6), 31-40.
  5. J G. Barnes. (2003). Meaningful Customer Relationships: Why Some Companies and Brands Mean More to Their Customers. Managing Service Quality, 13(3), 178-186. https://doi.org/10.1108/09604520310476445
  6. A. M., Bennett, R. P. Hill, & D..Oleksiuk,(2013). The Impact of Disparate Levels Marketplace Inclusion on Consumer-brand Relationships. Journal of Public Policy & Marketing, 81, 16-31.
  7. X. Huang, X. Li, & M. Zhang, (2012). Seeing the Consumer-brand Relationship: How Relative Physical Position Influences Relationship Perceptions. Advances in Consumer Research, 40, 777-778.
  8. G. S. Kohli, T. C. Melewar, & D. Yen. (2014). Investigating the Strategic Marketing Significance of Brand Love in Developing and Nurturing Consumer-brand Relationships via Film Branding: A brandscape perspective. Marketing Review, 14(4), 383-405.
  9. F. F. Reichheld. (1996), The loyalty effect. Boston: Harvard Business School Press.
  10. F. E. Webster Jr.. (1992). Market-driven Management. New York: John Wiley & Sons.
  11. D. Peppers,, & V. Rogers. (1994). In One-to-one Marketing Customer Interaction Vital. Business Marketing, 79(2). 9.
  12. M. Reid, (2003). IIMC-performance Relationship: Further Insight and Evidence from the Australian Marketplace. International Journal of Advertising, 22, 227-248. https://doi.org/10.1080/02650487.2003.11072850
  13. D. E. Schultz, S. I. Tannenbaum, & R. F. Lauterborn, (1993). Integrated Marketing Communications. Lincolnwood, Illinois : NTC Business Books.
  14. A. D. Woodside,, (1994). Modeling Linkage-advertising: Going Beyond Better Media Comparisons. Journal of Advertising Research, 34(4), 22-31.
  15. S. Yahn (1993). Hallmarks of the '90s: Branding and Integrated Marketing. Business Marketing, 78(1), 2.