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A Case Study of Hyundai Motors: Live Brilliant Campaign for Modern Premium Brand

  • Choi, Myounghwa;Lee, Yoonseo;Koo, Kay Ryung;Lee, Janghyuk
    • Asia Marketing Journal
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    • v.16 no.4
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    • pp.75-87
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    • 2015
  • As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet

An analysis of creative trend of election Ads and PR strategy which appears in recent political campaign - Focused on 2010. 6.2 local election, 2011. 10.26 by-election, 2012. 4.11 general election, 2012. 12.19 presidential election (한국 최근 정치캠페인에서 나타난 크리에이티브한 선거광고홍보전략 트렌드 분석 -2010. 6.2지방선거, 2011. 10.26 보궐선거 2012. 4.11 총선, 2012. 12.19 대선을 중심으로)

  • Kim, Man-Ki
    • Journal of Digital Convergence
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    • v.11 no.8
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    • pp.65-73
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    • 2013
  • Outcome of election depends on which candidate of politics uses more original and creative idea for Ads and PR of election in election campaign strategy of political campaign. Especially, since political Ads and PR are the ways of capturing voters' sensitivities with one line of copy(slogan) and one image, Ads and PR are very important. This research analyzes unique and creative trend of political campaigns which are used in each unit election which is held four times(2010. 6 2 local election, 2011. 10 26 by-election, 2012. 4 11 general election, 2012. 12 19 presidential election) during 2010~2012. For analysis, search analysis of text and image used in video, internet, booklet type of Ads and PR material for election, and election campaign. Video is used in election campaign during election period. Unique and creative political campaign is customized micro-marketing election strategy trend which tries to fit for tendency of backing including gender, age group, social atmosphere, etc. This research excludes the degree of success of this election strategy from subject of analysis.

Analysis of Library Related Campaign Promises of the Candidates for the Heads of Metropolitan Governments and the Superintendents of Education (광역자치단체장 및 교육감 후보자들의 도서관 관련 공약 분석 - 제1~6회 전국동시지방선거를 중심으로 -)

  • Cho, Yong-Wan
    • Journal of Korean Library and Information Science Society
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    • v.49 no.1
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    • pp.149-171
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    • 2018
  • The aim of this study is to investigate the library related campaign promises of the candidates for the heads of metropolitan governments and the superintendents of education between 1st and 6th nationwide local election in Korea. To do this, the library related campaign promises of 346 candidates were analyzed by analysing the official gazettes for elections digitally archived in National Election Commission of Korea. As a result, the campaign promises of the candidates were insufficient both in quality and quantity. The candidates for the heads of metropolitan governments showed low ratio of the library related campaign promises, excessive concentration on construction or installation of libraries and higher preference for small libraries than public libraries. The candidates for the superintendents of education showed relatively balanced distribution of the election promises on library fields. But the campaign promises related public libraries were insufficient and the campaign promises of school libraries did not reflect the major elements of school libraries and the context of school libraries in Korea.

Level of Awareness of Cervical and Breast Cancer Risk Factors and Safe Practices among College Teachers of Different States in India: Do Awareness Programmes Have an Impact on Adoption of Safe Practices?

  • Shankar, Abhishek;Rath, G.K.;Roy, Shubham;Malik, Abhidha;Bhandari, Ruchir;Kishor, Kunal;Barnwal, Keshav;Upadyaya, Sneha;Srivastava, Vivek;Singh, Rajan
    • Asian Pacific Journal of Cancer Prevention
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    • v.16 no.3
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    • pp.927-932
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    • 2015
  • Background: Breast and cervical cancers are the most common causes of cancer mortality among women in India, but actually they are largely preventable diseases. Although early detection is the only way to reduce morbidity and mortality, there are limited data on breast and cervical cancer knowledge, safe practices and attitudes of teachers in India. The purpose of this study is to assess the level of awareness and impact of awareness programs in adoption of safe practices in prevention and early detection. Materials and Methods: This assessment was part of a pink chain campaign on cancer awareness. During cancer awareness events in 2011 at various women colleges in different parts in India, a pre-test related to cervical cancer and breast cancer was followed by an awareness program. Post-tests using the same questionnaire were conducted at the end of the interactive session, at 6 months and 1 year. Results: A total of 156 out of 182 teachers participated in the study (overall response rate was 85.7 %). Mean age of the study population was 42.4 years (range- 28-59 yrs). There was a significant increase in level of knowledge regarding cervical and breast cancer at 6 months and this was sustained at 1 year. Adoption of breast self examination (BSE) was significantly more frequent in comparison to CBE, mammography and the Pap test. Magazines and newspapers were sources for knowledge regarding screening tests for breast cancer in more than 60% of teachers where as more than 75% were educated by doctors regarding the Pap test. Post awareness at 6 months and 1 year, there was a significant change in alcohol and smoking habits. Major reasons for not doing screening test were found to be ignorance (50%), lethargic attitude (44.8%) and lack of time (34.6%). Conclusions: Level of knowledge of breast cancer risk factors, symptoms and screening methods was high as compared to cervical cancer. There was a significant increase in level of knowledge regarding cervical and breast cancer at 6 months and this was sustained at 1 year. Adoption of BSE was significantly greater in comparison to CBE, mammography and the Pap test. To inculcate safe practices in lifestyle of people, awareness programmes such as pink chain campaign should be conducted more widely and frequently.

A Critical Review on Social Media Campaign Studies: Trends and Issues (소셜미디어 선거캠페인 연구 동향과 쟁점)

  • Chang, Woo-young
    • Informatization Policy
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    • v.26 no.1
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    • pp.3-24
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    • 2019
  • This study examined the trends and issues of social media campaign studies from three aspects-campaign strategy, institutional environment regulating the social media, and political effect. Then, this study performed an empirical analysis on the case of the 20th general election in order to discuss the political effect, which has been analyzed the least. Specifically, this study empirically examined the trends of candidates' participation in the twitter campaign, the partial mobilization and voter response, and the platform effect on the election results. The study examined all of the candidates' twitter accounts and traffic and found the following results.-first, the number of participants in the twitter campaign increased significantly compared to the 19th general election, and the campaign was dominated by only two political parties that had more power to mobilize resources; second, it was clearly identified that twitter is a partisan media. where specifically, those in the mainstream of the Democratic Party mobilized much more supporters; and lastly, the twitter campaign has a positive impact on the increase in the rate of votes and chances of winning the election. Particularly, the number of followers and the duration of activities were found statistically meaningful, proving that promotion of networking and social capital is more important in election campaigns.

Trend and Significance of 'One Book, One City' Reading Campaign: With a Focus on Cases of Other Countries ('한 책, 한 도시' 독서운동의 동향과 의의 - 해외 사례를 중심으로 -)

  • Yoon Cheong-Ok
    • Journal of the Korean Society for Library and Information Science
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    • v.38 no.3
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    • pp.45-66
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    • 2004
  • The purpose of this study is to examine the trend and characteristics of 'One Book. One City' reading campaign by studying cases of four communities; 'If Ail of Seattle Read the Same Book'(Seattle), 'One Book One Chicago' (Chicago), 'Reading' 'The Grapes of Wrath (California) and 'Canada Reads'(Canada), and analyzing objectives, selected books, discussion guides, and programs of 239 'One Book' campaigns. 'One Book' readng campaign can be characterized to be successful for combining various media and events with reading and discussion of written text and largely dependent upon cooperation between public libraries and communities and their diversity in selecting books and conducting programs.

The Study on the Fashion Style of Presidential Candidates in Korea - Focusing on 16-18 Election - (한국 대선후보자의 패션스타일 연구 - 16-18 대선을 중심으로 -)

  • Lee, Ene-Sook;Chang, Geunghae
    • Journal of the Korea Fashion and Costume Design Association
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    • v.18 no.3
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    • pp.113-127
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    • 2016
  • This study was aimed to analyzing the fashion style worn during the election campaign in the 16-18 Korea presidential candidates. In order to derive a comprehensive fashion style of each candidate it was classified as outfits, items, colors, patterns, accessories and the like. Research data was collected through literature, newspapers, Internet sites, etc., and SPSS statistical package was performed. In research data, 16 presidential candidates photographs were 87, 17 presidential candidates photographs were 82, 18 presidential candidates photographs were 155 as photograph by exposure to the media during each presidential campaign. The results of this study are as follows: In the fashion style of presidential candidates, male candidates mainly dressed in a tie and suit, but the 18 candidates dressed in casual wear unlike previous candidates. In tie color, 16 appeared in the red series, 17 election and 18 election appeared in blue series. Female candidate, Park Geun-hye candidate dressed in the combination of a jacket and blouse and pants. Therefore fashion style of presidential candidates got a strong symbolic image functions as political lines, ideologies, beliefs, and the campaign promises. Because describing the fashion style of candidates based on the statistical result, it requires attention to generalization.

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Effects of Advertising Campaign on the Salesperson's Performance: Should a Multilevel Marketing Firm Advertise Its Brand to Customers?

  • YOO, Changjo;CHO, Yooncheong
    • The Journal of Industrial Distribution & Business
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    • v.10 no.6
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    • pp.7-17
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    • 2019
  • Purpose - The purpose of this study is to explore how advertising for multilevel marketing brands affect the salesperson's activity including customer-salesperson interactivity, work attitude, and perceived and actual performance after the campaign. Research Design, data, and methodology - This study collects experimental data, survey data, and actual sales data and applies statistical analyses such as factor analysis, t-tests, and a structural equation model. Results - The results show that advertising campaign can enhance a salesperson's selling activities and provide wide managerial implications to a multilevel marketing firm by filling the gaps for the field of advertising research. Conclusions - Managerial implications include: i) multilevel marketing firms should consider advertising campaigns as a means of changing customer responses because advertising plays a significant role in increasing familiarity with, and knowledge of, attitudes toward the brand, which also helps salespeople interact with customers; ii) multilevel marketing firms should consider brand advertising as a means to support the sales activities of salespeople including sales effectiveness, work attitudes, and perceived performance, and iii) multilevel marketing firms should consider brand advertising as a means to enhance a salesperson's pride and motivation for selling their brand, which will lead to improved sales performances.

A Study on the Continuity of 'One Book, One City' Reading Campaign in the U.S.A. (미국의 '한 책, 한 도시' 독서운동의 지속성에 관한 연구)

  • Yoon, Cheong-Ok
    • Journal of Korean Library and Information Science Society
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    • v.44 no.3
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    • pp.5-27
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    • 2013
  • The purpose of this study is to examine the characteristics and continuity of 'One Book, One City' community reading campaign in the U.S.A. An analysis of 584 'One Book' projects registered in the Library of Congress, the Center for the Books shows that this innovative model of reading campaign has been diffused through three stages: the beginning(1998-2001), the growth (2002-2006), and the second take-off(2007-present). The stability of more than fifty 'One Book' projects was confirmed and the continuing diffusion of 'One Book' model through 'The Big Read' Initiative and some projects' attempt to try new directions seem worth observing.

Analysis on Wind Profile Characteristics in a Sublayer of Atmospheric Boundary Layer over a Semi-Complex Terrain - LIDAR Remote Sensing Campaign at Pohang Accelerator Laboratory (준복잡지형 대기경계층 저층 풍속분포 특성분석 - 포항가속기 라이다 원격탐사 캠페인을 중심으로)

  • Kim, Hyun-Goo
    • Journal of Environmental Science International
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    • v.21 no.2
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    • pp.145-152
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    • 2012
  • The mean wind speed and turbulence intensity profiles in the atmospheric boundary layer were extracted from a LIDAR remote sensing campaign in order to apply for CFD validation. After considering the semi-steady state field data requirements to be used for CFD validation, a neutral atmosphere campaign period, in which the main wind direction and the power-law exponent of the wind profile were constantly maintained, was chosen. The campaign site at the Pohang Accelerator Laboratory, surrounded by 40~50m high hills, with an apartment district spread beyond the hills, is to be classified as a semi-complex terrain. Nevertheless, wind speed profiles measured up to 100m above the ground fitted well into a theoretical-experimental logarithmic-law equation. The LIDAR remote-sensing data of the sub-layer of the atmospheric boundary layer has been proven to be superior to the data obtained by conventional extrapolation of the wind profile with 2 or 3 anemometer measurements.