• 제목/요약/키워드: campaign

검색결과 881건 처리시간 0.032초

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

  • 전희주
    • 경영과학
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    • 제26권3호
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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.

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

  • 김수봉;정응호;이승지
    • 한국주거학회논문집
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    • 제17권3호
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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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    • 제8권2호
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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.

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

  • 조찬식
    • 한국문헌정보학회지
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    • 제47권2호
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    • pp.201-221
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    • 2013
  • 대중독서운동이란 지역사회의 공동체의식을 자극할 수 있는 중요한 사회 문화적 운동이다. 대표적인 대중독서 운동인 '한 책, 한 도시' 독서운동은 지역사회에서 시민들로 하여금 한 권의 책을 읽고 함께 토론함으로써 문화적 경험을 공유하게 하고, 공동체 의식을 북돋울 수 있다는 점에서 독서문화의 새로운 패러다임을 구축하였다. 본 연구는 '2012 독서의 해' 프로그램으로 선정된 서울시 성북구에서 실시된 대중독서운동인 '원 북, 성북' 독서운동의 사례에 관하여 연구하고자 한다. 이에 본 연구는 대중독서운동에 대한 이론적 배경을 살펴본 후, 성북구의 '원 북, 성북' 독서운동의 배경을 바탕으로 구체적인 사례분석을 통해 성북구의 대중독서운동인 '원 북, 성북' 독서운동의 내용과 이에 영향을 미치는 구체적인 요소들을 분석 제시함으로써 지역단위의 대중독서운동에 대한 이해 증진에 일조하고자 한다.

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

  • 박혜원;조복희
    • 아동학회지
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    • 제15권2호
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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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단체급식소에서의 환경운동이 환경문제 인식도와 환경보호 실천도에 미치는 영향 (The Effect of Environmental Campaign on the Recognition of Environmental Problem and the Execution of Environmental Protection in Foodservice)

  • 전무영;민혜선
    • 대한영양사협회학술지
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    • 제6권2호
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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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친환경 패션 문화 조성을 위한 캠페인 티셔츠에 관한 연구 (Study on the Campaign of Using T-Shirts to Establish an Environmentally-Friendly Fashion Culture)

  • 김미현
    • 복식문화연구
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    • 제19권5호
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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.

매체 유형에 따른 헬스케어 커뮤니케이션 캠페인 효과 분석 - 인쇄물과 영상 미디어 중심으로 - (A Study on Effectiveness of Healthcare Campaign According to Types of Media - Focused on Printed Media and Video)

  • 배순한;이지수;최재영
    • 디지털산업정보학회논문지
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    • 제16권4호
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    • pp.123-132
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    • 2020
  • With increasing social interest in health and health promotion, the government and many organizations are conducting various health campaigns for the public. The public health campaign is aimed at protecting the people from the dangers of disease and contributing to a healthy life and also help establishing a healthy attitude and changing behavior as well. In addition, many researches have been carried out in order to enhance the advertising effect of campaigns aimed at forming preventive attitudes and to verify it by applying many theories. However, as a result, there is a significant lack of research regarding analysis of differences in the effectiveness of the campaign by media. This study is to analyze the effect of health campaign by the type of media which published health campaign advertisements that can affect prevention attitude. To meet the purpose of this study, The 15 print media were to examine the impact of media characteristics and types on participation in campaigns for health campaigns. Through this, we will present the role of the media as an efficient channel to encourage the formation and participation of the health attitude of campaign advertisements, and present significant implications in the selection of optimal media and the execution of campaign budgets.

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

  • 안의수;이용수
    • 보건교육건강증진학회지
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    • 제24권4호
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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.

Rendezvous Mission to Apophis: VI. Observation Campaign during the 2021 Apparition

  • Lee, Hee-Jae;Kim, Myung-Jin;Kim, Dong-Heun;Moon, Hong-Kyu;Choi, Young-Jun
    • 천문학회보
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    • 제46권2호
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    • pp.59.2-59.2
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    • 2021
  • On March 6 2021, Apophis made a close approach to the Earth with a minimum distance of 0.11 AU when the apparent magnitude reached up to V~16. This was the most favorable condition to observe this asteroid until its 2029 encounter. The observations during this apparition were extremely important to determine major physical properties, such as size, rotational state, 3D shape model, surface mineral properties. So, we organized the observation campaign during the 2021 apparition. The main goals of our campaign are to refine the spin state and 3D shape model and check the surface composition variations. The campaign involved dozens of countries and included ground-based photometry and spectroscopy, and spacecraft observations. Our timely observation campaign will provide essential data in planning the operation scenario for the space mission. In this presentation, we will report the preliminary result of the Apophis observation campaign during the 2021 apparition.

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