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SONY Playstation advertising campaign

์ง€๋‚œ ํ•™๊ธฐ์— ์“ด ๋ฆฌํฌํŠธ ์ž…๋‹ˆ๋‹ค. ๋ณธ๋ฌธ ๋‚ด์šฉ ์ž˜ ์ •๋ฆฌ๋˜์–ด ์žˆ์–ด์„œ ๋ฐœํ‘œ ํ•˜๊ธฐ์—๋„ ์ข‹๊ณ  ์ข‹์€ ์ ์ˆ˜ ๋ฐ›์•˜์Šต๋‹ˆ๋‹ค.
16 ํŽ˜์ด์งฟ’
์›Œ๋“œ
์ตœ์ดˆ๋“ฑ๋ก์ผ 2010.08.23 ์ตœ์ข…์ ฟ’์ž‘์ผ 2009.04
16P ๋ฏธ๋้ฉ๋ณด๊ธฐ
SONY Playstation advertising campaign
  • ๋ฏธ๋้ฉ๋ณด๊ธฐ

    ์†Œ๊ฐœ

    ์ง€๋‚œ ํ•™๊ธฐ์— ์“ด ๋ฆฌํฌํŠธ ์ž…๋‹ˆ๋‹ค.
    ๋ณธ๋ฌธ ๋‚ด์šฉ ์ž˜ ์ •๋ฆฌ๋˜์–ด ์žˆ์–ด์„œ ๋ฐœํ‘œ ํ•˜๊ธฐ์—๋„ ์ข‹๊ณ  ์ข‹์€ ์ ์ˆ˜ ๋ฐ›์•˜์Šต๋‹ˆ๋‹ค.

    ๋ชฉ์ฐจ

    PRODUCT 1
    INTRODUCTION 2
    ADVERTISING GOALS 3
    BRAND MESSAGE 3
    TARGET MARKET 4
    SITUATIONAL ANALYSIS 5
    SWOT ANALYSIS 6
    MARKET RESEARCH 7
    MEDIA STRATEGY 11
    CREATIVE STRATEGY 12
    MEDIA PLAN 12
    EVALUATION METHODOLOGY 13
    CONCLUSION 14
    REFERENCE 15

    ๋ณธ๋ๅฉ๋‚ด์šฉ

    INTRODUCTION

    Nowadays, electronic gadget has become an essential part of the entertainment for the youths. Most of the youths prefer to make fun on their own electronic gadget such as portable game players, mp3 and watching movies by laptops. In these activities, the youths are pretty much interested in electronic gadget and they are exposed variety of media such as a television, a radio and the internet.
    The marketers may try to pursue buying their electronic gadget following latest models. Moreover, marketers can not ignore youths because they have significant discretionary income and they spend family money as well as influence their parentsโ€™ spending on both large and small household purchases. Also, they establish and affect fashion, lifestyle, and overall trends. As a result, this report is going to design advertising campaign based on youth as a target audience.

    ADVERTISING GOALS
    1. To inform Launching of the latest model
    Provide the potential consumers more and necessary information about PSP-3000 advantages, let them know PSP-3000 by detailed introduction and recognize PSP-3000 exactly.

    ์ฐธ๊ณ ์ž๋ฃŒ

    ยท ์—†์Œ
  • ์ž๋ฃŒํ›„๊ธฐ

      Ai ๋ฆฌ๋ทฐ
      ์งฟ’์‹ํŒ๋งค์ž์˜ ํ•ด๋‹น ์ž๋ฃŒ๋Š” ๊ณผ์ œ๋ฅผ ์ž‘์„ฑํ•˜๋Š” ๋ฐ ํฐ ๋„์›€์ด ๋˜์—ˆ๊ณ , ๋‚ด์šฉ์ด ํ’๋ถ€ํ•˜์—ฌ ๋งŽ์€ ์ •๋ณด๋ฅผ ์–ป์„ ์ˆ˜ ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค. ์ •๋ง ์ถ”์ฒœํ•  ๋งŒํ•œ ์ž๋ฃŒ์ž…๋‹ˆ๋‹ค.
    • ์ž์ฃผ๋ฌป๋Š”์งˆ๋ๅฉ์˜ ๋‹ต๋ณ€์„ ํ™•์ธํ•ด ์ฃผ์„ธ์š”

      ํ•ดํ”ผ์บ ํผ์Šค FAQ ๋”๋ต–๊ธฐ

      ๊ผญ ์•Œ์•„์ฃผ์„ธ์š”

      • ์ž๋ฃŒ์˜ ์ •๋ณด ๋ฐ ๋‚ด์šฉ์˜ ์ง„์‹ค์„ฑ์— ๋Œ€ํ•˜์—ฌ ํ•ดํ”ผ์บ ํผ์Šค๋Š” ๋ณด์ฆํ•˜์ง€ ์•Š์œผ๋ฉฐ, ํ•ด๋‹น ์ •๋ณด ๋ฐ ๊ฒŒ์‹œ๋ฌผ ์ €์ž‘๊ถŒ๊ณผ ๊ธฐํƒ€ ๋ฒ•์  ์ฑ…์ž„์€ ์ž๋ฃŒ ๋“ฑ๋ก์ž์—๊ฒŒ ์žˆ์Šต๋‹ˆ๋‹ค.
        ์ž๋ฃŒ ๋ฐ ๊ฒŒ์‹œ๋ฌผ ๋‚ด์šฉ์˜ ๋ถˆ๋ฒ•์  ์ด์šฉ, ๋ฌด๋‹จ ์ „์žฌโˆ™๋ฐฐํฌ๋Š” ๊ธˆ์ง€๋˜์–ด ์žˆ์Šต๋‹ˆ๋‹ค.
        ์ €์ž‘๊ถŒ์นจํ•ด, ๋ช…์˜ˆํ›ผ์† ๋“ฑ ๋ถ„์Ÿ ์š”์†Œ ๋ฐœ๊ฒฌ ์‹œ ๊ณ ๊ฐ๋น„๋ฐ”์นด์ง€๋…ธ Viva์˜ ์ €์ž‘๊ถŒ์นจํ•ด ์‹ ๊ณ ๋น„๋ฐ”์นด์ง€๋…ธ Viva๋ฅผ ์ด์šฉํ•ด ์ฃผ์‹œ๊ธฐ ๋ฐ”๋ž๋‹ˆ๋‹ค.
      • ํ•ดํ”ผ์บ ํผ์Šค๋Š” ๊ตฌ๋งค์ž์™ฟ’ ํŒ๋งค์ž ๋ชจ๋‘๊ฐ€ ๋งŒ์กฑํ•˜๋Š” ์„œ๋น„์Šค๊ฐ€ ๋˜๋„๋ก ๋…ธ๋ ฅํ•˜๊ณ  ์žˆ์œผ๋ฉฐ, ์•„๋ž˜์˜ 4๊ฐ€์ง€ ์ž๋ฃŒํ™˜๋ถˆ ์กฐ๊ฑด์„ ๊ผญ ํ™•์ธํ•ด์ฃผ์‹œ๊ธฐ ๋ฐ”๋ž๋‹ˆ๋‹ค.
        ํŒŒ์ผ์˜ค๋ฅ˜ ์ค‘๋ณต์ž๋ฃŒ ์ €์ž‘๊ถŒ ์—†์Œ ์„ค๋ช…๊ณผ ์‹ค์ œ ๋‚ด์šฉ ๋ถˆ์ผ์น˜
        ํŒŒ์ผ์˜ ๋‹ค์šด๋กœ๋“œ๊ฐ€ ์ œ๋Œ€๋กœ ๋˜์ง€ ์•Š๊ฑฐ๋‚˜ ํŒŒ์ผํ˜•์‹์— ๋งž๋Š” ํ”„๋กœ๊ทธ๋žจ์œผ๋กœ ์ •์ƒ ์ž‘๋™ํ•˜์ง€ ์•Š๋Š” ๊ฒฝ์šฐ ๋‹ค๋ฅธ ์ž๋ฃŒ์™ฟ’ 70% ์ด์ƒ ๋‚ด์šฉ์ด ์ผ์น˜ํ•˜๋Š” ๊ฒฝ์šฐ (์ค‘๋ณต์ž„์„ ํ™•์ธํ•  ์ˆ˜ ์žˆ๋Š” ๊ทผ๊ฑฐ ํ•„์š”ํ•จ) ์ธํ„ฐ๋„ท์˜ ๋‹ค๋ฅธ ์‚ฌ์ดํŠธ, ์—ฐ๊ตฌ๊ธฐ๊ด€, ํ•™๊ป“, ์„œ์  ๋“ฑ์˜ ์ž๋ฃŒ๋ฅผ ๋„์šฉํ•œ ๊ฒฝ์šฐ ์ž๋ฃŒ์˜ ์„ค๋ช…๊ณผ ์‹ค์ œ ์ž๋ฃŒ์˜ ๋‚ด์šฉ์ด ์ผ์น˜ํ•˜์ง€ ์•Š๋Š” ๊ฒฝ์šฐ

    ํ•จ๊ป˜ ๊ตฌ๋งคํ•œ ์ž๋ฃŒ๋„ ํ™•์ธํ•ด ๋ณด์„ธ์š”!

    ์ฐพ์œผ์‹œ๋˜ ์ž๋ฃŒ๊ฐ€ ์•„๋‹Œ๊ฐ€์š”?

    ์ง€๊ธˆ ๋ณด๋Š” ์ž๋ฃŒ์™ฟ’ ์—ฐ๊ด€๋˜์–ด ์žˆ์–ด์š”!
    ์™ผ์ชฝ ํ™”์‚ดํ‘œ
    ์˜ค๋ฅธ์ชฝ ํ™”์‚ดํ‘œ
    ๋ฌธ์„œ ์ดˆ์•ˆ์„ ์ƒ์„ฑํ•ด์ฃผ๋Š” EasyAI
    ์•ˆ๋…•ํ•˜์„ธ์š”. ํ•ดํ”ผ์บ ํผ์Šค์˜ ๋ฐฉ๋Œ€ํ•œ ์ž๋ฃŒ ์ค‘์—์„œ ์„ ๋ณ„ํ•˜์—ฌ ๋‹น์‹ ๋งŒ์˜ ์ดˆ์•ˆ์„ ๋งŒ๋“ค์–ด์ฃผ๋Š” EasyAI ์ž…๋‹ˆ๋‹ค.
    ์ €๋Š” ์•„๋ž˜์™ฟ’ ๊ฐ™์ด ์ž‘์—…์„ ๋„์™ฟ’๋“œ๋ฆฝ๋‹ˆ๋‹ค.
    - ์ฃผ์ œ๋งŒ ์ž…๋ ฅํ•˜๋ฉด ๋ชฉ์ฐจ๋ถ€ํ„ฐ ๋ณธ๋ๅฉ๋‚ด์šฉ๊นŒ์ง€ ์ž๋™ ์ƒ์„ฑํ•ด ๋“œ๋ฆฝ๋‹ˆ๋‹ค.
    - ์žฅ๋ฌธ์˜ ์ฝ˜ํ…์ธ ๋ฅผ ์‰ฝ๊ณ  ๋น ๋ฅด๊ฒŒ ์ž‘์„ฑํ•ด ๋“œ๋ฆฝ๋‹ˆ๋‹ค.
    - ์Šคํ† ์–ด์—์„œ ๋ฌด๋ฃŒ ์บ์‹œ๋ฅผ ๊ณ„์ •๋ณ„๋กœ 1ํšŒ ๋ฐœ๊ธ‰ ๋ฐ›์„ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค. ์ง€๊ธˆ ๋ฐ”๋กœ ์ฒดํ—˜ํ•ด ๋ณด์„ธ์š”!
    ์ด๋Ÿฐ ์ฃผ์ œ๋“ค์„ ์ž…๋ ฅํ•ด ๋ณด์„ธ์š”.
    - ์œ ์•„์—๊ฒŒ ์ ํ•ฉํ•œ ๋ฌธํ•™์ž‘ํ’ˆ์˜ ๊ธฐ์ค€๊ณผ ํŠน์„ฑ
    - ํ•œ๊ตญ์ธ์˜ ๊ฐ€์น˜๊ด€ ์ค‘์—์„œ ์ •์‹ ์  ๊ฐ€์น˜๊ด€์„ ์ด๋ฃจ๋Š” ๊ฒƒ๋“ค์„ ๋ฌธํ™”์  ๋ฌธ๋ฒ•์œผ๋กœ ์ •๋ฆฌํ•˜๊ณ , ํ˜„๋Œ€ํ•œ๊ตญ์‚ฌํšŒ์—์„œ ์ผ์–ด๋‚˜๋Š” ์‚ฌ๊ฑด๊ณผ ์‚ฌ๊ณ ๋ฅผ ๋น„๊ตํ•˜์—ฌ ์ž์‹ ์˜ ์˜๊ฒฌ์œผ๋กœ ๊ธฐ์ˆ ํ•˜์„ธ์š”
    - ์ž‘๋ณ„์ธ์‚ฌ ๋…ํ›„๊ฐ
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    ์•ˆ๋…•ํ•˜์„ธ์š”. ํ•ดํ”ผ์บ ํผ์Šค AI ์ฑ—๋ด‡์ž…๋‹ˆ๋‹ค. ๋ฌด์—‡์ด ๊ถ๊ธˆํ•˜์‹ ๊ฐ€์š”?
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