1

_

2

3

/(product/brand advertising)

(pioneering advertising)

(primary demand) (competitive advertising)

(selective demand)

(institutional advertising)

4

(direct-response

advertisingDR Ad) (business-to-

business advertisingB2B Ad)

(public service advertising)

(advocacy advertising)

(co-op advertisingcooperative advertising)

5

(5M)

6

7

8

DVD Players

Avis vs. Hertz

DVD Players

(

80%3 )

9

-

AIDA AIETA

Attention

Interest

Desire

Action

(Awareness)

(Interest)

(Evaluation)

(Trial)

(Adoption)

---------------

---------------

10

11

(91-1231)

2030 DyDo

DyDo20 3010% 35%

20 30

203091-1231DyDo10%35%

12

Reach

Frequency

Impact

GRP

Gross Rating Point

WE

Weighted Exposures

x

x

13

(share of voice)

(share of voice)

14

(objective-and-task method)

1 2 3

1 2 3

15

16

()

(..) (TVDM...) (..) (When)

17

() (cost per thousand, CPM)

CPM1000

CPP CPP CPRPCost PER RATing Point)

CPRCPR

18

19

20

(

) 1. 2. 3. 4.

21

:

:

:

:

22

(1/2)

(advertising platform)

(unique selling proposition, USP)

23

(2/2)

24

25

26

()

Marlbolo

27

(slice of life) (teaser) shock

advertising

(testimonial) (celebrity

endorsement) (demonstration)

(product-as-hero)

28

(spokesperson)(endorser)

(attractiveness) (trustworthiness) (expertise)

29

XXL

30

31

32

(copy testing)

(1/4)

33

2/4

(direct rating)

(portfolio test)

(laboratory test)

34

3/4

(recall test)

(recognition test)

(unaided recall test)

(aided recall test)

35

4/4

1.

2.

36

37

The end Q & A

_ (5M) 7- (objective-and-task method)():(1/2)(2/2) () 29(1/4)2/4 3/4 4/4 37