This thesis defined the concept of sensitivity marketing which is connected to customers' purchase by stimulating their sensitivity based on sensitivity marketing. Also, the constituents thereof were investigated whether they are practically proceeded. And the examples broadcasted by using TV adver...
This thesis defined the concept of sensitivity marketing which is connected to customers' purchase by stimulating their sensitivity based on sensitivity marketing. Also, the constituents thereof were investigated whether they are practically proceeded. And the examples broadcasted by using TV advertisement were arranged. Modern people could not have satisfied their mental thirst in the more conveniently improved social condition for them to live their life more easily as well as in their affluent material life. As their desire for the satisfaction of their mental thirst gets bigger, the connective point between the sensitivity appealing to sensitivity and marketing on the basis of such reality was tried to be resolved through concept and each meaning of sensitivity and marketing was investigated. Particularly, the concept of broadcasting advertising was investigated and the related examples were researched. As the result, the matters as 'What is sensitivity marketing?' or the effect of broadcasting advertising where sensitivity marketing is applied were researched. Also, the characteristics thereof were discovered and the direction that sensitivity marketing should go forward in future were researched. Now is the time that consumers search the brand where they can select the image of the goods which have suitable image for themselves, rather than desiring for mere goods. Consumers preferred the advertisement exposed to sensitivity because they felt more friendly to it rather than mere information of the goods' brand or stimulating advertisement. Therefore, the role of sensitivity advertisement which induces consumers' purchasing intention by stimulating sensitivity is becoming bigger. Through the sensitivity advertisement, the way to broaden the opportunity for consumers to choose the company's brand by approaching to them, the chance to improve the company's image, and the relationship to be maintained with consumers as the communication to understand and stimulate their sensitivity can be found.
As the result from the content analysis of sensitivity marketing through corporations' broadcasting advertising, the characteristics suggested by this study are as follows.
First, the accurate meaning of sensitivity marketing should be remembered.
The the accurateness of concept definitizes the uncertainty of sensitivity marketing.
Second, humanism should be stimulated.
Sensitivity should be objective. It should not be too ideal nor unable to be realized, but the keywords thereof should be found in the things surrounding us such as family, friends, love among neighbors, nature, forgiveness, etc. in the thematic dimension. Those which have stories will not be disregarded by consumers.
Third, the power given by sensitivity should be believed.
Though the short-term effect cannot be expected, it is a measure to densely connect relation with continuous consumers for long term.
Fourth, various meanings of sensitivity marketing should be considered.
Marketing Mix, which is not limited to broadcasting advertising is necessary. The constituents of sensitivity marketing to understand this should be well understood and the proper mix is necessary.
Fifth, sensitivity marketing should be accomplished on the basis of mutual benefit between corporations and consumers, and should be achieved based on accurate reliability. To do so, continuous communication with long-term consumers is necessary. Human sensitivity is becoming motivated, human desire and drive gets bigger. The opportunity of giving value gets broadened, and personal tendency has become more intensified. People are getting used to new goods, and the change of attitude from latent consumers to active consumers begins from sensitivity marketing. Corporations or goods use advertisement as a method to friendly express their brand image and sensitivity is added hereto. Showing stimulating phenomena to consumers can make one-time acceptance, while approaching them with sensitivity arouses continuous consumption. To accomplish the mission of advertisement with mutual complementary strategies sincerely by stimulating consumers' sensitivity rather than with independent strategies is necessary.
As corporations' activities increase and consumers are not those who are merely consuming any more, corporations should go beyond just selling goods. More recognition of corporations above it is wanted and they want to feel that directly. I hope and wish more active techniques or instances of sensitivity marketing to be developed by being adapted to such a current situation.
This thesis defined the concept of sensitivity marketing which is connected to customers' purchase by stimulating their sensitivity based on sensitivity marketing. Also, the constituents thereof were investigated whether they are practically proceeded. And the examples broadcasted by using TV advertisement were arranged. Modern people could not have satisfied their mental thirst in the more conveniently improved social condition for them to live their life more easily as well as in their affluent material life. As their desire for the satisfaction of their mental thirst gets bigger, the connective point between the sensitivity appealing to sensitivity and marketing on the basis of such reality was tried to be resolved through concept and each meaning of sensitivity and marketing was investigated. Particularly, the concept of broadcasting advertising was investigated and the related examples were researched. As the result, the matters as 'What is sensitivity marketing?' or the effect of broadcasting advertising where sensitivity marketing is applied were researched. Also, the characteristics thereof were discovered and the direction that sensitivity marketing should go forward in future were researched. Now is the time that consumers search the brand where they can select the image of the goods which have suitable image for themselves, rather than desiring for mere goods. Consumers preferred the advertisement exposed to sensitivity because they felt more friendly to it rather than mere information of the goods' brand or stimulating advertisement. Therefore, the role of sensitivity advertisement which induces consumers' purchasing intention by stimulating sensitivity is becoming bigger. Through the sensitivity advertisement, the way to broaden the opportunity for consumers to choose the company's brand by approaching to them, the chance to improve the company's image, and the relationship to be maintained with consumers as the communication to understand and stimulate their sensitivity can be found.
As the result from the content analysis of sensitivity marketing through corporations' broadcasting advertising, the characteristics suggested by this study are as follows.
First, the accurate meaning of sensitivity marketing should be remembered.
The the accurateness of concept definitizes the uncertainty of sensitivity marketing.
Second, humanism should be stimulated.
Sensitivity should be objective. It should not be too ideal nor unable to be realized, but the keywords thereof should be found in the things surrounding us such as family, friends, love among neighbors, nature, forgiveness, etc. in the thematic dimension. Those which have stories will not be disregarded by consumers.
Third, the power given by sensitivity should be believed.
Though the short-term effect cannot be expected, it is a measure to densely connect relation with continuous consumers for long term.
Fourth, various meanings of sensitivity marketing should be considered.
Marketing Mix, which is not limited to broadcasting advertising is necessary. The constituents of sensitivity marketing to understand this should be well understood and the proper mix is necessary.
Fifth, sensitivity marketing should be accomplished on the basis of mutual benefit between corporations and consumers, and should be achieved based on accurate reliability. To do so, continuous communication with long-term consumers is necessary. Human sensitivity is becoming motivated, human desire and drive gets bigger. The opportunity of giving value gets broadened, and personal tendency has become more intensified. People are getting used to new goods, and the change of attitude from latent consumers to active consumers begins from sensitivity marketing. Corporations or goods use advertisement as a method to friendly express their brand image and sensitivity is added hereto. Showing stimulating phenomena to consumers can make one-time acceptance, while approaching them with sensitivity arouses continuous consumption. To accomplish the mission of advertisement with mutual complementary strategies sincerely by stimulating consumers' sensitivity rather than with independent strategies is necessary.
As corporations' activities increase and consumers are not those who are merely consuming any more, corporations should go beyond just selling goods. More recognition of corporations above it is wanted and they want to feel that directly. I hope and wish more active techniques or instances of sensitivity marketing to be developed by being adapted to such a current situation.
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