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ication Hierarchy of Effects Model
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Result of application
After ads that Song Hae appears,the number of deposits exceeded 187 during one month(2012/3/12~4/12)

Total deposit exceeds 100 billion (2012/3/12~4/12)

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Motivation about changing advertising model
Successful cases - 1

Part 1.
Lee Sun-Jin

2009~2xxx : the advertising model of prospecs W
Occupation : tv actress, model

1
During her ad procedures term, she only appeared in one drama and film.
The average ratings of her drama was about 11% and she played as supporting role in the drama. Also, her film “두여자” was a box office failure largely. Total attendance at this movie only reached 12, 3047.
Furthermore, she doesn’t have major works so it’s hard to identify her image.
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Motivation about changing advertising model
Successful cases - 1

Part 1.

2
She made his debut in 1997 as a supermodel
Of course, the image of model fits advertising walking boots. But in 2009, he

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