대한항공 광고전략분석및 제안(영문레포트)

Team Project Korean Airline Advertisement Campaign [일본에게 일본을 묻다] ◈ Chosen Advertisement Our chosen advertisement campaign is TV commercial, Internet banners and printed advertisements of Korean Airline. Our team has chosen this advertisement campaign because Korean Air’s advertisement campaign actually has a series of advertising messages that are based on a single, unified communication concept of theme. ◈ General Research for the Chosen Brand 1. Situation analysis External situation Internal situation - Increasing number of people travelling aboard (growth policy, U.S. visa waiver program, weakness of the dollar, implement of a five-day workweek, increase in spare time) - Unstable economic situation (rise in prices, economic slowdown, depression of the real estate market) - High brand awareness - Skilled know-how to carry freight - Alliance with other airlines by joining ‘SKY team’ - Provide high service quality - Long history& loyal customers - Old airplanes 2. T…
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