| Abstract |
| A broad, sudden transformation has engulfed the marketing environment surrounding the field of advertisement. In turn, changes, such as consumer demographics, have caused a steep degradation in the efficiency and the effectiveness of the existing form of advertisement as communication tool. Especially with the continually increasing dependence on the “new media”, such as the internet, cell phones, DMB, and IPTV, the traditional advertising methods will lose credibility over time. In order to survive the steep marketing competition, each company persistently strives to establish a positive brand image in the market. KTF and SKT, Korea`s telecom giants, are two such companies, successfully utilizing the Integrated Marketing Communications tools to enhance their advertising activities. This study is a comprehensive analysis of the effectiveness of the two companies` advertising campaigns, with concentration on the role of applied IMC tools. Overall, the results show only a marginal difference between the two advertising campaigns. KTF is more effective in attracting consumer attention, whereas SKT proved stronger in changing consumer behavior, such as consideration of the brand`s image, attitude towards the brand and its products, and acceptance of its ads. In the correlation analysis, SKT shows a stronger linear relationship than KTF, meaning SKT`s `T` campaign has had a stronger impact on the consumers than KTF`s `SHOW` campaign. From the conclusion of this study, it is clear that the IMC tools withhold great potential as an advertising strategy, applied to efficiently amplify the effectiveness of advertisement campaigns. Through various forms of application to marketing communication, the IMC tools can both improve the image of a brand, and satisfy consumer-sentiments. |
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| Key Words |
| 통합마케팅커뮤니케이션(IMC), 광고커뮤니케이션, 광고효과, Intergrated Marketing Communication, advertising Communication, advertising effect |
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