| Abstract |
| This study, at the level of marketing strategy, aims at grasping what kind of calendars and what kind of appeal calendars are preferred to customers and have significant influence on business image. So, this study made experiment objects, targeting at a virtual pharmacy company and referring to the calendar of the existing D Pharmacy Company. This study performed an inquiry survey on the target of the students belonging to Department of Hotel & Tourism, Kwandong University in Gangwon-do province from May 17, 2013 to May 24(8 days). This study distributed 200 copies of questionnaires and used 190 ones for verification analysis. The implication is as followings.
First, as for the influence on corporate image of appeal through verbal language and visual language used in calendars, this study performed an experimental research for the first time to find if desk calendars and tapestry calendars have an moderating effect. Second, calendars will offer basic materials for basic calendar making strategy to satisfy customers` cultural need. Third, this study will be used for basic materials for the purpose of marketing and publicity of the businesses making calendars. Fourth, this study is suitable for the current situation when there are not so many researches related to calendars, though they are so important as to be recognized at the level of marketing.
But this study has a limitation, that is, this study performed this a research, targeting at the university students living in Gangwon-do as a sample for appeal method of calendars, and results can not be generalized. |
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| Key Words |
| 캘린더, 기업이미지, 조절 효과, Calendar, Corporate image, Moderating effect |
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