Earticle

초록

영어

The purpose of this study is to suggest a advertising strategy to respond the information environment change of insurance consumers. The main findings of this study can be summarized as follows: First, based facing the change of consumer information environment, insurance companies should commit aggressive advertising strategies to gain on the competitive advantages of insurance product and services, and to reemphasize the advertising strategy functions. Especially insurance companies should implement information differentiation strategy. The advertising process consists of analyzing advertising opportunities, researching and selecting target market, designing advertising strategies, planning advertising programs, and organizing, implementing, and controlling the marketing effort. Second, advertising process is related to the activities with analyzing, planning, implementing and controlling by advertisers and its base is decision making behavior. Especially the developmental direction of advertising strategy based on the advertising channel mix is followed that mass-media and internet are advertising arms and are related with complementary rather than contrasting relations. Third, the advertising objectives must follow from prior decisions on the target market, market positioning, and marketing mix. The market-positioning and marketing mix strategies define the job that advertising must do in the total marketing program.

목차

I. 서론
 II. 정보지향적 보험광고 전략의 필요성
  1. 보험소비자의 정보환경의 변화
  2. 새로운 보험광고 전략의 필요성
 III. 최근 보험광고 전략의 변화
  1. 소비자의 보험광고 수용 현황
  2. 보험기업의 광고 현황
  3. 외국의 보험광고 전략
 IV. 보험기업의 광고전략의 전개방향
  1. 광고전략의 전개를 위한 전제
  2. 광고전략의 전개방향
 V. 결론
 참고문헌
 Abstract

저자

• 권금택 [ Kum Tack Kwon | 성심외국어대학 보험금융과 교수 ]

참고문헌