TABLE of CONTENTS1. Situation Analysis2. PR Strategy3. Creative Strategy4. Cross Media Strategy 5. Additional Suggestion 6. Happy Together!

SITUATIONANALYSISWhere Are We?Where Do We Want to Be?CHAPTER 1.

Where Are We?SITUATION ANALYSIS : 2005 7 31 2~5 : : 8 : , , Focus Group Interview

,2005. 7.

Where Are We?SITUATION ANALYSISVS 30% D 1 $150

Where Do We Want to Be?SITUATION ANALYSIS

We need C.S.R. strategyPR STRATEGYCHAPTER 2.

C. S. R.PR STRATEGYWhat is C.S.R.?Why is C.S.R. Important?Corporate Social Responsibility( ) () .CORPORATEOUR SOCIALreturnprofit

C. S. R.PR STRATEGYWhat is C.S.R.?Why is C.S.R. Important?Examples of C.S.R.Negative Result without C.S.R.Positive Result with C.S.R.Enron AccidentVirgins Return CEO

C. S. R.( )

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, PR STRATEGY

- SPSS 10.0 . 95%Gang Survey- 20052.5%13.5%26%39%19% . : 2005 7 15 1~5 / 2005 7 21 9~ 12 : / : / .PR STRATEGY

!What is problem? PR STRATEGY

(2005), PR

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.What is problem?PR STRATEGY

C.S.R. PR

=

5

PR STRATEGY

STP AnalysisPR STRATEGYTargetFocused LOWHIGHLOWHIGH Segment&Targeting (2005), Positioning Map

STP AnalysisPR STRATEGYPositioning (2005), Positioning Map

Slogan & LogoTears Only?PR STRATEGY

PR STRATEGY Width of Strategy

We Need TearsNeeds for Curious AdvertisingCREATIVE STRATEGYCHAPTER 3.Tears Only?

We Need TearsCREATIVE STRATEGY

Tears Only?CREATIVE STRATEGY

Needs for Curious AD.CREATIVE STRATEGY

Creative No.1CREATIVE STRATEGY - (20) [Happy Together] 40 Amazing Grace () WHY IS HE CRYING?

Creative No.1CREATIVE STRATEGYCAMPAIGNLAUNCHING

Creative No.2CREATIVE STRATEGY (30)[Happy Together] , ()Time To Say Goodbye(Bocelli.A. / Brightman.S.) A DOG IN A CONCERT HALL?

Creative No.2CREATIVE STRATEGY

Creative No.3CREATIVE STRATEGY (30)[Happy Together] , , How Deep Is Your Love(Beegees) A TEDDY BEAR FOR HIM?

Creative No.3CREATIVE STRATEGY

Music Video PromotionCROSS MEDIA STRATEGYCHAPTER 4.Internet MarketingPaper Based Advertising

IMCInternet & Mobile ContentsWeb FilmMusic Video PromotionCROSS MEDIA STRATEGY

Internet MarketingCROSS MEDIA STRATEGY

Internet MarketingCROSS MEDIA STRATEGY

Paper Based AD.CROSS MEDIA STRATEGY

Additional PromotionADDITIONAL SUGGESTIONCHAPTER 5.Plan & Budget

Action Plan & EffectThemePromotion ( )Promotional Strategy *

* *

* TV 2 *

Additional Promotion 1.ADDITIONAL SUGGESTION

Action Plan & EffectThemePromotion ( )Promotional Strategy * * TV 2 * , * TV -> Additional Promotion 2.ADDITIONAL SUGGESTION

Action Plan & EffectThemePromotion ( )Promotional Strategy * * TV 2 * Happy Together

* Happy together

* -> Additional Promotion 3.ADDITIONAL SUGGESTION

Plan & BudgetADDITIONAL SUGGESTION

ReferencesHappyTogether!CHAPTER 6.Closing...

ReferencesHAPPY TOGETHER!

ClosingHAPPY TOGETHER! .

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AD .

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HAPPY TOGETHER!