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2. . . . . . , . . . 2008200820082008 2222 3. iiii . 1111 1. 3 2. 5 3. 6 4. 7 . 9999 1. 12 2. 14 3. 22 . 31313131 1. 33 2. 36 3. 41 4. 43 5. 45 . 51515151 1. 53 2. 58 3. 60 . 67676767 1. 69 2. 70 3. 73 4. 74 5. 78 6. 80 [] 81818181 [] 83838383 4. < > I. ( ) ( ) , , . , , II. , , , , , , , , , , , . , , , , ( ) i 5. < > III. , , . , , , , , , , , (set) , , , , , , , , , , , , , ii 6. < > IV. ,,,, . . , , . , , , CSR . . , ( ), . , . V. .... iii 7. < > , , , . ,,,, .... ,,,, .... ,,,, .... .... . . .... iv 8. 1 I. 1. 2. 3. 4. 9. 2 10. 3 1. 1) [] - . [] . - . 2007 11. 4 1. 2) - , , - , , - - . SWOT - * , SWOT * (Sports Property) (: , , ) 12. 5 2. - () (, ) - () . ( CSR* ) (MTS: Marketing Through Sports) , , , (CSR) (MFS: Marketing For Sports) : (EMTS: External MTS) (: , ) (IMTS: Internal MTS) , (: , ) CSR ** *** (: ) *CSR (Corporate Social Responsibility) : ** (Cause Marketing): (CSR) *** (Cause Sponsorship): 13. 6 , , - - SWOT - 3. SWOT SWOT ( ) ( ) 14. 7 4. 1 2 3 4 , - - ( ) - - , - 1. - - - 1 1 2 2 3 3 4 () 12( 7 ) 5 15. 8 16. 9 II. 1. 2. 3. 17. 10 18. 11 , , , - () - () - () . - () () * 4 19. 12 1. 1) . - (GDP) 2.24% - 1.71%(2005, ), 2.02%(2002). - . , , , 2.02%1.71%2.24% GDP 76.5 (805 ) 220 (2,3130 *) 19 6,507 (2002) (2005) (2005) : (2007), 2006 , . (950/) * 98 99 00 01 02 207,600 238,800 286,000 302,400 325,200 03 480,000 : , ( ) : 20. 13 1990 1990 2000 (: , ) . (: ) 82 88 94 ML 98 LPGA 02 4 07 1. 2) . : KBS(2005), 60 60 , , US 4 * *: , , 2002 4 6 2006 7 1990 10 35% 25% 22% 5% 9% 17 23 38 53 57 83 103 21. 14 2. 1) , - 5 - . - TV , - 2~3 44.1%(2006 ). 2003 39.8% 4.3% (, 2006 ) TVTV PCPC 20002000 37.2 9.8 12.2 9.8 20032003 19.7 10.9 19.2 19.2 : (2005) (%) 300-999 28.2% 5.2% 19991999 1000 96.7% 55 14.8% 55 20042004 5 07 7- 50 08 7- 20 5 TV / - TV 17.5% / 7% 22. 15 2. 2) - - 6 6 543 1 () (, ) & ( ) 2 1 5 6 2 () 4 3 23. 16 2. 2) : - () - (: ) . , , - . , , - . , 2001 ( 40% ) . (, SK ) : 24. 17 2. 2) : - - , , . , - . (: FC ) , FC 2006 9 HSDPA 100 . PR 2 , 2002 4 , 2006 25. 18 2. 2) : - (: , 3 , ) - (: , ) . , - (: ). (: ) - (: NBA, MLB) , (: ) ( ) 1990 2003 43 FC (07 7) , , 26. 19 2. 2) : - (Emotional Bonding) - - . () 2007 Impossible is Nothing , , , SK , , 3 27. 20 2. 2) : - (: ) (: ) (: ) - , , - , SK SK 2007 (spotainment) SK(: SK, T1) MUSS(Manchester United Soccer Schools) 28. 21 2. 2) : - , . , (: , , , ) - - IMG , , , , , , , (, ) 29. 22 3. 1) - . (: , MLB) - , - (: , ) 1986 2007 1986 3 , 2007 CF KFA . 149(06) 264(07) 10 14 06 07 264 149 97 08 29 (30 ) 114 (1,200 ) 40 MLB 29 (97) 114 (08) 40 30. 23 3. 2) , . - , , . TV - , , , - - - 2002 , 31. 24 3. 3) - . , - , , - , , ( ) (Tie-in) (: ) () VIP () 32. 25 3. 3) : - . . - . CEO . (, ) JFA 1976 30 = ( I~V) 33. 26 3. 3) : , , - , - , , , , - - . . (, ) 777999 FC (LG) (: , , , , , , , ) LG 2006 34. 27 3. 3) : - . , , , - (: VIP) ( ) (IMC* ) - - (: ) 2004 (SBC) SBC(Southwestern Bell Corporation, AT&T) PGA 35 2 CEO 3 2~25 , *IMC (Integrated Marketing Communication): , 35. 28 3. 3) : (Tie-in) - , - , (: ) - - . (: 2007) FIFA , 2007 () ( ) SKT 2002 ( ) KTF 36. 29 3. 3) : - - . , , - . VIP 1995 US 900 , . , (, SK ) TOP 1(1988) *TOP (The Olympic Partner): IOC 37. 30 3. 3) : - - (: ). - . (: ) 1997 440 1996 60% 18 2007 TV . (, ) 2002 20 SBS 600 38. 31 III. 1. 2. 3. 4. 5. 39. 32 40. 33 1. 1) , , , ( ) , , (or, or) 41. 34 1. 2) , , , 42. 35 1. 3) , STP , , - () - () - , - - () , , ( ) ( ) ( ) ( ) TV, TV, STP 43. 36 2. 1) , - ( ) , () - ( ) , , (Image Transfer) (Image Transfer) ( ) (Corporate Level) (Image Transfer) (Model Level) (Brand Level) 44. 37 2. 1) () - . , , - . , - , , , (CSR) () - - - - - - - - - - - - - - - - : : : 45. 38 2. 2) , - , . - (cause sponsorship) To-Be - . ( ) To-Be () (goodwill) () 46. 39 (Action) (Interest) (Desire) (Attention) (AIDA) () , () , () () () , () () () , () GM () , * (: ) , ( ) 3) , , , 2. 2. 47. 40 2. 3) () , To-Be (AIDA) (Attention) (Interest) (Desire) (Action) (Cognitive) (Affective) (Behavior) 48. 41 3. 1) () (set) - (: ) (set) () , - () - - - - 1 2 3 4 n 1: 2: 3: 3. 49. 42 3. 2) , - () - () () () () (20~30 ) ( ) () ( ) 50. 43 4. 1) , , , () () . () () (PR) . () ( ) PR () () 51. 44 4. 2) , , , , ( ) ( ) ( ) ( ) ( ) : or : or ) ( ) ( ) 52. 45 5. 1) - , , , , () - , 10%, 20%, 8% - , , , Hansen(2006) 2) Harvey(2006) 1) +8% () N.A. +20% +10% () +26.3% () +23% ( ) +27.6% +24.6% +55% ( ) 1) vs. 2) (Emotional Response) (Attitude Response) (Association) (: ) () ( ) ( ) 53. 46 5. 2) - - , , (/) , , (/) (/) IEG , , , ( ) (/) IEG , , , ( ) IEG 90% IEG 90% ( ) ( ) (recall): , (recognition) (recall): , (recognition) 1% 2 1% 2 ( ) ( ) 54. 47 5. 3) - . , , , , , TV - , (Hansen etal, 2006). (0.85), (0.84), (0.89), (0.70), (0.69), (0.71) (0.84), (0.80), (0.79), (0.75), (0.72), (0.70), (0.65) (0.69), (0.66), (0.60), (0.354), (0.47), (0.60) (0.88), (0.85), (0.80), (0.74), (0.68), (0.61), (0.75), (0.75), (0.74) () : Christensen, S.R(2006) * (Net Response Scores) = () (sorrow), (worry), (fear) () (Shame), (anger), (loneliness), (sadness)TV () (joy), (romantic), (enjoyable), (happiness) () (hope) () (excitement), (surprising), (trust), (acceptance) : Hansen et al.(2006) 55. 48 5. 4) (Association) - , , () : Grohs, R et al.(2004) OO 56. 49 5. 5) (Historical Event Analysis) - - ( , ) ( , ) , , t-1 t 57. 50 5. 6) (ROI) - , , . - - 100% - - , , (/PR ) (/PR/// /Non-media ) ( / Free ) - ( / ) / Non-Media / ( ) 58. 51 IV. 1. 2. 3. 59. 52 60. 53 1. 1) . - (). - . 94 / 97 . 00 2004 K 2() Moti Moff K 4 6 - 2 12 6 6 1092001 1072002 1252003 1362004 13122005 14112006 14 8 2007 : (2008) 0.5 0.8 1.4 1.8 1.9 2.1 2.2 2.4 2.6 3.6 4.4 9.6 26.6 Utd SK FC FC 2005 2004 : (2005) 61. 54 1) () - . , , , - . 53% (44%) . 1982 2001 ( 9 ). 1998 , , : (2005.5). : 98 , SK 98 21.9 11.4 10.0 8.5 6.5 6.4 4.7 1.6 28.9 21.2 11.0 15.0 7.0 5.4 4.7 3.5 1.8 30.5 11.7 10.5 19.5 11.6 4.3 5.3 3.0 2.4 31.7 LG SK 050504049898 : 2.0 7,015 6,846 5,708 9,904 18,739 20,076 14,518 2,006 3,241 3,884 3,933 7,002 11,407 11,530 0 5,000 10,000 15,000 20,000 25,000 KIA LG 1995 2006 21% 43% 63% 60% 32% 71% 53% 44% : % 1. 62. 55 2) . - , . PR - , (10 40% ) 1985 . . . , 15 , 13.2 13.2 43.1 11.1 14.6 58 43.3 29.9 24.7 14.1 6.6 13.3 9.2 6.8 6 7.6 12 -45.2 -2 -0.7 2.9 17.5 24.5 30.4 37.3 38.8 117.1 166.7 114.3 -23.4 -11.9 -26.7 -5.7-7.9 / / 1995 2005 : (2006) 1. : , % 63. 56 3) () FIFA KFA () () . , (with EXR) FIFA A & i30 with EXR i30 + EXR 1. 64. 57 3) () () . () () , , 1. 65. 58 2. 1) ( ) . (: ) () () , () ( ) () (9 ). () . () () 20~30 . () () . 2004 K 2 () . () . () . (: , ) 66. 59 2. 2) ( ) () CSR (: , ) K () . OOSS TTWW . OOSS TTWW (: ) OOSS TTWW ( ) 67. 60 3. 1) - . , - , . - . () , . () () () () . - (), () () () () () , () () () ( ) * 68. 61 3. 2) () () () . - () (), () 20~30 () 69. 62 3. 3) , , OpportunityStrength ThreatWeakness ( ) () () () () (: ) (: , ) () , , (: ) CSR 70. 63 3. 3) () , , - , - - , () , , . , (), . OS TW (, ) (, ) OS TW . OOSS TTWW ( ) 71. 64 3. 3) , () , , () () (: AM, TD) (: ) (: ) (, , ) (: ) OpportunityStrength ThreatWeakness 72. 65 3. 4) () , - - - . . OS TW (, OS TW . () OOSS TTWW () 73. 66 74. 67 VI. 1. 2. 3. 4. 5. 6. 75. 68 76. 69 1. 1) - BTL(Below The Line) - - . . (: , ) - , . - (: ) 2) - - , - 77. 70 2. 1) , , () () 78. 71 (: , ) 2. 2) - , . - 08 . , - , , . (: ) 79. 72 No No No 2. () reject select - or - or No Yes Yes Yes ( or or CSR) 3) Yes Yes No Yes No 80. 73 3. 1) . (: , ) - , - , . (: ) - (prestige) - (: , ) 2) . [] - (: , ) - (, , ) . [] , . 81. 74 4. 1) - . . . - . . - (, , ) . , 82. 75 4. 2) , , - , , . , - . (: ) 83. 76 4. 3) , , . , ( ) (: ) ( ) (: ) (: ) (: 3) () . () . ( ) () , (; , , ) () (: , ) () (: , ) 84. 77 4. 4) - (: , ) - (: 3 , ) (: FIFA, KFA) (: ) () () , 3 : X-game, e- : , , : , : , 85. 78 5. 1) [] , - - (Tie-in) (: ). . - () . - () . [] - (: FIFA, ) - [] . , - (word-of-mouth) . 86. 79 5. 2) - (cause related marketing) - (: + ) . - (: , ). , . , , (UCC, ) , , , ( ) VIP , , (, ) RV ( ) In-game ( ) , , 87. 80 6. 1) - . - . - . - () (: ) 2) . , + 88. 81 [1] , , (2004), : , , , 281-282. [2] (2002), , (), 12, 10-13. [3] , (2005), , , 16(4), 589-600. [4] (2005), , , 42-46. [5] , (1999), , , 4(1), 61-71. [6] (2005). TV , , 48, 17. [7] (2007), , , 3, 82-83. [8] (1996), TV , , , 34, 379-387. [9] (2006), , KAA, 3-4, 20-23. [10] (2006), , . [11] (2005), 2010, . [12] (2006), 2005 , . [13] (2003), , , 5, 67-70. [14] (2002), , (), 12, 49-54. [15] (2003), , , , . [16] (1999), , (), 9, 4-8. [17] (1997), , CEO Information, . [18] (1998), , (), 7, 4-9. [19] (2003), , LG, 3,41-50. [20] , , (2003), , , 14(3), 45-64. [21] (2004), , , 8(2), 198-233. [22] , , (2006), , CEO Information, 553, . [23] , , (2004), : , , , (2004-04), . [24] (2007), , , 6, 60-66. [25] (2006), , , 2, 18-21. 89. 82 () [26] , (2002). , , 41(5), 445-457. [27] (2006). , , , 8, 43-47. [28] Christensen, S. R.(2006). Measuring Consumer Reactions to Sponsoring Partnerships Based upon Emotional and Attitudinal Responses, International Journal of Market Research, 48(1), 61-80. [29] Crompton, J. H.(2004). Conceptualization and Alternate Operationalizations of the Measurement of Sponsorship Effectiveness in Sport, Leisure Studies, 23(3), 267-281. [30] Hansen, F., Halling, J. and Christensen, L. B.(2006). Choosing among Alternative Parties to Be Sponsored for Supporting Brand Strategies, Based upon Emotional Responses, Journal of Consumer Behaviour, 5, 504-517. [31] Harvey, B., Gray, S. and Despain, G.(2006). Measuring the Effectiveness of True Sponsorship, Journal of Advertising Research, Dec, 398- 409. [32] Grohs, R, Wagner, U. and Vsetecka, S.(2004). Assessing the Effectiveness of Sport Sponsorships, Schmalenbach Business Review, 56(April), 119-138. [33] Martensen, A., Gronholdt, L., Bendtsen, L. and Jensen, M. J.(2007). Application of Model for the Effectivenss of Event Marketing, Journal of Advertising Research, Sep, 283-301. [34] Meenaghan, T. & Shipley, D.(1999). Media Effect in Commercial Sponsorship, European Journal of Marketing, 33(3/4), 328-347. [35] Meenaghan, T. & Osullivan. P.(2001). Editorial: The Passionate Embrace-Consumer Response to Sponsorship, Psychology & Marketing, 18(2), 87-94. [36] Meenaghan, T.(2001). Understanding Sponsorship Effects, Psychology & Marketing, 18(2), 95-122. [37] Meenaghan, T.(2001). Sponsorship and Advertising: A Comparison of Consumer Perception, Psychology & Marketing, 18(2), 191-215. [38] Lough N. L.(2004). Analysis of Sociomotivations Affecting Spectator Attendance at Womens Professional Basketball Games in South Korea, Sport Marketing Quarterly, 13(1), 35-42. [39] Ross, S. D.(2007). Segmenting Sport Fans Using Brand Associations: A Cluster Analysis, Sport Marketing Quarterly, 16(1), 15-24. [40] Stotlar, D. K.(2004). Sponsorship Evaluation: Moving from Theory to Practice, Sport Marketing Quarterly, 13(1), 61-64. [41] Ukman, L.(2006). ROS: How to Measure, Justify and Maximize Your Return on Sponsorships and Partnerships. IEG: Chicago. 90. 83 1. 2. 3. 4. 91. 84 92. 85 1. () () KTF . , 2007 2006 2007 2005 T/F T/F FC 2 IMG SK 2 KTF IMC 93. 86 2. 1) [] - , . [] , - , , , - , () (National Breakdown) 1994 (Green Flag) , ( 47% ) () GM ( GMC ) 30 IEG GMC 27% 20% () 2002 20 SBS 600 94. 87 2. () 2) [] - , [] - () 2004 (1,900 ) () 2007 (NASCAR) () 100 16 5 (, ) 95. 88 2. () 3) [] - . () () - , , . [] - . , () 1990 ( ) ( ) () 2001 4 , , V70, XC70, XC90 () 2005 BMW F1 () 1984 LA , , 96. 89 2. () 4) [] - , . 1 1 [] - . () 2004 US () 2006 () , 97. 90 2. () 4) () [] - . , - ( ) [] - . , . (emotional bonding) (, KTF ) () 177 5 90 70 17 () 2004 98. 91 3. , , - (1) : - (2) : , - (3) : 2: 1: 3: BI BI 99. 92 4. 2011 , , . . . 30 ( 52) , , , . ( 126 504 ), , (, , ) . KFA . , , 2 , , A3 , AFC , SBS 15 9 1(15.6%) - (2006) . 2007 5 400 (11 ) A K : . . 100. 93 4. () F1 1997 6 , 2003 7 , (: BMW, ) 4 3 RV . . 1970 YMCA . , , , . , 3 15 7 , , 101. . : ( 02-3464-2772) ( 02-3464-2774) . : ( 02-3464-2772) ( 02-3464-2774) 2008-01 2008 2 2008 2 231 : (02) 3464-2828 : (02) 3464-2819 e-mail : kari@hyundai-motor.com