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AbstractA study on development and effect of experience advertisement creative
Lee, Young Hee / Professor, Dept. of
School of Design, Ewha Womans University
This research developed beforehand experience marketing era that can do recourse to consumer of experience age that change effectively before regular induction of experience marketing, it wishes to become litmus about corporation's success experience advertisement hereafter. The definition of the experience advertisement derives from actual consumption feeling which adheres closely to five senses. Decided main element to make effective experience advertisement by SURPRISE, FUN, RESPECT,VALUE Develop creative as system of actual consumption experience and sensual transfer of brand image and revealed sight and explanation for work.(sight and explanation explained concretely through 'Experience Declaration Statement') The effect of developed work verified by consumer depth interview. Novelty, Meaningfulness. Affirmative emotion feedback, Brand relation can be measured in matrix composed by experience area and element. Research exposes that experience advertisement influence in motive of consumption directly and quickly. This paper also implicates the question where the experience advertisement should go and how to set up a more inventive theoretical, working-level proposal.
Key Word : creative,creation,design,experience |
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