Jung ah hyun , Hong Eun Ji

IndexⅠ. Current AD

Ⅱ. Current Situation

Ⅲ. 문제점Ⅲ. Problem

Ⅳ. Key Recommendation

Ⅴ. Target MarketⅦ. 광고 전략 ( 장점 )

Ⅷ. 광고 시안 Ⅸ. 나아갈 방향

IndexⅠ. Current AD

Ⅱ. Current Situation

Ⅳ. Key Recommendation

Ⅴ. Target

Ⅶ. AD Strategies

Ⅷ. Video AD Ⅸ. Outcome

Ⅲ. Problem

Ⅵ. Objectives

Contents

http://www.tvcf.co.kr/YCf/View_pop.asp?Code=A000119859

http://www.tvcf.co.kr/YCf/View_pop.asp?Code=A000116037

Ⅰ. Current AD

Contents

Ⅱ. Current Situation - 1. Speed of LTE

The difference between 3G and 4G speeds of 60 seconds.

Contents

2. Building of LTE net

Contents

SK Tele-com

LG U+0

100,000200,000300,000400,000500,000600,000700,000

Current Number of UserGoal of this year

Current Number of UserGoal of this year

3. Number of LTE User

480,000

700,000

380,000

500,000

Contents

2011 2012 2013 2016

0200400600800

100012001400 Subscribers

Subscrib...

* Number of subscribers

10Thousand

70 300 5101330

Contents

4. Charge of LTE

Contents

Ⅲ. Problem - 1. Different of speed

Theoretically, the speed 3g 4g

1. Download the Video 108MB 552MB

2. Download the Data Page 72 Page 368

3. Download the Music 27 songs 113 songs

4. Download the Book 20 books 110 books

5. Download the Game one six

6. Download the File eight thirty

7. Upload video 1 minute video 4 minute video

Much different from actual LTE theoretical speed. Al-though currently slightly ahead of the 3G speed, users increases, the LTE can also slow down the speed.

Contents

Ⅲ. Problem - 2. Unfinish of LTE net

- Compares in Seoul and to region about nationwide net-work construction incompletion from the present adver-tisement LTE watches are insufficient compares, does not refer not to be, does LTE phone sales with national. If cur-rently purchases 4G phones, the service use is wrong from the place.

Contents

Ⅲ. Problem - 3. Expensive charge

- To compare in 3G and the basic charge system to be expensive, 4G data unlimited charge system nil. Compares in 3G and charge system the sheep of the data which comes to give especially the chin without is insuffi-cient. So, will see the video, or, to the case which will search the media there being a possibility of meeting the fee bomb because the many data being consumed.

Contents

Ⅳ. Key Recommenda-tion

* Circle advertisement- Watch before being constructed, before service starting the advertisement which LTE services is unreasonable. - The area by LTE speed advertisements which generalize the speed which is not uniformly.

* New advertisement-After watch constructing, goes over the entire country and outer space LTE services are possibility popular animated car-toon parody of contents. -- The popular animated cartoon parody which shows LTE ser-vices which stand the rapid pace 3G.

Contents

Ⅳ. Key Recommenda-tion

While becomes the other ket, manhood, the young

people, with interest 20-30 leads an interest, the adver-tisement. The technique of animated cartoon and being revealed of past meets and makes a present the fun. Is caused by with like this advertisement and attempts of target other ket class conversions with LTE, with con-

struction of LTE watches which are complete expansion of LTE enterprises.

Contents

Ⅴ. Target

20-30 basic 3G type writings in standard, LTE members are increased, 2G 10 young people users and the manhood users in 2G 40-50.

Contents

Age of 4G

20~30etc

Age of 2G

30~40etc

Age of 3G

10203040etc

* Age subscribers

63.6%

12%

31%

26%

16%

62.6%.25%

Contents

Ⅵ. Objectives

1. With 2G service ends 2G users is immature together with LTE customers. (The middle manhood object) 2. 3G machineries and tools in order to produce LTE machineries and tools mainly 3G users are immature with LTE customers.

In the coming 2012 years,2011 20120

100200300400

3G2GLTE70 83

207

70

360

10 Thousand

Contents

Ⅶ. AD Strategies

1. Information transmission1) Merit of Speed- Compares in 3G, the maximum 10 time rapid pace. This nil the video cutting. The download/upload speed being quick. 2) Only for LTE App/Equipment - LTE whole aspect [ayp] is coming to make plentifully, spatial formation only of the users who write LTE phones.

2. Ad for gives on feel - In the consumer cartoon of reminiscence with the parody box, calls the perfume in lieutenant general year layer and gets up, a fun and an interest in 20-30 the young people and leads.

Contents

Ⅷ. Video AD1. Galaxy Express 999

1) Train outside cosmic space. 2) The train inside - '철이 ' sees the window outside, mom thought the box. 3) '메텔 ' in '철이 ' question box. 4) '철이 ' in '메텔 ' answer box.5) '메텔 ' with '철이 's mom photo-graphs SNS. 6) Retwitt. 7) The expression which '철이 ' is ab-surd. 8) Again the first scene

Contents

Ⅷ. Video AD2. Roses girl, Candy

1) The rose garden corner, '캔디 ' appearances from behind which are dejected. 2) '테리우스 ' respects '캔디 ' searches the video which makes laughter. 3) the video loading to be long, cutting repeatedly. 4) by the way, tries to know '캔디 ' thinks the video with LTE phones. 5) the expression which '테리우스 ' is absurd. 6) again the first scene.

Contents

Ⅸ. Outcome

AD Strategies

Target

Objectives

T