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- Title
Six Trends in Advertising: Analysis of Successful TV Commercials.
- Authors
Lee Dong-Hun
- Abstract
Bombarded by advertisement via an array of media channels, Korean consumers are becoming ever more savvy and discriminating. Six trends can be identified in how the ad industry is responding to this. They include catchy jingles, humor, thoughtful information, lengthy campaigns, non-celebrity models and emphasis on consumer benefits.
- Subjects
KOREA; CONSUMER behavior; TELEVISION advertising; ADVERTISING agencies; ADVERTISING media planning; JINGLES (Advertising songs); WIT &; humor in advertising; INFORMATION services advertising; ADVERTISING campaigns; MODELS (Persons) on television; COMMERCE
- Publication
SERI Quarterly, 2009, Vol 2, Issue 3, p103
- ISSN
1976-7250
- Publication type
Article