DER모델을 통한 온라인 프로모션 개발 사례 연구

초록

Online promotion has more benefits than offline one in that it could attract an unlimited number of consumers through the Internet and get feedback from individual consumers in diverse ways. The purpose of this study was to make a case study of the development of online promotion by The Face Shop, which was grounded in the results of needs survey, in an attempt to suggest some of the right directions for online promotion, since this company lately drew attention by applying aggressive ad strategies and marketing. It's meant to delve into the advantages of online promotion and to present a DER model as a way to run a more efficient online promotion, as this model was based on community, speed and interaction, which were the core of online environments in our country.

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