The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Classification of Online and Offline linked Advertisements in 4th Industrial Revolution

4차 산업혁명 시대에 따른 온라인과 오프라인 연계 광고의 유형화

  • 김은서 (숭실대학교 글로벌미디어학부) ;
  • 박재완 (숭실대학교 글로벌미디어학부)
  • Received : 2019.12.31
  • Accepted : 2020.01.25
  • Published : 2020.02.29
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Abstract

The purpose of this study is to suggest the value and type of online and offline linked advertisement, which is a new advertisement type that emerged with the advent of the 4th industrial revolution. In this study, based on literature research, we understood the marketing method that evolves from "4P (product, price, place, promotion)" to "4C (co-creation, community, conversation, currency)" and extracted derive 4C elements. Based on this, we analyzed what elements of 4C showed online and offline connectivity through the investigation of on and offline linked advertisements. Through the analysis results, online and offline linked advertisements were classified into 4 types and 14 detailed types according to how they were connected to the number of 4C elements. In this paper, as a final result, we verified that 4C elements of marketing that appeared in the era of the 4th Industrial Revolution are represented in advertisements and suggested the typology of advertisements accordingly. This study is expected to contribute to providing new insights to advertisers and researchers who produce and study online and offline advertisements.

본 연구는 4차 산업혁명 시대의 도래에 따라 출현하고 있는 새로운 광고 형식인 온·오프라인 연계 광고의 가치와 유형을 제시하는데 목적이 있다. 본 연구에서 문헌연구를 기반으로 '4P(제품, 가격, 유통, 촉진)'에서 '4C(공동창조, 공동체, 대화, 통화)'로 진화하는 마케팅 방식을 이해하고 4C 요소를 도출하였다. 이를 기반으로 온·오프라인 연계광고 사례들의 조사를 통해 4C의 어떠한 요소가 온·오프라인 연결성을 나타내고 있는지 분석하였다. 분석 결과를 통해 온·오프라인 연계 광고는 최종적으로 4C의 요소가 연결된 방식에 따라 총 4가지의 대 유형과 14가지의 세부 유형으로 분류되었다. 본 논문에서는 최종 결과물로 4차 산업혁명 시대에 따라 출현한 마케팅의 4C 요소가 광고에서 표현되고 있음을 검증하였고 이에 따른 광고의 유형화를 제시하였다. 본 연구는 온·오프라인 연계 광고를 제작하고 연구하는 광고인과 연구자에게 새로운 통찰력을 공급하는데 공헌할 것으로 기대된다.

Keywords

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