이야기를 활용한 향토상품의 광고마케팅 방안 -홍천 잣을 중심으로-

• 영문명: Using the Stories for Advertisement Marketing of Agricultural Production: In Case of Pine Nut in Hong Cheon
• 발행기관: 한국농촌지도학회
• 저자명: 윤유석(Yu Seok Yun) 김미희(Mi Heui Kim) 안옥선(Ok Sun Ahn) 강방훈(Bang Hun Kang)
• 간행물 정보: 『농촌지도와 개발』18권 4호, 1051~1083쪽, 전체 33쪽
• 주제분류: 농수해양 > 기타농수해양
• 파일형태: PDF
• 발행일자: 2011.12.30

영문 초록

One of the significant element of industrialization is the marketing mixed by advertisement. This paper concerns itself with two key methodological issues that have arisen during the marketing communication research. First, it examines BTL media, appeal type and executive type for interpersonal communication. The second part of the paper argues that story have an effect on making relationship between a consumer and a producer as storytelling producer`s history, story of experiences of user, episode and so on. In this paper we developed contents of advertising for pine nut in Hong Cheon using the storytelling marketing communication strategy.

키워드

스토리텔링 Storytelling 농업경영 Farm Management 광고 Advertising 마케팅 Marketing