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"What is the direction for our ad campaigns?"
Advertisements are a means of marketing. Therefore, before ads are executed, the direction of marketing must first be established. Only after a general marketing plan has been established do we turn our attention to advertising strategy and media. Advertisements without marketing direction and strategy can be likened to a ship at sail without a compass.
PyunKang Oriental Clinic's marketing efforts were focused on newspaper and online advertisements, and these efforts succeeded in increasing profits by a large margin. However, they came to the realization that only a limited number of consumer strata could be reached through newspaper and online advertisements. The need to break through the barrier of limited recognition of the PyunKangTang and PyunKang Oriental Clinic brands, despite their medical effectiveness, and the need to spread the word about the PyunKangTang brand, were realized. We therefore arrived at the conclusion that the marketing direction for PyunKang Oriental Clinic would be 'Ensure the public recognizes the PyunKangTang name first, then inform the public that PyunKangTang is a remedy to treat atopic dermatitis, rhinitis, and asthma.' The direction and strategy for the advertising campaign were established accordingly.
"What is the intent behind our online advertisements?"
Our online advertisements were run to imbue consumers that had been exposed to our previous advertisements regarding atopic dermatitis, rhinitis and asthma with a sense that 'PyunKangTang can treat atopic dermatitis, rhinitis and asthma.' Our marketing efforts were spread across blogs, online cafes, Twitter, Facebook, Me2Day and other SNS services. To step up our efforts, we placed an emphasis on Google banner advertisements.
According to experts, contemporary people are exposed to more than 300 advertisements every day. But do you remember any of the ads you saw yesterday or today? This is an especially pointed question when it comes to online advertisements. It is supremely difficult to catch consumers' eyes in the ocean of colorful and vibrant online advertisements. Most online users treat these online banner ads as pollution, rather than information. Miss Yoon decided to catch consumers' eyes by setting ourselves apart from the competition. We applied the format and design from the bus advertisements as-is. Unlike other advertisements that employed exuberant designs, we created a banner with simple black text on a white background, nothing more. We threw down the gauntlet with simplicity.
"What of the effectiveness of online advertisements?"
The response after the ads were run was exactly as we had expected. The advertisements cost little, but their effect was many times what we expected. A large number of people clicked our online banner ads, were directed to the website, and made purchases. The number of consumers who clicked our ads was incomparable to the number of people who clicked other banners. The effect we achieved was several times that of advertisements that cost many times more than our own. With our advertisements being so much more visible than other ads, some consumers regrettably got the wrong impression that we had 'plastered' the Internet with our ads. Our attention-grabbing design led to numerous issues and parodies, creating an awesome viral effect. Miss Yoon thus discovered know-how that allows for the creation of high efficiency at low cost.
Our online advertisements going viral
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