효과적인 브랜드 확립을 위한 온라인 통합 광고 전략 연구 = A study on the Integrated Advertising Strategy for Effective Branding

다국어 초록 (Multilingual Abstract)

Since the Internet and digital-based communication are taken place in the modern society, various changes are occurring. Also in the advertising which moved away from the existing media, online and mobile are playing a central role using the cross media and SNS actively. In the circumstance which lifetime education and self-development are becoming more intense among the cyber universities, the strategic advertising planning is required. However, compared to its value and potential, the S Cyber University maintains the existing ads such as single type and non-targeting. For the appropriate changes, the guideline for future advertising strategy will be presented in this study focusing on the change of the advertisement market and the advertisement of S cyber university. Advertising strategy considering current trends through related papers, research data, and analysis of existing advertisements has been studied. First, stablish the design policy, second, Utilize efficient media in line with recent trends, third, advertising at the right timing, fourth, accurate targeting for increased effective impressions and remarketing, finally, using the right keywords from the student's view. Through these research, brand awareness, positive impression and applicants will be increased and it is anticipated that it will strengthen the brand power of S Cyber University as the best cyber university.