심리로 풀어보는 소비자 행동 황혜정 | 2007.07.20 | 주간경제 946호 소비자를 이해하는 것은 매우 중요한 일이다. 그러나 소비자를 이해하는 것은 쉽지 않다. 소비자가 보이는 몇 가지 행동을 심리학적으로 설명함으로써 소비자들을 좀 더 깊게 이해하고자 한다. 마케터의 최대 고민은 무엇일까? 신규 사업에 진출하기 위해 새로운 상품을 기획하는 것인가? 출시한 상품에 대한 최적의 마케팅 전략을 짜는 것인가? 아니면 고객의 숨겨진 니즈를 발굴하고 고객 만족을 위해 노력하는 것인가? 이 중 어느 하나도 마케터에게 중요하지 않은 것은 없다. 그러나 무엇보다도 중요한 것은 마케터의 최종 목적지인 ‘고객 이해하기’ 일 것이다. ‘열 길.......

Type Of Entry: AMBIENTCategory: Ambient: Special BuildTitle: FRESCO Advertiser/Client: ADIDAS Product/Service: FOOTBALL APPAREL Entrant Company, City: TBWA\GERMANY, BerlinCountry: GERMANYAdvertising Agency, City: TBWA\GERMANY (180\TBWA), Berlin Country: GERMANYCreative Director: Kurt Georg Dieckert/Stefan Schmidt Copywriter: Helge Bl?k Art Director: Boris Schwiedrzik Illustrator: Felix Reidenbach Producer: Katrin Dettmann Account Supervisor: Falk Lungwitz/Bela Ziemann Advertiser's Supervisor: Markus Rachals Other Credits: Methodik Management/Partner (Prod. Company)/Sirkka K?ter (Project Manage.......

Type Of Entry: AMBIENTCategory: Ambient: Small Scale Special SolutionsTitle: SUPERMAN ELEVATOR Advertiser/Client: WARNER BROS. Product/Service: SUPERMAN MOVIE Entrant Company, City: JWT BRASIL, Sao PauloCountry: BRAZILAdvertising Agency, City: JWT BRASIL, Sao Paulo Country: BRAZILCreative Director: Ricardo Chester/Roberto Fernandez Copywriter: Thiago Carvalho Art Director: Silvio Medeiros Photographer: Andre Faccioli Account Supervisor: Luciana Rodrigues Advertiser's Supervisor: Felipe Zorzi * 네티즌들에게 이전부터 화제가 되었던 "영화 슈퍼맨 홍보" 엘리베이터 광고입니다. 그저 놀랍고 대단할 따름.......

Type Of Entry: PRODUCT & SERVICECategory: Public Awareness MessagesTitle: HIDING PLACE Advertiser/Client: GREENPEACE SCHWEIZ Product/Service: ENVIRONMENTAL ORGANISATION Entrant Company, City: DRAFTFCB/LOWE GROUP, ZurichCountry: SWITZERLANDAdvertising Agency, City: DRAFTFCB/LOWE GROUP, Zurich Country: SWITZERLANDCreative Director: Valentina Herrmann/Beat Egger Copywriter: Beat Egger/Keith Loell Art Director: Fernando Perez/Valentina Herrmann Account Supervisor: Rolf Jeger Advertiser's Supervisor: Urs Sch?er Other Credits: Tanja Caduff/Designer

Type Of Entry: PRODUCT & SERVICECategory: Public Health & SafetyTitle: HOW TO REMOVE Advertiser/Client: ACP MAGAZINE Product/Service: BREAST CANCER WELFARE ASSOCIATION Entrant Company, City: SAATCHI & SAATCHI, Petaling JayaCountry: MALAYSIAAdvertising Agency, City: SAATCHI & SAATCHI, Petaling Jaya Country: MALAYSIAExecutive Creative Director: Adrian Miller/Edmund Choe Creative Director: - Copywriter: Adrian Miller/Quah Chia Seang Art Director: Nazly/Edmund Choe Photographer: - Illustrator: Jeann Chew Typographer: Nazly/Ngai Keng Fatt Producer: [Print] Loke Sai Kit Account Super.......

Type Of Entry: PRODUCT & SERVICECategory: Corporate ImageTitle: BEACH Advertiser/Client: BERLITZ LANGUAGE SCHOOL Product/Service: LANGUAGE SCHOOL Entrant Company, City: DDB GERMANY, DuesseldorfCountry: GERMANYAdvertising Agency, City: DDB GERMANY, Duesseldorf Country: GERMANYExecutive Creative Director: Amir Kassaei/Eric Schoeffler Creative Director: Heiko Freyland/Raphael Milczarek Copywriter: Heiko Freyland/Felix Lemcke/Jan Propach Art Director: Raphael Milczarek/Fabian Kirner/Michael Kittel/Alexandra Lier Illustrator: Dorus Brekelmans Account Supervisor: Kirsten Schellberg Other Credits.......

Type Of Entry: PRODUCT & SERVICECategory: Commercial Public ServicesTitle: PULP FICTION Advertiser/Client: GROUP T Product/Service: LANGUAGE COURSES Entrant Company, City: DUVAL GUILLAUME , BrusselsCountry: BELGIUMAdvertising Agency, City: DUVAL GUILLAUME , Brussels Country: BELGIUMCreative Director: Katrien Bottez/Peter Ampe Copywriter: Tom Berth Art Director: Geert De Rocker Photographer: Corbis/Getty Images Producer: Willy Hebbrecht Account Supervisor: Jeannette Westerhout/Matthias Dubois Advertiser's Supervisor: Yves Persoons * 사진사가 속으로 " 저 무리들 중에서 조금이라도 움직이면 다.......

Type Of Entry: PRODUCT & SERVICECategory: Travel, Transport & TourismTitle: CHICKEN FEET / BEAVER / HAMSTER (위에서 아래방향으로)Advertiser/Client: CONNEX TRAINS Product/Service: SMS UPDATES Entrant Company, City: LEO BURNETT, MelbourneCountry: AUSTRALIAAdvertising Agency, City: LEO BURNETT, Melbourne Country: AUSTRALIACreative Director: Jason Williams Copywriter: Andrew Woodhead Art Director: Richard Walker Photographer: Andreas Smetana Producer: Gary Arnas Account Supervisor: Melissa Fullarton