경영학 Crispin Porter Bogusky 사례(영문)

경영학 Crispin Porter Bogusky 사례(영문) [경영학] Crispin Porter Bogusky 사례(영문).hwp 목차 □ Company History Beginning business in Miami. Who is Alex Bogusky? □ How did CP+B became a successful worldwide advertising agency? Image and Reputation What are the campaigns that contributed greatly in enhancing CP+Bs Image and Reputation? □ In approaching the advertisement and IMC area, how does CP+B differ from other advertising agencies? "What if there were no TV and magazines - how would we make this brand famous?" - Alex Bogusky - Guerilla tactics, unconventional uses of media, and holistic marketing strategies Publicity/ Public Relations Advertising Interactive/Internet Marketing 본문 □ How did CP+B became a successful worldwide advertising agency? Image and Reputation - There are multiple reasons for an advertising agency in gaining clients which are the followings. - Among these factors, CP+B gained its major clients by strengthening its image and reputation through series of successful campaigns. Today, CP+Bs major clients are MS Windows, Burger King, Gap, Dominos, Old Navy, Best Buy, American Express : Open, Coke Zero, and Brammo. What are the campaigns that contributed greatly in enhancing CP+B 본문내용 egan as a small agency in Miami called Crispin Advertising in 1965. Receiving small budgets from many of its clients in Miami, CP+B started its business from placing ads in odd places such as on shopping carts, trash dumpers, and park benches. Under the advertising executive and principal, Alex Bogusky, the company has become one of the world’s most awarded agencies. Who is Alex Bogusky? - Born 참고문헌 Advertising ☞ Commercials focusing on 「creative aspects」 Burger King http://www.youtube.com/watch?v=ox5j2LpIYsE http://www.youtube.com/watch?v=81DT8j7akdc Microsoft Windows http://www.youtube.com/watch?v=mUotyelWmFE Interactive/Internet Marketing ☞ Active use on internet Web Sites Burger King, 『The Subservient Chicken』 http://www.bk.com/en/us/campaigns/subservient-chicken.html Web Site of 『The Truth』 http://www.thetruth.com/games/toughlove/ ☞ Working with on-line companies : Microsoft