@article{ART001963076},
author={ 조윤화 and 최익서 },
title={A Study on Experience Exhibition Method and Type of Brand Promotion Center},
journal={한국공간디자인학회 논문집},
issn={1976-4405},
year={2015},
volume={10},
number={1},
pages={9-22},
doi={10.35216/kisd.2015.10.1.9},
url={http://dx.doi.org/10.35216/kisd.2015.10.1.9}

TY - JOUR
AU - 조윤화
AU - 최익서
TI - A Study on Experience Exhibition Method and Type of Brand Promotion Center
T2 - 한국공간디자인학회 논문집
PY - 2015
VL - 10
IS - 1
PB - 한국공간디자인학회
SP - 9-22
SN - 1976-4405
AB - (Background and Purpose)With the society now getting urbanized, companies focus more on customer-oriented marketing strategies to communicate with customers, in recognition of client needs. They use spatial exhibition media and find a way to get closer to the customer. In line with such a trend, brand information museums are found in downtown and tourist attractions of high accessibility, on a permanent basis or in the form of pop-up store. To be capitalized on in planning brand information museum later on, this study is thus to discuss how to design the brand information museum for first-hand experiences by customers.(Method)To begin with, this study is to involve theoretical consideration of the brand identity and the first-hand exhibition. This study is to categorize roles and types of brand information museum for first-hand experiences appearing in the previous studies. Conduct case studies of brand information museum intended for first-hand experiences in Korea, quantify of the contents thereof and see how those contents can be applied to the brand information museum by brand image. Analyses of experience elements by museum were done, by type of first-hand experience presentation, by way of Likert Scale and analytic graphs. (Results) A total of six cases were studied for analysis of methods and types of the first-hand experience exhibition in a Brand Information Museum. The database table has been prepared to set forth distribution trend for the methods and types. Different emphases were put in direct and indirect experience elements by what the brand features. According to analyses mainly pivoted on museums featuring direct first-hand experiences, the viewers were mostly offered visual means of exhibition, followed by physical experiences and game presentation. Model - Diorama type indirect first-hand exhibitions were preferred compared to others. According to analyses, it is recognized that the brands effectively use exhibitions with first-hand experiences to fit the purposes intended. (Conclusions) Also known by analyses is that brands should capitalize on exhibition elements that fit the purpose of promotion. Brand images are better transferred to the viewers of exhibitions with first-hand experiences, compared to the conventional exhibitions, for advanced promotional effects. Creating synergies in advertising brands to customers, first-hand experience elements would help the brand promoted in a much more efficient manner. With things going as planned, first-hand experience elements offer sustainable positive influence upon the brand.
KW - Brand Promotion, First-hand Experience Exhibition, Experience Media Production. Exhibition Communication, Promotion Center
DO - 10.35216/kisd.2015.10.1.9
UR - http://dx.doi.org/10.35216/kisd.2015.10.1.9
ER -

조윤화 and 최익서 . 2015, “A Study on Experience Exhibition Method and Type of Brand Promotion Center”, 한국공간디자인학회 논문집, vol. 10, no. 1, pp. 9-22. Available from: doi:10.35216/kisd.2015.10.1.9

조윤화 최익서 et al. “A Study on Experience Exhibition Method and Type of Brand Promotion Center” 한국공간디자인학회 논문집 10.1 pp. 9-22 (2015): 9.

조윤화 , 최익서 . A Study on Experience Exhibition Method and Type of Brand Promotion Center 한국공간디자인학회 논문집 [Internet]. 2015; 10( 1), : 9-22. Available from: doi:10.35216/kisd.2015.10.1.9

조윤화 and 최익서 . “A Study on Experience Exhibition Method and Type of Brand Promotion Center” 한국공간디자인학회 논문집 10, no.1 (2015): 9-22. doi: 10.35216/kisd.2015.10.1.9