서울예술대학 이미지 강화를 위한 홍보물의 효율적 디자인에 관한 연구

Abstract

As more colleges are provided, students, the consumer now have wider range of choice. It, therefore, brought out a lot of changes in promotion activity of schools to lure more students. In many cases, it is chosen by school’s tradition and image but sometimes by school’s aggressive promotion activity in more and more cases. In global era, the competitors of Seoul Institute of the Art are ranging from neighboring colleges of Korea to foreign colleges. Although there is excellent faculty second to none, more consumers are turning away due to domestic colleges’ recent promotion activities lightly focusing on celebrity marketing. As the competition among colleges gets intensified, the advertisement and promotion goods brand package design, which is communicating with consumers, became direct means of promoting school image. This element ultimately determines school image and marketing result, and discriminates the school from its competitors by systemizing the school image and delivering positive image to consumer so that more consumers can choose the school at last. This study aims to examine and analyze current state of promotional goods brand package design so as to intensify the image of the Seoul Institute of the Art, and to compare it with ongoing promotions of domestic/overseas colleges through theoretical consideration so as to find problems, and to intensify the image of Seoul Institute of the Art and to investigate further change in design for promotional goods so as to suggest improvement plan for efficient promotion activity.