An example would be Korean Pop. K-pop short for Korean popular music, has recently seen a popularity boom across the word. Now, it is a strong marketing tool in promoting the country abroad. Even many young people in different countries enjoy K-pop. Many businessmen talk about Korean pop music industry means a new start because K-pop fever is now leading Korean wave in different fields of Korean culture.
Research on audiences’ opinions about Reality programming suggests that television viewers themselves perceive Reality programming to be voyeuristic (Hill, 2002) and concede that it is, at least partially, the voyeuristic appeal of Reality programs that they are drawn to (Johnson-Woods, 2002). Gardyn (2001) also found that the thrill of “guessing who will win or be eliminated from the show” is the main reason why people watch Reality shows. The second and third reasons audience had for watching the same was “to see people face challenging situations” and “imagine how I would perform in similar situations”. After that a new additions came into the Reality programming research which reported need for viewer participation and interactivity by involving some form of audience voting or live interaction such as a Q&A session. In this sense, it is possible that vicarious participation in the lives of “real people” who and instant celebrity, romance, and perhaps riches explains some of the appeal (Kilborn,
Benefits of using celebrity endorsements: Celebrities help to revive a brand and to keep it fresh and memorable in consumers mind. They often work best because they naturally generate lots of attention and are known nationally. Some of the benefits by brand endorsements are listed below: • Attract potential customers: Finding and keeping new customers is hard for some organizations. Using a celebrity to endorse an organization 's product or service can entice new customers and also helps to retain them. • Revive a brand: Celebrity endorsements can help recover a good or service that is losing market share and consumer mindshare.
Winter Sonata was an excellent hallmark not only contributes to the flourishing in K-Pop industries, however, it helps to increase the gross domestic products (GDP) of South Korea. Winter Sonata excellently presented the diversity of attractiveness atmosphere in Nami Island (Naminara Republica), foods and culture through the drama and become one of the most visit country in Asia. This is the starting point where the K-Pop recognized as an epidemic in mass media. This epidemic called as Hallyu (Korean Wave). The Associated Press (March 2001) reported that pop culture in Asia was once dominated by Tokyo and Hollywood has changed and diverted to Hallyu.
Celebrity endorsement aims to create knowledge and create interest in the minds of customers. To do so several marketing techniques are implemented. Celebrity Endorsement is one of the influencing tool by which advertisers try to leverage the image and identification of the celebrity to promote a brand or company. Celebrity endorsement makes the advertisement dynamic, fascinating, interesting, but attention is also taken by customers.So far the celebrity is taken as a role model and in return these celebrities impact their lives. Celebrity endorsement is being done since long time, in fact not too late when advertisement techniques were taken on new shapes because advertisers recognized soon that by using public figured personalities in advertisements
1.1 BACKGROUND OF THE STUDY In recent years, use of celebrities in advertisements has become more prevalent than ever. Marketers have the perception that this technique of persuasion is a winning formula to build brand image, to enhance revenues, and to generate brand loyalty. We are bombarded by a variety of different advertisements in our everyday life without having a choice not to. Celebrity endorsement is very popular and widely used in advertising. Celebrities bring new dimensions to a brand through immediate recall, brand awareness, and bonding with customers.
4) Announcement of lucky draw A great number of enterprises today announce lucky draw to make a big buzz from time to time. Usually, this type of content is posted in order to promote big sales or to increase the number of a company’s Weibo fans. Not like other marketing approaches, in most cases, there will be costs for launching a lucky draw campaign. So, the frequency of launching a lucky draw campaign needs to be carefully set, based on the calculation of ROI. Usually, the use of launching lucky draw goes along with the promotional activities.
One reason is that there are products which have good prices, which I can afford and another reason is because they have products for everything I need. Another reason why I am interested is that because it is such a popular company. Not only adults, but also teenagers all around the world buy products of this company. This makes it interesting for me because I want to know why people buy from this company. I also want to know how L’Oreal managed to become such a successful company.
The overseas influence of BTS Bangtan Boys (BTS) is one of the most popular Korean idol group with high popularity. They have a huge number of fans in Asian and American countries. It is undoubtedly that the popularity and the influence of idol group is closely related if we try to focus on the influence of BTS, we have to talk about the current situation of having high popularity of BTS. The first part I will focus on the phenomenon of having high popularity of BTS in overseas countries and the second part I will focus on the possible reason that make BTS have large influence. We can analysis their high popularity from three aspects, the achievement that they got in the international awards ceremony, the successful strategies on the promoting technique, especially on the social media platform Youtube and the other tools to keep the high popularity.