| 요약2 |
Due to excessive information caused by the changes of media environment and the appearance of new media, it gets hard to deliver clear messages. In order to deliver clear messages to consumers, thus, brands are putting efforts into the creation of brand value through building relations with consumers on top of sales in their stores which are the biggest point of contact. With the appearance of integrated marketing communications, it would be necessary to have studies on VMD(Visual Merchandising) as a visual realization medium. The objective and significance of this study is to draw the VMD characteristics in accordance with the integrated marketing communications strategy. After analyzing the correlations through theoretical consideration of the integrated marketing communications strategy and VMD based on references and preceding studies, a check list suitable for the case space is created. By using Likert 5point scale for consumers' awareness of VMD in accordance with the integrated marketing communications strategy, through the check list, the average value is obtained through the descriptive statistics of each question responded depending on cases. The higher the point is, the higher the awareness is. In the results of the analysis, the VMD characteristics of the integrated marketing communications strategy are like below. It can be analyzed that information can be received through VMD which is suitable for the trendy events, can satisfy consumers' needs and also have harmony between the exterior and interior space of the stores. |