기업의 사회책임광고 캠페인에 대한 통합적 마케팅 커뮤니케이션 전략 연구 - 국내 4대 그룹 캠페인 사례 중심으로 -

Today, our society is becoming accepted for corporate social credibility and good image for the sustainable management of the enterprise. This need for corporate social responsibility is increasing. In addition, the company's consumer awareness to simply leave things to choose to see the corporate image and social responsibility of a choice and can lead to a direct purchase or consumption. Now corporate social responsibility to be essentially, at this time the company is using multiple media and campaigns in order to efficiently perform this social responsibility that is required. In the use and selection of advertising media it is vary depending. The purpose of this study is to attention to the changed method of communication between companies and customers required in a society that suddenly changes, consistency of the brand through the means of communication advertising campaigns case of essential businesses in the current, conformance, type, direction and characteristics to identify and to analyze the advertising campaign strategy. For this study based on the study (pre-study) correlation and the ways of corporate CSR strategy and advertising, '2013 CSR 100 companies rated' Top 4 on the basis of the above company, POSCO, Samsung, LG, Hyundai Motors from 2010 were selected in the campaign so far 2016.06. Top 4 company analysis of the social responsibility campaign results, and the campaign strategy was differentiated according to the nature and characteristics of the company. In addition, the two-way communication between a company and the people utilizing various media based on an integrated marketing communications were made recently. POSCO 'communication', Samsung 'technology', LG is 'Love', while Hyundai is presenting a sustainable society as a 'Change of meaning' concept was to engage customers. Posco holding the seat firmly into social enterprises were communicate with customers about the social and relational issues and present a method that can be shared with the theme of 'communication'. Features of the Samsung strategy is a state-of-the-art technology was presented a positive impact on society. While Samsung presents a real social problem diagnosis and resolution to improve both were part of the awareness and recognition of the company's products. Hyundai is the modern technology and ideas, meaningful change as a companion for life means movement to make good use of multi-platform and products. LG is based a true story by focusing on the people to lead the authenticity and empathy. In conclusion, this study found that the company a differentiation strategy of communication for corporate social responsibility and seamless communication, promote and provide consumers with the strategy. As a result, companies would also affect the interests of the derived as a result.