Econ. Environ. Geol. 2012; 45(4): 431-440

Published online August 31, 2012

© THE KOREAN SOCIETY OF ECONOMIC AND ENVIRONMENTAL GEOLOGY

A Study on the Communication Strategy and Message for Geo-Technology Commercialization

Chan-Souk Kim1*, Hyun-Seon Lee1, Seong-Yong Kim2 and Jae-Wook Lee2

1Cheongju University, 36 Naedok-dong Sangdang-gu Cheongju, 360-764 Chungbuk, Korea
2Korea Institute Geoscience and Mineral Resources (KIGAM), 92 Gwahang-no, Yuseong-gu, 305-350 Daejeon, Korea

Correspondence to :

Chan-Souk Kim

luckyk55@naver.com

Received: September 17, 2011; Accepted: August 15, 2012

Abstract

This study examines the communication status and strategies of geological resource related companies in Korea through the comparison with American companies. Through this analysis, this study is to draw the domestic companies' characteristics and problems on communication, and even to suggest how to execute the communication about geo-technologies at national level. The results indicate that geo-technologies related compaies in Korea don't use a lot of advertising communication as means of providing informations about corporate itself, corporate activities, and it's product, etc. And the companies using advertising communication tend to execute more organization advertising focusing on corporate image than product advertising. The advertising utilized by geological resource related companies is usually targeted at consumers, they don’t use advertising endorser actively. And all the companies analyzed in this study have their own website and run it. This study provides some recommendations on communication strategies and executions for various geo-technologies related organizations. (1)Advertising strategies for establishing a specific image (2)Advertising message for understanding about geo-technologies (3)A variety of advertising creative (4)A consistent advertising concept and message strategies (5)A consideration about website in terms of PR (6)Information on website for various stakeholders (7)Providing various information message
on website.

Keywords geo-technology commercialization, communication, communication strategy and message

Article

Econ. Environ. Geol. 2012; 45(4): 431-440

Published online August 31, 2012

Copyright © THE KOREAN SOCIETY OF ECONOMIC AND ENVIRONMENTAL GEOLOGY.

A Study on the Communication Strategy and Message for Geo-Technology Commercialization

Chan-Souk Kim1*, Hyun-Seon Lee1, Seong-Yong Kim2 and Jae-Wook Lee2

1Cheongju University, 36 Naedok-dong Sangdang-gu Cheongju, 360-764 Chungbuk, Korea
2Korea Institute Geoscience and Mineral Resources (KIGAM), 92 Gwahang-no, Yuseong-gu, 305-350 Daejeon, Korea

Correspondence to:

Chan-Souk Kim

luckyk55@naver.com

Received: September 17, 2011; Accepted: August 15, 2012

Abstract

This study examines the communication status and strategies of geological resource related companies in Korea through the comparison with American companies. Through this analysis, this study is to draw the domestic companies' characteristics and problems on communication, and even to suggest how to execute the communication about geo-technologies at national level. The results indicate that geo-technologies related compaies in Korea don't use a lot of advertising communication as means of providing informations about corporate itself, corporate activities, and it's product, etc. And the companies using advertising communication tend to execute more organization advertising focusing on corporate image than product advertising. The advertising utilized by geological resource related companies is usually targeted at consumers, they don’t use advertising endorser actively. And all the companies analyzed in this study have their own website and run it. This study provides some recommendations on communication strategies and executions for various geo-technologies related organizations. (1)Advertising strategies for establishing a specific image (2)Advertising message for understanding about geo-technologies (3)A variety of advertising creative (4)A consistent advertising concept and message strategies (5)A consideration about website in terms of PR (6)Information on website for various stakeholders (7)Providing various information message
on website.

Keywords geo-technology commercialization, communication, communication strategy and message

    KSEEG
    Apr 30, 2024 Vol.57 No.2, pp. 107~280

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