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‘Ursa,’ the Leading Advertising Brand in the First Half of This Year
Day : 2012-07-28

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‘Ursa,’ the Leading Advertising Brand in the First Half of This Year

- Outstanding No. 1 in advertising effectiveness from the analysis of Korea Strategic Institute for Commercials

- Effectiveness against cost, much better than large companies

‘Coz of the Liver’ the Ursa commercial (Daewoong Pharm.) with the football player Cha as the model was researched to be the most effective advertising in the market in the first half of this year.

According to Korea Strategic Institute for Advertising on 28th, Ursa commercial won the first place as the most favorable brand advertising earned 57.56% of those surveyed as the trend analysis of the first half of terrestrial TV advertising.

In particular, CPCM index (CPCM= cost of advertising/crush population) which is to show the cost spent to cause a crush on number of consumers was KRW 166, presenting the exceptional cost-effectiveness. On the other hand, the average CPCM of other brands on the list of top 20 was KRW 937 which was proven that they had spent 5 times more money on advertising than Ursa.

The director, Kyung Hun Hwang from the advertisement agency Hwiniks Communications said, “All of the elements including the message ‘Coz of the Liver,’ music, model, and etc. were very strategically developed and integrated. The reason for this was the explosive parody trend with given consensus to fulfill communication to consumers and added comical elements.”

In the category of Model Popularity from the same survey, Cha from Ursa commercials ranked 12th and Hyun Bin and Seung Gi Lee were respectively ranked as 1st and 2nd.

Daewoong Pharm. has broadcasted Ursa commercials with Cha ‘the Chaminator’ from last December 25th to April of this year.

Korea Strategic Institute for Advertising has been monthly conducted the popularity survey on TV commercials of three terrestrial stations (KBS2, MBC, and SBS) on 1200 people who live in Seoul metropolitan areas in the age of 10 to 59 since 2005.