Advertisement Abroad Expanded

Hankook Tire began large scale TV advertisements in the U.S. from the middle of the September. It broadcasted 30 second 'Hankook Tire Arctic Challenge' on five TV networks including ABC and ESPN. In Europe, it began TV ads in France as well as Germany and the UK. Hankook increased its international advertisement budget by 20% to 20 million dollars.
Recently, Korean companies, which produce consumption goods, increased advertisements abroad to increase exports in order to survive. Motor companies especially have been more aggressive in advertising abroad than any other industries. Hyundai, reduced domestic advertisements by 10% but expanded advertisements abroad 20%. Addtionally, they concentrated upon specific models rather than company image. A source at Hyundai said, 'We fortified ads abroad to change consumers' image that Korean goods are small and cheap.'
Daewoo Electronics also reduced domestic advertising by 40% to 25 billion won but expanded its budget abroad from 62 million dollars to 65 million dollars. It changed its main target markets from Central and South America to East Europe and the U.S.
The Confectionery industry also increased advertising abroad. A source at Lotte said, 'Confectionery products could be sold without any ads in the past but the situation has changed.' Lotte broadcasted TV commercials in 13 regions in China and expanded its advertising budget abroad by 45%. An advertising expert said, 'Ads abroad will increase for the time being due to shrinking domestic consumption.'