first draft

Korean enterprises should do emotional marketing that gives a message. 

Every day, people buy things that draw their minds. In the other aspect, enterprises try to sell as many products as they can by marketing their products. In the past, enterprises did marketing by only emphasizing their good aspects and saw the products in the eyes of companies themselves, not in the eyes of consumers. However, People consume things that can best match with their own thoughts and criteria. In this regard, enterprises should be able to read consumers' minds and stimulate their minds in order to make them buy things by changing their past marketing strategy. Emotional marketing , marketing that makes people buy products by sympathizing with consumers through giving a certain message that can make consumers touched, is one of the most desirable ways for enterprises to do. Also, among various ways of emotional marketing, I argue that emotional marketing through giving a certain message is the most effective.

 In people's daily lives, they are exposed to many enterprises' marketing products and in reality, enterprises' marketing strategies have an effect on consumers a great deal. Marketing includes a wide range of things and people can not even define what exactly is. In general , marketing is a process of communication between enterprises and consumers for the purpose of selling products. Companies can perform marketing through various ways such as performing advertisements, doing events for consumers, designing stores for consumers and so on, Among various marketing strategies, the most essential part for all policies is to read the consumers' minds and make them buy products by giving a certain message to sympathize with. The most effect way is to do emotional marketing through giving a message. 

 Emotional marketing is a kind of marketing that strengthens the relationship between companies and customers by attracting customers' feelings and minds. There are a number of kinds of emotional marketing and examples of famous enterprises as well. Firstly, Starbucks, one of the most famous brands that has companies in approximately 50 countries, is a leader of emotional marketing, Starbucks makes customers feel warm and cozy, thereby feeling friendly to the brand itself by affecting their minds through using the whole glass to open the front sight of customers and wood material in general for interior. However, Starbucks' advertisement that gives a message that Starbucks is a place for communication between valuable people was the most effective for increasing the income in reality. Thus, Starbucks is one example of emotional marketing that gives a touched message that makes people feel accustomed to the brand.

 Apart from Starbucks, there are numerous Korean enterprises that give a touching message. Bacchus, a restorative drink, delivers a message of ordinary people like fathers and hard working people like young part time workers through advertisements. Through these advertisements, people can feel that Bacchus sympathizes with common people like us, thereby having a good image for the brand and delivering their touching stories as well. Also, Inkroute, an online site for people preparing jobs, recently produces the advertisement that includes a cheering message for people looking for jobs. It not only awakens people of Korean's serious unemployment problem, but also induces numerous peoples' responses. 
 Like this, giving a certain message to customers can touch people's minds, making them recall the massages later and have good images for certain brands. 

 The effect of emotional marketing that gives a certain message has a number of advantages as well. Firstly, it awakens people of unnoticed, but important events. We can notice this aspect from the example of World Vision's advertisement. World Vision, a humanitarian donating organization for suffered people all over the world, recently produces the advertisement that makes people touched. In the advertisement, the director made up a untrue audition that casts the child actor seemingly. Then the director suggests the assignment that orders children to drink unclean water, move heavy stones and other things that in reality African children do as usual. At first people who participate in did not notice this thing , but later the director showed the real situation of African children that did such things as usual. This advertisement delivers a message that African children are the same children as their own , thereby please give attention to this serious situation and support them. It touches a lot of people' minds and invokes people's donation as well. As we can see from this example, marketing with a certain message can make people aware of commonly ignored and serious problems of the world and become interested in these events.

Emotional marketing with a message can improve the image of the brand as well. In reality, after Korean snack brand, Chocopie, did a marketing with the Chinese letter 情, people are reported that they got a better brand image according to the statistics targeted for one thousand Korean. Chocopie used the letter meaning the affection in order to emphasize Korean people's attachment with each other and give a message that Korean people who are friendly should be with the product of the company. Through this emotional marketing, Chocopie not only gave a message that the company's goods are essential for Korean people , but also build a friendly image of the brand, thereby increasing the income as well.

 Giving a wide range of stories through emotional marketing can help "CSR" of the enterprises. As time goes, enterprises' social responsibility becomes more and more important for success. For example, Hyundai Car repaired some local stores that were almost bankrupted into cleaner, better stores. Apart from this, Hyundai repaired village's playground into safer place and used these events into their advertisements. Through this, Hyundai performed the company's social responsibility that improved the local stores as well as helped local community improve environments. 
Like this, giving a touching message that customers can sympathize with has a variety of advantages for companies and other organizations.

 People can argue that there are other kinds of marketing strategies. Of course, there were in reality a number of marketing policies of enterprises. However, these strategies only focus on increasing the outcome of the company. That is, their main focus was considered in the eyes of companies, not in the eyes of customers who buy their products. Thus, emotional marketing with a certain lesson will serve a socially responsible role that improves companies and other organizations and serve a commercial role that increases the income by building a better image than before. Furthermore, in reality, according to a survey by NICE, people say that advertisements with a certain message remain in their minds far longer than the ordinary advertisements that only emphasize the good aspects of products. Eventually, emotional marketing allows companies to better sympathize with customers' minds and consider from the viewpoint of customers , leading far better results. 

 To conclude, Korean enterprises should do emotional marketing that gives a certain message to consumers. Every day, people are exposed to many companies marketing and decide whether to buy or not according to them. In this regard, sympathizing with customers and thinking in the eyes of customers is the most important for marketing. As we can see from various examples, emotional marketing with a message makes people aware of events that are commonly regarded unimportant, but in reality seriously need to know. Also, by giving lessons that people sympathize with, it will improve the image of companies , thereby increasing selling as well. Further, it will serve the company's socially responsible role. To sum up, Korean enterprises should do the most effective , at least for now, emotional marketing with a message for companies themselves.