Abstract
This study aimed to present marketing communication strategy for lifestyle groups. Consumers` preference on advertisement media/information source, advertisement appeal types, and on-line media use were examined by lifestyle groups. This study was executed by web survey and off-line survey. A total of 141 data was obtained and data were analyzed by PASW 18.0. Results were as follows: First, 4 types of lifestyle groups were made up by holistic approach; `price oriented`, `traditional symbolic`, `positive life`, and `open mind enjoyment`. `Positive life type` preferred every type of ads media. `Traditional symbolic type` liked magazine and `price oriented type` and `open mind enjoyment type` thought off-line store display more important. For ads appeal types, `positive life type` preferred social oriented appeal type. Every group except `price oriented type` preferred emotional appeal type and especially `open mind enjoyment type` liked the most emotional ads appeal type.
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