“ Issue marketing ” is now a hot item . “ Issue marketing ” is to connect social issues like World Cup , Olympics , or national elections to business . With the rise of one - person media , a new enterprise promotion strategy produces and expands issues through 39 million netizens ’ “ peom ” culture and gossip . “ Peom ” culture refers to Internet users ’ act of collecting information from mini homepages , blogs , or homepages . Issue marketing is used as a strategy to attract consumers ’ attention to new products or services through expected or unexpected responses from netizens or rivals . It is distinguished from “ noise marketing , ” which is used by entertainers to attract attention through rumors . Issue marketing is a more positive marketing technique in that it uses not a one - time or unproductive debate but various means under one theme to transmit information . LG Telecom ’ s issue marketing is a hot topic in the advertisement market . Kim Dae - yeong , chief of LG Telecom marketing unit , which planned a teaser with the peculiar theme of “ telephones run away from home , ’ said , “ Kibun Zone service is an invisible communication service , so we made a teaser ad to explain our service ’ s strengths and attract attention . ” Unlike other one - time teaser ads , Kibun Zone service is a teaser ad in series . In two months after it was launched , Kibun Zone service has attracted 50 , 000 subscribers . It is so popular that LG Telecom raised their goal for this year from 70 , 000 to 100 , 000 subscribers . With this successful issue marketing for Kibun Zone service , it is said that LG Telecom ’ s enterprise strategy has become more aggressive . There is a forecast that LG Group 3 Coms ( LG Telecom , Dacom , and LG Powercom ) will employ more active and aggressive communication policies . On the other hand , some think that issue marketing simply expands and promotes shallow business tricks . / Reported by Pak Min - cheol , mindom @ fnnews . com ※ Copyrights ⓒ The Financial News . All rights reserved . This article may not be published , rewritten or redistributed .