인하우스 광고 대행사－한국 광고 대행사의 비지니스 방식인가? : 한국 인하우스 광고 대행사에 대한 탐험적 연구

• 영문명: In-House Advertising Agency－Korean Way of Doing Business? : An Exploratory Study of Korean In-House Ad Agency
• 발행기관: 한국광고PR실학회
• 저자명: Nam-Hyun Um
• 간행물 정보: 『광고PR실학연구』제10권 제2호, 193~215쪽, 전체 23쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2017.05.31

영문 초록

This study investigates Korean advertising practitioners’ perspectives on the Korean advertising industry, specifically on the in-house advertising structure, its positive and/or negative effects, and the relationship between an advertising agency and its clients. Participating in this study are a total of 136 Korean advertising practitioners from five in-house agencies and four independent agencies. The study results suggest that in-house agencies threaten the growth and even the survival of medium-sized independent agencies. The study concludes that to rectify this situation, the advertising industry should implement its self-regulatory policy. The study also finds that the relationships between advertising agencies and clients are generally worse within in-house agencies. To foster and to build a sound relationship, partnership between the agency and the clients should be built on mutual respect of their tasks. More managerial implications of the study are provided in discussion.

목차

Introduction

LITERATURE REVIEW

RESEARCH QUESTIONS

METHOD

RESULTS

DISCUSSION

LIMITATIONS AND AREAS FOR FUTURE RESEARCH

키워드

Advertising practitioner,in-house agency,independent agency,Chaebol