[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 지방광고주의 광고회사 선정 및 평가에 관한 실증 연구

출처: 한국방송광고공사 - 광고연구

Abstract

An Empirical Study on Advertising Agency Selection and Evaluation of the Local Client

Ha, Bong-joon(Assisitant Professor, School of Mass Communication, Youngsan Univ.)
Rhee, Sang-hoon(Full-time Lecturer, School of Mass Communication, Youngsan Univ.)

 

The purpose of this study is to make empirical investigation into advertising agency selection and evaluation of the local client for the local agency’s developing plan. The following research questions were formulated for this study.

1. What are mainly considered factors when the local client selects a agency?

2. How is the local agency evaluated in comparison with the agency that is located in Seoul?

3. What should be improved for the development of the local agency?

To get the proper answers, a total of 172 persons who have been employed in local agencies and clients located in Busan, Ulsan and Gyeongnam-do are surveyed for this study. T-test, factor analysis and regression analysis were chosen as the appropriate statistical techniques. The main results are:

1. The local client considers transaction and cost more importantly when they selects a agency.

2. The local client estimates that local agency is better than the agency in Seoul about transaction and cost.

3. The local client wants the local agency to improve its own abilities - advertising planning, marketing consulting, IMC, research and creative power.

 

Key words : local agency, local client, advertising industry, client satisfaction