옥외광고 환경변화에 따른 철도광고 정책의 지향점: 이해관계자의 인식을 중심으로

Abstract

The change in the legislation on outdoor advertising is predicted to bring huge changes to the outdoor advertising market in terms of the legal acceptance of digital advertisements and the implementation of “Free marked zones.” The importance of the function and role of outdoor advertising as one of the main media of BTL is gradually increasing. As the advent of various advertisements taking in the features of OOH Media is predicted due to this reform, we should assert that the outdoor advertising market has come to a more important time than ever before. Most advertising operators who currently carry on outdoor advertising ventures see this environmental change caused by the legislative change as a big one in the advertising business, but railroad advertising is not showing much change in the already established business methods and policies. This could become a problem in the terms of its adaptability to an environmental change, and could cause already established railroad advertising media to be obsolete and unattractive. Therefore, this study was conducted to analyze environmental factors of railroad advertising related to the changes of outdoor advertising, and shed light on the future path of railroad advertising policy by researching on how railroad advertising is viewed by its stakeholders. The following study has brought out its results based on depth interviews with advertising managers in Korail Retail and Korail. The results are as follows. First, most respondents assessed the market environment of railroad advertising negatively. Second, various responses existed on the effects of railroad advertising. Third, the necessity to conduct advertising more smoothly by improving the design deliberative system has come up. Fourth, most of the respondents to the interview agreed it was necessary to implement new media of railroad advertising. Fifth, most responses on general issues with railroad advertising policies and points to improve from Korail Retail and Korail associates pointed out the inefficiency of the advertising business dichotomy. Railroad advertising is not prepared enough to effectively respond to the changes in the outdoor advertising market. It seems that we need to look back whether advertisements using transportation didn’t have stricter and firmer parameters and policies than general outdoor advertisements under the pretext of public enterprises although under the law, they should be under the supervision of the related service maintenance center. In order to enhance the efficiency of the advertising industry, we have to reform policies and maintenance systems based on the results of this research. Improving the capabilities of organizations for a smoother execution of advertising businesses is also necessary for the development of railroad advertising.