방송광고 시장의 현황과 문제: 가격 및 판매를 중심으로

Abstract

Major broadcasting corporations have been experiencing the financial difficulties, resulting from the relatively low sales of advertising. This is partly because they did not adjust to the rapidly changing environment such as media fragmentations and market segmentation. It can be also attributed to the lack of improvements in the current sales practices of the monopolistic media representative. This study is designed to identify the problems of broadcasting advertising by investigating the perceptions of the following relevant parties: advertising personnel in broadcasting corporations, media planners & buyers of advertising agencies, advertisers, and salespeople in the media representative, Korean Broadcasting Advertising Corporation. Major findings indicate the needs to change the current cost-based pricing strategy and adopt the market-oriented principles such as ratings to reflect the value of advertising. There were also strong voices to enhance the sales professionalism of the media representative and discontinue some of sales practices, including package selling, which do not mee the demand of purchasers.