In-House Advertising Agency－Korean Way of Doing Business?: An Exploratory Study of Korean In-House Ad Agency
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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.
Abstract
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.
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