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http://dx.doi.org/10.14400/JDPM.2014.12.1.263

The Attitude on Introduction Method of In-Program Advertising in Terrestrial Broadcasting Television: Comparison of Public and Professional Awareness  

Joung, Jin-Tack (Dept. of Advertising & Public Relations, Korea National University of Welfare)
Kim, Koosung (Dept. of Marketing Channel Management, Kyungbok University)
Publication Information
Journal of Digital Convergence / v.12, no.1, 2014 , pp. 263-271 More about this Journal
Abstract
Era of multi-channel digital multimedia on the Internet, cable, satellite and IPTV and the growth of new media such as terrestrial broadcast advertising with the poor rating has also dropped sharply. In this situation, terrestrial TV suggesting the introduction of in-program advertising appearing comments. In this study, the introduction of these intermediate advertising the public and professional awareness about the issue by comparing the introduction of in-program advertising feasibility was done in the purpose. Studies on terrestrial TV suggesting the introduction of in-program advertising and public opinion about the differences in perception between experts is high. The introduction of in-program advertising validity of these data for future in-program advertising to provide a basis for enforcement is expected to give.
Keywords
Terrestrial broadcast; In-program advertising; Advertising Regulation for Total Amount;
Citations & Related Records
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