• Journal of Digital Convergence
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• v.12 no.9
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• pp.111-121
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• 2014

This study is designed to predict the total ad expenditure of Korea, and six media ad expenditures in 5 years based on the past 20 years ad expenditure date. We use annual data published by Cheil Worldwide advertising data analysis. Time series, SUR method, exponential smoothing method and regression analysis were used for exploring the data. The results showed that the total advertising expenditure in 2018 is predicted to 10,873 billion wons. On the basis of the findings, implications are discussed for academicians as well as practitioners.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2005.10a
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• pp.414-421
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• 2005

시청률은 각 방송사의 주요 수입원인 광고비 책정의 중요한 변수이다. 따라서 프로그램 편성자(Program Planner)는 경쟁 방송사의 편성을 고려한 시청률 최대화 전략을 수립하려 하며, 시청률 예측 모델을 사용하여 그 목적을 달성할 수 있다. 나아가 시청률 예측모델이 정확할수록 현재의 임의적인 광고비 책정 방식보다 정확한 광고비의 가격 책정이 가능해져 보다 합리적인 광고 및 미디어 시장 환경을 성립할 수 있다. 본 연구에서는 최근의 국내 TV 시청률 자료를 이용하여 국내 공중파 방송에 대한 시청률 예측 모델을 성립하고, 이를 이용한 시청률 최대화 전략을 제시한다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.12
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• pp.5752-5758
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• 2012

We investigate whether consumers' expectations affect managers' decisions. In particular, we examined whether the expectations that consumers make about the changes of their financial situations and family incomes are positively related to the decisions that managers make about advertising expenditures. We analyzed consumers' expectations as well as the advertising expenditures of 6,018 firms between 1991 and 2011. Our analysis supported our hypothesis. Our findings contribute to the discussions regarding the effect of consumer expectations on manager decisions as well as provide practical implications to advertising managers.