• Venture DIGEST
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• s.129
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• pp.48-48
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• 2009

기술력은 뛰어났지만, 다양한 마케팅 툴을 필요로 하는 중소벤처기업에게 즐거운 소식이 있다. 바로 한국방송광고공사(이하 코바코)가 최근 우수 중소기업에 대해 파격적인 지원을 하겠다고 밝힌 것. 무겁기만 했던 중소기업의 어깨에 날개를 얹어준 코바코 오의상 영업1국장을 만나 이에 대해 이야기를 나눠봤다.

• The Journal of the Korea Contents Association
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• v.12 no.3
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• pp.95-101
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• 2012

The advent of the multiple media representatives system make the competition in the advertising industry. In this sense, both advertising industry and academic field have interested in construction and application of public infrastructure for broadcasting advertising. More specifically, this work analyzes the value of Kodex in the smart media system. Also, this study explores a basic set of application plan of Kodex as the public infrastructure. As a result, it is necessary to build transaction system infrastructure, ads contents application infrastructure, ads promotion infrastructure, and new profit creation infrastructure in the KOBAnet and KODEX. This study, as a leading research for the application of broadcasting advertising infrastructure, aims to provide some practical implications and suggestions for further research.