• Korean journal of communication and information
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• v.33
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• pp.169-191
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• 2006

Changing our monopoly broadcasting advertising system into free competition system may give rise to serious troubles that intensify commercialism of broadcasting and reduce diversity of public opinion. In the boundaries of public interest out of danger, korean broadcasting system should adopt a system that partially adopts the principle of free market. Broadcasting advertising sale system affect the whole broadcasting system because it functions as an effective capital-resource provider. Thus, it affects the broadcasting policies' righteousness and efficiency. Due to the non-elastic nature of the total advertising market, broadcasting advertising's size affects other media's capital allocation process. Therefore, broadcasting advertising sales system not only affects broadcast's social duty and public interest, but also affects the whole media industry. First, provide fair and open-competitive measures to support broadcast sales policy so that the market-based system can be run smoothly. Second, block any un-due influence from advertisers by separating production/programming and advertising sales. Third, sustain public broadcast system, not based on the advertising sales but based on the subscription fee. Fourth, social intervention of the advertising market. Fifth, provide policies that can set up multiple media channels/outlets and public opinion. By providing the minimum capital resources to the public broadcasting system, the broadcasting system can act on its public-interest duty and support the people's right-to-know rights.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.9
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• pp.394-400
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• 2016

This study reviewed critically the music regulations of broadcasting advertising and analyzed the post reviews of Korea Communications Standards Commission(KCSC) to find their problems and suggest alternatives for their improvements. As general core regulations, lyrics changes of children's song is banned except in non-commercial public advertising and lyrics changes to folk songs are permitted unless it includes the product related expressions, such as brand name; both of their arrangements are permitted. According to the items, the lyrics of the CM song of drug advertising should not include its brand name; alcoholic beverage advertising is banned if the lyrics of the CM song include product-related brand name or an expression encouraging drinking. The rationales of these regulations of restrictions or prohibitions of music in broadcasting advertising are unclear and are insufficient. Therefore, it will be necessary to improve them based on the evidence or knowledge by more valid research in the future.

• 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.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.1
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• pp.45-54
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• 2020

One of the typical characteristics of smart media is that it is interactive, which shows a different form and property from the existing mass media, and also changes the way users use it. This change requires a different system from the existing method in the advertising process strategic model for effective interactive advertising in smart media. We attempted to derive an effective smart media interactive advertising process strategic model by understanding the interactive advertising processin smart media that is expected to continue to grow asthe main market of the advertising market and identifying the constituent factors. To this end, We analyzed the preminiary research results of interactive advertising and organized expert panels for the Delphi method and reflected their opinions and evaluations. The components and factors of interactive advertising were found and the effective interactive advertising process strategy model in smart media was derived from this study.

• Journal of Technology Innovation
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• v.14 no.1
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• pp.227-254
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• 2006

Under the recent trend of telecommunications and broadcasting convergence, much more various forms of new convergence broadcasting services are being introduced than ever before. Owing to the unique advantages, new convergence broadcasting services are expected to bring drastic changes to the current broadcasting service market. In this research, we attempt to examine what kind of attributes critically affect the competition among new convergence broadcasting services, and how much competitive they will be, based on the quantitative information about consumer preferences for the important attributes of new convergence broadcasting services. Conjoint survey was used in order to obtain stated preference data of consumers. From the results, some implications are obtained as follows. First, even though new convergence broadcasting services have many unique advantages, still price is the most important for the consumers. Second, it is expected that considerable consumer valuation exists for the unique advantages of new convergence broadcasting services like mobility and dual-way interactivity, which will add the competitiveness of those services in the future. Third, since midterm advertising puts negative utility on consumers, broadcasting services with midterm advertising will not be preferred to those with neither advertising nor midterm advertising. Fourth, service coverage and the number of consumers using the same broadcasting service have a significant feedback effect on the competition between broadcasting services from the dynamic aspect. Lastly, the consumer preference can be affected by demographic variables like age and gender, and broadcasting service usage patterns such as channel switchover for escaping advertisement and frequency of using other recorded media. Main findings of our research might become useful information for both telecommunication and broadcasting companies, contents providers, advertisers, and policy and regulation makers to cope with the uncertain environment of telecommunication and broadcasting convergence.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.2
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• pp.66-76
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• 2020

We The 4th industrial revolution, the core characteristics of super-intelligence, hyper-connective, and ultrareality, has been actualized. New technologies such as artificial intelligence, big data, the Internet of Things, and high-tech video have begun to be applied to media and advertising. With the introduction of new technologies in the advertising field, innovative changes in advertising types, advertising effects, advertising methods, and advertising contents are expected. Accordingly, We intends to design a future advertising roadmap development by predicting how future advertising will change and develop through future technologies in the 4th industrial revolution era. To design the roadmap, this study analyzes changes in advertising technology, consumer, and media as changes in the advertising environment in the 4th industrial revolution era, and identifies the core changing trends, advertising factors in future advertising through the Delphi Survey on experts in advertising and future fields. We identifies how the future advertising technology, types, media, effects, and fields are developed by the changes of future advertising environments, including technology, consumers, and media in the 4th industrial revolution era. Hence it is expected to help the advertising industry and experts to prepare for future changes.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.2
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• pp.267-275
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• 2021

The advent of the "un-tact 2.0 era," described as a "new normal non-face-to-face social relationship," accelerates the transformation of the living paradigm as a fully digital mediated social relationship. The emergence of these new forms of digital behaviors and mediated relationships significantly influences the industry prospect and consumers' individual lives. Advertising has played a decisive role in moving the formation forces of society, creating a dynamic flow of the capitalist system across races and geographical boundaries. Its role will become more fundamental in the physical contactless environment due to the COVID-19 outbreak. Accordingly, advertising has changed and modified its shape and meaning throughout history to adapt to the dynamic external environment. In this article, we illustrated four primary stages of the evolution in the advertising industry from simple advertising to convergence of advertising. Finally, we also identified the challenges of the present advertising industry and the paradigm transformation of "un-tact 2.0" with various related examples.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.3
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• pp.135-148
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• 2023

The Code of Ethics for Newspaper Advertising in Korea, first implemented in 1976 and subsequently revised in 1976, 1996, and 2021, is a critical regulatory instrument for the country's advertising sector. However, the specialized domain of "advertising ethics," particularly the "code of advertising ethics," remains under-explored. This research addresses this scholarly gap, providing an empirical analysis of the 2021 amendment's revision trajectory. This study employs a robust methodological approach, integrating expert interviews and small-group AHP-based surveys. This approach allows for a comprehensive understanding of the revision needs, referencing existing ethical codes studies, and comparing similar ethics codes nationally and internationally. The research further investigates key challenges such as personal data protection and copyright issues in the rapidly evolving digital media landscape, while preserving the existing code's inherent value. The findings are expected to significantly contribute to the emerging field of advertising ethics in Korea, offering practical implications for future code revisions.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.4
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• pp.137-147
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• 2020

The Corona 19 pandemic is bringing a big change in the fields of politics, economy, society, culture, environment, ecosystem, science and technology, and business management activities and advertising. Therefore, in this study, after the Corona 19 pandemic, we predicted how the characteristics of future advertising and the types of future advertising will change, and we studied countermeasures. We used, a method of analyzing related literature and the Delphi Survey method predicting the future, as a research method. As expert Panel, the subject of the Delphi technique survey, we recruited 30 experts in the field of advertising and future fields with professional insight. We study to predict how the characteristics of future advertising and the types of future advertising will change according to changes in the advertising environment such as social changes, business changes, and consumer changes after the Corona 19 pandemic. In order to cope with these changes in future advertising, it is necessary to actively prepare the advertising industry and advertising experts. Therefore, we suggested countermeasures so that the advertising industry and advertising experts can understand and respond for future advertising changes.

• Korean journal of communication and information
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• v.43
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• pp.282-313
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• 2008

Advertising is both applauded and criticized for its characteristics and roles on society. Advertising environment is changing and developing. The important changes in advertising are fragmentation of traditional media, growth of new media, and increasing clutter. The major issue in advertising and broadcasting system in Korea is reintroduction of in-program advertising on terrestrial television stations. The purpose of this study is investigate the responses of viewers to in-program advertising. This study considers program genre as mediating variable which may affect the viewers' responses to in-program advertising. Independent variables of this study are the insertion of in-program advertising (insertion/non-insertion) and program genres(news/educational/drama/entertainment program). Dependent variables of this study are viewers' responses, attitude towards broadcasting station and attitude towards advertiser. This study was run as a $2{\times}4$ factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly assigned each subject to 1 of the 8 treatment groups. The result of this study shows that in-program advertising induces negative responses of viewers, attitude towards broadcasting station and advertiser. And this study found that viewers showed the negative responses to in-program advertising regardless of program genre. The findings of this study illustrate the need of consideration and planning of in-program advertising to protect viewers' right.