마케팅 및 매체환경 변화에 대한 국내 매체 전문가 인식 및 광고 회사대응 현황연구 : 매체 기획 의사 결정 과정을 중심으로

초록

Due to the fact that advertising media and marketing environment have been changing drastically, a need for change in advertising media decision making process has been increased. However there has been lack of systematic research in suggesting what might happen and should change in media decision making process. Based on the previous research, this study summarized the range of issues and conducted a survey of media planners and professors on these subjects. Specifically, this study surveyed on the importance of these environmental factors on media planning and on the impact of these factors on the media decision making process. This study also investigated what the agencies are reacting at present time. A total of 100 media planners and 5 professors were interviewed. The results indicate that media professionals perceived these changes are very serious and extensive. More specifically, they believe audience viewership change, the emergence of digital media and the progress of database technology are the main causes of these changes. Also, they thought these changes will influence on the fundamentals of the media decision making process, not just on the tactical changes. However, the results indicate the agencies are not dealing with these changes properly. And these results should tell what will happen and what media professionals should prepare for the upcoming media planning.