지역 케이블TV 광고시장의 활성화를 위한 연구 : 부산·울산·경남지역을 중심으로 = A study on search for revitalization of regional cable TV advertising market : focusing on Busan, Ulsan, and Gyeongnam province

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze the current status and problems of cable TV commercials and suggest solutions for the problems. Cable TV commercials are region-specific advertisements and the target advertisers are businesses, individuals, and public institutions. It has the advantages of raising concentration through region-specific commercials and improving awareness level through frequent exposure of commercials. Despite these characteristics, local advertisement market is shrinking due to nationwide advertisements centered on terrestrial TV and advertisements through new media such as mobile and internet. In case of cable TV commercials, there has been lack of scientific validation for advertising, and it is required to improve the quality of advertising products and to break from the business method centered on multi-level marketing and improve unit price.
In order to analyze these problems in detail, this study analyzed relevant documents in and out of Korea and conducted the first positive research on cable TV commercial market in Busan, Ulsan, and Gyeongnam. Then targeting 97 people involved in the cable TV commercial market in Busan, Ulsan, and Gyeongnam, a survey was conducted on their perception of the current status of local advertisement market and future prospect. The analysis of the collected data shows that workers in advertising and advertisers perceive the influence of cable TV as an advertising media to be high, while clearly understanding the above mentioned problems of cable TV commercial market. Therefore, this study suggests the development of mobile searching service for local advertisement as a way to solve the problems of cable TV commercial market and promote local advertisements.
Until now, TV commercials were produced through a single media and mobile and internet advertisements were made separately. So despite the high possibility that the two medias can be combined, the two were recognized as separate markets, and advertisers had go through totally different process to run ads. In contrast, the convergence business model suggested in this study makes it possible to use both TV and mobile medias with one production of advertisements. Through this, advertisers, who play the most important role in advertisement market, can cut down costs, time, and production process and can have convenience and cost saving effect.

국문 초록 (Abstract)

본 연구의 목적은 지역 케이블TV 광고시장의 현황 및 문제점을 분석하고 이를 해결하기 위한 방안을 제안하는데 있다. 지상파 중심의 전국구 광고, 모바일 및 인터넷 중심의 뉴미디어 광고로 인해 지역 광고시장이 갈수록 위축되고 있다. 또한 케이블TV 광고의 경우 광고효과에 대한 과학적 검증이 미비하였고, 광고제품에 대한 질적 개선, 다단계 성격의 영업방식과 이로 인한 단가체계의 개선이 요구되고 있다. 본 연구에서는 부산․울산․경남지역의 케이블TV 광고시장 참여자 97명을 대상으로 지역 광고시장에 대한 현황 및 전망에 대한 인식조사를 실시하였다. 수집된 자료를 분석한 결과, 광고종사자와 광고주는 지역 케이블TV가 가지고 있는 광고미디어 매체로서의 영향력을 높게 인식하고 있는 반면, 위에서 언급된 지역 케이블TV광고시장의 문제점을 명확히 인식하고 있었다. 그러므로 본 연구에서는 지역 케이블TV광고시장의 문제점을 최소화하고 지역광고를 활성화하는 방안 중 하나로 지역광고의 모바일 광고검색서비스 개발을 제안하였다. 지금까지 TV 광고 제작이 TV라는 단일 매체를 통해서만 노출되었고 모바일 및 인터넷 광고도 별도로 제작되었다. 본 연구에서 제안한 융합 비즈니스 모델에서 한 번의 광고제작으로 TV와 모바일(인터넷) 매체를 모두 활용할 수 있다. 이를 통해 광고시장에서 가장 중요한 역할인 광고주는 비용 및 시간, 제작과정 등이 매우 간소화되어 편의성과 비용절감 효과를 누리게 된다.

목차 (Table of Contents)

• Ⅰ. 서 론································································································· 1
• 1.1 연구의 배경 및 필요성······························································· 1
• 1.2 연구의 범위 및 방법··································································· 3
• Ⅱ. 관련연구 분석··················································································· 4
• 2.1 지역 케이블TV 광고시장 현황················································· 4
• 2.2 지역 케이블TV 광고시장의 문제점········································· 8
• Ⅲ. 부산․울산․경남지역의 케이블TV 광고시장 현황 분석····· 13
• 3.1 지역 케이블TV 광고시장의 경영실태··································· 14
• 3.2 지역 케이블TV 광고 제품 및 광고주 분석························· 16
• Ⅳ. 지역 케이블TV 광고시장에 대한 분석: 광고주, 광고대행사 및 제작사, 지역방송사 관점에서············ 21
• 4.1 설문개요······················································································· 21
• 4.2 연구문제······················································································· 23
• 4.3 연구결과······················································································· 26
• V. 광고검색서비스를 활용한 지역 케이블TV 광고의 융합비즈니스 모델··································································································· 34
• Ⅵ. 결 론······························································································· 41
• 6.1 연구결과 요약 및 연구 기여점··············································· 41
• 6.2 한계점 및 향후연구 ································································· 43
• 참고문헌······························································································ 44
• 부록······································································································ 46
• Abstract ································································································ 49