地方新聞 廣告促進의 方案에 관한 硏究 = Studies on Local newsspaper company advertising promotion research

다국어 초록 (Multilingual Abstract)

In Korean society, local media means regular divisions by administrative districts: indeed, it means media acts in every
small and big divisions. But among these, we can say all the local paper and local broadcasting are the best choices of all. But the programs of broadcasting are connected to the center and it does not affect much. Therefore, the main media are the local newspapers that are Published in every district . If our ultimate aim is to creating a perfect democratic society that everybody participates actively and Inlows their responsibilities, we need to the act of local media most of all.
The success of democratic society depends on the local media that secures the freedom and delivers the ideas of local people.
Due to Internet expansion, the informal ion-oriented society is growing rapidly, environment of media is changing fast and because of necessity of various and economical informal ion, the importance of the local newspapers is emphasized.
For the activation of the advertisement market , the local media must try to play their role earnestly, and then, from the
enhancement of the locality and distractive strategy is it approved to be the first local newspaper by the local people. And it needs to find the ways of activation of ad marketing base with new strategy establishment. Analysis of the problems from Chapter 4. To make this happen, they should cause the customer's interest and establ ish new market ing strategy, through the scientific decision of ad fee, database about local newspaper ad market. Also they should understand the democratic marketing circulat ion which has market competition Power, and enhance economic strength through the marketing competition structure .
So the local media should provide competitive products, and have marketing oriented mind, ahninistrative mind which can be a help to the local media envirownental improvement. They should have scientific marketing access and be realistic without unscientific market mE access and bluffs so far.

목차 (Table of Contents)

• 목차
• 表目次 = iii
• 圖目次 = v
• I. 序論 = 1
• 1. 問題提起 = 1
• 2. 硏究方法 = 5
• 3. 論文의 橋成 = 6
• II. 地方新聞 廣告어 대한 考寮 = 7
• 1. 地方新聞의 定義 및 役割 = 7
• 2. 地方新聞의 特性 및 分類 = 10
• 3. 廣告의 定義 및 機能 = 18
• 4. 廣告戰略과 販賣促進 = 23
• 5. 新聞廣告의 效果 = 37
• III. 中央紙와 地方紙 廣崙比較 = 40
• 1. 中央紙와 地方紙 比較(廣告 現況) = 40
• 2. 地方新聞 廣告現況(慶南地域을 中心으로) = 50
• IV. 地方新聞 廣告의 問驪點 = 53
• 1. 地方新聞 廣告市場의 精造的 問題 = 54
• 2. 廣告費 策定의 問題 = 57
• 3. 廣告費 對 紙貸 不均衡의 問題 = 60
• 4. 臟力濫略에 따른 地方新聞廣告의 政治性 = 65
• 5. 過熱競爭과 廣告 市場의 歪麟 = 69
• V. 地方新聞 廣營 促進 方案 = 71
• 1. 地方新聞의 位湖 定立 = 71
• 2. 地域性 확보에 따른 差別化 强化 = 73
• 3. 合理的인 廣告市場 造成 = 75
• 4. 廣告 活性化 마케팅 戰略 樹立 = 79
• Vl. 地方新聞의 廣告 戮展方向 = 83
• 1. 廣告의 發展方向 = 83
• 2. 硏究의 限界性 = 85
• <參考文獻> = 86
• = 88