광고전략 기획자의 심리적 속성이 창의성과 지각된 업무성과에 미치는 영향에 대한 실증적 연구 = An Empirical Study of the Affects of Psychological Attributes of Advertising Strategy Planners' on their Perceived Creativity and Work Performance

국문 초록 (Abstract)

경쟁의 심화, 브랜드 간의 차별성 감소 추세 속에서 마케팅 활동 중 창의적 광고 활동에 대한 기업의 관심은 날로 증가하고 있고 관련 업계나 학계에서도 이와 관련된 연구가 다양하게 이루어지고 있다. 하지만 광고의 창의성에 관한 많은 연구들은 주로 광고물의 창의성, 즉 어떤 광고물이 창의적인 것인가 하는 점과 광고 제작 업무가 보다 창의적으로 진행될 수 있는 조직 차원의 요소나 특징 등에 주로 초점이 맞춰져 왔다. 그러나 효과적이고 창의적인 광고를 위해서는 이러한 시스템뿐만 아니라 실제 광고 산출 과정에 투입되는 인력의 창의성이 중요하게 고려되지 않을 수 없다. 따라서 본 연구는 근래 광고대행사가 보다 창의적 광고활동을 하기 위해 도입하고 있는 전략 플래닝 시스템에 발맞추어 전략 플래너를 중심으로 이들의 창의성을 결정하는 변인이 무엇이며, 이들 변인들의 상대적 효과가 어떠한지를 점검하고자 한다. 구체적으로 Carl Jung의 이론을 기반으로 창의성에 영향을 미칠 수 있는 개인의 심리 속성인 외향성, 직관, 이해성, 감성성이 창의성에 미치는 영향력을 점검하였다. 아울러 창의성이 업무성과에 긍정적인 영향을 미칠 수 있다는 다른 영역의 논의를 바탕으로 창의성이 실제로 광고영역의 성과에 긍정적인 영향을 미치는지 확인하고 아울러 성과에 영향을 미칠 가능성이 있는 다른 변인들(내적요인 중심사고, 개방성)의 효과를 함께 살펴봄으로써 이들 변인들 간의 구조적 관계에 대한 이론 및 실무적 시사점을 제시하였다.

다국어 초록 (Multilingual Abstract)

Ad agencies have made a great deaf of efforts to enhance ad campaign creativity and marketing performances. One way to do that organizationally is to implement strategic planning system or account planing system. The account planning system aims more effective and creative ad campaign with an emphasis on the in-depth analysis of consumers for the development of effective ad campaigns. Ad agencies, on one hand, focus their management on the quality or creativity of individual advertisement, white they try to foster organizational creativity that would promote strategic planning and creative staffs to carry out their jobs in more creative ways. In fact, the importance of the creativity of an individual staff can't be overstated, but the reality is that the topic has long been neglected in the academic advertising research.
This study is to make a particular reference to the individual staff, especially for the strategic planners in ad agencies, to discover what psychological attributes are related to the creativity and their performances. This is based on MBTI(Myers and Briggs) which originates from Carl Jung's typology. Secondly, there are few studies on the relationship between individual's psychological attributes and creativity, neither in specific fields such as advertising professionals. Thirdly, this study is to examine whether creativity is actually related to the ultimate performance. And, the effects of 'openness' and 'the locus of control' over the performance will be also examined. 231 ad campaign planners were interviewed as they were sampled conveniently. As results, this study indicates that extroversion[as opposed to introversion], intuition[as opposed to sensing], perception[as opposed to judging] are significantly re related to the creativity. However, unlike some of the past studies thinking(in the way of making decisions] is found to be more related to the creativity rather than 'feeling'. It seems that the subjects of this research are oriented toward logical decision making because their academic background comes mainly from cultural sciences or social sciences. The hypotheses related to the relationship between creativity and performance were supported, including marketing performance and feedback from organization and client, It reveals that creativity is highly related to the performance in the ad agencies. This research intend to delve into the relationship between psychological attributes and creativity for the advertising planners with particular concern to what factors influence performance including creativity. From the practical point of view, this research results hope to shed a new perspective on the development of recruiting and training system for ad agencies or advertising related jobs.

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