企業PR廣告가 企業 이미지 형성에 미치는 영향 : 대학생을 중심으로 = (The) influence of the corporate PR advertising on the corporate image formation : Centering around undergraduates

다국어 초록 (Multilingual Abstract)

The purpose of this study lies in getting an effective suggestion in the strategy of the corporate PR advertising, by studying the undergraduates' recognition about the corporate PR advertising, making the principle of a social responsibility of the corporation as its concept, as for the strategy of the corporate PR advertising. Also, in this study, I intended to understand the degree of undergraduates' recognition about the advertisements, and how much the corporate PR advertising is making a contribution to their course selection.
In order to achieve the purpose of this study, I am intending to examine the role of the corporate PR advertising, and influence on the corporate image and corporate PR advertisment in connection with the management of the corporate image, describing about the meaning and essence of the corporate PR advertising, and persuasion communication constituting the theoretical background of the PR activity, through the documentary records.
In a positive study and analysis, I intend to make clear how much the corporate PR advertising is contributing to the undergraduates' course selection and reconsideration of the corporate image.
For this purpose of study,
A. How is the undergraduates' interest in the corporate image?
B. How is the degree of the undergraduates' interest in the corporate PR advertising?
C. How is the role recognition given to the undergraduates by the corpo rate PR advertising?
D. Is the corporate PR advertising having influence, when the undergrad uates select their course?
E. Is the corporate PR advertising having influence on the undergradu ates' desire for employment?
setting up these problems, I am planning to examine and analyse, by constructing questions.
The purpose of this study is to look into closely how the undergraduates are perceiving the corporate PR advertising, and also, whether it is contributing when they select their course, or find employment after graduation, through the corporate PR advertising.
In this study, I intended to make the corporate image as a standard of the undergraduates' selection of corporation, or degree of desire for employment.
Looking into the trust in the advertisement to understand "The general tendency to the advertisement the result was as follows; 84.3% of the students replied that they trusted it on the whole, and, 2.9% replied they fully trusted it. Considering the total amounts to 87.2%, putting together them, it can be said that the various wants for the information have been realized through the newspaper advertisement, as the undergraduates' trust in the advertisement was shown considerably affirmative. Here, asked about "The reason of the distrust, if any, in the advertisement", 34% of the respondents replied it is the exorbitant and exaggerated advertisement, which is the most important factor leading to the distrust in the advertisement, and so, I can say that, above all, the honest advertisement activities, based on the fact, are required.
1) Analysis of the result for the study problem 1
In the question about "The corporate image and its real aspect" to understand 「How is the undergraduates' interest in the corporate image ?」, 20.6% replied that they are the same, while 62.5% replied that they thought as just so and so. Therefore, judging on the whole, it can be thought as affirmative. However, even if the corporation's real aspect is identical, corporate image may become different to every person, and so, I think that the corporation management should be unfolded transparently, based on the consciousness and perception for the public character.
Also, in the question about "The acquisition of infomation about the corporate image", 48.3% replied as the corporate PR advertising. Moreover, it can be analysed that they are generally obtaining the information about the corporation through the corporate PR advertising, though they are also acquiring the information by means of the corporate publicity activities or personal communication activities, such as social public opinion or merchandise advertisement and so on, not the corporate PR advertising, in getting the information about the corporation or other related information.
Next, in the result of analysis about the question that "Does a good corporate image have influence on the goods?", it was revealed that the corporate image and sales of goods are closely connected with each other, as 95.3 % of the respondents replied that it was helpful. As a well-built corporate image shows the glory effect like this, it can be said that it could have influence on the good image for the corporation and sales of goods in the long run.
Besides, as for "The necessity of advertising activity to elevate the corporate image", 53.4% replied that it is surely necessary. So, considering that it was shown as 93.1%, including 39.7%, which replied that it is necessary, this is the evidence to prove that the corporate PR advertising becomes a very useful means to the formation of the friendly corporate image intended by the corporate. Therefore, I can say that more concrete corporate PR activities that can be communicated precisely is required.
2) Analysis of the result for the study problem 2
As for the result of analysis about the question that 「How is the under-graduates' interest in the corporate PR advertising?」, the respondents re-plied that they saw the photograph and illustration(picture) first of all (66.5 %), in the question that "Looking at the corporate PR advertising, what do you see first, and what part needs improvement?". And, it was shown that photograph and illustration also needed improvement, accounting for 49.9% of the responses.
Illustration or photograph can leave a strong impression, and can appeal to readers, drawing their attention and interest visually. Therefore, gradually, as the advertisement to show something, not the one to be read, in pro-portion as the undergraduates' interest also is centered on this, the medium of illustration and photograph will be accepted and developed more actively, and then, they will have to be studied so that they may appeal.
In "The survey of the corporate PR advertisements perceived by the undergraduates", by group, it was shown in the order of LG Group (34.7%), Samsung Group (31.6%), Hyundai Group (7.2%), and SK Group (6.6%). Concretely, as for the frequency of the corporate PR advertisements, it was shown in the order of 'Another family' of the Samsung Group's affiliate (26. 4%) and LG Group's 'I love LG.' (23.1%). Besides, it was shown that there were SK Groups 'Sunkyung, the corporation cultivating man, ' (4.1%) and, 'SK Telecom' (2.7%), and Korea Telecom's 'PCS 016' as minor opinions.
3) Analysis of the result for the study problem 3
The result about the question that 「How is the role recognition given to the undergraduates by the corporate PR advertising?」 is as follows: in the survey of perception for the degree of a favorable impression regarding the question that "Did the corporate PR advertisements given in the questionnaire express well the merits of the corporation?", 69.2% replied that they did so moderately, while 24.4% replied that they did so indeed. All told, ac-counting for 93.6%, it was shown that the degree of understanding was more than the average, and so, it can be judged that they expressed the proper merit of each corporation in their own way.
Next, in the survey of friendliness regarding the question that "Do the corporate PR advertisements given in the question make you feel friendly to the corporation?", 75.5% replied that they moderately did so, while 18.5% re-plied that they did so indeed, and so, it is judged that the degree of under-standing also was more than the average. Therefore, I can say that the readers increase the friendliness toward the corporation by looking at the corporate PR advertising.
Besides, regarding The degree of insertion of the corporate PR advertisements in a daily newspaper", 48.5% replied that it was moderate, while 14.9% replied that they should be more inserted. But, I think that it has little meaning enough to interpret, even if there is some statistical meaning.
4) Analysis of the result for the study problem 4
In the question that 「Is the corporate PR advertising having influence on the undergraduates' course selection?」, it was shown that 24.4% thought that they found it better regarding "The degree of a favorable impression on the corporation after looking at the corporate PR advertisements printed ordinarily in a newspaper, .or, given in this question survey." Considering 69.2%, which replied that it was moderate, as an affirmative response above the average, we can see that the undergraduates have a high degree of interest.
Also, 27.6% of them replied that "It gave help in the selection of course, while 57.3% replied that it was moderate, and so, it is considered as an affirmative thinking above the average as well. Given this result, we can see that the undergraduates are getting a little help in understanding the corporation through the corporate PR advertsing, and so, it can be interpreted that the expectation effect of the corporate PR advertising to the undergraduates is very high. This shows that it is possible to make the corporate image elevation that the corporations need, and so, it is analysed that the corporation should recognize the importance, and insert the corporate advertisement more actively, in that it can induce the able persons of the future.
5) Analysis of the result for the study problem 5
As for the question that 「Does the corporate PR advertising have influence on the undergraduates' desire for employment?」, I have conducted the survey, dividing into two parts, such as "The corporation in which you have interest, and the corporation in which you desire to find employment". The corporations of their interest were shown in the order of Samsung Group (45.5%), LG Group (19.6%), and Hyundai Group (16.6%), while, the corporations in which they desire to find employment were shown in the order of Samsung Group (46.1%), LG Group (20.0%), and Hyundai Group (12.2%), indicating that the rankings of two sections are equal.
Also, as for "The reason that you selected it as the corporation of interest ", their responses were in the order of the good corporate image and progressive business management, accounting for 57.0% and 25.3% respectively. While, as for The standard of selection for the corporation in which you de-sire to find employment", their responses were in the order of the corporation's growth possibility, stable guarantee of status, and good working conditions, accounting for 38.5%, 24.0%, and 20.9% respectively. Like this, they showed a tendency of preference to the corporation with a good corporate image, and I think that they did so in the judgment that the corporation with a good image may have a possibility of growth, or it can guarantee the status stably. Also, the undergraduates are placing the priority to the corporation's possibility of growth as the standard of employment in selecting their course, as they seek to develop themeselves and to serve faithfully within the corporation in accordance with a more stable guarantee of status for the corporation, and its growth possibility. It can be said that this shows their realistic thinking.
Putting together the study results viewed from the above background, I can say that the undergraduates have a high-degree interest in the corporate PR advertising, and its role is also making an active contribution. Furthermore, it can be analysed that the corporate PR advertising is playing an affirmative role in their selection of course.
So, I could get the conclusion that the influence of the corporate PR advertising on the undergraduates is very great, and considering that the corporate image is having effects on the selection of course as well, I think that the corporations or advertising agencies should PR continuously in the various media as well as a daily newspaper for the sake of the favorable corporate image formation.
In the strategy of expression also, I think that they should reserarch and develop much more progressive and persuasive corporate message well-matched to the times. For this, it is needed that the top management of the corporation should recognize the importance of the corporate PR correctly, and it is also necessary to train the specialists to take charge of PR.
As I mentioned before, owing to the severe depression, the outlay for the advertisement is decreasing, but, it is considered that the weight that the corporate PR advertising occupies in the outlay for the advertisement should be rather raised. This means that both the corporations and consumers should exist, live and progress together, and it is the reason that the necessity or importance of the corporate PR advertising is emphasized much more.
Finally, what should be still more stressed is that it must not become a dazzling advertisement to ridicule and deceive the consumers or the public with a plausible wordplay if the corporate PR advertising is to succeed. As the merchandise advertisement becomes false and exaggerated one if it is not consistent with the true nature of the merchandise, the corporate PR advertisement also will not be able to avoid the arrow of the consumers' discredit and criticism of which the corporation is afraid, if the corporate PR advertisement is not consistent with the true aspect of the corporation, and it does not show the efforts suitable for it.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론 = 1
• 1. 문제의 제기 = 1
• 2. 연구 목적 = 3
• 3. 연구 방법의 개관 = 4
• Ⅱ. 이론적 배경 = 5
• 1. PR의 개념 = 5
• 1) PR의 의의와 정의 = 5
• 2) PR의 기능과 전개 과정 = 8
• 2. 企業PR廣告의 개관 = 14
• 1) 企業PR廣告의 개념 = 14
• 2) 企業PR廣告의 역사적 배경 = 20
• 3. 企業PR과 기업이미지 = 23
• 1) 기업의 사회적 책임과 PR = 23
• 2) 기업이미지와 기업PR = 25
• Ⅲ. 실증적 연구와 분석 = 29
• 1. 조사의 결과 분석 = 29
• 1) 광고에 대한 일반적인 생각 = 29
• 2) 졸업후 진로에 대한 물음 = 34
• 3) 기업이미지에 대한 물음 = 38
• 4) 기업PR광고에 대한 관심도 분석 = 43
• 5) 기업이미지 선호도 분석 = 50
• Ⅳ. 결론 = 57
• 1. 결론 및 제언 = 57
• 2. 연구의 한계 = 62
• 참고문헌 = 64
• ABSTRACT = 66
• 설문지 = 73