기업의 경영성과와 광고비 간의 인과관계 분석

권오박(Oh Park Kwon),고재모(Je Mo Koh) 한국광고홍보학회 2009 한국광고홍보학보 Vol.11 No.1

본 연구는 기업이 기업수준에서의 광고비를 결정함에 있어서 어떤 요인의 영향을 비교적 많이 받으며, 또 광고비가 매출액이나 영업이익 등에 영향을 미치는 투자로서의 성격을 갖는지, 아니면 기업이 그러한 경영성과의 결과로서 광고비를 증감시키는지에 대한 판단 준거를 얻기 위한 분석이었다. 분석 방법은 크게 두 분야로 나누어서 진행되었다. 우선 장기 시계열 자료를 이용할 때 발생하는 자료의 안정성 문제를 검정하였다. 그 다음으로 매출액, 영업이익, GDP 등 기업의 광고비에 영향을 미치는 지표들과 광고비를 대상으로 이들 변수 상호 간의 인과관계를 검정하였으며, 이를 바탕으로 상관관계를 분석하였다. 분석의 결과는 다음과 같다. 첫째, 광고비의 결정에서 영업이익보다는 매출액이 더 큰 설명력을 갖는 것으로 확인되었다. 동시에 매출액과 광고비 간에 상당히 높은 정(+)의 1차 함수적 관계가 있음도 확인되었다. 또 주요 기업들은 장기적으로 매출액의 증가율보다 이익의 증가율을 더 중시하고 있음도 확인하였다. 둘째, 인과관계 검정결과 광고비가 매출액의 선행변수로 확인되어 광고비가 매출액에 영향을 미치는 투자로서의 성격을 갖는 것으로 확인되었다. 동시에 GDP와 매출액 간에는 쌍방향 모두 인과관계가 없는 것으로 확인되었으나 GDP와 광고비는 쌍방향 모두 Granger-인과관계가 있는 것으로 확인되어 매출액보다는 오히려 광고비가 국가경제의 여건 변화에 더 민감하게 반응한다는 의미로 해석된다. One of the primary objectives of this research was to investigate whether, on overall company or business level, advertising can be regarded largely as investment that contributes to increased sales or operating profits, or, conversely, advertising expenditure is determined simply by the level of current or expected company sales. Thus, this research analyzed advertising expenditure in relation to sales, operating profits, and GDP. Specifically, using KIS-Value data from 1980 to 2006, this research performed two major analyses: 1) a series of tests for the stationarity of long term time-series data of advertising expenditure and those business performance variables for the corresponding period, and 2) tests for Granger-causality between advertising expenditure and the performance variables and, based on the results, a series of correlation analysis for the same data. The major findings are as follows: First, sales had higher explanatory power than operating profits in determining the level of advertising expenditure. And, there was significant correlation between advertising expenditure and sales. Also, those companies subjected to analysis appeared to be interested more in increasing profits than sales. Secondly, causality tests indicated that advertising expenditure precedes sales, suggesting that advertising may indeed play the role of investment. There was no Granger-causality between sales and GDP for either direction. But, there was Granger-causality between advertising and GDP for both directions, suggesting that advertising expenditure, rather than sales, responds more sensitively to change in macro-economic condition.

쌀 브랜드에 대한 소비자 인식과 구매 행태

고순철,권오박 한국농촌지도학회 2003 농촌지도와 개발 Vol.10 No.1

Recently, rice producers and related institutions have started to brand rice to increase sale. Despite such trend and the significance of rice branding to many parties including policy makers, no previous research has studied the relationship between consumers' psychological and socio-economic factors that underline consumer choice and judgment of branded rice. This paper discusses the variables related to branding through a survey based on 242 convenience consumer samples selected in Seoul metropolitan area in Korea, and presents the results and their implication for future research. The major findings are: 1) Consumers are reasonably well aware of rice-branding practices, and the main source of such information is in-store displays and packages, 2) It appears that consumers in general choose a rice brand based mainly on its taste and nutrition, and 3) the perceived difference among rice brands differs depending on some consumer characteristics. The perceived differences among rice brands in taste and in nutrition are relatively high for brand-loyal consumers and high-income consumers respectively. The perceived difference among rice brands in brand reputation is also relatively high for young, low-income, and brand-loyal consumers.

동북아 각국의 농산물 교역과 경쟁력 비교 연구

고재모,권오박 한국농업정책학회 2006 농업경영정책연구 Vol.33 No.4

This paper investigates, first of all, the recent trend of the agricultural product trade among Korea, China, and Japan. Then, each country`s trade competitivenss is also investigated in terms of three dimensions, that is, productivity, price, and trade performance. According to this research, the productivity of China has increased at the fastest speed, though the productivity of the remaining two countries has also increased. Except the productivity of land, because productivity was calculated as the output per factor input, Japan had the highest productivity based on the absolute amount: China had the lowest while Korea stood in the middle. The price comparison of 27 agricultural products between Korea and China revealed that Korea had 6.1 times as high price level as China. Such a big difference in price level suggests that, in spite of potential tariff and non-tariff barriers, the size of trade between these two countries may increase significantly in the future. Of course, the potential direction of trade would be the export from China to Korea and Japan. Such results were also confirmed in the analysis of trade performance in which TII and RCA were used. That is, in most agricultural products, China had higher export RCA while Korea and Japan had relatively higher import RCA. The trend which emerged over the past few years also indicates clearly that Korea and Japan will be fewer and fewer competitive items while Chinese agricultural products will replace those of Korea and Japan, leading to increased influence of China in the Northeast Asian agricultural product market.

중국의 수자원 이용과 정책에 관한 연구

고재모,권오박 (사)두레마을 친환경농업연구원 2007 친환경농업연구 Vol.9 No.1

China is absolutely short of water, where per capita water supply is just one-fourth of world average. Currently, over one-half of the major cities have to tolerate water shortage, to a certain extent, and that water shortage is making the deserts in Northwest China wider and wider at a very fast speed. Examination of average water quality of all the rivers in China indicates that, while as much as 21.3% belong to fifth class or lower, just 5.1% belong to first class, suggesting the level of water pollution is very high. The emissions of water pollutants in China is comparable to the sum of those in 2nd through 5th largest countries in the world. Clearly, most of the indices related to the usage of water resources in China are not promising. Then, is there any room for those bad conditions to be improved? According to a forecast for supply and demand of water resources until 2050, per capita water supply is going to decrease. As China pursues high economic growth, the extent of water shortage is expected to become more serious. Recognizing such a problem, Chinese government has employed mandatory water-saving policy. Also, Chinese government promotes a large 'Northen Usage of Southern Water' project so that extra water in Changjiang area can flow to, and be used in, Huanghe area. Despite of some tight governmental policies to preserve water resources, it seems less likely that the current condition of water resources supply and demand will be significantly improved within near future. Today, the policy issue of water resources usage, management, and policy, is so important that it does not belong anymore to the realm of individual areas or countries alone. That is why it is getting global attention. More than any other countries in the world, Korea is affected, due to the geographic location, directly by the results of Chinese water usage and management. For that reason, mutual cooperation between China and Korea is needed indeed to protect the environments of Northeast Asia and the remaining part of the world, as well.

농촌여성의 소규모 창업을 위한 컨설팅 전문가 육성 교육과정 연구

김원석,고순철,권오박 한국농촌지도학회 2003 농촌지도와 개발 Vol.10 No.2

The objective of this research is to acquire basic data to develop a program for professional consultants who ca consult and provide for rural women's small business entrepreneur. In this research, startup business educational programs and 10 major related textbooks in Korea were analyzed, and a survey was conducted in which 71 owners of government funded rural small business responded. The major findings are as follows; First, most programs were targeting city females and were providing basic information mostly using lecture method over a few days And no programs for rural women's small business could be found. Second, no textbooks dealing with rural women's small business could be found and the contents of each textbook differed significantly even though there were a few common points. Third, the result of the survey indicated that rural women's small business entrepreneurs had difficulty especially in acquiring necessary initial funds and raw materials, selling products, and judging the possibility of business know-hows in business startup area among the respondents. Based on the results, the followings could be recommended; First, educational programs for rural women's small business entrepreneurs should use a unique and different approach than other industries. Also, it is necessary to foster startup consultants especially for the rural women's small business entrepreneurs and to develop a delivery system for the startup educational programs. Second, contents of educational programs need to be selectively included depending on the level of uses. Finally, a workbook should be developed so that entrepreneur candidates can actually practice rather than just acquiring basic information and superficial knowledge during the participation.

한국 농촌개발정책 체제 변화와 대응과제

이병기 ( Byung Ki Lee ),권오박 ( Oh Park Kwon ) 한국농촌지도학회 2007 농촌지도와 개발 Vol.14 No.2

한,미 대학 PR 교육의 현황과 과제: 학부 교과과정을 중심으로

김원석 ( Kim Won Seog ),권오박 ( Kwon O Bag ) 한국PR학회 2003 PR연구 Vol.7 No.1

Over the past two decades, the demand for PR professionals and education in Korea increased significantly as was the case in America long before. And, not surprsingly, schools offering PR programs, masters as well as Ph.D level, have also been increasing. It seems now that research to develop a scientific system of PR education including curricula and effective teaching methods is necessary. This study is one such research effort and seeks the future direction of Korean PR education by comparing systematically current Korean PR programs with those of US. This paper reviews relevant literature and analyses both Korean and US PR curricula provided on internet webs. Major research finding is that US PR programs if undergraduate level follows to a certain degree the guideline suggested by PRSA while Korean PR programs does to a lesser degree. Korean PR programs differed significantly in classes offered except PR principle which is taught by alsmost all schools. Also, event -and newsletter-related classes are being offered in many schools but such classes as PR management, PR research, and PR campaign are offered by only a few schools. Further, `advertising` is included in so many class names. Authors suggest that it is necessary for practitioners and researchers cooperate and make efforts to develop a guideline which can be suited and thus recommended for Korean PR schools.

농촌여성 창업자 특성과 사업성과 : 농촌여성일감갖기사업 참여자를 중심으로

김원석 ( Won Suok Kim ),고순철 ( Soon Chul Ko ),권오박 ( Oh Park Kwon ) 한국농촌지도학회 2007 농촌지도와 개발 Vol.14 No.1