국내 지상파 방송광고 제도에 대한 광고실무자들의 인식에 관한 연구
A Study on the Perception of Advertising Executives for the Terrestrial Broadcasting Advertising System
With the rapid change in the recent environment of broadcast convergence, adequate considerations of broadcast advertising regulations has been importantly taken. In this circumstance, this study attempts to recount the trends of advertising regulations concerned with broadcast convergence, providing the desirable directions of regulations. Specifically, in order to research both the trends and the directions, the focus of this paper is on broadcast advertising experts' priority over regulatory policies, the relative importance of each broadcast advertising regulatory policy, and the most desirable combination of its policy alternatives. This paper is accordingly concerned with the acceptable guidances of adequate regulations for terrestrial broadcast advertising. In terms of literature research, the research trends and the position of advertising regulations have been examined, drawing on the key issues of advertising regulations in the circumstance of convergence. Depth interviews have also been conducted in order to explore the perception of the experts (advertisers and advertising agencies) about the key issues of advertising regulations in advertising convergence. As a result of literature research and depth interview, the adequate provision requirements for advertising regulations have been explored as follows. Firstly, PPL and advertising notice need to be improved. Secondly, advertising codes for frequent time, advertising prohibited items, virtual advertising and midprogram advertising have to be regulated. Thus, the improvement plans on terrestrial television advertising regulations can be expected to produce the differentiated demands for advertising, which will contribute to the revitalization of broadcasting industry.
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