A Study on the prediction of Advertising Expenditure

계량적 통계분석을 통한 매체별 광고비 예측 연구

  • Han, Sangpil (Department of Advertising and PR, Hanyang University) ;
  • Yu, Seung Yeob (Department of Advertising and PR, Namseoul University)
  • 한상필 (한양대학교 광고홍보학부) ;
  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2014.07.11
  • Accepted : 2014.09.20
  • Published : 2014.09.28


This study is designed to predict the total ad expenditure of Korea, and six media ad expenditures in 5 years based on the past 20 years ad expenditure date. We use annual data published by Cheil Worldwide advertising data analysis. Time series, SUR method, exponential smoothing method and regression analysis were used for exploring the data. The results showed that the total advertising expenditure in 2018 is predicted to 10,873 billion wons. On the basis of the findings, implications are discussed for academicians as well as practitioners.


advertising industry;advertising expenditure;media advertising;quantitative model;advertising expenditure


Supported by : 한양대학교


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