DOI QR코드

DOI QR Code

광고시장 규모결정 요인에 대한 미시경제학적 접근 및 콘텐츠 산업 재원정책 연구

A Study on the Major Microeconomic Factors for the Advertisement Market and the Financial Policy for Digital Contents

  • 변상규 (호서대학교 영상미디어전공)
  • 투고 : 2008.12.10
  • 심사 : 2009.12.27
  • 발행 : 2012.12.31

초록

디지털 기술에 기반한 다양한 미디어가 출시되면서 한정된 재원을 사이에 두고 경쟁이 심화되고 있다. 특히 광고재원에 대한 의존도가 높은 우리나라는 광고시장 확대가 미디어 다양성 유지에 필수적인 요소이다. 정부는 PPL 허용 등 광고시장 확대를 위한 다양한 정책을 시도하였으나 역부족이다. 본 논문에서는 높은 대중 영향력에도 불구하고 뉴미디어의 출현으로 광고매출이 위축되고 있는 TV를 대상으로 광고시장 결정요인을 분석하였다. OECD 28개 국가의 미시적 데이터를 이용하여 횡단면 분석을 수행한 결과, 서비스 산업의 비중이 낮고, 실업률이 높으며, 조세부담률이 낮을수록 광고시장이 빠르게 성장함을 확인하였다. 반면, 높은 1인당 GDP는 광고시장의 성장속도에 부(-)의 영향을 미쳤다. 그러므로 향후 우리나라 광고시장은 성장세가 낮아지고, TV 광고 비중도 낮아질 것으로 전망되었다. 그리고 이를 토대로 직접납부 재원의 증대와 비효율적인 미디어 기업의 퇴출구도 확립 등의 대안을 주장하였다.

Variety media based on the digital technology have emerged from the beginning of the 21th century and have competed with the traditional media in the advertisement market. With the high dependency upon the advertisement market, the Korean media industry has the urgent demand to increase it's pie. Korea regulator allowed PPL and private representatives, which resulted in low outcome. This study analysed the decision factors for the advertising market with the cross-sectional microeconomic data for 28 countries in OECD. The service industry, tax and GDP per capita affect negatively to the market growth rate, and unemployment positively. Therefore the market's growth speed would be slow down and the share of TV decreased. Therefore the two policies were suggested, increasing the direct payment by the audiences and retire of the inefficient broadcasters.

키워드

참고문헌

  1. H. Kwon, J. Oh (2005). Evaluation of the cable TV's 10 year. the 10th memorial seminar for cableTV, KCTA․Korean Society for journalism & Communication Studies․Korea regional Communication Research Association.
  2. H. Kim et al. (2007). Fair competition issues for the convergence and abundant media era(II) (Report 07-08). Seoul: kisdi.
  3. S. Lee, J. Whang, E. Jung and H. Shin (2008). A studuy for the contents accessbility under the convergence environment(I) (08-07). Seoul: kisdi.
  4. G. Whang (2005). Fair competition between pay TV and its effects to the subscribers'welfare. the 13th e forum for broadcasting and telecommunication. Korea New-Media Broadcasting Association.
  5. RRA (2009). A study for the convergence 2009 (RRA2009-2-5-01). Seoul: RRA.
  6. RRA (2008). A study for the convergence 2008. Seoul: RRA.
  7. B. Kim (2002). An analysis of factors affecting the growth of Korean advertising industry. The Korean Journal of Advertising, 13(3), 123-140.
  8. J. Chun (1999.8.). A disputed point.: Sponsorship for TV program is out of the question. Newspaper & Broadcasting, Korea Press Foundation.
  9. C. Moon (1999). A comparative study among countri es for the PPL regulation. The Korean Journal of Advertising and public relations, 1(2), 7-34.
  10. S. Byun (2009). Studies for the audiences' welfare effects from the real time retransmission of terrestri al TV channels through the pay TV networks. Korean journal of communication and information, 48, 63-89.
  11. ofcom(2011), International Communications Market Report 2011
  12. KCC (2011). Broadcasting market yearbook for 2011. Seoul: KCC.
  13. J. Han (2009.7.21.). KBS launched the task force to rase the public fund. etnews.
  14. Ofcom(2008),The International Communications Market 2008
  15. KCC (2008). Broadcasting market yearbook for 2008. Seoul: KCC.
  16. Callahan, F.X. (1986). Advertising and economic de velopment. International Journal of Advertising, 5(3), 215-224. https://doi.org/10.1080/02650487.1986.11106972
  17. Jones, J.P. (1985). Is total advertising going up or down? International Journal of Advertising, 4(1), 47-64. https://doi.org/10.1080/02650487.1985.11105043
  18. McCombs, M. (1972). Mass media in the marketplace. Journalism Monographs, (24).
  19. Demers, D.P. (1994). Relative constancy hypothesis, structural pluralism, and national advertising expenditures. Journal of Media Economics, 7(4), 31-48. https://doi.org/10.1207/s15327736me0704_3
  20. Picard, R.G. (2001). Effects of recessions on advertising expenditures: An exploratory study of economic downturns in nine developed nations. Journal of Media Economics, 14(1), 1-14. https://doi.org/10.1207/S15327736ME1401_01
  21. J. Oh (2007). Determinants of Aggregate Advertisin g Expenditures and Advertising Intensity. Korean Journal of Journalism & Communication Studies, 51(6), 288-316.
  22. Ashley, R., Granger, C.W.J., & Schmalensee, R. (1980). Advertising and aggregate consumption: An analysis of causality. Econometrica, 48(5), 1149-1167. https://doi.org/10.2307/1912176
  23. Dorfman, R. & Steiner, P.O. (1954). Optimal advertising and optimal quality. American Economic Review, 44(5), 826-836.
  24. E. Han and S. Lee (1999). Correlation analysis between the eenterprise' revenue and the outlay for advertisement. The Korean Journal of Advertising and public relations, 2(1), 190-214.
  25. Lacy, S., & Martin, H.J. (2004). Competition, circulation and advertising. Newspaper Research Journal, 25(1), 18-39. https://doi.org/10.1177/073953290402500103
  26. Smith, K. (1995). Intermedia competition for advertising in small daily markets. Journal of Media Economics, 8(4), 29-45. https://doi.org/10.1207/s15327736me0804_3
  27. Linnett, R. (2002). Magazines pay the price of TV recovery. Advertising Age, 73(35), 1-2.
  28. Wilbur, K.C. (2008). A two-sided, empirical model of television advertising and viewing markets. Marketing Science, 27, 356-378. https://doi.org/10.1287/mksc.1070.0303
  29. OECD Factbook 2010: Economic, Environmental and Social Statistics
  30. KOSIS(www.kosis.kr)
  31. CIA(2008), the world factbook 2008.
  32. ZenithOptima(2009.3), Advertising Expenditure For ecasts.

피인용 문헌

  1. 미디어 콘텐츠에 대한 가치 지향적 프로모션의 효과 분석 : 자기해석수준의 차이 를 중심으로 vol.18, pp.3, 2012, https://doi.org/10.9728/dcs.2017.18.3.475