Research on Current Studies and the Further Development of Advertising Contest

광고 공모전 연구 현황 분석 및 발전 방안 연구

  • Shin, Kie-Hyuk (Department of Advertisement and Public Relations, Kosin University) ;
  • Cho, Kyoung-Seop (Department of Advertisement and Public Relations, DongEui University)
  • 신기혁 (고신대학교 광고홍보학과) ;
  • 조경섭 (동의대학교 광고홍보학과)
  • Received : 2012.09.11
  • Accepted : 2012.11.12
  • Published : 2012.12.31

Abstract

College students show keen interest in advertising contest, and some contests link with class so that students participate the contest as a class assignment. But the interest is not just limited to students but to businesses. Until now five studies was made on this subject, and major findings of those dissertations are given to activating contest participation, corporate ethics and industrial-educational cooperation. It seems not enough to explain the over-heated phenomenon with the results, so that more research should be made on advertising contest. Required studies with this subject are analyzing the effectiveness relating between investment and result, theoretical establishment by empirical approach, comparative study depending on the style of contest, casual relationship between personal character and image of corporate hosting contest and so on.

Acknowledgement

Supported by : 고신대학교