우리나라 광고비 현황 및 추세에 관한 연구

It can be said that advertising accounts for a very high proportion of influencing consumers’ purchase choices in the mar- ket and leading to corporate performance through this way. Considering this aspect, it can be said that managers’ interest is paramount in determining the organization and execution of advertising expenses within a company. This study investigated the current status of advertising expenditure in Korea and analyzed the trend of advertising expen- diture and the current status and trend of advertising expenditure by advertising medium based on this. Through this trend analysis of the current status of advertising costs, it was intended to present implications for enhancing efficiency in establish- ing advertising costs, spending, and selecting advertising media for Korean companies in the future. Through this study, the results of the study on the current status and trend of advertising costs in Korea are as follows. First, as a result of a survey on the current status of advertising expenses in Korea from 1980 to 2019, it was found that the total advertising expenses showed an increasing trend every year. Second, considering that Korea is also joining the top 10 countries with advertising costs and growing to 8th in the world in 2019, and spending $12,720 million in advertising costs, I think all organizations, including Korean companies, are changing their perception of advertising. Third, as a result of exam- ining advertising costs for each advertising medium, terrestrial TV, newspapers, and outdoor advertisements among the four major media accounted for a high proportion of advertising expenditure. It is believed that the advertiser judges that not only advertisements through radio waves but also print advertisements have the efficiency of advertisements. Fourth, as a result of investigating and analyzing the current status and trend of advertising costs by media, the peculiarity is that the proportion of advertisements in online and Internet media, which has been growing rapidly since 2000, has been rapidly decreasing since 2012. This is believed to be proof that the efficiency of advertising through online and Internet media is decreasing. These results indicate that although the customer base using online and Internet media is expanding, there is a sense of separation from advertising media preferred by this age group, considering that the main subject of consumption is still in the 50s and older with economic solvency. Based on the results of this study, I would like to present the following implications. First, there is a need to increase the size of advertising expenses to be invested. This is that the size of the inefficiency of the invested advertising costs and the appropriate amount of advertising costs to improve efficiency should be reconsidered. Second, when looking at the trend of advertising costs according to advertising media, the frequency of using radio and mag- azines was low. It is judged that radio and magazine media are less efficient in advertising than TV and newspapers. Based on these research results, it is judged that advertisers are required to have a strategic approach to media selection in order to improve efficiency. Third, in selecting an advertising medium, advertising costs should be set and spent in consideration of the advertising content and creative aspects of the medium and the appropriate targeting of customers and consumers.