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Efficient Management of Government Advertising : Focusing on Expert Depth Interviews
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정부광고의 효율적인 운영에 대해 전문가들은 어떻게 생각하는가

논문 기본 정보

Type
Academic journal
Author
Lee, Heebok (상지대학교) Hong, Moonki (한세대학교)
Journal
SBS Journal of Media Economics & Culture Vol.21 No.2 KCI Accredited Journals
Published
2023.5
Pages
41 - 71 (31page)
DOI
10.21328/JMEC.2023.5.21.2.41

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Efficient Management of Government Advertising : Focusing on Expert Depth Interviews
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Abstract· Keywords

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Government advertising play a role in informing and communicating policies to the public. With the introduction of the Government Advertising Act, both quantity and quality. You can see an improvement. However, in relation to government advertising, it is necessary to overcome legal and institutional limitations and develop effective public communication strategies. It is essential to increase the efficiency of government advertising. In this study, depth interviews were conducted with experts(n=13) was conducted to derive the current status and problems of government advertising and improvement plans. Research Results The most important government advertiser in government advertising. The 〈GOAD CLIENT〉 model, including education, support, and networking, was presented. By strengthening advertisers" capabilities. A differentiated proposal was derived to promote the resolution of various problems and limitations raised in the past. Efficient operation of government advertising in the future. It is expected to provide practical and policy implications for the efficient operation of government advertising.
#정부광고 #효율적인 운영방안 #심층면접 #GOAD Client 모델 #Government advertisement #Efficient management plan #Depth interview #GOAD CLIENT model

Contents

1. 문제 제기
2. 이론적 배경
3. 연구내용 및 방법
4. 결론
참고문헌
Abstract

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