케이블 TV 광고의 활성화 방안에 관한 연구
A Study on the activation plans of Cable Television Advertising
- 주제(KDC) 040.000
- 발행기관 東新大學校
- 발행년도 1995
- 총서유형 Journal
- 본문언어 한국어
초록/요약
In the information age cable television broadcasting is the basis of information superhighway industries. This paper begins with the premise that cable television (CATV) advertising should be activated in order to keep the stable development of CATV. This paper consists of five chapters. Chaper 1 is the introduction, dealing with The objectives and methods of the study. Chapter 2 examines the concept,characteristics,and structure of CATV chapter 3 investigates the present situation and advertising enviroment of CATV in Korea. Chapter 4 comes up with the activating strategies of CATV advertising: the strategies of government and those of advertising industries. Finally, chapter 5 forms the conclusion. I suggest in this paper that the government and the advertising industries should work out these strategies: the government should amend the CATV laws and institutions to activate CATV, lower the deliberation standards of CATV advertising, and support CATV advertising by giving the advertising industries all kind of the possible benefit in tax, finance. The advertising industries should urge program providers to arrange the system interconnects to increase the number of audience, make the use of rational media mix as an advertisement-marketing strategy, and arrange the system-operator interconnects of broadcasting companies to raise the number of subscribers. In conclusion, if the above strategies are effectively put into practice, cable television will certainly attain its stable development through CATV advertising.
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Ⅰ. 서론
Ⅱ. 케이블TV의 특성과 구조
1. 케이블TV의 개념
2. 케이블TV 특성
3. 케이블TV의 구조
Ⅲ. 우리나라 케이블TV 현황 및 광고환경
1. 케이블TV 현황
2. 케이블TV와 광고환경
3. 케이블TV의 광고매체로서의 특성
4. 케이블TV의 광고관련 법규
5. 케이블TV의 광고정책 및 규제방향
Ⅳ. 케이블TV 광고 활성화 전략
1. 정부전략
2. 업계의 대응전략
Ⅴ. 결론