The purpose of this study was to research the current status, problems and practical usage of advertising evaluationin Korean advertising agencies. An examination of these issues leads to clear conclusions, most of which are consistent with current Korean advertising industry practice. The result of this study showed that the preception of advertising evaluation among advertising agencies was generally positive, and the methods of practical usages were manifold in business. Based on the findings, this research suggested several practical implications for advertising evaluations.
The purpose of this study was to research the current status, problems and practical usage of advertising evaluation in Korean advertising agencies. An examination of these issues leads to clear conclusions, most of which are consistent with current Korean advertising industry practice. The result of this study showed that the preception of advertising evaluation among advertising agencies was generally positive, and the methods of practical usages were manifold in business. Based on the findings, this research suggested several practical implications for advertising evaluations.
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